Insights on Branded & Non-Branded PLAs by Optimizing Your Google Product Listing Ad Campaigns.

Google Shopping Ads, also called Product Listings Ads (PLAs), which are an efficient and affordable way to drives sales for the businesses. It helps to capture customers moment of their shopping intent due to their prominent placement on search results pages and with their visual format. Google Shopping campaigns are often lumped in with traditionally paid search campaigns, but they’re actually quite different. Yes, they’re based on a cost per click pricing model. And yes, they can be managed within the AdWords interface. But that’s really where the similarities end. To be successful with Product Listing Ad campaigns, you need a unique strategy and specific tactics to complement the other marketing campaigns you undergo in your e-commerce platform.

Product listing Ads are targeted by products and product categories, not keywords. Advertisers set a bid on a product, and then Google decides which keywords are relevant such as product name, category, image, pricing, color, size, availability, brand, and description.

Here are some important tips for managing and optimizing your Google Shopping campaigns.

• Optimize Your Feed with  Tactics

SEO, the most important element in your campaigns (Title or a feed manager), including brand name, color, size and material in the product title make sure your title, as well as the description, should be clear, descriptive and useful for the customer.

• Product Images

Ensure that each product has a relevant and targeted image. Use photos that differentiate your product from others listed in Google Shopping ads, helping your ad stand out among the competition.

• Include Negative Keywords

Add negative keywords to indicate which should not be shown on. Start by adding known irrelevant terms, then continue to review your search terms report to identify low performing terms. Negative keywords can be used at the campaign level or added to specific ad groups. An easy place to start is borrowing some of the negative match tactics used in your Adwords ads.

• Eligible for Ratings & Review Count

Sometimes Google will show a star rating and review count under the product title in PLAs. These ratings can help to make your ad stand out, and showcase the quality of your product. The ratings and reviews are aggregated from multiple sources.

• Best Selling Products

You should focus on your best selling products. Consult your BigCommerce analytics or Google Analytics data to see which products are demanding more. Add these best sellers to a specific ad group and raise the bids to increase exposure of these popular and profitable products. If a product isn’t performing well in Google Shopping, remove it from its current category and place in a new ad group with a lower bid.

• Larger Feeds Get Better Exposure

If you have few items for your product catalog, then start with a single ad group, rather than breaking out the account into multiple ad groups or product categories. This will help you to determine the better track and optimize performance through this-single ad group.

• Send Your Feed to Google Every Day

Google will ensure that all information is current and accurate. This can help to increase the likelihood of placement, as Google favors merchants that provide consistent and clean data. It also creates a better experience for searchers, making sure that the information they see in the ad is the same information they see when they click-through to your site.

• Optimize Feed for Automated Extensions

Automated extensions use the information to submit Merchant Center and through your data feed to show free shipping or price drops. Ensuring these messages will increase the likelihood of extensions being added to your ads.

• Make Sure to Include GTINs

Google states that Global Trade Item Numbers (GTINs) help to determine about all new in-stock products which are advertised through Shopping campaigns to increase its exposure with more details on the product.

Google Product Listing Ads are a great complement for AdWords campaigns. A product feed is a simple file on your server, which Google looks for to quickly gather details on all your products. Think of it as an index in a book. Besides listing all of the products it tells Google everything it needs to know about each product from the location of the picture to the price.

A challenge when doing SEO for e-commerce sites, how to choose keywords for product pages. When it comes to e-commerce in particular, there's always a question on a pages basis of which keyword will be right for this. Especially for existing sites it need an SEO updates. Look at the results for keywords related to your topic and get a sense of which words deliver the most similar results. Find the related topics that deliver similar results, note those words, and then use them on your page and identify what represents a good keyword and whether the results match your expectations.

What makes a good SEO e-commerce keyword?

Since e-commerce pages often have direct competition from other websites, you need to go above and beyond when it comes to optimization. You'll want to make sure to take into consideration not only the search intent of the desired customer, but also verify that the keyword you choose is actually delivering similar results in the SERP. When people search for products, you want to measure how narrow you have to go before a search result page starts displaying products similar to what you have.

Use MozBar to save time researching SEO e-commerce keywords

A common way to figure out what's showing up for a search term is to just run a search query. But when you have thousands of pages, this can take forever. This is where the Page Optimization feature helps, it allows you to stay on the website to do analysis without jumping between tabs to run search queries.

The On-Page Content Suggestions tab shows you a list of keywords that the search engines typically associate with the term you entered. Think of this as other planets in the same constellation as the keyword you entered. You can use these generally to understand what additional words to put on your page, but you can also use them to identify the target keyword for the page overall.

Line up search intent with e-commerce keywords

Starting with your highest-value products, navigate to the product page, enter in the broad target keyword for the associated category, and then select the On-Page Content Suggestions tab. Make a note of the terms that are providing highly aligned search results pages, and then move onto the next product page. Once you have list the compiled, you'll be able to be more selective and informed with your page optimization choices.

Additional tip for making your life easy

When doing this kind of research, it will save your some time by copying the URLs that show up in the On-Page Content Suggestions tab into a new spreadsheet or document.

Generating traffic to target audience, it’s important to make sure visitors get the best experience possible while browsing the store. So, with a few small-scale investments you can drive performance on conversions, SEO, and more. Let’s look at these opportunities in details.

Rewrite your weak product descriptions

From product details to features and benefits, product descriptions must pack a lot of information in a short format. You may have overlooked some missed opportunities but if you’ve built buyer brand, make sure the copy addresses the appropriate pain points and concerns. Mild descriptions meant to appeal to everyone. You can list some features, but customers really want to know how your product will make their life better. Using the same language that your customers do will help you better communicate with your target audience in a way that sounds natural for them and touches on their pain points.

Take better product photography

Photography matters, 80% of consumers considers on image quality is very important when they are making an online purchase. Decent product photos do more than just show shoppers what they are selling and they provide context to help customers visualize using the products having high-quality photos which reduce product returns due to misleading images. Use a DSLR camera, not your smartphone. Although modern smartphone cameras can take higher resolution photos, you’ll get better results from a DSLR. Shoot products from multiple angles to include several images on every products. The more perspectives and viewpoints you have, the better customers will be able to judge your product.

Build Look books & product collections

Provide more context for your products through look books, which showcase your products in use. The term look book is mostly common in the fashion industry, but the concept can be extended to a variety of industries. The photos in the look book establishes a brand lifestyle with the product photos. Product collections are another great variation on this strategy.

Start adding product videos

Adding video to product pages is another relatively low-budget improvement video’s ability is to quickly educate shoppers – is a powerful conversion tool. Videos on landing pages can improve conversions by 85%. Demonstrating  how to showcasing a product and outlining the product details, adding video on your product pages provides a whole new experience for online shoppers that helps overcome purchase objections and answers their questions. This allows to give a shoppers more overview of the product and to go beyond static pictures with a story element.

Upgrade your customer reviews

In the e-commerce site, competition is violent and there’s always someone willing to deliver cheaper and faster. That’s why social proof is more important. Customer reviews make your product pages more effective, allowing shoppers to evaluate the product based on real customer opinions and can help you to spot the product issues. It will depend on the tool’s ability to integrate with your store, your preferred functionality, and your budget. Traditional product reviews won’t be the best choice for your product or store. There are many different tools that will allow you to showcase elements of social proof like ratings and reviews.

Start doing the research and put together a strategy for how to prioritize these site upgrades. With a well thought out plan of action, you can focus on the projects that will drive the best results for your e-commerce businesses.

Are you handling a successful E-commerce website?

The digital world is filled with advertising and it can be seem almost impossible to stand above the stockade. Even creating a winning digital marketing strategy for   E-commerce can be a tricky thing to achieve, and it’s especially stiff to know where to start.

Developing a Digital Marketing Plan for E-commerce Businesses

Evaluate your strengths and weaknesses before you do anything, take a long hard look at your business model. At this stage you need to look at your competitors and find out what they’re up to and why they are doing better than you. It’s all about to focus on your weaknesses at this stage. Be brutally honest with yourself and get the opinion from who work with and for you.

Google Shopping paid ads

Showing small brand notifications in the top right, Google isn’t clearly presenting paid ads in shopping pages. Users may be unaware that the brand and product they are viewing has paid for their spot. This might not matter to the average consumer who just wants to find the item they want to purchase. If the search result did not use the usual organic search, the user may be brought closer to the action they set out to accomplish, which is actually researching and purchasing the product they desire without being lead out of Google.

E-Commerce keys within Google

The current Google Shopping layout could be an effective setup to replace the organic search results. Google may improve the shopping experience if sponsored ads were removed, organic search results were replaced with transactional queries, and users were allowed to compare products from multiple sources without being required to visit a website. It appears to be actively, to keep users with their search engine as incentives as knowledge graphs, local parcels, flights and instant answers. Shopping may be next on that list. Google Shopping ads have already been popping up in search results. Testing has just recently started for Showcase Shopping ads. This increases product exposure in Google search results.

Effective E-commerce without the Landing Page

A familiar and fast loading platform that offers one of the best user experiences available. A wide range of products from a variety of suppliers combined in one location. The ability to comparison shop between multiple suppliers without the need to load several domains. The navigation is easy to use and understand.

It is mobile-friendly and more intuitive for voice search and, compound and revised research queries. With this change, the user will initially need to click through to an outside site to complete the purchase. Google Shopping allows users to learn more about a product in Google before having to click through to a landing page and complete their purchase.

Smartphones are an exciting cross-channel opportunity which provides a relevant information and limited-time offers exactly at the right moment.

Some tips for creating a successful notification strategy

Most of us are familiar with the notifications on phones that notify us about the latest updates or breaking news. Push notifications can also notify users about special deals and discounts. Limited-time offers delivered through notifications which are particularly effective way to activate customers especially when combined with other channels. As the number of people using smartphones and tablets which continues to grow, this fast and focused type of communication presents great opportunities for marketers.

How do marketers get in progress?

An app to send push notifications

To send push notifications, you need an app for that customers can download from places like the iTunes App Store or Google Play. Your app can either be developed in-house or outsourced to a specialist provider. Make sure that your app is easy to use and it can provide an individualized experience for push notifications. It should also be easy for the users to revoke this.

When to send push notifications

Push notifications should be sent automatically based on a particular actions or events related to each customer. These notifications can reach the recipient immediately on the lock screen or in the app. Relevant offers usually results in immediate action by the recipient. To ensure that your push notifications have a convincing look and feel, I recommend that you check your notifications in advance on all commonly used mobile devices. This is because some notifications may be displayed differently on various operating systems.

Creating a cross-channel strategy

To work most effectively, notifications should be sent in coordination with the other channels, such as emails and others. With this multichannel approach it become a part of comprehensive marketing automation concept. This success depends on effective segmentation and by choosing the most suitable channel. Push notifications can be seen as the sprinters in a cross-channel mix, where relevance and speed matters most.

Managing your push notifications

Effective notification management is also important. Especially in cases of temporary deals, marketers should be decided whether to push notification and listed on the smartphones or to be replaced by another after it expires. Such an approach it also provides some interesting possibilities. As in the case of email marketing, it often send notifications. To drive messages of an advertising nature it tends to lead the subscription cancellations.