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Invest in Paid Search

Paid Search is a key marketing channel for many florists and is often one of the most powerful digital marketing tools used to attract new customers, protect market share, and drive sales. It’s a great way to get broad visibility for your flower shop and is a vital complementary tactic to leverage alongside your other SEO efforts.

Below are tips to set yourself up for success:

  • Ensure your site landing pages (i.e. where the ad takes customers on your website) are relevant to your paid search campaigns and are set up to convert well. Follow best practices with your site content, including using high-quality images and strong calls to action (CTA).
  • Hire an industry expert to create and manage your paid search.  It’s easy to blow bundles of money unnecessarily if you don’t have a paid search expert with floral experience managing your program. Be sure to check references and provide your paid search manager with unique information about your business, customer segments, and goals.
  • Be patient.  Don’t expect to switch on paid search ads and have success immediately. With search engines like Google and Bing, you need to build a reputation (i.e. “ad rank”). A paid search manager monitors keywords, eliminating low-converting ones, and optimizing campaigns based on how well they convert and at what cost. Arriving at a program that works requires data and takes time—often 90 days—to gain positive momentum.