Fun With Paid Search Ad Extensions

Ad extensions. What a time to be alive and managing a retail paid search program, eh? We now have six manual AdWords ad extensions at our disposal (in addition to six of the automated variety) and some form of ad extension usage is recommended for virtually any retailer. Ad extensions carry the obvious benefit of making your text ads bigger and more eye-catching, but they also benefit your program by boosting ad rank, improving relevance to shoppers and, consequently, boosting traffic to your site. And, if you succeed at tailoring your ad extensions to specific query intent, you will earn more qualified, higher-converting traffic

A few thoughts…

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Introducing Facebook Dynamic Product Ads

So you’ve got a great shopping experience on your webstore: a navigable, clean storefront; beautiful product pages; lightning-quick response time, and a shopping cart that just begs to have items dropped in it. But what about all the shoppers getting just to the brink of purchase and then, for whatever reason, falling out of the conversion funnel? An estimated 71% of shopping carts are abandoned, leaving trillions of revenue dollars on the table. Retargeting is a great way for retailers to recapture would-be conversions while their product offerings are still fresh in the minds of online shoppers.

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Facebook has already capitalized on its large user base to offer retargeting ads via 3rd party providers through Facebook Exchange (FBX). Facebook is now improving upon their retargeting offering and making it more retailer-friendly with their launch of Dynamic Product Ads.

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Bing Product Ads Bulks Up

Let’s be clear: Bing Product Ads is still the (much) smaller brother to Google Shopping. Bing Shopping has been the kid that dreams big and does his best to follow his big bro’s lead, but is just too small to make the varsity squad.

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Bing Product Ads will never be Google Shopping, we’re not making that claim. However, Bing Shopping is showing some fight – making moves to get out of big bro’s shadow and growing enough to stand toe to toe with other referral ad programs.

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Amazon Prime Turns 10 with About 40 Million Members

I’ve been mulling over a question, along with many retailers: “where is Amazon heading?” Amazon has been the top online retailer in the US for a number of years now, and just like a good mystery novel, figuring out the next steps requires some sleuthing.

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New marketplaces are emerging, seemingly more and more often now. Thinking about this trend, I mentioned that Amazon should have a very large number of Prime Members now, which I incorrectly guessed at 50-60 million. On the tenth anniversary of the Prime program, Amazon recently confirmed they have 40M current Prime members, which is still incredibly huge, and a big jump from the tens of thousands that signed up initially. Impressively, 80% are still numbers showing a low attrition rate. Digging deeper, one of the details that stood out is that Amazon “boosted its worldwide paid membership 53 percent last year — “50 percent in the U.S. and even a bit faster outside the U.S.”

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