PPC and Google Ads: Promoting Appointments in Retail

Our latest blog series has focused on how to drive footfall to your appointment booking system through online and offline mediums. In this blog, we will focus on optimizing your SEO processes to drive organic traffic to those retail appointment booking landing pages via PPC and Google Ads.

Pay Per Click (PPC) is a model of internet marketing mainly associated with Google Ads. Essentially, it’s a solid way of purchasing visitors to your website, rather than attempting to gain those visits organically, as you do with PR. It’s a great way to give your new appointment booking service a boost and get it being used more widely. Google offers a number of options with the benefit of only paying once you get a lead (hence Pay Per Click).

Keywords

Like you would with SEO, think about what your customers will search for when looking to book an appointment. Once you’ve figured this out, make sure you test out different keywords by including these within your display ad’s URL path.

Headline 1 rules

Be specific and relevant – Headline 1 is more important than anything else; it’s the first thing a shopper will see on Google, so keep it short and engaging. Terms such as ‘Book an appointment’ aren’t enough.

To boost the efficacy of your ad, consider the industry and type of store you have, the key products or service you are offering and even the geography of a particular store, for example:

• ‘QDi – Book an appointment for personal styling advice’
• ‘Neiman Marcus, Fifth Avenue – Book your bespoke shopping experience’
• ‘Nike, Fifth Avenue – Speak to an expert at our House of Innovation 000 store’

To learn more about promoting your appointment booking service, visit the following resources:

• 9 Ways to Promote Your Appointment Booking Offering on Your Website
• Visual Pack
• Best Practice Guide Appendix
• General appendix