Prepare Your PPC Campaigns for Holiday Success: Follow-up Questions

We’ve collected several enlightening questions from our recent PPC webinar. Find out our answers and browse a glossary of terms for better understanding you campaign.

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Thank you to everyone who attended our recent PPC webinar and asked such great questions. We didn’t get a chance to answer all of the questions we received, so our PPC experts have addressed some additional ones below. We’ve also included a glossary of some of the terminology used in the webinar.

How do you set up a remarketing ad?

Remarketing ads are set up similar to traditional PPC ads. Like any campaign, ads are inserted into each ad group. With remarketing, however, make sure your ads are put into the appropriate ad group based on your audience lists. For example, any ad aimed at your abandoned shopping cart list should be assigned to an abandoned shopping cart ad group.

The ad is uploaded to an ad group and then is served to an audience list based on the criteria defined in that list. Ads can be set up to show to all site visitors, shopping cart drop offs or other such groupings.

Do I need to run an AdWords campaign to do remarketing?

Remarketing is a great feature in Google AdWords, and if you do want to do remarketing through the Google Display Network, that is done in AdWords. However, there are several different programs and platforms you can utilize to run a remarketing campaign. Have you noticed the promoted posts and ads on the right hand side of your Facebook feed? Facebook has a great remarketing program as well. Consider trying different remarketing platforms to yield the best results for your business!

I’m new to Google ads, is the shopping feed and remarketing all found under Google ads or elsewhere?

Yes! You’ll need a Google AdWords account to run any of advertising features with Google. The good news is you only need one account to create and manage your Google Shopping feed, remarketing and PPC campaigns.

Both shopping feeds and remarketing can be found in Google AdWords.

How do I create a tag, put it on my site and make the lists?

The Google Remarketing tag is found in the Shared Library section of AdWords. From there, click on “Audiences” and follow the instructions for setting up a standard remarketing campaign.

Shared Library

Once you’ve received the remarketing tag via email, place the tag above the/body tag of your Volusion template. Then, head back into the audience section to begin creating your lists. To create a new list click the Remarketing list button and begin! Your remarketing lists can be as unique and granular as you’d like them to be. Try specifying certain areas of your site based on how you’d like to set up your remarketing campaign. Interested in remarketing to everyone that’s landed on your homepage? Create a list of users who have visited www.yourwebsite.com or /default.asp.

When setting it up, Google will email you the tag or you can retrieve it directly from AdWords.

The tag goes above the /body tag for your website template, and the lists can be made using whatever criteria you want.

Does the remarketing script show your website as adware/spyware?

Not at all. No invasive data is collected when you run a remarketing campaign.

Is remarketing set up through search engine or through Volusion?

Remarketing is set up through Google, however, the remarketing code is placed on your Volusion template. Afterwards, all management and optimization of your remarketing campaign can be done through Google AdWords or whichever program you choose to use.

What are the 12 days of Christmas?

A 12 Days of Christmas promotion is typically where a retailer offers a different promotion each day for 12 consecutive days in December. Here is an example of Microsoft doing this type of promotion in 2013.

Which holidays, in order, are best for ecommerce via PPC?

The holidays can be industry-specific but sales spike up during the Black Friday week and weeks leading up to Christmas.

What is considered a good CTR?

This depends on a lot of factors, what you’re willing to bid, what your ad position is, etc. but a 1-3% CTR is a good goal.

Does it make sense to increase your bid to increase avg. ad position when you are using AdWords auto max bid?

Raising bids to increase ad position is based on many factors. It depends on your budget, goals and performance in the current ad position. Also, quality score plays a huge factor in ad position and bid management. If your keywords have bad quality scores, raising bids to raise the position can be very expensive with bad quality scores.

Is there a way to get a reasonable idea of competitor’s PPC other than analyzing your own data?

There are websites that can provide competitor data, also using Google’s keyword planner can give good data about competitor’s bids on the terms you want to target. And finally, simply searching for the keywords you want to target can give you a picture of what your competition is doing.

What is a reasonable budget to test PPC for the first time?

it depends on your product/service and competition, but most ecommerce stores can get good information and traffic with $500-$1000 a month to start.

I get a lot of customers bouncing from shopping feeds. Any suggestions?

There could be a number of reasons why customers may be bouncing from shopping feeds. First of all, look at if the bounce rate from shopping feeds is higher than the rest of your site, or about the same. Then, take a close look at your product pages. Are your product descriptions giving your customers enough information to purchase? Does your website design convey trustworthiness? In the end, remember that shopping feeds run on comparison shopping engines where buyers frequently click through many websites as they shop for the lowest price they can find. This often leads to expected higher bounce rates.

Terminology:

PPC – Pay-per-click advertising

CPC – Cost per click. This is calculated from the cost divided by the number of clicks

Conversion – A conversion basically means any action that you want people to take on your site. For some sites, a conversion may be an email signup or a completed form. For ecommerce merchants, conversions most frequently mean sales.

KPI – Key Performance Indicator

Remarketing – A type of advertising strategy which allows you to show ads to your past site visitors

YOY Data – Year over year data

Dynamic Search Campaigns – Dynamic Search Ads target relevant searches with ads generated directly from your web site. With Dynamic Search Ads, Google keeps a fresh index of your inventory using their organic web crawling technology. When a relevant search occurs, Google dynamically generates an ad with a headline based on the query, and the text based on your most relevant landing page.

AdWords Scripts – AdWords scripts are a great way to introduce automation into your PPC campaigns. Though you can create scripts for a variety of uses, the one we covered in our webinar was the ad countdown script.

Google Analytics – Google’s analytics software that allows you to get information about your site’s performance including information about navigation, bounce rate, and ecommerce sales

Google AdWords – Google’s software which allows you to manage your PPC and Shopping Feed campaigns. This is where you’ll manage your keywords, ad copy, bids and budget.

Broad Match Modified – This AdWords targeting feature lets you create keywords that reach more people than phrase match and give you more control than broad match. To use the modifier, just put a plus symbol (+) directly in front of one or more words in a broad match keyword. Each word preceded by a + has to appear in your potential customer’s search exactly or as a close variant.

We covered a lot of information in the webinar, and it can be a lot to tackle for the holidays. If you’re unsure of how to get started, call our representatives at 1-888-750-3996 to learn more about our PPC services.

About 

Mia Pruett is a Search Marketing Manager at Volusion and has been working in online marketing for nine years. She is passionate about creating content and campaigns that help ecommerce store owners find success. Outside of the office, Mia enjoys exploring Austin, taking road trips, and whipping up desserts.

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