The ROI Revolution Blog

Google’s GTIN Compliance Deadline is Approaching Fast. Are you Ready?

May 3, 2016

Conveyor-UPCIn case you weren’t aware, Google is requiring that anyone selling products with a Global Trade Item Number (GTIN) must provide that number for items on Google Shopping as of May 16th. Non-compliance means those products will no longer be listed. Ouch.

Before we go any further, let’s go over what a GTIN is so that you’ll know if your business qualifies. Ok, go grab one of your products. Got it? Good. Now, do you see that little bar code on the back of your package? Congratulations, you’ve got yourself a GTIN!

In the United States, those barcodes with the numbers on them are referred to as UPCs (or ISBNs for books). If your product has one and it’s on Google Shopping, it needs to be included in the listing.

In Europe and some other regions, they are known as EANs. In Japan it’s a JAN (see a pattern here?). All over the globe these numbers exist on the vast majority of products sold. And everywhere they are, they need to be updated for Google.

Facebook Ads No Longer a “Silent Auction”: New Tool Shows You Why the Other Guy Got the Bid

March 29, 2016

FacebookMegaphoneIf you’ve delved into Facebook advertising at all, you’re probably familiar with the three bare-bones factors Facebook uses to determine where to place your ads. Here’s a quick recap from the Facebook for Business Page:  

  • Define your target audience.
  • Set an objective for your campaign (brand awareness, leads, or sales).
  • Place a monetary value on the conversion point you’re aiming for, such as impressions, social engagement, or purchases.

Sounds simple enough. But what happens if you’ve defined all three of these with laser precision, and your campaigns still aren’t achieving the wide reach you intended them to? Last week, Facebook announced its newest feature, Delivery Insights, to delve into the possibilities of why you may not be getting those top ad spots.

Google Introduces a New Split Test Feature in AdWords

March 21, 2016

data_analysisDo you ever wish that Google would just tell you which of your ads is the top-performing?

Well, your wish just came true.

Google has now added that capability right in the AdWords interface!  We have spotted this cool new feature under the “Ads” tab in AdWords, and found that Google can now compare two ads to declare a winner immediately.

Years ago at ROI, our developers created tools to perform this split test analysis, so this practice has long been incorporated into our account management and best practices.

However, this new feature could save you a lot of time and frustration if you are only looking to optimize ads in a few select ad groups.

Here’s how it works.

Facebook Seminar Recap: Targeting that Hits the Bullseye and Ad Anatomy that Doesn’t Look Like Frankenstein’s Monster

March 16, 2016

DSC_0155eSince ROI Revolution has several one-day seminars coming down the pipeline, we wanted to give you a picture of what those look like from beginning to end. Our most recent event was “The Secrets of Facebook Advertising for Retailers” on February 10th: 1-day seminar jam-packed with the why’s and how’s of advertising on Facebook.

Here are just a few pieces of feedback we got after the event:

“Great Seminar! I got so much more out of it than I ever expected to learn in 8 hours. I now feel confident and equipped to tackle Facebook advertising for our company and hopefully some great ROI!”

“The seminar provided very concrete, clear, actionable steps on launching, maintaining, and optimizing a paid presence on Facebook. A day well-spent!”

(And here’s another favorite: “I laughed, I cried, it became part of me.”)

ROI seminars go from mainstream instructing, to peer learning, to one-on-one advice, upholding our unique structure that enables people of every learning style to benefit. The day began with sessions on the “why” of Facebook advertising…or more like “Why not?” Why not advertise on a platform that costs ⅓ as much as Google, with the same audience size, and even more targeting options?

Straight from Google: The Shifting Momentum of Paid Search

March 14, 2016

paidsearchmomentumThe momentum of change in paid search is staggering.

We finished our annual benchmark report last month, which reviews paid search trends over the last two years.

Usually, these industry insights remain exclusive to our analysts and clients. But this year, the trends we saw were just too important not to share.

Take Google Shopping for example. Shopping has been a hot topic for a while now, but did you know that roughly half of Google Search clicks are now Shopping clicks?

Two years ago, it was 31 percent. Two years before that, Google Shopping as we know it today didn’t even exist.

When you delve into Google Shopping click volume by device, the numbers are even more game-changing:

55 percent of Shopping clicks are now coming from mobile.

What does this mean for your ecommerce marketing strategy?

Join Google and ROI Revolution live on March 17th at 2pm, as we discuss this and other important industry trends—and what they mean for your business.

Register today and save your seat. We’ll be answering all attendee questions, so make sure to join us live!

Google Wants to Challenge Your Thoughts on Innovation

March 8, 2016

Google SummitThe team from Google didn’t disappoint with their presentation at this year’s Summit.

Bickey Russell and Jason Shamus from Google’s Agency Development team began their presentation – Innovation Comes from Everywhere – explaining how jazz musicians and freestyle rappers use the same parts of the brain when expressing themselves.

Their conclusion was that we are most innovative when we let go (and yes, he did use a GIF of Elsa from Frozen).

Hoping to spark an internal fervor inside his audience, Russell set the tone with a quote: Innovation can’t be ordained. However, you can create an environment where it will evolve organically. I believe this is the main message Google wanted to impart.

After a compelling intro with aforementioned Elsa GIF, the duo broke down preconceptions of how innovation is created, where innovation is created and who is able to innovate. And they shared several examples to prove their point – innovation can, and does, come from everywhere.

Google Goes Live with Significant Changes to Ad Placements – What You Need to Know, and What You Need to Do

February 25, 2016

googleremodelsadlayoutEvery year there are changes that impact the paid search landscape —and 2016 is no exception.

Exhibit A: Google is remodeling their search results page, namely, removing ads from the right side of desktop searches, as well as adding a 4th ad to the top of the SERP (on queries with “high commercial intent”).

While we don’t yet know the exact impact this shift will have on the paid search marketing world, we expect to see competition on Google AdWords increase sharply, which will almost definitely drive up CPC.

Because many of you still rely heavily on Google text ads, we have 5 recommendations on what you can do right now to preserve your traffic and sales and minimize any negative impacts to your paid search investment. These are recommendations that we implement for our own clients, but we want to make sure everyone can take advantage of them in light of this news.

Ecommerce Wisdom from Tom & Joe at the 10X Event

February 24, 2016

TomAndJoe10Leversto10XYourBusinessTom and Joe, art ecommerce entrepreneurs who built Canvas On Demand and Great Big Canvas before selling to Cafe Press, brought it with power at our 10X Ecommerce Event. Their main stage presentation was a highlight of the event that inspired as much as gave kicks in the butt.

Their first of ten points was brutal: not hitting a goal you’ve decided upon is FAILURE. There is no room here for pleasantries and good tries. Respectable growth is a flop after you’ve set the true mark. When your goal captures your whole heart and not just your ego, you will become decisively honest about putting in place the reality necessary to define your success.

From Spectator to Star-Player: Hands-On Involvement at the Summit!

January 28, 2016

Interaction is the factor that makes our Summit unique. We have plenty of resources for those who are a little more comfortable on the bench, but today, we want to highlight the moments our all-star player attendees are able to get involved this year, even with the keynote speeches.

We’re currently polishing the final attendee-driven Q&A topics with Ashlee Vance, the author of Elon Musk’s biography. We have so much we want to know about the wonder of Paypal and Elon’s success as an entrepreneur – maybe we can absorb some of his tactics for success! Hopefully it’s not total rocket science.

Paco Underhill, consumer analyst and author of Why We Buy, will be showcasing the development of e-commerce using our attendees’ websites as examples. They’ll be featuring their hard work in front of their peers, which would be a great starting point for a conversation during networking times (there’s 10 hours of those, by the way!)

Fast 5 with a Senior Analyst: What You’re Missing if You Haven’t Scheduled Your 1:1 Session!

January 12, 2016

Becky Parker HeadshotGet ready to hear from an expert in today’s Summit blog! The Events Team interviewed Becky Parker, a Senior Analyst and Adwords guru here at ROI. Becky started her career as a schoolteacher and has expanded those skills by using her hands-on experience managing client accounts to educate online retailers on marketing profitably with paid search.

One of her favorite settings to use her passion for education is during our events, hosting 1:1 Adword sessions. In our interview, Becky gave us a glimpse into past sessions and just how much they have benefited online retailers (if Adwords isn’t a priority for you, don’t worry…we have several other 1:1 session categories. Read on for more information!)

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