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Phil Turicik

Tips & Tricks

Understand Your Google Shopping Competition with Auction Insights

Understand Your Google Shopping Competition with Auction Insights

Hidden away in the AdWords dashboard, the Auction Insights report delivers a comprehensive overview of the competitive landscape in Google Shopping.

We’ve suggested myriad tools and strategies savvy e-commerce marketers can use to optimize their Shopping campaigns. But no campaign exists in a vacuum. Every retail business has competitors, and these rival sellers can influence Google Shopping outcomes.

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Tips & Tricks

Enhance Your Holiday Marketing ROI With Customer Match & RLSA

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It’s a hectic time for e-commerce marketers. Holiday shopping is in full swing, and retail sites are experiencing their annual year-end surge in traffic and sales.

All the hard work of planning and strategizing is paying off. And as a bonus, two of Google’s built-in remarketing tools — Customer Match and RLSA — offer an opportunity to keep the retail cheer going way past December, by re-engaging holiday customers with Google Shopping ads in 2017.

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Tips & Tricks

Dress to Impress in Google Shopping: 6 Tips for Apparel Retailers

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The apparel business is competitive. Fast fashion rules. Styles are on-trend one day and shelved the next, making catalog churn nearly constant. With razor-thin margins and customers now accustomed to perks like free shipping and returns, apparel retailers can feel squeezed when it comes to e-commerce.

But by using Google Shopping smarter than the competition, you can gain the edge. With seasons changing and holiday around the corner, now is the perfect time to outfit your Google Shopping campaigns for success. Here are a few tips you can use to get started.

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Data

Case Study: How to Drive 44% More Revenue on Google Shopping in 90 Days (While Maintaining ROAS)

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When I first spoke with Brandy Lorah, Boscov’s Director, E-commerce Marketing, she told me that one of her big goals was to grow revenue on Google Shopping and keep cost/sale (also calculated as ROAS) steady.

Brandy also told me she wanted to see that revenue growth happen consistently through the year — and not have a big drop-off after the holiday shopping season.

I bring this up because many retailers have shared similar goals with us. They want to incrementally drive more Google Shopping revenue. And if that means increasing investment, it’s OK — as long as they maintain their ROAS or cost/sale goals.

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Tips & Tricks

Testing, Testing … for Google Shopping Success

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It’s true. We live in a world of more. And Google Shopping is no exception.

More impressions. More site traffic. More revenue. Who doesn’t want more in e-commerce? No one. (At least no one we’ve met.)

Many e-commerce marketers using Google Shopping PLAs have strong brands and expansive catalog selections. They might also be operating their campaigns at a level they consider to be efficient, but they want to know how to get to the next level.

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Tips & Tricks

6 Routes to Google Shopping Success for Auto Parts Retailers

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There’s no such thing as cruise control for e-commerce pros in the automotive and motorcycle world.

Marketers in this space must contend with thin margins and heavy competition. And when your catalog contains thousands of obscure parts (why, yes, we do have a tail light for a 1967 Ford Mustang), knowing which products and tactics work best for Google Shopping PLAs is challenging.

These factors bring enough complexity to the channel to rival a limited slip differential. To simplify things, here is a road map that auto parts e-commerce marketers can use when planning their Google Shopping strategies:

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Google Shopping

Look on the Right Side: What Google’s SERP Update Means for You

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Last Friday, just as many e-commerce pros were wrapping up the work week, Google dropped a bombshell: The search engine will no longer show ads on the right side of the screen for desktop searches (with one notable exception, which I’ll get to). So much for a no-stress weekend …

Google had been testing this update in several markets since 2010, but the move leaves plenty of e-commerce marketers determining how to react. This week, a few members of the Sidecar team are in Palm Springs for eTail West 2016, and the word is that countless conference-goers are buzzing about the change and what to do next.

While the long-term effects of the update aren’t clear yet, here’s what e-commerce marketers need to know for the weeks and months ahead.

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Tips & Tricks

3 Tips for Turning One-Time Shoppers Into Repeat Customers

One-Time Shoppers Into Repeat Customers

Last Updated: Dec. 12, 2016

E-commerce marketers are among the most sophisticated marketers out there. The race to gain impression share and conversions through promotions is intense, driving e-commerce marketers to innovate and test new strategies continuously. You must compete – in real time and with relevant promotions – for your customers, especially during peak shopping times as relevant to your catalog.

However, as a former colleague of mine used to say, “E-commerce marketers jump over dollars to pick up quarters.” In other words, marketers can become so consumed with the short-term goal (i.e., completing the transaction) that we forget the key to long-term growth is in parlaying highly-motivated transactional shoppers into loyal, repeat customers with a solid lifetime value.

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Tips & Tricks

Are Your Landing Pages Hurting Your Google Shopping Optimization?

Optimizing Landing Pages for Google Shopping

Last Updated: Dec. 12, 2016

As the old saying goes, you never get a second chance to make a first impression. This idiom rings ever so true in the world of online shopping, where consumers are in control and retailers are in a hyper-competitive race to win their business. Currently, no channel is as competitive as product ads and none are performing as well for retailers as Google Shopping.

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