Here are some of the most advanced PPC strategies retailers can implement to stay ahead.
Ecommerce is among the most competitive and challenging sectors in SEM.
No matter what field that you’re working in, you’re fighting giants like Amazon/Walmart with the constant threat of niche startups with a shaky business at your toes.
As increasing numbers of dollars shift to advertisements for shopping, and increasing competition is growing Retailers must adopt more sophisticated strategies to remain ahead.
Implement Shopping Brand & Non-Brand Keyword Segmentation
Text ads that are based on keywords allow advertisers to understand the consumer’s time of action and adjust to meet the needs of consumers.
But, the advertisements for shopping were based using a bidding model based on products, and that the auction of Google decides which items appear in a particular result.
This model eliminates an essential aspect of bid control and optimization because retailers aren’t able to offer different bids to consumers throughout their buying journey. Facebook
Although this might be depressing it doesn’t have to be!
There is a solution for the disadvantage of bidding on products:
The shopping setting as well as the campaign priority setting allows you to regulate the amount you can bid for various types of inquiries.
How do priorities for the campaign work?
If you’ve got the same product on multiple shopping campaigns, it is possible to decide which one should be included in the auction for the product based on the priority of the campaign medium, high, or low.
The most important campaign will always start the auction first regardless of the amount you bid.
To develop a shopping-keyword segmentation system, retailers must begin with three campaigns of the same item, or the same group of items, each with three different priority settings such as medium, high and low.
The priority settings act like a funnel, filtering down specific keywords through negatives.
Shopping keyword segmentation can be a useful strategy to ensure that you’re driving sales from high-intent inquiries and reducing your spending on unproductive head-words.
Dynamic Search Ads Are an Asset, Not an Accessory
Utilize the potential in Dynamic Search ads to broaden your keywords for less.
When you’re creating e-commerce marketing campaigns it is common to find the most rational keywords that can also be the most costly and least profitable. Twitter
There’s an old saying that 15% of searches aren’t new to Google You’ll probably be able to find them using broad matches that have a greater CPC but it’s much more effective to allow DSA to perform the heavy lifting for you.
When you are creating the DSA campaign Here are some points to be aware of:
The URLs and pages are the keywords. Make sure you separate similar sections of your site into separate advertising groups in order to maximize relevance.
In the same way, utilize negatives! Stop DSAs from getting to irrelevant pages. I doubt that there are any relevant questions on pages related to careers or return policies.
Utilize a range of extensions, the same way you would with the keyword-targeting campaign. You’ll likely see fewer clicks because of a lower position, but it’s still is better to be aware of them.
Make use of all the audiences accessible. You should spend most of your time optimizing towards people, then let engines decide on the right keywords.
If a particular query isn’t receiving a high volume or is performing poorly in relation to keywords, it’s best to let them go.
Adopt Google Showcase Shopping Ads
In the year 2016, Google launched a new advertisement format called the Showcase shopping ads.
This approach aims to better place e-commerce, retail, and fashion brands in relation to their customers.
Imagine Google Showcase Shopping ads as your online storefront. It’s the solution for window shopping that your customers on the internet are searching for.
It is possible to group diverse fashion, e-commerce, and retail items using vibrant high-quality, digital images.
You can enhance existing products by combining smaller items or blending multiple “me-too” products within a greater discount deal.
Showcase ads are utilized to target queries that are not brand-related and show up on results for mobile searches.
These images are smaller and show the actual product. If the user clicks on the ad, it displays the personalized hero image, along with a custom description to explain the brand and up to 10 items.
Apart from the visual distinctions, Showcase Shopping ads use the maximum CPE (cost per engagement) bidding, which implies advertisers decide on the highest amount they’re willing to spend in exchange for an interaction.
Connect Online and Offline using Local Inventory Ads
According to Google that, around 80percent of customers visit a store. If the vendor offers an item they are looking for in a hurry.
One of the most effective ways to satisfy the expectation of instant in-store availability is to use local inventory advertisements.
This format of ad is a fantastic method to draw customers to your shop and grab their attention by highlighting items offered at nearby stores.
Local inventory ads are displayed on mobile queries that have a local intention (for instance, “dresses near me”) and will be activated when users are within 35 miles of the nearest store.
If someone clicks on your advertisement and click on it, they’re instantly directed to your local storefront hosted by Google page.
The storefront you have customized will include:
A product description.
A picture of the merchandise.
- Links to your site.
- Your telephone number.
- The hours of operation of your store.
- A map that shows directions to your shop.
Although local inventory ads are an excellent alternative for brick-and-mortar businesses the set-up and maintenance may be difficult.
Advertisers need to ensure that their stores are open and that inventory counts on the feed are kept up to date every day.
In an effort to ease the maintenance and onboarding of the local feeds Google created a program for local feed partners. This program permits third-party suppliers of inventory data to send inventory and sale information in order to Google in the name of the retailer.
When an advertiser starts local inventory campaigns, the best method to gauge the impact is to use multiple sources such as Google Ads and Google Analytics.
Monitoring important metrics such as online and in-store sales. Other metrics, allow retailers to improve their marketing strategies for in-store visits, and the resulting online and offline sales.
Target the Less Obvious Audience
Tools for analyzing audience customer match, demographics, and retargeting are just a few. The most effective features Google, as well as Bing, have developed in the last few years.
Advertisers can personalize their messages, increase or decrease bids and generally target whatever or who you’d like!
The majority of the utilized (and highly recommended) customers are already in the market. Google can zero on individuals who are researching and planning to make an important purchase.
If you’re an insurance provider It’s an obvious idea to reach the users that are looking for insurance, isn’t it? The problem is that the fact that all your competitors are doing exactly the same thing.
Think about using the audience as a method of determining your audience’s preferences. you and your customers like and then target the right audience.
If you’re selling purses, handbags, as well as jewelry. Then you may have success attracting those who would like to purchase something for their partner’s anniversary or birthday.
Re-Evaluate Your KPIs
Return on Advertising Spend (ROAS or ROAS as we refer to it) could be a risky measure. It’s only a snapshot in time, which only evaluates whether an individual order generated money or not.
Optimizing to a single purchase ROAS only can reduce the chance of winning difficult auctions. Look into evaluating your costs in relation to Cost Per Acquisition, Lifetime Value of the Customer. Or the one-year payback of customers as an alternative to a more accurate true north measurement.
To get the most effective, top-of-the-line prospecting look into using micro-conversions.