The ROI Revolution Blog

A Tale of Two Landing Pages

July 21, 2014

google thumbnail image.JPGLast week, we talked about the importance of your Quality Score in reaching your ROI goals. In case you missed the post, Quality Score is a good way to keep tabs on the "customer service" rating of your AdWords campaigns. Today, we're going to discuss one key element of your Quality Score--your landing page--through the eyes of your user.

Is the Display Network's Extended Keyword Match Draining Your Ad Spend?

July 16, 2014

drain-money.jpgFor years advertisers on Google's Display Network were limited to Keyword Contextual Targeting, which serves your ads on website content relevant to your keywords. In recent years, Google has greatly expanded their targeting options, providing an unrivaled ability to find your perfect audience.

While keyword targeting is a mainstay for advertisers, this feature itself has also evolved. Last year, Google expanded keyword matching with an extra layer of behavior-based targeting criteria called "extended keyword match."

Three Lessons from Intel's SEM Success

July 15, 2014

Intel.pngIn June of this year, Google released a case study detailing Intel's success with brand building via AdWords. I found this a little odd, since most businesses involved in search engine marketing tend to view branding as a "side effect" or secondary pursuit at best. This is especially true for retailers on the whole.

So it was very interesting to learn that Intel has actually been using search engine marketing as a key part of their brand strategy over the last decade--and with great success. While branding via AdWords certainly isn't successful for every business model, I believe there are still some golden nuggets in this case study for anyone using AdWords. That's why today, I'll be sharing three lessons you can learn from Intel's success to apply to your own AdWords campaign.

Google Quality Score: Putting the Customer First

July 11, 2014

pen-162124_640.png"The customer is always right" is a classic business mantra that has never been more important than it is today. With the Internet giving your customers anywhere from a dozen to hundreds of options for just about any purchase, you can't afford to skimp on customer service. And I know I'm preaching to the choir on this one, especially in an online retail world competing with Amazon's customer service model.

But believe it or not--Google has actually created a system that encourages you to provide good customer service right from the start. You know this system as Google's "Quality Score." Many of you might consider it more harmful than helpful. But today I want to briefly offer you some fresh perspective on this AdWords reality.

Google Trusted Stores vs. Amazon

July 10, 2014

hero-overview.pngFree two-day shipping. Some of the best customer service on the Web. An Internet-wide reputation as a trusted seller of... well, everything. If you're in the business of online retailing, this is the competitive reality you deal with every day. Many merchants and marketplace sellers willingly give up their autonomy in exchange for the chance to piggyback on Amazon's traffic and trust. Amazon.com has grown by leaps and bounds to dominate the ecommerce market, but that doesn't mean you have to join their marketplace just to keep your business viable.

Google has many different free tools available to help online retailers capitalize on their corner of the Internet, but our focus today is Google Trusted Stores and how it can help your business compete with Amazon.

Five Reasons You Shouldn't Miss Bing Product Ads

July 8, 2014

product-ads-screen-2-351x241.pngEarlier this year, Bing announced their entry into the world of product ads, roughly six months after Google unveiled their beta upgrade from Product Listing Ads to Shopping Campaigns. Product listing ads are growing in popularity with both consumers and advertisers, and for good reason.

So it's no surprise that Bing is getting in on this profitable trend. And while Bing does tend to draw significantly less search volume than Google, there are still several good reasons you should consider expanding your campaign to Bing Product Ads.

Channel, Competition & Customer: Takeaways from #IRCE2014

June 26, 2014

Channel, Competition, Customer blog image.pngIRCE (Internet Retailer Conference & Exhibition), as you probably know, is the world's largest ecommerce event. It is one we've been attending for the past five years. This year, as I sorted through the deluge of information, thoughts, and notes post-IRCE, three common "themes" jumped out at me as important takeaways for any retailer, regardless of size.

The ecommerce landscape is changing faster every year. Staying on top of new trends and innovations in these core areas is vital. As Jeff Bezos, founder and CEO of Amazon, once said: "What we need to do is always lean into the future; when the world changes around you and when it changes against you - what used to be a tail wind is now a head wind - you have to lean into that and figure out what to do because complaining isn't a strategy."

Paid Search Strategies for Multi-Channel Retailers

June 17, 2014

Thumbnail image for hope is not a strategy.pngAccording to a study commissioned by Shop.org, the online retailers surveyed said that 46% of their marketing budget is dedicated to paid search (40% for traditional paid search, plus 6% from product listing ads). This is almost half! So, why is almost half of a retailer's budget dedicated to paid search?

When it comes to online marketing, paid search is one of the most measurable forms of marketing. Every dollar spent in a paid search campaign can be tracked and measured. This allows retailers to quickly identify areas where they are wasting money and focus their efforts on more profitable products and categories.

Top 5 Tips for Winning Big on Comparison Shopping Engines

June 9, 2014

5-tips-cover-pic.pngGoogle and Amazon are powerhouses when it comes to comparison shopping engines. Forrester estimates that combined these two domains dominate over 33% of the 'top of the funnel' destination for online shoppers. The fact that online shoppers are more likely to start their research on Google or Amazon means that retailers need to be prepared to reach those shoppers via their shopping engine platforms (i.e. Google Shopping and Amazon Product Ads).

The 4 C's of the Viral Video Paradox

June 5, 2014

AustinHeadshot-208x274.jpgAustin Craig, pitchman for Orabrush, shared his experience with creating viral videos at the Retail Traffic Summit 2014. In his session he discussed the ways that retailers can plan for a viral video.

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