Is every item on your eCommerce site the same price? Of course not! Every item you sell has a different price. Are you using a cost per acquisition (CPA) model for your Pay Per Click advertising? This model only works well when all conversions have the same value.
So you have an ecommerce website but your traffic sucks? If you want to boost traffic and profits then you need to use search engine optimization (SEO) to help people find your site and make them stick around when they to. Here are 17 tips to get you started.
When your AdWords success is measured in terms of cost-per-acquisition (CPA), all of your activities support optimizing for CPA. CPA works well for businesses that are interested in capturing as many leads as possible. But for eCommerce companies, it is not the right way to measure and grow your PPC efforts. We have looked at hundreds of AdWords accounts and we repeatedly see four ways the CPA model stalls your AdWords growth and success.
So, you’re responsible for the marketing budget for an e-commerce site. You and all of your competitors are almost certainly allocating a portion of that budget to Google AdWords. Unless you are only selling a very small number of things on your site, you are probably bidding on hundreds, if not thousands, of keywords in an attempt to have your ads displayed on the first page of a google search. How do you decide just what portion of your precious marketing budget to spend on each of these keywords? In this article, we will review several techniques that you might use in increasing order of sophistication.
Every day at Finch we speak with many ecommerce business owners, executives and online marketing professionals about their AdWords programs. These discussions are driven by pain points and opportunities they feel exist in their programs which often leads the dialog here:
The problem with heading down this path is it’s like rearranging the deck chairs on the Titanic; it makes you feel good, but the inevitable is just ahead—losing sales to the competition; also known as failure!
There’s a chill in the morning air. The sun goes down earlier. And believe it or not, the holidays are just around the corner. Holidays are most hectic for eCommerce companies trying to get the most out of the holiday shopping spree to come.
Shopping patterns have changed dramatically with the increased use of mobile. Below is a infographic from Think with Google with 2015 data. Nowadays, the shopper on Black Friday is most active in the afternoon between 2:00 PM - 4:00 PM! Not in the early morning as they once were. Shoppers know they can still access the deals online without fighting the parking lots, facing cold weather and wrestling cranky shoppers.
Attribution is a hot topic in PPC and almost everybody has an opinion. I have read many different posts where so-called experts are comparing attribution to a football/soccer team where the striker is the “last-click converter” and the defender is the generic “assisted converted keyword.” It all makes a lot of sense to me, however each post lacked evidence to back their opinions. To me, the whole idea was too easily bought - perhaps because it logically made sense.
But as I dug into the concept, investigating this idea using actual data, I discovered that there is no such thing as “strikers” or “defenders”; instead, 95% of all keywords are “all-rounders”. Sometimes they function as the last-click converting keyword, other times they assist.
Bjorn just hit publish on a brand new eBook outlining the AdWords strategies eCommerce companies must employ to grow revenue and profit with PPC.
If this eBook were written as a tweet (you know, 140 characters or less), it would read:
“Buy profit not acquisitions. AdWords must be a sales channel, not an ad expense. See how one company increased revenue by 310% and profit by 169%!”
While a tweet sounds intriguing, this eBook goes into detail about each of the steps necessary to accomplish this. This strategy addresses the unique requirements eCommerce companies have for PPC. Specifically, managing the complexity of offering multiple products, each with different prices and profit margins, and setting the right cost targets.
Holiday shopping is about to be in full-swing with Black Friday and Cyber Monday coming in a few days. Some interesting digital advertising trends are happening in this year's holiday season, so we put it all together in an infographic that offers more than just stats. Once downloaded, clicking the gift tags will give you additional information to boost your shopping sales. Download the infographic here.
We hope you enjoy it and have a Happy Thanksgiving!
Our COO, Jason Lowry will be speaking about the ways programmatic advertising is changing the future of paid search. If you're in the area, make sure you stop by to see what he has to say and how you can make significant changes to your digital platforms to succeed!
To learn more about Finch, just read our blog!
The aftermarket automotive parts is big business - estimated as a $257 B industry in the US alone. Why? Because people like to customize the look of their cars and improve the performance above what the original manufacturer provides.
Some people like to change the style to express their unique personality. Others like to add a utilitarian feature like a rack for carrying equipment for their favorite outdoor activity.
And there are those individuals who upgrade their cars to squeeze out every extra bit of performance. For example, lighter wheels, high-performance tires, ceramic brakes - and of course the infamous nitrous oxide boost.
Adwords makes it easy to get your online advertising up and running. It runs reliably and performs well, but there are circumstances where you want to customize it.
SALT LAKE CITY, Utah (August 20, 2013) - Utah-based company, Finch, was listed alongside the best of the best private US-based companies, ranking #145 overall, #12 in the software company category and #4 in Utah, by the Inc 500 list published today. This was the first year Finch was eligible to be nominated for the Inc 500 list.
This Monday Google AdWords made a huge change to ad positions. From now on, Google will display four ads on the top of the results page and three ads on the bottom. Google saw that the click-through rate of the side ads was poor so they will no longer display those side ads, limiting the number of ads from 11 to a mere seven.
Google limited the supply of available Ad space, so the same amount of companies are now competing for less real estate, increasing competition. This will most likely impact pricing. As any economist will tell you, when supply is limited and demand remains the same, price increases. The same amount of companies are now competing for fewer positions, which means those willing to pay more could potentially have an advantage.
The landscape for online shopping has changed. This especially affects the holiday season where shopping is the name of the game. Instead of rushing around the malls and getting out of bed at the crack of dawn to get the best deal, nowadays, people are armed with all the information they need in the comfort of their own home and even in the palm of their hand. Paid search plays an integral role, providing shoppers with their most preferred channel for gift inspiration.1 See below for a helpful calendar for highest search and spend days.
The first time I went to an auto auction, I found what appeared to be the exact car I wanted. I was determined to win! The car looked like it was in perfect condition so I started bidding; ultimately winning! Full of excitement, I walked over to get my receipt and an elderly gentleman stopped me and asked if it was my first time at the auction. I knew he was just about to burst my bubble. “You didn’t bother looking at the other side of the car,” he said. I grimaced as I walked around and saw a huge dent in the other side of the car. My new car was going to cost several hundred dollars more in bodywork and it was too late for me to change my mind.
I had fallen victim to the “winner’s curse.” I didn’t have all of the information going into the bid and I had underestimated the total cost of acquiring this car. I paid more in the auction than the car was actually worth, after adding in the cost of bodywork. I could have easily avoided the “winner’s curse” by walking around the car and determining the actual value of the car before I bid on it. The more information you have, the more easily you can bid both accurately and aggressively.
Every day I talk to eCommerce companies who have unwittingly fallen victim to the “winner’s curse” in their PPC campaigns. Many online businesses are happy with their PPC campaigns performance because they hit a target CPA. If they take the time to calculate the revenue generated through PPC, they will find that they, too, are victims of the “winner’s curse.”
At Finch we talk to a lot of people who use AdWords. They rank from complete newbies to hardcore superstars. But we’ve never met anyone who still can’t improve.
When people first learn about Finch, they commonly ask, “Is Finch an Agency or a Tool?” Simply put, we’re neither! We're a managed solution.
SearchMetrics, an SEO technology partner, is hosting Visibility_14 an SEO user and expert conference July 16-18th in Chicago. Industry experts from all over will be convening to discuss search trends, data and success stories. Our very own Bjorn Espenes will be joined by search experts from companies such as: Walgreens, CBS Interactive, GoDaddy, eBay and many more.
There is a new era of AdWords developing in front of us. The increasing speed of enhancements from Google combined with more available data are creating opportunities to separate you from the competition. Most advertisers on Google have limited technology access, limited quantitative tools, some access to best (manual) practices, and depend on people for their success. People are critical; however with technology, tools and best practices create miracles in the AdWords arena.
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Vi har med stor tilfredshed anvendt Finch siden 2012 og har ikke blot øget vores konverteringsrate og omsætning betragteligt i et meget konkurrence præget marked, men samtidigt nedbragt udgiften per konvertering med næsten 40%
Lisbeth Guldberg Bang, Indehaver - Laerkeoglillebror.dk
Gennem vores samarbejde og tætte dialog med Finch´s yderst kompetente medarbejdere vækster og udvikler vi hele tiden vores onlineforretning.
Kaare Madsen, Partner - Bodyman.dk
Finch har været med til at øge antallet af konverteringer og omsætning i min AdWords konto betydeligt for lavere omkostninger og bliver stadigvæk ved med at øge omsætningen måned for måned.
Christian Birch, Ejer af Guldcenter - Guldcenter