According to a marketing report, 38% of holiday shoppers use smartphones to search for products and service information on Google before visiting a store.
Google shopping ads offer online marketers and e-retailers an excellent platform to showcase their products, reach out to their audience, and build brand visibility. So let’s start with Local Inventory ads or LIA, LIA are the local information users ask for.
We also know that 44% of shoppers wish that retailers could do a better job sharing inventory information, well the good news is LA or LIA actually do help retailers provide this information to customers and when they do the retailers themselves see an upside so where local inventory information was provided in the US retailers actually saw 3 times increase in the CTR and an 80% improvement in CPA.
So our recommendation to you is to use local inventory ads to drive increased ad engagement clicks as well as store visits which are a really special and important piece here and then take advantage of that local location-based targeting feature to really drive performance to specific stores.
So how does LIA work?
As you search for something in the Google Search Bar like a Fitbit in your body, Google will display results of stores that are selling the Fitbit with distance from your location, opening hours, and price.
If you click right there on this ad you will be navigated to a Google-hosted storefront, this it pulls information from the retailers feed Merchant Center feed actually.
Who should Use LIA?
Retailers who have separate online & offline merchandising and marketing teams
Have separate offline budgets and success KPIs
Have a strong in-store assortment
A retailer who rely on auto-bidding tools for their online campaigns
How to Setup LIA’s?
Startup a new shopping campaign supporting all categories and then within settings you will have to enable the local inventory ads through a feature called enable local inventory ads. Moreover, you need to set up an inventory filter for the channel.
Next thing is to do the bidding, don’t select conversions as a goal for LIA, here opt-in for maximizing clicks bidding strategy.
LIA Campaign Strategy Tips
Local only is the preferred setup for departments funding drive-to-store separate from e-comm programs as they can control, optimize & report on performance separate from the e-comm program.
Set a 20% higher base bid than your average Google Shopping bid, and adjust the mobile bid modifiers to +100% to drive store visits. Separate campaigns help optimize these specific goals.
Mirror programs that are happening in-store to make the most of LIA/Local Campaign. For example – bid up on seasonal items featured in stores, end caps, or in the circular. Some advertisers use LIA to drive inventory relief (bidding up on certain stores or on certain inventory)
Example of Interpreting Store Visit Data :
Online Spend = $1000
Store Visits = 100
In-store Conversion Rate = 50% (Assumed)
In-store AOV = $100 (Assumed)
In-store Sales = $5,000
ROAS = 5:1
LIA Campaign Optimizing Tips
Bid Higher to reach shoppers closer to your location
Location-based bid modifiers help merchants to increase bids for shoppers closest to their stores.
Increase bids when stores are open
Ad scheduling bid modifiers allow merchants to bid higher during store open hours or high traffic hours.
But don’t “turn off” when your stores are closed because late night/ early morning LIAs help drive shoppers planning their route in advance.
Bid higher by Device
Merchants can boost their bids on the device (Computer, Tablet, and mobile)
As LIA is a mobile-first ad format, we recommend store mobile bid modifiers of at least 100% to start out.
Local inventory ads don’t cost any more than regular shopping campaigns, as today most of the searches are shifting from desktop to mobile and consumers grow continually more reliant on Google to guide their purchase, LIAs can help ensure they will find you -online or nearby.
Google Product rating is the program provided by the Google Merchant Center. By participating in this program it will enable you to show your product rating (star-ratings) to users on Google shopping ads.
Product ratings and reviews help shoppers in their product research and help them in making purchase decisions.
Product rating is in the form of star rating from 1 to 5 and designed to give shoppers an overview of the product’s performance and make trust in the purchase of that product.
How will you add Google Product Rating In Google Shopping Ads?
To add Google Product rating to Google shopping ads your product should have at least 3 product reviews that will be aggregated to form an overall product star rating.
Product ratings can be sourced from various places including your own site and from a review aggregator site such as Review.io or many others. It can also be aggregated from Google Customer Reviews.
Learn Google Product Rating Working
One thing that all we should know is that Google Product Rating is specific to product, not seller specific. In Google product rating product performance rated, not the business who is providing it.
You can aggregate the reviews for a product from multiple retailers, marketplaces, and third-party review sites. This is all done by the Google Merchant center program by using globally unique product identifiers such as GTINs, or other metadata data related to the product such as SKU, Brand + MPN pairs and product URLs.
When a search is performed for a product – such as ‘Wishbone chair’ – a list of different models of Wishbone chair will be listed, some products showing aggregated Product Ratings where applicable. Sellers selling this model can be located by clicking on the individual product listing.
What are the Benefits of Product Ratings
Having a product rating or review on your own site is different from the perks of Google Product Ratings. Take a look at some main benefits of Google Product Ratings.
1. Google Product Ratings make products stand out in shopping ads.
Google Product Ratings will make your product stand out from your competitor product. These star ratings will catch the eyeball after all that is natural, who will not love a flash of gold?
For example, if you are looking for ‘Wishbone chair’ and some listings will show stars and others don’t, then eyes will naturally be drawn to the star because there is a little gold digger inside all of us!
There is also a concept that stars = trust, and quality ingrained with it, and that will make us biased towards product listings that feature them.
2. Customers get educated about the product.
Product rating and review also help the shopper to know more about the product. They are more educated about the product by getting more information from the review.
The product description is not sufficient to get all the information about the product. They are a little impersonal, just a copy of the manufacturer description that will make it ‘scripted’, and many shoppers realize it is written by marketers whose job it is to sell the product.
Now Customers product reviews will help the buyer get more information about the product that is not conveyed from the product description
Google Product Ratings mostly contain valuable information about the product that may make or break a sale.
Shoppers who wanted to know more about the product which they wanted to purchase are also less likely to be disappointed. On average, it’s said that 78% of Shoppers who read reviews are more satisfied with their final purchase.
If you give more information about the product then the buyer leads to more confidence in your product which further increases your conversion rate.
3. Google Product Ratings help in to increase the on-site conversions too
Google Product rating will leave the impact on the buyer journey. After viewing product ratings it will build trust, inform, and confidence on the arrival of your site.
They have already covered quite far along the buying journey and come with a high intent when they arrive on your site.
By Increasing trust off-site, it will lead to an increase in on-site conversions, sales, and profits.
How you can get the power of Google Product Ratings
Google product rating is not unique only to you, they are aggregated from the different review sites. So most of the sellers are selling the same product with the same ratings aggregated from the same source.
Technically you are competing with other sellers who are selling the exact same product with the exact same Google Product rating.
So, how can you stand out from this?
There are four steps to make your Google Product Reviews to win over your buyer.
1. Sell Renowned Products
Wanted to succeed in Google shopping? Then there is a need to sell the product that can achieve the above. You should stock the product that is previously highly rated so that you can stand out in a good way.
If you’re selling your own branded products then make sure you are collecting high-quality product reviews from your customers and sending them to Google review.
2. Regularly Optimise your product listings & bid high
Now the question is how to compete with other sellers?
In order to compete in Product listing ads, you should make sure you are optimizing your product listing and bidding for your product. It will help you in securing the top spot position and make the most of the shopper land up to your site as compared to your competitors.
3. Collect Seller Ratings
Product is the same and product Price is the same then how will buyers determine from which store they will prefer to buy the product. So the seller rating and the product rating go hand in hand. They will prefer the store who has a higher seller rating.
4. Competitive Product Pricing
Last but not least is your Product pricing. Google shopping is also known as a product price comparison site.
The final thing that needs to be considered is your product price. It should be competitive. Even if you have flawless Seller Ratings and have a product that is 20% more expensive as compared to your competitors, It’s likely to make your customers not click on your ad.
Product Rating In Summary
Now you know that there are many benefits of Google Product Ratings but getting them is just half the battle. With all these, you should make sure you optimize your pricing as per competition, bidding and descriptions help you to stay ahead of the pack on product listing pages and get customers to choose to buy from you.
Want to know more about Google Product Ratings? Head over to our website to jump on live chat with one of our advisors and we’ll be more than happy to answer any of your questions.
How can you find this feature in Google Merchant Center?
When you enter your Google Merchant Center account then click on the Growth option then click on Manage Program and then you will be able to see Market Insights.
Who’s eligible for Marketing Insight:
This feature is not available for all countries. Only selected countries can pursue with the advantage of the same. Please check the suitable Merchant CenterTerms of Service based on the country to use this feature.
Google provides benchmarks to better recognize and evaluate your position.
Use market insights to help inform your business decisions, such as your products and pricing strategy
Identify and sell products that already display a competitive advantage.
The price competitiveness report explains how other competitors have the same price products that you sell. You will see an average price for each product, which can help you understand the price at which other advertisers are successfully attracting clicks.
Best Sellers Report:
Available to retailers who use Shopping ads or Shopping Actions, the best sellers report shows you the most popular brands and products used in Shopping ads. In addition to the same, it shows you whether you currently use them in your feed or not.
This popularity data is grouped by Google product category and country to help you decide which new products and brands to stock. It also helps you to recognize the products and brands that would be of an advantage from an enhanced budget or bids.
Hope this article helped you to understand Google Merchant Center Market Insights’ new feature.
It’s really helpful to optimize your feed and gather information about the products which you are selling. By helping with this new feature you can carry your products better than competitors that help to increase sales and profit.
If you ever think of searching an example for quality over quantity, no example other than SEO can beat it!
SEO is not just about driving traffic, making it attractive, etc. The foundation of SEO is its content.
It further leads to the core point, the content shouldn’t be just some information, it should be having quality content and should reach the targeted audience.
Nowadays, numbers of eCommerce businesses pay for promotions, advertisements, email marketing, social media, and various other platforms.
Undoubtedly, these are topmost productive platforms to enhance the business but would these platforms carry the same value if they don’t deliver powerful content in context to its targeted audience?
In the end, it’s all about the level of relevancy that your content carries with respect to the targeted audience.
Whilst, what would be the best content type to formulate into a perfect SEO content? Well, there are many but it is important to know which are the leading ones; as listed you can find them below:
There is a reason why this factor is leading amongst all. Well, the fact is that there is not just one reason but there are numbers of them.
Social Platforms such as Youtube are considered by the majority of the audience especially when it is about gaining knowledge and entertainment.
According to a survey, videos on Facebook are watched around 100 million hours per day.
Explaining your product by showing it in the video attracts the viewer from a realistic point of view. Listening to the audio which is about the product gives them more clarity about it, this sort of demonstration is the golden key to make your product/service attractive to thousands and millions of people at the same time.
It works like magic in terms of the sale of a product. Like it is done in most of the videos that product is seen, used or tested with its description during the video it works like wonders! It makes the potential or interested viewer make a personal connection with the product when they can see it being used.
Try to make your video more about these three categories; Product videos, how-to or DIY videos, and emotional videos.
Content-based on such categories will most likely attract viewers more than you’ve been expecting.
2. Create Custom Images
Image is the reflection of the product or service you are offering to the audience. Images play a very significant role as a graphic description of the product.
Ecommerce business is all about selling products. The introduction of the products by the means of Images tends to have a very strong influence. If you’re planning to promote your products, launching a campaign, or plan to gain attention on social media, putting up the images about the product or service will bring forth more clarity to the audience.
Make sure you are putting up the images which depict your brand. Be very selective about the images that you select for your product, as the same shall be used via email-marketing, landing pages, and social media posts.
3. Blog Posts
Written content plays a very significant role in the E-commerce market despite other digital factors. Written content has its own importance from an introduction to the description of the product.
Above all, this is one of the most cost-effective factors as a way to drive traffic to your website. A blog offers information for consumers at all stages of the buyer’s journey to purchase the product.
Proper blog content will help you to build your brand image, showcase what your brand deals in and posting content that can be further shared on social media.
4. Customer Review
Customer reviews hold one of the biggest advantages that is to influence other customers. Reviews have the power to gain customer’s interest and create an urge amongst the customers to interact with the company.
Statistics show that the majority of online shoppers consider reviews to judge the product from a realistic point of view.
This also gives the company an opportunity to interact with them, which builds emotional connection; this has remarked to create 23% of the revenue for the business as per research.
We have shared the top 4 content strategies with which you can boost up your eCommerce marketing strategy.
It is important to acknowledge the fact that the content needs to be relevant as per your customer’s interest. This is how it will help you to engage the audience. Comparatively, it will help you to have more ROI than traditional advertising.
The strategies mentioned are based on the experiences of our experts. We are quite hopeful that the same shall be progressive for you.
We would love to hear about which one of these worked out the best for you. Feel free to let us know!
Facebook marketing is not easy marketing, especially for e-commerce but it is worth the investment.
Facebook has over approximately 1.5 billion daily active users, so to productively reach an ideal customer you should have proper pre-planned strategies to pitch them.
If you run a Facebook campaign for eCommerce without any preparation, the campaigns will not generate more sales and you may face a heavy loss. To run a profitable campaign on Facebook it’s necessary to keep updated with the latest eCommerce strategies.
Let’s discuss some rocking strategies which we are usually using in e-commerce ads.
1. Take advantage of Dynamic Product Ads
Many e-commerce marketers prefer dynamic product ads to acquire high ROI.
If you have a large number of products on your eCommerce store you should definitely go for dynamic product ads. With these kinds of ads, you don’t have to make the ad for each product in the sales catalog.
The template of dynamic product ads will automatically fetch the product title/name, product price, product description, and other relevant information.
With dynamic product ads you can advertise single or multiple products on Facebook to users with there engaged behavior like who visited your store, do add to cart, checkout, or even purchase(for upselling).
2. Use Multi-Products Advertisement
As the name suggests, this kind of ad will help you to advertise multiple products in a single time.
These kinds of ads allow the user to select the product according to his wish.
Here the chances of a conversion rate increase because the user is viewing multiple products at a time and spending little more time as compared to static image ad.
Multi-product ads are more productive than standard image ads.
According to a study, after using multi-products, some companies acquire up to 300% increases in their CTR(Click Through Rate).
According to Adobe:
The CTR hikes from 50% to 300% after using multi-products ads.
The CPC(Cost Per Click) drops up to 35% just because the users are engaging more with multi-product ads.
Got CPA(Cost per Acquisition) under a defined amount even less than that.
3. Do run retargeting campaigns
You have mostly seen that many people visit the mall and end up doing window-shopping.
The question arises – why they left without shopping? Maybe they didn’t like the quality of the product or were looking for some best offers.
The same scenario also arises in the eCommerce store. Users visit your eCommerce website, ATC(Add to Cart) and leave the website with completing the shopping.
Why did we lose those users who did ATC? Think about the possibility if we convert all of them into customers Or even if we do 50% -75% of them.
Here, you should run a retargeting campaign to knock their door again. These kinds of customers need a little push with an exciting offer.
Now retargeting can be done in funnels:
(i) MoFu(Middle of the Funnel):
As you already have a good social engagement by running the ad long you can retarget the following audience:
FB engagers past 30 Days
Instagram Engaers past 30 Days
Keep educating these two audiences with video testimonials, why they really need this and with a discount.
(ii)BoFu(Bottom of the Funnel):
In this funnel, again you have to make the custom audience the same as we did in MoFu.
But the difference is that, here, you have to make a custom audience who did ATC and IC in the past 7 days.
These users are very important as they have recently done activity. These users need a little push with discount offers to convert into customers.
4.Run Post-Engagement Campaign
What should I personally use in my client’s campaign that I maximum times run a post-engagement campaign to support the conversion campaigns. This increases the social engagement of the conversion ads and wins the trust of the users that there is something special in this ad because it has many likes, comments and share. The heavy social engagement mostly compelled the user to click on the ad at least once.
Let understand this above strategy with an example:
Suppose you are running a conversion ad for the T-Shirt. Now you set up a post-engagement campaign as per you per targeting and create the ad of the existed ad of the T-Shirt of a conversion campaign. This is done by copy the post id of the original ad.
In the post-engagement campaign, the Facebook algorithm focuses to increase the engagement in the form of likes, comments and shares. This social engagement automatically refects in the original T-Shirt ad of a conversion campaign.
5. Use Lookalike Audience(LLA)
You can create a new audience by the past behavior of the users. Facebook research the most relevant users who will more likely to engage with your ad. To make the Lookalike audience first you have to create the custom audience, then you will able to make the LLA. Try to use 0-1% of LLA more because it is more related to the custom audience. You can also make the lookalike of your Facebook page fans.
I always use lookalike audiences in my client’s campaigns which mostly return high conversion rates.
There are also more strategies for the Facebook ads because every niche has a different scenario but these are basic strategies that most digital marketers apply in their ad campaigns. The more Facebook ads you will do, the more you learn to make the strategies. By concluding it all about the experience.
Most of the marketers know about Showcasing shopping ads but didn’t try it till now. In the Year 2017 Google ads introduce the shopping ad format with showcase shopping ads.
With the help of showcase shopping ads, merchants can gain visibility from upper funnel users who are in their research phase. It also helps the users to go through products without visiting the website.
Showcase shopping ads are helpful for advertisers because they appear at the top of paid search ads and with this advertisers can showcase the product catalog that will help them to increase click-through. This, in turn, will also help in an increase in sales.
Know you wanted to learn more about Showcase Ads.
Firstly, Know What is Showcase Shopping ads?
In Showcase shopping ads you can combine a selection of related products (catalog) and present them together with vivid, high-quality images or video. Showcase ads mainly trigger on broad search terms like “Furniture” and “Lamps”.
On relevant search terms, Showcase ad appears on clicking on it will expand the store product catalog related to the product group.
One biggest advantage of Showcase ads is that first clicks are free, so advertisers are only charged when the user clicks again to open up the expanded catalog.
Where do Showcase shopping adsappear and how do they work?
Showcase shopping ads appear in Google Feed, Google Images and when someone searches for a broad product term, like “Furniture” or “standing desks.”. With Showcase Shopping ads you can advertise the whole category of your inventory.
To work with Showcase ads you need to have a linked and fully functional Merchant Center account.
In Showcase ads, you can also Showcase video. It was introduced by Google in 2018 and it’s their first retail search ad unit that features video designed to help advertisers provide a more contextual experience, immersive for shoppers.
With Showcase video ads you can upload video along with multiple images to a single ad and promote your products through beautiful imagery, descriptions and relevant promotions.
Showcase shopping ads Prerequisites:
Before you running Showcase Shopping ad you’ll need to first complete the following prerequisites:
Setting up a merchant account and linking it with Google Ads account. Also, you have to send Google up-to-date product feed data every 30 days.
Set up a Shopping campaign and Optimize it. Using the retail-centric reporting metric, you’ll be then able to track the performance of your products.
Upload your 1:1 logo in Merchant Center so it appears in your ad and helps you in branding.
Ads specs = Showcase Shopping Ads
Header Image should be 1200 X 628 px in JPG or PNG format for the best quality across all devices.
Headline Text with 24 characters limit.
Description with 120 characters limit.
Final URL: where you want your user to arrive after they click on ads.
Display URL: 25 characters are shown on mobile, 35 on desktop.
Let’s know How you can set up your Showcase Shopping ads
Follow these steps to set up Showcase Shopping ads:
Set up your Shopping Campaign
Select a Campaign
Create a new Ad Group.
Click on Showcase Shopping’
Select your new Ad Group name
Enter your Maximum Cost-Per-Engagement (Max CPE)
Now you have to select the products which you want to promote with a Showcase ad. You have to subdivide your product groups smaller and make it more specific by excluding product groups that contain products you don’t want to promote.
Some Major Benefits Showcase Shopping ads
In addition to showing multiple products in ads, it provides advertisers with the following benefits:
It helps users to decide where to buy.
Most Google Shopping searches use broader search terms. These broad terms are in their deciding phase and considering what product they have to buy or from where to buy.
Showcase Shopping Ads allow advertisers to reach these potential customers and get them thinking about your brand while they’re still in the initial stages of making a decision.
Control over which products you want appears in your ad.
Track engagements and conversions in real-time. You can use comprehensive reporting tools to track the performance of your ads.
Let’s Know How much it will cost to run a Showcase Shopping ads
Showcase Shopping ads work on maximum CPE (cost-per-engagement) bidding, and we have to set the highest amount of CPE that we are willing to pay for engagement.
In this scenario, you’re not get charged on the first click, rather we will be charged when someone does the following:
When the user expanded the ad with the spend time of 10 seconds within the ad or
Clicks the product link in the expanded ad before opening it.
How to Optimize Showcase Shopping ads
By just uploading the multiple product images and selecting the appropriate URLs it does not help you to give you the best result. To encourage desired user action you need to consider the following tactics.
Add High-Quality Header Image:
For Header image, you should showcase high-quality imagery related to lifestyle that shows off your branding and that will engage with your target audience.
Segregate your ads:
You should start by creating the multiple ad groups in the category or product type levels to get it segregated and set your bids accordingly.
It’s best to start with a broad level or base category level ad groups. It will help you to identify which search terms are getting more engagements by targeting entire categories (e.g., “Dining chair” is a broad term).
Now you have to set up the additional ad groups that will target sub-categories of your above winning one such as “European Modern Dining Chair ” and see if you receive any engagements. You can now increase the bids for the sub-category ad groups that show higher buying intent.
Three ads in each Ad Group:
We recommended having at least three ads in each ad group. Every ad should have unique headers, descriptions, headlines and category URLs.
Let’s Maximize Visibility with Showcase Shopping ad
Showcase Shopping ads help you to display more products as compared to Google Shopping with more visibility. It will help you to find out the high-intent audiences by having the right ad specs and optimized ads.
Have you ever done online shopping? I know that’s a silly question, everyone does. But have you ever wondered how we get those products to Google search results as we search for them?
You have started thinking of online marketplace Amazon, eBay, and Etsy but the answer is Google Shopping. Although Google shopping is not an online marketplace, definitely it provides shoppers the same opportunity to browse a variety of products based on their search query.
As retailers, Google shopping has numerous benefits for you because in the end the shoppers are sent back to your online store. If you haven’t run a campaign for your store you are missing a huge chance for your business.
You can showcase your products on Google search results by creating a merchant center account and then adding your product inventory in the merchant center.
How to Add Products:
1. Add your products
To set up your product feed, go to your Google Merchant Center account. Click Products > Feeds, and then click the blue “+” icon.
First, enter your country and language. This data determines which demographic(s) will see your products, so it’s important.
Next, name your product feed and choose how you’ll input your product information.
If you choose Google Sheets, you can either upload your own spreadsheet or use a template provided by Google Merchant Center. This step also allows you to create an upload schedule depending on how often you update your inventory.
This spreadsheet is used to assemble the product attributes that Google will use to index and display your products.
Now it’s time to run your campaign on Google Shopping
Log into your Google AdWords account. Open the Campaigns tab on the left-hand side menu, click the blue “+” icon, and choose New campaign.
First, choose a campaign goal. A Shopping campaign can have a goal of Sales, Leads, or Website traffic. (You can see the Shopping designation if you hover over the goal.)
After placing Bids and other campaign settings it’s now time to build your ad groups. There are two kinds of product groups available in Google shopping campaign – Product shopping ads and showcase shopping ads
If you choose a Product Shopping ad group, enter your ad group name and set a maximum CPC bid.
Once you click Save, your campaign is submitted. Congratulations on completing your first Google Shopping campaign.
If set up correctly Google Shopping campaigns provide fruitful results for your business. If you have set up your first ever PLA campaign, the next step is to optimize the shopping campaign and feed. In our previous article on how to optimize Google shopping feed we have suggested 7 tips to improve your campaign.
Settingup a new marketing approach to your previous marketing strategy can be overwhelming but the best thing is that you can set up a great native ad campaign regardless of the size of your store.
1. Be Clear with your goal
Your goal should be clear before creating any campaign. If your business or you are not an established brand the motive of the campaign should be brand awareness.
Let’s say we are opening a store called girlsgown.com which sells gowns or similar stuff for girls of the age 1-14 Yrs.
For this, we could create an ad like “Get your Baby Girl’s Wardrobe Ready with These Beautiful Gowns” or something similar like that.
2. Promote Content that supports your goal
After defining your goal pick up content that can help you to persuade your aim to get the click to that ‘Shop Now’ button.
You can use blog posts or specific landing pages to drive traffic to your store, but all types of content are not suitable for all native campaigns.
We suggest experimenting with different pieces of content to see what fits best for your needs.
3. Get it on right platform
There are hundreds of native advertising platforms like Taboola, MGID, Outbrain and revcontent. Each has their own rules and publishers. Outbrain and Taboola are the two most prominent players in the market for a long time and both have some premium publishers like BusinessInsider, NDTV, Fox News and Huffington post.
4. Smoothly Allocate your fund
If you have never run a native advertising campaign starting with a generous budget, allocating a higher CPC to your native ad campaign will allow it to cast a wider net in the initial stages and therefore identify well-performing audience segments that’d help you enjoy a higher ROI down the road.
To maximize ROI on every single ad you run on native network, concentrate on creatives that make people stick around. If you want to grow your ecommerce store with native feel free to contact us.
Suffering from finding negative keywords from the campaign? So, here in this guide, you will Completely know about “how to find 100% right negative keywords?.
As we know, search ads campaign and shopping ads campaign 90% success depend upon how many keywords we will put in negative keywords?
Have you asked yourself why we find negative keywords? If not, that is very important to know about this question before doing finding negative keywords.
What are the negative keywords? Why do we find negative keywords?
Search terms that are not relevant to our ads, landing page and service that we are offering. These search terms we can call negative keywords.
It is important to find negative keywords because by finding negative keywords, we closed the door for the irrelevant search term. So, due to this more and more relevant search terms will come that increases a chance for conversion.
So, hope you understand why we find negative keywords?
Best Ways To Finding Negative Keywords
Now, the next question has arisen “ How can we find the right negative keywords?
Here, we sharing our 3 best steps to find negative keywords that help us in boosting the performance of the client’s project.
Step – 1 First Step ( Understand your product properly)
Firstly understand your product properly; as it is important to understand your productivity to find the right negative keywords.
The main question is “ what things you should consider while understanding the product, find as below:
Who can buy that product?
Below you can see the product image, detail, specification etc.
The point that has to note:-
a.) Product used to move heavy furniture
b.) furniture lifter and roller
c.) Pad slider
d.) Made of plastic and have PVC handle
e.) Price $49.9
f.) Discount 50% off
Step-2 (Understand keyword search terms)
After proper understanding of the product then you have to understand search terms.
Put the search term into a negative keyword list that is not relevant to the above-noted points of the product.
Above image is showing negative keywords:-
safe mover dolly
Lifting heavy aquarium
Find this type of negative keywords from the search term and then put them into a negative keyword list.
Step – 3 (competitive analysis)
There are many search terms that are relevant but unable to convert into leads.
So, this type of search term is also important to put in a negative keyword list.
For example:- One search term we found “ heavy furniture lifter “ that takes $36 cost with zero conversion. Then we searched that term on Google and found that the same product is dealing with low prices here and also some companies offer free shipping here. So, on this search term, we will not get any conversion until we set the lowest price and give any other offer. So, put this search term into a negative keyword.
By conducting these three steps you will find 100% negative keywords. That will automatically boost your campaign performance by coming from the relevant customer.
Hope, you will know about “ how to find negative keywords ? “ inefficient manner.
Haven’t you heard about the saying “Every Penny counts”! Well, it really does when it comes to PPC.
Wait. What was PPC actually about?
“PPC marketing is one of the most widely used forms of online advertising. In this form of marketing, advertisers have to pay some amount of money when a user clicks on their ads.”
In addition to the same, advertisers place a bid on the perceived value of a click in relation to the keywords, platforms, and audience type in which it originates.
PPC can be used for the different types of campaign goals;
Increase in Sales
Increase Brand Awareness
Role of keywords in PPC
Keywords are the Golden Key of PPC to unlock the door between the advertisers and users!
Keywords play a big role in PPC marketing by connecting advertisers to users’ search queries. By doing an effective grouping of keywords, you can improve your PPC strategy.
There are different types of keywords in PPC like exact match type, broad match type, broad match modifier, and phrase match type.
Effective PPC Tools
Hail! Spy Fu! It is the emotion that every person who is set on the PPC battlefield has in them!
Here is the reason why:
SpyFu is a powerful tool that shows you every keyword someone has ever bought on Google. This tool helps you to find out the most profitable keywords.
This is a really impressive software with a huge database through which you can easily track your competitors running ads and the used keywords.
Once you will get all of your competitor’s information, you can use it for your personal advantage. By spying on the competitor’s data, you can save your efforts and time.
It is a premium tool & its basic plan starts from $33
Optmyzr is the best tool for agencies that are managing multiple accounts.
It is the best optimization & reporting software for AdWords & Bing accounts. It provides an in-depth analysis report like landing page, hours of the week, and spending projections.
The management part of this tool is best because it saves time with its 1-click optimization tool. This tool is great for troubleshooting and solving the performance decrease issues.
It is a premium tool and its basic plan starts from $249/month.
This is a multipurpose tool. In SEO, it is used to check the backlink profile of a website. This tool also includes a feature (Keyword Explorer) that makes it perfect for keyword research.
Along with this, you will get plenty of other options like keyword volume, price, and difficulty. It also shows you how much traffic on a particular keyword comes from organic search vs paid search.
It is really easy to utilize due to its excellent user interface. It is a premium tool and its basic plan includes $99/month.
This tool is one of the best tools of marketing. You can use it as a keyword research tool and PPC ad monitoring tool.
Like Ahrefs, SEMRush also saves much of your time in analyzing your competitors, their PPC ads, and profitable keywords.
It is an excellent alternative of Ahrefs & is a premium tool with a basic plan that starts at $99/month.
5.Google Adword Keyword Planner
The Keyword Planner is a major part of the Google Adwords advertising platform. It allows advertisers to research and analyze the lists of keywords with their search volumes.
It is a 100% completely free tool. You need not to spend a single penny on the keyword planner. For using this tool, you just need a Google account.
Google trends is a powerful market research tool that can help you to find profitable keywords for your PPC campaign.
When you type a keyword in Google trends, Google will instantly show you a popularity meter from 1 to 100 which indicates how much a keyword is popular at that particular time. It will also show you the historical popularity of the keyword.
Google trends will also show you the list of related keywords. It is a 100% free tool.
This one is your social media bestie! It is an amazing advertising tool that supports Instagram, FB and Google ads campaigns.
It was introduced to speed up the editing process of the campaigns. By using this tool, campaign creation, campaign optimization, and ad analyzing become very easy.
This tool proves to be really efficient in saving time & improving campaign performance.
It is a premium tool & its basic paid plan starts from $58.
8. Google Analytics
Google Analytics is an amazing tool that provides you complete insights regarding the website’s performance.
It provides regular data updates like total no. of visitors on the website. The data can be organic, social, direct or referral.
Through this tool, you can check out how many active users are there in your website and also find out the sources of traffic. It enables you to access your website’s data free of cost.
It is a 100% completely free web analytics service offered by Google.
9. PPC Protect
This tool doesn’t help you in PPC management or keyword research, but it helps you to get the most out of your budget.
As you know, you have to pay some amount when someone clicks on your ad whether that person will convert or not.
But there is a question that arises how do you know people clicking on your ads are humans or robots?
It is important to find out the answer to this question in order to optimize your PPC budget. By using this tool, you can stop robots from clicking on your ads. It monitors every click on your ad and blocks the suspected robots.
It is a premium tool & its paid plan starts from $50/per month.
Shopping in real life to online stores one must always be very particular about their choice. Choosing the right platform is not as easy as it seems to be!
Google Shopping ads are the best source for an e-commerce store to drive a substantial amount of traffic that converts well into customers.
In the Shopping campaign, Google does automate most of the work to target potential customers but you need to use your intelligence to give the right direction to your Google shopping ads to get maximum number of sales.h
In this guide, we will cover major things from setup to optimize , which shall further help you to set-up an elite shopping campaign.
Let’s get started!
What Are Google Shopping Ads?
Google Shopping Ads are also called product listing ads (PLAs) that appear on Google’s Search and Shopping results.
These product-based ads consists of information as stated below:
Google shopping ads display at the top of Google’s search engine results page, even before organic listings for relevant keywords.
These include visuals of the product.
Also include additional information that boosts engagement, such as prices, reviews, and special promotions.
Why Should You Use Google Shopping Ads?
Marjory of e-commerce business owners tend to get curious to run Google Shopping campaigns because they can display products where potential customers are. Let’s briefly understand this.
Below are few reasons to the run Google Shopping Ads:
Top rank for shopping ads:
Google displays shopping ads in the top results list where there is a high chance to get a maximum number of clicks and grab more attention of the users with eye-catchy images including additional offers.
Checkout below screenshot of a typical Google search results page for your better understanding :
As you can see, there is no room left for organic results and Search Ads are also getting pushed further, down the page.
Shopping Ads get the top place in the search results as their visual format attracts most of the clicks.
Show and tell
If you are looking to buy shoes and search on Google, Search ads will provide you information but shopping ads will display the actual product in front of you; including valuable information that gets a pretty high chance of more clicks.
Shopping ads display different product types, models, colors, prices, as well as the stores they can purchase them from.
How Does Google Shopping Work?
Google shopping ads work differently than regular search ads. Google algorithms fetch all product data from the product feed available in the Google merchant center. Users see shopping ads with images of the products, with a price and additional information such as reviews, discounts offered.
Understand What is Google Merchant Center Exactly:
Google merchant center is a platform where your product data feeds are uploaded in different ways. A product data feed is a list of all the products that you sell online. This list contains a special format and tons of attributes. Below are some key attributes of your product data feed:
Product Title: Title is contained with the name of your products and title text shows with your ads serve.
Product Description: This text describes your products and shows when your ads clicked by users.
Product Category: This category defines your product type.
Product ID: Product ID is the unique identity of your products
Product Type: It is defined by the product owner
Product Image: Google defines image size basis on product category
Destination URL: Your destination URL should be working, so the user is able to see products after clicking on the ads.
Availability Status: (In stock or out of stock)
Price: Each product should have an original price
GTIN: The GTIN is a globally unique 14-digit number for each product.
In the shopping campaign, you need not write ads as you do in a search campaign because shopping ads automatically are generated using Google data feed.
How to Maintain Your Product Feed?
You’ll be unable to set up a Shopping Campaign in Google until you get your product data feed defined and have a process in place to update product info, availability, and price change. It is extremely important because if Google product feed doesn’t match your website, Google will not serve product ads in the shopping ads list.
You can create product feeds with various methods. Google spreadsheet is the best option for the low number of products and it’s easy to manage but if there are more than one thousand products then it might not be possible to manage.
A good data feed is a big factor in the success of your Shopping Campaigns.
Here are the super-important things to keep in mind:
Product title and description play a vital role in high CTR and high conversion rates, so, make sure your product titles and descriptions have rich keywords and are appealing to a potential buyer who is viewing your ads. Google shows your ad if your products are relevant to a search query.Pro Tip: In Google shopping campaigns, you have the option to add negative keywords to cut unwanted and irrelevant traffic, but always be careful in doing so, you don’t want to accidentally cut all of your traffic.
Make sure prices are 100% accurate, especially if dealing in international currencies – Google will not display your product ads if this information does not match.
If you are advertising to more than one country, you will need a product data feed for each country. Shopping Campaigns in Google ads are country-specific, so, you will have to set up a new campaign in each country according to Google ads policy.
Product images are most important because they can make or break your ads – make sure your images are high-quality. Display Images should be of only the product you are selling. Family-friendly images are best and least likely to get suspended.
Make sure all destination URLs are to live pages and not 404s/dead pages – Google will disapprove ads for dead links.
Use of Merchant Promotions:
Google merchant promotion helps to increase the CTR and ultimately conversion rate, revenue, and return on investment (ROI). Google Merchant Promotions allows showing your special discount offer to the audience, so, don’t miss this optimization while running shopping ads.
Use Product Rating, Seller Rating:
Product reviews help the consumer to make online purchasing decisions. In fact, 90% of customers say reviews influence their buying decisions and 80% of consumers trust online reviews as much as personal recommendations.
On Google shopping, there are two types of rating, product rating which applies to individual products and seller rating which apply to the vendor. Both types of ratings are important to win the trust of buyers. In Google merchant, you can enable it and start to show along with ads.
After understanding the value of Google merchant center, you are now prepared to start your profitable Shopping Campaign.
Set-up a Google Shopping Campaign
Once you get approval on your products in Google merchant center, the next step is to set-up the Google Shopping campaign in Google Ads.
In the Google ads dashboard, click on the plus button to create a shopping campaign and on the next screen select shopping campaign.
Standard Shopping vs Smart Shopping Campaigns
After selecting Shopping as your next step campaign type, you can choose a Standard or a Smart Shopping campaign.
Before you select a smart or standard shopping campaign, let’s get more clear about the difference between both smart and standard.
If you choose a smart shopping campaign it shows ads also on the display network, your ads can appear as banner ads on other network sites or even on YouTube. Smart campaigns are totally automatic and Google gives more exposure to your ads.
On the other hand, in Standard Shopping campaigns, you are eligible to set CPC for each product and you can make it up and down according to your product performance. But with Smart Shopping, all of that is automated.
Google Shopping Campaign Structure
Creating an accurate shopping campaign structure is the part of the biggest optimization that helps to manage products easily and scale in the right way.
This picture gives you more clear insight to set-up the correct structure of your shopping campaign.
You can also segregate your all products basis on thestructure as below:
– Custom Label
– Product Type
– Product Category
– Product Brand
– Product Item ID
In Shopping Campaign Google provides three types of bid strategy that you can use as per your strategy and desired results:
Enhanced Cost-Per-Click (eCPC): It manually bids for a strategy that you can set for each product, In eCPC Google has the authority to increase and decrease your manual to attain more conversion with low CPA.
Maximize Clicks: It automatically bids strategy to get as a maximum number of the clicks as possible on your ads by Google. In this bid strategy, Google focuses on the only number of clicks instead of conversions.
Target Return On Ad Spend (Target ROAS): By this bid strategy Google goal generates maximum conversion value so Google tries to sell your high ticket products.
Using Custom Audiences for Google Shopping Ads
By using a custom audience, you can re-target users who have visited your website but didn’t purchase. To retarget users you can set-up below type of campaign:
– RSLA campaign
– Re-target display campaign
– Dynamic Re-marketing campaign
You can create an audience of those users who have visited the website, visit some specific landing page, abandon cart and checkout page. Add to cart and check out abandoned audiences more valuable than the rest of the audience.
When you plan to set-up a retarget audience campaign, according to Google policy you need a minimum of 1,000 people in that audience.
In the picture below you can see which type of and how you can target users who already visited your website.
While adding the audience Google display two options one is “Targeting” and Second “Observation”. mode.
Targeting: In the target option, you can display ads that only target people that are part of the audience that you select.
Observation: In the observation option you can display ads users who add in your target list as well as other users. In the observation audience, you can increase and decrease the bid for the selected audience.
If your selected audience list has audience size below than 1,000 users then Google will get a notification. For instance, see the screenshot below:
What Is Possible With Google Shopping Ads
Google shopping ads is the best place for e-commerce to generate fruitful results. You can grow your e-commerce business by shopping ads.
We have run the tone of a successful shopping campaign and scale further to grow client business with good ROAS.
In this guide, our goal not only gives you an answer to questions about what, how and why but gives you real explanations on each step that you should take to set-up the elite shopping campaign.
The user gets a direct insight into the product from its image as well as price and can take direct action. Below stated are the reasons why you should start using shopping ads to increase your sales & return on investment (ROI) in 2020.
Lower Cost Per Click (CPC)
For most business niches the average CPC here is very low, surprisingly below than $1 which sounds quite beneficial for your pocket. You can get high sales with lower costs, generally, a $10 budget per day for a campaign can help you in getting sales.
You Are Always On The Top
Google shopping ads appear on top of the search results, so the user engages initially with the shopping ads showing more visual information as compared to the text ads. People do have a psychology that the thing which seems to be on the top is the best one, indeed it is! This can increase the chances of a sale.
People searching for the products always do some research regarding the quality, design or price of the product either online or offline; when they do so it means they have a high intent of buying the product. Therefore, when they see a product ad meeting their requirements or expectations they do buy the product.
In turn, this gives the advertiser a quality lead which has a possibility of coming back again to buy some other product.
Easy to Manage
In Google Search Ads we have to do keyword research and create Ad-copies but in Google shopping Ads we have to create data feed which is quite easy to manage.
As there are no keywords used in Google shopping ads instead, Google uses data feed to match the search query from the titles, descriptions & product category. So a good data feed helps to get more impressions and CTR an get more chances to convert the product into a sale.
Showcase Your Product Range
With Showcase Shopping ads you can target broader searches by showing the user your product line in a showcase format, from which the user can see a wide range of the searched products in one place. Below you can see how Showcase ads appear on a broad search for “shoes for men”.
Showcasing the product range would help the customers to have an idea about the product range.
Higher Conversion Rates
Google Shopping ads have higher conversion rates as compared to the text ads because user here has a higher buying intent. high conversion rates give you relevant traffic & lower Cost Per Conversions, which will further help you in increasing your return on investment ROI.
Get Traffic Direct to Your Store
Google Local Inventory ads can help you get live traffic in your store. hen a user searches for some products with local intent like “near me” or the location, the ad is displayed via Google Hosted local storefront. It also displays the store’s location with distance & product details this can help connect the user & advertiser.
You can always segregate the products up to 5 custom labels to monitor the performance of products more closely. We can label the products by different parameters such as High & Low price, Old & New Stock, Discounted & Non-Discounted Items, Age group, Season, etc.
Get to Know The Average CPC & CTR of Your Business Niche
Google will provide you with the Benchmark CTR and CPC metrics on your competitors so that you can have a rough idea of how to set the bids. This is the most cost-effective way to utilize your bids.
Now Google ads give the option in shopping campaigns to automatically target the potential Audiences who are extensively searching for your Product. It is Google’s next generation of shopping campaigns namely “Smart Shopping Campaigns.”
Smart shopping campaigns will simplify your tasks in Campaign Management by maximizing your conversion value and help you to generate more sales. Smart shopping campaigns will help you to target all google networks using automation and machine learning. Smart shopping will automatically optimize towards maximum revenue for your budget.
Here are some of the smart shopping campaign set up requirements:
You should have at least 20 conversions from traditional shopping campaign. As in, 20 conversions will give enough data to start a Smart shopping campaign.
Setting up the dynamic re-marketing tag on your E-commerce site, the Smart Shopping Campaign will get help in targeting the audience.
Now we will help you to know how you can optimize smart shopping campaign optimizations.
Smart Shopping Campaigns Optimization Tactics
Setting up Smart Shopping Budget
If you are testing a smart shopping campaign for the first time then your budget should be set at 50% of your standard shopping campaign.
You should provide enough budget for a smart shopping campaign so that it can be utilized for its quick machine learning.
Make sure you don’t give more than enough budget to avoid any harm to your bottom line.
Bid Strategy for Smart Shopping Campaign
In the smart shopping campaign, we all should go with the “Maximize Conversion Value” bidding strategy and enter the target ROAS.setting up the target ROAS should be based on your actual product margins. If your margin is 25% then it should be set at 400% ROAS just to break even.
Choosing Products for Smart Shopping Campaign
Like traditional shopping campaigns, smart shopping campaigns also provide the option to select the product which you want to promote in a smart shopping campaign.
It would be better for you to start with all the products so that Google can collect more data to serve the purpose.
Remarketing list to optimize smart shopping campaign
The optimization capacity of a smart shopping campaign depends upon the strength of the remarketing list build.
A smart shopping campaign utilizes the data of the remarketing list to target the audience.
After you’ve added up the dynamic remarketing tag on your e-commerce website, it will start creating the list of remarketing audiences used by the smart shopping campaign.
That is why it is recommended to implement the dynamic remarketing tag at the initial stage.
In the Smart shopping campaign, the top priority is given to best selling product. It is a better option to create a separate campaign for them based upon the performance.
Some of the other examples of such campaigns are
Different ROAS goal for different product lines
As product price
Give time to Smart Shopping Campaign
We should give time to a smart shopping campaign in order to learn from it. Typically, it starts performing within a week but Google recommends it to wait for a minimum of two weeks.
However, you should keep an eye on external factors like seasonality, weekends, events, offers, holidays, etc.
Don’t panic with smart shopping campaign
In terms of CPC and clicks, the performance of the smart shopping campaign may fluctuate. In the first week of smart shopping campaign performance, you will not be getting a big number of clicks. Maybe it is because the campaign strives to optimize for conversion value than clicks.
Therefore, it may try to eliminate the non-converting clicks and bid higher on converting clicks with the saved money.
Take an action on smart shopping campaign
It is not certain that every smart shopping campaign will perform, some can fail to give results as well.
It is hard to tell when to stop or pause the campaign. In our opinion and with experience, it is better to kill the campaign when you have stability or less fluctuation in the data in the following context:
Average CPC has become constant in the last 3-5 days
Number of clicks from the campaign is getting stable
Smart Shopping campaigns are basically a better decision for getting started with product listing ads (PLAs). With the smart shopping campaign, we can only do limited optimization.
Smart Shopping campaigns have mostly outperformed traditional shopping campaigns and need less management.
Reach new heights by setting your e-commerce on the rocket of Smart Shopping Campaigns!
Landing page optimization is a technique that is used to increase the visitors by designing pages in a user-friendly way and making changes in the content according to the user search intent.
For example, your search for a keyword shows an ad and you find that ad interesting. It appeals to you so much that you are not able to resist yourself by clicking it, after clicking that ad you are directed to the landing page and experiences a good user interface along with a piece of relevant information that perfectly matches your search query.
This happens with every one of us, isn’t it?
Furthermore, it is likely for you to stay on the page for a longer period than expected. It means that you might take the desired action as everything is relevant. But, if the landing page is not relevant to your searched keyword and contains irrelevant info as well as bad user experience, you will likely bounce back in a short span of time.
In simple words, optimizing your PPC landing pages results in increased conversion rate, better quality scores and maximized ROI.
To optimize landing pages you take a look at the following:
1. Relevancy – The content provided on your landing page must be relevant to the keywords you choose along with the ad copies you create. Any visitor will feel less confident to purchase/take any action on the landing page if the ad copy and landing page content does not match.
For Example, your ad copy has a headline stating ‘Affordable Hotel Rooms In Manali’ but when you reach the landing page it shows the opposite, let’s say “Luxury 5 Star Rooms In Manali” there is no relevance here.
Count on us, as a user we will get a little disappointed!
You can convince a user to click on the ad, but if that content doesn’t match your service, you definitely lose a lead as well as cost on that click.
2. Design – The design of the landing page must be user-friendly, eye-catching, and professional that matches your brand requirements something that does not scare the users.
The things that you must consider are easy navigation, good images or animation, matching color schemes, contrast, keeping the images, and content organized.
Here is an example of a landing page that is poorly designed & will definitely scare the users.
3. CTA – A Call to Action button is a must on your landing pages. It is important for us to have one. Remember, your CTA should not be boring like: click here, call now, in fact, it should be unique enough to hit the psychology of the users.
It should be placed above the fold in your landing page to gain more visibility & attention.
The color contrast of the CTA button must also be visible, vibrant, and more dominant than the colors used on the landing page.
A better CTA button will help you a lot because it acts as the main action you want users to take when they come to your landing page.
4. Build Credibility – People always look for social proof in order to get an insight into the product or service. You should add the top reviews of your products and services, social media mentions, video testimonials, etc on your landing page to earn the trust of the customers.
You can also add social media buttons that direct the users to the social media pages of Facebook, Twitter, Instagram, etc and can help them know more about your product/service.
5. Speed – According to Google, 53% of users bounce back from the website after 3 seconds of loading time. So website speed also matters a lot, no one likes slow websites as people always tend to close slow loading websites & switching to other web pages available in the search results.
They say, ‘time is money’ fits perfect for this type of scenario.
6. Lead Forms – The lead generation forms available on the landing page must not be very complex, but they should be designed in such a way that the user does not experience like filling a complex government form which is full of confusion resulting in loss of the leads.
A good lead form should not have too many complex fields but limited fields which are also useful & easy to fill up by the customer. You should not use too many compulsory fields as it takes too much time and sometimes confusing for the user. There should not be too much text in the form.
We should have proper thank you page designed on which people land after filling the lead form, as designing thank you pages are helpful to track your leads and also can use it to upsell.
If your AdWords campaigns are not delivering desired results after using all ppc best practices, maybe the reason is your landing page. So you should look into your landing page & optimize it as per the above requirements, this will surely help you to increase conversions & decrease the cost per clicks (CPC ) & cost per acquisition (CPA) resulting in profits.
Alex is an e-commerce specialist and Facebook Ads Expert. His prowess in this industry has allowed Alex to grab the 2-comma club award. It is because of his proficient and precision skills in Facebook ads and e-commerce that Alex has got his clients business worth more than $100 million.
A facebook Guru, an ads expert Alex has become a successful brand in the 21st Century’s e-commerce expansion ecosystem.
Born in Ukraine, Alex went from SEO to Google Ads, to e-commerce until finally, he stumbled upon Facebook Ads. His interest in Fb Ads was born out of client requirements and this got him started only to become one of the most proactive individuals in this niche.
His understanding of Facebook and the implementation of strategies to get more business from the largest Social network in the world is just awesome.
In talks with Sandeep Kumar, let’s understand the nuances of Facebook Advertising and advanced strategies shared by the expert himself.
The Interview Begins:
Sandeep Kumar: What type of e-commerce projects are you working on? Do you have any niche brand or product under your ambit?
Alex Fedotoff: First of all I like products that have high potential and give provide more profit. These products must have a higher value, they are more competitive. The motive is to use those products that can be scaled up and are waiting to be ignited and ensure higher outcomes. Secondly, I look at the market share of the products and if they have the attributes to reach out to a higher market audience.
Also, our profit margins to work with a product is somewhere between 20 to 40%. Then we try to leverage the most out of that product’s properties and use quick funnels plus custom-built funnels and expand the outreach. It is like taking one product and squeezing it only to get the most out of it.
Sandeep Kumar: Ok, I guess your preferred regions are the markets of Europe and the USA?
Alex Fedotoff: Yeah, our aim is to look for markets in developed countries and benefit from the kind of exposure that they provide for Facebook Ads.
Sandeep Kumar: There is a unique trend that I have noticed. Every time a new store, business or a product is promoted through Facebook Ads, initially, the conversions are good. The business starts to show some growth. But after a few days, say 10 to 15 days later the curve starts to decline. It is almost like an inverted U-shaped curve. Why is that and what is the way out of this?
Alex Fedotoff: Well, starting out you need to understand that it is a competitive landscape. There are more than 6 million advertisers out there who are trying to pitch their product as the best one through the ads. Another reason for this drop can be due to the fact that you have simply outrun the course. This happens when you run Facebook ads heavily, something I call as Ad fatigue. You have exhausted your target market. Because if there are, for instance, 1 million people who can buy your product, it is not necessary that your ad will reach to all of them. It may happen that facebook has not optimized for all audiences. Or it can also be attributed to the reason that your ads are not strong enough to make a lasting impression.
To check the performance for my ads I have set the benchmark of more than 3% unique click rates. Because if that happens it means that my ad is resonating with the audience and I am getting some response. And if the click rate starts to drop down, then it can be because I was not creative enough while posting the ad. You need to know that being creative is the biggest part of success in facebook ads.
Moreover, the Facebook algorithm is very smart. It works in a unique manner. I will tell you how. I have some accounts which are working on the very basic attributes. Like we only have the country gender and age. There are no interests.
Sandeep Kumar: But the pixels for these accounts is mature enough to perform that well like they must have thousands of conversions.
Alex Fedotoff: Yes, the pixels for these accounts is mature enough indeed. But what I do is work in dual stages. First is to provide all the relevant data to your pixel. This is to groom your pixel with the data and as soon as the account starts to perform better, the targeting has to expand. I choose a broad area of audiences and let Facebook optimize it further. And this method works for products that are appealing to a large audience. This is one of the reasons why I work with beauty products because their target audience is almost universal.
And let me tell you something interesting. I have been called to the Facebook headquarters almost after every couple of months. I go there and see what all is happening with their platform. Down the line, Facebook is aiming to remove all kinds of targeting and selecting your interests. It will like answering a few basic questions including the type of industry, ideal customer and the target.
And when you realize it, creativity and message are the only two things that will need your entire focus. This is what everyone should do now too. Just focus on being creative.
Sandeep Kumar: Ok, so moving on, let’s talk about the expenses. What kind of budget do you like to set for a new store?
I have seen some people start the ads with $5 a day budget. But I think this is too less seeing to the CPM rates and the outreach of the big developed country markets. Moreover, what do you think should be the first target of the budget that we can set for a new store, shall it be ‘Add to cart’ or ‘View Content’ or just ‘Purchase’? Also, what is your recommendation for the audience size?
Alex Fedotoff: Ok, so what I do is create 5 different ad sets and then choose 5 different audiences. This will give me a head start and I will have the potential to look at more variables than what I will get with one ad set and one audience.
As for the budget is concerned, I would recommend $20 for a new store initially. But here too, a lot depends on your creativity, your website, and your funnel. If your website is good and can generate more conversions, expanding the budget should not be a concern. But the $20 that you will spend can give you an idea of the click rates and get some more data. The point is to confirm whether your message is resonating with the audience or not. But you need to find a matching audience first and then you can expand on that audience with ease.
Sandeep Kumar: What about the specific pixel that we need to target? Like should it be view content, add to cart, purchase and so on..
Alex Fedotoff: Mos of my ad sets take the audience straight to purchase. Add to cart is when the product has a higher value. View content is not something that I think will make any difference.
Sandeep Kumar: But what I have observed is that people who go for add to cart they just don’t continue their purchase any time soon. And like we can use this to optimize the ads and convert them into sales
Alex Fedotoff: I think that around 60 to 70% of the purchases from Facebook ads go to add to cart. This means that Facebook has a lot of data and they will show these ads to the people.
Sandeep Kumar: Further, I have seen that the US market CPM is way too high. It is like $20 at the very first step. And then I have seen the CPM to be as high as $50, $60 or even $70. What can one do to bring it down?
Alex Fedotoff: Ok, the method to lower down the CPM is increasing the engagement. And to do that you need to add an emotional factor to your ads. Trigger their emotional point and then you can see the rate coming down. But here too the key point is to know your customer. Like what you can do is add a story of a person who had some family issues due to overweight and these issues were resolved after using a weight loss product. Here if your ad which promotes a weight loss product will have a higher chance of conversion than the one which does not trigger an emotional response in the reader.
Sandeep Kumar: Ok, but then another question arises, what should be the ideal size of the ad copy. Because adding a story to it can make it a bit lengthy.
Alex Fedotoff: Well, this depends on the product entirely. Selling a $15 or $20 t-shirt will only require one or two sentences in the ad along with a couple of pictures. But when it comes to selling a gadget that will cost a bit more than you need to add that story angle and build up in stages. Like first, you need something to attract their attention, then tell a story which resonates with that person and then further add some elements to cement their interest.
You need to think about what the buyer must be thinking. Like if they are at work and just scrolling down their newsfeed and suddenly something attractive shows up. This gets them to click on it and converse further with your ad.
This means that you can make a long ad copy if the need arises.
But what I wouldn’t do is add the obsolete elements to make your ad copy more attractive. Like, offering discounts, coupons and other such boring stuff. You need to show the benefits of the product to the end-user, remember, a benefit-driven will resonate more with the audience.
Sandeep Kumar: I have also seen a lot of advertisers add emojis or excessive URLs to their ad copies. Do you think it works to their benefit?
Alex Fedotoff: I guess no because today’s customer has become sophisticated. They want value and not spam. So, if the customer has changed, the marketer also has to change and become sophisticated in order to resonate well with their target audiences.
Sandeep Kumar: let’s talk about dropshipping. Like I have noticed a few changes perpetrated by Facebook this year only when they have included the feedback feature in the drop shipping. Moreover, they have also started declining the stores. What do you think is the future of Drop Shipping in 2019 or 2020 and what should a marketer do to approach these changes?
Alex Fedotoff: The future of dropshipping is strong, as long as people find it profitable and they find the right product to market. The reason a lot of people do drop shipping from China because the margins are good enough to allow them to continue with it.
For a marketer, the recent changes mean that they have to upscale their service and facilities. They need to bring the products to the country, ship them faster and provide better customer service.
This is also important to sustain on Facebook or otherwise, they risk being banned from Facebook or even being a marketer. I have seen some people who I know are banned from Facebook to advertise. And this is not as a business or through some company, but they are banned as an individual.
Sandeep Kumar: And the reason for their banishment is the type of ads they run or something else?
Alex Fedotoff: Yes, it can be due to the type of ads they run. But there are other reasons like a lot of disabled accounts, or they are working from a country which people do not trust that much. I have seen some people facing problems because they were logging in to their accounts from different locations even though they are working in the US.
Understand it as a business and Facebook is also running their own business and want to eliminate risk. And why should they allow such activities? On a larger scale, these smaller risks add up to become one big factor and moreover, why would Facebook want a lawsuit.
This is the main reason they want to work with legit businesses. This means that your business is operating from one location, you work constantly from here, your credit cards are all operating from one location, there are no due bills.
In the end, Facebook is looking for more consistency, that’s all.
Sandeep Kumar: Right, they are running a business. But what is the solution to come out of this?
Like one of my clients was shocked to see that 20 to 25 of her Facebook businesses and ad accounts were disabled in under a minute. Is there a way to come out of it?
Alex Fedotoff: Well, the key is to just give in. All you can do is reach out to Facebook and admit that you were wrong and have not followed the rules in posting your ads. Tell them that you will be compliant in the future. That you want to run your ads with everything done according to the book.
You need to convince these guys that you want to work with them and will show full compliance with their norms and regulations.
Think of the small chance that you have. Like someone sitting in the Facebook, office is reading lines like why have you disabled my account or I have not done anything wrong, or even reactivate my account and such stuff.
No, you cannot do that. Just take the chance that you have, admit your mistakes and get your account back.
Sandeep Kumar: Exactly I have seen people give reasons like, I am new to this business, or that I have done it right, or I don’t know how to do it. These things do not work.
Alex Fedotoff: Exactly, like why should they do it. For them, your business is a risk and if someone sues a business that is run through Facebook, the same person can also use Facebook because they saw the ad to buy a product from this platform only. So, in turn, Facebook is a party to this deal.
Sandeep Kumar: Well, that’s amazing to know. Moving on, let’s talk about scaling the business. I am aware of your suggestions regarding the CBO and other such methods that may help scale the business. But CBO needs a whole new level of understanding. But how can you scale a business from the perspective of a store owner which is growing?
Alex Fedotoff: Talking about CBO understand that it may not work with all the accounts. And it would not be a smart choice to continue working with a method which does not give you results.
Instead what you can do is use the methods that are available to you on a daily basis. For instance, you can modify or add to the regular adsets, tweak your budgeting.
In order to scale, you can use broad interests or a combination of such interests embedded into one adset and set a higher budget for the same.
Another way is to use look-alikes. You will find a lot of such portals that have your target audience’s look-alikes.
All of these are good options to make your business scale up and grow. But at the end of the day, your creativity is something that can make a real difference in it all. Because if you have good ads that are appropriate and are made with creativity, scaling comes naturally. Along with this, you also need to know your customer. Good ads combined with customer knowledge makes for a scalable ad on the whole.
Let me tell why good ads are important. You see that I have trained many people and the only thing that I taught them was how to be creative and develop good ads that are decorated with stories, excerpts that resonate with the audience. And initially, they used to spend $100 per day on their ads. But now, they spend around $3000 to $4000 on these ads and are still earning a profit.
So, the key is to be creative, be empathic, know what your customer is looking for, and be consistent.
Sandeep Kumar: Well, that is interesting to learn. Another thing that I want to ask is what are the things that you would recommend should be there in every ad that we run. Like is there is a set of templates that you can tell us about?
Alex Fedotoff: I wish there was one. But no, every kind of industry has a different ecosystem. So, what I would like to do is first check with someone who has it all figured out in your industry. Someone who knows how to approach the customers, how to run successful ads, to get some ideas, methods, and emulate the model.
Sandeep Kumar: Just like the ads library provided by Facebook. That is an amazing platform.
Alex Pedotoff: Yes, exactly. You can check the library and see what kind of ads are made with reference to a specific industry. Like how do these ads converse with the audience and how do they engage with them. But make sure to add your own unique angle to it. But you also have to find that uniqueness.
For instance, you observe your competitor ads and notice that people are complaining about slow shipping speed or the size does not fit. To get around this, you can mention in your ads something like fast shipping and free returns. That is how you can solve a problem for the audience and pitch the same product with a unique angle.
Again, communicate to your customer what kind of problem does your product solve. Like how can you communicate better with a story that shows a mirror to the audience and convinces them to take action?
You know I have observed some people use testimonials and customer reviews to pitch their products.
Sandeep Kumar: Exactly, a marketer can use these testimonials in their MOFU or BOFU campaigns. Like this can become a tool for remarketing.
Alex Fedotoff: No, use them on the front end. It can happen that the first ad that you show to the people can be a customer testimonial. I have worked with such a strategy and run ads on the front with these testimonials. And these ads run very well.
Because with this you will answer all the objections that a customer may have even before they ask it.
Sandeep Kumar: That’s a cool hack! What about the spy tools? Are there any good spy tools that can let you hack through and get you the customer interests or can they help you understand what interests are your competitors working on?
Alex Pedotoff: I am using X PI. It is a good tool and has a lot of filters. For instance, the time frames, niches, ad platforms and much more.
And when it comes to knowing what interests my competitors are targeting, I do not care what they are doing. You see if they have a well-groomed and mature pixel account and they can afford to target broad audiences, then it has nothing to do with me.
A big part of being an advertiser is that you will have to spend some money without getting any returns. It is a part of your learning curve and it is unavoidable.
Sandeep Kumar: So, in the end, I would like to also ask you about the landing pages. Because I know that these pages have a big role to play when it comes to conversions. What do you think should be there on a landing page of a website that can help us increase the conversion rates.
Alex Fedotoff: The most important thing is the link between your ad and the landing page. Like you need to show the most important thing about your product on the top and visible to the user as soon as he/she lands on the page. Plus, the title of the product has to be benefit-driven. It needs to tell people that this product solves this particular problem. Also, the Add to Cart button should be on the top of the page too. Do not let the visitor search for the buy button. Make it big, make it bold and bright.
Along with this, make sure that the other pages are also visible enough to the viewer. Show the product from different angles, from different perspectives, add some other graphics to the page. Show videos of the product when it is in use. Include all kinds of details on these pages. Add information about the product, what it does, who does it benefit and all that. Add the shipping address on these pages.
Plus, what you can do it gather some feedback about your product and observe what people are looking for. Just implement the new information on your website and clear all the customer objections.
Have you ever wonder how some E-commerce stores seem to become successful overnight? This question has been mulling for years, many of the E-commerce stores do not know the secret behind it.
How do they do it?
The answer is “Google AdWords”. If you own an e-commerce store and it is not currently running Google Shopping ads on it, then you are not yet done with your e-commerce advertising campaign.
E-commerce and AdWords go together like groundnut butter and jam for a good reason: that works:
In a study, it was found that e-commerce retailers have the highest click-through rate out of all industries at 5.23%, with an average conversion rate of 3.58%.
We at ROI Minds have implemented a winning formula that works and magnifies the results.
We have helped one of our clients to utilize Google Shopping ads properly to get him 4x ROI for his store. We helped our client to set up and optimize his Google Shopping campaign to get an additional 64% conversions at 34% low cost than before.
Here’s how to swing your Google AdWords operations, even if it’s your initial time obtaining one. Creating a successful AdWords campaign that drives sales can seem baffling at first. But, all you need to get results from it, is a little planning and strategy. Here are our plannings and strategies made by ROI Minds to increase the ROI of your Google Shopping campaigns:
1. Make sure campaigns are segregated properly based on product value, margins, and promotions.
Before creating a campaign, you need to know what you’re trying to accomplish. This includes sketching your goals and preparing what you’ll need to carry out your campaign, like a landing page, an AdWords budget and more.
The first goal you need to set for your new campaign is what progress and success look like. It could be anything from assigning an order to accessing their email address to join your email list. If you have infinite goals, then you must write them all down. Every ad group should focus on only one goal. When you have many goals, you need multiple ad groups in your campaign.
2. Make campaigns and product groups as granular as possible to simplify the bidding and testing process for the budget and impression share.
The bidding procedure you choose depends on your initial campaign goal. If your aim is to make more trades and sales for your E-commerce store, “Maximize Conversions” is the way to perform. AdWords will show your ads to people more inclined to buy, based on factual data.
If your aim is to drive traffic to your site, you want to maximize for clicks alternatively. This will optimize your campaign for the tremendous number of clicks, rather than focus on whether users regenerate or not.
Set Your Budget
You wouldn’t originate any other marketing initiative without a budget in mind. Possessing a particular number in mind is crucial before you even log in to AdWords. Without 1, you’ll bankrupt your budget in no time. AdWords works on a regular budget basis. To discover the daily budget to use for your campaign, figure out your entire monthly ad spend budget, then divide that by 30.
Make sure this is a practical budget to achieve your goals. Having a $100 monthly budget with a goal of making 50 sales of a $10,000 product isn’t going to skip it.
3. Utilize promotion feed from the Google merchant account to get the additional competitive advantage.
The online shopping space is boisterous than ever and you would clearly be questioning how you can make your ads stand out so people visit your landing page instead of your competitor’s one.
Google Shopping gives a solution for you to show your promotions within your Product Listing Ads, so they will really stand out from contenders. Merchant Promotions are designated in shopping ads with footnotes which trigger a pop-up with supplementary details and a “Shop” button. They proved to significantly enhance CTR and ultimately Conversion Rate, Revenue, and ROI.
Google Merchant Promotions also allows you to determine your discount to a comprehensive audience at no added cost, securing the best ad placement you would ever think of the very top of the Google Search Result Page.
In fact, unlike regular search ads, Shopping Ads regularly appear at the top of the SERP (Search Engine Result Page) and are one of the most noticeable elements on the page.
4. Identify top performing products and set up them in the individual campaigns with a dedicated budget and high-priority settings to acquire at least 60% search Impression share
Many times instances have been seen where clients pause keywords because they aren’t creating click or impression volume. While pausing is unquestionably one method for acting on low-performing keywords, we typically recommend pausing only as a last option. There is everything to consider when it comes to diagnosing why a keyword isn’t generating volume, and one often overlooked, yet illuminating metric is
Impression share is the number of impressions you have received divided by the predicted number of impressions you were eligible to receive. Worth is based on your current ads’ targeting settings, endorsement statuses, bids, and Quality Scores. You can survey impression share data at the campaign, ad group and keyword levels.
5. Use Product Ratings, Seller ratings
Have you ever inquired how to get the stars on your Google Adwords ads? A desire to efficiently boost conversions and beat your contestants? Google has now made it a lot more manageable to get the stars. Before you had to do all kinds of assimilation into your Google Base or Google merchant account, but not anymore. Now what Google does is license out to 32 autonomous 3rd party review companies.
These companies are allowed by Google and the stars are normally the ones that you see in Adwords CPC TEXT ads or your Google Shopping ads (PLAs). Not solely will the star ratings show in your Google Adwords, but they will show in Bing Ads/Yahoo BTW, BingAds controls Yahoo PPC. These merchant rating stars will work for both service-based companies and eCommerce websites.
6. Make sure to use custom labels on every possible product for the segmentation
With Shopping campaigns, you can use design labels when you want to divide the products in your campaign using values of your selection. For example, you can use custom labels to indicate that products are periodical, on clearance, best sellers, etc. These values can then be elected to use for monitoring, reporting, and bidding in your Shopping campaign.
Campaign precedence is also beneficial when you’re advertising the same product, for the same country, in various Shopping campaigns. To use the campaign priority setting, you first need to generate a Shopping campaign. But always remember that campaign priority is only necessary if you have multiple Shopping campaigns that promote the same product. Campaign priority is not agreeable with showcase Shopping ads.
7. Make product groups based on the themes and profits
AdWords keyword grouping is a surveyed part of the AdWords workflow. Not everyone understands that creating parsimonious, better-organized ads groups in your AdWords account can have a big positive effect on your overall report performance. That’s because well-organized keyword accumulations improve your account’s significance, which raises your Essence Score and lowers your cost per click.
Dramatically grouping and classifying your keywords to improve your PPC strategies by enabling you to create:
More Quality–Score-friendly ad groups
More relevant text ads
More effective landing pages that drive more conversions
While you segment your keywords, PPC campaigns are more prosperous and cost-effective from end to end.
8. Use Google Merchant automatic rules to avoid unnecessary product disapproval
After your promotion feed and commodities feed are concocted, Google evaluates and validates your promotions before administering them. This process is typically finished within 12 hours but can take up to 24 hours. We at ROI Minds suggest you avoid unnecessary product disapprovals and submit your promotions as early as possible for a timely review.
The approval process requires 2 steps:
1. Custom review: The custom review strengthens the progression follows all editorial obligations and program strategies and will occur quickly after a promotion is tendered during workday business hours.
2. Validation review: When a promotion becomes engaged on your site, Google testers will confirm that the promotion works and that it follows all program policies.
9. Manual ECPC and gradually set to CPA bidding strategy by starting campaigns
Enhanced cost-per-click (ECPC) aids you to get more progress from manual bidding. ECPC runs by automatically adjusting your manual bids for clicks that resemble more or less likely to lead to a sale or exchange on your website. Unlike Target CPA, which automatically sets bids based on your destination cost-per-conversion, ECPC is restrained by your max CPC bids when optimizing for conversions.
For exploration and exposure campaigns, ECPC benefits in increasing conversions while attempting to keep your cost-per-conversion identical as you are receiving with manual bidding. For Shopping, ECPC helps in increasing conversions while striving to maintain your same overall spend.
If you want to use Enhanced CPC with Search or Shopping campaigns, you’ll need to set up conversion tracking also you don’t need conversion tracking to use ECPC with display campaigns, but conversions will help you see whether your ads are capable and effective or not.
10. Ensure to identify as much as possible from everything else product group.
Creating your account enables you to entirely serve the right ads to the right customers, and it also enables you to thoroughly track the effectiveness of your advertising efforts. When people are scrutinizing online and they type a word or phrase, they are probably looking for information that’s intimately tied to those words. For example, if Varun types digital watch and he sees an ad for film reels, he will probably not click the ad.
To show ads that are appropriate and applicable to the searches of people you are trying to reach, bundle and gather your related ads together with related keywords into an ad group. By using this way, all of your related ads would be displayed to customers searching for related things.
11. Keep updating your negative keywords list.
If there are some kind of search terms that give you undesired impressions or clicks across various campaigns, you can create a negative keyword list that includes those terms, then apply the list to appropriate campaigns. This way you won’t have to manually add the related negative keywords to a particular campaign, and you can more efficiently manage future changes to negative keywords across campaigns.
To build and update a negative keyword list, you would have to think of concepts and words that you don’t want triggering your ads. You can use the search terms outline to get ideas. You may also want to prepare these word by themes, such as the different products or services you offer. You can also add up more than 4000 negative keywords per list, and create more than 15 negative keyword lists in your account.
Once you create and update your negative keyword list, you can apply the list to various campaigns at once. Later, if you need to add a new negative keyword to those equivalent campaigns, you can just add it to the negative keyword list, and the change applies to all campaigns that share the list.
12. Run (RLSA) Remarketing lists for search ads campaigns for the most common search terms.
Remarketing lists for search ads (RLSA) is a Google AdWords characteristic that enables advertisers to tailor their search campaigns based on whether a user has earlier visited their website (or app), and the pages that user surveyed.
RLSAs Remarketing lists for search ads can be used in two ways:
1. Initiating bid modifications on your ad groups for users (remarketing lists) who are exploring on Google using the keywords you are bidding on.
2. Set up search ad groups to only be triggered and display ads if a user is on your Remarketing list, and is searching with the keywords you are bidding on.
RLSA shows ads only to users who have already visited a page on your website. With the following strategies, you can make it possible:
1. Make the most of a very small ad spend.
2. Bid on more universal terms, but only for the most qualified users.
By using RLSAs, you can elect to only have your search ads shown to users who have already visited your site. This means your small budget will last a lot longer than on conventional search ads because the users seeing your ads are probably a more qualified audience as they must already be aware of your brand and has previously visited your site.
13. Running Dynamic Remarketing campaign to get sales.
Remarketing empowers you to show ads to people who have already visited your website or used your mobile application. Dynamic remarketing drives this a step further, letting you show former visitors ads that carry products and services they viewed on your site. With messages tailored to your audience, dynamic remarketing helps you create leads and sales by conducting previous visitors back to your site to accomplish and complete what they started.
More reasons to use dynamic remarketing are:
Ads that scale with your products or services: Pair your feed of products or services with dynamic ads, scaling your ads to meet your entire catalog.
Simple, yet powerful feeds: Create a basic .cvb, .tdv, .xas, or .xhsxx feed. The Google Ads product suggestion engine will pull products and assistance from your feed, discovering the best mix of products for each ad based on popularity and what the visitor inspected on your site.
High-performance layouts: Google Ads prognosticates which dynamic ad layout is likely to function best for the person, placement, and platform where the ad will show.
Real-time bid optimization: With heightened CPC and translation optimizer, Google Ads determines the optimal bid for each impression.
14. Don’t forget to optimize your product Feed Title, Descriptions
Your product data molds the way your ads behave and work on Google Shopping. To make your Shopping campaigns as prosperous as possible, you need to provide and maintain high-quality product data.
*Map out your customer journey from Shopping ad to check out. Acknowledge opportunities that will build a better shopping occurrence, such as enhancements to your product data, landing page, and checkout process. Consumers are more likely to obtain if they can immediately find what they want to buy if they can use rich content to help them make an implicated decision and if they can execute the transaction in just a few steps.
*Prioritize your most relevant products when designating resources. Concentrate on products that have the most influence on your performance. Make sure you give complete product data and fix any significant issues for those products.
*Run experiments to distinguish optimization techniques that are most effective for your products and target audience. For example, try attaching a color to your garments product titles and measure the change in your key administration metrics. Test different tactics to discover what will drive results for your business.
*Take advantage of opportunities to distinguish your ads with Merchant Promotions, Product Ratings, Customer Reviews, and Local Inventory Ads. Highlight your unique offers and value declarations to set your Shopping ads apart from your contestants’.