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9 Actionable Customer Match Strategies For eCommerce Retailers

In late September, Google announced the rollout of their new Customer Match program – enabling advertisers to use their first party data for campaign segmentation. While the customer match program is currently limited to search (similar to RLSA), Gmail and YouTube campaigns, it is a tremendous leap forward for both Google and advertisers alike in terms of targeting capability and opportunities for improving performance, which will likely only grow from …Read More

How NOT To Use New And Returning User Segments In Google Analytics

Google Analytics allows for the measurement of new and returning user segments. While this data is handy, it’s important to make sure that you and your team are using it correctly. We have found that a surprising number of businesses attempt to use these new and returning user segments as a proxy for measuring new and existing customer behavior – often in the absence of a proper marketing database. This …Read More

Buyer Beware: More Than 50% of CSE Sales Attributable to Google Shopping

I want to address an issue that I don’t think gets enough, if any, exposure in this industry; Comparison Shopping Engines (CSEs), and the dishonest practices which some CSEs employ. When I say CSE, I am not referring to Google Shopping, Bing Shopping or Yahoo Gemini Product Ads. We do not classify PLA networks such as Google Shopping, Bing Shopping or Yahoo Gemini Product Ads as CSEs, as there are …Read More

Why Retailers Absolutely Must Segment Product Listing Ads (PLAs) for Query Intent

(Otherwise Known as Using Keywords in Google & Bing Shopping) Through the course of testing many popular PLA strategies in the last few years, we have found that segmenting PLAs by the intent of the users’ search has yielded the most radical improvements in profit for our clients. In this post, I will explain exactly what “segmenting for query intent” means, how you can segment your PLA channel for query …Read More

How to Use ‘utm_nooverride’ to Improve Non-Branded Paid Search Attribution in Google Analytics

If you agree that branded queries, similar to direct traffic, primarily occur as the result of a searcher learning of your brand through a previous marketing effort, communication, etc. then the default last non-direct attribution model within Google Analytics could make optimization of your non-branded channel a bit more complex. If branded search is truly the result of a previous marketing effort, such as a non-branded search campaign, then it’s …Read More

Who Makes Money Off Your Paid Search Channel?

It’s a pet peeve of mine when an agency throws the term “profit” around loosely. Many agencies rave about how profitable their services are for their clients, yet make little to no attempt to measure or report on how much profit their services yield for the client. Many of these agencies report on KPIs that are either solely efficiency or volume-based. I.e. Revenue, Cost Per Order (CPO/CPA), Ad to Sales Ratio …Read More

Measuring the Economic Value of Seller Rating Extensions

Seller Rating Extensions are often identified as an eCommerce SEM best practice, but implementation can be complex and typically requires some additional investment on behalf of the retailer by contracting a third party review software, such as Shopper Approved or Reseller Ratings. Due to the investment required, managers should be prepared to defend their decision to hire a third party review software by understanding the financial value that Seller Rating …Read More