Welcome to part two of our two-part series on AdWords tips from the pay-per-click (PPC) experts at New Jupiter Media. You can read part one by clicking here.
In this week’s post, we have account managers John Colantoni and Eric Heller sharing tips on ecommerce feeds and mobile ads.
When creating your ecommerce data feed, it’s all about first impressions. Here’s how to make a good first impression with your ecommerce listings:
Shopping Guru: Ecommerce Data Feed Maintenance
By Eric Heller
Keep your ecommerce feed running smoothly with these important things to consider:
1. Make sure your feed has proper and accurate pricing information.
If your ecommerce feed doesn’t have the right prices listed, it’s one of the fastest ways you can get it taken down by Google and other search engines.
2. Use high-quality product images.
This is a big one. These are the first things your consumer will see. So make sure you catch their attention and make it the best it can be.
3. Think of your titles and descriptions as places to put keywords.
You want to have as much relevant information regarding your product as possible. It’s how Google determines how relevant your ad is to a product, so make them appealing.
Now that you know how to create the most eye-catching ecommerce feed, the next step is tracking where your customers are when they see your listings and ultimately make their purchases. Here’s how:
By John Colantoni
It’s important to keep in mind that mobile users interact with ads and websites very differently than traditional desktop users. In turn, you have to target these users differently to properly capture their online behavior.
Target Mobile Users using Google’s Mobile Bids (mBid)
To help target these users, you can try using Google’s mBid, or mobile bid, option to adjust your bids. Mobile bids allow you to change how much an ad will cost you when it’s clicked on using a mobile device.
For instance, if you know that most of your audience reaches your page via smart phones or tablets, it would be beneficial to decrease your mBid for these searches. Since you’re still bidding on the same keywords, but decreased your cost-per-click, you can save some serious money doing this.
Measure Mobile’s Value
Additionally, you may have to adjust how you measure the value of these users to better understand the value of mobile search to your business. To measure the impact of your mobile ads, you can use Google Analytics to measure cross-device conversions. By looking at this information, you can better understand which part of the buying process happens where (desktop computer, smart phone, tablet, etc.) and tailor your efforts from there.
Last but not least, don’t overlook how important your website is when it comes to getting mobile conversions. If you do not have a mobile-friendly website, you are only hurting yourself.
In sum, your ecommerce listings can make or break your marketing budget. By following our tips on how to make your listings more appealing and tracking the platforms your customers use, you can save money and increase your profits.
Don’t forget to check out part one of this two-part series, where we also touch on mobile search.