Do You Have The Google Smart Shopping Blues?
Are you feeling the Google Smart Shopping blues? Symptoms include irritability, restlessness, an inability to sleep, and a sickening feeling about what's happening to all your eCommerce ad spend.
5 Keys To Developing High-Performance Search Ad Campaigns
Steve discusses 6 things to consider when deploying an eCommerce Shopping Campaign starting with “Smart Shopping” Campaigns vs. Standard Shopping Campaign
PPC Call Tracking Benefits
PPC call tracking facilitates the capture of search engine metadata associated with call conversions. This metadata becomes powerful information when it is used as the fuel for automated bidding or "machine learning" algorithms within a PPC platform.
Why Choose Blastoff Labs?
https://www.youtube.com/watch?v=Pfel_3bHO4o Steve reviews 5 unique ...
Plan Display Ad Targeting
There are 8 different ways to target ads running on the Google Display Network (GDN). Each of them is based on either the content (keywords) of websites across the GDN, or the behavior of traffic that transits the GDN.
To plan the targeting for a display campaign, we first determine which of the 8 types of targeting are likely to be successful:
- (1) In-market (2) Placement (3) Affinity (4) Custom intent (url, or keyword) (5) Customer list matching (6) Topic (7) Demographic (8) Remarketing.
A significant degree of experimentation is normally required before arriving at the best performing type and configuration of audiences within display campaigns.
Display Campaign CRO Feedback
Display campaigns pull cold traffic off the internet into the top of your sales funnel, where it becomes "cool" (lightly engaged) traffic. They also function to constructively influence mid-funnel "warm" (more deeply engaged) traffic.
Landing pages for display campaigns play a different role than landing pages for search, shopping, or video campaigns. So our CRO feedback will be different.
On landing pages for display campaign traffic, the primary goal is not necessarily to push for a conversion. We're more likely trying to clarify and strengthen the value proposition, coming at it from different angles or bringing new aspects of it to light.
Video Campaign CRO Feedback
Video campaigns are versatile and may generate traffic that enters the sales funnel high, mid, or low. We'll create CRO feedback for video campaigns based upon your particular campaign, to best match it to the funnel.
On landing pages for video campaign traffic, the primary goal is not necessarily to push for a conversion. We're more likely trying to clarify and strengthen the value proposition, coming at it from different angles or bringing new aspects of it to light.
Depending upon the nature of the product or service being advertised, it might make sense to also speak to and faciliate low-funnel traffic. But most video campaigns are handling high and mid funnel traffic.
Video Campaign Structure
A secret to display campaign performance, is to create the video campaign structure by factoring targeting methods and ads by pairs, into ad groups.This creates video campaigns built around relevant groups of ads with relevant images and ad copy, resulting in better quality scores.
The combination of a high-quality targeting, careful ad copy development tailored to the offer, and properly structured ad groups creates a strong underlying foundation for display campaigns.
Conversion Value Setup For Display Campaigns
For every PPC account and display ad campaign, we create a conversion value model for each type of conversion event and (related), select a method for click attribution modeling. When a conversion occurs, the value for that conversion is distributed ("attributed") up through the sales funnel, with weighting as defined by the click attribution model.
In our conversion value model, what we are after is the gross margin (value) that each conversion action is producing. In the case of a display campaign that advertises products, the conversion value would likely be (sales price-sales tax)*(average gross margin).
Conversion value modeling is important because it allows for calculating the two most important metrics in paid search: return on ad spend, and advertising margin. But more importantly, it provides valuable information back to the automated bidding algorithms, which use machine learning to maximize the performance of the campaign.
Conversion Tracking Setup For Shopping Campaigns
For eCommerce Shopping ad campaigns, conversion tracking setup is important because it allows for calculating the two most important metrics in paid search: return on ad spend, and advertising margin.
More importantly, it provides valuable information back to the automated bidding algorithms, which uses machine learning logic to maximize the performance of the campaign.
When a Shopping campaign sends accurate conversion tracking conversion values back to the automated bidding logic, automated bidding with machine learning can deliver significant performance improvements, and greatly reduce campaign management time.
