marketing for ecommerce live q&a with ppc, seo and social media experts

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Live Q&A With the Experts on PPC, SEO, & SocialMARKETING FOR E-COMMERCE

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What’s New in Marketing?

Meet the Experts

Live Q&A Section

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Marketing Updates

Learn about the latest updates on SEO, PPC, Shopping Feeds, Social Media, Analytics, and Conversion Optimization

MARKETING UPDATES

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Update toGoogle SERPsGoogle stopped showing text ads on

the right side of the SERPs.Less ad real estate

This means increased competition to be in those first-page spots

Before

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Update toGoogle SERPs

The number of text ads above the organic results grew from 3 to 4, and total first-page ad spots decreased from a maximum of 11 text ads per page to 7

Google will no longer show ads to the right of its search results on desktop searches.

Since many searchers already can’t tell the difference between organic and paid results, the ads appear more “native” which may be beneficial for search advertisers.

This change makes the desktop and mobile search results more similar.

After

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Google PLA ExperimentProduct Listing Ads (PLAs)Google experimenting with displaying PLAs in Image search results These ads contain image, price and company informationIncreased ad quantity on image search results page

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New Ranking Treatment

Ranking treatment for top-rated products

Prompted by searches that include qualifiers such as “top” or “best”

PLAs will now include a ranking icon or flag

Live on desktop and mobile

Google began testing this in 2014

Customer reviews are very important!

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Feeds GTINGoogle is now requiring Global Trade Item

Numbers (GTINs) for all products assigned GTINs by manufactures in PLAs.

It helps Google understand what merchants are selling.

On May 16, 2016 enforcement of this update began and disapproves for products that don’t meet these requirements have been rolled out.

If you are having problems with GTIN information, you can refer to this post by Google

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http://googlecommerce.blogspot.com/2015/09/reach-more-customers-online-add-gtins.html


Live Q&A


Our Experts

Natalie StambroMarketing

Meg NansonSEO

Chelsea CepedaPPC

Sean O’ConnorShopping Feeds

Mikkayla CaseySocial Media

Call our Marketing Advisors at 877-591-7006 or email [email protected] to get advice on your marketing strategies

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“Use support.google.com to learn how to make the most out of Google properties including Google AdWords, Search Console, Analytics, Shopping Feeds and more.” Mike, SEO Specialist

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http://www.support.google.com/


By 2019, mobile advertising will represent over 70% of all US digital ad spending.See: Webbiquity.com 20 Tremendous Digital Marketing Stats and Facts

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http://webbiquity.com/social-media-marketing/20-tremendous-digital-marketing-stats-and-facts/

http://webbiquity.com/social-media-marketing/20-tremendous-digital-marketing-stats-and-facts/


“Buyers like to have a limited number of options when shopping. Make sure to keep the site simple to increase confidence in the user. This mindset will move them through the browsing process faster which increases the likeliness of purchasing” Natalie, Marketing Consultant Team Lead

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On-page or on-site SEO are tactics performed on your website, such as tag optimization.

Off-page/off-site SEO are strategies that occur off your website, including link acquisition, PR, social media marketing and good old-fashioned business development!

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“It is so imperative to have a cohesive marketing strategy. Focusing on any one channel too heavily is a risky move. Having a strategy that brings together several types of marketing can help put you leaps ahead of your competition.” Mia, Search Marketing Manager

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A 1 second delay in your site speed can result in a 7% reduction in conversions.Kissmetrics Blog

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“Research new content ideas by setting up Google Alerts and diving into the comment sections of your social channels. Turn your online store into a problem-solving resource by creating content that addresses the common issues your customers face.” Mike, SEO Specialist

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Of smartphone users, 82% consult their phones while they're standing in a store deciding which product to buy.

1/ 10 of those end up buying a different product than they had planned.ThinkWithGoogle

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“It’s important to streamline your checkout process. Each click on a site represents a conscious decision the user has made to stay on your site. More steps or clicks equals more chances for people to leave!”Adam, Senior Shopping Feeds Specialist

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“If you have a brick and mortar, make sure you are thinking about your local online presence. People need to be able to find you!” Adrianne, SEO Team Lead

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As of 2016, 44% of all online traffic comes from mobile devices. This means that having a responsive (mobile-friendly) website has gone from an SEO best practice to a necessity.See: Mobile Share of U.S. Organic Search Engine Visits

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http://www.statista.com/statistics/297137/mobile-share-of-us-organic-search-engine-visits/


“Leveraging the power of micro-moments is the next evolution of online marketing. Getting the right message in front of potential customers while they’re on the subway, sitting at work, or even in a brick-and-mortar store has the potential to propel your brand lightyears beyond the competition.” Erica, PPC Specialist

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“PPC ads allow for page one visibility for targeted keywords and landing pages. They are valuable for reinforcing a top organic listing or to rank for super competitive search queries.

Product Listing Ads allow for prominent page one visibility for individual products. They are effective for reinforcing a top Organic listing and securing prime real estate on the results page.”Dan, SEO Team Lead

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58% of all content shared online is visual.Content Marketing Association

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“Put the user first and think about the purchase process. And please don’t forget design. The best marketing in the world is meaningless if it drives users to a storefront they don’t trust or delivers a confusing shopping experience. It’s really easy to leave an online store – you just have to slightly move a finger – so don’t give them any reason to.” Alison, Director of Services

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“Social media marketing is a great way to show off your products while engaging with your audience. Visual content should play an important role in your content.”Mikkayla, Search Marketing Specialist

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“Identifying the unique selling points of your business will provide some direction to your marketing efforts. You want to figure out what distinguishes you from your competition – and get the word out about it!” Katie, SEO Specialist

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“Online marketing is more than attributing transactions to certain channels. It’s about digging deeper into how your channels interact with each other in order to really see the full attribution picture. You may not always see a certain channel producing direct transactions but might find that channel as a main contributor to your conversion path.”Chelsea, PPC Team Lead

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73% of US shoppers abandoned their shopping cart in Q1.

See: SaleCycle

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http://www.salecycle.com/remarketing-report-q1-2016/%20%20%20



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Conversion rate optimization focuses on improving user experience and removing any potential or known barriers that can deter website visitors from completing the desired action whether it's filling out and submitting a lead form or making a purchase.


79% of shoppers who are dissatisfied with website performance are less likely to buy from the same site again.See: Kissmetrics

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https://blog.kissmetrics.com/loading-time/

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“Just as we should treat others the way we want to be treated, we should market to others the way we want to be marketed to. Don't be annoying, deceptive, boring or indistinguishable. Be helpful, authentic, creative and bold.” Emily, Marketing Consultant


Call our Marketing Advisors at 877-591-7006 or email [email protected] to get advice on your

marketing strategies

THANK YOU!