The ROI Revolution Blog

Top 5 Google Analytics Reports for the Data-Driven Retailer

August 20, 2014

analytics reports

“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
~John Wanamaker, 19th century marketing pioneer.

Do you ever find yourself feeling like this? Wondering if you’re getting the best bang for your marketing buck? Fortunately, here in the 2010’s, you don’t have to have this problem. The tracking technology available to online retailers provides incredible insight into your marketing dollars and what they’re doing for you—but only if you know how to find the right data.

We have a motto here at ROI Revolution that highlights a major part of our philosophy: “If you can measure it, you can improve it.”

Have You Asked Google to Highlight Your Ad Text?

August 19, 2014

BOLDI know you’ve noticed this simple fact of Google life: some ads features words in bold, giving them a stronger visual pull than others. I’ve run across support forums with users wondering how to format their ads to look like this. But the truth is, you can just “ask” Google to bold your ads. And I don’t mean you have to contact a Google representative and hope for the best.

Google has a specific algorithm for determining these highlighted words. All you have to do is say the magic words. Literally. When your ad text matches one or more of the user’s search terms, Google automatically highlights those terms in your ad–IF they exist in your ad, and that’s the kicker. Many retailers don’t make the most of this Google feature, so today we’re going to introduce the two routes to achieving this (and why we like one more than the other).

ABC’s of Ad Scheduling for AdWords

August 15, 2014

clock swirl smallScheduling your ads in AdWords is not an entirely new concept for most retailers. Anyone who has been using AdWords for a few years should be familiar with the campaign settings that allow you to adjust your bids based on the hours of day and days of the week. However, ad scheduling is more than turning on (or off) your ads during business hours. In fact, since your website is on 24/7, your AdWords ad scheduling should be based on your shoppers’ online shopping habits instead of your store hours.

The Verdict on Broad Match

August 13, 2014

Modify Your Broad MatchTalk to anyone who works with SEM, and I’m sure you’ll hear varying opinions on broad match keywords. Some love ‘em, some hate ‘em. Today, we’re giving you the verdict on broad match type when it comes to maximizing your ROI.

According to Google, broad match is defined as: “A keyword setting that allows your ad to show when someone searches for that keyword or a variation of it. The broad match keyword “bicycle bell” can cause your ad to show if someone searches for variations like “bicycle bells,” “buy a bell for a bicycle,” and “bell reviews for bikes.”

Broad match certainly has a place in a good AdWords strategy, but it’s not as prominent as Google would like you to think. I say this because Google has made broad match the default setting of every keyword. So unless you specify otherwise, your ads will be showing on a wide variety of searches at Google’s discretion.

8 Google Shopping Campaign Optimization Ideas

August 7, 2014

optimization-ideas-google-shopping-campaignsThere is no hiding from Google’s forced Google Shopping campaign upgrade.  While change is often uncomfortable, retailers cannot afford to sit back and ignore the upgrade of Product Listing Ad campaigns to the new Google Shopping campaign format. So, we might as well make the best of our feelings on Google’s constantly evolving platform.

The only way to feel good about this change is to get out in front of it and optimize the new campaign for the most ideal results. In our experience over the last 9 months of working on the new campaign format, there are clear benefits with the new Shopping campaigns. Plus, we are seeing increasingly better results as we gain further understanding of how to optimize key aspects of the new format.

Just Released: Product Ratings for Google Shopping Product Listing Ads

August 4, 2014

product-ratings-google-shopping-ad-exampleLast week, Google announced they are adding product ratings to Product Listing Ads for Google Shopping results. For ecommerce retailers, having product reviews are the holy grail of social proof for your product catalog. For shoppers, these product reviews have a big impact on the final purchase decision.

So with all the other changes coming in the new Google Shopping campaigns, the addition of product ratings is exciting for retailers. According to Google’s announcement, “This 5-star rating system represents aggregated rating and review data for the product, compiled from multiple sources including merchants, third party aggregators, editorial sites and users.”

3 Reasons Your Campaign Structure could be Killing Your Profitability

August 1, 2014

5840863509_a71098e780_zToday, to celebrate this week’s AdWords for Ecommerce Bootcamp, I’m going to be sharing with you one of the vital best practices we teach our Bootcamp attendees. This practice is particularly important, since it is foundational for your other AdWords efforts.

We’ve found that one of the keys to running a profitable AdWords account is the organization of your campaigns. Your campaign structure affects everything from your quality score to how well you are able to optimize your campaigns. In our AdWords consultations, we commonly see inefficient account structures costing retailers thousands of dollars, both in wasted spend and sales left on the table.

A Remarketing Resolution Midyear Check-Up

July 28, 2014

New-Year_Resolutions_list.jpgRemarketing has been sort of a hot topic for us here at ROI Revolution lately, with last week’s blog sporting some great insider tips on AdRoll remarketing from one of our seasoned analysts, and a can’t-miss post on dynamic remarketing. Our recent case study also gave you an inside scoop on the techniques one retailer used to net a 785% increase in remarketing sales.

Why the remarketing rush now? Well, it’s mid-2014, and at the beginning of the year, we challenged you to make four remarketing resolutions for the New Year. These resolutions were designed to help you make the most of paid search in 2014 through remarketing. So with the year more than halfway through now, and so many great remarketing resources at your fingertips, I think it’s time for a quick refresher on these 2014 resolutions and why they’re important.

Google’s Dynamic Remarketing – 5 Tips to Turn Lost Opportunities into Retail Gold

July 25, 2014

google-dynamic-remarketing-ad.pngNearly 70% of shoppers who add products to their cart end up leaving without completing the purchase.

So, what can ecommerce retailers do about these lost opportunities to convert a website visitor?

Ultimately, remarketing is the best strategy for bringing back those buyers who left without making a purchase. If you can keep your brand and your products in front of motivated buyers, then they are more likely to come back to shop.

AdRoll Remarketing – Reach Your Customers. Everywhere.

July 23, 2014

AdRollRemarketing.pngRoughly 1-2% of shoppers convert on their first visit to an online store. But what about that other 98% that come to your site but leave before making a purchase?

That is where a successful remarketing strategy can take your business to the next level.

Remarketing is the best way to keep your past site visitors engaged with your brand. By keeping track of people who visit your site, remarketing gives you the ability to display ads to these potential customers as they browse other sites across the web.

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