Do you want to know the strategies of electronic commerce?
E-commerce is one of the most challenging and competitive ways in SEM.
No matter what industry you are in, you are certainly competing against giants like Amazon / Walmart.
As more and more dollars move towards Shopping ads and the competition continues to increase. Retailers must adopt more advanced strategies to stay ahead Automated eCommerce PPC management.
Okiano Marketing is a digital marketing company that helps businesses market their products and services online to achieve tangible, bottom-line results. We have a passion for digital marketing and love helping our clients grow their brand and create sustainable lead generation sources. Our expertise includes PPC campaign management, inbound marketing, SEO, social media, and content marketing, and we are especially adept at integrating these channels so that they work together to drive maximum performance.
1. Implement brand keyword targeting
Keyword-based text ads allow retailers to easily understand the consumer intent window and can optimize accordingly.
However, the shopping ads were built on a product-based bidding model, which means that Google selects which products are displayed for a specific search result.
This model eliminates an important aspect of bid control and optimization because retailers cannot bid differently on a consumer throughout their purchase.
While this can be daunting, it doesn’t have to be!
There is a solution to the disadvantage of the product offering:
How do the 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 bid.
To create a shopping keyword targeting structure, retailers should start by creating three campaigns for the same product or product group, each with a different priority setting: high, medium, and low.
The priority setting will act like a funnel, filtering more specific keywords through negatives.
Shopping keyword targeting gives advertisers the ability to:
- Own the SERP in terms of branding.
- Optimize offers based on non-brand performance.
- Control which products to advertise in the different stages of the purchase process.
Purchasing keyword targeting is a worthwhile approach to ensuring you’re driving sales on high-intention queries and reducing waste in inefficient head terms.
2. Dynamic Search Ads are an asset, not an accessory.
Harness the power of Dynamic Search Ads to expand your keyword pool at a lower cost.
When designing ecommerce campaigns, you will often find that the most logical keywords are also the most expensive and least profitable.
About 15% of daily searches are not new to Google; Sure you’ll find them through broad match with a higher CPC, but it’s more efficient to let DSA do the dirty work for you.
When building a DSA campaign, here are some things to keep in mind:
- Pages and URLs are your keywords. Make sure to segment similar sections of the site into your own ad groups to maximize the relevance of your copies.
- Similarly, use negatives! Take advantage of a full set of extensions, just as you would for a keyword targeting campaign. They are likely to see less volume due to lower ad ranking, but it’s better to keep them in mind.
Use any and all available audiences. Spend most of your time optimizing for people and let the engines pick your keywords.
- Smart bidding features (ROAS / Target CPA and eCPC) help amplify the effectiveness and efficiency of DSAs. Use them often.
- It’s common practice to take all the conversion keywords from a DSA campaign and roll them into a traditional keyword-targeted campaign to stay in control.
While this is an effective way to ensure maximum volume, CPCs often scale to the point of being inefficient when targeting each query rather than when DSAs determine it is more likely to convert.
Unless a single query is achieving dominant volume or underperforming relative to keyword targeting, it is recommended to leave them blank.
Related: Why is SEO so important to my eCommerce?
3. Embrace Google Shopping ads
In 2016, Google launched a new ad format: Shopping ads.
This solution seeks to better position e-commerce, retail and fashion advertisers with their customers.
Think of Google Showcase Shopping ads as your digital showcase. It’s the storefront solution your online customers are looking for.
You can group different e-commerce, fashion, and retail products together using vivid, high-quality digital images.
You can supplement existing products with multiple smaller products, or combine multiple “me too” products into one more discounted offer.
Storefront ads are used to target more generic non-branded queries and appear in search results for mobile devices.
In the SERP, the ad features a custom, brand-specific image related to the search query along with two smaller images.
These smaller images show the actual products. When the user clicks on the ad, it presents the custom image, a custom description to help introduce the brand, and up to 10 individual products.
In addition to visual differences, Shopping ads use maximum CPE (cost per share) bids, which means that advertisers set the highest amount they are willing to pay for a share.
They are then charged when someone expands the ad and spends more than 10 seconds inside the ad or when a user clicks on a link within 10 seconds.
In 2018, Showcase ads continued to gain clicks on mobile devices and continued to gain momentum in 2019.
This ad format is a great branding tool, tailored for user engagement rather than user acquisition and is best used as a top funnel tactic.
4. Go online to offline with local inventory ads
According to Google, nearly 80% of shoppers will go to the store when the retailer has an item they want right away.
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 attract customers to your store, capturing their attention by highlighting the products available in nearby stores.
Local inventory ads appear in mobile queries that include local intent (for example, “dress near me”) and will fire if the user is within 35 miles of a store.
When users click on your ad, they are immediately taken to your Google-hosted local storefront page.
5. Target the less obvious audience
Audience tools like demographics, customer matching, and retargeting are some of the most powerful features Google and Bing have created in recent memory.
Advertisers have the ability to personalize messages, increase / decrease bids, and generally identify what they want.
Some of the most used (and recommended) audiences are in the market, which means that Google can focus on people who are actively researching to make a meaningful purchase.
If you have an insurance company, it seems obvious to add an audience of users who are in the insurance market, right? The challenge is that all of your competitors are doing the same.
Consider using audiences as a way to find what your audience likes best and target accordingly.
If you sell bags or jewelry, you may be successful with men who want to buy something for their partner’s birthday or anniversary.
Google has a host of tools to help identify these groups. Head 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.
6. Reassess your KPIs
Return on ad spend can be a dangerous metric. It is a single snapshot in time, evaluating only whether a single order made money or not.
Optimizing for one-time ROAS will only decrease your ability to compete in challenging auctions. Consider evaluating cost per customer acquired, customer lifetime value, or customer amortization for one year as a better true north metric.
For true, high-level prospecting search terms from the funnel, consider targeting micro-conversions or “steps” as a way to add value without breaking the bank.
Optimize your subscription to an email list, or use early stage terms as a way to create retargeting groups to market later.