{"id":110685,"date":"2016-03-21T15:57:00","date_gmt":"2016-03-21T20:57:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/how-retailers-can-protect-their-cpcs\/"},"modified":"2024-12-21T05:51:05","modified_gmt":"2024-12-21T10:51:05","slug":"how-retailers-can-protect-their-cpcs","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/how-retailers-can-protect-their-cpcs\/","title":{"rendered":"How retailers can protect their CPCs"},"content":{"rendered":"<p>Following <a href=\"http:\/\/www.make-it-rain.co.uk\/google-removes-side-ppc-ads\/\">Google removing the right hand side PPC ads<\/a> we shared some potential scenarios. In this post we&#8217;re focusing on how retailers with a high street footprint and ecommerce capabilities can protect themselves from increasing CPCs, one of the scenarios we outlined. Everyone wants cheaper CPCs, right? Local is at the heart of search&#8230; One in five searches now show local intent &#8211; <em>Google<\/em> Near me searches have increased by 34x since 2011 &#8211; <em>Google<\/em> Looking at the SERPs, not many retailers answer local long tail queries. <strong>Query:<\/strong> <em>32&#8243; Samsung smart tv in Enfield<\/em> <img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-8341\" src=\"http:\/\/www.make-it-rain.co.uk\/wpe-content\/uploads\/2016\/03\/CPC-Query.png\" alt=\"CPC-Query-32-inch-samsung-smart-tv-in-enfield\" width=\"641\" height=\"749\" \/> Retailers either serve the store locator page or the product page, most choose the latter. By including the location in the query we can assume that the user has indicated that they are looking to go in store. Not one of the PPC ads is localised. There may be few monthly searches for this query but across retailers\u2019 entire product range combined with each location the cumulative volume could be thousands if not tens of thousands of clicks per month (depending on the size of the retailer). Websites are not built in a way to cater for these queries and if the retailer has hundreds of stores and hundreds of products it is difficult to build the number of page combinations required in to their site structure. This is where a digital media agency with a technology vein running through it \u2013 such as ourselves \u2013 can help. We have proprietary landing page software, <a href=\"http:\/\/www.make-it-rain.co.uk\/pagetorrent\/\">PAGEtorrent\u00d4<\/a>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69e9f22e3f71d'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69e9f22e3f71d');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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In some businesses ecommerce and retail can work in silos. This solution appeases both parts of the business by giving the user the choice of buying online, the click and collect option, or obtaining the store details of where the product is stocked and visiting the store. The benefit for your PPC campaigns is that you have keyword rich URLs, page titles, H1s and meta descriptions. By answering the query, you can be more relevant than the competition, have a better quality score and control ever increasing CPCs. Giving the user the choice of buying online, clicking and collecting or visiting a store invariably produces a better user experience and a better conversion rate. Phase 2 is for these pages to be indexed within the organic results. If your local search is executed correctly, you could dominate the SERP with three touch points, PPC, local and organic. For more information on how to transform your digital strategy with our landing page solution and our local search product please <a href=\"http:\/\/www.make-it-rain.co.uk\/contact-us\/\">contact the team<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Following Google removing the right hand side PPC ads we shared some potential scenarios. In this post we&#8217;re focusing on how retailers with a high street footprint and ecommerce capabilities can protect themselves from increasing CPCs, one of the scenarios we outlined. Everyone wants cheaper CPCs, right? Local is at the heart of search&#8230; One [&hellip;]<\/p>\n","protected":false},"author":79,"featured_media":110687,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2904],"tags":[],"class_list":["post-110685","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How retailers can protect their CPCs | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/how-retailers-can-protect-their-cpcs\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How retailers can protect their CPCs | DAC\" \/>\n<meta property=\"og:description\" content=\"Following Google removing the right hand side PPC ads we shared some potential scenarios. In this post we&#8217;re focusing on how retailers with a high street footprint and ecommerce capabilities can protect themselves from increasing CPCs, one of the scenarios we outlined. Everyone wants cheaper CPCs, right? 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