Archives Menachem Ani

SEM Trends in 2018: What’s Coming?

Digital technology has changed everything, as we all know, especially in marketing. After such drastic change over the past two decades, you could be forgiven for thinking that now is the time to settle into the new normal, applying the tools and strategies we’ve become accustomed to in the aftermath of the digital revolution. However, that is not the case.

The pace of technological development is only increasing and new advanced tools are coming to the forefront, poised to revolutionize every industry even further. Chief among these technological developments is the rise of artificial intelligence, big data, mixed reality, and the proliferation of mobile. Here’s a look at how these tech developments will impact the world of search engine marketing, and how to effectively implement them into your strategy.

Artificial Intelligence

Artificial intelligence and its more specific subset of machine learning are presenting new analytical capabilities and expanding the ability for humans to make informed decisions based on large troves of data. Intelligent algorithms that become more effective the more they are employed are not only able to comb databases far more quickly than human minds but also are more adept at recognizing patterns.

For marketers, artificial intelligence is useful in applications like site prospecting or identifying influencers when determining where to target your link-building efforts. By leveraging artificial intelligence to streamline these operations, marketers can allocate their time and effort to the sites and influencers that are most likely to have the largest impact on extending their reach.

Big Data

Artificial intelligence goes hand in hand with big data, which is also improving marketers’ insights into search and social tendencies of their target audiences. For marketers, capturing data is useful in a number of areas, including geographic data, keyword data, link data, local search, mobile data, on-page data, rank data, revenue data, traffic data, social network data, and universal search data.

Naturally, capturing this data and storing it isn’t enough; you must make sense of that data as well. By marrying these large datasets with machine learning algorithms, marketers can gather deeper insights to their target audience, as well as understand where their impact will be the greatest. The result is a streamlined process that is more cost-effective and boasts a further reach.



Mixed Reality

Mixed reality – the combination of virtual reality and augmented reality technologies – is also playing a role in changing the way audiences search for and find companies. Virtual reality, for example, creates immersive experiences which are optimal for establishing emotional connections with potential customers. When it comes to augmented reality, which creates digital overlays on the physical environment a user is in, it can be used to preview objects before buying, such as situating furniture in your living room or inspecting a vehicle you’re interested in buying but cannot see in person.

Moreover, mixed reality also serves as an additional data capture point, granting marketers greater insights into consumers behavioral patterns. By learning and more accurately predicting consumer behavior, marketers can better meet the audience where they already live (literally) and hyper-personalize the content they deliver to their audiences.

Proliferation of Mobile Devices

Finally, a major trend in search engine marketing is one that is already all too familiar: the ongoing proliferation of mobile devices. Tailoring content for mobile is essential to modern marketing, and as the number of mobile devices out there continue to rapidly grow, it will only become a more central aspect of every marketing aspect.

However, it’s not as simple as merely tailoring advertisements for mobile users. Constant changes to search algorithms continue to put more importance on mobile-optimized sites and advertisements, of course, but it’s also a matter of click rates and demographics.

SMS text message open rates are higher than those of email and a broader audience can be reached via mobile, for example. Moreover, mobile search gives consumers the opportunity to research and compare products as they shop in physical locations; in other words, a good mobile marketing strategy could be the difference between an immediate conversion and a lost customer.

Technological development will not stagnate, quite the opposite. Now is no time to rest on the laurels of progress made during the digital revolution, but rather double down and incorporate emerging technologies into your day-to-day marketing strategies. Failure to do so is a death sentence because the smart money is already harnessing advanced technology to gather stronger insights, streamline their process, reach more customers and, ultimately, convert more customers.

Paid Search: 2017 Greatest Hits

Paid search is a mainstay for marketers in all industries, but as regular machine learning and algorithm changes took place in 2017 marketers were forced to repeatedly adapt to stay competitive.Moreover, the shift toward emphasizing mobile continued; while the priority has shifted to artificial intelligence (AI), mobile is far from in the rear-view mirror.

As the landscape continues to change, often incrementally, it’s important to modernize your paid search strategies to remain effective. Here are the major trends and shifts that occurred in 2017, and what to be aware of moving forward.

Machine Learning Becomes The Focus Of New Updates

In 2017, Google launched no less than eight individual updates targeting machine learning and AI. These updates included expanding exact match to include close variants of a given keyword; understanding the context of a search; applying AI too smart display campaigns and data-driven attribution; establishing automated bid strategies to maximize conversions and the automated creation of audiences by projecting characteristics of an advertiser’s target consumer. Bing also shifted its focus toward AI and machine learning with similar updates of its own.

All these updates, as well as others, contributed to gradual, yet significant changes in the paid search environment in 2017. Planning accordingly to navigate the increasingly AI-dominated paid search ecosystem is essential now and for any future marketing strategies.

The Emphasis On Mobile Remains Prominent

While the major search engines are shifting their focus to AI, it’s important to note that the emphasis on mobile is still very much in place and more consumers are using mobile to make purchasing decisions. As a result, no entrepreneur can ignore the necessity of catering to mobile users. From the final quarter of 2016 to the first quarter of 2017, mobile click share increased by 12 percent, accounting for 59 percent of all paid advertisement clicks throughout the entire quarter. That’s more than desktop and tablet clicks combined!

Mobile users have grown to an estimated 4.77 billion in 2017. That number is poised to continue its rapid growth and eclipse 5 billion by 2019. It is common knowledge at this point but bears repeating, that mobile users are a critical component of any effective marketing strategy. They will only become further central, in paid search and in other elements of a marketing plan.

Cost Per Click Is Rapidly Rising, But Total Click Growth Slows

All in all, cost per click rose greatly along with marketers’ demand throughout 2017. In the final quarter of 2017, ad spend was up 24 percent over the final quarter of the previous year, while cost per click followed suit with a 14 percent increase. Total clicks, which also grew year-over-year each quarter, finished the final quarter up 9 percent from the final quarter of 2016. However, this was the lowest growth in clicks for a single quarter throughout all of 2016 and 2017.

This means marketers need to be wise with where they direct their paid search budget. A smart strategy will granularly analyze where the target audience truly lives and direct paid advertisements accordingly. Failing to really grapple with where that audience spends much of its time online, or where it is most likely to actually engage with ads, is now even costlier than it was before.

SEM Trends: The 2017 Holiday Season

The holiday season is the most wonderful time of the year for brands to
make an all-out push toward bolstering their bottom lines. Shoppers flock to
stores and e-commerce sites in droves to find the perfect gifts and supplies
for whichever holidays they’re celebrating, so it’s no wonder that the final
quarter of the year is also a key time for refining search engine marketing
(SEM) strategies.

Holiday Spending Spikes in 2017

Now, more than ever, search dominates the holiday season for shoppers
and businesses alike. Holiday sales increased by 4.9 percent from 2016,
and eCommerce specifically jumped a whopping 18.1 percent. Big names
like Adobe, Salesforce, and Amazon all reported record-breaking revenue
through the 2017 holiday season, splitting what Adobe estimates are more
than $108.2 billion in eCommerce revenue.

Those numbers were dwarfed by the National Retail Federation’s reported
estimate of $138.4 billion. Either way, the growth in sales year over year
was immense. With more money there for the taking, the importance of
devising and executing an effective SEM strategy to capture revenue
cannot be overstated.

Paid Search

Paid search was the big winner of the holiday season, driving 23.5 percent
of all online holiday traffic. Paid search served as an essential tactic for
marketers to get their brands in front of consumers who were still making
decisions as to what to buy, and it seemed to make a big impression.
These types of ads drove the most traffic in a record-breaking year, making
paid search the mainstay of the 2017 holiday season’s marketing push.

Organic Search

Organic search played a big role during the holidays as well. According to
Adobe, taken together with paid search, organic helped drive 44.8 percent
of all online visits. And the split is roughly even: while paid search drove
23.5 percent of traffic, organic was responsible for 21.3 percent.

Organic search cannot be neglected as part of any effective strategy,
especially when you consider organic users already expressed intent to
purchase your goods or services. Once they’ve found you, all that’s left is

Email Campaigns

The importance of email marketing campaigns this holiday season should
not be overlooked. Closely following paid and organic search, email
marketing campaigns drove 20 percent of all traffic. That means taken
together, these three sources of online traffic – paid search, organic search,
and direct email campaigns – was responsible for driving nearly 65 percent
of all online holiday traffic.

If you’re considering revising your SEM strategy, consider this three-
pronged approach to boost your effectiveness.

The Rise of Mobile

Finally, mobile is becoming a more effective tool for marketers as
consumers increasingly search and shop from their phones and tablets.
Mobile visits increased across most retail categories last holiday season,
particularly in apparel which saw a 32 percent jump.


Marketing Budgets Increase to Meet Demand

According to a survey from Search Engine Land, brands have recognized
this growth and moved decisively to capture it. More than 70 percent of
respondents said they increased both search and social budgets to capture
a piece of the pie. Failing to do so risks falling behind the competition, as
many brands heavily increase investments across a variety of channels.

For example, more than 75 percent of respondents to Search Engine
Land’s survey said their Google budgets increased, and 25 percent said
those budgets grew by more than half from the previous year. Bing
spending also grew for 40 percent of respondents. On Facebook, 66
percent of respondents said they grew their budgets from the previous

The takeaway? Companies are spending money on unified search
strategies across different channels. With sales growth year over year and
more consumers making bigger purchases online, it’s no secret that the
future is search. Brands that adopt and implement wise SEM strategies will
survive and thrive, while those that don’t will inevitably be left behind.

Lead Generation Tactics Using AdWords


With SEO proving critical to determine the survival of online businesses, having
the right tools on your side can determine the success or failure of a campaign. As
much as you want to have your site emerge at the top of a search result, you’ll
want the follow-through of a transaction from regular customers and new ones.
Getting the person on the other end to follow through after the search results is
great; increasing your CTR is gold. It is just as valuable to have customers inform
others as to why your site is worth visiting. With a buying public fully empowered
to decide ahead of any marketing effort, they need to be persuaded more than ever
that your site and products are worth their money.

AdWords Insights

As vital as Google AdWords is as a marketers’ toolbox, using it effectively
requires some research to develop ideas to maximize search outcomes. For lead
generation, it’s helpful to note these tools and what they can do.

Customer match

The purpose of Customer Match as noted on the AdWords site is it “lets you create
highly targeted ads to reach your most valuable customers with the right message
at the right time.” To make this happen, you can upload email addresses gained
from prior contact, then you can build a campaign with focused messages meant
for Search Networks, Display Networks, and so on.

To help build interest and create new customers, an “Add remarketing lists”
function allows you to identify similar audiences to your loyal base.

Keyword planner

Finding the right words to drive traffic is tricky, but the Keyword Planner is meant
to smooth out the hunt for the best words and phrases. In helping you find relevant keywords, it also allows you to conduct research with suggested bid estimates based on how often keywords appear in searches and how the volume of those appearances change over time.

Display Planner

Display Planner is a forecasting tool that creates ad groups based on customer
interests and websites they visit. It allows insight into how performance goals play
out based on campaign bids and budgets. To get the best results from these tools requires a good amount of pre-planning: care, patience and plenty of research.


Your campaign should be relevant, built around the people searching for what your
company and site can offer, then able to expand beyond initial successful
conversions. The following are some of the tactics that can be applied to generate

Landing pages

Your landing page is the face of your business: it should be appealing, providing as
much information about your company, its services or offerings to the customer. It
should also be easy to navigate, allowing the customer the ability to find what they
need. The feedback from landing pages is important in gauging the customer
experience and whether they’ll return or even refer others to your site.

To be certain your landing page is producing its intended results, it would be best
to perform an A/B test with them. Comparing the analytics from an A/B test can
find problems in customer conversions and find out what’s bringing them in and
what’s holding them back. Behavior analysis tools in A/B tests can observe
customer habits when visiting your site.

Tracking phone calls

Most searches are performed using a smartphone. Finding an ad that appears with a call extension allows potential customers to make a phone call to you. Building a keyword campaign around call tracking, or integrating it into an existing campaign, allows for your marketing team to relate successful keywords with unique phone numbers. This is also helpful if a campaign is established around mobile optimization.

A high percentage of businesses get their leads from phone calls, especially offline
leads. With the right tracking systems, you can log numbers automatically.


This can be a great tool for lead generation if you work it just right. As much as a
landing page is the face of your company, a regularly maintained blog can act as a
megaphone, alerting customers to help personalize the experience for a customer,
and become by being the site’s megaphone. If it is well written, with targeted
keywords sprinkled throughout, it can be effective in drawing traffic and
increasing conversions.

Social Media

Ubiquity makes it necessary to have a regular presence on Twitter, Facebook,
Instagram, etc. Though there is a struggle to recognize the importance of social
media beyond brand exposure, having a presence on a site brings you closer to new
and regular customers. A good amount of web search is performed on these sites,
inviting new leads. Also, many established and new social media sites are adding
tools and functions to help boost ad campaigns, as well as offering customer data.

Email marketing

Ever an effective way to reach customers, building leads through email remains #1 in lead generation. So many sites will require customers to enter their email addresses or ask for them to sign up for updates, more often you’ll have a wealth of addresses to work with.

Email marketing is reliant on the appeal of the message, especially when the
customer sees the subject line, as well if it is well-written and designed. Including sharing links in an email allows the recipient to share on the social media of their choice, adding to your business’s or site’s exposure.

Lead generation is where your efforts to get the word out pay off. You’ve succeeded in creating the possibility of new and repeat business. For that to happen you will have to be patient and work hard. The successful implementation of AdWords as part of your campaign can decide how to proceed beyond initial success.

JXT Group Is Partnering with Online Geniuses

The rapid growth of online commerce has proven to be a source of new opportunities, with new customers connecting every second. This translates into new challenges in trying to attract traffic to sites. There is a multitude of voices offering goods and services, each striving to make new customers or maintain established relationships. With the expansion, a galaxy of ideas and strategies are being tested by marketing professionals and researchers. JXT Group, experts in digital marketing strategies, and Online Geniuses, a forum for digital marketing professionals and thinkers, are pleased to announce their new partnership.

Specializing in search engine marketing and optimization and strategies for eCommerce shopping, JXT Group has been offering solutions for over eight years. Its growing reputation is exemplified in successful efforts for a diverse array of clients, including AmTrust and Glenny’s. Their strategies have helped companies make the most of their digital presence. JXT’s expertise in managing data feeds and comparison shopping engines have placed it at as a top expert in this marketing tool. Its experience in pay-per-click and search engine marketing has been built upon time-tested experience and skill. JXT stands at the forefront of perfecting SEO strategies that have increased website traffic and conversions for all its clients. When it comes to developing social media marketing strategies, JXT provides expert guidance in transforming social media platforms into customer magnets.

Connection is key for thought leaders to inform colleagues of new and emerging challenges. This is the domain of Online Geniuses (OG), a community found on Slack dedicated to providing a forum for marketing and eCommerce professionals, innovators, and thinkers to meet and discuss issues relevant to the growth of online commerce. With its global reach, OG is proving the perfect forum for sharing the latest ideas, utilizing real-time chat and uplifting interactions between colleagues. Members can participate in “Ask Me Anything” (AMA) sessions where industry insiders, such as entrepreneur Gary Vaynerchuk, former Vitamin Shop digital marketing director Joe Yakuel, Weebly’s product marketing manager Loren Elia and Rand Fishkin of Moz, share insights into using the vast digital toolbox from search to stats to developing winning strategies. OG hosts member meetups throughout the year in major cities and is willing to assist in helping set up an event. OG is inspiring its members to push past their boundaries and dream big: members are launching new startups, increasing sales, finding new opportunities and changing how the game is played.

What JXT brings to its partnership with OG is a body of knowledge second to none. At OG, there is a conversation going on that JXT Group can offer insights and perspectives, and in turn be influenced by the acquired wisdom of the brightest minds in the industry.

Widening Your Reach: Expanded Dynamic Search Ads

The capabilities of Dynamic Search Ads to bring in more business for retailers has been indisputable. The ability to target relevant search queries for a website could make the difference for a business becoming the next Amazon or sinking into obscurity.

Staying on top of technology that improves efficiency, automatically updates ads and generates a headline relevant to a customers’ search requires mastering those tools as they are fashioned. Retailers also need to grab hold of the ones that address and streamline outstanding issues. Recently, Google introduced Expanded Dynamic Search Ads which is great news for any retailer, notably if you’re a small or up-and- coming business with a specialized or seasonal clientele.

The DSA’s purpose is to do what keyword campaigns can’t do by helping develop incremental traffic and make the process of targeting ads easier: Google figures out the searches that are a match for the ad targets and generates an ad headline and a URL for the landing page. In 2015 Google presented an updated version of DSA, but since then engineers have worked to smooth out some of the processes to expand any DSA campaign’s reach. This Spring 2017 finds Expanded Dynamic Search streamlines processes, and allows for expanded text ads loaded with more information based on your site’s content.

Remember: your search ads are only as dynamic as your site. Be sure you’ve been diligent in doing the work of improving your site and creating great descriptions so your ads are relevant to the people you want to reach. This will guarantee the effectiveness these updates will be for you.


Using Feed Targets

Having a page feed spreadsheet allows for which URLs you want to target. AdWords will be enabled to determine when to show ads for your site and where to direct them to your landing pages. Using the page feed spreadsheet can be a benefit if you’re targeting multiple sources. For Dynamic Search to allow for expanded text, Google requires a 2-column page feed template which they provide or allows for one to be uploaded. The columns are divided between Page URL (targeted web pages) and Custom Label (the label for target ads within your page feed).

Once you’ve uploaded the spreadsheet, you can select your targeting source where you can use URLs from your page feed or from the index of your website and page feed. To use the custom labels, you will need to create a Dynamic ad target for the specific item in your page feed. If you’re not providing any labels, you can leave this section empty. You can also add a custom bid to add competitiveness for any URL with the custom label.

There are a variety of benefits to this approach, such as allowing for DSAs to steer customers to particular landing pages depending on their campaign settings, allow new products to be promoted by combining Google’s website index and your page feed, and to group products around promotions, availability, etc.

Consolidating Ad Creation

In the previous version of creating a Dynamic Search Ad campaign, you would have to go to the “Create an ad” section and enter your ad description. Creating additional ads required clicking on the “Ads” tab and then click on the “+Ad” button to enter the new ad’s text. In the update, it’s consolidated with the assumption that more ads will be generated. Just click on “New ad” and enter your text, and repeat for any other additional ads.

Improving Target Creation and Tracking Targets

As part of the effort to make Dynamic Search campaigns less reliant on keywords, the process allows you to have more control over how your campaign works utilizing your site’s content. With Dynamic ad targeting, your ads will refer to your website—even give you the ability to block pages and set exclusions.

The updates allow for more control. Under the one-stop “Dynamic ad targets” tab, you can select the ad group you want to bring to your website. Under that same tab, you can also find “Negative Dynamic Ad Targets.” Here you can choose what pages to exclude by category, page content, page title or URL and create rules.

Also, the tracking template creation now falls under the “Dynamic ad targets” tab and not under “Auto targets.” What hasn’t changed is that you will need to steer customers to your landing page with extra information in the URL. You still need to create a tracking template for you to use tracking in your campaigns. You will also need a ValueTrack parameter to populate your landing page and return landing page addresses.

Dynamic Search Ads were designed to reduce the fuss and tedium of the legwork on keyword searches and focus more on bringing a website’s experience efficiently to the customer on a variety of platforms. Expanded Dynamic Search Ads and the current round of updates continue Google’s effort to help retailers win over new customers and keep trusted ones.

JXT Group Joins Clutch!

Providing online advertising and eCommerce Solutions since our founding in 2009, JXT Group has developed many different service areas to meet our customers’ objectives. Our services include everything from conversion rate analysis and email marketing to search engine optimization and social media marketing. Our team of marketing experts has years of experience helping our clients select the appropriate channel to improve their online visibility. In order to reach prospective buyers that could benefit from our expertise, we are excited to announce our partnership with Clutch, a B2B market research firm based in Washington, D.C.

Clutch’s platform effectively guides the buyer through their process to find an ideal service provider. Companies listed on the site are evaluated and ranked according to a transparent set of criteria, which includes a company’s clientele, work portfolio, and market presence. A Leaders Matrix summarizes this research, giving the buyer an understanding of the top performers in any given industry at a quick glance. Among the other top PPC agencies listed on the site, JXT Group has a profile that succinctly captures our service offerings and company history. Most importantly, attached to each profile are client reviews, which form the crux of the ranking process.

Given the growing number of platforms like Yelp, AngelList, and TripAdvisor, it’s clear that consumers are basing more of their decisions on online ratings and reviews. Clutch found that the B2B sector can also take advantage of this trend. Online reviews are essential for building a strong online reputation, and specifically, can help to instill confidence in businesses that we can meet their expectations.

In one case, JXT Group provided PPC marketing and developed a lead generation campaign for a hospitality business. Impressed that our strategies led to a decrease in the overall cost per lead and bounce rate on their site, the Director of Marketing shared in a direct interview with a Clutch Analyst:

“We feel like we’re getting the attention, and, most importantly, the results are there. We have a results-driven relationship with JXT Group that we haven’t found with other providers.”

In our mission to help businesses reach their maximum potential, feedback from current and past clients are vital in understanding our strengths and areas for improvement. Aside from keeping up to date on all the best practices in online advertising, we want to be able to offer a strong and professional partnership that makes us stand out from the rest. Overall, with Clutch, we’re excited by the prospect of new technical challenges and more opportunities to help businesses grow!

Paid Search, SEO and Competitive Benchmarking: The Right Steps Towards Finding Success

Competitive benchmarking has proven, time and time again, to be an effective practice that can help improve and perfect your paid search marketing efforts. If you are not currently engaged with a competitive benchmarking campaign, we suggest starting one. The effort is worth the rewards!

Quite simply, competitive benchmarking is the practice of measuring specific elements of your company against your competition. This could be in areas of customer service, design, shipping, pricing and more. In our case, we are going to explore competitive benchmarking applied to paid search and SEO.

Determine Your Benchmarks

It’s vital to determine which benchmarks you will use to measure your efforts against your competitors and establish which areas of your company need to see the greatest improvements. With paid search and SEO a few key performance indicators (KPIs) to pay attention to would be impressions, ad position, and ad frequency.

Establish Your Competition

You can easily purchase reports and data on competition from firms, however, conducting your own extensive paid search competitive analysis will give you far more relevant insight into the competition. Additionally, these data reports can sometimes be costly.

Try choosing the top companies in your industry that provide the highest value at the lowest cost and start creating your own analysis reports on their KPIs. What is their usual ad position? How often do their ads appear? What is there page rank?

These are the types of metrics that you will need to record in order to help influence your campaigns and start implementing tactics that will help improve your own metrics.

Additional metrics to note from your competitors are top keywords, cost- per-click, PPC spend per month, ad copy and types of ads.

Tools of the Trade

Today’s world offers a bevy of tools that can successfully help companies in their efforts to implement a competitive analysis or benchmarking campaign. Below are a few we recommend utilizing.

Google AdWords

Google AdWords is an excellent way to compare your benchmarks with other competitors who are competing in the same auctions that you are. This data can be found in Auction Insights on the AdWords platform.

Additionally, through Google AdWords, you will be able to create a list of competitors for your auctions, gain insight into impressions, ad position, and overlap rate. Make sure to take advantage of the segment reporting as well, it will allow you to break down data by device type and time.

Google Analytics

With Google Analytics, companies can compare their metrics with competitors through the aggregated industry data, but must properly configure the industry settings beforehand.


SEMrush is a great tool that companies can leverage to run reports on competitor organic search metrics, paid search, and display advertising. Additionally, you can discover competitors’ keywords, ad copy, and advertising budgets.

Creating Impact

Implementing a competitive benchmarking campaign can be a very involved task but is well worth the impact it can have on your business and ROI. Please feel free to reach out to JXT Group with any questions or concerns you may have regarding implementation, we are always here to help!

Effective Marketing Budgets – The Top 10 Things to Keep in Mind

Menachem Ani - JXT Group

#1 – Planning

Planning is essential to any marketing campaign, and knowing exactly where your dollars are going to be spent helps effectively increase your chances of reaching a successful ROI.

Using the good ol’ Excel spreadsheet can still help you effectively plan your marketing budget, but today a bunch of great tools exist to help you out as well. We suggest trying PlanGuru or Tagetik to get you started.

#2 – Testing

To have an effective marketing budget, it is important to test where the most success for your campaigns will lie. Allocating small amounts of ad spend in various areas will allow you to test where you can best pick up traction.

#3 – Goals

Goals for your budgets are a must. It is important to know what you are working towards with your marketing budgets. This can include your ROI, growth analysis, reach, and response rates.

#4 – Implementation

Creating an action plan will allow your team to know exactly where your budget will be applied to. Whether it is PPC, SEM, Social Media or any other form of marketing, an action plan correctly outlines the strategy for implementation.

#5 – Distribution

Where will you get the best bang for your buck? This is the age-old question. Having at least one solid distribution channel for your business is vital to creating a successful marketing campaign.

#6 – Analytics

Google Analytics, Raven Tools, and Sprout Social all offer great ways to track the performance of your marketing budget. Having eyes on the data that indicates success can help you increase your ROI.

#7 – Create Effective Messages

More direct messages in your creative will allow you to attract more relevant customers. This helps raise your conversion rates and increase sales to the right people.

#8 – Doubling Down

If you see an area that is working, double down! Putting more ad spend behind a marketing dimension that is seeing growth and market response is a great way to get the most out of your budget.

#9 – Repurpose Content

If you are spending money on good content you should repurpose it and share it multiple times online. Get the most mileage out of it and use it to engage users.

#10 – Pivot or Cut Your Losses

Don’t be afraid to pivot or change direction if a marketing tactic is not working. Also, retiring ads or cutting funding to a certain area is something every business must do, don’t grow too attached to something if it is not working out!

The Results Are In: Google Shopping Finishes Strong for the Holidays

It’s no surprise that a Google was the shining star for holiday shopping in 2016 and all signs point to Google Shopping for the success. What may surprise some is that Google Shopping is nothing new, it has been on the scene for over 10 years!

Originally named Google Base, back when dial-up was a thing, this was a free shopping search engine where businesses provided product information to Google and Google included these products in shopping searches. However, the Google Shopping we all know and love today is a completely different beast.

What is Google Shopping?

For the Advertiser or Business

In 2012, Google Base changed names and switched to a pay only program. Now Google Shopping will only list your products in Google Shopping when you have a paid Google Adwords account as well as submitting properly formatted product information to Google using Google Merchant Center.

Revenue comes directly from Google Shopping’s Product Listing Ads or PLAs. PLAs are online ads that contain an image and text description on the search results page. PLAs are also referred to as Shopping Ads.

Users can find these ads:

  • At the top of search results
  • At the right of search results

In Google Shopping itself where a comparison is provided Google Shopping did well immediately, and with the timing of their launch being in the holiday quarter, the ads yielded an excellent growth rate for the company.

The increase in Google Shopping’s growth since 2012 has been amazing. Adobe’s Digital Index reported that advertisers spent 47% more on Google Shopping than they did in previous years.

Interestingly, Shopping Ads only represent 20% of paid search clicks, so it’s safe to say more growth is expected. Throughout the holiday shopping season shopping ad impressions increased among all device types, however, mobile devices saw the biggest jump.

Best Practices with Google Shopping

  • Accurate descriptions, inventory, and products Use keywords describing
  • Use keywords describing the product, style, color, and size, etc.
  • Use descriptions with 70 words as that is what users will see
  • Use very clear images
  • Offer promotions to stand out among competitors
  • Have a game plan for your campaigns based on industry
  • Make your site mobile friendly. This is not negotiable with the market trend
  • Use geographic bid modifiers when selling locally

The time is now to get involved with Google Shopping. Your focus should be on watching trends and devouring up-to- date information on Google’s constantly changing algorithms and tools. Otherwise, your business is going to find itself way behind. Consider working with a reputable firm to help you navigate through Google Shopping Ads.

For more information on how to successfully build an AdWords or Google Shopping Campaign, contact us at [email protected]!