How drilled down do your pay per click advertising campaigns need to be? If you have multiple product lines, should you run generic pay per click campaigns, where bid on keywords related to general product categories, or specific bidding campaigns where you bid on keywords related to specific products in your catalog?
I see can see benefits to both strategies. Keep in mind, however, that you might want to do both depending on the season or your budget.
If you stick to the broader product categories then you’ll have more competition. But if you want to promote your entire catalog, or a portion of it, and encourage browsing then this can be beneficial. You’ll likely reach a target audience that isn’t particularly sure about what it is looking for, but has an idea. On the other hand, if you bid on specific product names then you are narrowing your market to a more target niche that is more likely to purchase on the first visit. The first method can deliver repeat visits to your site before a sale is closed and perhaps a more loyal customer in the long run. The second way is more likely to increase your short term sales, but it may not necessarily build loyalty into your customers.
This is where you have to make a value judgment. The majority of buyers who search for a specific product by name will, if they make the purchase, not necessarily subscribe to your newsletter or come back for repeat sales unless they are looking for the same product. They are less likely to be interested in your entire catalog or take the time to see what else you are offering. You have to judge the short term benefit versus the long term benefit and decide which one you value more.
