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Mike Perekupka

Facebook Dynamic Ads

Worth 1,000 Words: How Rich Visual Content Converts Facebook Users to Customers

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Editor’s Note: Mike Perekupka, Senior Data Analyst and Dave LeDonne, Director of Product presented this topic at the Curalate Summit on visual marketing best practices at New World Stages in New York on Oct. 18, 2016.

Facebook presents e-commerce marketers with some unique advantages in product advertising. First, with the average American spending about 50 minutes per day on Facebook, you can rest assured your customers are spending time there. Second, Facebook hosts over 1 billion mobile daily active users, making it an ideal place to reach potential customers on mobile.

Third, Facebook offers the opportunity to relate with your potential customers through creative visual content — we’re talking cool photos, illustrations, and user-generated content. And it’s one of the ways Facebook stands out in the sea of product advertising channels.

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Data

Let’s Talk About Google Shopping Success

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Google Shopping success metrics are different for every marketer. Some marketers are all about ROAS. Others prioritize cost/sale. Still others are focused on conversion rate.

Whatever the preferred metric is, everyone wants to see a nice upward trend in performance over time, which some marketers refer to as “incremental growth.” As you might expect, marketers ask us about this a lot: How does Sidecar drive incremental growth on Google Shopping?

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Tips & Tricks

Google Shopping Search Queries Got You Down? Word.

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We asked a big question to our blog readers recently: What if you could bid on keywords in Google Shopping?

It could be a game-changer in how you run your campaigns—but also crazy complicated to implement. On one hand, you could pair products to the most relevant queries, which would give you more control over when your ads appear and how your budget is used. You could create trademark campaigns, where you push certain products to consumers who are searching for your website on Google.

On the other hand, you would have to pick your target keywords (which could easily number in the hundreds or thousands or more, depending on your catalog size), and match a SKU to every single keyword.

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E-Commerce Trends

Keepin’ It Relevant: What #RIPTwitter Means for E-commerce

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This week, the Twitterverse went all, well, atwitter with the announcement that the social network would roll out an update to users’ timelines. Instead of seeing every Tweet from each account they follow in reverse chronological order, users logging into Twitter will soon see a dozen or so of the Tweets they’re “most likely to care about” at the top of their timeline. Their usual real-time feed will then follow these curated Tweets.

Whelp, looks like I’m going to be seeing even more Tweets from @andyroddick, @RogerFederer, and @KenJennings.

While the feature is currently opt-in, it will soon become a default setting — although Twitter users will have the ability to turn it off. E-commerce brands, on the other hand, can’t afford to opt out of paying attention to the change — even if they don’t actively use the network.

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Tips & Tricks

How to Tailor The New AdWords Custom Formulas to Suit Your E-Commerce Strategy

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Every e-commerce business is different; tactics that kill it for the competition might not work for you. And many metrics you use to define your Google Shopping strategy are probably unique to your business.

So you’re probably excited whenever you have a new opportunity to zero in on the metrics that matter most to you.

Sound familiar? You’re in luck.

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Mobile

Mobile Is the Darling of Google Shopping During Black Friday Weekend and Cyber Monday

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Do we sound like a broken record yet? Mobile in Google Shopping is big and getting bigger. And now, results from Black Friday weekend (Thursday through Sunday) and Cyber Monday confirm the claim.

Mobile shopping growth soared when compared with the same five-day period in 2014. One of the most notable metrics is conversion rate, which was 2.24 percent on mobile devices for the five-day shopping period this year. That’s an increase of 131 percent over the same five days last year.

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