I turned 56 last week. I’ve written for Digiday (the leading source for all things digital and tech in advertising, marketing and publishing) for a year and a half. This is my 100 percent truthful confessional: I don’t know if digital advertising is more or less of a scam than traditional advertising, and I know next to nothing about ad tech. Also, I don’t Snapchat or Instagram.
—Confessions of an analog man in a digital world
With the share of digital ad spend at 29.9% in 2015 and expected to increase to 39.3% in 2019* the digital advertising marketplace is becoming increasingly competitive for ecommerce retailers.
With this in mind, optimising paid search should be a priority for all retail marketers in 2016. Let’s take a look at some of the most important pay-per-click tips for online retail:
1) Segment Campaigns
Google Shopping and AdWords allow you to bid at product or keyword level, however, this is a feature that many advertisers fail to adopt. It is particularly important in online retail to segment your Google Shopping campaigns to the finest level possible, because your inventory may be seasonal and individual items have different bidding values.
Let’s take ‘women’s clothes’ for example. You could easily just create a single ad group containing all women’s clothes ads; however, this could easily lead to poor performance. It would be a much better decision to segment your products into groups such as ‘blouses’ ‘jumpers’, ‘trousers’ ‘shorts’ etc.
Doing so will allow you to have much better control over bids and bid according to seasonality for example. However this could be taken a step further: it is actually possible to bid for each individual product, so if you know that yellow shorts sell better than the green ones, you can adapt your bids accordingly.
2) Focus on environmental factors
When reviewing your campaign performance, it is tempting to focus on the reasons why you are not making sales, but perhaps you should also be looking at when your campaigns are performing their best?
By looking at the reasons for “good performance,” you may find that your sales can be influenced by environmental factors such as the time of the day, the user’s device or the weather, to which you can also adapt your bidding strategy.
3) Use geographic bid modifiers
For both AdWords and Google Shopping campaigns, consider implementing geographic bid modifiers. Do you only deliver to a certain region? Restrict who can see your ads. Are there some areas that convert better than others? Bid up!
For companies today, mobile isn’t just important–it’s essential.
How many hours each day do you spend on your smartphone? Whether you’re checking your email, searching for a business, or reading the latest stories from Inc., most of us are constantly connected.
We’ve long since passed the time when mobile was a “nice to have” for businesses. Are you doing all you can to attract and convert mobile searchers when they’re looking to find a business fast? A mobile marketing strategy is a must if you want to reach consumers in today’s digital world and grow your revenue and profits.
Google has unveiled four powerful new AdWords features that will help businesses reach consumers whether they’re ready to buy something or go somewhere. Read on to discover how you can use them to make more money and grow your business.
Why is Google Making These Changes?
Google says that “trillions” of searches are conducted every year on Google.com globally (Google didn’t provide a more exact figure – and the last official figure Google revealed was 100 billion searches per month in 2012, or roughly 1.2 trillion per year). But more than half of those searches are being done on mobile devices.
Google actually began the process of rethinking its search results and ads earlier this year, with a goal of creating a more unified experience for its users across devices. Our first glimpse of the future came when Google removed text ads from the right side of search results and added a fourth ad spot to the top of results for highly commercial queries.
But now Google has completely re-imagined advertising for a mobile-first world.