Why Dockers.com Will Not Make As Much Money As They Could Have This Year
The Holiday season is where many online advertisers look to increase their online sales dramatically. Unfortunately, many online retails will leave much on the table due to bad online marketing management.
While searching to buy a new belt I came a across a perfect example. In the case of Dockers.com a search for a “men’s belt” brings up the following ad..
20% Off All Orders Over $100 Plus
Free Shipping at Dockers Online!
Dockers.com
First let’s look at the ad. Could the ad be more relevant? Absolutely! There is a lot of wasted space here.
Free Shipping at Dockers Online. Really? I thought it was free shipping somewhere else. Give me a call to action. Free Shipping – Order Now! Or “ All Orders Ship Free – Limited Offer / Limited Time”
This ad is about Belts. So wouldn’t something like this be better?
Men’s Belts On Sale
Take 20% Off Orders Over $100
Free Shipping – Order Now!
Dockers.cmo/Mens-Belts
You could also argue that no one looking for a belt is going to spend $100. In fact this may keep potential buyers away since they may feel they need to spend $100 in order to get a deal. Instead, an ad like this may work better…
Men’s Belts On Sale
High Quality Leather Belts
Free Shipping – Order Now!
Dockers.com/Mens-Belts
We don’t Need Dockers in the ad. Why? It’s in the Display url and you are taking up valuable space that could be used to sell a potential customer. What is more likely to catch my eye? “Dockers Belts” or “ Men’s Belts On Sale”? Also by adding the target keyword in the display url Google will bold it drawing additional attention to the ad making it more of a r relevant match to the searcher.
More importantly, where do you go when you click the ad? You would think you would be taken to a section on belts? That is not the case with Dockers.com. That would make sense. Dockers.com sends people right to the home page. How lazy and simple is that? Do you think with all of the other ads advertising for belts that someone is going to take the time to navigate through the site? No, they will just go back and click another ad. I also came across a similar ad for Khakis that also went straight to the homepage. So, this isn’t a fluke for Dockers.com
That is a lot of money wasted and a mistake only a novice would make. So why is Dockers.com allowing a novice to run their campaigns? Who knows. Could be they are paying a management company that is in turn using a novice or Dockers.com is using an in-house person who doesn’t have enough experience.
The point of this is to show you that even big companies waste money and leave sales on the table all the time, allowing smaller business to capitalize on their mistakes. As far as Dockers.com goes, they need to find someone who knows that they are doing when it comes to PPC because they are missing sales and wasting tons of dollars doing so.
