Category : Google Adwords
Our top 5 posts from 2018
Happy new year! With a lot of big things on the way for Littledata this year, including new Connections to automate analytics for an even wider range of popular ecommerce apps and platforms, we wanted to take a moment to look back on the posts you found most useful with our current feature set. Last year we reviewed our top posts from 2017 and found that the focus -- not surprisingly -- was on Shopify and Google Analytics. This time around, our most-read and most-shared posts have really honed in on individual features and connections, especially for larger stores using one of our enterprise plans for full account management and unlimited automation. Interestingly, 4 out of the 5 top posts have a title in the form of a question. Perhaps a sign of 'plugged-in' (ie distracted) readers looking for a sense of engagement? 1. What's the real ROI on your Facebook Ads? For the past decade Facebook’s revenue growth has been relentless, driven by a switch from TV advertising and online banners to a platform seen as more targetable and measurable. When it comes to Facebook Ads, marketers are drawn to messaging about a strong return on investment. But are you measuring that return correctly? 2. Why don't my transactions in Google Analytics match those in Shopify? If we had a nickel for every time we hear this question! In this popular post, our partner manager breaks down common reasons for ecommerce data inaccuracy between Shopify and GA, and takes a look at how to fix those issues automatically. Find out the top 6 reasons for inaccuracy, including some orders never being recorded in Google Analytics! 3. New help center articles on Shopify tracking and ReCharge integration With detailed new articles on Shopify tracking and how our ReCharge integration works, the new Littledata Help Center quickly became a go-to resource for current customers and ecommerce managers this past year. Even before they become customers, many ecommerce industry folks are using the help center to get a clearer view of how to use Google Analytics effectively. We're happy to help! 4. Are you looking at the wrong Black Friday metrics? Paying attention to the right ecommerce metrics can help you establish the best customer base and shopping experience for long-term growth. But many retailers still focus only on the most popular metrics — especially during the online shopping craze of Black Friday and Cyber Monday (#BFCM). Over the next few weeks ecommerce managers will be obsessing over data, but which stats are the most important? Two popular metrics — ecommerce conversion rate and average time on site — may be misleading, so in this post our CEO recommends looking instead at longer-term benchmarks. 5. Average order value benchmarks 2018: how do you compare? Increasing average order value usually has a dramatic impact on profits and ROI from marketing spend. It is also a gift that keeps on giving, as optimisation in this area is something that can deliver ongoing results over the long term. The holiday shopping period in 2018 had us obsessed with one of our favourite ecommerce metrics: average order value (AOV). How does your site compare? This popular post includes a new infographic that breaks down the stats, using our set of private benchmark data about the ecommerce industry.
How to implement a successful mobile marketing strategy
Mobile as a marketing strategy isn’t a new idea to anyone, but the landscape is changing quickly. Back in 2015, Google told us it would be expanding its use of mobile-friendliness as a ranking signal. More recently, in early 2018, they stated that page speed will be a ranking factor for mobile searches middle of this year. As consumers change their behavior on mobile devices, this greatly impacts our strategy as marketers. We now need to be visible on all devices, all the time. What do all these changes mean for marketers? Whether you're a solo AdWords consultant or a member of a digital agency, it's essential to stay on top of consumer trends in a way that is measurable and repeatable. In this post I break down how to develop a data-driven mobile marketing strategy that can easily scale with your online business. Mobile search has changed As consumers, we are research-obsessed. We want to know everything we can about an ecommerce product or service so we can make informed decisions. And as more of us search for seemingly minor things and do so on a small device, advertisers have the opportunity to be present in those micro moments. With an increase of searches on mobile devices (and with mobile searches already having bypassed desktop searches several years ago) we need to be present across the entire consumer experience, making the customer experience a business priority regardless of our brand or business size by providing a seamless experience on every device. Analyzing data with a last-click attribution model misses some of these mobile moments. Assumptions have changed along with search behaviors. In September 2015, Google shared that “near me” or “nearby” searches on Google had grown 2X in the previous year, but the use of that phrase has since declined. People still want results that are near them, but the assumption of today’s searchers is that Google knows the location of the searchers and where to find what was searched because people are using their devices throughout the day. Increase of use for “open now” and “tonight" and “today” travel-related terms indicate people are seeking information on their device. What this means for brands Does your strategy consider these trends and adjust to changes in consumer behavior? A mobile experience leads to a brand impression. People expect a consistent experience every time they interact with a brand. If your site does not deliver and does not deliver quickly, they will quickly leave. Regardless of which channel they used to get to your site, the mobile experience must be as seamless as the desktop experience. What this means for Google AdWords As mobile use continues to increase and consumer behavior changes, we need to better align our PPC efforts and use an attribution model that addresses all steps of the journey. With AdWords, we can align our marketing strategy to mobile use with mobile search ads, mobile display ads and app ads on mobile devices. Each option offers slightly different features. Text ads can display on any device. The primary difference with ads on mobile vs desktop is more ads per page on a desktop and only a couple on a mobile device. Because the first couple ads take up most of the screen on a smartphone, advertisers need to be in the first or second position because that is all that will display. Impatient searchers will not scroll down on their device to your ad in position four. On the Display Network, you can be more creative with ads, adding images and videos to the mix. Although image sizes that work on desktop computers will also work on mobile devices, aim for a smaller size of 320 x 50 when possible, keeping the layout of smaller screen sizes in mind. The third option for mobile ads are appearing on mobile apps, which are part of the Display Network. App promotion ads have a goal of driving downloads. Campaigns with only app promotion ads are eligible for phones and tablets; they are not on desktop computers. Bid adjustments With your AdWords campaigns, set bids on mobile devices that are aligned with your goals. As mentioned above, many will not scroll down the search results page on a smartphone to view ads so may want to increase these bids. This is also important for branding goals; you need to be at the top to be seen. When determining mobile bids based on ROI, identify ROI for desktop versus tablets and devices. That way, your adjustment is based specifically on the mobile value of conversions. Keywords In any AdWords campaign, the key to success is selecting the correct keywords. But you can go a step further and use the keyword tool to also see mobile trends for your selected keyword over the previous year. Use these findings to inform your bidding strategy. A subjective approach is to view your keywords in the eyes of your users. Are the keywords in your campaigns ones that you would type into your mobile device? Although more people use voice recognition to search, there are still those who type in their request. Since typing on a small screen results in typos, you want broad match keywords in your campaign when targeting mobile users. Make sure these keywords include action-oriented terms. Some people may surf their device out of boredom while standing in line, but many search to find information to make a decision. You can capture these early clicks with an attribution model other than last-click. Mobile URLs Google provides an option of using mobile URLs in ads to customize the mobile experience, but if the mobile URL is the same as the Final URL in AdWords, adding it does not impact mobile performance. This is designed for people who have different pages for mobile users. AMP pages An open source initiative, Accelerated Mobile Pages (AMP) solve the issue around slow landing pages to make them faster for mobile. Business that have used them find a much quicker loading time and a more engaging experience. You can also use the AMP version of your website in this option for final URL Bid strategy Take advantage of machine learning with a Smart Bidding strategy in your AdWords campaigns. It considers the multiple signals around device type and browser for auction-time changes, offering more targeting than we could do manually as an AdWords account manager with simple bid adjustments. Monitor device performance with this strategy and prioritize mobile traffic if it does particularly well on devices. Attribution models In all AdWords campaigns, regardless of device, many advertisers use the last-click attribution model, which is not ideal for any campaign, including those targeting mobile. It gives all the credit for a conversion to the last touchpoint - the last click - which misses out on how other interactions influenced the decision to convert. If you have enough data in your account, utilize the Data-Driven Attribution Model. If it is not available to you, consider one of the other options besides last-click attribution. The right reporting for mobile marketing Before you target mobile users with advertising, check first that your site performs well on mobile devices if you do not plan to have a mobile specific URL. Start with a quick test for mobile speed to see if you are at risk of losing traffic. Next do a quick SEO check of your site which is based on Google’s guidelines, which is also relevant to paid traffic. For all your campaigns, not just AdWords, you need to consider metrics such as sessions by device type for general site behavior and conversions once a campaign is running for a while. To minimize manual work for reporting and analysis, use a Littledata report pack which pulls in data from Google Analytics to offer automated reporting on customer touch points, providing data you need without the manual labor. And remember your mobile users are on the go, so any advertising needs to cater to them in the moment! Want to know more? Get in touch with Tina's agency, 360 Internet Strategy, and follow her on LinkedIn.
How to quickly build user personas for PPC campaigns
Buyer personas. User personas. PPC personas. Are these just marketing buzzwords? Do they mean months of planning before you can even begin your PPC campaigns? The answer to both questions is a straightforward no. 'User personas' don't require months of extra work to build, and they aren't just another marketing buzzword. If you follow my suggestions below, you can quickly create personas to help target and optimise your next PPC campaign. Start with brainstorming Brainstorming should come at the very beginning of your process. What do you already know about your audience? This can be old-school brainstorming with a pen and paper, or a more business-like approach with a whiteboard in your conference room. If you do this with a team, hand out some Post-it notes for jotting down ideas. The Post-it notes approach makes it very easy to move your notes around and begin grouping by identified themes. Quickly create simple personas The key here is simplicity. There is great content out there on creating more complex personas, by using a resource such as Hubspot’s 100 Questions. For the simple approach, I look at three areas to kick things off. Describe the audience by their demographics: gender, location, age, parental status, income, etc.. Identify the biggest problems they want to solve. If you are unsure how to define this one, start with 'I want' or 'I need' to put yourself in the position of your audience. For example, as a marketer, my ongoing problems include automating mundane tasks and creating simple personas. Ask how your offering specifically solves the identified problems. When it comes to creating personas, Littledata can help by automatically building personas with existing Google Analytics data. With this information, create a very short narrative with the key descriptors and needs of each identified persona. Find the perfect image Do this after you finish the above steps. You do not want to start with image and then create a persona to look like that person. (There’s some great discussion on that on UX Mastery). One step I often recommend is to look at images of people in existing marketing materials to see if they represent the personas created from this exercise. Digital tools to help you create user personas After you do some brainstorming and jot down initial notes about personas, you can next turn to digital tools to help you. MakeMyPersona.com is aptly named because it helps you do just that. It is a way to organize some of the thoughts that came up in the earlier steps. Those in the B2B market can try Up Close & Persona. It meets my criteria of simple and takes you through questions that help you think of appropriate messaging for your audience. However, some of the questions have only a few preset answers so I would not start this tool. It could box you into narrow thinking. Littledata’s buyer personas feature helps you identify the website visitors that are most likely to convert. We know that Google Analytics does not do all the work for us, but there is a lot of data available for analysis. Compare these findings to what was uncovered during brainstorming. Develop your PPC campaign around the user persona Take your 'I want' and 'I need' statements and pull out some of those phrases as keywords. When it comes to choosing PPC keywords, stay away from your corporate lingo, and instead think about how your prospects talk about you. These keywords will help you match your message to each persona. Is your persona trendy with a sense of humor? Maybe you will get a little snarky with your messaging. Is the need something serious, such as a health issue? Stay away from the snark and instead be really clear about your benefits. Create an offer that matches the persona. An intellectual, highly educated executive may take the time to download and read your white paper. A busy single parent with four young kids wants a solution. And wants it quickly. Segment personas by channel. I like Littledata's buyer personas because they let you see how to adjust your ad spend based on specific marketing channels beyond Paid Search. PPC is not the only place to reach your audience. You will - hopefully - have a multi-channel approach and need to understand Organic Search, Email, Referral, and Social in addition to PPC. Unless you have an unlimited marketing budget, you may not be able to reach every persona and on every channel. One consideration for your PPC spend is to focus on the longer tail or brand name keywords. This is definitely a smaller audience, but it will capture people further down the funnel who are more likely to buy. What to do next I hope that you find this simplified approach to developing personas useful in kicking of the next stage of your digital marketing! My goal is to provide steps for you to take action and not get bogged down by the prospect of developing personas before kicking off a campaign. You may want to refine this approach over time, but the important thing is to get started now. Even with the best planning, you may find some surprises in your campaigns after you get started which is why I always watch new campaigns closely, especially in those first few days. Monitor your performance by channels in Google Analytics and be prepared to adjust your ad spend. Your ROI will vary by offer and user persona, so focus on actionable analytics from this wealth of data to make the right decisions for your particular business. Want to know more? Get in touch with Tina's agency, 360 Internet Strategy, and follow her on LinkedIn.
How to drive more traffic to your ecommerce site
Are you following a strategy to increase ecommerce site traffic, or are you shooting in the dark? In this guest post, Courtney McGhee outlines proven ways to get more web visitors. So you’ve created your ecommerce site and you’ve set up your social media profiles. Why isn’t your audience flocking to your site, cash in hand? The truth is, creating your website and social presence is only the first step toward generating traffic. Your strategies on these platforms will ultimately determine the amount of traffic that lands on your pages. You need to invest time, create relationships and sometimes even invest some money if you want to boost your numbers. In this guide, I'll show you proven ways to drive ecommerce site traffic. Step 1: Decide how many daily visitors you need Setting a clear, attainable goal should be the first step if you want to increase your traffic. Marketing strategies can be overwhelming if you don’t first determine what your goal should be. First, decide how much annual revenue you are looking to earn. Let’s look at the example of $350,000. Next, divide your total annual sales by the value of your average order. Let’s say your average order costs $50. This calculation gives you the number of annual orders you will need to reach your sales goal. For our example, that number would be 7000, or about 19 orders each day. Let’s realistically assume that 19 orders per day come from a conversion rate of 2%. That means you will need around 960 daily visitors if you are going to have 19 orders each day. These numbers will show you how much time you need to spend on generating traffic and can help you set attainable and measurable goals. Once you've decided on the amount of traffic you're shooting for, make sure your Google Analytics setup is giving you accurate data about all of your websites (including microsites) and isn't duplicating visitors. You'll also want to set up goals for specific events, such as when a customer adds items to their cart, signs up for your email list or completes a checkout. It's better to set up this tracking early before launching your new strategy--otherwise you won't know whether or not your new strategy worked! Step 2: Start your search engine optimization (SEO) Search engines are (or should be) one of the biggest sources of your traffic. Now, it’s time to milk them for all they’re worth. Search Engine Optimization (SEO) should be a main focus to drive organic traffic to your site. Whether or not you have just launched your ecommerce store, you should make a habit of reviewing each page and product on your site. To do this, you need to start an SEO audit. Enter your URL on an SEO tool like WooRank, and start an Advanced Review. You can add up to three competitors here to take your SEO up a notch. Add keywords you want to track in the Keyword Tool, and choose the location where you want to focus on. In the keyword tool, you will be able to see the volume and rank for each keyword and how you are doing against your competition. There are plenty of free keyword research tools available if you aren’t sure which ones you should be targeting. Now that you have chosen your keywords to use for optimization efforts, you should make sure you are using them in a consistent and natural way. Using them in your title tags, meta descriptions and body content will help you become more visible to your target audience. To really optimize your keyword strategy, I recommend setting up site-search tracking to see what visitors are searching for on your site and also monitoring how keywords convert on your site by adding Search Console to your Google Analytics account before moving onto the next step. Step 3: Craft your content...carefully Even for an ecommerce site, it is essential to have useful, relevant and authoritative content. Of course, it is critical to have product images, but product descriptions will really help you boost your traffic. With product descriptions, you can weave in the keywords you can easily rank for that can also drive conversions. It’s actually easier to rank higher for long tail, localized keywords that will align with your visitors’ search queries. If you are selling garden supplies and you can rank highly for “planter for tomatoes”, the produce descriptions should use “planter for tomatoes”. Include that phrase in the title, as well. The product images need to be clear and representative of the actual product you are selling. Don’t forget to include the alt text with every image you use. This should go without saying, but don’t use images you downloaded from the internet that aren’t pictures of what you are actually selling. Also, you can create content like product reviews or comparisons of different brands and models that are optimized for “planter for tomatoes”. You can experiment with other types of content on social media, like videos, that can help you rank highly on search results. Videos related to the product that can also be embedded on your site is another easy way to incorporate your keywords in your content. Step 4: Tap into social media influencers In terms of brand engagement, Instagram is one of the best platforms. There is a whopping 25% more engagement on Instagram compared to other social media platforms. Also, studies show that nearly 25% of online shoppers are influenced by social media recommendations. In order to tap into the influencer market, you need to find the people who are willing to feature your products to their many followers. Finding those people, though, is easier said than done. A tool like WEBSTA can help you find the most popular Instagram hashtags and accounts. Once you find the influencer with a substantial amount of followers that aligns with your general category, you can contact him or her and ask for your product to be featured. Step 5: Entice visitors with contests Let’s be honest: everyone loves a good freebie. Does your site have a gift that your customers will find worthwhile? Use your social media profiles, your website and your influencers to get the word out that you are having a contest for free goodies. If your potential customers think your gift is valuable, they will share it with their friends and families. The only con to this strategy is attracting people who are only interested in free stuff. These users will likely never convert to customers, so use this option only when it makes sense for your brand. Step 6: Publish user reviews Search Engine Land noted that 88% of shoppers trust reviews they read online. You can encourage your users to leave reviews on your website and social media accounts. Reviews will help you rank higher in search results, and users are more likely to click on your site/social media pages. User reviews ensure fresh, relevant content - a big plus in Google’s eyes. Here are some more stats from Econsultancy on why user reviews are so valuable: Bad reviews improve conversions by 67% 63% of customers are more likely to make a purchase from a website with user reviews Reviews generate an average boost in sales of 18% Step 7: Pay-Per-Click (PPC) advertising At least 43% of ecommerce traffic, on average, comes from Google search (organic). But, more than a quarter of traffic is coming from Google AdWords, according to Wolfgang Digital. So, it’s important to have both your SEO and PPC set up correctly. As mentioned above, during your keyword research find the keyword your audience uses most, like “tomato planters”. This includes the long tail keywords, too, like “best planters for tomatoes”. Now, run a PPC campaign including both keywords. Primary keywords will generate more traffic, while long tail keywords will drive less traffic but higher conversion rates. To increase conversions even more, you can link your AdWords account to your Analytics account, then use Buyer Personas for specific marketing channels to target those users that are more likely to spend money on your site. So, are you ready for real growth? Bringing traffic to your ecommerce sites all starts with setting a clearly-defined goal. You need to know where your existing traffic is coming from, and optimize all of your platforms for your visitors and search engine bots. Incorporating other strategies, when done correctly, will help you bring more eyes to your site. Contests and PPC advertising are great ways to get your product in front of your target audience. I hope this guide helps take your online store to the next level! Courtney McGhee is on the Marketing Team at WooRank, an SEO audit tool that has helped millions of websites with their SEO efforts. A former journalist in North Carolina, Courtney shifted gears and entered the digital marketing world in Brussels, Belgium.
How to improve AdWords retargeting using ecommerce checkout steps
In the ecommerce world, one of the smartest ways to improve ROI for marketing campaigns is to retarget customers who visited your website in the first place. These visitors are already in the market for the types of products that you sell, but how do you pull them back if they've dropped out of the checkout process? The most effective way to grab these customers is to target them based on where they dropped off. Luckily, Google lets you do exactly that: with the right analytics, you can set up retargeting campaigns based on checkout behaviour. At Littledata we've helped online stores in over 50 countries to improve marketing ROI using ecommerce tracking. In this post I share three simple steps you can take to improve your AdWords retargeting based on ecommerce checkout behaviour. 1. Set up accurate product tracking for your store Enhance Ecommerce tracking has been available from Google Analytics for a couple of years now. If you're already using this Google Analytics feature, good for you! Having product data means you can take advantage of this and create Audiences that then can be shared with AdWords (and other platforms). In order to improve AdWords retargeting using checkout steps, you must have checkout tracking and Enhanced Ecommerce enabled in Google Analytics. Then you can follow this checklist to set up accurate product tracking that can be used for Audiences in AdWords. Check out this resource (or share it with your lead developer): Google's Guide to Measuring a Checkout Repeat after me: "The fields must by dynamically populated! This is important!" Clarify where the checkout process starts and ends on your website (and again, if your developer is handling the setup make sure they're clear about each stage in your checkout funnel, including where the process starts and stops) Set up checkout tracking based on that process Once this data is successfully coming into Google Analytics, you're ready to create Audiences and share them with AdWords At this point, it's important to mention that there are a lot of elements to Enhanced Ecommerce tracking and each part needs to be set up separately. For example, you will not automatically be tracking product categories, listings and details. If you're not sure how to implement the full extent of Enhanced Ecommerce, we're here to help. If you're using the Shopify platform, you're in luck, as our Shopify reporting app's audit feature checks for accurate product and checkout-step tracking, and automatically assists with setting these up for you. The app works directly with the Google Analytics setup for your Shopify store, so you don't have to deal with Shopify's native reporting, which doesn't let you see how users are progressing through the checkout process. 2. Analyse customer behaviour, including checkout steps Shopping cart abandonment is the most frequent complaint we hear from ecommerce marketers. Why does someone add products to their shopping cart and then just abandon it completely? This isn't common in brick-and-mortar stores, so why does it happen so often online? Remember that online shoppers don't want to leave those things behind. They were attracted to those products and have expressed the desire to buy. But with a bad checkout flow, too much information or too little, they'll fly away and leave behind only unloved products with high shipping costs or under-promoted benefits. One of the best Enhanced Ecommerce use cases is the Checkout Behaviour report. This is essentially a Shopping Cart Abandonment report, showing weaknesses in your checkout process and where to invest your time and money to convince users that have added-to-cart to go ahead and complete a purchase. Why is this important and relevant to AdWords? Well, everything in marketing is about perspective. The above report doesn't only show you where you could improve your checkout flow, but also where you've lost customers. 'Lost' is the key word here. If you're losing a significant percentage of customers at the shipping stage of your checkout process, this is an opportunity to improve - and to market those improvements using AdWords. For example, you might look at that report and ask yourself: Are you charging customers too much for shipping? You can't really change that cost for all carts (we know that shipping costs are significant) but you could, for example, offer free shipping to shoppers with items in their cart over some profitability margin. Retargeting those users in Google AdWords is an effective way to show them that you're ready to reward them for making large purchases from your online store. Are you limiting yourself to too few territories? Put your analysts to work to find out where customers that leave the purchase flow want their goods to be delivered. Can you extend your logistical capabilities, or do you have a brick-and-mortar store nearby where you can direct these shoppers? Use AdWords retargeting to let them know. Of course, Google Analytics' native reports aren't for everyone. If you find them confusing or haven't worked extensively with enhanced ecommerce data, check out Littledata's report packs. These automated reports are an easy but comprehensive way to read and interpret ecommerce data without any hassle. For the purposes of tracking checkout steps to improve retargeting, I'd recommend our Ecommerce behaviour pack, which includes reports on shopping behaviour by marketing channel and checkout steps. 3. Set up retargeting campaigns based on that data How do you retarget users in AdWords based on Google Analytics data? Fear not, my brave colleagues! If you've made it to this step, you shouldn't have any trouble creating powerful retargeting campaigns. First you'll need to create a new Audience. In your Google Analytics Admin, find Audience Definitions in the middle of the screen near the bottom. Click on New Audience. Click on Create New and on this screen go to Conditions and Filter Users to Include the steps you want to target with this Audience. Set the Shopping Stage to contain (equal) 'Checkout_Abandonment' or 'Checkout_1', 'Checkout_2', etc. - wherever your customers have been falling off and leaving a basket full of goodies without completing the purchase. (Note that this field is auto-completed, so give GA a second after you start typing to show the options here.) You'll then need to set a time period. Think about your specific business and how far back you want to go with the search. Once you're happy with your selection, pick which Google AdWords account you'll want to link to this new Audience. That's it! You're now ready to run PPC promotions to a buy-ready audience that would otherwise have disappeared. I hope you've enjoyed this quick guide. Please drop me a line below and let me know how you use checkout steps in relation to AdWords. I always love to hear how other specialists in the field combine platforms to create perfect marketing. PRO TIP: If you're in a country with Google Merchant available, you can benefit from dynamic remarketing. This does take some extra setup on the product level, so let us know if you have specific questions. (And stay tuned - we're planning some Google Merchant Center-related posts for the near future.)
How to choose between free and paid marketing channels
This is a guest post by Patrick Rauland, co-founder of the Lift Off Summit, a free virtual conference for growing ecommerce businesses. When someone starts an online store they usually look at their bank account and if they have money they go with ads. And if they don't they go with free marketing channels. And while this makes sense it isn't the best way to think about marketing and getting traction for your store. In this post, I break down the real differences between paid marketing channels and free marketing channels to help you figure out the best route to help your growing online business reach the next level of success. The Free Channels There are a lot of free channels you can use. Just to name a few there are: Search Engine Optimization (SEO) Content Marketing Facebook pages Twitter Instagram Pinterest Video marketing (YouTube) And all of these can drive traffic to your store. But you have to start building an audience on these channels first and figure that out before you start driving serious traffic to your store. This can be especially hard on some platforms like Facebook that suppress organic page posts and instead display ads. Another problem is that these strategies usually take a lot of time. One of the most effective channels for my personal blog is SEO. But it took years to get enough organic traffic. The Paid Channels There are just as many--if not more--paid channels. Here are a few: Facebook Ads Instagram Ads Twitter Ads Pinterest Ads Google AdWords Affiliate Marketing Influencer Marketing What all of these have in common is that they can help you speed up the growth of your brand & store. Speed Up Growth Building something from scratch is hard. It's hard and it's slow. Even if you have a compelling message you might only get that message in front of a few new people each day. And only a fraction of those are ready to buy your product today. Ads let you target the perfect audience. Facebook especially has robust targeting let you target interest, ages, genders, and locations. And you can target users at any point along the customer journey. Whether they've seen your site, visited a specific page, joined the newsletter, or added something to the cart. When you can target the perfect audience you're much more likely to make the sale. If you need 100 visitors to your website to make a sale. You might only need 50, 25, or maybe if you're really good just 5 visitors to make a sale with ads. With ads you don't just pay for leads. You pay for hot leads. What About Costs? The cost of running ads can actually be quite low. I interviewed Facebook marketing expert Megan Adams for Lift Off Summit, she made a really good point about starting small and testing the results: “In the beginning…start with $5 a day and see where that takes you. Or $100 a campaign.” Amber Turril, Chief Funnel Operations Strategist at White Coat Digital said: “You can start a $5/day campaign on Facebook and see where that goes. Or $10/day on Adwords.” For $5 a day. That's $125 a month. A very reasonable amount. Even if every single click-through fails you still learn something. You can tell which ads had the most compelling message based on their click through rates. You can try different copy & different images to learn what call to actions are the best for your audience. And then apply that to your eCommerce site improving the conversion rate site-wide. Break Even First All of the platforms can show you the ROI on each of the ads. And with your first ad you're likely to have a negative ROI - meaning you lost money on that ad. And that's okay. You're going to have ads that under perform. It may take you a few weeks or maybe a month to get to the break even stage. And breaking even is the goal for someone just getting into ads. Turrill continued: “Will that one dollar turn into two dollars? It will. But first go for break even. And then go for that positive return on investment.” Paying on the Backend I've mostly been talking about ads so far - partly because they're what everyone thinks of when they think of paid marketing channels. But also because they amplify what you're already doing. There is another strategy though. You can leverage someone else's audience entirely and after each sale you can pay a commission. That means there are no upfront costs. I'm talking about affiliate marketing & influencer marketing. If you have a product that people are willing to promote (and if you don't you should evaluate what you're selling) then reach out to influencers in your space. Who is in your industry that knows your potential customers. They should know their wants, needs, and desires. And they should already have an audience. If they understand your industry and they have an audience give them an affiliate code. And you can give them a commission on any sales made with their affiliate code. I interviewed eCommerce entrepreneur Pippin Williamson for Lift Off Summit and he said: "At it's core it's really other people saying good things about you." And I think that's why this channel works so well. It's a natural extension of word of mouth. The Three Ways to Grow In eCommerce there are three ways to grow: Get more customers Get your customers to purchase more (higher average order value) Get your customers to purchase more often And when you're a brand new store it's basically just one: get more customers. That's why I'm such a big fan of the paid channels. They obviously have a cost to run. And you should always work on organic methods like SEO & content marketing. But while you're gearing those up start playing with ads. You'll usually see immediate results and can continue to grow & tweak. Patrick Rauland is a public speaker, author, and blogger. He creates eCommerce content for LinkedIn Learning/Lynda.com. He loves helping people start their own businesses and take control of their own financial future.
What are smart goals?
Smart goals measure the most engaged visits to your website and automatically turn those visits into Goals, even if you don't have conversion or ecommerce tracking. Then use those Goals to improve your AdWords bidding. This article will explain exactly what smart goals are and how to use this feature. I need to start by saying that if you want to use Smart Goals you need to have an Adwords account linked to your Google Analytics in order to enable this feature and you need Edit permission at the view level in order to get the setup done. Also, the linked AdWords account must have sent at least 500 clicks to the selected Analytics view over the past 30 days before you can set up Smart Goals. (If the linked account falls below 250 clicks over the past 30 days for the selected view, Smart Goals will be deactivated until the clicks rise again to 500 or more) Smart goals are recommended to be used when you aren't measuring conversions. Smart Goals is an easy way to use your best sessions as conversions. You can then use Smart Goals to optimize your AdWords performance based on the 'best sessions' pattern. Smart Goals are configured at the view level. Smart Goals feature from Google Analytics is the result of machine learning technologies. These algorithms will examine dozens of signals about your website sessions to determine which of those are most likely to result in a conversion. Each session is assigned a score, with the "best" sessions being translated into Smart Goals. Some examples of the signals included in the Smart Goals model are Session duration, Pages per session, Location, Device and Browser. (Remarketing Smart Lists use a similar machine learning model to identify your best users.) To determine the best sessions, Smart Goals establishes a threshold by selecting approximately the top 5% of the traffic to your site coming from AdWords. Once that threshold is set, Smart Goals applies it to all your website sessions, including traffic from channels other than AdWords. After enabling Smart Goals in Analytics, they can be imported into AdWords. [subscribe heading="Get the Littledata app" button_text="Free Google Analytics Audit"] Instructions for setting up Smart Goals If your view is eligible, you can enable Smart Goals by selecting the Smart Goal goal type when following the regular goal setup flow: Sign in to Google Analytics. Click Admin, and navigate to the desired view. In the VIEW column, click Goals. Click + NEW GOAL. Select Smart Goal (if available). Give your Smart Goal a name and click Save. No additional configuration or customization is required. (That's part of the reason why we call them "Smart Goals.") Instructions for importing Analytics smart goals into AdWords After you've activated Smart Goals in Analytics, sign in to your AdWords account, click the Tools tab, and select Conversions. Click Analytics in the left-hand menu. Check the boxes next to the goals or transactions you want to import. Click Continue. On the next page, you'll see settings that will apply to all of the goals or transactions you selected. Make your choices, then click Import goals. Click Close, or to import more goals, click Import more. AdWords will begin importing the data from your Analytics account. Historical data from before the import won't be included. The Smart Goals report To help you see how Smart Goals perform, use the Conversions > Goals > Smart Goals report. This report shows you how your Smart Goals traffic differs from other traffic. You can also include the Smart Goals Completed dimension in custom reports. The Smart Goals report shows you how Smart Goals would perform even before enabling them in your view (assuming you are eligible to use Smart Goals in the first place). This lets you determine if Smart Goals will be of benefit to you before going through all the steps above. Both the Smart Goals report and the Smart Goals Completed dimension are only available in views which are eligible for Smart Goals. Interested in getting help with any of these features? Littledata's enterprise plans include support for a dedicated account manager.
How to link Adwords and Google Analytics
If you are running an AdWords campaign you must have a Google Analytics account. We will show you how to link these two accounts so you can unleash the full reporting potential of both platforms. 1. Why should you link Analytics and AdWords? When you link Google Analytics and AdWords, you can: See ad and site performance data in the AdWords reports in Google Analytics. Import Google Analytics goals and ecommerce transactions directly into your AdWords account. Import valuable Analytics metrics—such as bounce rate, avg. session duration, and pages/session—into your AdWords account. Take advantage of enhanced remarketing capabilities. Get richer data in the Google Analytics multi-channel funnels reports. Use your Google Analytics data to enhance your AdWords experience. 2. How to link Google Analytics and AdWords The linking wizard makes it easy to link your AdWords account(s) to multiple views of your Google Analytics property. If you have multiple Google Analytics properties and want to link each of them to your AdWords account(s), just complete the linking wizard for each property. Sign into your Google Analytics account at www.google.com/analytics. Note: You can also quickly open Google Analytics from within your AdWords account. Click the tools tab, select analytics, and then follow the rest of these instructions. Click the admin tab at the top of the page. In the account column, select the analytics account that contains the property you want to link to one or more of your AdWords accounts. In the property column, select the analytics property you want to link, and click AdWords Linking. Use one of the following options to select the AdWords accounts you want to link with your analytics property. Select the checkbox next to any AdWords accounts you want to link with your analytics property. If you have an AdWords manager (MCC) account, select the checkbox next to the manager account to link it (and all of its child accounts) with your analytics property. If you want to link only a few managed accounts, expand the manager account by clicking the arrow next to it. Then, select the checkbox next to each of the managed AdWords accounts that you want to link. Or, click all linkable to select all of managed AdWords accounts under that MCC. You can then deselect individual accounts, and the other accounts will stay selected. Click the continue button. In the link configuration section, enter a link group title to identify your group of linked AdWords accounts. Note: Most users will only need one link group. We recommend creating multiple link groups only if you have multiple AdWords accounts and want data to flow in different ways between these accounts and your analytics property. For example, you should create multiple link groups if you need to either link different AdWords accounts to different views of the same Google Analytics property or enable auto-tagging for only some of your AdWords accounts. Select the Google Analytics views in which you want the AdWords data to be available. If you've already enabled auto-tagging in your AdWords account, skip to the next step. The account linking process will enable auto-tagging for all of your linked AdWords accounts. Click advanced settings only if you need to manually tag your AdWords links. Click the link accounts button. Congratulations! Your accounts are now linked. If you opted to keep auto-tagging turned on (recommended), Google Analytics will automatically start associating your AdWords data with customer clicks. For a deeper view and debugging you should also read the Google Analytics guide. Have any questions on setting this up? Get in touch and we'd be happy to help! Get Social! Follow us on LinkedIn, Twitter, and Facebook and keep up-to-date with our Google Analytics insights.
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