Marketing

STUDY: Win With Text Ads And Product Listing Ads [Infographic]

Google published a study on the use of Text Ads combined with Product Listing Ads. The study shows how you can gain from utilizing both ad types.

From this study, we learned that PLAs can:

  • Increase brand recognition: People who see a brand’s PLAs and text ads are 75% more likely to search for that brand within 30 days than those who only saw text ads.
  • Drive more engagement with your store: People who see both text ads and PLAs are 90% more likely to visit the retailer’s website. They are also more likely to visit product pages, add items to their cart, and click on store locator buttons.
  • Drive more conversions: People who see both text ads and PLAs are 83% more likely to make a purchase than those who only saw text ads.

Check out the infographic below:
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Bing Ads Launches Ability To Edit Keywords Via Excel Web App

A few months back Google Adwords removed the ability to edit keywords via a web based spreadsheet editor. Today, Bing Ads announced the launch of a new feature allowing you to edit keywords via the Excel Web App.

It’s pretty easy to use, just go to the keywords tab, select multiple keywords and click “Edit in Excel.”

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Why We Added Excel

Our ongoing goal is to make it easy for you to manage and optimize your campaigns in Bing Ads. A lot of customers prefer to manage their keywords in Excel and take advantage of Excel’s bulk editing capabilities.

Google AdWords Adds New Campaign Type: Search Network with Display Select

Google AdWords Search Network with Display SelectUntil now, you had the option of showing your AdWords ads on the Search Network, Display Network or both. Google announced a new option called Search Network with Display Select.

The new Search Network with Display Select will allow to show your ads mostly on the Search Network AND some highly targeted pages in the Display Network. According to Google, customer who have tested this campaign type have seen their CTR increase by 35% and their CPA decrease by 35%.

Normally I would caution against the use of the Display Network for eCommerce retailers. However, this sounds like it’s worth testing, but tread carefully… or you’ll waste your budget before you know it.

From Google’s Announcement:

How is this different from the old campaign type?

In addition to extending the reach of search campaigns, this new campaign type offers better results on the display network than the old Search & Display Networks campaign type.

Search Network with Display Select uses improved signals and methods of predicting when and where your ads are likely to perform best, and sets a higher bar for when to show them. That means your ads are more likely to be shown to a smaller number of prospective customers, who are more likely to be interested in your offerings. Compared to the old campaign type, initial tests show that advertisers, on average, could see a 35% higher click-through-rate, and a 35% lower cost-per-customer purchase on the display portion of their Search Network with Display Select campaigns.*

 

The Challenge Of Shopping Cart Abandonment [Infographic]

This infographic comes from SaleCycle. It addresses the challenge of shopping cart abandonment.

Cart abandonment rates fell in Q3 2013 with 1.6% fewer shoppers leaving their purchase at the till compared with the previous quarter. Taken from a consolidation of statistics from 200 global brands, our Quarterly Infographic looks at all the key cart abandonment stats in Q3 2013:

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Does Google Rank PLAs Differently On Google Shopping & Standard SERPs?

Google Product Listing Ads

Recently, Hannah, a Google AdWords community manager posted the following question on the AdWords discussion forum:

Is the ranking of PLAs on Google search different to the ranking of products on Google shopping pages?

This question was answered by Kat, a Google employee:

In some circumstances, you may notice differences in how your products are serving or ranking on Google with PLAs versus Google Shopping. For example, you may see your items showing/ranking on the former but not showing/ranking on the latter. This behavior may happen, and could vary, based on several factors. Reasons why this may happen can include:

  • The available real estate is different between the two properties. On Google.com, there is less space to show PLAs while the Shopping property has more space.
  • The auction dynamics can be different between the two properties and, as such, the results may also be slightly different.
  • For some queries, Google Shopping may present results via a catalog (specific product page) instead of individual merchant listings while Google does not display these catalogs.

Improvements are continually being made to the system and, over time, these improvements can help further unify the results between the two properties but, on occasion, differences between results may be seen.

Read More →

Google AdWords Now Includes Ad Extensions In Ad Rank Calculation

Google AdWords just updated Ad Rank, the algorithm that decided what position to show your ad. Previously, Ad Rank was calculated by using your max CPC bid and your Quality Score. With this update, Ad Rank will also take into account the expected impact from your ad extensions and formats.

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Here are some notes from Google:

  • Ad extensions and formats can now influence the position of your ad on the search results page. If two competing ads have the same bid and quality, then the ad with the more positive expected impact from extensions will generally appear in a higher position than the other.
  • When estimating the expected impact of extensions and ad formats, we consider such factors as the relevance, clickthrough rates, and the prominence of the extensions or formats on the search results page.
  • Because Ad Rank is now more important in determining whether your ad is shown with extensions and formats, you might need to increase your Quality Score, bid, or both for extensions and formats to appear.
  • In each auction, we’ll generally show your highest performing and most useful combination of extensions and formats among those eligible. So there’s no need to try to guess which extensions will help improve your clickthrough rate the most.
  • You may see lower or higher average CPCs in your account. You may see lower CPCs if your extensions and formats are highly relevant, and we expect a large positive performance impact relative to other competitors in the auction. In other cases, you may see higher CPCs because of an improvement in ad position or increased competition from other ads with a high expected impact from formats.
  • For now, this update only affects search ads appearing on Google Search.

Read More →

Google AdWords Announces New Shopping Campaign Type

Ever since Google Shopping transitioned to a paid model, Google has been releasing new features constantly. Yesterday, they announced that a new campaign type will be rolled out called Shopping Campaigns.

The new campaign type will give you the ability to better manage your campaigns from a product and category level. Some of the new features are:

  • Retail-centric way to manage your products
  • Advanced reporting to measure product performance
  • Competitive data to size your opportunity

Read More →

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Shopping campaigns are currently available to a limited number of advertisers. It will be rolling out gradually in the US, with full global availability by early next year. API support will come in 2014 as well.

How do I get access? Fill out this form to request early access.

Shopping.com Holiday Pricing Update Goes Into Effect November 1st

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As we get closer to the holiday season crunch, the comparison shopping engines are getting ready to raise their prices. A few days ago NexTag lead the charge with their new tiered pricing and holiday pricing surcharge. Today, eBay Commerce Network (Shopping.com) sent out the following notice:

Dear Merchant,

With the holiday season approaching, we anticipate increased shopping activity across many categories. eBay Commerce Network will implement the following holiday pricing adjustment and temporarily adjust CPC rates only in select categories from November 1st to December 31st, 2013.

  • 79% of the rate card will reaming flat (no rate increase)
  • 6 categories will increase by 15%
  • 48 categories will increase by 25%
  • View updated Holiday Rate Card

We will automatically adjust your CPC bids during the holiday pricing period; therefore no action is required on your part. On January 1st, 2014 we will readjust your bids to your pre-holiday amounts.

While some rates are increasing, most campaigns will not see a significant shift in cost of sale as we will continue to leverage Value-based-pricing, our network management tool, to sustain your ROI goals. This allows us to more prominently advertise your offers on the highest performing publishers to increase sales.

We recognize this is an exciting time of year for your business and we look forward to our continued partnership.

Sincerely,
Kristy Troup
Director, US Business
eBay Commerce Network

NexTag Implements Tiered Pricing By Category

NexTag sent out a notification this weekend announcing a few changes to their pricing structure. Effective October 14th, 2013 the CPC rate will be based on the actual price of the item. See the tiered chart below for more information.

In addition, the annual holiday surcharge will go into effect at the same time. The holiday surcharge will be in effect from 12 AM Pacific on Monday October 14, 2013 through 11:59 PM Pacific on Sunday January 5, 2014.

Read the full email from NexTag below:

Dear Valued Merchant,

As the marketplace evolves, we continuously adjust our advertising approach to help maximize traffic to your site. As we enter into the busiest shopping time of the year, we wanted to inform you of two important changes to our pricing structure to help you optimize your traffic opportunity for this holiday and beyond.

  1. Tiered pricing by category: To be more responsive to your needs, we’re introducing a tiered pricing model that helps align CPC pricing with merchant cost of sale. Essentially, you’ll pay less for clicks on lower-priced products and more for higher-priced products. This change will go into effect on October 14, 2013 and will continue unless the rate card is subsequently modified. The new tiered pricing is shown in our Rate Card.We believe this change will improve your overall COS for lower-priced products and ultimately allow you to list more products. With this change, we’ll be able to bid more for valuable traffic, and so will you.
  2. Annual holiday surcharge: At the same time as our tiered pricing update, we will also rollout our holiday rates to help deliver expected traffic volume during the most critical time of year for traffic and sales. The surcharge for each category is shown in our Rate Card. The surcharge will be in effect from 12 AM Pacific on Monday October 14, 2013 through 11:59 PM Pacific on Sunday January 5, 2014.

You do not need to take any action for these changes to take effect. If you do not agree to the changes described above, you must suspend or terminate your account. Termination or suspension of your account will be effective two (2) business days after receipt by Nextag. Please contact your Account Manager or email our Seller Support team should you have any questions regarding these changes.

According to CPC Strategy, we remain the #1 independent comparison shopping platform for driving high volume and quality traffic. Wize Commerce is committed to helping merchants achieve significant volume of traffic and expected performance goals. We now offer a number of sites to maximize opportunity in the marketplace Nextag (with the widest selection of products) to Price Machine (for price-conscious shoppers) to Wize (with expert product recommendations) to ApplianceShopping (for specs-heavy product shopping).
We thank you for your business and look forward to a busy and productive holiday season!

Best wishes,
The Nextag team

Important Note:
For products where you currently are bidding the minimum: All minimum bids on active products will automatically be adjusted up or down to the new minimum rates for the appropriate tier on October 14, 2013. Should you wish to bid above the new minimum rates for products where you currently bid the minimum, you will need to manually adjust your bids.

For products where you currently are bidding above the minimum: Bids that are above the current minimum but below the new minimum will be automatically adjusted to the new minimum bid for the appropriate tier. For price tiers where the new minimum CPCs are equal to or higher than the current minimum and your current bid is above the new minimum rate, your bid will not be changed. For price tiers where the new minimum CPCs are lower than the current minimum and your current non-minimum bid is above the new minimum rate, your bid will be automatically reduced to the new minimum CPC.

The holiday surcharge will also be automatically applied. The price tier changes described above will be applied first, and the holiday surcharge will be applied to the adjusted, price tiered bids. The surcharge applies to your total CPC, which includes standard CPC plus any CPC increases you have selected for the Logo or Marketing Message programs.

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