tag:www.econsultancy.com,2008:/topics/ppc Latest PPC content from Econsultancy 2017-02-15T10:36:00+00:00 tag:www.econsultancy.com,2008:BlogPost/68806 2017-02-15T10:36:00+00:00 2017-02-15T10:36:00+00:00 A day in the life of... a Chief Media Officer Ben Davis <p>Remember, if you're looking for a role yourself, why not have a look at the <a href="https://jobs.econsultancy.com/">Econsultancy jobs board</a>.</p> <h4> <em>Econsultancy:</em> Please describe your job.</h4> <p><em>Alistair Dent:</em> I’m the Chief Media Officer at iCrossing, I run the department that handles digital media planning and buying, across channels including PPC, SEO, display, social and more.</p> <h4> <em>E: </em>Whereabouts do you sit within the organisation? Who do you report to?</h4> <p><em>AD: </em>I report to our UK CEO, Mark Iremonger and work alongside other C-suite members, including the CFO and head of operations.</p> <h4> <em>E: </em>What kind of skills do you need to be effective in your role?</h4> <p><em>AD: </em>I firmly believe that a Chief Media Officer needs to be a media expert. Whilst leading a large department requires management and leadership expertise, leading by credibility is the easiest way to get all stakeholders (boss, team, peers, suppliers and clients) bought into why our way of working is different and better.</p> <p>In an industry where anybody has access to amazing tools and technology, our people and expertise need to be the differentiator.</p> <p><em>Alistair Dent</em></p> <p><img src="https://assets.econsultancy.com/images/resized/0008/3889/alistair_-blog-flyer.jpg" alt="alistair dent" width="350"></p> <h4> <em>E: </em>Tell us about a typical working day…</h4> <p><em>AD: </em>Today I:</p> <ul> <li>attended a quarterly review with a large, high-street retail client to discuss what we did differently that led to such a good Christmas, as well as how we can replicate it through the year. This was preceded by a breakfast briefing from my team who delivered the work.</li> <li>delivered a lunch-and-learn session at a travel client to teach their team about <a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing/">artificial intelligence</a>: how it works, what machine learning really is, and how we can use <a href="https://econsultancy.com/blog/67894-what-are-chatbots-and-why-should-marketers-care/">chatbots</a> to help our customers.</li> <li>reviewed the outcomes from several second round interviews so that we could hire some amazing new team members.</li> <li>had a strategy session about what new services we might offer to our clients.</li> <li>planned a panel appearance at a supplier event.</li> <li>attended an industry dinner to discuss the latest news and ensure that iCrossing continues to be at the heart of our fast-moving sector.</li> </ul> <h4> <em>E:</em> What do you love about your job? What sucks?</h4> <p><em>AD:</em> I love people. Whoever they are, the chance to geek out about digital marketing and learn about somebody’s unique situation is super enjoyable, so I relish the time I spend with my clients and my team.</p> <p>The most difficult portion is undoubtedly balancing time. I feel bad whenever I have to move a scheduled meeting because my days have been shifted around.</p> <h4> <em>E:</em> What kind of goals do you have? What are the most useful metrics and KPIs for measuring success?</h4> <p><em>AD:</em> Obviously my purpose is to improve the performance of our business, which is measured through metrics relating to new business wins, revenue growth, client upsells, staff turnover, etc.</p> <p>But where it gets more interesting is in the fuzzier metrics: do our team love working here? Are we doing cutting edge work? How many of my team have I made famous for their expertise?</p> <h4> <em>E:</em> What are your favourite tools to help you to get the job done?</h4> <p><em>AD: </em>I need to be very structured in my day or the volume becomes overwhelming and things get lost. I live my life by my Outlook calendar, I connect it to OneNote for task lists, and I use these on my phone as much or more than on my laptop.</p> <p>The real secret to being able to handle this much volume: having a team I can trust and delegate to. I can’t go to every meeting that would be beneficial. I can’t follow up with every vendor or every email.</p> <p>By empowering my team to make decisions that they know I’ll back them up on, I can trust that these are being handled just as well (or better) than I’d be able to handle them myself.</p> <h4> <em>E: </em>How did you get started in the digital industry, and where might you go from here?</h4> <p><em>AD: </em>I got into digital by accident: I worked as a management consultant in the City but I was travelling too much. I had built up some skills as a developer and looked for London-based roles building Excel and VBA tools.</p> <p>I started at a young specialist agency of nine people, and left six years later when the agency was 100 people. Since then I’ve moved around the industry in leadership roles at performance agencies, and expect to continue to work across all digital channels to do the coolest media campaigns I can for innovation-friendly brands.</p> <h4> <em>E: </em>Which brands do you think are doing digital well?</h4> <p><em>AD: </em>Nobody is doing it as well as it can be done, because the scope of “good” changes so frequently and varies between sectors and brands.</p> <p>For me doing digital well means talking to customers where they want, rather than forcing them into the channels that are most efficient or effective for the brand.</p> <p>A seamless (and sequential) experience across all channels and devices is hard to achieve vs. the performance metrics it can deliver, but the long term payoff of being an early adopter is that you’ll never miss the chance to ride the unicorn.</p> <h4> <em>E: </em>Do you have any advice for people who want to work in digital?</h4> <p><em>AD: </em>Don’t be afraid to build and then believe in your own expertise. It’s tough to become a master of an area, but if you can describe the complexities of a channel to your clients so that they can understand it then you’ll always be a valuable advisor.</p> <p>Work somewhere you get the time and support to learn and develop your mastery.</p> tag:www.econsultancy.com,2008:BlogPost/68788 2017-02-09T14:38:00+00:00 2017-02-09T14:38:00+00:00 Are long tail keywords still important for PPC in 2017? A data-backed answer. Wesley Parker <p>For the sake of this article we are going to classify long tail keywords as being four-words-long or more, though there is some debate with people arguing that keywords that are three or more words long should be classified as long tail.</p> <p>Search marketers have generally accepted that the key phrase curve looks like the one below.</p> <p>It shows that a small percentage of traffic comes from 1-3 word phrases and the vast majority of traffic (around 70%) comes from the long tail (keywords that are four or more words in length).</p> <p><img style="vertical-align: middle;" src="https://assets.econsultancy.com/images/0008/3739/Long_tail_keyword_image_1.png" alt="" width="865" height="536"></p> <p><em><a href="http://seositecheckup.com/articlephoto/inline_article_photos/long-tail%20keywords.png">Image Source</a></em></p> <p>However analysis from more recent studies shows that as much as 52% of traffic is generated by single phrase keywords, which is in stark contrast to the 10% depicted by the diagram above.</p> <h3>The two long-tail case studies</h3> <p>This article will make three key arguments about the effectiveness of the long tail:</p> <ol> <li>From a time perspective you are 33% more effective working on the top 20% of keywords as you are working on keywords that contain four or more words.</li> <li>90% of your impressions are generated by search terms that are four words long or fewer, therefore the long tail only accounts for 10% of all paid search traffic and not the 70% that the widely accepted key phrase curve depicts.</li> <li>For keywords that contain four or more words you would need on average to add 200 keywords to generate one click per month. Adding these keywords would be a poor use of your time and make your account hard to manage.</li> </ol> <h4>Argument 1. Your time is 33x more effective spent working on the top 20% of keywords as opposed to keywords that are four or more words in length.</h4> <p>Here is the data from <a href="http://www.ppchero.com/do-long-tail-keywords-matter-in-ppc/">PPC Hero’s case study</a> that showed that keywords that are 5+ words in length generated 15 out of 608 conversions, resulting in a tiny 2.4% of the total number of conversions.</p> <p><img src="https://assets.econsultancy.com/images/0008/3741/image_2.png" alt="" width="865" height="318"></p> <p>These 15 conversions were generated by 138,638 keywords, which is an awful lot to manage considering that they provide such a small return. </p> <p><img src="https://assets.econsultancy.com/images/0008/3742/image_3.png" alt=""></p> <p><a href="http://clicteq.com/the-long-tail-keyword-myth-a-data-driven-argument/">Clicteq's case study</a> delivered similar results when it conducted the same analysis. Here you will see that only 15 conversions came from keywords that were five or more words in length. This accounted for 2.7% of the total number of conversions.</p> <p>However in this case there were only 533 keywords that were five words in length or longer. The graph below shows the percentage of the total number of conversions versus the length of each search term.</p> <p><img src="https://assets.econsultancy.com/images/0008/3743/image_4.png" alt="" width="865" height="498"></p> <p>If you were to spend your time optimizing the top 20% of keywords that generate 85% of your conversions, instead of the keywords that are 4+ words in length, your time would be spent much more effectively.</p> <p>For example if you were to increase your Quality Score from five to seven you would reduce your CPC by 26% according to studies by <a href="http://www.wordstream.com/cost-per-action">Wordstream</a>. </p> <p>If you did this for all of the keywords within your account that are 4+ words in length this would result in a 0.62% decrease in CPC across your account. However if you were instead to do this to your top 20% of keywords you would decrease your CPC across your account by 20.80% <strong>which is 33X more effective.</strong></p> <h4>Argument 2: If you swap all of your short tail keywords for long tail keywords you would lose 90% of your impressions and 80% of your conversions.</h4> <p>The table below shows the number of impressions and conversions for keywords depending on the number of words within the search term.</p> <p><img src="https://assets.econsultancy.com/images/0008/3744/image_5.png" alt="" width="865" height="425"></p> <p>From the search terms report you will see that 434 conversions out of the total 532 were generated by keywords between 1-4 words long, accounting for 81.5% of the total number of conversions.</p> <p>You should also see that 581 conversions were generated by search terms that were 4+ words long, accounting for 18.5% of the total conversions.</p> <p>Furthermore 94.9% of all impressions came from search terms that were four words in length or fewer. (Some impressions appeared to be omitted within the SQR as the CTR was not around 20%).</p> <p>There were similar results when looking at PPC Hero’s data when Sam Owen did the same analysis.</p> <p><img src="https://assets.econsultancy.com/images/0008/3745/image_6.png" alt="" width="865" height="422"></p> <p>PPC Hero found that 93% of impressions came from search terms that were 1–4 words in length. So if you were to change out your short tail keywords for long tail ones you would loose 93% of your impression share.</p> <p>PPC Hero’s data also clearly shows that the existing consensus that 30% of impressions come from keywords that are 1-3 words long is inaccurate in 2017. From their data you can see that 74.5% of impressions and 51% of conversions came from search terms that are between 1-3 words in length.</p> <p>PPC Hero’s and Clicteq’s data would indicate that changing out your short tail keywords for long tail variants will result in a loss in conversions of around 80%. By combining the data from both case studies in 2017 the long tail curve looks like this:</p> <p><img src="https://assets.econsultancy.com/images/0008/3761/thumbnail.png" alt="" width="865" height="527"></p> <h4>Argument 3. You would need 200 keywords containing 4+ words to generate one click per month, which would be inefficient to manage.</h4> <p>One of the biggest issues with catching long tail search queries with exact keywords is that you will require a lot of keywords, which becomes inefficient to manage.</p> <p>When Sam Owen from PPC Hero analyzed the number of impressions per keyword he found that search terms that contained 4+ keywords saw a significant drop off in conversions.</p> <p><img src="https://assets.econsultancy.com/images/0008/3747/image_7.png" alt="" width="698" height="491"></p> <p>For example, to generate one impression you would need an average of 10 keywords that are 4+ words long. Furthermore, to generate one click per month at a 5% CTR you would need 200 keywords on average.</p> <p>Even if you are able to capture all of these search terms with exact keywords you are unlikely to actually increase the performance of your account.</p> <p>Once you start using keywords that are 4+ words in length you start to find that you can’t make your ads any more specific due to AdWords character constraints. Furthermore, you can’t really set specific bids for each keyword as you won’t have enough data and therefore will have to use aggregate data to determine the bids.</p> <p>If your long tail keywords are generating 0.1 impressions per keyword per month then you would have to wait about 100 years to get enough data to make a statistically accurate bid judgment even if the keyword had a 10% CTR.</p> <p>As you have to use aggregate bids and can't make your ads more specific, you may as well use shorter tail keywords that utilize the phrase or broad match types to catch these search queries.</p> <p>If you are interested in running this analysis on your own account <a href="http://clicteq.com/the-long-tail-keyword-myth-a-data-driven-argument/">follow these instructions</a>.</p> <h3>How long should your keywords be?</h3> <p>Based on the analysis from both Clicteq and PPC Hero the best length for keywords is between 2-4 words long. But it should be noted that in some industries keywords that are one word in length will perform well, as PPC Hero’s analysis showed.</p> <p>When keywords start to exceed four words in length they generate very few impressions and conversions, and it comes to a point where time spent optimizing them would be much better spent working on your top 20% of keywords.</p> <p>With regards to distribution, based on the two studies the bulk of your keywords should be between 3-4 words in length as these generally provide the best ROI when considering the amount of time that you are spending optimizing.</p> <h3>Three effective tactics for finding mid-tail keywords</h3> <h4>1. Use keyword multiplier tools</h4> <p>If you are a retailer, keyword multipliers are a really smart way to generate a large list of mid tail keywords. Fashion retailers might use keyword multipliers to create keywords for each different size/colour of items.</p> <p>For example, here is a page on ASOS’s website that has men’s polo shirts.</p> <p><img src="https://assets.econsultancy.com/images/0008/3748/keyword_multipler.png" alt="" width="865" height="565"></p> <p>We want to use the different filters down the side to create keywords for each of the different types of polo shirt.</p> <p><strong>STEP 1.</strong> Open Google's keyword multiplier tool within AdWords Keyword Planner.</p> <p><img src="https://assets.econsultancy.com/images/0008/3749/step2.png" alt="" width="865" height="279"></p> <p><strong>STEP 2</strong>. There should be three different fields where you can add lists to be multiplied together. Here you will want to start with the root word “polo shirts” in the first box and then add one set of filter values to the second box, and then another set of filter values to the third box.</p> <p>For example, I have added the sizes to one box and then the colours in another as shown below.</p> <p><img src="https://assets.econsultancy.com/images/0008/3750/step3.png" alt="" width="865" height="414"></p> <p><strong>STEP 3.</strong> Once you have done this, click “get forecasts” and then download the keywords that have at least 10 searchers per month to use in your campaigns.</p> <h4>2. Use Ubersuggest keyword tool</h4> <p>Ubersuggest is a very effective tool for finding mid to long tail keywords by scraping results for Google's autocomplete suggestions.</p> <p><strong>STEP 1.</strong> Go to <a href="https://ubersuggest.io">Ubersuggest.io</a></p> <p><strong>STEP 2. </strong>Enter your root keyword, in this case “polo shirts”.</p> <p><img src="https://assets.econsultancy.com/images/0008/3751/ps1.png" alt="" width="865" height="273"></p> <p><strong>STEP 3.</strong> You will then see a large number of suggestions. At this point you will want to select relevant keywords and add them to a list, which you can download by checking the radio box next to the keyword.</p> <p><img src="https://assets.econsultancy.com/images/0008/3752/ps2.png" alt="" width="865" height="399"> </p> <p><strong>STEP 4.</strong> To find even more relevant keywords, click on the little blue arrow next to relevant keywords and then click to expand this keyword. This will then show you additional relevant suggestions.</p> <p><img src="https://assets.econsultancy.com/images/0008/3755/ps3.png" alt="" width="594" height="346"></p> <p><strong>STEP 5.</strong> Once you are happy and have selected all of the relevant keywords, download them by going to the 'keywords selected' tab as shown below.</p> <p><img src="https://assets.econsultancy.com/images/0008/3754/ps4.png" alt="" width="865" height="141"></p> <h4>3. Reviewing your search terms report for long tail variants</h4> <p>Your search terms report can be a holy grail for finding new long tail keyword suggestions.</p> <p>It shows you all of the different terms that users have typed in to find your ads. Here is a diagram that shows how the process works.</p> <p><img src="https://assets.econsultancy.com/images/0008/3756/STR1.png" alt="" width="865" height="603"></p> <p><em><a href="http://www.chadsummerhill.com/wp-content/uploads/2010/07/querymining.png">Image source</a> </em></p> <p><strong>STEP 1</strong>. Navigate to your search terms report as shown below.</p> <p><img src="https://assets.econsultancy.com/images/0008/3757/STR2.png" alt="" width="865" height="201"></p> <p><strong>STEP 2.</strong> You can now go down the list of search terms and look for relevant mid tail keywords to add to your campaign. Once you have found a relevant search term that you want to add to your campaign check the radio box next to it.</p> <p><img src="https://assets.econsultancy.com/images/0008/3760/str3.png" alt="" width="865" height="176"></p> <p><strong>STEP 3.</strong> Once you have selected all of the mid to long tail search queries that you want to add as keywords, go to the top of the page and select "Add as keyword". Once you have done this you will then be prompted to click 'save' on the next window.</p> <h3>In conclusion...</h3> <p>When analyzing the data from the Clicteq and PPC Hero case studies, it is apparent that the accepted long tail curve no longer holds true in 2017.</p> <p>In 2017 around 94% of impressions will come from search terms that are four keywords or fewer, compared to the 30% that was previously accepted, making it virtually impossible to double your revenue by changing out your short tail keywords for longer, more specific ones.</p> <p>When considering the amount of time that it takes to optimise an account, the long tail is not as effective as it was first thought. The PPC Hero study found that 2.4% of conversions came from keywords that were 4+ words in length, while in the Clicteq study the figure was 2.7%.</p> <p>When comparing the effectiveness of the time spent optimizing long tail keywords to that of optimizing the top 20% of keywords that generate 80%+ of your conversions, your time is spent 33x more effectively on the latter.</p> <p>Finally, we found that on average you would need to add 200 keywords that were 4+ words in length to generate one click per month, which would be highly time consuming and a poor use of your time.</p> <p>By all means these stats will vary slightly from account to account and industry to industry, but we have not yet found an account where the main arguments have not held true.</p> <p>With this being a controversial topic I am interested in hearing other people's options on the study and welcome debate.</p> <p><em>To learn more on this topic, check out these resources:</em></p> <ul> <li><a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/"><em>Paid Search Marketing (PPC) Best Practice Guide</em></a></li> <li><a href="https://econsultancy.com/training/courses/ppc-training/"><em>PPC Training Courses</em></a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68768 2017-02-02T14:41:08+00:00 2017-02-02T14:41:08+00:00 What marketers need to know about Pinterest's new search ads Patricio Robles <p>Here's what marketers need to know about Pinterest's new ad offering, which had previously been tested by a number of major brands.</p> <h3>The ads are inserted as Pins into the search results page</h3> <p>On Pinterest, when a user enters a search query, Pinterest displays a search results page consisting of pins that match the query. On average, there are about 55 pins displayed per search results page.</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/3619/pinterest-target-ad-blog-flyer.png" alt="" width="470" height="313"></p> <p>Search ads are simple: they insert advertiser pins into the search results page and are marked as being promoted. Pinterest dynamically determines the number of ads that appear on a search results page.</p> <h3>Search ads are auction-based</h3> <p>Pinterest sells search ads the way Google sells its search ads: through an auction-based system in which advertisers specify how much they're willing to pay for each click on their ads.</p> <h3>There are two campaign types</h3> <p>Pinterest's search ads come in two campaign types: keyword campaigns and shopping campaigns.</p> <p><strong>Keyword campaigns</strong> allow advertisers to target their ads using keywords, which can optionally be grouped. Because the keywords that users search with on Pinterest might be different from other search engines given the visual nature of the service, Pinterest will suggest keywords that might be appropriate for a particular image.</p> <p><strong>Shopping campaigns</strong> give advertisers the ability to auto-generate ads from product feeds they supply to Pinterest via FTP. In the future, advertisers will also be able to use feeds through integrations with feed management providers. Shopping campaigns, because they are feed-based, give advertisers an easy way to quickly create campaigns at scale.</p> <p>To help advertisers manage shopping campaigns, Pinterest allows advertisers to dynamically update these campaigns as inventory changes.</p> <h3>The size of the opportunity could be large</h3> <p>Pinterest says that every month it handles around 2bn search queries. While that pales in comparison to Google, which handles over 3.5bn searches per day, it's still not an insignificant number.</p> <p>What's more, Pinterest isn't Google. It's a visual search tool, so the value of a search to brands, particularly those in industries like retail and fashion, differs from the value of a Google search.</p> <p>While it remains to be seen just how productive search ads will be for advertisers, a volume of searches in the billions should give advertisers more than enough to work with.</p> <h3>Most searches are unbranded</h3> <p>The news gets better for brands active on Pinterest: according to Pinterest, 97% of its searches don't include a brand name, giving advertisers the opportunity to reach consumers who might be interested in a particular type of product but who haven't already decided on a specific brand or product.</p> <p>Pinterest's global head of partnerships, Jon Kaplan, <a href="https://www.wsj.com/articles/pinterest-rolls-out-search-ads-1485950403">told</a> the Wall Street Journal that this has produced "new demand" for advertisers who participated in early testing of search ads.</p> <h3>Pinterest is targeting the upper funnel</h3> <p>Pinterest sees its search ads a powerful tool for marketers looking to reach consumers in the upper funnel. According to Kaplan...</p> <blockquote> <p>When people come to Pinterest, they’re starting earlier in their decision-making process. We saw this with the holidays — people were pinning holiday ideas as early as August. For brands, the implications to our business, that’s an amazing opportunity to reach someone at the earliest stages of decision-making.</p> </blockquote> <p>So while it's possible that clicks on Pinterest's search ads will convert quickly, Pinterest is positioning search ads as a driver of awareness, not conversions.</p> <h3>Search ads are now available to Kenshoo clients<br> </h3> <p>Initially, search ads are available to advertisers who are using the marketing software suite offered by Kenshoo, which is used by many search advertisers. Thanks to its integration with Kenshoo, Pinterest is now listed as an option alongside other search providers Kenshoo clients can run campaigns with, including, of course, Google.</p> <p>Pinterest will reportedly add partnerships with other companies that operate ad buying platforms in the near future.</p> tag:www.econsultancy.com,2008:BlogPost/68728 2017-01-24T10:09:00+00:00 2017-01-24T10:09:00+00:00 How fashion retailers can use search trend data to inform marketing & product strategy Nikki Gilliland <p>Search terms that combine both evergreen and seasonal keywords are the easiest to predict, with terms like ‘swimwear’ and ‘coats’ guaranteed to peak at a certain time each and every year. </p> <p>On the other hand, reactive trends - while harder to forecast – are also helpful.</p> <p>Using theory <a href="https://www.pi-datametrics.com/resources/market-performance-reports/search-trend-data/" target="_blank">from PI Datametrics</a>, here’s a look at how fashion brands can capitalise on both types of search data. (Note: this can be adapted to brands in any industry, but I'm using fashion as an example here.)</p> <h3>Long-term strategy from seasonal evergreen search trends</h3> <p>The below chart outlines search trend data for the term ‘swimwear’.</p> <p>Although it has high organic value all year-round, it also peaks at the same time every year.</p> <p><img src="https://assets.econsultancy.com/images/0008/3256/PIPR.JPG" alt="" width="780" height="340"></p> <p>PI Datametrics suggest using the following strategy to capitalise on this.</p> <h4>Plan</h4> <p>The planning stage, which in this case would be January, involves getting ready for peak purchases, as well as ensuring all-year round interest will be met.</p> <p>During this time, it’s wise for retailers to stock up on swimwear to capitalise on off-season sales. Meanwhile, it’s also worthwhile conducting link-building activities and optimising a year-round landing page in preparation.</p> <h4>Influence</h4> <p>This stage involves taking advantage of consumer research during popular holiday periods like Christmas, when consumers are researching and planning their summer holiday. In turn, this data can also be used to build a cookie-pool, which can lead to effective re-targeting at a later date.</p> <h4>Peak </h4> <p>Drawing on the aforementioned Plan and Influence stages, retailers should also use the peak purchasing period around June and July to re-target lost customers, rather than build engagement.</p> <h4>Repeat</h4> <p>Finally, marketers should ensure that <a href="https://econsultancy.com/blog/65455-why-you-need-an-evergreen-content-strategy/">evergreen content</a> is optimised, and clear stock in time for next year’s seasonal cycle.</p> <h3>Reactive strategy for peak search trends </h3> <p>Google UK data shows that searches for the ‘off-shoulder look’ grew 261% between December 2015 and May 2016.</p> <p><img src="https://assets.econsultancy.com/images/0008/3257/Reactive.JPG" alt="" width="780" height="537"></p> <p>In instances like this, it is useful to implement a reactive search strategy, as outlined below.</p> <h4>React</h4> <p>When it comes to new fashion trends, peaks in search can happen very quickly. As a result, success often comes from reacting at the right time.</p> <p>ASOS capitalised on 'off-the-shoulder' by creating and optimising a landing page for the trend term as quickly as possible. Similarly, it's helpful to utilise marketing channels other than organic search to capture interest. </p> <h4>Perform</h4> <p>Once it is clear that a keyword is growing in popularity, optimising content organically could prove to be more cost efficient and improve visibility. </p> <h4>Review</h4> <p>Once the peak has died down, retailers should reassess the value of continuing this campaign. Other tactics during this final stage include adjusting stock accordingly, or linking the landing page to a different or more popular trend.</p> <h3>In conclusion...</h3> <p>Whether it is based on evergreen, seasonal or one-off trends - search trend data can provide retailers with the ability to create a well-defined strategy.</p> <p>From replenishing stock levels to creating multi-channel content, if used and interpreted correctly, it can help fashion brands meet customer demand and increase sales.</p> <p><em>To learn more on this topic, download Econsultancy’s brand new <a href="https://econsultancy.com/reports/seo-best-practice-guide/">SEO Best Practice Guide</a> or check out our range of <a href="https://econsultancy.com/training/courses/topics/search-marketing/">Search Marketing training courses</a>.</em></p> tag:www.econsultancy.com,2008:Report/3008 2017-01-20T17:00:00+00:00 2017-01-20T17:00:00+00:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to two sector-specific reports, B2B and Healthcare &amp; Pharma) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet statistics and digital market research with data, facts, charts and figures. The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need - a huge time-saver for presentations and reports.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for sector-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a> and <a title="Healthcare and Pharmaceuticals Internet Statistics Compendium" href="https://econsultancy.com/reports/healthcare-and-pharmaceuticals-internet-statistics-compendium/">Healthcare and Pharmaceuticals</a> reports.</strong></p> <p><strong>Regions covered in each document (where data is available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:www.econsultancy.com,2008:BlogPost/68593 2016-12-09T11:03:00+00:00 2016-12-09T11:03:00+00:00 It’s the little things: Google advancements in 2016 Tom Bailey <p>You may or may not have noticed them but they’ve changed how marketers, brands and ultimately users interact with the search giant.</p> <p>For example, earlier this year Google veered course from how it has historically served desktop ads. <a href="https://econsultancy.com/blog/67695-new-data-reveals-impact-of-google-s-right-hand-ad-changes/">Right-hand ads were removed</a> and a fourth ad slot was added above the organic search results.</p> <p>This change aligned mobile and desktop search results, and was widely touted as Google’s acknowledgement that mobile search — not desktop — is the key to the company’s continued growth and success. In fact, 2016 was the first time we noticed mobile ad spend through our platform outstrip that on desktop.</p> <p> <img src="https://assets.econsultancy.com/images/resized/0008/2019/rhs_ads-blog-flyer.jpg" alt="" width="470" height="311"></p> <p>By analysing our Marin Global Online Advertising Index, which tracks over $8bn of global ad spend, we saw little change in competition for positions one to three, as cost per clicks (CPCs) on these top positions declined marginally for the period.</p> <p>The slight dip in CPCs could be attributed to the increase in the likelihood that someone will click on these top positions without the distraction of ads on the right rail. Meanwhile, click-through rates (CTRs) for positions one and two were largely flat, while the CTR for three and four increased by a huge 10% and 13%, respectively.</p> <p>While the removal of the right-hand ad has prompted a noticeable shift in the way consumers interact with adverts, especially those with a strong product-market fit, the shift in the colour of ad text from yellow to a more muted green slipped under most people’s radar.</p> <p>At the time, Google said the change of colour did not alter CTRs, however an experiment over the summer by Mark Irvine, a senior data scientist at WordStream, proved that ads with the new green text were experiencing a much better click through rate.</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/2020/green_urls-blog-flyer.jpg" alt="" width="470" height="117"></p> <p>The green ads are more subtle; part of Google’s on-going efforts to make the search-to-click journey as smooth as possible. Probably its most successful attempt at this in 2016 has been <a href="https://econsultancy.com/blog/68490-google-s-accelerated-mobile-pages-12-pros-and-cons/">Accelerated Mobile Pages</a>.</p> <p>There are now 600m AMP on 700,000 domains and a whole roster of media publications and retailers – from the Washington Post to eBay - have seen an increase in the number of people visiting their sites via mobile devices.</p> <p>Just two weeks after AMP's anniversary, Google has announced its plans to go further and actually start to index search results for mobile separately from desktop, making the mobile experience super fast for users.</p> <p>It makes absolute sense to show mobile users tailored results and if it speeds load time up again as well then all the better for brands; recent research reveals 53% of consumers will choose to never visit an ecommerce page again if the page loads slowly the first time on their mobile device.</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/2021/acp-blog-flyer.jpg" alt="" width="470" height="235"> </p> <p>And the future is mobile-first too. Google plans to soon introduce an extension which will allow consumers to text brands through ads in search results pages. This could be a real win-win for both consumers and brands.</p> <p>The option to text is bound to be popular with people who increasingly prefer to auto-communicate with companies to book hotel rooms, dentist appointments and even flights.</p> <p>While it does open up another channel through which brands will need to manage communication, it also means more consumers are likely to notice and click on the ads the function is attached to. Apparently Auto General has already been trialling the function and seen a huge 80% increase in conversions.</p> <p>Finally, 2016 was the first year we saw ad spend on mobile outstrip that on desktop. It was a great moment because it demonstrated that brands were starting to mirror their spend to how consumer’s are actually behaving.</p> <p>Couple this shift in priority with the innovations in the mobile space by Google and the rocky terrain of the customer journey starts to look a bit more traversable. </p> <p><em>For more on this topic, check out these posts:</em></p> <ul> <li><a href="https://econsultancy.com/blog/68592-what-were-the-biggest-seo-trends-of-2016/"><em>What were the biggest SEO trends of 2016?</em></a></li> <li><a href="https://econsultancy.com/blog/68594-seo-trends-in-2017-what-do-the-experts-predict/"><em>SEO trends in 2017: What do the experts predict?</em></a></li> </ul> tag:www.econsultancy.com,2008:Report/934 2016-10-27T10:15:00+01:00 2016-10-27T10:15:00+01:00 Digital Marketing Template Files Econsultancy <h3>Overview</h3> <p><strong>Digital Marketing Template Files</strong></p> <p><strong>Authors:</strong></p> <ul> <li>James Gurd, Owner and Lead Consultant, <a title="Digital Juggler" href="http://digitaljuggler.com/">Digital Juggler</a> </li> <li>Ben Matthews, Director, <a title="Montfort" href="http://montfort.io/">Montfort</a> </li> <li>Ger Ashby, Head of Creative Services, <a title="Dotmailer" href="https://www.dotmailer.com/">Dotmailer</a> </li> <li><a title="Starcom Mediavest Group" href="http://smvgroup.com/">Starcom Mediavest Group</a></li> <li><a href="https://www.searchlaboratory.com/">Search Laboratory</a></li> </ul> <p><strong>Files available:</strong> 10 file bundles, 50+ individual template files<br></p> <p><strong>File titles:</strong> See sample document for full breakdown of section and file information.</p> <h3>About these files</h3> <p>Need help with an area of digital marketing and don't know where to start? This pack of downloadable files contains best practice templates that you can use in your digital marketing activities. Feel free to adapt them to suit your needs.</p> <p><iframe src="https://www.youtube.com/embed/jxKmQGxspc8?wmode=transparent" width="560" height="315"></iframe></p> <h3>Contents</h3> <p>In this release we have 10 template bundles containing over 50 individual template files for digital marketing projects.</p> <p><strong>Download separate file bundles below:</strong></p> <ul> <li>Affiliate Marketing</li> <li>Content Marketing</li> <li>Display Advertising </li> <li>Ecommerce Projects</li> <li>Email Marketing</li> <li>Search Engine Marketing: PPC</li> <li>Search Engine Marketing: SEO</li> <li>Social Media and Online PR</li> <li>Usability and User Experience</li> <li>Web Analytics</li> </ul> <p><strong>The template files bundle also includes a <a href="https://econsultancy.com/reports/small-business-online-resource-manager/">Small Business Online Resource Manager</a> that </strong><strong>can help you effectively manage and own your online assets.</strong></p> <p><strong>There's a free guide which you can download to find out more about exactly what is included.</strong></p> tag:www.econsultancy.com,2008:BlogPost/68438 2016-10-21T14:44:04+01:00 2016-10-21T14:44:04+01:00 All the digital news stories you missed this week David Moth <p>First up…</p> <h3>Facebook’s news algorithm still has bugs</h3> <p>An investigation <a href="https://www.washingtonpost.com/news/the-intersect/wp/2016/10/12/facebook-has-repeatedly-trended-fake-news-since-firing-its-human-editors/?tid=sm_fb">by the Washington Post</a> has found that Facebook’s Trending topics algorithm is still being duped by fake news stories.</p> <p>A few months ago Facebook got rid of its editorial team and put its Trending topics in the hands of an algorithm, which subsequently promoted a fake story about news reporter Megyn Kelly.</p> <p>Between August 31 and September 22 the Post monitored all of Facebook’s Trending topics to see whether the error occurred again.</p> <p>During that time it noted five trending articles that were definitely fake and three that were ‘profoundly innaccurate’.</p> <h3>China now top market for the App Store</h3> <p>According to <a href="https://www.appannie.com/insights/market-data/q3-2016-index-china-hits-ios-app-store-milestone/">App Annie</a>, China has overtaken the US to become the most lucrative market for App Store revenue.</p> <p>In Q3 the Chinese spent a record $1.7bn in the App Store, 15%+ more than the US.</p> <p>While revenue from games accounts for the majority of revenue generated in China, other categories like entertainment and social networking are also growing and have more than tripled in the past year.</p> <p><img src="https://assets.econsultancy.com/images/0008/0594/app_annie.png" alt="" width="593" height="413"></p> <h3>ASOS loves Snapchat</h3> <p>During its half-year earnings call this week ASOS revealed that 'Snapchat is an increasingly important channel for our customers.'</p> <p>During Fashion Week the brand's content was viewed more than 20m times as part of the 'Fashion Week Stories' series.</p> <p>The earnings call covered half-year results up to 29 February 2016. Other key numbers include:</p> <ul> <li>60% of traffic and 50% of purchases came from mobile in February.</li> <li>Group revenue is up 21% to £667.3m.</li> <li>17% growth in active customers to 10.9m.</li> <li>Pre-tax profits increased 18% to £21.2m.</li> </ul> <p><a href="http://uk.businessinsider.com/asos-interim-results-snapchat-increasingly-important-2016-4">Business Insider has more</a>.</p> <h3>Uber's 40m MAUs</h3> <p>Uber founder Travis Kalanick revealed this week that the app has 40m monthly active users.</p> <p>Each of these active users spends around $50 per month.</p> <p>Read more over on <a href="https://techcrunch.com/2016/10/19/travis-kalanick-says-uber-has-40-million-monthly-active-riders/">TechCrunch</a>.</p> <h3>Google to roll out click-to-message ads</h3> <p>Google confirmed this week that it will soon be rolling out a 'click-to-message' button on mobile search ads.</p> <p>The ad extension will initially enable users to send SMS messages to advertisers, but it's not difficult to see it being rolled out to apps like WhatsApp in future.</p> <p><img src="https://assets.econsultancy.com/images/0008/0596/click_to_message.jpg" alt="" width="579" height="384"></p> <p>Head over to <a href="http://venturebeat.com/2016/10/18/google-click-to-message-ads/">VentureBeat for more</a>.</p> <h3>Netflix beats predictions</h3> <p><a href="http://www.bbc.co.uk/news/business-37685842">Netflix added 3.2m international customers in Q3</a>, far more than the 2m being predicted by analysts.</p> <p>Quarterly revenues increased by 31% to $2.29bn, leading to a 20% jump in its share price to around $119.</p> <p>In total Netflix now has just over 83m subscribers.</p> <p>The company also said that it plans to licence its content to existing streaming services in China, rather than operating its own service.</p> <h3>LinkedIn tweaks its Endorsements </h3> <p>I don't know about you, but my favourite thing about LinkedIn is the ability to spam my friends with pointless endorsements.</p> <p>But after recognising that perhaps its endorsements aren't all that meaningful, <a href="https://techcrunch.com/2016/10/19/linkedin-re-endorses-endorsements-with-relevance-and-targeting-features/">LinkedIn has decided to alter the way they work</a>.</p> <p>LinkedIn will now implement machine learning algorithms to surface endorsements that are relevant to the person viewing your profile.</p> <p>Endorsements will also feature targeting, so when you want someone to verify a particular skill, LinkedIn will send the request to a person that is most likely to fulfil it. </p> tag:www.econsultancy.com,2008:BlogPost/68349 2016-09-29T09:54:58+01:00 2016-09-29T09:54:58+01:00 Google's new expanded PPC text ads: The impact on advertisers Wesley Parker <p><img src="https://assets.econsultancy.com/images/0007/9653/google_ppc.png" alt="" width="655" height="327"></p> <p>But what does all of this mean for advertisers?</p> <h3>1. An increase in clickthrough rate</h3> <p>From <a href="http://www.wordstream.com/blog/ws/2016/05/25/google-expanded-text-ads">early tests WordStream has noticed</a> that the clickthrough rate (CTR) has increase by around 20%.</p> <p>This is something that we have also noticed within our own split tests at Clicteq.</p> <p>Here is the side-by-side comparison of performance of the old format text ads vs. the new expanded advert format.</p> <p><a href="https://assets.econsultancy.com/images/0007/9654/google_ppc_chart.png"><img src="https://assets.econsultancy.com/images/0007/9654/google_ppc_chart.png" alt="" width="865" height="61"></a></p> <p>Here is the analysis of our data for one account, looking at around £50,000 in advertising spend and 443,000 impressions across several thousand keywords.</p> <p>From the table above you will be able to see that the old advert format had a CTR of 3.23% compared to the new expanded text ad format that had a CTR of 4.09%.</p> <p><a href="https://assets.econsultancy.com/images/0007/9655/google_ppc_chart_2.png"><img src="https://assets.econsultancy.com/images/0007/9655/google_ppc_chart_2.png" alt="" width="865" height="451"></a></p> <p>This equates to an increase in CTR of 21.02% on the new expanded text ads, although it is difficult to do a direct side-by-side comparison as we have to change the ad copy to fill out the extra space in the new ads. </p> <p>We think the main reason for the increase in CTR is due to the fact that ads are now occupying more real estate on the first page of Google.</p> <p>Though we believe that this increase in CTR may be short-lived as a large number of advertisers that were competing with this advert were using the old standard text ads. </p> <p>This gave us a significant advantage and we think that as all advertisers transition towards this new ad format that there will still be some increase in CTR but it will not be as drastic as it was when the new format was launched.</p> <h3>2. An increase in conversion rate</h3> <p>Surprisingly we have also seen an increase in conversion rate when we implemented the expanded text ads.</p> <p>We saw the conversion rate was 11.19% on the new expanded format compare to just 8.73% on the old standard ad format, which equated to an increase of 21.9%.</p> <p><a href="https://assets.econsultancy.com/images/0007/9656/google_ppc_chart_3.png"><img src="https://assets.econsultancy.com/images/0007/9656/google_ppc_chart_3.png" alt="" width="865" height="453"></a></p> <p>We believe that there could be two possible reasons for the unexpected increase in conversion rate.</p> <p>This may be due to the fact that we are able to be more descriptive of the offer within the ad and therefore people are better prepared for what they see on the landing page and therefore convert better.</p> <p>Or it may be because we are able to add more features and benefits to the advert, which may make it more enticing and increase the number of people that convert.</p> <h3>3. A lot of work to transition to the new format</h3> <p>One of the downsides of Google bringing out the new expanded ad format is that PPC account managers must migrate all of their old text adverts to the new expanded ad format.</p> <p>This is not to big a problem when you are working with smaller accounts, however when you are working with accounts with 10K-100K+ adverts this can become a seriously big task that needs to be completed before Google’s deadline.</p> <p>A simple way that you can make this task slightly less painful is by using an Adwords script to do some of the repetitive work for you. </p> <p>One of the best scripts that I’ve come across for this is written by Frederick Vallaeys, called simply “<a href="http://www.optmyzr.com/blog/free-script-for-expanded-text-ads/">A free script for Expanded text ads</a>”. </p> <p>This free tool allows you to scrape your organic listings and use some of this information to build your next expanded text ads if you are struggling to get them all switched over in time. </p> <p>The meta title gets split into two and then becomes the headline one and headline two of the advert, and the first 80 characters of the meta description then become the advert description.</p> <h3>In conclusion...</h3> <p>In all it is clear that from upgrading your standard AdWords text ads to the next expanded ad format there are strong CTR and conversion rate benefits to be had.</p> <p>The studies by ourselves and WordStream both showed a healthy 20%+ increase in CTR.</p> <p>However with any upgrade to AdWords there is always going to be a significant amount of work involved, especially considering that this is probably Google’s biggest ever single update.</p> <p>So make use of tools such as AdWords editor, Excel and AdWords scripts to make your life easier and automate tasks wherever possible.</p> <p><em>For more on this topic, check out these resources:</em></p> <ul> <li><a href="https://econsultancy.com/training/courses/topics/search-marketing/"><em>Search Marketing Training Courses</em></a></li> <li><a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/"><em>Paid Search Marketing (PPC) Best Practice Guide</em></a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68264 2016-09-12T16:51:01+01:00 2016-09-12T16:51:01+01:00 Six clever ways to optimise Google Shopping campaigns Ben Davis <p>So, here are six ways to improve your Shopping campaigns, by tinkering with your data feed and conducting a few tests.</p> <h3>1. 150 character product titles</h3> <p>Is it enough to simply carry across product titles from your website to Google Shopping?</p> <p>Most ecommerce product titles are only 40 characters - could retailers be making more use of the 150-character product titles allowed within Google Shopping?</p> <p>Well, yes, more information and more keywords may help conversion and impressions.</p> <p>Rob gave an example. An original product title on a flooring client's website was ‘Mega Deal 6mm Laminate Flooring Oak Grey’.</p> <p>In order to optimise this for Google Shopping, the phrase 'mega deal' was dropped, as this is only relevant in the context of the website (not within Google Shopping), and more info was added.</p> <p>The improved title look more like this: 'Laminate Flooring - Grey Oak 6mm Laminated Wood Floor Boards, Light Wide Wooden Mid-Length Plank, Click Installation, Textured Surface, Square Edge'.</p> <p>These expanded titles are shown in full when you hover in the Shopping thumbnails hosted within the SERPs, see below for an example.</p> <p><img src="https://assets.econsultancy.com/images/0007/8807/Screen_Shot_2016-09-06_at_09.29.22.png" alt="google shopping" width="615" height="506"></p> <p>In Rob's tests with these expanded product titles within a bestsellers ad group, it achieved 25% growth in impressions, with a 7% increase in clickthrough rate (CTR).</p> <p>Rob's regular shopping ad group saw only a 2% increase in impressions, but still a 6% increase in CTR.</p> <h3>2. Alternative landing pages</h3> <p>When shoppers click through a Google Shopping ad, they usually hit the corresponding product page URL on the retailer website.</p> <p>But Rob wanted to test pushing shoppers to category pages.</p> <p>The <a href="https://support.google.com/merchants/answer/188494#adwords_redirect">AdWords redirect attribute</a>, according to Google, 'allows advertisers to specify a separate URL that can be used to track traffic coming from Google Shopping'.</p> <p>Putting tracking aside, can this redirect attribute be used to serve a more effective page than a product page? </p> <p>eBay uses this attribute, as Rob showed, in order to show a duplicate product page, one that is more streamlined, and features more prominent <a href="https://econsultancy.com/blog/65866-how-do-product-recommendations-influence-buyer-behavior/">recommendations</a>.</p> <p>The idea is that this cross-sell will decrease bounce rate and ensure the customer finds something they want.</p> <p><em>eBay 'normal' product page</em></p> <p><img src="https://assets.econsultancy.com/images/0007/8809/Screen_Shot_2016-09-06_at_10.17.12.png" alt="ebay page" width="615" height="407"></p> <p><em>eBay product page used from Google Shopping with the redirect attribute</em></p> <p><img src="https://assets.econsultancy.com/images/0007/8810/Screen_Shot_2016-09-06_at_10.17.26.png" alt="ebay page" width="615" height="448"></p> <p>Rob's own work with this redirect attribute sent Google Shopping customers to a filtered category page.</p> <p>This tactic reduced bounce rate significantly, <strong>from 75% to 40%</strong>. </p> <h3>3. Promoting bestsellers at scale</h3> <p>For a big clothing retailer with 177,000 SKUs, Rob used the <a href="https://support.google.com/adwords/answer/6275295?hl=en-GB">custom label function</a> in the Shopping feed to label best-sellers based on 30 days of sales performance data.</p> <p>The top 15 products were labelled and updated every week. These 15 products were grouped together and ran as a Shopping campaign separate from the other SKUs.</p> <p>This was then done with the next best 15 SKUs, too.</p> <p>Clickthrough rate and click conversion rate were unsurprisingly higher for the top 15 best sellers than the second best sellers group, which in turn performed better than the rest of the SKUs.</p> <p>The rationale here is simple - back your best sellers.</p> <h3>4. Converting upper funnel keywords</h3> <p>Rob had noticed that the keyphrase ‘living room ideas’ was delivering traffic to one of his relevant retail clients.</p> <p>This is a content based keyword (not product based), delivering seasonal traffic (there was a spike in spring) but not delivering conversions.</p> <p>The received wisdom here would be to add the phrase as a negative keyword because it is essentially wasting ad budget, because people who search for this term are not buying.</p> <p>However, using some of the tactics discussed above, Rob decided to target this traffic.</p> <p>A best selling product was identified, the product was duplicated and a 150-character title was written that specifically mentioned ideas (living room, bathroom etc.).</p> <p>Then, the redirect attribute was used to send Google Shopping traffic from this ad to a regular category page on site, where customers could browse a variety of products.</p> <p>The result was only 126 sessions, but they had a £27 cost per goal and 45% bounce, compared to the average of 72% bounce and £58 cost per goal overall. Impressive stuff.</p> <p>A few weeks after this test, in July 2016, Google rolled out changes to Product Listing Ads (PLAs) for broad product queries (which apparently account for 40% of searches).</p> <p>Now, instead of showing product ads for broad queries, Google shows Showcase Shopping Ads, as demonstrated below, which link through to category style pages.</p> <p>However, this change doesn't negate all of Rob's suggestions - knowing what terms people are searching for and picking titles and best seller groups accordingly is important.</p> <p><img src="https://3.bp.blogspot.com/-Y5s0ibGICsk/V4QWJgihKAI/AAAAAAAACc0/EtgETDKl6WoD54qcCpaeykW6BBY0UaJ5ACKgB/s400/premium%2B%25281%2529.gif" alt="showcase shopping ads" width="199" height="400"> </p> <h3>5. Structure simulations</h3> <p>Using the AdWords <a href="https://support.google.com/adwords/answer/3455573?hl=en-GB">dimensions report</a> (which allows customised reporting at any level of granularity), Rob runs simulations to determine the right structure for campaigns.</p> <p>Where conversion value / cost was particularly low for a brand product type (lots of clicks with few conversions), this campaign was split out to look at the performance of different price brackets with this product type.</p> <p>What this experiment showed is that some price brackets perform better (in Rob's instance, a £150-£200 bracket converted better than a £50-£100 bracket).</p> <p>This insight can be fed back into the broader campaign.</p> <p>The take-home message is to drill down into product groupings to see which attributes are indicative of success for a particular product type.</p> <h3>6. Breaking through</h3> <p>A heartening message to end on - it can take time to break through, before you can bring your bids down.</p> <p>Rob told of how one of his campaigns delivered little success at a high bid level, until plenty of optimisation work had been done.</p> <p>This work meant the campaign eventually picked up, with impressions increasing and cost per click (CPC) decreasing.</p> <p>After a while, perhaps partly due to a history of spend, Rob was able to reduce the bid level and maintain a low CPC.</p> <p>Bidding aggressively in the short term is often the best approach, with optimisations over time enabling retailers to dial down the bids slightly.</p> <p><em>Thanks again to Rob Watson of Supplyant and BrightonSEO for a great event.</em></p> <p><em>For more on Paid Search, subscribers can download the <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">Econsultancy Paid Search Best Practice Guide</a>.</em></p>