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.
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.
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.
Is Dynamic Keyword Insertion (DKI) for search campaigns a waste of time? Or can it help your shoppers find what they want?
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.
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?
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.
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?
Keyword search is very good. It is used everywhere because it is very powerful, able to search through data and find items of interest.
When shoppers are in your e-store, they rightfully expect your navigation, search and discovery tools to know everything about your products and help them to find the perfect item to purchase, just as they expect that level of intelligence and competence from your sales associates in your brick and mortar stores or your customer support people in your call center.
There are many parts of the online shopping process and all have to work well in order for the shopper to have a great user experience. It only takes one bad spot in the long chain from the first contact with the shopper to supporting the customer after the purchase to lose the customer, but also the bad reviews and social sharing of that customer that result.
One area that the retailer often overlooks is the role of product catalog in the customer experience. Perhaps this is because the catalog is often thought of as an IT issue, whereas marketing/advertising and user experience are seen as being the responsibility of marketing. Savvy retailers, though, are realizing that every interaction with the customer AND the data and processes that support those interactions are critical.