Reassess How You Prioritize Your E-Commerce PPC Campaign Builds

ppc-paid-search-mobile-600 Over the last couple of years, the prioritization of e-commerce PPC campaign builds has shifted dramatically.With the rise of Google Shopping and with dynamic solutions now available to advertisers, standard Search Network text-ad campaign builds fall down the priority list. In today's world of e-commerce PPC, I prioritize my campaigns as follows: Google Shopping (Product Listing Ads or PLAs) Remarketing (All Types) Search Network Text Ads & Ad Extensions Dynamic Search Ads (DSAs) Google Display Network Google Shopping According to RKG's Q1 2014 Digital Marketing Report, PL [...]


3 Opportunities With Those New Google Shopping Campaigns

(Click to enlarge.) For those who are not necessarily familiar with Google Shopping campaigns -- let's clarify things straight away. Product listing ads (PLAs) are remaining the same as an ad format for end users, whether search marketers are using "old PLAs" or new Shopping campaigns. The novelty lies only on the campaign management side of things, including a layering system based of the Google Merchant Center feed directly in AdWords. But in my mind, some of the new Google Shopping features should have a significant impact for both advertisers and end users – here are a couple of initial thoughts. 1. [...]


Amazon Fire Phone: Bing For Search, Nokia For Maps

Amazon Maps logo The emerging consensus from the early "hands on" or "first look" reviews is that the Amazon Fire Phone has some novel and interesting features but that it doesn't measure up, overall, to the iPhone or "true Android" devices. I've argued that Amazon missed the boat with its high-end pricing. Interestingly, there has been almost no talk about search on the Fire. Gmail, Google Maps, Google Search and other Google apps are not present in the Amazon Store. Users can still get to Google services on a browser of course. But Amazon has erected barriers to using Google on its devices. Among them [...]


The Single Metric Every SEM Acquisition Marketer Should Be Tracking

CCM_Find When it comes to SEM acquisition marketing, there's no such thing as a free lunch. As acquisition marketers can attest, there's almost always a tradeoff between the number of new customers acquired, and the customer lifetime value (CLV) of those customers. In short: The more new shoppers you bring in the door, the less each of those customers is likely to be worth to the business in the long run. What accounts for this widely-observed phenomenon? There are a couple of factors that explain why number of customers acquired and CLV tend to move in opposite directions: Self-Sele [...]


Shopper FOMO – What Is It & Are You Dealing With It Appropriately?

FOMOKIDSWIthFOMO FOMO, or "fear of missing out," is something that is playing an increasingly significant role in today's digitally connected world. Wikipedia defines it as follows: Fear of missing out or FOMO is a form of social anxiety -- a compulsive concern that one might miss an opportunity for social interaction, a novel experience, profitable investment or other satisfying event. This is especially associated with modern technologies such as mobile phones and social networking services. The web has provided us with more options and possibilities than ever before -- but the downside to having a seeming [...]


4 Revealing Facts About How Consumers Search And Buy Online

shopping-search-online-featured A recently released study by retail engagement firm Parago examined how consumers research and buy across several product categories. The research is chock full of insight about how people buy, with broad implications for digital marketers. I want to focus on one aspect of the research: insight into consumer behavior when the buyer is in purchase mode. Analysis of the single graphic below, which shows the sources consumers turn to when researching a purchase, will produce several insights for digital marketers. [caption id="attachment_187918" align="aligncenter" width="600"] How Consumers [...]


Bing Ads Launches Product Ads In U.S., Mobile Version Now In Beta

bing-ads-600 After months of testing, Product Ads are now available through Bing Ads in the U.S. Like AdWords Product Listing Ads (PLA), Bing's version are powered by merchant product feeds. The ads display on the Yahoo Bing Network for commerce-related searches and feature a product image, title, price and merchant name. Also similar to the Google process, advertisers first set up Bing Merchant Center Store accounts and upload their product catalogs. From there, advertisers can create a Product Ads campaign in Bing Ads. Advertisers already running PLA campaigns on AdWords can use the Import From Goo [...]


SPONSOR MESSAGE: Trends & Strategies For Commerce Marketers

Trends_Strategies With the constant evolution of commerce marketing, online retailers need to find new ways to reach customers and keep them engaged. The "Trends and Strategies for the Commerce Marketer" white paper can help you understand: How to implement revenue-driving programs How will you maximize sales this year What new strategies and automation tactics should you implement Download now » [...]


Google Testing New Sponsored Shopping Boxes, With 3D View

google-shopping-panel-nest-cropped Google continues to experiment with Google Shopping displays beyond the traditional thumbnail box panel of Product Listing Ads. This latest version is larger than the sponsored result spotted earlier this month for the book "Don't Make Me Think". Found by Twitter user Britney Muller of Pryde Marketing, the sponsored result for "Nest thermostats" -- now owned by Google -- incorporates Google Shopping's 3D product view. The result presents information from Google Shopping including a list of merchants with prices, product details and reviews all in one box in the search result. Clickin [...]


Shopping Comparison: TheFind Finds Lowest Price More Often Than Google, Bing, Others

shutterstock_126762251 shopping In December, Danny Sullivan sought to determine which of the major shopping search engines found the best prices for common products. The shopping engines compared in Danny's articles were Nextag, Shopzilla, PriceGrabber, Google, Bing and TheFind: The Test Begins: Do Google Shopping & Other Shopping Search Engines Give You The Best Deals? The Test Continues: Which Shopping Search Engine Finds The Best Price For A Blu-Ray? TheFind's CEO Siva Kumar saw these articles and developed an internal tool to compare his site to these and other online shopping competitors. TheFind la [...]


SPONSOR MESSAGE: A Guide to Implementing Revenue-Driving Programs

How will you maximize sales this year? What new strategies and automation tactics should you implement? With the constant evolution of commerce marketing, online retailers need to find new ways to reach customers and keep them engaged. Download this white paper and discover this year’s most important tactics and tools for building revenue-driving campaigns. Download Now » [...]


Google Stepping Up Merchant Feed Enforcement

google-police-600 Got some slop in your Google product feed? Now's the time to revisit all those pesky identifiers and tidy things up. Google is upping its enforcement of product feeds in Google Merchant Center again. Google began this process last year by disapproving products without unique product identifiers such as GTIN (which also must be conform to standard specifications), MPN and brand and demoting products with incorrect usage of the identifier_exists attribute. The identifier_exists attribute was added last year for merchants selling custom goods that don't have unique identifiers like brand na [...]


Go Deep: Product Listing Ad Campaigns That Just Focus On Top Sellers Get Short Changed [Study]

Google shopping PLAs Is there a long tail in PLAs? Does it pay off for retailers to advertise all of their products in their Google product listing ad (PLA) campaigns? Or should they stay focused on top sellers and high margin items? Sitting on a trove of data from large scale Google Shopping campaigns, a team at PLA management platform Adchemy decided to dig in to see if advertisers really do benefit from a long tail effect -- small volume conversions across a large number of products -- when they advertise their entire catalogs in PLAs. What they found: SKUs with just one conversion in Q4 2013 accounted fo [...]


6 Essentials Of E-Commerce SEO You’re Probably Still Missing

Online Shopping Shopping cart SEO can range from the simple to seemingly impossible. In a competitive landscape, how do you separate your store from the competition? How do you balance SEO and usability? Here are six things I look at early in any shopping cart SEO project. 1. Maintain A Simple Site Structure Make it easy for customers to get right into the site and find products. For most online stores, I recommend three levels of primary menu navigation: The home page Department pages Product pages http://shopname.com/department/product/ http://shopname.com/shirts/polo-shirts/ Some shops ma [...]


DoubleClick Search Adds Integration With Channel Intelligence For Product Feed Management

DoubleClick logo Google announced Monday that Channel Intelligence's feed management and optimization capabilities will integrate with the DoubleClick Search Commerce Suite. Performics is piloting the integration for "a major retail client". "We're really excited to team with Channel Intelligence and DoubleClick Search to optimize and fully integrate the search experience for our retail brands,” says Eric Papczun, President US of Performics. “The integration is greater than the sum of its parts, and we feel that these combined technologies will give our clients a clear competitive edge in the marketplac [...]


Out Of Beta: Google Shopping Campaigns For PLAs Now Available Globally

google-shopping-products-featured Google began testing Shopping campaigns with a limited set of advertisers last year with the aim of streamlining the often cumbersome task of Product Listing Ad management. Today, after just over a 3-month beta period, Google is rolling out Shopping campaigns to all users globally. Google Shopping campaigns give users access to inventory and product feed information directly in AdWords. Based on feedback during the beta period, Google has added the ability to bulk edit product groups at scale. API support and a bid simulator will be coming soon. Rich Brown, Head of PPC at Farfetch, s [...]


Marin: 40 Percent Of Google PLA Clicks To Come From Smartphones By Dec 2014

google-shopping-products-featured By now it's clear that retailers made record investments in Google product listing ads (PLAs) in Q4 2013, as reports from Covario, RKG and IgnitionOne have each shown. Today, Marin Software released its own findings which reinforce the general consensus that PLA performance this past holiday season will set the trend for 2014. Marin also sees smartphones playing a greater role in PLA performance in 2014. "As mobile shoppers utilize Google Shopping more in-store and on-the-go, we expect these holiday CTR trends to continue in 2014," Marin projects in the new The State of Google Shopping repo [...]


Google Shopping Expanding 360 Degree Product Images, Making New Hire

google-shopping-featured Last year, Google began adding 360 degree product views to Google Shopping ahead of the holiday season. This year, the search giant continued to tout the 360 views and have expanded from toys to other consumer products that consumers typically like to examine closely such as cameras. Users can move the images around to see all sides, top and bottom of a product and theoretically "feel as if they’re picking up products off the shelf". The company appears to have hired or be close to hiring a new partner technology manager for the program. A LinkedIn posting now states the job is no longer [...]


Report: Google PLAs Deliver 4X Revenue Lift For Retailers In Early Holiday Season

google-shopping-products-featured It's probably not too surprising to hear that retailers have doubled their year-over-year spend on Google product listing ads this holiday season thus far. After all, the paid format of Google Shopping had just rolled out in the fall of 2012. What is stunning, however, is the four-fold increase in revenue that retailers have realized from PLAs versus 2012, according to a holiday retail report from Kenshoo out this week.   ROAS reached $8.62 in the 26 days ending with Cyber Monday that were analyzed for the study. Yes, PLAs delivered a nearly 9 to one return on investment in the [...]


4 Recent Changes To SEO That Are Vital To Holiday Retail Strategy

holiday-shopping-featured It's the holiday season again, and while certain sectors may be winding down for a relaxing month of festivities, online sellers are revving up their retail strategy. It's a crucial, make-or-break time of year for retailers to excel in customer service, gift-wrapping services, and, of course, search. A lot has happened in digital marketing in the last year, and if retailers go about business as usual this holiday season, they may miss out on revenue and customer retention opportunities. To help online retailers navigate SEO challenges and spot new opportunities, this post lists four signifi [...]


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