The ROI Revolution Blog

Getting Started with Google’s Website Call Tracking

September 17, 2014

googlewebsitecalltrackingThe most valuable aspect of paid search marketing is the ability to track conversions down to the campaigns and keywords that initiated them. But for businesses that rely heavily on making sales or collecting leads over the phone, tracking calls and call conversions has long been a difficult and expensive undertaking.

We recently discussed call tracking and why it’s so vital in our retailer web clinic, Tracking Down AdWords Success. We featured one retailer who saw a 60+% increase in phone orders through strategic optimization with the help of Call Tracking Metrics. This is the third party call tracking option that we have found the most useful for call tracking efforts so far, since it can be used for all online advertising sources and provides a way to pipe in the exact value of phone orders.

But some retailers just don’t need that kind of power and precision. Enter Google Website Call Tracking. Google’s call tracking solutions are less powerful and  sophisticated than third party software like Call Tracking Metrics, but they are available free of charge (you’re still charged for the click on the ad or call extension, but there are no monthly or per-minute charges for the service). This is a good option for some smaller retailers who may not take a significant portion of sales over the phone, but would still benefit from more visibility into their calls.

What Do I Do with Paid Search When My Seasonality Ends?

September 12, 2014

Blog Post - Uncle SamWe wait all year for summer, and then it seems to end so quickly! A lot of retailers feel the same way, as it happens to be the peak season for many businesses. So what are you to do with your paid search marketing strategies when seasonality ends?

We suggest treating it a lot like prepping a log cabin in the mountains for the coming winter – collect some fuel, stock up on good eats, and just make sure that the changes outside don’t creep inside.

Our summer-focused clients accept the grim fact that sales simply will not be as high outside of the magical warm months, so we focus instead on keeping their profitability up.

There are several ways to keep making money while sales decrease; the key is to simply make sure that you are paying less for each sale, and that you are still targeting those customers who are still coming in the door.

Dynamic Search Ads…or Hidden Treasure?

September 10, 2014

Do you offer thousands of products on your website and don’t know where to start when building an AdWords account? Well, lucky for you, Dynamic Search Ads is here to help!

Dynamic Search Ads allow you to target searches relevant to the products you sell on your website using dynamically generated ads. How? I’m glad you asked.

So Call Me, Maybe? – Our Secret to Successful Call Tracking

September 4, 2014

call_me_007For a more in-depth review of our secret to successful call tracking, watch the on-demand replay of our recent web clinic, Tracking Down AdWords Success: The Mystery of the Missing Metric.

Closing the loop between paid search advertising and phone sales has always been a challenge for eCommerce retailers. But while the challenge is real, businesses who drive 30% or more of their sales over the phone can’t afford to not understand where these calls are coming from.

Managing paid search for a company with a large portion of revenue coming in over the phone is difficult, I can tell you that. You can see in AdWords and Analytics that keywords are driving a lot of traffic to the website, but you can’t see them converting. Are these visitors not finding what they need? Did the ad text not line up with the landing page in which they were taken? Is the product out of stock? Or did they pick up their phone and place an order?

Quality Score: Bing Ads vs. AdWords

September 2, 2014

anna post screenshot 1Have you noticed that Bing Ads is starting to look a lot more like AdWords? But things still aren’t quite the same – for example, did you know that quality score is different for Bing Ads than it is for AdWords?

Let’s take a closer look at the differences and how you can get the most out of your keywords on the Bing Ads networks.

For both AdWords and Bing, quality score represents a similar idea: it’s a number between 1 and 10 that tries to measure and represent how relevant your keyword, ad content, and landing pages are for search engine users.

So, what makes them different?

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.

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