Big Ways to Improve Your Google Shopping Campaigns

May 21st, 2018 Comments off

Have you ever noticed those little picture ads near the top of a Google search page? Those are Google Shopping ads. They’re unique in what they can do – and great for increasing online sales. So, let’s run down a few ways to make the absolute most of a Google Shopping campaign.

Optimizing Your Google Shopping Data Feed

To begin your Google Shopping campaign, you’ll need to upload a data feed in CSV or XML format. Your data feed document should have all the info that appears on your ads: Price, Taxes, Title, Description, Product URL and Image URL. Depending on what kind of product you have, there may be optional fields you can add. For example, you can add color and size for apparel items.

Which additional details need to be added? Make sure your feed is optimized with all the relevant details. Imagine if someone asked if you wanted to buy a “Sweater”? The first thing you’d ask is… what kind? Then if you liked the description of the sweater, you’d want to know if they have it in your size.

The important thing to remember here is that unless the product info is part of your data feed, it won’t make it to your ad. Give your prospects everything they need to buy.

The Right Titles and Descriptions for Your Shopping Ads

Now, let’s look at a few ways to juice up your ad. Make sure to include relevant keywords in the title and description, which will help your product get matched to a query. It’s not enough to just list the model number, which will only attract people looking for that exact model. You’ll be losing out on a lot of potential customers.

Let’s play a little good product title/bad product title to get it right:

  • Bad product title – “Black Shoes”
  • Good product title – “Black High Heel Pumps – Size 8 – Women’s Shoes”

See how much more targeted the second option is? A good title has specific keywords like “high heels” and “pumps” to perfectly match anyone looking for a pair of shoes like that.

Next, be sure your description also has keywords, plus the selling points that would make someone want to buy. The description is where you can put your best selling points. Think of it this way… the title is the “what,” and the description is the “why.” Once someone clicks through, give them your best sales pitch to convince them to buy.

Successful Bidding Strategies for Google Shopping Ads

Google Shopping works the same way as an auction. When a user types in a search like “floral throw pillows,” Google checks all of the prices bidders (retailers) are willing to pay. The highest bidders will win the opportunity to be shown to the consumer looking for “floral throw pillows.” That’s how the system works, now we’re going to give you some tips to make the system work for you.

Don’t Set the Same Bid Across Your Campaign

One of the biggest mistakes is to blanket the same bid across an entire campaign. Determine the bid by looking at the value and profit margin of each product.

Start with Best-Sellers

You’ll have enough variables to deal with when beginning a Google Shopping campaign. Start with your best products, where you have a strong competitive advantage. Some products with low profit margins may never make sense to include in your feed.

Use Custom Labels to Create Bid Groups

Custom labels can be applied to your data feed to create price groupings. Try putting higher converting products together, and giving them all higher bids. Put lower bids on the group of products that don’t convert as well.

Optimizing your campaign is a continual process, but following these tips will give you a big head start.

Categories: Small Business Marketing Tags:

How Google’s Search Console Tool Can Help Webmasters

May 4th, 2018 Comments off

Google Search Console is one of the best resources for webmasters out there — and it’s absolutely free. While many site owners and webmasters may currently use some of the tool’s features, they might not be taking full advantage of everything it offers. If you are in charge of your company’s website, you can maximize its marketing potential by becoming a Google Search Console expert.

What is the Google Search Console?

When your website is not working as it should, you risk losing potential clients and current customers. Identifying these issues quickly is key to ensuring your website ranks high in Google’s search rankings.

The Google Search Console helps identify certain technical issues that could impact your SEO rankings.  will send you notifications by email whenever there is a problem with your website. You can also monitor Google SEO rankings to make certain your site is at or near the top of the list of search returns. You can learn about spider crawl issues that can drag down your search rankings. This resource allows you to monitor, in real time, problems that can make your website a liability instead of a marketing asset.

3 Important Features to Use in Google Search Console

Google Search Console offers a number of features that allow you to identify potential issues and correct them quickly. The following are just a few of these tools:

1. Keyword Reports

You will have access to a report that tells you how many keyword searches on Google brought people  to your site. The report can be adjusted by month and the  information allows you to refine your SEO strategy to target specific keywords that will generate more profitable traffic to your website. You can adjust the reports to see important metrics such as impressions, click-through rate (CTR) and the average position of your site’s ranking for specific keywords.

You can also filter your data by device (i.e. mobile, tablet and desktop) and country to see if any traffic patterns exist.

2. Total Website Pages Indexed by Google

This data displays  the total number of indexed URLs (pages on your site) that Google has discovered and is showing in their search results.  These pages could be any page on your site, including pages that you do not want to show in Google.  If there are pages that are not indexed, a common problem with new content, the Google Search Console will provide options for site owners to add the URL to the Google search platform.  The system will also allow you to remove URLs or identify URLs that are being blocked by tools such as robots.txt or the XML sitemap.

3. Site Errors/Problems

Sometimes there are technical issues in the server that are preventing Google from properly indexing your website.  Google Search Console provides a “site error section” that alerts you to these technical issues and provides you with tips to correct the erros.. Google warns that a 100 percent error rate in any of the categories indicates your site is down or misconfigured. An error rate below 100 percent may indicate that the site is overloaded or not configured properly. In either case, the issues might be transient, but they will still require investigation. The Google Search Console helps you identify and address these issues quickly to minimize the impact on your client base.

The Google Search Console is an invaluable free tool that helps ensure your website’s success. Additionally, it makes your job much easier by continually providing the information you need to optimize your site’s search position

Categories: Small Business Marketing Tags:

The ABCs of SEO

February 17th, 2017 Comments off

Understanding SEO

 

Looking for more online exposure for your ecommerce business? Then you ought to be paying attention to search engine optimization (SEO). By helping search engines understand your site and what you’re selling, SEO in return does a better job of listing your site when certain terms come up in user searches.

Because an A-to-Z review of this topic would fill a book, here’s an abbreviated look at how SEO works, and how it can work for you.

  • A is for Algorithm. Search engines can’t think, but they can generate a list of the sites that they perceive to be the best hits for certain words.
  • C is for Content. Naturally, you’re going to make sure each page of your site takes full advantage of SEO. But what happens when visitors come to your page, and you no longer carry the item they’re looking for or are out of stock? Review every page of your site regularly to make sure shoppers don’t reach dead ends. If you don’t have the products they’re looking for, update listings with the expected date you’ll be able to fulfill orders, or offer alternative products to keep them engaged on your site.
  • K is for Keyword Research. When you understand the terminology your potential customers are plugging into search engines, the better you’re able to plug the same words onto your site. Think of keywords as shortcuts that sum up each page’s content.
  • L is for Longtail. Longtail keywords are SEO phrases that contain three or more words, and they account for 70 percent of searches. Longtails allow shoppers to be specific; for example, instead of searching for “doll,” they can narrow their results to “vintage rag doll.”
  • R is for Rank. Sure, your site may come up in a search, but is it on the first page? Better yet, is at or near the top of the first page? Recent data shows that the first hit on a page garners 32.5 percent of traffic; the second hit is a distant 17.6 percent and the numbers go downhill from there. Your goal is to keep your site ranked high, and that means reviewing your SEO keywords regularly.
  • T is for Technology. Nowadays, third-party apps and tools make it easy to come up with search words with minimal manual input. Use these services, but don’t let them be a substitute for your personal expertise or good old common sense.
  • U is for Unique. Search engines don’t like identical content from different sites. If your products come to you directly from a manufacturer, resist copying the original product information. Rewriting product descriptions and infusing them with your personal touch can help keep your listings unique and your site’s rank high.
  • V is for Volume. This is the data in your stats that measures average monthly searches. This information can help you assess whether the SEO terms you’re using are yielding the best results.
Categories: Small Business Marketing Tags:

6 Proven Methods to Grow Your Business

December 30th, 2016 Comments off

293368_SM_SDC_Blog_eCommerceBusiness

Are you ready to expand your ecommerce business? Stay a step ahead of your company’s growth by planning and preparing for new opportunities with these six ideas.

Attract new customers

Look into implementing a referral program both to leverage existing customers and draw in their own contacts to your site, and use social media to create new buzz on Facebook, Twitter, Snapchat and Instagram by promoting specials and giveaways.

 Encourage larger orders

By being more aggressive with upsells, cross-product selling and volume promotions, you can increase your sales one customer at a time.

Bump up your content.

Review your copy and add new SEO keywords, meta tags and powerful new language to your product descriptions. Add compelling photography and video to enhance your listings.

 Increase prices

Increasing some prices by a small percentage or charging for shipping if you currently ship for free are simple ways to drive up your profits. Just be sure not to make your increases so large or noticeable that buyers start clicking away from your site.

 But also discount some prices, when it makes sense

Avoid deep discounts, which can be a sign of desperation to shoppers, but create attractive, short-term promotions offering popular products at a lower price. Bargain hunters will feel the thrill of the hunt and may share their finds in their networks, bringing you more business.

 Diversify

If you’re successful in one channel, imagine how much more you can do across multiple channels. Add to your product line, make yourself available as an expert in your field or product line, and consider importing and exporting your own and other ecommerce business owners’ products.

Categories: Small Business Marketing Tags:

6 Crowdfunding Tips For Your Ecommerce Endeavors

December 23rd, 2016 Comments off

293368_SM_SDC_Blog_Crowdfunding

Looking for capital? These days, finding a cash outlay for your business endeavors can be as simple as setting up a crowdfunding website. Popular sites like Kickstarter and Indiegogo have changed the way businesses seek investors, making it easier than ever for companies and contributors to connect. Better yet, crowdfunding eliminates some of typical conditions investors often impose in return for their support, such as a stake in the company or creative control.

Kickstarter is an online fundraising platform that allows users in the U.S., U.K. and Canada to publicly post creative projects, including specs, prototypes, potential risks and progress updates, to grab the attention of investors. Be aware the Kickstarter requires users to set a monetary goal and deadline, and if the full amount of requested funds isn’t pledged by that date, the company does not receive anything (and any pledged money is returned to the donors). Indiegogo, meanwhile, is broader in scope, with a longer list of eligible projects and an international user base. Both Kickstarter and Indiegogo apply a percentage-based fee to the total funds collected, and Indiegogo’s fee increases if the fundraising goal isn’t met. While Kickstarter and Indiegogo are the best-known crowdfunding sites, businesses may also consider a variety of other similar services, such as 33needs, Rockethub, appbackr and ChipIn.

Ready to crowdfund? Keep these tips in mind.

  • Have a great product or idea to pitch. With thousands of crowdfunding campaigns ongoing at any one time, your business or product idea needs to stand out. Scroll through crowdfunding sites to be sure you aren’t duplicating an existing campaign.
  • Set realistic goals. Remember, you’re trying to get your business or product off the ground. Don’t ask for more than you need to cover your costs at this stage of the game.
  • Plan the perfect campaign. Think about the kind of customers and inventors who would comprise your target audience. Are they social-media savvy? Do they like a straightforward approach or a pitch with an edge? Can you reach out to popular bloggers to help promote your campaign? Consider these points as you write your copy and add additional media, such as photography and video.
  • Be open about your goals. Investors need to know that the business they’re contributing to stays true to your proposal. Reassure interested parties and investors with regular updates during the crowdfunding process, and welcome their feedback. If your business gets successfully funded, it’s even more important to continue the conversation and let your investors know how you’re using their money and what they can expect in the future.
  • Consider rewards. Crowdfunding businesses may choose to reward investors at certain levels with public acknowledgement, products and other incentives, which may help encourage participation. However, many incentives ultimately cost in you time, money or both, so carefully weigh whether rewards are a financially responsible option for your campaign and your business.
  • Watch the clock. If your crowdfunding campaign has a hard deadline, you’ll want to space out content over the life of the campaign. Still, the first 48 hours can be the most crucial. Plus, if you manage to raise the needed funds early on, your campaign may catch the attention of mainstream media, which can bring you needed publicity.
Categories: Small Business Marketing Tags:

Call us toll-free at 1-888-434-0055, Monday - Friday, 6 AM - 6 PM Pacific Time.