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29.12.2013
In the strange corner of the world that is Search Engine Marketing, fashion retail is an amazingly competitive, often frustrating vertical. For the fashion business without a giant team, without a giant budget, and starting on the DIY marketing track: here are three simple but essential AdWords strategies to keep you competitive and improve overall ROI from PPC.
Create a separate (search network only) campaign in AdWords for branded terms (keywords that exactly match your brand name or contain your brand name). Google Shopping is a rapidly growing facet of PPC where users can search for and compare products directly in Google search as opposed to a specific retailer’s website. Also unlike search ads, PLAs are targeted through product data and categories instead of keywords. Similar to other PPC ad formats, in Google Shopping merchants bid on PLAs in a specific Shopping Campaign in AdWords.
When the Merchant Center account is linked to an AdWords account that product info is made available to the Shopping Campaign. Most ecommerce platforms fortunately have the ability to export your product feed automatically, and this is by far the easiest way to keep everything up to date. The easiest and most straightforward way to set up a remarketing campaign in AdWords is actually through Google Analytics.
One relatively new feature in AdWords that’s particularly useful for fashion retailers is dynamic remarketing ads.
Overall, the ROI or success of your remarketing campaign depends on many different factors, such as your targeting method, frequency cap, budget, and general alignment with overall advertising goals. Since many smaller ecommerce businesses need to be budget- and time-conscious when it comes to digital marketing, it’s important to focus heavily on campaigns that will best meet the business goals that brought you into digital marketing in the first place. This week’s title refers to a startling revelation by Google that 67% of mobile shoppers convert on desktop. That might sound a little odd at first blush, but one of our Threadwatch reporters has a great example of how it shouldn’t always be terribly surprising. Besides that, we’ve got threads on pagination and content writing from SEO Chat, and discussions about manual actions, Analytics referrers, and Blogspot on WebmasterWorld. But one user on WebmasterWorld wonders if giving HTTPS status to all blogs, in a blanket move, is really such a good idea. One of our long-time users, daniel.o has a great break down of what the advantages and disadvantages are of rel=next and prev vs a view all page.
User ken_b points out a particular part of this news story – 65% of all spam reports were acted on, and 80% of those acted on were later considered spam.
A Threadwatch reporter found this statistic on Twitter, as reported from someone at Pubcon Austin. On Cre8asiteforums, a user wonders what needs to be done in Search Console after installing an SSL certificate and setting up their redirects. For big eCommerce websites especially, having unique content everywhere isn’t always an option. The post Mobile Browsers, Desktop Converts: Weekly Forum Update appeared first on Internet Marketing Ninjas Blog. As marketers, we are sometimes guilty of bombarding people with content that plays on this hyperawareness of lack.
Mindful copywriting is truthful and it solves customer problems while also being respectful. Unless your company actually is the best or most innovative, cut these words from your copy. This means no double-talk: speaking about something in one way to one person and in an opposite way to another for selfish or manipulative reasons. Positive: Sign up for our newsletter to receive exclusive deals on hand-picked items from our personal stylists. While neither cruel nor condemning, this type of content speaks to The Hungry Ghost in each of us. Similar to exit overlays, negative copywriting might raise your conversion rates in the short term, but are these techniques causing you to keep the customers you ultimately want to win over?
When advertisers set up their campaigns, Google, by default, recommends serving your ads on both the Search and Display Networks.
A more effective strategy is to separate campaigns to serve ads on each network individually. Using negative keywords effectively will help to weed out some of the irrelevant and unrelated clicks wasting your money.
For example, if you are a lawyer defending DUI cases you will want to filter out terms such as: DUI alcohol limit, free lawyer, domestic violence lawyer, etc. Hopefully, these 5 critical tips for PPC success for small businesses on a budget will help you to achieve advertising success. The post 5 Critical Tips for PPC Success for Small Businesses on a Budget appeared first on Portent. Due to the nature of my multiple projects, I get many questions from readers and bloggers which I try to address in as much detail as I can.
As someone who had (and witnessed) WordPress-run sites being hosted as regularly as once a year and handled the consequences, I highly recommend focusing on the hosting service security. Speaking of changing your hosting service, yes, like I said, that’s no fun and in most cases results in lost visits, leads and income. For the past ~10 years I’ve had to deal with (optimize and customize) dozens of WordPress themes (usually with help of my tech team). To my surprise the Kickstart Pro theme was so flexible and easy to set up that I managed to do everything myself and actually enjoyed the process.
You can hook it up with Mailchimp which is free until you build over 2000 subscribers (Which will take some time to build up). It’s not that crucial for new blogs (where you can easily handle linking to your old content manually) but for older sites this one is totally a must. Simple Follow Me Social Buttons Widget: You can handle these without plugins or your theme might already have them. These are more optional at the start (Many new bloggers would want to wait until their blogs start earning some money to cover additional expenses). Viral Content Buzz PRO ($20 per month): VCB extends your social media content exposure to users outside of your own following.
Social media ads: Once I see some good organic growth (usually thanks to Viral Content Buzz), I add some social media ads to help the growth. The history-as-value clause: A lot of the work your agency does builds history, and that history is worth hard dollars.
If an agency gets grabby, insisting they don’t have to hand something over, check the contract.
I found out that I will be participating in a focus group on Monday afternoon, which means that I will miss my regular appointment with my therapist. If you think that you have no more hope in your personal and business life, listen to me: Watch this video and listen closely word-by-word.
Lisa Nichols exploded on the stage at the Summit with a force that was as powerful as her colorful red and black tie-die maxi dress. Learning to manage your time effectively as a self-employed professional can be the difference between success and failure. Set a work schedule: As a self-employed professional, not punching the clock may feel like a great benefit.
Determine Response Guidelines: When a client or vendor sends you a new project to do, there is always an expectation to get it done fast.
If you're a fan of periodically cleansing your Facebook friend list, a new study suggests you might want to think twice before you click that unfriend button: The negative effects of giving someone the axe online appear to extend into real life.
As for what kinds of consequences, Sibona's research found that 40 percent of survey respondents said they would avoid a person who unfriended them on Facebook if they saw him or her in real life.
Women were more likely to avoid those who had unfriended them, but the results didn't suggest why that might be the case. Based on 582 responses collected through Twitter, the study showed that various factors influence how people handle being unfriended. Other circumstances that might affect a person's reaction to being unfriended included geographical distance between the unfriender and the unfriended, if the unfriended person believed the slight happened as the result of offline behavior, and how the person who was unfriended felt about the relationship. In terms of why people unfriend on Facebook, Sibona's 2010 research explored this very issue. That 2010 study also found that people who initiate the Facebook friendship in the first place are more likely to be unfriended later, more so than the ones who accept friendship requests on the social network. Other data have shown that some Facebook users may limit time spent on the site if they feel the interactions they have there don't merit frequent usage.
These new findings from Sibona and Pew come on the heels of another piece of research, released last month, that highlighted some of the negative ways in which Facebook can impact the emotions of its users. Remember when you were having that really bad day and blasted Carly Rae Jepsen's "Call Me Maybe" 23 times on Spotfiy? If you don't want to share your (possibly embarrassing) musical preferences with your Facebook friends, make sure to turn off the "Share to Facebook" button (at the top right of your Spotify desktop app). Nevermind the stress of trying to sell a hugely visual product using text ads, but especially for smaller fashion businesses, it’s incredibly difficult to stand out amongst the clutter and compete with retail giants such as Nordstrom or Target. By having your ads and products show up alongside your organic listing, you’re essentially getting more real estate within that critical search engine results page. When it comes to paid ads, you have more control over the position of your listing, where organic ranking can be a slow and labor-intensive climb to the top of the pile. By virtue of Google’s Quality Score Algorithm, your brand terms tend to be significantly cheaper for you than non-branded terms, and have the highest conversion rates. Due to the competitive nature of paid ads there is a chance that other companies may be bidding on your brand name. How well does your amazing brand statement and value proposition translate to a search result?


Assuming your brand terms get a decent amount of traffic you can quickly test value propositions, calls to action, or promos in your ads to see what performs better and use this to improve overall brand messaging. For the sake of clean data on what’s working, make sure you are not mixing brand and non-brand terms in the same campaign. Include your brand’s value proposition and some sort of call to action to entice users to click your ad. One of the most noticeable differences is that Product Listing Ads (PLAs) feature a product image directly in the search results.
There is no doubt that these types of ads stand out compared to the other ads in the search results. Since the searcher can see a product image, store name, price and other information before they even click through to your site, they’ll have a stronger sense of your product offering than shoppers from regular search ads. Similar to bidding on your own brand terms to own a larger portion of a search results page, when you advertise with Google Shopping there’s an opportunity to show both your PLA and text ad for some searches. As more and more apparel businesses shift their advertising budget toward Google Shopping for these reasons, there is almost no question of whether you should invest a portion of your PPC budget and management time on this channel. It’s essential that the product feed has all the required attributes and is up to date.
A spreadsheet created manually can provide good control for merchants who want to advertise just a small handful of products, but for a business with over 500 products it can get a little high maintenance. It allows an advertiser to target and serve ads only to users to have visited their website, a particular page or group of pages of the website, or even users who have taken some sort of action on the website. Remarketing allows you to serve customized text or display ads to this audience as a great reminder.
Where display campaigns can be used for building brand awareness early in a buyer’s journey, remarketing campaigns target an audience that is already familiar with your brand to varying extent.
Dynamic remarketing is useful in many industries but is powerful for fashion retailers because it’s designed to show an ad with the specific product a visitor viewed. For the fashion industry, which is obviously driven by the visual, Google Shopping and remarketing are powerfully targeted, visual formats that are well worth the investment. That means that they’re looking for products on mobile devices, then leaving and returning later on desktop to actually make a purchase. A user on WebmasterWorld reports that they’ve just started seeing it all over the place in Analytics. Any time that Google thinks it can answer a query for you right off the bat, they’ll feature a URL and a snippet of text from it above all other search results. So for example, if you search for birth control then Google might link you to Google searches about family planning, abortion, or fertility in their featured snippet. One of our users has been wondering whether they should use rel=next and prev, or a view all page. For the Humble Bundle, customers get to choose how much of their money goes to charity and how much goes to the video game developers. We must be mindful and respect our audience through our words, just like we do when we talk to a dear friend. One of the most effective ways you can do this is through being consistent in your communications. Many companies would choose to write negative copy, such as the following: Are you constantly losing or unable to share your work with others?
But if you inject mindfulness into your writing process and look at every word you write, you’ll get closer to selling with sincerity. It is imperative that advertisers stretch their PPC budget to get the highest return on their investment. Each network has been made to reach an audience with different goals on different types of sites.
This way, people searching for those specific terms won’t trigger your ads and cost you money. Using these tips and following other basic guidelines should help to maximize your PPC budget by increasing the number of clicks you earn and also by showing your ads to a more qualified audience. There’s a huge variety of hosting services these days and you can host your site for as little as $5 a month. They have a handy backend full of tips, resources and video guides and I eagerly went through them, step by step, until I liked what I saw. And trust me, an oldie blog like this one is in every spam database that exists, so I am getting a ton of spam comments. Usually the budget is as low as $10 and the two best-working social media networks for that are Facebook and StumbleUpon paid discovery. I don’t know why, but they cling to your stuff like the ex who never returns your houseplants. If the old agency wrote formal reports or audits, they should provide them in digital format. If your site’s built using free software (like WordPress), you should get everything necessary to re-launch the site elsewhere. 99.9999% of web analytics data is stored using cloud-based systems like Google Analytics and Omniture.
If your agency built something for you, created something or managed something, it’s probably yours. Maybe you decided to let your marketing agency own the custom e-commerce package they wrote so they could re-use it.
It helps people to find, share, and access an amazing wealth of content regardless of how they connect or where they are located.
I did get to bed late again last night, and I got out of bed in time to get to the gym to do my workout before seeing my therapist. I got up this morning, made coffee and watched a movie before heading out to run some errands. She has been doing this a lot lately: making plans, and then getting a migraine and canceling. This website does not suggest that you perform any physical activity, fitness regimen, or change in diet without consulting a medical professional.
Agreed?If you say “Absolutely!” please sign up to receive weekly updates from the extraordinary world of business, hand-picked from the web just for you. She is giving the motivational keynote at the Women of Power Summit, replacing Susan Taylor, who was unable to make it today because of the snow storms on the east coast. But when you focus on what matters most to you in every aspect of your life, you will always be clear on your definition of success as well as how to attain it. Goodness knows too often we surround ourselves with people who will tell us what we want to hear, and not what we need to hear. She has filled up the cup with water and is saying that as you fill up your cup with your abundance of time, riches, love, time, and yourself, we give too much of ourselves. Without any pre-determined structure and at the mercy of others who depend on you to get their work done, managing your time can be a challenge. However, in order to achieve more in less time, you have to set a work schedule that works with your current life responsibilities and work load and is consistent. Guidelines of return need to be set from the beginning in order to prevent the client to feel frustrated due to a delay and you working late into the night to complete a project. Therefore, it’s up to you to set guidelines that help you determine which jobs jump the priority list. By taking the time to analyze your workload and time management strategies often, you will understand the true value of your time and your business decisions will reflect that.
Another 10 percent said they weren't sure what they'd do in such a situation, and 50 percent said they would not avoid the person. For example, when the person who had unfriended someone vocalized that decision to others, it seemed to worsen the rejection experienced by the person on the receiving end and made that unfriended person more likely to steer clear of the former Facebook friend. The New York Times covered his findings and noted that two of the most commonly cited reasons for unfriending have to do with the types of content friends post: People are most likely to get rid of friends who frequently post mundane updates, as well as friends who put up controversial posts that tackle topics like religion or politics. Earlier this week, the Pew Research Center released results of a study showing that more than half of Facebook's users have taken breaks from the site for several weeks at a time. In January, German researchers found that a third of people sign out of Facebook feeling frustrated and envious of their friends. Compounding this, if you’re a smaller business, chances are you and everyone you work with are also wearing a dozen hats, to run and grow the brand. Although every account is unique and there are always pros and cons to any strategy, showing up in both paid and organic results when your brand is searched is proven to improve PPC performance.
It also gives users more opportunity to click through to a targeted part of your site depending on what they’ve searched, similar to a Sitelink Extension. By the time they click on the ad they will often be closer to making a purchase decision, especially since they can compare your product with others before clicking through to your site.
In addition, there’s even a chance that more than one of your PLAs can show for a given search. For the smaller retailer, it’s another chance to broaden your presence in search results and to stay competitive against the big guys. Done well, this can be a great moment to tap into that pleasant surprise to create a sense of urgency.
By using remarketing to show them branded merch that serves as a relevant, useful visual cue, you can strengthen brand awareness and affinity. Since the ads are dynamically created based on the product viewed this can be a great time-saver in managing PPC. And for any small ecommerce business, bidding on brand terms ensures that you’re not losing out to competitors. User Andy Langton points out that Google uses it as an example referrer in one of their blog posts.
One way I do this is by following a Buddhist doctrine called The Four Elements of Right Speech.


So it makes me happy that Dropbox found a friendly and helpful way to write their web content. Look at your cohort analysis to prove this to yourself or your CMO, once you’ve tried writing with true sincerity for a while.
For example, if you are trying to run a branding campaign to grow awareness, then the Display network is a good bet. The longer a campaign runs the more opportunities there will be to add negative keywords which are triggering irrelevant clicks.
When going through the account, you should be adjusting bids, monitoring average position, adding negative keywords and testing ad copy to find the highest converters. Most good hosting services offer one-click WordPress installation, so anyone could handle that. If you prefer short-form content or don’t use subheadings much, this one may be skipped.
So they provide an easy transition, delivering creative, PPC accounts and all the other goodies without any fuss.
If you ask for paper copies, expect to receive a bill, a call from your local environmentalists, and a complimentary membership for the Luddite Hall of Fame.
Some agencies will try to look you in the eye and tell you the keywords, campaigns, ads and everything else you paid them to create is still theirs.
The welt on my left leg is not as warm as it was on Monday, and it looks like it is not spreading. Listen as our dynamic speaker shares pearls of wisdom about the value of filling the gaps in your life over filling the blanks in your resume. For example, if you are a stay at home mom and a virtual assistant, your most productive hours may be when the children are in school or during nap times.
Communicate with your clients the estimated time for email replies as well as work completion times. Meaning you’ve got less time for hands-on, highly-complex approaches to marketing channels like PPC. Google has also done studies that show that search ads will not cannibalize organic traffic.
Again, you want to ensure you’re getting the most revenue possible from those hard-earned searches of your brand.
AdWords also offers ad extensions which you can use for no additional cost and which allow you to add additional text, links, or contact information to improve the relevance and performance of your branded ads.
Although results vary, many advertisers experience significantly higher click through rates and improved traffic volume with PLAs compared to their search campaigns. This ultimately means you drive more transactions and improve conversion rates, in exchange for letting Google show your wares. To help you get your bearings, there’s even benchmarking data within the AdWords platform that can help businesses see how they stack up to their competitors, to help you continually improve your PPC results.
Again, this is just one way of segmenting and targeting an audience in remarketing, and there are more than a few others. On the flip side, frequency caps (the number of times an ad can be shown to a user in a given time period) are important features to use.
Again, for dynamic remarketing you’ll have to have a Google Merchant Center account like you would for Google Shopping. For the bargain-hunter and the fashion mogul alike, these pieces go together like Blahniks and Burberry. And when they see what others have, all they can think about is what they’re missing.
When we hear so much speech that causes craving, insecurity, and anger, we get accustomed to speaking that way. They persuade the reader by speaking directly to them and their needs without exaggerating what MailChimp can do for them.
Without proper care, things can hit the fan quickly, negatively affecting your campaign’s performance and ROI. Believe in yourself: Your site is likely to pay for itself soon enough if you do everything right when starting out.
If your agency hands over a spreadsheet, you’re still required to set up new accounts. If someone tries to prevent that, maybe they’re not the right agency for you in the first place. I ended up meeting a friend for coffee late in the afternoon since I was beginning to feel a bit stir crazy. I left a message with my doctor today about whether or not I should continue taking the antibiotics when the Rx is done. Work out your weekly schedule based on two things: your workload and personal responsibilities. When you receive a new assignment, review it, and reply to the client with an estimated time of completion based on your schedule and workload. Even if a competitor is NOT bidding directly on your brand name, if their ad shows up above your organic listing there is still a chance that you’ve lost the click and the customer at the last second.
I’m simply asking you to join me in exploring another approach to your marketing copy. Sometimes the channel and audience need a modification to tone, but your voice should still be consistent across content types. Stay safe on the web and take preventative measures to protect your content on the web.We saw an increase in the number of sites with thin, low quality content. He said that I should continue taking what I have left and if per chance any of the previous symptoms reappear to go back to the clinic and see another doctor. Getting personalized attention for your account by someone who knows the intricacies of the platform is an invaluable tool. Such content contains little or no added value and is often scraped from other sites.2015 spam-fighting effortsAs always, our algorithms addressed the vast majority of webspam and search quality improvement for users.
I will not get a chance to see Chris for a while since he will be leaving for Austin, Texas tomorrow. So far the antibiotic is working and the leg infection is not increasing in size nor is it warm to the touch.
If you have a full plate with projects, be open and let your client know there will be a time delay. One of our algorithmic updates helped to remove the amount of hacked spam in search results.The rest of spam was tackled manually.
Remind me on Wednesday to tell you what I saw this morning that I have not seen in a while.
Here’s an example from MailChimp, an online email marketing solution that writes personable copy. I spend a large chunk of my paycheck there because I trust their products to hold up in the often-crappy Pacific Northwest weather.
After prioritizing the reports, we acted on 65% of them, and considered 80% of those acted upon to be spam.
Thanks to all who submitted reports and contributed towards a cleaner web ecosystem!We conducted more than 200 online office hours and live events around the world in 17 languages.
If I am still feeling good, I will switch up my workouts by doing my Tuesday on Thursday and my Thursday on Friday.
These are great opportunities for us to help webmasters with their sites and for them to share helpful feedback with us as well.The webmaster help forum continued to be an excellent source of webmaster support. I was admitted on my birthday for a week, having cellulitis and IV antibiotics being   administered.
Webmasters had tens of thousands of questions answered, including over 35,000 by users designated as Webmaster Top Contributors.
Not an emergency, just wanted to follow up with you from your phone message to me over the weekend. I like her energy, and I will be doing some homework and meeting with her again next week to work on my cover letter.
Also, 56 Webmaster Top Contributors joined us at our Top Contributor Summit to discuss how to provide users and webmasters with better support and tools. If the infection (its on my left leg) does not clear up in a week or I get a fever I need to contact him again. Since my doctor will be away next week on vacation, I pray that my infection was caught in time and that I will only need to take the antibiotics for one week. I think it was a good idea to stay and rest at home while my body was trying to repair itself from the infection. Then my friend Sara called, and said that she would not be able to attend the closing film at the SF Jewish Film Festival, and if I would be interested in going with her partner, Beth to the film. I don’t like taking more pills (I take 27 a day) but if it means being out of the hospital, then so be it. It was nice to see Beth, and the movie told the story of an intimate relationship between two teen girls in Tunisia during World War II, one Muslim and one Jewish.
It was a nice treat to go see a movie I probably would not have been able to see otherwise. I am going to the gym and also to a memorial service for my friend Barbara, whose father passed away last week.



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