According to QVC, they reach approximately 85 million American homes and add more than 194,000 new customers each month. Wouldn’t you like to accomplish just a fraction of that with your search marketing?
As I recently watched a QVC program, I realized we are not so different, shop at home and PPC. We both have goals, messaging, and calls-to-action. And QVC have been experts at this long before pay per click even existed.
If you need motivation or are having a creative block, take notes from the DRTV (Direct Response TV) experts. Here’s how they do it.
QVC: There is always a limited quantity of whatever is being sold and the phone lines are busy, so busy you may miss out on this. Don’t be that guy.
PPC: Include calls-to-action with “limited time offers”, seasonal, or clearance specials. If supplies are limited, let searchers know.
QVC: There is always a special price. Always. The best part is you can purchase it with three easy payments, so spending beyond your means isn’t as scary. QVC increases order values. Everyone wins.
PPC: Include sale price or regular prices in ads that are competitive in the market, or price match guarantees. Don’t include prices that may seem too high, as this may discourage searchers at the top of the funnel starting on their research for products.
QVC: There is always something about the products, product bundle, or price that is exclusive to QVC shoppers. If you aren’t in with them, forget it, you will get ripped off buying somewhere else.
PPC: This can be accomplished in an online-only offer for searchers. If you offer a loyalty program or other membership discount, emphasize this benefit.
QVC: Slather on that wrinkle cream, wash the hair on-set, let the jewels sparkle because the more we see the product being used, the more we must have it. It’s the closest thing to the consumer actually touching the product before buying and its very effective.
PPC: This can be a video product demo for PPC, as we often see on landing pages. Service companies can features and benefits of the service with focus on the human touch. Use remarketing on YouTube for additional marketing touches.
QVC: Live, on phone you will hear Martha from Nebraska or Melanie from New York share their experiences with the product and urge you to join them. This is the original social proof DRTV has been using for decades, and now we should be using these techniques for PPC.
PPC: Try Adwords review extensions, which add a review line to the ad. You can manually submit a review or award from a third party, publication, or organization.
QVC: It’s good the hosts take time to tell you not only what’s coming up, but what was sold in the past. This way consumers can look it up on the website and get the ring that matches the bracelet. I recommend sapphires.
PPC: Use remarketing list for search ads (RLSA) when visitors are searching on similar or complementary products. Another option is to cross-sell similar products through remarketing based on product page or category view lists. Showing similar items on the landing page can be a great way to up-sell if the options are kept focused and limited to the most relevant.
Auto renewal offers
QVC: Customers can lock-in a special price for re-orders and it continues until cancelled. This is really brilliant and makes for a recurring revenue source.
PPC: A great option for PPC is to remarket to customers who have previously purchased after a certain time period when they may be in the market to buy again. Offer a discount on a repeat purchase.
After two hours and $200 worth of wrinkle cream, I look and feel great. Taking these classic marketing tips and applying to PPC can be just the make-over over you need.
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