Articles written in December, 2012

December 13 2012

Google’s New Commercial Shopping Model Focuses on User Experience


Google has changed their shopping channel from a free version, to a commercial “pay to play” model.  This has caused some questions and confusion.

Google’s original model allowed a business to upload their existing product feed from their website, to be able to rank their products directly within search results.  There were a few flaws with their model being free.  Many “businesses” did not actually sell the products they represented.  Sometimes products were not sold at all or prices were so unrealistic that credible businesses could not compete.

With the new commercial model, Google will not only turn this into a revenue generator for them, but it will allow businesses to compete more naturally.  This will not fix the issue over night, as there are still some flaws, but it will deter businesses who do not sell the product they claim to represent.

Search for “Ipad Mini” within Google Shopping and here is what came back as part of the search results:

About half way down the results, you see these two products.  While the top result is the Ipad, the second one is not.  Because this store has used certain specifications within their product feed, Google is not able to recognize that this is not the same product within the results.  However, in the new commercial model in Google Shopping, this business now has to pay to have this product listed here and therefore makes it more difficult to promote other products.  This advertiser is more likely trying to show that you can get a similar product to the Ipad Mini for a cheaper price.  It should also be noted, that this is the only result that shows up that is not the Ipad Mini and has no branding or images that would reflect an Apple product.

December 10 2012

Last-minute SEM Tactics to Target Online Holiday Shoppers


The holidays are quickly approaching and you may be strategizing on new tactics to increase sales before the year ends. Below are several strategies for Google AdWords that don’t require too much heavy lifting so, that you can implement before the online shopping season ends.

  • Google Shopping: Implement Product Listing Ads to appear in Google Shopping search results. If you have a Merchant Center account already created, sync it to AdWords and create a new campaign to target all products.
  • Offer Ad Extensions: Enable offer extensions for last minute promotions. Works great with Green Monday (December 10th) and/or Free Shipping Monday (December 17th) and can be used both online and in brick and mortar locations.
  • Automated Rules: Just because your ecommerce store is open 24/7 does not mean you need to be awake and working 24/7. Create automated rules to enable and pause those free shipping and discounted promotions you’re offering.
  • Remarketing: Create remarketing campaigns to target users who come to your site but don’t complete a transaction. Studies have shown that 70% of users place items in their shopping cart but abandon the site without finishing the sale. Target your ads to these users to ensure that you’re not leaving transactions on the table.
December 7 2012

An Overview of AdWords Ad Extension Options


Google AdWords Ad Extensions are a way for advertisers to extend their ads with deeper, more relevant content to searchers in the form of additional links within a text ad.  Ad extensions provide extra links to a standard text ad to link to additional pages within your website versus one link to one landing page. Google has expanded their ad extension options from its original release of Sitelinks over two years ago.

Below is an overview of various ways advertisers can implement ad extensions.

  • Location Extensions: Expand your ads to include location and contact information for your customers. Your business’s address(es) and phone number(s) are included with your ad text and the extensions attract customers who are interested in businesses in your area.
  • Call Extensions: Increase calls to your business by enabling call extensions which add a phone number to your ad. Customers can easily call your business directly with one touch on their mobile phones. You can also reach users on desktop or laptop devices by enabling call extensions with forwarding phone numbers.
  • Sitelinks: Increase your real estate on the search engine results page by implementing Sitelinks that can add up to four additional links to your standard text ad.
  • Product Extensions: Sync your Adwords and Merchant Center accounts to promote your products within your ads.
  • Social Extensions: Social Extensions allow Google+ users to see which people within their network have +1’ed your website.
  • Mobile App Extensions: Promote your mobile app via Google AdWords and users can download the app straight from a paid search ad.


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