These days, the most profitable campaigns are typically remarketing campaigns

by Analytics 100 | Social Media

 30 total views,  3 views today I find that remarketing campaigns typically outperform almost every other campaign type, but the catch is that if you want to grow, you need to continually add to the remarketing list as not everyone on your list...

Paid Google ads are usually more compelling than organic search

by Analytics 100 | Social Media

 42 total views Yes, organic search is great because it is free. BUT, if you have any competitors at all you’ll find that Paid Google ads will typically get the greater click share and dominance in the Google SERP (Search Engine Results Page). Ads come...

For ecommerce stores, displaying simple product images and your brand logo can be a very effective Display Remarketing campaign

by Analytics 100 | Social Media

 54 total views,  3 views today A lot of brands feel they need to reinvent themselves and go for flashy “creative” ads. That may be true on social media platforms like Facebook and Instagram, but to be honest Google Ads is a much more pragmatic...

Be mindful when showing Display ads to a small or long-term list of people

by Analytics 100 | Social Media

 72 total views,  3 views today Google Ads has a campaign setting called Frequency management and the default is “Let Google Ads optimize how often your ads show (recommended)”. This setting is OK for a short-term campaign, but over the long-term...

The best customers are repeat customers

by Analytics 100 | Social Media

 60 total views,  3 views today Pretty much anything you can think of sending to a customer as an email, you can also send it as a Display Remarketing campaign. It’s a great way to turn a once-off customer into a long-term fan. You’ll see a lot...

Display Remarketing gives you the ability to show the same or similar products to users who have viewed products on your website

by Analytics 100 | Social Media

 114 total views,  3 views today If you’ve ever bought anything from Amazon you’d know they send you some pretty nifty post-sale emails encouraging you to buy other things they think you will like. With as much data as they have, they’re usually...

Display Remarketing to people who have shown interest previously can get a higher ROI than your Shopping or Search campaigns

by Analytics 100 | Social Media

 72 total views,  3 views today The trick here is not to remarket to “everyone” who has ever been to your website. Some of those people didn’t show any interest and left as soon as they reached your site. Those people are poor prospects to remarket...

Don’t worry about competing against cheap overseas brands

by Analytics 100 | Social Media

 93 total views,  3 views today I know I have mentioned this before, but honestly don’t worry about how your price looks compared to overseas vendors when you sell on a price visible platform like Google Shopping. Since almost everyone has been...

Always monitor the specific search terms that lead to results above your target ROAS

by Analytics 100 | Social Media

 78 total views,  3 views today Identifying the most profitable words to target can be a bit tricky. Specific words can show up as part of different phrases and then they become separated in your Search terms report. What we do is use an automated...

Some people prefer to buy locally, either by city, state or country

by Analytics 100 | Social Media

 150 total views,  3 views today This point is especially important if you compete with lower-priced imports from overseas, or if your product can be purchased at a lower price from an Amazon vendor overseas. Both of these competitors can easily...

If your customers purchase from you more than once, their value is much greater than their first purchase

by Analytics 100 | Social Media

 156 total views,  3 views today IKEA is the master of using lifetime value to their advantage. They know that if they can entice you to open your wallet to buy a $3 footstool or a $5 breakfast then you’ll be much more likely to also add...

Segmenting your Google Ads campaigns helps to identify the more profitable options

by Analytics 100 | Social Media

 639 total views,  6 views today Some of the ways we segment your campaigns include: Computer vs Mobile Location Inventory criteria Audience criteria such as demographics and/or interests Placement Profit margin Search term And here’s the...

Don’t waste your Google Ads spend on irrelevant keywords

by Analytics 100 | Social Media

 657 total views,  9 views today Google Ads has a concept called “Negative Keywords” which is where you can specify which keywords you don’t want to bid on. What I do is calculate the ROAS (Return On Ad Spend) on every search word...

Warnings and disapprovals on products in Google Merchant Centre can lead to a lower ROI

by Analytics 100 | Social Media

 630 total views,  9 views today Google Merchant Centre is the marketing repository of all your inventory data. If there is a field missing or incorrectly populated you will get a warning or a disapproved product show up in Google Merchant Centre....

Avoid searching for your own ads!

by Analytics 100 | Social Media

 654 total views,  6 views today If you want to see how your ads are performing, use Google Ads to pull up a report. Search Impression Share % tells you the percentage of users eligible to see your ad where the ad was shown by Google. Search Top IS...

Be sure to track phone calls from ads if you have a sales team who sell to incoming phone enquiries

by Analytics 100 | Social Media

 649 total views,  6 views today If you sell B2B as well as B2C you may find that your average order size from phone calls and email enquiries are larger than your average order size from direct transaction. In this case, it is a good idea to...

Be careful in setting your Google Ads bidding targets

by Analytics 100 | Social Media

 744 total views,  9 views today Essentially, Google Ads will follow the path of least resistance. So if you set a high target on one campaign and a low target on another campaign, all things being equal your budget will be spent more on the...

Are many of your Google Ads search terms people searching for you by name?

by Analytics 100 | Social Media

 753 total views,  9 views today To Implement a cap on brand name searches, you’ll want to create a negative keyword list containing your own brand name. Add a few terms with and without spaces so that you are confident you have captured them...

We’re so accustomed to shopping online

by Analytics 100 | Social Media

 903 total views,  12 views today We’re in the era of ecommerce. Mobile phones to the rescue! Ecommerce owners, I’m sure you know this already, but please make sure your website is mobile friendly! And cart saving emails really do make a big...

This is what your customers look like when they are transacting online

by Analytics 100 | Social Media

 663 total views,  9 views today A little bit tongue in cheek here… 🧻🧻🧻 But seriously, a lot of your online customers do look like this so make sure your site is designed so they can check out without needing to leave their...

Average order size is extremely important for ecommerce advertising

by Analytics 100 | Social Media

 723 total views,  9 views today When you sell items below your shipping discount threshold, keep in mind your conversion rate will decrease if your customers can’t find enough items they want to add to their cart. Creating pre-planned bundles...

Right now you have people who have never heard of you, people who know you but are not in market and people who are wanting to buy today

by Analytics 100 | Social Media

 666 total views,  6 views today If you target people who are about to buy you will put more money in your pockets now, but some of those people would have gone to you organically so you will “waste” some of your PPC budget. On the other hand,...

Be very careful with Smart Shopping campaigns

by Analytics 100 | Social Media

 783 total views,  6 views today Google Smart (fully automated) campaigns do work, but they come at a huge loss over time. While everyone else is optimizing inventory in line with the best performing search terms, you are not because you don’t know...

Google Ads is typically used as a sales capture channel rather than a demand generation channel

by Analytics 100 | Social Media

 699 total views,  6 views today Don’t make the mistake of thinking that Google Search and Shopping Ads should be your only marketing channel. Google Ads is perfect for capturing a sale from an audience who know what to search for. If they don’t...

When testing how inventory performs in Google Shopping you really need to give each item or product group a chance to get enough clicks

by Analytics 100 | Social Media

 984 total views,  12 views today I like to prune out inventory from Google Ads that doesn’t make a profit from advertising. But don’t be too hasty to prune without giving any particular product enough chances to make a sale. And here’s the...

Quick Tip for setting Google Ads campaign budgets

by Analytics 100 | Social Media

 1,140 total views,  3 views today I like to segment campaigns into lots of smaller campaigns so that I can see which strategy gets the highest performance. To prevent your budget running out by lunchtime it is better to focus on just highest...

As an ecommerce marketer there are two primary methods for choosing who to advertise to

by Analytics 100 | Social Media

 735 total views,  6 views today To do it, we set keywords and negative keywords for all campaigns, but then also narrow into the audience targeting most likely to give you good returns. Doing both at the same time works better than doing one or...

Are you set up for free Google Shopping listings yet?

by Analytics 100 | Social Media

 888 total views,  6 views today You need to agree to the terms and conditions for the free program otherwise Google will only give you paid listings. You’ll get a better ROI if you have both free and paid positions. And here’s the pinnable...

Narrowing your targeting by suburb or city can be super profitable if you do it well

by Analytics 100 | Social Media

 825 total views,  9 views today I have a script that splits ecommerce campaigns into “A” locations and “B” locations. This lets me adjust your advertising spend towards the locations that perform the best. This gets you a...

Don’t worry if your prices are higher as long as your products are unique

by Analytics 100 | Social Media

 795 total views,  6 views today Just a quick tip for those of us who sell products online. Sometimes we see cheap things for sale and think we can’t compete. It’s actually the opposite – having more expensive but unique products gives you...