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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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Keyword Search Is Very Good. Semantic Search Can Be Better.

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.

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Improving User Experience by Improving the Product Catalog

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.

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Why is mobile shopping difficult? And what can we do about it? (Part 4)

In the last part, we presented examples of new concepts in mobile apps that are making it easier for users to get to the mobile store and directly to relevant content and making mobile payments easier and faster.

The part of the shopping process that Vioby is focused is between these – the experience after the shopper has entered the e-store and wants to find a product, discover new products, get information or just browse to see what is new and trendy. It is early in the evolution of mobile shopping and there are issues in all areas, but it is this navigation and discovery of products and information that is the weakest link in the overall shopping experience—this is the shopping gap.

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Why is mobile shopping difficult? And what can we do about it? (Part 3)

In part 2, we discussed thinking of building mobile shopping as the problem of porting a good desktop app to mobile by finding ways to mitigate the limitations of the mobile device ends up delivering a frustrating shopping experience. And this user frustration is exactly what users are finding. In this part, I look at some great new ideas that people are building.

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Why is mobile shopping difficult? And what can we do about it? (Part 1)

The articles and studies illustrating user frustration with mobile apps are everywhere. For anyone still questioning whether that is true for mobile shopping, I point to an Accenture report earlier this year that said, “Consumers remain bullish on the in-store shopping experience: almost all survey participants (94 percent) found in-store shopping easy. They are less bullish, however, about their experience with other shopping channels: 74 percent said online shopping is easy, but only one-quarter (26 percent) found the mobile phone shopping experience easy.” (From Accenture Seamless Retail Study, April 2013).

When only a 26% of consumers think that mobile shopping is easy, then we have a problem. A big problem.

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Industry News

  • New integration with SEM platforms delivers additional improvements in shopper experience Boston, MA 09/12/2017 Vioby, developer of the first marketing automation product that determines the most relevant landing page for every keyword, today announced an advanced version of its LinkDirector products. Newly added integration with search engine marketing (SEM) platforms adds a faster user experience […]

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

  • 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.

  • 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.

  • 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.

  • 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: Link search ads to Facebook, Twitter, Instagram, Tumblr. The new ad extension is in beta in the US.