If you shop online for luxury bed sheets, more than likely you’re going to come across the ProStores web store EgyptianCottonBedSheets.com. That’s because owner George Daisey spends a lot of time strategizing about his online advertising.
George started selling sheets on eBay before opening his web store in 2005. To help drive his $300,000 in yearly sales, George runs pay-per-click advertising on Google and Yahoo. He also utilizes his ProStores resources to closely monitor his SEO and Google base feed. “I’m always submitting my website to links and directories,” he says. “If you just sit around, you won’t grow.”
George uses the book Search Engine Optimization for Dummies and the ProStores Learning Center and Discussion Board to guide him. He also recommends learning from other people. “It takes a lot of reading and trial and error. I didn’t understand enough about online advertising before to invest enough. I used to spend $60 a month; now I spend $1500-2500.”
But with the economy as it is, he says, “Make sure you’re getting the most out of your money because marketing is expensive. Always adjust, and don’t pay for keywords that are not converting to sales. For example, I make sure I put the words ‘bed sheets’ in all my keywords. There’s a difference between someone looking for Egyptian cotton bed sheets and Egyptian cotton sheets (which could be construed as sheets of cotton fabric). Make sure it’s specific to your product, especially when times are tight. You don’t realize how quickly costs can add up on Google.”
George also stresses the importance of advertising at the right time of day. “Track what time you’re getting the most hits, and advertise when people are up.”
All keyed up on key words? How do you get the most out of your ad dollar? Leave us a comment.