What have we learned at this year’s SES London? Here’s an overview of some key tactics to optimise ecommerce campaigns.
Today, you cannot have a proper ecommerce website without having Google Shopping campaigns. If you already have them, do you use them to their full potential? Let’s find out!
- Granularity: advertisers tend to use all their products together instead of granulating. Granularity is key to maximise your revenue. Dividing your products in different categories makes them clearer for the users, but also allows you to split your budgets according to relevance and revenue potential. Here’s where custom labels step in: differentiate high from low margin products and allocate your budget accordingly.
Studies have shown that granulating your Google Shopping campaigns can generate an 82% increase in conversion rate!
- Landing page optimisation: Do not redirect potential buyers to landing pages that are too specific. People looking for blue shoes, do not necessarily want those blue shoes displayed in the PLA. They expect a page of relevant products, giving them choice.
Redirecting users to more generic pages has shown to decrease the bounce rate with 35%, providing a better user experience, a higher conversion volume and a lower CPA.
- Ad Extensions + Callout extensions: as mentioned above, granularity is key. This optimisation can also be applied on extensions. Show relevant extensions for each and every product. Do not use extensions on campaign level, or you will lose the relevance of the sitelink or callout extension.
- What about mobile? Less is more! Do not try to fill up a smartphone’s screen with sitelinks, callout extensions and a call button. Keeping the ad simple, with a powerful title will make the ad clear enough.
- Free up to 10% of your budget for testing. Digital marketing is all about innovation and trying new things. Don’t be afraid to test out new strategies or tools.
And last but not least: be culturally relevant. You want people to relate to your brand, therefore you need seamless and authentic storytelling.
Consistency is key. Your message can be different from platform to platform, but it has to be consistent and adapted to the platform. This is something to remember for 2015!