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Advanced PPC Strategies for Your Ecommerce Site

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Ecommerce is one of the most challenging and competitive verticals in SEM.

No matter what industry you’re in, you’re undoubtedly competing against behemoths like Amazon/Walmart with a constant fear of scrappy niche startups nipping at your heels.

As more and more dollars shift toward Shopping ads and the competition continues to climb, retailers need to adopt more advanced strategies in order to stay ahead.

Implement Shopping Brand & Non-Brand Keyword Segmentation

Keyword-based text ads allow retailers to easily understand a consumer’s window of intent and are able to optimize accordingly.

However, shopping ads were created on a product-based bidding model, which means Google’s auction selects what products show up for a specific search result.

This model takes away an important aspect of optimization and bid control because retailers are not able to bid differently on a consumer throughout their purchase journey.

While this can be disheartening it doesn’t have to be!

There is a solution to the product bidding disadvantage:

Keyword segmentation.

Through the shopping setting, campaign priority, you are able to control how much you bid for different types of queries.

How do campaign priorities work?

When you have the same product in multiple shopping campaigns, you can determine which campaign should participate in the auction for that product with the campaign priority – high, medium, or low.

The highest priority campaign will always enter the auction first, regardless of how much you are bidding.

To create a shopping keyword segmentation structure retailers must start by building three campaigns of the same product, or group of products, each with a different priority setting – high, medium, and low.

The priority settings will act as a funnel, filtering down more specific keywords via negatives.

Below is a table to highlight how the shopping keyword segmentation structure works.

Campaign Name Search Terms Campaign Priorities Negative Keywords Bid
Non-Brand Non-brand queries High Brand queries Medium
Catch All Inefficient non-brand queries Medium Brand queries Low
Brand Brand queries Low High

Shopping keyword segmentation gives advertisers the ability to:

  • Own the SERP on branded terms.
  • Optimize bids based on non-brand performance.
  • Control what products to advertise at different stages of the purchase journey.

Shopping keyword segmentation is a worthwhile approach to ensure you are driving sales on high intent queries and cutting spend on inefficient head terms.

Dynamic Search Ads Are an Asset, Not an Accessory

Leverage the power of Dynamic Search Ads to expand your keyword set at a lower cost.

When crafting ecommerce campaigns, you’ll often find that the most logical keywords are also the most expensive and least profitable.

There’s an old adage that around 15% of daily searches are not new to Google; sure you’ll find them via broad match with a higher CPC, but it’s more efficient to let DSA do the dirty work for you.

When crafting a DSA campaign, here are a few things you need to keep in mind:

  • Pages and URLs are your keywords. Make sure to segment like-sections of the site into their own ad groups to maximize copy relevancy.
  • By the same token, use negatives! Block DSAs from going to irrelevant pages. I doubt there would be any relevant queries coming from pages around careers or return policy.
  • Leverage a full suite of extensions, just like you would for a keyword targeting campaign. They’ll likely see less volume due to lower ad rank, but better to have them present.
  • Use any and all audiences available. Spend the majority of your time optimizing toward people, and let the engines pick the keywords.
  • Smart bidding features (target ROAS/CPA and eCPC) help amplify the effectiveness and efficiency of DSA’s. Use them often.

It’s a common practice to take all converting keywords from a DSA campaign and deploy them into a traditional keyword-targeted campaign to maintain control.

While this is an effective way to ensure maximum volume, oftentimes CPCs spike to the point of being inefficient when targeting every query instead of when DSAs determine its most likely to convert.

Unless a single query is getting dominant volume or underperforming relative to keyword targeting, it’s recommended to leave them be.

Adopt Google Showcase Shopping Ads

In 2016, Google launched a new ad format – Showcase Shopping ads.

This solution looks to better position ecommerce, retail, and fashion advertisers with their customers.

Think of Google Showcase Shopping ads as your digital storefront. It’s the window shopping solution your online customers are looking for.

You’re able to group together different ecommerce, fashion, and retail products using vivid, high-quality digital images.

You can complement existing products with multiple smaller products, or combine several “me-too” products within a larger discounted offer.

Showcase ads are used to target more generic non-brand queries and appear on mobile search results.

On the SERP, the ad features a brand-specific, customized hero image relating to the search query along with two smaller images.

Showcase Shopping ads

These smaller images show the actual products. When the user clicks into the ad it features the custom hero image, a custom description to help introduce the brand, and up to 10 individual products.

Aside from the visual differences, Showcase Shopping ads use maximum CPE (cost per engagement) bidding, which means that advertisers set the highest amount that they are willing to pay for an engagement.

They then are charged when someone expands the ad and spends 10+ seconds within the ad or when a user clicks on a link to the site before the 10 seconds.

In 2018, Showcase ads continued to gain mobile click share and have continued to gain momentum in 2019.

This ad format is a great branding tool, tailored towards user engagement rather than user acquisition and best used as an upper-funnel tactic.

Connect Online to Offline with Local Inventory Ads

According to Google, almost 80% of shoppers will go in-store when the retailer has an item they want immediately.

One of the best ways to address this expectation of immediate in-store availability is through local inventory ads.

This ad format is a great way to drive customers to your store, capturing their attention by highlighting products available at stores nearby.

Local inventory ads appear on mobile queries that include local intent (for example, “dresses near me”) and will trigger if the user is within 35 miles of a store.

When users click on your ad, they’re immediately directed to your Google-hosted local storefront page.

Your customized storefront page includes:

  • A product description.
  • An image of the product.
  • Links to your website.
  • Your phone number.
  • Your store’s hours of operation.
  • A map providing directions to your store.

Customers can also buy directly by clicking through to your website.

Local Inventory Ad & Local Storefront

While local inventory ads are a great option for all brick-and-mortar advertisers, the setup and maintenance can prove challenging.

Advertisers must ensure in-store availability and inventory counts in the feed are updated daily.

In an attempt to alleviate the onboarding and maintenance of local feeds, Google launched a local feed partnership program. This new program allows third-party inventory data providers to provide sale and inventory data to Google on behalf of the merchant.

Once an advertiser launches local inventory campaigns the recommended way to measure impact is through multiple sources, like Google Ads and Google Analytics.

Monitoring key metrics like in-store traffic and online orders, as well as other analytics, allow retailers to optimize campaigns toward in-store visits and resulting offline and online sales.

Target the Less Obvious Audience

Audience tools like demographics, customer match and retargeting are some of the more powerful features Google and Bing have created in recent memory.

Advertisers have the ability to customize messaging, increase/decrease bids and generally pinpoint whatever or whomever you want!

Some of the most commonly used (and recommended) audiences are in-market, meaning Google is able to hone in on people who are actively researching to make a significant purchase.

If you’re an insurance company, it seems like a no brainer to add an audience of users who are in market for insurance, right? The challenge is all of your competitors are doing the same thing.

Consider using audiences as a way to find what else your audience likes and target accordingly.

If you’re selling handbags or jewelry, you might find success targeting men who want to buy something for their significant other’s birthday or anniversary.

Boutique fitness club? Try targeting users interested in organic food.

Google has a bevy of tools to help identify these cohorts as well. Head over to the Audience Insights section of the audience manager to get a view of what your audience likes relative to the rest of the country.

Below is a snapshot from a luxury watch seller. Perhaps it shouldn’t be too surprising the audience indexes high for Pools, Sailing, and Trips to Miami!

Target the less obvious audience

Re-Evaluate Your KPIs

Return on Ad Spend (ROAS as we all affectionately call it) can be a dangerous metric. It’s a single snapshot in time, evaluating only whether a single order made money or not.

Optimizing to single-purchase ROAS only will diminish the ability to compete in challenging auctions. Consider evaluating towards Cost Per Acquired Customer, Customer Lifetime Value or one-year customer payback as a better true north metric.

For true, top-of-the-funnel prospecting search terms, consider targeting micro-conversions or “steps” as a way to add value without breaking the bank.

Optimize toward an email list subscribe, or use early-stage terms as a way to build retargeting pools to market to later.


Featured Image Credit: Paulo Bobita
All screenshots taken by author



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Why behavior analysis is important online business

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30-second summary:

  • A typical consumer now owns an average of 3.6 devices which means a person’s journey may start from a laptop and end on a mobile or a tablet.
  • In the ecommerce business, the cart abandonment rate is the thing that haunts most of the business owners.
  • Developing analytical skills can help you better manage these obstacles.
  • MD of SEO Discovery shares a guide to help you understand Cohort Analysis and Behavior Analysis to eliminate roadblocks and improve engagement.

In today’s digital age, the customer journey is getting complex day by day and if you are doing online business then it’s vital to understand your customer journey. A typical consumer now owns an average of 3.6 devices which means a person’s journey may start from a laptop and end on a mobile or a tablet.

In the ecommerce business, the cart abandonment rate is the thing that haunts most of the business owners. According to Statista, 88.05 percent of online shopping orders were abandoned in March 2020 worldwide, which means over 88% of people added selected products into the cart and left without buying for various reasons. This is a massive business opportunity loss for ecommerce players.

Developing analytical skills can help you better manage these obstacles. Without adequate knowledge of analytics, your marketing won’t work because you won’t know what worked and what didn’t work. All the marketing suits come with analytics tools to help perceive the behavior, engagement metrics, and demographics of the visitors coming to a website. The most common web analytics tools are Google Analytics, Adobe Analytics, Kiss Metrics, and Mixpanel. They generally come with the following features and capabilities:

  • Real-time analytics
  • Mobile analytics
  • Attribution modeling
  • Segmentation
  • Ecommerce tracking
  • Funnel analysis
  • Cohort analysis
  • Cross-device tracking
  • In-page analytics (Session recording, click tracking, heatmaps)
  • Goal conversion tracking
  • Event tracking
  • A/B testing

Every feature has its own data sets which can be compared to help you make informed decisions. Today we are going to understand Cohort Analysis and Behavior Analysis to eliminate roadblocks and improve engagement.

What is a Cohort Analysis and why is it important?

Cohort analysis is a subset of users grouped by shared characteristics. It simply allows you to compare the behavior and metrics of different cohorts over time.

Cohort Analysis Example – Finding Engagement Drop

Let’s suppose you have an online food ordering website/app and using acquisition date (when users started their first sessions) cohorts you can find out when in the customer lifecycle your users tend to drop off.

Cohort table for behavior analysis

The best way for visualizing this data is to chart out the retention curve, portraying retention over time.

Cohort Curve - Behavior analysis

This retention curve clearly reflects the most important insight – around 75% of the users stop using the website after the first day. We can see a downfall in the engagement. Hence, it’s evident to improve the overall experience and abet customers through daily offers/coupons to boosting retention.

Cohort Analysis Comparison – Organic vs Direct

The below cohort analysis indicates that organic traffic has a better retention rate than direct.

Cohort - Organic vs Direct - Behavior analysis

 

Visitor behavior analysis and its importance

It’s a process of tracking user behavior on a website and there are some great tools in the market that give accurate information. Tools like Hotjar, MouseFlow, Crazy Egg record visitor sessions to see how visitors are navigating on the website. They also offer click tracking and heatmaps to analyze the most engaging and ignored (skipped) elements on a page.

Screenshot - Mouseflow - Understanding visitors' behavior analysis

If you look at the above heatmap, you would notice that no one bothered to click on “PORTFOLIO” in the top menu, which means people aren’t interested in see the portfolio. Maybe we have to replace it with something more interesting (like Case Studies, Achievements, and more) which grabs a visitor’s attention. These kinds of insights help you add/remove elements to improve page engagement.

Using filters, you can further segment your audience to dig deep and pull out actionable insights, see those filter below:

Screenshot - Mouseflow_Filters

In Google Analytics, behavior flow gives you a visual presentation of how people are navigating on your website. You can apply segments to get a deeper view of their behavior and it also enables you to apply different dimensions on top of these segments to get actionable insights.

 GA Behaviour Flow

The power of these analytical tools lies in the fact that it allows you to view which customers leave and what’s making them leave your website/app – so that you can fix it. You can also hire a professional digital marketing agency that can help you find these hurdles and remove them to enhance your overall engagement.

Mandeep Singh is the MD of SEO Discovery. He’s mission is to provide affordable digital marketing services to startups and SMEs. He’s an official member of Forbes Agency Council. You can find him on LinkedIn.



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Top 15 Chrome extensions for social media marketers

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30-second summary:

  • When it comes to the internet browser, Google Chrome, with its extensive list of extensions is the indisputable chart-topper.
  • As a digital marketer, you have to keep track of so many things – different projects at various stages of development, research, reporting, new leads, existing clients, et cetera.
  • Bhavik Soni shares a list of the top 15 Chrome extensions that will make social media marketers more productive, smart, and efficient.
  • These are categorized into extensions for – Productivity, research and tracking, content creation and implementation, and digital marketing. Dive in!

When it comes to the internet browser, Google Chrome, with its extensive list of extensions is the indisputable chart-topper. From simple theme-based to technical coding-related, the extension list in chrome is practically endless.

This extension-packed list also boasts a wide variety of efficient social media extensions that boost professionalism, punctuality, and productivity. And, who wouldn’t love a convenient free plugin that makes life easier!

As a digital marketer, you have to keep track of so many things – different projects at various stages of development, research, reporting, new leads, existing clients, et cetera. These extension apps create a focus-orientated and organized work environment by keeping marketers updated on project developments, sending to-do reminders, enhancing content, and more.

In short, these install-and-use plugins act as the ace up their sleeves for social network marketers. They work as useful gadgets and trained assistants. They are the must-have social media marketing tools for every marketer.

You can optimize and make Google work for you in a jiffy by adding these 15 Chrome Extensions to your browser today.

Chrome Productivity Extensions

1. StayFocused: App block & website block google chrome extension

Designed to boost productivity, the StayFocused extension limits the amount of time you spend on vanity Googling. It offers the brute force you need somedays to anchor your focus to what’s more important.

Pricing:

Free

2. Momentum: Personal dashboard new tab chrome extension

Perhaps, Momentum is the best Chrome extension for productivity. It steers your focus from idle to important by motivating you with quotes, encouraging positivity with mantras, and inspiring with serene photography. Features like Daily Focus, To-Do, Countdowns, Metrics, Event Reminder and Links help you browse the internet with intent. What’s more? The plus version is available for just $3.33/month.

Pricing

$3.33/month

Research and tracking extensions

3. Diigo Web Collector: Highlighter and bookmarker for chrome

Diigo is a research chrome extension that lets you highlight important phrases, bookmark and save pages, write notes, and collect references at a single place. It comes in handy for social media marketers, who generally invest hours in R&D for planning a campaign, learning trends, and comparing the competitor’s strategy.

Pricing:

Free

4. Google Analytics URL Builder: Online UTM tracking

This is a tracking extension that lets you build UTM parameters. With the help of this plugin, you will be able to gauge the effectiveness of the UTM tags used in the campaigns. Google Analytics URL Builder also allows you to share templates with others, saves time when you have to generate URLs manually, and shares progress with clients.

Pricing:

Free

5. Ghostery: Makes web cleaner, faster, and safer

Ghostery is designed to block ads and trackers, this productivity chrome extension makes a great social media marketing tool. With its help, you will be able to learn the trackers on the competitor’s sites that they use to attract, engage, and convert the visitors.

Pricing

$11.99 USD /month/user*

6. SpyFu: SEO and PPC tools for professionals

Yet another efficient tracker extension that lets you peek into the competitor’s site data. Spyfu reveals extensive information, including where the competitor appeared on Google in the past nine years. The social media marketing (SMM) plugin also shows all keywords bought on AdWords, every ad variation, and every organic rank for $33/month.

Pricing

$33/month

Content creation and implementation

7. Canva: Design is all around us

How social media advertising will perform relies a lot on visuals. Photo-driven platforms like Instagram and Pinterest yield better ROI than content-driven Twitter or Facebook. It is because photos get more engagement. To ensure you can make most of this social media trend, creating impressive and attention-grabbing posts become imperative. It is where Canva comes into the picture.

Pricing

Free

8. Figure it Out: Solve your time zone pain

A digital marketer works for clients and target audiences in different time zones. For them, Figure it Out proves to be a handy tool. It is an extension that lets you keep track of up to 10 time zones, and makes scheduling posts accordingly.

Pricing

Free and paid ($3/month)

9. WhatFont: Identify fonts on web pages

We get it, fonts are tricky. Download an app, and it gives you hundreds of fonts that are too similar-looking, too familiar, or too quirky for your campaign. One day you browse a site – may be a competitor’s – and find just the font you were looking for but have no clue which one it is.

That’s when WhatFont comes to the rescue. A single click and it reveals not only the name but also the family, style, weight, size, line height, and color of the font.

Pricing

Free

10. Unsplash Instant: Beautiful photos in your new tab

For every social media marketing post, there is a tedious task to find high-quality, professional stock pictures, usually for free. Unsplash Instant lets you find great photos ranging from flowers and skies to desktops and artsy portraits. You can save them for free and use it for all kinds of commercial use.

Pricing

Free

11. Colorzilla: Advanced colorful goodies

Colorzilla allows you to hover over any color shown on a webpage and learn about its hex code for future use in a social media ad post. With this plugin, you will be able to create consistent color themes, appealing visuals, and come up with perfect palettes.

Pricing

Free

12. Sniply: Drive conversion through content

Social media promotions through third-party content are more effective when they include a tempting call-to-action that takes the reader to your own online space. Sniply helps you make those conversion-generating posts by letting you add custom CTA to any piece of content. On the dashboard, the plugin will show how many clicks your links are getting and the level of engagement for tracking purposes.

Pricing

$29/month

Digital marketing extensions

13. IFTTT for Marketing and social media automation

IFTTT free digital marketing extension syncs multiple apps and automates them, thus saving a lot of time and effort. In simple terms, you could post a pic on a dozen different platforms all at once.

Pricing

Free

14. Buffer: Share content easily

With this social media extension, you will be able to schedule and manage posts across different platforms. Buffer will also let you follow up with analytics to track the performance of each post.

Pricing

$85/mo

15. LastPass: Free password manager

By downloading the LastPass Chrome extension, you will not need to remember dozens of passwords to each social media platform. This free password manager will do it for you. You could also create a master password through LastPass.

Pricing

Free

Let’s sum it up

Here’s a guide to 15 best Chrome extensions available for social media marketers. From saving bookmarks to managing posts and passwords, these plugins will work as assistants to digital professionals.

Note: Details like pricing are subject to change as per the respective tool provider.

Bhavik Soni is a Creative Writer at Auto Monkey. We provide an original analysis of the latest happenings in the social media industry. Connect with Latest Social Media Trends and News plus tips on Twitter, Facebook, and other social tools on the web.



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How to make your website ADA-compliant and win at SEO

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30-second summary:

  • The Americans with Disabilities Act (ADA) passed in 1990 does now include mobile apps and websites.
  • An ADA-compliant website helps more people than those covered by ADA.
  • There are many SEO benefits such as increased visibility on google image searches, and featured snippets.
  • Co-founder of Ally digital media, Abhishek Shah says, “Responsive websites help with ADA compliance and further improve your website’s overall search presence.”
  • The four best ways to make your website ADA-compliant with a clear outline of its ADA as well as SEO benefits.

The Americans with Disabilities Act (ADA) passed in 1990 does now include mobile apps and websites. Specifically, Title III of the ADA has taken an official stand on how websites should be accessible for disabled users. However, when you look at what’s necessary to make a website ADA-compliant, you will see that these also will help improve your site’s SEO.

Some elements such as title tags, heading structure, alt text, and responsive design are things all websites should include. By ensuring these are done properly and in an ADA-compliant way will maximize your website’s effectiveness.

How ADA accessibility prioritization benefits everyone

Ensuring your website complies with the ADA helps you serve a larger audience and gives a boost to your search engine rankings. This is because most of the necessary components of making your website ADA compliant feed directly into SEO best practices.

After all, the whole point is to make your website easier to view, understand, and navigate. What business doesn’t want all that for their website?

Four ways an ADA-compliant website helps improve your SEO

Here are 4 ADA-compliant must-haves (in no particular order) that will help improve your SEO. This list is by no means comprehensive, but it is a good place to start.

1. Title tags help screen searches and readers

Title tags are very basic SEO. They let the reader, and search engines, know what the page is about. A title tag doesn’t show up on your website. Rather, it appears on the results page of a search engine, and the tab at the top of your web browser.

SEO benefits

Title tags, while basic SEO, are very important. This tag needs to match your user’s intent. For example, when someone googles “best phone” the phrase best phone (or a variation like “best smartphone”) will appear in the title tag.

Writing a title that accurately reflects what the page is about is the best way to get found and clicked on. It’s why a title tag should be specific: “The best Android phones for 2020” is far better than “Why you will want to buy one of these phones.”

ADA benefits

For those who need screen readers to help them use a computer, a specific title tag such as the above example is much more user-friendly. So, it is vital the title tag accurately reflects the page content.

The accessibility guidelines say the title should be “The best Android phones for 2020” instead of “Why you will want to buy one of these phones.”

2. Descriptive alt text

Alt text is not the same thing as a caption. A caption is visible usually beneath an image. Whereas alt text is not visible on the front end of the site. The alt text is a written alternative to a page’s visual elements. This includes: .jpegs, .pngs, and .gifs. the alt text is a description of an image that lives in the backend of the site.

SEO benefits

Alt text lets search engines know the subject matter of an image. It also helps search engines to better understand the page. Additionally, if you want images to show up in Google, then writing descriptive alt text is a must-have.

ADA benefits

For web users with visual impairment using screen readers, descriptive alt text is read aloud. This helps a visually impaired reader get a better sense of what’s going on, on any given page.

A useful descriptive alt text might be: “woman at café with laptop drinking coffee” 

A useless alt text would be: “SEO tips for freelancers | Get more clients with SEO | Writing your way to success with SEO”

3. Responsive design

Responsive design has been around since 2012/2013 in one form or another. But it means more than just your website being able to adapt to whichever screen size it finds itself on.

It’s about where your logo sits, how easy is your site to navigate, how easy is it to read, and how quickly does it load?

SEO benefits

Websites that offer good, functional user experience rank better in search results. User experience isn’t just one ranking factor but an umbrella term for quite a few. Google has said that a site that takes longer than three seconds to load on a mobile site will rank higher.

How easy content is to read (and how useful it is) is also an important ranking factor.

ADA benefits

Good responsive design puts the user first. It starts from the premise that a website needs to be easy to look at, easy to navigate, and be easy to understand.

This is why you need legible text for the visually impaired. As well as quick load times for people with slow internet. And straightforward navigation to make it easy for people to get around your website.

4. Proper heading (and subheading) structure

Headings (which show up in the code as <h1> or <h2> or <h3> etc.) define your content’s hierarchy. These headings (and subheadings) work along similar lines to when you wrote essays in school.

Proper heading structure:

  • Goes in order: a h3 doesn’t go directly after a h1.
  • Describes the copy beneath it.
  • Follows a sequence: if your h2 is “4 ways…” then the h3s would be each of those points.

SEO benefits

When your writing is clearly structured it is easier to read, and easier to follow. It’s also easier for Google to crawl your content and understand what is the most important (starting with h1, and so on).

Good header structure can also your content appear in the featured snippets in the search engine results page (SERPs).

ADA benefits

For users who have limited reading comprehension or cognitive impairments, clear and direct headings make it easier to read. Headings and subheadings let a reader know what’s worth reading and what’s worth skipping over.

And just like a reader skips heading, so too can a screen reader. Which only reinforces the need for a strong, clear heading structure.

An example of a website that has both good SEO and is ADA compliant is Enviro Safety Products. When you review this site you will see it ticks all the boxes, and provides the user a seamless, friendly experience.

Americans with Disabilities Act (ADA-compliant) - Example

Source: Enviro Safety Products

How making your website ADA compliant will help you win at SEO

By applying all the necessary ADA compliant elements to your website, you are helping the one in four Americans with a disability use your website. Additionally, you will also greatly enhance your website’s SEO.

If you would like to know more about how making your website ADA compliant will help you win at SEO, you can throw questions in the comments section below.

Abhishek Shah is the co-founder of Ally Digital Media, a leading voice in digital media and marketing. He advocates for evidence-based marketing strategies to fuel the businesses. He can be found on Twitter @abiishek.





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