When investing money, the goal is to get a higher return than what you invested. If you do not know how to properly optimize your campaigns, then you won’t get the best ROI possible. Knowing how to properly calculate your ROI will, in turn, lead you to making smart decisions on how to invest. If you are in the ecommerce business, here are five ways to help optimize your campaigns. There comes a time in every AdWords advertiser’s life when your attempts to improve an account’s performance begins to stall. Getting an extra set of eyes on your account can be a great way to get out of the slump. We’ve recently performed several of these perspective-rounds at White Shark Media and came up with nine optimizations that you will be able to perform in your AdWords account immediately regardless of skill level.
As with any task, the hardest thing about it is to actually get started. That is why a list has been created, designed to start you off on the right track and get you in the right mindset to for the more difficult areas. PPC strategy for e-tailers can be overwhelming; especially when there are millions of keywords you’re managing within hundreds of thousands of campaigns. And, although revamping campaigns and creative strategy sounds like an attractive way to drive clicks and boost conversions, this is a highly time-consuming task, and will prevent you from implementing the most obvious and simple PPC optimization strategies.
Ecommerce marketing covers a lot of bases, from on-site improvements to testing to search engine marketing and social media. Here are some ways to optimize ecommerce campaigns efficiently :
Analyze Assisted Conversion Analyze and focus on different keywords and ads which are generating assisted conversion to maximize the optimization level. A user may click your ad, visit your website and leave without taking any action. Later on, if the same user comes back to that website and purchases the product then it is counted as an assisted conversion. Assisted conversions are the users who click your ad, go to your website, leave your website, and buy later. For example, you are shopping for a guitar, but then you leave the website to see if another site has a better deal. Then you go back to the website and purchase. This is an assisted conversion.
By analyzing what keywords and ads are giving you the assisted conversions, this will allow you to better optimize the account. By analyzing which ads are generating assisted conversions, you can split test similar ads to generate even more assisted conversions. advertisers tend to use all their products together instead of granulating. Granularity is key to maximise your revenue. Dividing your products in different categories makes them clearer for the users, but also allows you to split your budgets according to relevance and revenue potential. Here’s where custom labels step in: differentiate high from low margin products and allocate your budget accordingly.
Tagging is the best strategy to tap the assisted conversions.You can perform a finer analysis by tagging campaigns, sources, mediums, and terms which lead to assisted conversion. Tags allow you to check what exactly the user clicked on, whether that be an ad that redirects to your product page, contact or any other page. Google allows auto- tagging. Tag Everything You Can. Tag everything you can, including campaigns, sources, mediums and terms. By tagging all that you can, you can perform a deeper analysis of what triggers the assisted conversions. Tagging ads adds additional values in the URL but does not change the URL destination.
On Facebook and Bing, these are called UTM parameters. Google uses auto tagging. Tags allow you to see what exactly the user clicked on, whether that be an ad that led to our product page, contact or any other page. It’s easier to engage with a customer who has already made a purchase from you than to reach out to a new contact. Keep your happy customers happy and send them a follow-up email after a purchase. This is your chance to offer them a discount the next time they buy from you or you may ask them for feedback on your service or product. Your main objective is to draw your customers back to your site as well as continue to engage with your email campaigns.
Focus On ROI
Return On Investment Is A Key Factor We have divided the ROI into 2 parts. ROI 1 includes direct sales that mean user clicked on the ad and takes immediate action. ROI 2 includes assisted conversion. Focus more on ROI 2 for better overall performance. Focus on ROI 2 to improve your overall performance, then focus on ROI 1. Most advertisers do not take ROI 1 and 2 into consideration. ROI 1 includes direct sales, meaning the users that click on your ad and buy right away. This does not always happen, so ROI 2 includes assisted conversions. Once you optimize for assisted conversions by split testing ads and keywords, then ROI 1 will be easier to optimize.
ROI 1 is typically negative at first, but with the optimizations, both ROIs should become positive. Do not redirect potential buyers to landing pages that are too specific. People looking for blue shoes, do not necessarily want those blue shoes displayed in the PLA. They expect a page of relevant products, giving them choice. Redirecting users to more generic pages has shown to decrease the bounce rate with 35%, providing a better user experience, a higher conversion volume and a lower CPA.
Return On Ad Expenses
Focus on return on ad spends Everybody expects the best return on investment. Keep track of what is being generated for each dollar of ad spend. In order to get a good result, you have to invest. Make sure your ROAS has a good ratio to your ad spend. Evaluate how much you spend on ads. Determine what is being generated with each dollar of ad spend so that you can optimize and make sure you are getting the best ROAS. You want to make sure that your ROAS has a good ratio to your ad spend. Most of the time, the more you spend, the more you get in return. If your ROAS is very low, then you might want to reevaluate how much you spend on ads. In order to get results, you will need to invest. as mentioned above, granularity is key.
This optimisation can also be applied on extensions. Show relevant extensions for each and every product. Do not use extensions on campaign level, or you will lose the relevance of the sitelink or callout extension. What about mobile? Less is more! Do not try to fill up a smartphone’s screen with sitelinks, callout extensions and a call button. Keeping the ad simple, with a powerful title will make the ad clear enough. Free up to 10% of your budget for testing. Digital marketing is all about innovation and trying new things. Don’t be afraid to test out new strategies or tools.
API And Automation
Focus On API And Automation Users rating and experience is very crucial to know how it impacts on your business. API and Automation allow you to check what’s happening in your campaign in real time. This allows you to compare the overall results versus the last week/month results. Additionally, it helps you to check whether CPA have decreased or increased. API and automation is very important. Try to automate your reports to understand what experience your users are having and how it impacts the bottom line of your business. API and automation reports allow you to see what is happening in your campaigns in real-time. These reports will also allow you to compare the overall results versus the last week or month of results.
This allows you to see if CPAs have increased or decreased, which is very helpful. Start by segmenting your list. Then you’re going to want to create campaigns that are the most relevant possible depending on how you divided up your inactive customers. Maybe some have purchased before and you have a new product that may interest them. Again, the point is to win them back and send them to your site. This way, you can get them interested and engaged with your product or service again. And last but not least: be culturally relevant. You want people to relate to your brand, therefore you need seamless and authentic storytelling. Consistency is key. Your message can be different from platform to platform, but it has to be consistent and adapted to the platform.