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The Problematic Search for Women’s Blue Nike Shoes

Competing keywords — are they bad?

When you bid on a keyword, AdWords gives you tools to check to see if it is a duplicate to your other keywords. In analyzing our clients’ search term report data, however, we found a very different situation where keywords are definitely competing against one another and the result is often not very good.

What I am talking about here is distinct—not duplicate—keywords in your campaigns that are competing to be AdWords’ choice for the competitive auction. Fortunately, discovering the long-tail keywords that better match your shopper queries solves this problem.

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4 Key Updates to Your SEM Campaigns You Need to Do Now

Your SEM campaigns are not up-to-date.

Every week, your e-commerce store has hundreds of new products, as well as changes the website including new and deleted categories, styles, filters and facets.

Are you keeping up with those changes for your SEM search marketing campaigns? When a shopper clicks on your search ad, is the destination landing page on your site up to date? Would you know if it were not? Are the catalog changes enough to really matter?

Here are 4 key updates you need to do regularly.

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Why Selecting the Best Landing Page Destinations Is Critical for Paid Search

Your paid-search campaign is working pretty well, but you are always working for that extra performance gain. You read the experts’ blogs for ideas, refine your bidding, eliminate poorly converting keywords, change match types, work on creative, all working to improve quality score, decrease CPC, increase traffic, improve conversion rate and drive revenue and profitability.

But a key area that gets neglected is the landing page destination URL – where your shopper lands on your site. Why is optimizing your landing page destinations important? Does this really make a difference?

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The One Biggest Mistake in PPC Optimization

Be data driven, but don’t be fooled by statistics!

Over and over again, I read posts by SEM professionals telling their readers to optimize their campaigns by analyzing the data, including data from A/B testing. And I absolutely agree! Marketing instinct is good, but you need to look at the data and see what actually is happening.

The problem, though, is that it is too easy to make decisions based on too little data — that is, results that are not statistically significant.

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Want to Increase Conversion Rate AND Reduce PPC Campaign Cost?

Shopping today often starts with a search. Google, Bing, Yahoo. Just input what you want and the search engine gives you a great list—ads from vendors and an organic search result of pages that the search engine thinks is a match to your request.

For the retailer, this means that shoppers are online with their phones, tablets and laptops telling you what they are looking for! They want your products. All you have to do is create a great paid-search PPC advertising campaign to engage them and turn them into customers. Easy, right?

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Industry News

  • Voice Activated Internet – RBC: 60 million Alexa devices will be sold in 2020

    The boldest forecast we have seen so far. According to RBC, Alexa and Echo will generate $10B of revenues by 2020.

  • Were expanded text ads such a revolution?

    According to @AccuraCast the results measuring the impact of expanded text ads on CTR were mixed – having gone up for some and slightly down for others. The new format has led to a drop in average cost per click (CPC), a lowering of the average cost per acquisition (CPA), and an increase in total number of clicks.

  • Impact of Voice Search on SEM

    Good sponsored article in MarketingLand by Microsoft Bing. Two key points:
    1. Voice search is here now. Through intelligent assistants and directly through search engines.
    2. Spoken queries are different than typed search queries — longer and richer with more details of the user’s intent.

    Whereas a typed search might be “teal dress”, the voice search could expand to “where can I find a teal jersey knit cotton dress” — a much better description of the user intent and also allows a better understanding of where the user is on the customer journey.

  • 4 Key Findings from AdWords Audits

    Jacob Baadsgaard, CEO of Disruptive Advertising wrote this article in Entrepreneur using data from auditing over 2000 Google AdWord accounts.

    We all know that getting great performance from SEM search ad campaigns take work. The details are very important and knowing which details to focus on is key.

    And it takes real data. Baadsgaard has real data.

    I want to emphasize one of his 4 key findings — over half of the ads send traffic to their homepage. Clearly not being responsive to the user’s actual search query and, by adding several clicks to the user’s journey on your site, it does not provide a good user experience.

  • Google’s right-side Adpocalypse: What really happened

    When Google changed its SERP display last month to eliminate ads in the right rail, many search marketers panicked. Now that the change has been live for a while, Larry Kim looks at the data. Very little has changed. The sky hasn’t fallen.

  • Bing Ads testing Social Extensions

    Bing Ads testing Social Extensions: Link search ads to Facebook, Twitter, Instagram, Tumblr. The new ad extension is in beta in the US.

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