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E-commerce advice

Tips & Tricks

4 Ways Great Content Boosts E-commerce Sales and Customer Loyalty

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If you invest serious time and money in paid advertising efforts to market your products (we’re pretty sure you do), but you’re not completely sold on the value of content in e-commerce, here are a few reasons to reconsider: 

One reason is increased conversions. Sites that employ content marketing convert nearly 6X better than sites that don’t.

Another is the competitive online retail space. 81% of customers research online before purchase. The more quality content you create, the higher your site ranks in organic search, and the more often consumers discover and engage with your products.

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Tips & Tricks

4 High-Impact, Underused AdWords Features You Should Be Using

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AdWords offers a seemingly endless array of levers to manage and optimize your Google Shopping performance. No matter how well versed you are in campaign management, it’s easy to find yourself sticking to familiar AdWords features and using the platform to less than its full potential. Knowing what works is important, but expanding your toolset in this channel is essential to getting the most from your investment.

We’re here to break routine and explore a few high-impact, underused features in AdWords to boost returns in Google Shopping.

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E-Commerce Trends

Turn E-Commerce Customers Into Advocates: A Chat with Jonah Berger

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We’ve all seen those marketing campaigns or products that blow up overnight, propelled by fans or customers who eagerly spread the word amongst friends, family, and their social networks. Plenty of e-commerce marketers drool with envy at this scenario.

Who wouldn’t want their hard work to pay off so stunningly? Or so effortlessly?

To give our readers some insight into how it’s done, we spoke with Jonah Berger, a marketing professor at the University of Pennsylvania’s Wharton School, New York Times and Wall Street Journal best-selling author, renowned public speaker, and expert on social influence and consumer behavior.

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Tips & Tricks

4 Ways Google Analytics Can Improve Your Google Shopping Campaigns

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If you’re like a lot of marketers using Google Shopping (myself included) you probably spend an inordinate amount of time glued to AdWords.

AdWords is where a lot of the magic happens in Google Shopping. With so much critical data right at your fingertips, you might not think to venture elsewhere when analyzing and adjusting your campaigns.

But AdWords data tells an even better story when paired with insights from Google Analytics. Here are four to get you started:

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E-Commerce Trends

[PODCAST] Shop.org 2016: Acquisition, Mobile, and Customer Engagement

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Vicki Cantrell, SVP of Communities at the National Retail Federation and Executive Director of Shop.org, has had a front row seat for observing the myriad ways technology impacts retail.

Before joining the NRF, Vicki worked at world-leading brands like Tory Burch, where she served as COO and CIO, as well as Giorgio Armani, Gucci, Party City and JCPenney. She was named one of the most prominent women IT executives by Executive Technology Magazine.

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Data

Google Shopping: Is It Good to Be The ‘Best?’

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It’s not just Olympic athletes; everyone wants to be the best, right? The hours I spent at the driving range last weekend certainly attest to that … And it’s no different for e-commerce marketers. I haven’t met one that didn’t want more orders, more revenue, and more profits.

That’s why marketers immediately perked up when Google made ranked Shopping ads a permanent fixture back in March, after testing them since 2014. Professionals who instinctively seek the top in all of their efforts were curious about how these ads would perform and the impact they would have on campaigns.

Well, now that the dust has settled a bit, we thought it was time to take a look at ranked Shopping ads and determine whether it was good to be “the best.”

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Tips & Tricks

Back-to-School: 5 Quick Fixes to Give Your Google Shopping Campaigns a Boost

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Wow. It’s almost the middle of August. And that means we’re right in the thick of the second biggest retail season: back-to-school.  

The NRF projects that shoppers in the U.S. will spend $75.8 billion stocking up on new gear for classrooms and dorm rooms this year. And since 46% of consumers plan to shop online for back-to-school, millions of seasonal items will be found on Google Shopping.

The time is now to give your Google Shopping campaigns a mid-term checkup to make sure you’ve got everything set up for success for the remainder of the season. Sharpen your pencils and answer a few quick questions — straight from the pages of our e-book, 10 Moves to Master Seasonality in Google Shopping.

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Tips & Tricks

10 Moves to Master Seasonality in Google Shopping

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Google Shopping is never a “set it and forget it” proposition—especially if your product catalog experiences seasonality.

Holiday. Spring. Back-to-school. Mother’s Day. Whatever your seasonal peaks are, your usual Google Shopping campaigns most likely need tinkering to take advantage of the increased traffic to your site.

Since there’s plenty where that came from, we put together an e-book that dives into everything seasonality in Google Shopping. 10 Moves to Master Seasonality in Google Shopping covers the strategy and tactics to help you market your seasonal product catalog 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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Company News

IRCE 2016: Get the Deep Dish on Google Shopping in Chicago

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250,000 square feet of exhibition space. 600 vendors. 200+ speakers. 130+ conference sessions. The list of reasons why the Internet Retailer Conference & Exhibition (IRCE), held annually in Chicago, is a must-attend event for e-commerce pros goes on and on …

It’s tough to beat Chicago in June. IRCE is held on the shores of Lake Michigan, and The Windy City is absolutely overflowing with delicious eats (more on that to come).

Sadly, the Cubs are away that week, but several folks from Sidecar will be in town for IRCE 2016, learning as much as we can and dishing out tips for improving ROI from online product advertising, including Google Shopping ads. Here’s what we’ve got in store:

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