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For The Executive

A Look At Our Marginal ROI Analysis

Here’s a brief glimpse of our Marginal ROI Analysis. Rather than pitching our services off capabilities, I thought it would be more sensible to offer an honest assessment of the financial lift our services are likely to provide for each prospective client. This sets realistic expectations from the start, and helps us qualify clients more effectively. On occasion, we encounter prospects who may not be large enough to see the …Read More

Fully Automated SEM Management

This is what you get with fully automated “AI” solutions in paid search: Bids set at over $900. While this is an extreme example, one of the recurring themes we find among accounts that are fully automated is that bids are often reduced continuously to the floor of $0.01, or excessively aggressive on low sample segments. Without any manual intervention in an account, opportunities will always be missed. Without a …Read More

A Look At “Keyword Targeting” Approaches in Google Shopping

Take a look at the screenshot below. This is the PLA campaign structure of a prospective client who currently works with one of the most well known eCommerce SEM agencies in the industry. An agency whom I consider to be one of very few companies that truly competes directly against us. We have dozens of clients who previously worked with this other agency. They have chosen to work with us …Read More

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

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