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Search Marketing for Retail in the UK

Even though you can capture its essence in a simple principle—getting the right message in front of the right people at the right time—it's fair to say that search marketing (or PPC) is a challenging space at the best of times. That's especially true for retailers with distributed local footprints, who often find themselves facing one set of competitors at the brand level and a totally different set locally. Fortunately, DAC has been in the business of connecting brands with customers for many years, which means you can think of us as the digital Paddy McGuinness (minus the Lancashire accent). Find out how our granular, context-sensitive search campaigns can help your paid media work smarter right down to the hyper-local level.

How to score a retail-style bargain in search

This much we know: promotions are often more important for the ad itself rather than the keywords targeted. After all, deal and coupon-related keywords are generally competitive and expensive terms to bid on (feel free to enjoy that delicious irony for a few moments). Of course, that's not to say that such keywords shouldn't play some role in a balanced strategy—but you do need to pay very close attention to the relevancy and efficiency of certain match types when bidding on these terms.

Beyond target keywords and ad copy, there's a third aspect to consider utilising for your promotions: ad extensions. Think about "extending" your ads to boost real estate and engagement on search engine results pages (SERPs), creating complex-yet-precise creative as a result.


Timely touchpoints: Almost three quarters of consumers say they like to receive offers from local businesses on a seasonal basis1


Location, location, location: A third of consumers have made purchase decisions or visited stores as a direct result of having seen a location-based search ad2


Small screen reigns supreme: Half of consumers say they visited a store within one day of conducting a local search on their smartphone3


A seamless experience: 70% of mobile searchers have used click-to-call to contact a business directly from search results4

1 Google/Ispos MediaCT/Purchased, “Understanding Consumers’ Local Search Behavior”, May 2014
2 Placeable, “Be Found: Location-Based Marketing Insights”, 2014
3 Google/Ispos MediaCT/Purchased, “Understanding Consumers’ Local Search Behavior”, May 2014
4 Google/Ipsos, “The Role of Click to Call In the Path to Purchase”, September 2013

Certain extensions are more suitable than others. It all depends on your brand, your audience and your goals.

  • Sitelinks: Sitelinks allow you to highlight certain promotions without meddling with your historical ad copy performance or inadvertently resetting your Quality Score (QS). Incorporate as much detail as possible to help users understand exactly what the promotion entails. These are also clickable links with specific destinations within your site, which means you have the power to drive search traffic to the page or pages most relevant page to user intent.
  • Callout extensions: Okay, they're not actually clickable, but callout extensions do enable advertisers to occupy more screen space, which in turn creates opportunities to highlight the specific details of a promotion. Think dates, hours, prices, promo codes. Right now there's no way to accurately assess the effect of these extensions, but occupying more SERP real estate is always a good thing, right?
  • Table extensions: This forthcoming development will gives marketers the chance to drive sales through promotional content. Table extensions look like sitelinks but function differently: they're clickable text links that allow you to set specific prices and dates for a particular promotion. Use this feed-based method to drive traffic to specific landing pages or coupons.
  • Ad customizers: This feed-based method pertains to the ad itself, allowing you to create and automate ad copy for a series of promotions. You can identify landing pages, promotion dates, and any copy changes that need to be implemented over the course of the campaign. So if you wanted to promote designer sunglasses for £19.99 one month and £29.99 the next, you can schedule that change without having to make manual modifications and reset the ad's history. And what does that mean? Your all-important Quality Score remains intact.

Attract those hard-to-buy-for consumers with our retail-focused paid search campaigns. 

Isn't it time you joined the local revolution?

Successful, locally focused digital marketing depends on ensuring that every landing page, banner ad, search query, and tweet counts—because if you’re not reaching the right consumer at the right time, what’s the point? DAC aims to improve the reach, relevance, and reputation of your digital marketing efforts. And we’re not too bad at it, if we do say so ourselves.

5 bn

More than 5 billion people use mobile phones1


79% of shoppers research products before making in-store purchases2

1 GSMA Intelligence, 2018
2 Salesforce, "Connected Shoppers Report", 2017

We’re the type of agency that makes a conscious effort to learn something new every day. 

For an agency with the creativity and expertise to make search marketing best practices perform for your retail brand, make DAC your first choice.

For the last 46 years, DAC has been busy growing from a regional print directory advertiser into a full-service digital performance agency. We’ve come a long way from our humble beginnings thanks to our focus on local and commitment to staying at the front of the pack when it comes to digital marketing innovation. Our “Geeks with Personality” in offices all over Canada, the US, and Europe spend their days connecting brands to consumers.

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