The ROI Revolution Blog

The Greatest Generation Goes Mobile: Optimizing for Senior Citizens

October 17, 2014

Make Your Mobile Site AccessibleWhen we offer suggestions to our clients on how to best optimize their mobile website, accessibility (and thus, ease of purchase) is usually the main concern. However, accessibility can mean very different things to different people, and especially to different age groups.

Retailers who find older people in their core consumer group must endeavor to make mobile sites accessible even to those with age-related disabilities, lest they find themselves losing sales to retailers who take the time to do so.

A 2014 study, “Accessibility To Mobile Interfaces For Older People” reviews different mobile applications that can be used to make a mobile phone interface more accessible. Authors Diaz-Bossini and Moreno test the various applications against an accessibility checklist, and then rate how they perform. While the study itself is interesting, we focus on the checklist against which they rated the mobile applications.

Getting A Slice Of The Pie: Why The Top Ad Position Might Not Be All It’s Cracked Up To Be

October 15, 2014

SONY DSCIt’s that time of year again! The leaves are changing, the temperature is dropping, and once again we have come face to face with the indomitable force that is the pumpkin. In honor of pumpkin-flavored everything, this week’s research post is going to take a look at the life PPC lessons we can learn from, you guessed it, the pumpkin pie.

Our study this week focuses on ad positioning and how the top position may not be all it’s cracked up to be. Researchers used data from a search engine marketing firm to conduct their analysis and they looked at the effect of position on impressions, clicks, conversions, and revenue for over 2,000 keywords over a 90 day period.

AdWords for Video and YouTube: Is It Right for Retail?

October 13, 2014

youtube-logoYour search results are on fire. You’ve had success with remarketing on Display. Your e-mail blasts keep past customers coming back.

What is the next piece of the puzzle to keep up continuous growth? What can you be doing that your competitors may not be? For many retailers, the answer is video advertising.

When people aren’t searching or reading, they’re often watching YouTube. You likely already know that YouTube is the second biggest search engine overall with monthly searches in the billions and growing.

This world, while massive, is certainly is not limited to cat videos. More than ever before, your customers may be using YouTube to learn more about products before making purchase decisions. Product reviews, unboxing videos, and demonstrations are becoming more commonplace, especially in tech retail.

Paid Search Holiday To Do List: 5 Steps For Q4 Success

October 7, 2014

It’s that time of year again…the weather is cooling down, travel plans are being made, and holiday excitement is spreading!  For all the advertisers out there, we know the busiest time of year is upon you and that you are wondering if there’s any way to truly be prepared.  While it may seem like a large undertaking, I assure you there is a light at the end of this holiday tunnel.  The best advice I  can give for the Q4 season is to PLAN AHEAD.

By planning ahead and making sure you are prepared prior to the Q4 shopping season you leave yourself in an optimal position to master anything that comes your way. This is what we always try to help our clients do in the crazy Q4 season, so we’re busy ramping up towards the holidays ourselves. That’s why I wanted to share my top 5 steps in preparing for Q4 success today.

A Pinterest-ing New PPC Platform

October 3, 2014

Unless you’ve been living in a cave the past couple of years, you’ve seen Pinterest rise from a teenage pastime to a pivotal staple in many marketing routines. In fact, in 2012, only two short years from its birth, Pinterest was driving more web traffic to other sites than Google+, LinkedIn, and YouTube combined.

Let’s face it, the world is changing. And with it, consumers have changed the way they shop, who they trust, and how they buy. Your job is still to satisfy the needs of your customers, but how you approach the consumer and how you effectively package information is constantly evolving.

Revenge of the Nerds: Why Popular Search Queries May Have Lower Click-Through Rates

October 1, 2014

GlassesIn the world of paid search, we’re always going for more; more clicks, more sales, better conversion rates, better rankings. It’s a never ending quest to be more popular and more liked than our competitors. It’s high school again, and we’re gunning for prom queen.

But, popularity might not be everything, at least when it comes to keywords and search queries.

Once again, our featured study comes out of the Columbia Business School, this time focused on search queries and, specifically, what query characteristics indicate how likely a user is to click on an ad.

Google Shopping: How to Take Back Control From Google!

September 30, 2014

keep-calm-and-take-controlTaking back control from Google is all about putting your best foot forward in Google Shopping (without letting Google decide which foot is your best foot.)

Pure and simple, Google Shopping is a Comparison Shopping Engine. This means it runs off of a product data feed, rather than keywords. Google uses the titles, descriptions, and other attributes submitted in your feed to match products to a user’s search query.

Since there are no keywords to manage or ad copy to optimize, you may feel restricted in your ability to improve Google Shopping performance.

There is hope, however. Aside from creating a high quality product feed to increase Google’s potential for matching your products to the right keyword, there are some optimizations within AdWords that will help you take control back from Google. These AdWords optimizations will ensure that your top products are matching to relevant search queries.

Game of Phones: How Advertising Necessities on Mobile Can Boost Your Business

September 25, 2014

Game of PhonesIt’s no secret that mobile advertising is “the next big thing.” In fact, the hype around mobile ads has been nearly inescapable for the last year. The Internet is riddled with articles about how to get the most out of your mobile advertising dollars. Most of the “tips and tricks” are things we’ve all heard of and have probably already implemented: Target your users! Test your ads! Write compelling ads! And the list goes on.

In reality, it’s rarely that simple and the results on mobile advertising seem to be a mixed bag at best. One advertiser may see wild success with mobile advertising while another may experience dismal failure. The question is, why?

Fundamentals to Successful Campaign Building

September 25, 2014

lego-stack

So, you’re faced with your one of your first adventures in AdWords. You need to build campaigns! They are the bread to your advertising sandwich, the crust to your advertising pizza…you get it. Creating the right campaign structure for your AdWords campaigns will help to improve your profitability. This will have a lasting benefit for your business. By keeping a theme in mind for your campaign, compiling a relevant keyword list, tailoring your ad headlines and finding the most applicable destination URL for each ad group, you can not only improve your Quality Score through Google but improve your click-through-rate, conversion rate and overall customer experience. Are you wondering where to start?

Bing Changes How You Bid on Desktop and Tablet

September 22, 2014

for-the-love-of-our-devicesMany advertisers were at first frustrated with Google’s Enhanced Campaign update taking away bid controls for the tablet segment. At that time, Bing remained a light in the darkness, touting that they would stay with the initial method, allowing us to separate bid changes for tablet and desktop.

Fast forward to now, and it seems more advertisers have developed a taste for simplicity and higher degree of parity with the AdWords platform. First announced in June, and now executed a week ago, Microsoft has changed priorities to suit customer demand. Much like Google, now the desktop and tablet device segments are merged as one.

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