1. Device Modifiers
Mobile. You’re tired of hearing about it. We get it. But have a look at the data. Your site IS getting a lot of mobile traffic. If you’re like most of us, it’s probably more than half and your ad campaigns may perform very differently across devices. Dig into the numbers a bit – with Google Analytics – you may find that your campaigns aren’t even profitable on mobile.
With recent changes to the AdWords platform, you now have more control than ever to decrease/increase spend if your site performs poorly/well in mobile. You can even split mobile into a device-specific campaign, for extra control. The point is, mobile is a very big deal, device modifiers are still underutilized and you now have all the tools you need to make sure that mobile is a profitable channel for your business.
Keep in mind, a little variation across devices is normal, especially when you consider shoppers who start shopping on one device but finish on another. But if you see a dramatic difference in performance across devices then take action now. Lock in your device bidding strategy before this holiday season really gets going.
2. Amazon Pay
It’s basically PayPal… except it’s Amazon. You’re already supporting PayPal (probably) so why not add Amazon to the mix. You’ll get all the benefits of Paypal, but you’ll get access to Amazon’s huge customer base too.
Save your customers the time and hassle of fumbling around with credit cards and they’ll reward you by being more likely to convert. This is especially true on mobile where the checkout process is already a significant barrier to conversions.
Setting up Pay by Amazon is relatively straightforward and you’ll likely receive a small bump in orders for your trouble.
3. Make Your Product Feeds Work Harder
Shopping campaigns work—they’ll likely deliver more orders for less money than your other marketing channels. If you’re doing Google Shopping – and you probably are (or at least you should be) – then you’ve already got the hard part covered – the feed.
Why not make that feed work harder for you. Bing Shopping and Facebook Product Ads perform similarly and will accept your Google feed with very little modification. With a little on-site customization, you can get more mileage out of your existing shopping feed by getting your products on Bing and Facebook.
Most people who visit your site won’t actually buy something from you. And if you’ve paid money to get these potential customers to your site then those clicks can add-up fast. That’s the bad news. The good news is that you can still reach customers who’ve visited your site with remarketing.
You can use remarketing to show previous site visitors special offers to convince them to complete their purchase or just remind them of products that they left behind. You can even show them the exact products they looked at or added to their cart. Or you can tailor your creatives and keywords to speak to audiences that are already familiar with your site (and therefore likelier to convert).
Remember, it’s cheaper to keep a customer than to find a new one. Likewise, remarketing to your existing customers will likely net you a better ROI than trying to find new ones.
5. Search Query Reporting
If you’re using Pay Per Click to drive traffic to your site then you’re probably already familiar with the paramount importance of the Search Query Report (which gives you the actual search terms rather than keywords customers used to find your site).
But if you haven’t added any negative keywords in the last 30 days (or added any keywords that have converted) then you’re probably not taking full advantage of your hard earned data contained in the Search Query Report.
Eliminating searches that aren’t relevant to your business is the surest way to boost ROI and preserve your budget for searches that actually make you money. Dig into this report now before the traffic (and wasted spend) really starts to pick up this holiday season.
** Have questions or need assistance with any of the above suggestions? Contact us today!