Use Keywords in Your Google AdWords and Bing Ads Shopping Campaigns

February 22nd, 2016 by Jack ODonnell

BLOG-Use-Keywords-In-Shopping-CampaignsCurrently, we cannot use specific keywords as targeting mechanisms in Shopping campaigns (other than those keywords you use in your Titles and Descriptions), but that doesn’t mean you still can’t harness the power of keywords to improve the performance of your Shopping campaigns.

The power of negative keywords, that is.

Use the Search terms report available to you in the Google AdWords interface to run a report which will show you which search terms were actually used by an end user to trigger your Shopping Ads to show in the search results. The Search terms report for Google AdWords is found under Keywords>>Search Terms when you are within a Shopping campaign. Once you pick the desired time-frame you want to view, you can simply put a check-mark into the selection boxes of those keywords you want to add as negative keywords, then add them as either Campaign negatives or Ad Group negatives. By culling through these keywords, you will be able to exclude those keywords that don’t convert , or exclude those keywords that are simply not a good fit for the products your client is trying to sell, and thus avoid wasting your PPC spend on non-productive traffic.

For Bing, you will need to navigate to the Dimensions tab and look under the Search Term column to see the actual search terms being used that trigger for Bing Shopping ads to show in the search results. You can export this data, filter through the data to find the appropriate negative keywords, and then copy and paste the desired negative keywords into the appropriate Bing Shopping campaign.

So don’t forget to use the negative power of keywords in your Google Shopping and Bing Shopping campaigns.

PPC and Consumer Expectations in 2016

February 8th, 2016 by Kelly Levine

BLOG-PPC-and-Customer-Expectations-in-2016If there is one thing we know about technology, it is that it is always evolving, getting better, faster, smarter.  The same can be said for pay-per-click advertising.  As consumers’ expectations are getting higher and more specific, marketers face a very real need to meet or exceed them.

According to Forrester Research Digital Marketing Forecasts, search marketing will take 45.4% of digital marketing spend in 2016.  Consumers know what they are looking for, and are searching for it at rapid speed, in the palm of their hand. They’re on the go and want real-time, personalized information.

As marketing professionals, it is our job to give consumers what they want. By tailoring pay-per-click campaigns to interact in a more conversational, personalized nature, we have the potential to increase sales by 14%, as reported by Econsultancy and Adobe’s Quarterly Digital Intelligence Briefing in 2015.

How do you create a more personalized pay-per-click ad campaign? Well, it goes way beyond keywords these days. Marketers can now target a specific audience and create unique ads in varying formats to reach consumers at their fingertips, whether they are at their desk browsing custom furniture, looking for pizza delivery restaurants on their tablet, or using their mobile phone to hail a cab. Having a mobile-responsive website is absolutely imperative in today’s marketing world. Websites that offer online booking, ordering and customization will most certainly take the lead in online sales.

Online marketing, especially pay-per-click advertising, is a venue in which we can deliver the right message, to the right audience, at the right time, and it is so important that we are meeting the expectations of our consumers.

Do you need help developing a more personalized experience for your target audience? JumpFly specializes in pay-per-click marketing, and is always standing by to take your marketing campaigns to the next level!

The Importance of Feed Management for Google Shopping

January 25th, 2016 by Nikki Kuhlman

BLOG-The-Importance-of-Feed-ManagementI’ve been to Google three times for Shopping campaign training, and at least half the time is spent on optimizing the feed. The reason behind that it because, as a Googler (who I will not mention by name) loves to say, “Crap in, crap out.” The feed is the backbone of your PLA campaigns. That means if the data in your feed is bad or missing information, it won’t matter if the Shopping campaigns are set up perfectly, they won’t be as successful.

So what makes for a good data feed?

1. Unique Product Identifiers: these include Brand, UPCs (for the US, or other Global Trade Item Numbers for other countries) and Manufacturer Part Numbers. These are used to match against Google’s product catalog to make sure a product is valid. It also levels the playing field against your competitors. If you both have the same item in your feeds, but your competitor has the Brand, UPC and MPN and you only have Brand and MPN, they will “win” the auction because Google will value their product over yours.

2. Product Content: which includes Title, Product Category and Description. Title is absolutely, hands down, the most important thing you can do to show up on relevant searches. Here’s two examples – guess which one will show show up on more relevant searches?

a. Example 1: Blue T-Shirt
b. Example 2: Nike Men’s Blue Crew-Neck Short Sleeve T-Shirt, Size Medium

Yes, you guessed it – example 2. Having things like gender, color, style and size in the title are very important. And Brand can also be important if it’s a brand with name recognition.

3. Pricing: which includes Product Price, Sale Price, Tax and Shipping. If the price in your feed doesn’t match the price on your landing page, your Merchant Account can and will get suspended. Same with shipping costs – shipping must calculate properly or Google will suspend the Merchant Account.

The bottom line is to fill in the data gaps. There’s also additional attributes that can really help, like full descriptions, color, size etc. The more information you give Google, the better chance you will have to show.

Other tips include updating the feed data daily – Google likes fresh content. If you can’t do daily, at least do weekly. And good quality images are another place to concentrate.

Last year JumpFly started offering feed management services to their existing clients. It’s really made a difference for many clients on how well their Shopping feeds do, as the Account Managers can work directly with the Feed Manager to make sure the titles and information is optimized. It’s also helped reduce the dreaded “feed expired” issues we’ve had for some clients in the past who have forgot to upload a new feed.