The online market is highly competitive, so for online businesses, every sale counts. Every business owner knows how painful it is to see a shopper browse through your website and then leave without making any transactions. In fact, 20-40% of users bounce on retail sites, — meaning advertisers lose not only sales, but their spend on advertising as well. Worst of all, the fewer shoppers you convert into buyers, the higher your CPA (cost-per-acquisition) is.
For over a decade, marketers have been dreaming about achieving the holy grail of customer targeting: one-to-one marketing. When it comes to creating advertising messaging geared towards specific people, we’ve previously been limited to setting up demographics, or using cohorts to reach our target customers. However, this all changed when Google announced Customer Match Targeting, taking us above and beyond just B2C or B2B marketing, and instead shifting the paradigm to H2H: human to human.
In the midst of Google’s big holiday push, they’ve recently announced a new metric called “Click Share” for Shopping Campaigns. We’ve answered some of your most anticipated questions regarding this new feature below. Check it out!
What is Click Share?
Mathematically speaking, it’s the probability of the:
While search marketers haven’t quite yet mastered the art of fortune telling, they have mastered analyzing online search queries to figure out the who, what, when, where, and why of how their customers are shopping. Search can provide vital insights into how your customers shop online, and can be instrumental in allocating your budget and defining your strategies for the upcoming holiday shopping season.
As online shopping is becoming increasingly omnichannel, retailers need to take special care to capture their audience at the right moment. It has become imperative for advertisers to showcase their ads throughout the customer buying journey to hook users better. Because of this, the “retailification” process has become more complicated than ever before, as consumers are shopping across multiple channels and the retailer has to become smarter to capture them, no matter where they are.
Online retailers, rejoice! Google Shopping has once again implemented a new addition to its Google Merchant Center by adding a feature that’ll greatly help out retailers during the bustling holiday season and beyond.
The new Shopping Assortment Report will take the guesswork out of choosing which products you want to focus on selling this holiday season. This feature acts like a detective and uncovers your top 100 products and their brands that your online store doesn’t offer. This information is generated, based on how popular these products are in Google Shopping, and can be accessed easily right in your Merchant Center account.
Price-based selling has become inevitable in today’s business, and it remains a successful customer acquisition hook. Many of my clients tend to offer a “Low Price Guarantee” and insist on using it as the primary USP in their paid search ad copies. Recently, I had an interesting situation occur around this topic.
Since the successful launch of dynamic structured snippets for AdWords search ads, search marketers have been begging to be able to create their own customized structured snippets for their ads. Well, the wait is over, search marketers: AdWords has finally answered your prayers, and have launched their new structured snippet extensions for search ads!
Did you know that last year 28% of in-store sales were influenced by mobile devices, used either before or during shopping trips? In an effort to help retailers reach their customers at their most crucial mobile shopping moments, Google has come up with a few new ways to help retailers win those I-want-to-know, I-want-to-go, and I-want-to-buy micro moments.
It seems Bing Ads is always trying to catch up to Google AdWords, and their addition of UET (Universal Event Tracking) is latest step in that direction. So, what is Universal Event Tracking? Simply put, UET is a tag that enables performance tracking along with the opportunity to derive analytical insights.
What are the benefits of UET?
UET includes three key features that are similar to features offered in Google AdWords and
1. Site Analytics: UET provides customer engagement metrics, such as bounce rate, new users, etc.
2. Audience Remarketing: UET allows you to create remarketing lists and use remarketing in paid search.
3. Conversion Tracking: UET tracks all conversion actions, such as revenue and lead registration.
How do I implement UET?
Go to the UET interface within Bing Ads.
Click on “Create a Goal”.
Choose from a variety of conversion goals to monitor your customer activity (such as Destination, Duration by Visit, Pages per Visit, or a Custom Event).
Once your goal is created, click on “View Tag Details”.
Place your UET tag on all of your site’s pages.
Your tag will look like: