PPC advertising had its highs and lows in 2012. Entrepreneurs watched as the increase in their budgets corresponded with a high return on investment (ROI). During this year you may have noticed that the rates for placing pay per click ads went down.
This was the case in ads for product listings and mobile phones. As we move forward in 2013, we have yet to see substantial movement in this area. Nonetheless, below we share with you some predictions as to what you can expect with AdWords PPC advertising:
• Increased competition on product listing ads: Few retailers dwelt on product listing ads (PLA's). This has in turn translated to low fees for placing ads. In 2013, more merchants are likely to join the bandwagon. As this happens, there is likelihood that Amazon will allow more people to access its advertising program. Google is the other player that will enjoy more patronage as a result of low cost per click fees.
• The end of "Scroogle": During the Christmas holidays, you might have noticed this campaign from Microsoft. It was meant to compete with Google’s model of selling results to highest bidders. Though it is a worthy concept, PLA are going to increase in popularity. In the end, Microsoft will have no choice but to abandon Scroogle in favor of PLAs.
• Aggressive push for re-marketing from Google: Re-marketing was popularized by Google. This was achieved through adoption into the Ad Words network. The same has now been absorbed into Google Analytics. This year, Google is expected to add Dynamic display ads. As a result, advertisers will utilize this to take their potential clients through the process of buying their goods and services. It will be no wonder that Bing will duplicate this.
• More YouTube ads: In the past we never used to have clickable ads on You Tube. Judging by the number of hits this platform has generated, Google decided to launch the feature. The way it works is that you will only pay where users have watched the videos you have posted. It is also referred to as skippable ads. In a nutshell, for any videos that get skipped, you will be safe. This exciting feature is set to get big in 2013.
• Google’s Paid Shopping: The use of Ad Words has been a success. To ride on this model, Google is expected to move Google Shopping to run on the same model. As a result, there will be more space to place advertisements. It will also minimize the possibility of duplication of results from Ad Words and those from the normal shopping activities. Since the service is no longer offered for free, you can use this chance to post products that give high return margins.
• Google Trusted Stores: Google uses this to improve the way a user shops online. Only those stores that have shown reliability in terms of shipping and support to customers get awarded this recognition. It is already in operation in the United States and 2013 is sure going to raise the bar higher.
• Overall growth in PPC: Whenever you do an online search, you will realize that there are a lot of ads appearing on the screen. These translate into huge revenues for Google. As a result, the search engine giant will stick to the PPC advertising model and increase the prominence of ads in all search result pages. Especially for ecommerce PPC advertisers, through the use of PLA's, Google will not only increase visibility through organic searches but from the ads as well.
This is just the tip of the iceberg for PPC advertisers. It's hard to tell exactly what the future holds, so stay abreast some trusted such as Google's API forum and the official AdWords community, to name a few.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...
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