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Ecommerce Search Engine Marketing: Opportunities in Long-Tails

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.

Ecommerce Internet Marketing - SEO or PPCThat 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.

The Search is in the Long-Tail

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.

Ecommerce Search Engine Marketing

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.

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The Importance of Defining Industry-Specific PPC KPI Benchmarks

PPC KPIsEnough has been written in Pay Per Click (PPC) and SEM, as more and more companies struggle to find their footing in an ever shifting paid search environment as Google’s Adwords platform continues to change the rules of the game.

As the leaders of the paid search arena, Google strives to increase revenues and user experience by introducing new services and features of their Adwords program such as the inclusion of dynamic ads and/or ad extensions.

Paid search campaigns are constantly moving and need regular attention to manage effectively. Pay Per Click advertising managers strive to optimize their clients' PPC campaigns by managing their KPI’s (Key Performance Indicators), namely Click Through Rates (CTRs), quality score, Conversion rates, and ad spend ROI ultimately determine the success of an Adwords PPC campaign.

Strategies and approaches differ from PPC expert to expert, as some assert the importance of a manual bidding strategy while others back a click value approach and thus shuttering the hopes of a clear and forward consensus on the matter.

Keyword match types, ad scheduling and even targeting play huge roles in PPC marketing campaigns, but another major common mistake are the general benchmarks set up by individual firms and companies. Sure a 6% CTR will be more appealing than 3%, but depending on the industry and competition level, how can you accurately determine the overall health of a campaign?

Establish PPC KPI's Relevant to Your Client's Industry

KPI Benchmarks differ widely between industries and this is a fact that often tends to be overlooked. You shouldn't compare KPI’s across different industries as this will only hinder the understanding of the market, the public and ultimately the campaign.

To further illustrate this point, lets take the commercial beverages industry versus the hospitality industry as two completely different industries with two entirely different target audiences who have different buying expectations. CTRs, traffic, and conversions may be substantially higher for the hospitality industry because of the nature of how users search and purchase hotel rooms, vacation trips, airline tickets, etc., online.

Meanwhile, for the wholesale/commercial beverages industry for restaurants, hotels, convenience stores, etc., the terrain is slightly diverse as people would rather deal with actual sellers and are reluctant to purchase these products online.

You can further refine your campaign performance with metrics found in Google Analytics. Metrics such as bounce rates, average time on site, the number of pages visited, and those who convert in the goal conversion funnel can paint you a clearer picture of how well the PPC campaign is performing.

Analyzing these metrics also allows you to make informed decisions on modifications that need to be made to your PPC campaigns to maximize performance by negating keywords that aren't proving to be profitable, updating ad copy, modifying your geographic targets, or decreasing your bid amounts on certain devices.

All in all, the current framework provides marketers with a wide array of resources; the results vary in their interpretation of those KPI’s and their PPC strategies.

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3 Pillars of a Powerful Ecommerce Marketing Strategy

Ecommerce Marketing StrategyThe secret of making an ecommerce site profitable is to develop and formulate a sound marketing strategy. A cohesive, mindfully-orchestrated, and powerful ecommerce marketing strategy will go a long way in helping you to attract prospective, in-market customers, and thus earn a healthy return.

To get started on the righteous path of developing your ecommerce marketing strategy, below are three essential marketing strategies that can elevate you ecommerce site from mediocre to something extraordinary.

Search Engine Marketing

SEM is touted as an art of internet marketing that incorporates certain techniques to promote better website visibility and attracts more traffic by boosting page ranks. Visibility is the key to success amidst the stiff competition that prevails in the internet sphere.

This type of marketing system is considered useful for most businesses to enhance their visibility through advertisement and optimization. Search engine marketing encompasses both Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising, which are the two viable options for optimizing your web presence and increasing the amount of traffic to your site.

If these are endeavors in which your company as already pursued, then perhaps consider an ecommerce SEO assessment or perhaps a consultation in PPC campaign optimization.

Content Marketing

The main idea behind content marketing is to attract, acquire and retain customers by consistently creating and distributing relevant and valuable content. As it lures and attracts the prospective customers it is touted as a “pull” strategy rather than a “push” strategy. You can share information about your business in the form of e-books, blogs, press releases, videos, audios and online events.

Social Media Marketing

Using social media sites for marketing can bring about a dramatic difference to your business. You can engage with people and share content on Facebook, Twitter, Google+, Youtube, LinkedIn and Pinterest. The indomitable growth of social media has made it a valuable tool for businesses to promote products, services and create brand awareness. No wonder top marketers are consistently using social media marketing techniques to retain a commanding and dominating position in the market place.

Cohesion Yields Synergy

Search engine marketing, content marketing and social media marketing are different Internet marketing methodologies to promote a business online and to build brand recognition. The ultimate goal of all of them is to drive huge traffic in order to make a strong online presence.

Yes, all these three are creative online marketing strategies to succeed online. All these innovative marketing approaches are interrelated and a cohesive approach will not only help one in attaining leading positions but also promote solid brand building. Integrating these breakthrough approaches and consistently utilizing these marketing techniques can enable an ecommerce website to aggressively and passionately thrive in this highly competitive business world.

All the above discussed ecommerce marketing strategies are the cornerstones of a successful ecommerce website. All three aims at increasing traffic to your online ecommerce website, improving your page rank and to bring in more customers. Attraction marketing strategy is the prevailing trend as it helps people chasing you rather than you chasing them. Incorporate a cohesive approach of these marketing strategies and rule the internet world.

 

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