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.


Yahoo Gemini Final Thoughts

December 14th, 2015 by Stephanie Shaw

BLOG-Yahoo-Gemini-Final-ThoughtsThe last four weeks have covered:

Let’s cover the last few essential pieces of Yahoo Gemini.

Conversion Tracking

Yahoo Gemini uses Dot for event tracking across Yahoo’s search and native ads.  Advertisers who use Dot can also gain access to additional insights in the performance of their campaigns and adopt remarketing.  In the Gemini UI, you’ll receive your Dot code when you create your first conversion rule.  The Dot code goes on every single page of your website in the <head></head> section.  

Conversion rules can either use a destination URL (begins with, equals or regular expression) or you can create an event.  If you use the destination URL option, there is no other code you have to install.  Simply install the main Dot code and create your conversion rule in the Gemini UI.  However, if you want to use an event, you will have to install one additional snippet of code.  You can now report conversion revenue with event codes, as well.  Install this code only on the conversion page or trigger in the <body></body> section.

One of the interesting features of Dot is its ability to integrate with Bing Ads UET.  You can link these two tags if you contact your Yahoo account manager and take advantage of Dot’s full functionality, which includes the ability to track performance on the Yahoo Bing Network.

Reporting

The Yahoo Gemini reporting dashboard has a variety of pre-built and custom reporting options for you to get pretty much any data you need.  You can schedule the reports to run Once, Daily or Weekly.  At this point all reports are exported as CSV files, so if you’re looking for fancy graphs and bells and whistles, you’ll have to wait awhile.  That being said, you can still get the data you need in order to make optimizations.

Campaign Optimizations

As someone who’s been using Yahoo Gemini for awhile, I will freely admit that campaign optimizations can be difficult.  The UI needs a lot of work and we encounter tons of glitches.  While you can now view data down to the keyword level within the UI, sometimes you can’t see the keyword or change bids like it’s designed to do.  These are the growing pains I eluded to earlier, and unfortunately it’s just part of the deal.  We’ve found the best way to manage these campaigns is to export your data into excel and upload any bid changes as a bulk upload.  While this is not ideal, it is reliable.

Coming Soon to Yahoo Gemini

Yahoo Gemini is new to the PPC world.  It is far from perfect, but they are regularly adding new features, enhancements and upgrades.  Here are a few things in the pipeline:

  • Advanced Location Targeting
  • Reporting Updated by the Hour
  • UI Usability Improvements
  • Additional Product Ad Categories
  • Increased Supply
  • My Audience – Website Actions, Mobile Device IDs, Emails and In-App Events.
  • Monthly Frequency Management
  • Audience Verification with ComScore and Nielsen
  • Video Available through BrightRoll DSP
  • Cross-Channel Campaign Insights

Ready To Get Started?

Yahoo Gemini definitely offers some unique opportunities.  For those of you struggling for traffic or if you know that your target audience is using Yahoo, it’s probably time to test this new network.  Get in touch with your JumpFly Account Manager and we’ll help get you started!