Marketing

Import Offline Sales Conversion Into Google AdWords

Google has been adding a lot of new features to AdWords recently. This past Thursday they announced the ability to import conversions that happened offline. So if your business gets a lot of phone sales, this is for you.

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From the announcement:

How you might use the conversion import feature

Let’s see how importing conversions can help a small business measure and optimize for the entire customer journey, from online leads to offline sales.

Isabelle designs, builds and sells high-end custom furniture. She uses AdWords to drive prospective customers to her website, where they can submit their contact information and request a sales call. AdWords Conversion Tracking can measure these raw lead submissions, but since most of them won’t result in a sale, she optimizes her campaigns on raw submitted leads; not actual sales.

Now that she’s able to import her offline conversion data (including sale value), Isabelle can better understand which keywords drive the most profitable sales. With a more accurate ROI picture, Isabelle can better manage her bids and budget.

Read More→

Bing Shopping Launches Product Ads, Rich Captions & More

Bing announced some changes to Bing Shopping last week. First of all, they are now calling it Bing Product Search.

Integrated Results

One of the main changes is that you no longer need to click on the “Shopping” tab. Bing will automatically show product lists based on the intent of the search query. So if they think you are looking for a product, they will push out the info for you.

Product Snapshots

They are also bringing Snapshot technology to expose more of the details you need for a specific product, like specs and reviews, to make a decision without having to click to another page.

snapshot

Rich Captions

Rich Captions is a new free service which gives you an opportunity to provide information about your products directly on the Bing search result pages. Your product’s price and availability may be displayed below the search algorithmic results linking to your product’s page. This new experience will begin to roll out in the next month. To participate, you will need to submit your product catalog via a feed. If you are a Product Ads beta customer, this feed is the same as your Product Ads feed or you can create a new one.

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Product Ads

Like Google AdWords Product Listing Ads, Bing Product Ads will allow you to promote products directly on the search results page. The ads are delivered on both Bing and Yahoo! search result pages and will allow advertisers to include product details such as image, price and description within their ads, delivering key information about the product offers that will help users make informed decisions before clicking on the ads (which improves the conversions). This program is currently in Beta, so keep your eyes open for your invitation to join the program.

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View Paid & Organic Search Query Reports Directly In Google AdWords

Google released a new report where you can see you paid and organic search data directly within AdWords. This report will give you a high level overview of Clicks, Queries and your CTR.

paid-organic

Today, we’re announcing the addition of the paid & organic report in AdWords, a new report to help you analyze and optimize your search footprint on Google. Previously, most search reports showed paid and organic performance separately, without any insights on user behavior when they overlap. The new paid & organic report is the first to let you see and compare your performance for a query when you have either an ad, an organic listing, or both appearing on the search results page.

Here are some ways you can use the paid & organic report to measure and optimize your search performance:

  • Discover additional keywords. Use the report to discover potential keywords to add to your AdWords accounts by looking for queries where you only appear in organic search with no associated ads.
  • Optimize presence on high value queries. Use the report to improve your presence in paid results and monitor your high value queries for organic results.
  • Measure changes holistically. As you test website improvements or AdWords changes to bids, budgets, or keywords, you can more easily report the impact across paid, organic, and combined traffic.

Read the full post here.

Google Shopping Unique Product Identifier Requirements Deadline On September 16th

Google announced that they will be enforcing the new unique product identifier requirements to continue improving data quality on Google Shopping. See the full reminder from this afternoon:

A few weeks ago, we announced that we’ll soon be enforcing the new unique product identifier requirements to continue improving data quality on Google Shopping. These new specifications help us serve better results to users while creating more opportunities for merchants. We highly recommend making the necessary changes to comply with data quality requirements, as better data quality is a key lever to improve the performance of your Product Listing Ads campaigns.

Beginning on September 16th, all previously exempt accounts in France, Germany, and the United Kingdom as well as all accounts in Australia, Brazil, Switzerland, Czech Republic, Spain, Italy, Japan, and the Netherlands will begin to be subject to these new requirements. By November, all violating offers will be rejected and will not be served through Product Listing Ads. These new feed specifications are already being enforced for all accounts in the United States and non-exempt accounts in France, Germany, and the United Kingdom.

In September, we’ll also begin enforcing correct use of the ‘identifier exists’ attribute. To avoid disruption to your traffic, please ensure that you’re only submitting ‘identifier exists’ with a value of FALSE in categories where unique product identifiers are required but no such identifier exists for an item (for example, custom goods). Please review the latest product feed specification to learn more.

To help merchants with this transition, we’ll be broadcasting Google Shopping Office Hours via a Hangout on Air on Tuesday, August 27, 2013 at 9:30 am Pacific Time. We encourage you to join us to get advice about data feeds and unique product identifiers. If you already know what you’d like to ask, feel free to post it in the comments now. You’ll be able to submit questions during the Hangout on Air as well.

Make sure you don’t get dropped out of Google Shopping. Here’s what you need to do:

Include unique product identifiers in your data feed
  • Apparel categories: ‘brand’ is required. Additionally, for the categories listed below, you must submit at least 1 out of ‘gtin’ or ‘mpn’:
    • ‘Apparel & Accessories > Shoes’
    • ‘Apparel & Accessories > Clothing Accesories > Sunglasses’
    • ‘Apparel & Accessories > Handbags, Wallets & Cases > Handbags’
    • ‘Apparel & Accessories > Jewelry > Watches’
  • Media and software categories: ‘gtin’ is required
  • All other categories: at least 2 of the following 3 identifiers are required: ‘brand’, ‘gtin’, and ‘mpn’.
  • Exception: in categories where unique product identifiers are required but no such identifier exists for an item (e.g. custom goods), submit ‘identifier exists’ with a value of FALSE.

If you don’t provide the required unique product identifiers, your items may be removed from Google Shopping. For all your items, we recommend submitting all three attributes (‘brand’, ‘mpn’, and ‘gtin’) where available.

Required Product Categories

Please note that it is possible that none of your products will appear in Google Shopping if your data feed does not include the required unique product identifiers in all categories, except for custom goods.

Custom goods: Custom goods are one-of-a-kind items for which no unique product identifiers exist, like vintage goods, collectibles, art, perishables, books published before 1970, and other special items. Custom goods can be in any product category.

Category Identifiers required for each product
Media (i.e., Music, Movies, Video games) UPC, EAN, or JAN
Books ISBN (Either ISBN-10 or ISBN-13. Exceptions apply for books published before 1970.)
Apparel (outside of the Shoes, Handbags, Sunglasses, and Watches categories)* Brand
Items in the Shoes, Handbags, Sunglasses, and Watches categories Brand and at least 1 of the following 2 identifiers:

  • UPC, EAN, or JAN
  • MPN
Custom goods The ‘identifier exists’ attribute must be provided with a value of FALSE.
All other At least two of the following three identifiers:

  • UPC, EAN, or JAN
  • Brand
  • MPN

*Definition of Apparel: To see the scope of the apparel category, please visit the ‘apparel and accessories’ section of the taxonomy chart.

Plot Charts By Day, Week, Month & Quarter In Google AdWords

Search Engine Roundtable reports that Google AdWords now has the ability to plot your charts by day/week/month/quarter. This is something that always felt like it was missing because I always use this in Google Analytics.

Plot your chart data in AdWords by day, week, month, or quarter

How many times have you wished you could get a quick snapshot of how your search traffic is trending, and in the time increments that matter to you? You might want to see weekly trends if you refresh your inventory on a weekly basis, or if you have quarterly sales goals you might want to track your performance trends by quarter. Today, we’re making it easier and faster to get a customized view of how your performance is trending with a new button right above your chart in AdWords that lets you toggle between Daily, Weekly, Monthly, or Quarterly data (shown below). We hope this will save you time and make you more efficient while optimizing your search campaigns.

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Image Credit: SERoundtable

Did you ever notice this feature wasn’t there?

Facebook Is Building A PayPal Competitor For Easier Mobile Shopping

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AllThingsD reports that Facebook is building their own alternative to PayPal to make mobile shopping easier.

Facebook plans to test a new payments product that would allow online shoppers to make purchases on mobile apps using their Facebook login information, according to sources familiar with the company’s plans.

The product, sources say, would allow any shopper who has previously provided Facebook with their credit card details to make purchases on partnering e-commerce mobile apps without entering billing information.

Facebook confirmed the test, which is expected to launch in the next month or so, to AllThingsD.

Thrillist-owned JackThreads, a flash-sale shopping site for young men, is the pilot partner. The company has a strong relationship with Facebook, sees a good chunk of revenue come through mobile phone purchases, and may also have a decent demographic overlap with one particular segment of Facebook users — gamers — who would have provided the social network with credit card information. It will be interesting to see if Fab, another close partner of Facebook’s that does well on mobile devices, will follow suit.

Would you implement Facebook Payments on your site?

Google Releases AdWords Editor 10.2 Featuring Upgraded Sitelink Support

Update: Google just posted about the new Editor on the AdWords blog.

Google tweeted that a new version of AdWords Editor is now available for download. However, it doesn’t seem to be available from the AdWords Editor page yet. It is available through the help section though.

A full list of the changes can be found here:

  • View upgraded sitelinks on the new Extensions > Sitelinks (upgraded) tab.
  • Add, edit, or remove upgraded sitelinks at the campaign or ad group level.
  • Copy and paste upgraded sitelinks between campaigns or ad groups.
  • Include upgraded sitelinks in imports and exports.
  • Change a sitelink’s platform targeting (all devices, desktop and tablet devices only, or mobile devices only), or the device preference for an individual sitelink (all or mobile).
  • Schedule start and end dates for your sitelink to run, or set it to run specific days of the week and times of day.
  • Disable upgraded sitelinks at the ad group level.

eBay Commerce Network (Shopping.com) Launches New Merchant Center Interface

eBay Commerce Network

eBay Commerce Network, the backend Merchant Center for Shopping.com has just launched a new interface. It looks pretty great at puts a lot of additional information right in your dashboard.

Check out the full email from eBay Commerce Network below.

Hi Partner,

We are excited to announce the launch of our new and improved Merchant Center!

We refreshed this tool with a more intuitive user experience to help you make better data-driven decisions, improved the load times, and introduced new reporting.
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Your New Home Page
The new Summary page helps you stay on top of key campaign information, including your latest performance trends. Now, when you log in, you’ll have instant access to an interactive campaign dashboard displaying your performance trends.

Enhanced Reporting Platform
Our improved reporting tools provide deeper insights into your campaign, helping you analyze and optimize performance on our network. You can now utilize a visually rich reporting dashboard, with key campaign trends by day, week, or month, YoY comparisons, and more.

Sophisticated new bidding tools
We’ve developed powerful bidding tools to help you increase product exposure, drive more traffic and grow sales. You’ll benefit from a more seamless and intuitive bidding experience as well as instructive videos and tips to help you bid smarter.

For more details on commonly used features check out our Help Center.

Sincerely,

Merchant Services
eBay Commerce Network

Commonly Used Features

Unique eCommerce Vine Video Marketing Samples

Recently, Brianna Wills published some examples of brands and companies using Vine to market their websites.

Since its inception, the Vine application has grasped the attention of various people worldwide as this mobile application enables them to record six second videos that can be shared on different social networks like Twitter, Facebook and more. In just 6 months, this application has grown to 13 million users. Various eCommerce merchants see the value in Vine. Today, you will find various eCommerce businesses that are using Vine videos for their eCommerce business for different purposes.

I figured I would showcase some additional examples of Vine videos that are really engaging potential customers.


Unboxing Vine from DrJays


Product Highlights from Zappos


Lineup from Diesel USA


Sneak Peak from Steve Madden

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