Believe it or not, it’s that time again for us to start gearing up for the holidays. Not every brand sufficiently prepares their paid media campaigns for this fast-paced season — and for e-commerce brands, this is especially crucial. Getting ahead of the competitive holiday season is a recurring obstacle. To start off on the right foot, you need to centralize your merchant feed, plan on making foundational optimizations, analyze your historical and competitor promotions, but most importantly, diversify your paid media shopping mix. By creating diversification within your paid media shopping campaigns, you will positively impact your holiday ROI and set up a framework for future e-commerce growth. Consider the following paid media tactics to be more effective and successful as an online retailer. Google Shopping or product listing ads (PLAs) are sizzling hot, especially while we prepare for the holiday season. Ever since PLAs gained popularity in 2011, they’ve evolved … [Read more...] about Nailing down ads for the holiday season
Whats hollow core
In many ways, being effective online means paying attention to the things that matter. That recipe includes conversion, and analytics, and metrics — important ingredients, all — but it also means using your brain to pay attention, as a human, to what your customer, another human, needs. Waitresses are great at this. And as far as I can tell, the over-worked ones at diners and dives often have the best 6th-sense for how to handle a customer. When it comes to your restaurant (your website) and your hungry patrons (your customers), and your waitress (uh, YOU!), answer me this: “Would you tip you?” Bryan Eisenberg has written about the “Conversion Trinity” as the effective formula for improving conversion from when we were at our consulting agency (back in the day). I’ve always shied away from that nomenclature since I feel it has too many religious overtones to it (IMHO). I prefer instead to think of the three core concepts as the very … [Read more...] about Would You Tip You?
A patent granted to Google today explores Web spam and the manipulation of documents and links on the Web. It describes how the rankings of pages may be influenced if they are identified as "manipulative." The identification of manipulative documents, how they might be grouped together, and how they could be treated by the search engine is described in some detail. That treatment might include removal of pages from the search index, reductions in rankings for pages, and possibly a change in how quality scores (PageRank) are calculated for links from manipulative pages. The patent was filed almost 4 years ago, on December 10, 2003, and wasn't granted until today. A good number of papers and patent applications have been published since then on Web spam, and have explored more detailed approaches, but this patent is interesting in that captures some aspects of how Google may have been detecting and fighting Web spam over the past few years (and may still be). Here's the patent: … [Read more...] about Google Patent on Web Spam, Doorway Pages, and Manipulative Articles