Google News including AdWords, Shopping, Merchant Center & Editor.
When we start with any e-commerce client we always talk about the importance of measuring conversions and establishing a CPA (cost-per-acquisition). With the GAnalytics e-com module in place this is fairly straightforward to do. Or at least it appears so on the surface. The reality is that the e-commerce module under reports the number of conversions generated by AdWords. Why? Because the e-commerce module assigns the sale only to the channel of the last click. Now, think about your own behaviour when you purchase something – do you just click once and purchase, or do you go away and po..
When setting up a new Shopping campaign, the first task is to set up a Merchant Center account and upload a feed to it. At this stage a number of feed attributes are required as mandatory and until those attributes are approved the feed will not work. The website is also required to meet a number of requirements, which are listed below. · Accurate contact information. Your website must display sufficient and accurate contact information, including a telephone number and/or email. · Secure checkout process. Payment and transaction processing, as well as collection of an..
If you haven’t tried AdWords to promote and grow your business yet, where have you been?! If your business has a website (if it hasn’t, then that’s another question!) and you want people to see the website and complete some kind of action like – 1, Buy something 2, Download something 3, Contact you 4, Come and visit you Then AdWords is a fantastic tool for driving highly targeted traffic to your website. What do we mean by highly targeted? Well, we mean individuals who are already looking for a product or service like yours. They’ve shown intent by searching for it! If they see y..
The Dimensions tab proves a whole host of actionable reporting for use managing AdWords. Functionality is far too long for a single post, so this will concentrate on using it with Shopping campaigns. To navigate to it, select All online campaigns, then select the Dimensions tab. Choose the date range you wish to query. Then select View > Shopping. A further menu of Category, Product Type, Brand, Item ID, MC ID, Store ID, Channel and Channel Exclusivity appear. In most cases, MC ID, Store ID, Channel and Channel Exclusivity are less useful. So leave those aside. Category..
CPA stands for cost-per-acquisition. Quite simply put, it is the marketing cost of a sale. In order to track a CPA you will need to have installed the correct e-commerce tracking options for your website. Using AdWords conversion tracking, you’ll see two columns in your reports (you may need to edit your columns to see this). The cost per converted click column equates to your CPA. It may be that this figure is much higher than you were expecting, or hoped. It is worth remembering though, that this does not take into account any phone sales generated (should you take orders by..
One of the fundamental advantages of AdWords over traditional advertising is the ability to establish an accurate return on marketing investment. In order to do this though, the correct tracking code needs installing on the website. There are two common and free options available. Google AdWords conversion tracking – AdWords conversion tracking displays tracked conversions within the AdWords interface. The advantage is it’s relatively simple to install (the code sits on the post-conversion page) and makes the relationship between keywords and conversions simple to interpret. The downsi..
Anyone advertising on Google for a period of time will have noticed their CPCs rising. In some cases this can be as much as 25% in a year. Why have average CPC’s risen so sharply? Simply put, competition has increased. More and more advertisers are seeing the benefit of advertising through AdWords. With increased competition comes increased bids (remember AdWords is an auction system) and therefore CPCs have risen. AdWords only displays eleven text ads per page (plus five or ten ads in Shopping campaigns) and so competition to appear in those eleven spaces is fierce. What can I do..
This week saw the introduction of a completely re-engineered AdWords Editor tool. Google claim it is the biggest update to the application since it was released in 2006. It certainly looks very different, with a completely redesigned interface and a more modern design. Dare we say it; it actually looks a little more like Bing Ads Editor to us. New features allow the opening of multiple windows to view different account elements simultaneously, a new panel for list types, an advanced search function and advance..
If you are running e-commerce campaigns you’ll understand the importance of Shopping campaigns to your account performance. You may also have felt the frustration of trying to get good quality data and insight to improve performance. This week Google announced a couple of new features to help with this. Diagnostics Understanding why products were in review, disapproved or simply not appearing in your feed was something of a black art. Now Google are proving a whole range of additional diagnostic features to help, including a historic overview of products and a downloadable report contain..
Google announced this week the introduction of real-time updates within Ad Text using the AdWords platform. So, for instance if you run offers or sales you can now include a message to say that the offer or sale is ending in X number of days. X being the live countdown. Great for conversion no doubt, but reading the documentation this isn’t for the faint-hearted or amateur Ad Words fiddler! You’ll need to upload ‘Ad customiser data’ in the form of a spreadsheet. Understand how to insert parameters into the Ad Text (a bit like dynamic text) and then master the COUNTDOWN function with two ..