Here on the AbilitySEO blog, we offer information about topics ranging from AdWords to more general inbound marketing practices. And while there are many ways to convey this kind of direction, certain subjects are a little abstract by nature. To clear it up, we'll go through a case study of Whole Foods, which is currently running a great pay-per-click (PPC) campaign.

Well, let’s clarify the statement: we can’t say for sure which settings Whole Foods (or Amazon, for that matter) has chosen for the back end of their advertising mechanics. Who’s to say whether they employ an acquisition or exposure-based philosophy? If we had to hazard a guess, it is likelier they use a conversion-based bidding strategy for a big city, where they already have a considerable presence. In other areas of the world, their business is unknown.

Great Landing Page

Whole Foods is doing PPC (Pay-Per-Click) right. To begin with, they present an outstanding landing page with colorful, dynamic menus and imagery. No one is going to experience any confusion about where they are and how to go exactly where they would like to be. In fact, a user may discover a more enjoyable experience than anticipated. User interface is one of the reasons a site like this one will benefit from better search engine placement.

Excellent Blog

Another reason this site is successful is its blog. While there is an additional blog for the company’s CEO, John Mackey, it is rarely updated and, therefore, moot. The company’s blog, however, is frequently updated with useful and relevant content which not only give you information about their business, but also advise you on subjects of interest to their current and potential clientele. They walk a very effective line between self-promotion and convenience.

Self-Referential, Self-Promoting

In one article, they outline “5 Snack Swaps for a Healthy Lifestyle.” Wisely, each substitute is an item you’ll find in a Whole Foods location or on their website. More specifically, they are from the same 365 Everyday Value® food line, which alleges itself as being affordable as well as healthy. Whole Foods is able to promote a brand while also casting itself in a favorable light. For Whole Foods, your wellness is equivalent to its own wellness. That’s their message.

Recipe Database

In another article, they go into all kinds of (88) uses of pumpkin-based ingredients right on time for the fall. Again, they list all their 365 items as well as beer and link to a bunch of recipes including their inventory. Another feature of the Whole Foods website is an enormous collection of recipes you can save to your account after you register. As a result, they are educating you about their products and how to use them. 

Effective Inbound Marketing

This is a premium inbound marketing strategy. Rather than merely listing your service or product in an AdWords campaign, you offer a current or prospective customer information they are already looking for and, in the case of their recipes, establish yourself as a one-stop shop for everything they could possibly need or want to know with respect to any relevant subject matter.

Making yourself a trusted reference is a gateway to being a trusted retailer.

You Can Do It, Too

Very few advertisers have the latitude of a Whole Foods, but you can still compile a lot of useful information in your given area of expertise. The more a customer is able to see your mastery of the subject and how forthcoming you are with congenial guidance, the more they are willing to entrust a purchase into your buyer’s funnel. Remember: consumers want a good seller. While no one wants to part with money, we’re all happier when we feel it’s well-spent.

Mobile and Desktop

Here are a few other examples of ways in which Whole Foods is doing PPC correctly. Their mobile and desktop versions are equally accessible and very little is lost in the transition from one platform to the other. Every little piece of information you would want is available in the front of the site, from the aforementioned recipes to the blog, Online Ordering, store location, and more. The desktop landing page offers an interactive menu with ethical initiatives, for one.

Ad Copy and CTA

All of their advertisements and abbreviated language features excellent ad copy, which is always consistent with the tone of their articles and mission. Whole Foods is friendly and helpful––familiar with all the reasons you might visit one as well as others you may not realize a Whole Foods would satisfy. Finally, this ad copy extends to contextualizing many calls to action, which are numerous and yet never unwelcome. The combination of great content, from ad copy to blogging, and with obvious and useful CTAs will give Whole Foods a superior placement in search results and reduce the expense of their relevant ads’ price per click.