Optimizing Your Brand Performance on Shopping Ads

Historically,product listing ads gave us limited control over search queries and individual bids. One product could be triggered by a variety of different search queries and all products took the same bid. This would never be a good approach for search ads. It would have been useful if we were able to bid differently on brand searches compared to other less intent-driven generic searches. Today, utilizing shopping campaign priorities allows us to make this split.

Below is a basic setup:

How this works:

Both of these campaigns are targeting all products. This means that the high-priority campaign will trigger for any impression your feed is eligible to appear on as it will trump the low-priority campaign with the same targeting. However, we have a brand negative list applied to the generic campaign so any search queries blocked by this list will be triggered by the low-priority campaign instead.

This method allows you to have separate bids for your brand and generic terms. Ensure you achieve 100 percent impression share on your high-intent brand searches without over-bidding. This setup is particularly useful for retailers where the proportion of brand traffic is high and a small change to maximum CPC can make a big difference to spend and ROI. The split now allows you to bid based on performance for the more competitive lower intent searches filtering through the 

If you decide to add a negative to the generic campaign due to poor results, this will start triggering in the brand campaign. A useful tip is to create a list of shopping negative terms that you have applied to your brand and generic campaigns, which will prevent this from happening. 

We employ a variety of proven recommended techniques to increase your chance for top rankings.These include optimizing your website's page,content,and structure to drive traffic to your site for specific keyword research.Pixotri technology is a creative house developing quality web designs,E-Commerce solution. SEO services and Gaming development .

Contact us for your SEOrequirement.info@pixotritechnologies.com. 

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“Heavy Martech” Usage Soars, Giving Tag Management A Big Boost

Columnist Erik Bratt discusses the explosion of marketing technology (martech) over the past few years and its implication for marketers.

Watch out, marketers – here comes “heavy martech.” What else to call the stunning rise in technology use over the last three years? According to a new report by Econsultancy and Tealium (my employer which, full disclosure, offers tag management solutions) called, “The ROI of Tag Management, 2015 Edition,” (registration required) there is clearly an explosion in the development and use of marketing technology. Econsultancy produced the report based upon insight from a January 2015 survey of 311 digital marketers familiar with their organization’s use of tags. Among the many compelling insights in the report is this nugget: 51 percent of organizations are now using 21 or more digital marketing solutions — a 42 percent increase from just three years ago. The figure is compelling because, when it comes to companies using fewer solutions (10 or less), the number has actually decreased from 2012 to 2015, 43 percent to 35 percent respectively. A middle tier of companies, those using 11-20 vendors, is almost even, while the number of companies engaged in heavy marketing technology usage, 21 or more, has skyrocketed. In fact, those firms using more than 30 solutions has jumped a full 10 percentage points, as you can see in the chart below.

Another reason for the growth of tag management is its ability to support mobile applications, as well as correlate all these disparate data sources together as a stepping stone for unified marketing, i.e., the ability to drive consistent, real-time interactions across all touch points. Eighty-two percent of respondents agreed with the statement that “effectively managing tags is fundamental to real-time marketing that’s based on unified customer data.” Who knows? As marketers continue to learn how to better navigate and maximize heavy technology use, in three years we may be talking about “massive match.”


Digital marketing helps you to find yourself in first place among the other competitors.
We help you to strategically plan and execute your product and services through our online platforms.

Pixotri technology is a creative house developing quality web designs,E-Commerce solution.SEO services and Gaming development.
Contact us for your Digital marketing requirements.email-info@pixotritechnologies.com.
Visit our website:www.pixotritechnologies.com
http://marketingland.com/tag-management-comes-age-heavy-martech-usage-soars-121406

How Influencer Marketing Can Improve Your SEO

There are lots of ways to drive quality traffic to your website in 2015. Although the amount of channels has clearly increased in the last few years, your best bet in driving traffic is still organic search. According to SEO platform BrightEdge more than 50% of all traffic across a number of industries comes from organic searches. Email, display and referral is the next biggest traffic source followed by paid search.

Let’s take a look at business services sector. This is where pretty big disparities appear and if you’re in the business services sector more than 60% of your traffic comes from organic search.

Display, email and referral represents roughly 20% of all your traffic. Let’s forget display straight away, paying actual money for 0.1% click through rates is just silly. Email can be a solid traffic driver but we want to focus on referral and this is where combining SEO and influencer marketing can give you a great boost. Read on to find out how you can improve your SEO and referral traffic without spending a penny on advertising.

Times Have Changed

Since the mid-90s search engines began indexing pages and two years later the term Search Engine Optimization came into use according to industry analyst Danny Sullivan. Back in the day your regular SEO strategy consisted of finding between 5 and 15 keywords most relevant to your business or activity. Your business would focus on improving their ranking for these keywords and that would hopefully drive lots of traffic to your website.

In 2015 you could try and make this simple keyword strategy work for you but failure will be imminent. The internet, SEO and searches have changed a lot in the past few years. Keywords still have their importance but the way people search in Google (or any other search engines) has fundamentally changed.

Instead of typing the classic 2-3 keywords (like “influencer outreach” for example), people will now rather search for a phrase like: “how to scale influencer outreach”. This is called natural language search and these queries often contain more detail and their search volumes are smaller. In short, it’s often easier for your business to rank higher through producing quality content and seeding that with key influencers rather than investing in costly advertising across 10+ keywords based upon these searches.

SEO and Social

Social sharing and social profiles have always been a good way of improving your off-the-page SEO. As outlined earlier, you now have a good SEO strategy in place and have focused on some lower volume relevant searches for your business.

With a social strategy in place, the key now is to get a steady flow of Twitter, LinkedIn and Google + shares. These will all boost your search engine ranking and get you more traffic and visibility. This is of even more importance now as tweets will appear in Google’s search results in real time later this year. Plenty of people sharing your content is great but what’s even better is having key market influencers share your content.

SEO and Influencer Marketing

Social media and SEO are now working together to bring you lots of traffic and sales but here’s how you can really take it to the next level. Off-the-page SEO in social is defined by the amount of shares you receive but also by the influence of who retweets or shares your content.

Key influencers on social media can highly increase your reach on those networks but they can also have a very positive effect on off-the-page SEO. Identifying your key influencers and making sure that they share your content is one of the most overlooked SEO techniques in marketing.

Building up an influencer marketing program inside your company can have very straightforward benefits such as lead generation or sales, but don’t overlook the “small” (but extremely important) benefits like the increase of social shares and the continuous improvement of your website’s SEO. Remember most website traffic is still generated via organic search in most industries.

By applying this technique in the long run you also increase the chances of getting spontaneous mentions with the people you have been building relationships with. Furthermore, this will also allow you to get your content reblogged or reposted on some of your key influencers’ blogs, even better SEO thanks to quality backlinks!

A Few Actionable Tips To Get You Started

1. IDENTIFY YOUR KEY MARKET INFLUENCERS

It is extremely important you identify people that that are key to your business or activity. Don’t always focus on the biggest influencers, start small and work your way up.

2. CREATE ENGAGING CONTENT

Make sure you create great content that will engage your influencers and be sure to keep it relevant to your business goals.

3. SHARE YOUR CONTENT WITH THE GOAL OF GETTING NOTICED BY YOUR INFLUENCERS

This is the tricky part and this is something that will not happen overnight. Focus on building relationships first and start sharing some of your influencers’ content if your just starting with influencer marketing.

4. BOOST SOCIAL SHARES FROM YOUR INFLUENCERS

Once you have build up relationships with your influencers you’re in a good position to collaborate and maybe co –create some content in the future. This is one of the best ways of getting improved SEO and more social shares.

5. SCALE

Now that you have built good relationships with a number of influencers, be sure to always keep engaging with new and undiscovered influencers. Scaling this activity is the best way of increasing your social shares, website traffic and also boost your SEO!

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Why Content is King in SEO

Once upon a time, if you wanted to use SEO to increase your rankings, you simply crammed your website as full of keywords as possible. Some less scrupulous web designers crammed their sites full of popular, but irrelevant, keywords. Of course, that only worked for websites who only wanted to display ads and were not concerned with getting visitors to come back.

Today, SEO isn't just for con men anymore. Respectable businesses are learning how to optimize their websites so they can be found by people who are searching for the products and services they want to sell. This means, of course, that they don't just want visitors to drop by once. They hope to keep them coming back. This is why content is so important.

Webmasters and SEO experts have a saying: “Content is King.” It's very true. A website's content, even more so than its products, is what attracts visitors. If you can't write good content yourself, TechKnowSys can help you by providing an author who can write SEO-optimized for your industry.

There are two important aspects of web content. For simplicity's sake, we'll call them Quantity and Quality.

Quality means that the content should be well written and be free from those embarrassing typos that make visitors wonder if your website really knows what it's talking about. For our purposes, however, it also means that content should be rich in keywords, informative and interesting, so that the visitor feels they've learned something. Such is the power of Quality content.

Quantity, on the other hand, means that your website should be updated regularly with new content added. A visitor may return to an informational article once, or even two or three times, but if your website's content never changes, eventually, there will be no reason for him to return.

How often should you add new content to your site? This is where experts differ. Some say once a week is often enough. Others say twice a day, at least. It depends on the nature of the site, of course; a website's commercial blog should be updated once - or even twice - per day. Static content, however, can be added once or twice a week. Try to space it out. Going for weeks without adding anything then suddenly adding ten different articles isn't going to get you anywhere.

Content truly is king on the Internet. Use it properly, and first-time visitors will become repeat visitors.

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