As hundreds of millions of people open Facebook accounts, it is not surprising that marketing professionals are looking for ways to tap into the opportunities presented. One way of promoting your business, your brand, or your products/services if through Facebook PPC (Pay-Per-Click) advertising.
Before you take on Facebook as an advertising medium, it is important that you know thing or two about the nature of Facebook as an advertising platform, as well as the interface itself. In this Web Ecommerce Solutions post, we dive into some details about Facebook advertising for Internet marketers.
Tapping into Facebook PPC is advantageous in that you will be able target very specific market segments. This is because you can tailor your Pay Per Click text ads to reach only select demographics, as well as individuals who are interested in certain things or activities.
Advertising on Facebook is also beneficial in that Facebook is not necessarily a search engine. Most Facebook users access their accounts at least once each day. This high traffic means you can have an ongoing Internet marketing campaign, just like is the case with traditional PPC like Google AdWords.
A characteristic common in all Facebook PPC text ads is that they wear out very quickly since they appear repeatedly to targeted users. The nice thing about its PPC advertising platform is that you can use monitoring tools to see just how fast the CTR (click-through-rate) declines.
For this reason, you should only use Facebook as a 'poaching medium' for such things as event marketing. It will not always be effective as an automated marketing funnel, unless you dedicate a lot of time and effort to it. Do not let go of your Google AdWords yet since this is entirely different channel and completely different mind-set for users.
Keep in mind that users on Facebook are on the social media site to be social and enjoy themselves. Many users overlook ads, especially those ads that are trying to sell them something.
Develop a Facebook marketing strategy that works. Have a goal in mind, such as acquire more likes and social media loyalty base, funnel users to a squeeze page, or have them opt into a contest or poll. Facebook users feed of interaction, so develop your Internet marketing accordingly.
Another solid targeting strategy while using Facebook for advertising is target your competitor's followers. This is a highly effective Internet marketing approach. Develop a strategy, such as capture more brand exposure and market share, and develop some ads that only display to your competitor's followers.
To have an effective Facebook PPC campaign, come up with keywords/adgroups and replace them with Facebook interest groups. It is these interest groups that should be used as units of analysis. Do a survey on Google with interest and demographic variables in the survey form.
For example, if you have a state-focused Pay Per Click campaign for a Illinois PPC, you can take your targeting further by pinpointing certain demographic variables that best reflect your market segment.
According to a report by the Efficient Frontier, a digital marketing platform provider, Facebook PPC ad costs are on the rise. This means companies and businesses that wait to engage with customers here will find doing so more expensive if they wait too much.
Facebook is relatively new to the advertising model compared to other forms of web optimization. The immaturity of the medium leads to the high volatility in data. It is therefore important that you study the medium for a while before making long term decisions.
The fact that Ad impressions on Google are on the rise while the same are on the decline on Yahoo! and Bing makes Facebook the second best choice after Google when it comes to PPC. It is, however, interesting to note that revenues on Yahoo! and Bing PPC have been on the increase while those on Google AdWords have been on a decline.continue...
The playing field for ecommerce marketing, whether via organic SEO or PPC advertising, is becoming even more fierce. Almost any product category that pertains to online selling is expanding with more and more ecommerce stores marketing their goods. This has made the opportunities for ecommerce search engine marketing a difficult endeavor.
That doesn't mean your ecommerce site is hopeless for search marketing. Google users, when searching for a product, often search long-tail keyword phrases. That is, instead of searching for "mens shoes," an efficient searcher will submit "men's Saucony Glide running shoes size 11."
These trends in long-tail searching enables ecommerce marketers to capitalize in many ways. Let's go into more detail below.
Understanding the concept of long-tail search is momentous for both ecommerce search engine optimization and Pay Per Click advertising, especially when competition is rough and advertising budgets are limited. This enables ecommerce marketing teams to optimize (SEO) or advertise (PPC) their inventory with great specificity. As a result, the search engine traffic coming to the site is way more qualified and more apt to make a purchase.
One of the best keyword research tools for long-tail targeting is Google's Instant feature. When you go to type a search in Google, it will offer more detailed search suggestions based on trends and popular phrases. This can enable you to drill down on exactly the types of keyword phrases shoppers are using.
After typing only "mens saucony..." Google tells use that "mens saucony kinvara 2" and "mens saucony progrid" are two popular models perhaps worth targeting. Not only do these insights offer ideas for organic SEO, but they can also help us narrow in on our ecommerce PPC efforts. For instance, we can create an ad that stands out from the competition by writing a very focal headline per each model.
For sites with limited ecommerce marketing budgets, easing into ecommerce PPC advertising with long-tail keyword targeting is great technique. When bidding on long-tail keywords, try using [exact phrase match] or use modified broad match to capture any relevant searches that include specified words. Bidding on keywords with modified broad match would look something like +mens +saucony +kinava. Any keyword searches that use those three words (regardless of any other inclusions) will trigger the ad.
Ecommerce search engine marketing, whether through PPC advertising or SEO Peoria IL, is great deal of time, effort, and money. For that reason, it is best to strategize very wisely and enter the playing field cautiously. One of the best ways to do this is targeting long-tail keywords that very relevant to your ecommerce site and the products you have to offer.continue...
Pay Per Click advertising is powerful form of online marketing for ecommerce sites. Ecommerce PPC enables online retailers to advertise their products in very targeted and precise manner. And although some keyword categories are highly competitive in the paid search playing field, employing the right ecommerce PPC strategy can be a highly profitable endeavor.
Before starting an ecommerce PPC campaign, it is critical to have specific metrics defined for which you'll measure the success of the campaign. Your initial efforts should focus on goal creation and how you intend to measure the success of those advertising goals. So whether your goals are to capture new website visitors or generate more sales conversions, know exactly how you'll measure success is an important consideration.
The greatest factor in deterring the success of your ecommerce PPC efforts is pinpointing the break-even point of your investment. Two important metrics that you'll want to focus on for break-even are cost-per-click and cost-per-conversion. These metrics define how much you spend versus how much you're making.
Another great way to improve your ecommerce Pay Per Click advertising strategy is research and learn all that you can about your target market. PPC advertising enables marketers to reach a very precise market since the marketer is control of which keywords trigger the ad.
If you are well aware of the search behaviors of your target audience, you better minimize your PPC expenditure and save on advertising costs. To learn more about specific market segments, thorough market research is essential. One way in which you can conduct research is assess the demographic data of you ecommerce sales. This will enable you to employ more targeted advertising strategies which are very powerful of Google display advertising.
It's also very important to consistently split test ads and track how different creatives and concepts are working. Once you have learned which ad variations are performing the best you can constantly refine and build upon the techniques that are working the best.
By improving the quality and effectiveness of your ecommerce PPC ads, not only can you improve your CTR (click-through rate) but the quality scores of your ad groups can also potential rise. Take the time needed to perform good content experiments and build the best presentation you can for you market.
To best manage an ecommerce PPC campaign, create a solid plan and establish the PPC ad groups you will use to run your ads. When doing keyword research, segment keyword groupings in very tight and highly relevant categories. Once you have broken apart your keyword list into related groupings, you'll be able to write a targeted ad (or multiple ads to split-test) for each ad groups.
Lastly, don't become too overwhelmed by the fierce competition of big budget advertisers. Focus on carving your very unique ecommerce niche and improving your efforts. There are a number of online resources that can offer great advice on how to reap the greatest profits from your ecommerce PPC services. Additionally, allocate a budget for ongoing education and learning. Pay Per Click advertising has a very steep learning curve (using Google AdWords) so you should be well versed on how to execute essential functionality.continue...
Ad Extensions are powerful tools in Google AdWords that allow paid search (PPC) advertisers to improve the overall appearance and click-through rates of their ads.
In short, AdWords Ad Extensions are simple enhancements that promote the visibility of an ad, and in some cases, the campaign's conversion funnel.
There are four primary Ad Extensions that you can learn to leverage for your paid search advertising efforts. These are:
* Location Extensions
* Call Extensions
* Sitelinks Extensions
* Social Extensions Before we depict each type of Ad Extension, let us first show you how to activate them in the Google AdWords interface.
First and foremost, it's important to keep in mind that Ad Extensions are set on a campaign basis. This is crucial to take into consideration, because often times campaigns are set-up to have a number of ad groups that are vastly different from one another. Just be sure that any Ad Extensions you activate will be relevant and logical for the entire campaign as a whole.
To activate Ad Extensions in the AdWords interface, open up the desired campaign in the account you're working on. Next, click the tab that says "Ad extensions," just to the left of "Dimensions."
In the "view:" drop-down option, you can activate one of the four Ad Extensions mentioned above for the given campaign. Below we define and describe the best applications for each extension.
Location extensions are ideal for geo-targeted AdWords campaigns that have local relevancy. This type of ad extension will include an address (and sometimes a phone number) directly below the ad copy. If the ad appears in the upper-most premium listings in Google search, users can click to expand the address information. This will then show a corresponding map of the specific address of the business that's being advertised.
For mobile-specific AdWords campaigns, call extensions are a highly powerful way to facilitate conversions. Call extensions allow a search engine user to directly place a call to the company by clicking the phone number in the ad listing.
Similarly, advertisers can set-up "Click to Call" mobile campaigns that are specifically designed for this functionality. With "Click to Call", businesses can run AdWords ads without a landing page, or website. All they need is working phone number to capture the traffic.
Sitelinks extensions offer many creative possibilities for paid search advertisers to improve their web presence. Under this extension, custom links can be included in the ad. This not only makes an ad stand-out more, but sitelinks can take users to a more specific landing page, which can aid conversions.
What's nice about sitelinks is that they are applicable for virtually any type of AdWords campaign. It is important, however, to ensure you're bidding enough to have premium ad exposure. Only ads in the top three premium listings will show sitelinks.
Social extensions are tied to the business's Google Plus page. The ad simply shows how many people have +1'd their Google Plus page. Like the other extensions, it helps make the ad stand-out more. In addition, implementing social extensions can help make your company appear more credible in the search results.
Utilizing Ad Extensions is a powerful way to maximize your search exposure and enhance the effectiveness of your AdWords campaigns. These features are free and fairly easy to set-up. The challenge is determining which Ad Extensions are most effective given the context of you campaigns and overall business model.continue...
When ecommerce marketers think of PPC advertising, they immediately think of serving ads to targeted users who are actively searching Google. But what happens when traffic from PPC ads not convert into paying customers?
This is where the concept of remarketing comes in. Remarketing has proven to be highly effective and cost-efficient, especially for ecommerce PPC advertisers who can serve previous visitors friendly reminders (remarketing ads) to return to their site.
But what is remarketing and how does it work for ecommerce PPC advertising?
In the world of ecommerce PPC advertising, remarketing refers to a process of serving ads on other sites to former site visitors did not convert. A common scenario is when a visitor who is adding products to his or her shopping cart and suddenly bounces. Remarketing is a way to "re-target" those shopping cart abandoners, or any visitors for that matter.
Remarketing is designed to re-engage the potential customers who did take the actions set as desirable by the advertisers. These techniques range from tailored ads and offers that are commonly found on related websites. In some cases, remarketing entails promotions (or finish you purchase and save x amount of dollars) that provide the potential customers with incentives
So how does one integrate remarketing in a way that it adds value to PPC for ecommerce advertisers? Samantha Noble of State of Search writes that Google Analytics should be the marketer’s sole choice of partner when it comes to remarketing. Noble suggests that when marketers should run one piece of code only and it should be with Google Analytics.
“It is important to only to run with one type of code and as Google Analytics allows for the most flexibility,” Noble writes.
In an article published by Google, the success rate of remarketing is amplified when it is fused with dynamic advertisements. Dynamic remarketing includes ads that remind shoppers of items they have purchased in the past or have recently viewed. This also includes advertising materials that suggest items that potential buyers may like based on their recent visits as well as purchase history. This is incredibly potent for ecommerce PPC advertising.
Noble says that when one builds a remarketing profile in Google, it is important that one should look at the incoming traffic from sources outside the business’ organization. This is done by excluding employees who regularly visit the site as well visits originating from the internal IP.
Noble adds that one should grow the remarketing list to at least 100 people before commencing the remarketing campaign. This part of the building process will allow advertisers to focus first on getting the code from Google as building a list takes time. Kickstarting a remarketing campaign may prove to be futile if the list has not yet been made.
Noble tells marketers not to be discouraged with a low CTR rate as this is only natural. The figure that matters most is the conversion rate, she adds.
“When people are searching on Google, they are actively looking for answers to questions or are looking to buy so the CTR is often much higher.”
With remarketing, the case is different. People are urged to make the purchase, shell out the money and buy the product or service. So when one looks at the performance of a remarketing campaign, one should view the conversion figures. This will ultimately add value to PPC for ecommerce advertisers.continue...
So you have an ecommerce site that sells clothing, apparel, and other accessories. But the market is so saturated that you're struggling to compete. The answer: differentiation and developing a sound USP (unique selling proposition.)
Whether for neon tank tops or organic cotton t-shirts, that ecommerce market for clothing is supersaturated. One new and exciting integration that only a select number of retailers are adopting is giving customers the option of customizing their apparel with whatever colors, designs, and material quality they prefer. Although only some ecommerce websites have integrated these capabilities, customized clothing and apparel is starting to gain a lot of popularity because it allows the customer to create something that they identify with and feel that is unique.
Many clothing companies, both casual and formal clothing companies have come up with ways that they can meet the demand of customized clothing for their customers. Selling custom clothing online directly to consumers changed the traditional way that clothing was viewed and sold.
The competitive pricing of custom tank tops and other clothing items such as t-shirts, hats, bags and others has opened up the world of custom clothing to consumers who would love something unique and for those customers who did not think that it was an option for them. Online custom clothing is a relatively new concept that began around 2007. This clothing business model is rapidly gaining ground and continues to grow. Ecommerce continues to grow with people appreciating the options and the convenience of shopping and creating things online as opposed to in person.
Well known for their custom tank tops, neon tank tops, and pocket tank tops, the TheNeonSouth.com is one of the clothing companies that has caught on to this ecommerce strategy. Customers can go online and select their preferred design or even design their own logo and the company will make custom tank tops and other apparel items for them.
This is especially convenient for organizations, fraternities, sororities, schools, corporate promotions, clubs, bachelorette parties and other small and large groups who would like apparel that identifies them. As a result, The Neon South's custom tank tops and other products have found sound groups of market segments that the company can go after via many forms of marketing and advertising. In essence, offering custom tank tops, especially neon tank tops and pocket tank tops, offers customers of The Neon South a fun and interesting to decide how they would like to represent themselves through the clothing that they wear.
Online custom clothing customers are mostly young professionals, teenagers and young adults who want custom tank tops and other clothing without having to pay exorbitant prices for unique clothing items. There are plenty of clothing options available which range from low prices to extremely high end apparel options.
Young people are looking for unique items that allow them to express their individuality without having to pay the high prices that alternative custom clothing companies have offered in the past. Many clothing companies are also coming up with models where people can have custom made and designed clothing at more friendly prices.
The way most custom clothing websites do this is by doing a common website integration with the right web-based software like Design Studio. The software allows customers to design their own custom tank tops online and the company prints them out and gets them to the customer.
The software enables a clothing company to carve out a niche in its field because of offering customization services which has a wide customer base. Custom tank tops, t shirts, hats, bags, track suits and so many other items can be offered to customers who are looking for unique and quality clothing items that allow them to express themselves.continue...
SEO and search marketing are of the main marketing strategies that can help any online retailer take business to next level. The whole process of optimizing an ecommerce website as per changing algorithms of search engines can help you rank better in the online industry. That, in addition to a number of other possibilities and opportunities with search marketing.
Since search engine algorithms continue to change, online retailers need to evolve with time to survive in the industry. We should make sure that we stay up-to-date and formulate best practices to claim good rankings for specific keywords. If you want your website to have a purposeful impact in 2015, here are five components of search marketing that every online retailers and marketer should know when marketing their website:
We all know about it, but only a few are able to make the best use of this tool offered by Google. Google Adwords offer quick and easy pay-per-click advertising option to all e-marketers and e-retailers. Best part is that you need not even make heavy investment to make use of this marketing method.
This platform provides you with great flexibility and control on a budget. You can set your PPC account and reap maximum profits. Since it is often difficult to get organic traffic on a regular basis, using a PPC strategy will help you attract targeted audience to the website. The main benefit is that you pay only when someone clicks on your advertisement.
Organic SEO is all about targeting the right keywords in the right manner. You can use tools and services offered by search engines to know about trending keywords relevant to your company niche. Once you have them, content marketing is what that lets you implement them in a way that attracts high number of audience on a regular basis.
Like local SEO, ecommerce SEO get uber niche targeted on specific brands, products, or product-types. For instance, like a local SEO firm might specialize in search engine optimization for surgeons, an ecommerce SEO firm might specialize in search engine optimization for health and beauty retailers. Try seeking out SEO providers with niche expertise.
Understanding the basic phenomenon of implement SEO strategies to attract organic traffic is the right way to optimize your website. This ensures overall profit and lasting results.
The algorithms of search engines have truly changed since the emergence of social media. Many content-based websites have become community oriented, such as Digg started allowing its users to vote out for which stories should make the front page, while YouTube factors total video views and user ratings on their front page rankings. Given all the benefits of using social media sites for marketing your business, you should focus more on establishing a strong social media presence on networking sites, such as Facebook, Twitter, Pinterest, etc. These sites send search engines signals of authority and influence.
Content is the king and there is no denying to it. Best part is that content marketing is one of the simplest forms of internet advertising. You write a minimum of two- three articles a day and your website automatically starts ranking higher on search engines. Make sure all your articles and videos or audios are unique and relevant to your business. Search engines have stated that creating and publishing quality content is the best way to rank for keywords, as well as create positive user experiences. It is one strategy that goes a long way.
If content is the king, link generation is the queen. It’s not about which website has the maximum links, but the most quality links pointing back the website. Link generation and building backlinks by submitting press releases on popular blogs in your niche is the best way to attract organic traffic to the site. The whole idea is to create newsworthy content that can influence bloggers and other websites to link that content.continue...
The Google AdWords team is introducing dynamic structured snippets which can give your PPC ads a new facelift. These automated extensions will display information that reflects the content found on the landing page of an ad.
In essence, AdWords is further delving into structured snippets which were introduced in September 2014 by lacing ads with an additional line of text. This is designed to show more specifics about the content carried on your site. Ultimately, your customers can see more specific information to make a decision on whether your site contains the information they are looking for. Not only can this help your ads' click-through rates, but also bring more qualified traffic to your landing pages.
As of now, dynamic structured snippets have been designed to work with retail, hotel as well as flight searches. A typical ad may look like this:
According to Google, this move will be good for your business by helping potential customers learn and discover more about your products or services without you having to change anything. This is because the additional information that goes with your ad will be pulled automatically after an analysis of your site’s content. You will also earn more PPC revenue as a result of your ads becoming more industry-specific and structured,
If you don’t have a problem with dynamic structured snippets, your Adwords will automatically start carrying the additional line of text/information. However, if you are not a fan, fill this form to notify Google of the same. You will still fill the same form in case you have a change of heart along the way.
Data on the performance of the dynamic structured snippets can be accessed from the Ad Extensions tab: simply click on Automated extensions report found under the “View” menu. All your other eligible ads will display performance data as before through the existing performance reports.
Like other Ad Extensions, Google will not charge you for the dynamic structure snippets, but the only for the cost per click of an ad.continue...
It is commonplace for people to complain that they are getting inadequate conversions. Some hypothesize that Google AdWords is the major culprit for such poor traffic. Some are at a crossroads about what could be causing the problem.
However, when it comes to poor conversions in an ecommerce marketing campaign, the major issue (in most cases) is problems with the landing pages.
Experts reckon that if you have a pretty good PPC account that is underperforming; not converting as expected, the landing page is the absolute problem. There is one major way of testing the effectiveness of the landing pages. It's known as A/B testing. However, this method is usually bypassed, at least by small business, because it's very tedious and expensive.
Nonetheless, you still need to perform it for higher conversion rates. A less complicated way of testing your landing pages is by benchmarking top companies that have heavily invested in the process to shorten your design and A/B testing procedure.
The following are 3 PPC tips to optimize your landing pages for greater conversions:
The top ecommrce marketing companies employ this strategy to achieve high conversion rates. It serves two main purposes: first, it makes the customers feel more appreciated because they are being awarded for just clicking; secondly, the discount invokes a purchase from the visitors and eliminates the need for them for them to browse other sites for the purposes of comparing prices.
Whatever discount you decide to offer your visitors, ensure that it brings in lucrative traffic that can increase the conversion rates and consequently, the ROI.
You have succeeded in getting the attention of your visitors through offering discounts but how long can you keep them interested to the point of signing up your forms? You see, online visitors are on the internet for varying reasons and therefore you have keep them hooked up to your site long enough to fill out those forms. But how do you do that?
When designing landing pages, you must keep them simple and short. Long templates have a higher possibility of not being completed. Another reason to keep them short and simple is that they can be easily customized to serve different audiences especially when traffic emanates from a couple of different sources.
Like stated above, there are many reasons why visitors are visit the internet and one of those reasons includes buying stuff. They will, therefore, go for sellers who offer fast processes. For this reason, if you are keen on designing a long sign up process, ensure that you split the forms into a series of many small steps. This ensures that your visitors commit themselves to signing all the forms without feeling overawed.
The above tips from top ecommerce PPC advertisers will give you an insight on what techniques are best suited for your business. This will narrow down the long and complicated A/B testing procedure. Lastly, you must test and track your landing pages to monitor who well they are working and what is actually not working for you.continue...
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