To get the answer, we analyzed real campaign data Do long-tail keywords actually improve conversion rate? It makes perfect intuitive sense that, when a shopper is searching for a “jimmy choo women’s black leather jacket” and then actually lands on a page showing...read more
Just as merchandisers change the brick-and-mortar shop window regularly to reflect the latest trends and new items, so do online store webpages.read more
Online shopping has changed dramatically. 5 out of 6 shoppers start with a search, but over half searched first on Amazon. Why? Shopping experience.read more
AI technology is quite real today and is being used in many applications that are becoming ubiquitous. At Vioby, we’ve embedded AI technology in our LinkDirector product, the first in a new category of marketing automation products for e-commerce SEM campaign managers.read more
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.read more
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.read more
Is Dynamic Keyword Insertion (DKI) for search campaigns a waste of time? Or can it help your shoppers find what they want?read more
A great example that long-tail keywords — which capture more of what a shopper is saying they want — can also reduce the cost of your SEM advertising.read more
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?read more
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.read more