Google Ads
Google Ads’ campaigns are a primary traffic and sales channel for many ecommerce businesses. Our vast library of Google Ads’ articles addresses setup, tag management, Google Shopping, structured data, automated bidding, and more.
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Google Ads
The New Google Shopping: What Merchants Need to Know
April 21, 2014 • Matthew Umbro
Last October, Google AdWords released Shopping campaigns, a new format and the next iteration of Product Listing Ad management. In early April, AdWords announced that all merchants will need to ...
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Google Ads
Demystifying Google AdWords Keyword Variants
March 27, 2014 • Matthew Umbro
Within the settings of every Google AdWords Search Network campaign is a feature designed to make advertisers’ lives simpler. But since its inception, it has caused more angst than ease.
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Google Ads
AdWords: Understanding Flexible Conversion Tracking
March 4, 2014 • Matthew Umbro
Over the last month, Google AdWords has made a significant update to how conversions are tracked and attributed. Flexible conversion tracking represents Google’s ongoing effort to provide the most accurate ...
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Google Ads
Pay-per-click Ads: Importance of Bid Modifiers
January 28, 2014 • Matthew Umbro
Many online marketers have debated the pros and cons of Google AdWords Enhanced Campaigns over the last year, but one feature has proven its worth: bid modifiers. Bid modifiers act ...
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Google Ads
3 Tactics to Reassess Paid Search in 2014
January 3, 2014 • Matthew Umbro
In many ways, 2013 was a transition year for paid search. We saw the launch of AdWords Enhanced Campaigns, to more precisely target searcher intent. We also saw the next ...
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Google Ads
Using AdWords’ Cost-per-acquisition Flexible Bidding
December 5, 2013 • Matthew Umbro
In May, Google began offering flexible pay-per-click bidding strategies, which allow advertisers to automate bids based upon different goals. For example, advertisers can now target a specific cost per acquisition ...
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Google Ads
5 Tips for Google’s Enhanced Campaigns
October 24, 2013 • Matthew Umbro
Google AdWords Enhanced Campaigns have been mandatory for all advertisers since July 23. But they have been in use since the end of February. During this time, my team and ...
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Google Ads
Dynamic Search Ads Complement Pay-per-click Efforts
October 1, 2013 • Matthew Umbro
Google’s Dynamic Search Ads allow pay-per-click advertisers to show text ads based on relevant queries that are not otherwise in an ad campaign. It’s been nearly two years since Google ...
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Google Ads
24 Pay-per-click Advertising Tools
September 16, 2013 • Sig Ueland
Managing a pay-per-click advertising campaign can be time-consuming and expensive. Fortunately, there is a wide range of tools available to create efficient ad copy and to optimize your budget. Here is ...
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Google Ads
5 Pay-per-click Filters to Avoid Drowning in Data
September 3, 2013 • Matthew Umbro
The amount of data available to pay-per-click advertisers can seem overwhelming. Advertisers have to find the optimizations that will make the most impact, as many won’t move the needle one ...
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Google Ads
Google Offers Paid and Organic Search Report
August 23, 2013 • Jill Kocher Brown
Paid and organic search work better together. Because searchers inherently trust that search engines are recommending the best pages in search results, when brands rank well in both paid and ...
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Google Ads
5 Pay-per-click Holiday Tasks to Do Now
August 6, 2013 • Matthew Umbro
The beginning of the holiday season is right around the corner. It is often the busiest and most profitable period of the year for ecommerce merchants. Now is the time to plan your holiday pay-per-click advertising campaigns. There are many pay-per-click initiatives that merchants can...
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Google Ads
4 Lessons from Google’s Dynamic Remarketing Ads
July 9, 2013 • Matthew Umbro
Google recently announced the launch of a sophisticated new ad feature called Dynamic Remarketing. It works much the same as general remarketing, but the ad units showcase products that visitors viewed. If a shopper came to your site and viewed, say, a specific running shoe, you can in...
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Google Ads
PPC: How to Calculate Maximum Bid per Click
June 6, 2013 • Scott Smigler
"Customer Lifetime Value" is a critical metric that enables you to optimize the long-term profitability of your pay-per-click advertising. CLV answers the simple yet powerful question, "How much is a new customer worth over the long-term?" It’s an important concept that almost every l...
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Google Ads
How to Sell on Marketplaces without Harming your Store’s Brand
May 16, 2013 • Dale Traxler
In "Third-Party Marketplaces: What Merchants Should Know" and "Marketplaces: How to Sell More in 2013," we addressed tactics — pro and con — for using marketplaces. Some merchants avoid marketplaces, believing they compete with their stores' brands. Others enjoy the additional revenu...
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Google Ads
PPC Advertising: 5 Daily Activities to Grow Profits
April 2, 2013 • Scott Smigler
My company recently surveyed 100 small and mid-sized online retailers that do not outsource the management of their Google AdWords campaigns. We asked a simple question, "How often do you manage your AdWords account?" According to the survey results, which are summarized in the graphi...
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Google Ads
Surviving Google AdWords’ New Enhanced Campaigns
March 4, 2013 • Scott Smigler
In "Cheaper Clicks from AdWords Coming?," my article from Feb. 2012, I questioned whether the then unprecedented decline in cost-per-click rates would be a blip or a trend. One year later, Google apparently thinks it's a trend, as Google is requiring all advertisers to adopt its new Enh...
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Google Ads
6 Rules for Pay-per-click Ad Profits
January 28, 2013 • Scott Smigler
I often hear from merchants that have tried pay-per-click advertising, but it wasn’t profitable for them. So they abandoned it. In my experience, however, many merchants could turn unprofitable campaigns into profitable ones by adopting the six rules that follow. Rule 1: Commit to PPC...
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Google Ads
Pay-per-click Advertising: 7 Predictions for 2013
January 3, 2013 • Scott Smigler
2012 was a big year for pay-per-click advertising. Many online retailers saw their PPC budgets, conversion rates, and return-on-ad-spend grow nicely. At the same time, cost-per-click rates dropped precipitously for Product Listing Ads and mobile ads. Looking forward, here are my top sev...
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Google Ads
7 Last Minute Holiday Marketing Improvements
November 28, 2012 • Scott Smigler
Christmas is less than five weeks away. Here are seven last-minute holiday marketing improvements you can make to maximize sales. 1. Shop Your Site from Mobile Devices Smartphone and tablet users accounted ...
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Google Ads
Google Shopping: 5 Optimization Tips
October 31, 2012 • Scott Smigler
With the Google Shopping transition completed on October 17, all of Google’s organic, free product listings — those that showed a product thumbnail and price in search results — disappeared. If you want your product listings to appear in Google, you now have to buy Product Listing Ads t...
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Google Ads
Primping Your Holiday Pay-per-click Promotions
September 28, 2012 • Scott Smigler
A passive approach to pay-per-click advertising often results in missed opportunities. But achieving optimal returns from your PPC campaigns isn’t complex. For holiday PPC promotions, maximizing profits means doing three things well. Create a calendar. Plan your holiday promotions wit...
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Google Ads
Google’s Product Listing Ads: Cheaper, More Profitable
August 30, 2012 • Scott Smigler
I’ve previously written about why you should make Google’s Product Listing Ads a priority. If you’ve followed my advice in "Cheaper Clicks from AdWords Coming?" and, more recently, "5 Steps to Prepare for Google Shopping," there’s a good chance you’ve observed a sharp increase in pay-pe...
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Google Ads
5 Steps to Prepare for Google Shopping
July 31, 2012 • Scott Smigler
In "Cheaper Clicks from AdWords Coming?," I encouraged merchants to try Google's Product Listing Ads because they produce exceptional results. They are the paid version of Google’s free product listings, which for many merchants are a major source of sales. Google recently announced, in...
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Google Ads
Google Shopping’s Impact on SEO
July 6, 2012 • Jill Kocher Brown
Over the next several months, Google’s free Product Search feature will start costing ecommerce sites a lot more. Since the launch of Google’s Froogle in 2002, Google has provided a free product search service. The newly launched Google Shopping marks the first time that the company has...
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Google Ads
Remarketing Renaissance Helps Ecommerce Merchants
May 30, 2012 • Scott Smigler
The idea of targeting ads to visitors who leave a site and continue surfing the web always made sense to me. Until recently, however, this "remarketing" was an afterthought. It just wasn’t producing enough traffic or sales to be valuable. That’s likely to change. When Google got into ...
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Google Ads
Google AdWords Ad Extensions Basics
April 10, 2012 • Armando Roggio
Google AdWords extensions give potential shoppers more information about a merchant and more options to engage with that merchant before clicking a search ad. Although ad extensions have been around for a couple of years, Google recently added conversion tracking data to extensions, ma...
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Google Ads
Boost Pay-per-click Profits in 5 Easy Steps
March 29, 2012 • Scott Smigler
The difference between a profitable and an unprofitable pay-per-click advertising campaign can be the post-click conversion rate. We've run hundreds of conversion rate optimization tests at my firm over the past decade. Below I’ll share five optimizations that have consistently driven c...
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Google Ads
3 Basic Ways to Improve PPC Advertising
March 28, 2012 • Armando Roggio
Pay-per-click advertising is a staple of ecommerce marketing that can play a key role in increasing site traffic and sales when managed well. Pay-per-click advertising can also be very expensive and labor intensive as marketers seek to find the best combination of ad copy, audience, ke...
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Google Ads
How to Optimize a Pay-per-click Landing Page
February 29, 2012 • Armando Roggio
A pay-per-click landing page should be a sales conversion engine, tuned to help consummate an order. Landing pages “are one of the strongest tools you have to convert visitors to customers,” wrote Brandon Eley and Shayne Tilley in their book, Online Marketing Inside Out. “Much of your ...
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