The ROI Revolution Blog

Happy Holiday Marketing! 5 Quick Tips for Google Shopping Success

October 24, 2014

Gift_Box_in_Money_Wrapping_Paper_-_Medium-_ShadowIn September 2014, Google finalized the migration from the legacy campaign format with Product Listing Ads to the new Google Shopping format. This was a game changer for retailers across the board.

With the new format, account managers have access to competitive benchmark data to assess trends more clearly at a top level, as well as the ability to drill down further and optimize accordingly.

Now, as great as that all sounds, many retailers are still trying to wrap their heads around this major change, especially in light of the rapidly approaching holiday season.

Sales in November & December can either make or break an entire year for many of our clients, so getting Google Shopping (which makes anywhere from 20%-60% of sales for many accounts) optimized is crucial.

There’s an App for That: Google Analytics on the Go

October 22, 2014

keep-calm-there-s-an-app-for-that-14With the holidays fast approaching, it’s more important than ever to keep your fingers on the pulse of your ecommerce business. A problem with your AdWords account or website during key holiday business hours could mean a big hit in lost sales if not caught quickly.

The problem is, that’s easier said than done - especially at the holidays, where both your crazy business life and crazy personal life can keep you away from your computer at key hours.  Your iPhone may be your lifeline in the busy seasons, but with a website as complex as Google Analytics, that 3 x 5 screen just doesn’t lend itself to important data check-ups.

Luckily, Google made sure there’s an app for that.

Retailers: Stay Current & Relevant in a Fast-Paced World

October 20, 2014

trafficconversionsummitEcommerce is booming around the world. There’s no denying the rapid pace and constant evolution of the ecommerce industry. Every year more and more shoppers are turning to the internet for more convenience, better product selection, and the lowest prices. According to the Centre for Retail Research, online shopping in the U.S. accounts for 11.6% of the total retail market share. And over half of the U.S. population shops online.

As a retailer, you know (and probably recognize) the growth happening in your own business as online shopping becomes more popular. However, this rapid growth means you have to be poised and ready for anything when it comes to driving qualified traffic to your site and creating more sales.

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.

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