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    Tag: Google Shopping

    Which digital ad format proves to be the most effective?

    Posted on by Alex Wilks

    There are a lot of types of digital marketing advertisements that have unique opportunities to connect with consumers, however, in terms of effectiveness, viewability, memorability, and engagement, there may be one or two that are better suited to your brand. After all, every business has its distinguished way to attract shoppers, and what works best for one may not work well for another. So, if you’re hoping to capture a lasting effect on your e-commerce visitors, it may be time to try a new form of digital advertising.  

    Viewability and memorability digital ad formats

    We’re living in a digital age where it can prove to be difficult to attract the attention of your audience. That being said, there are many elements to consider digitally if you’re hoping to create a viewable and memorable advertisement. So, with a little creativity and some added cleverness, you’ll be able to forge an online display that’s noteworthy and significant. 

    • Instagram advertising: This type of ad campaign allows e-commerce business owners to pay and post sponsored content to reach a larger target audience. All you need is a set of images, a video, and some accompanying text and you’ll be in a better position to reach your audience using Instagram advertising. 
    • Large-format, in-article advertising: This type of ad campaign involves the use of the Google-optimized ad format, which helps e-commerce business owners place native ads within an article, between the paragraphs of the pages. It’s an ideal digital marketing advertisement because it creates a blended experience for the reader. It’s also fitting for mobile use, as the articles are created to be full-width ads that monetize for smaller screens. 
    • In-app gaming banner advertising: This type of ad campaign is alive and well, consisting of video-based content, especially in the world of casual, free mobile games. Since these types of ads are usually used during the downtime of your addictive gameplay, they are a bit more forceful, which allows them to be seen by a diverse audience. This is likely why in-app gaming ads are experiencing the fastest growth and development in advertising! 
    • Desktop banner advertising: This type of ad campaign is a highly customizable option, allowing for both video and images. You’re also able to work with a graphic designer to create a specialized size that streamlines at a particular angle across your website’s homepage. Just be sure that the banner is optimized for mobile use as well. 
    • PPC advertising: Also, known as pay-per-click marketing, PPC is an internet advertising model that’s used to drive traffic to websites, in which the advertiser pays the publisher (for example, Google and Facebook) when the ad is clicked. 
    • Google Shopping: This type of ad campaign allows users to search for products and services on Google and compare prices between vendors. To make the best use out of Google Shopping, retailers will want to use both Google AdWords and Google Merchant Center. 

    Build brand recall using your digital marketing advertisements 

    Strategic repetition is the best way for you to leverage your campaigns and build a consumer recall with your brand. While you wouldn’t want to simply do the same type of adds over and over, you’ll want to use some repetitive elements in each of your ad campaigns to build awareness, recognition, and a sense of consistency among your business. Remember that every brand caters to a specific demographic or person, so speak to your people and find yourself an ideal fit in terms of advertising. Consider things like age, location, gender, life, and even online activity if you’re hoping to align with the values of your target audience. That being said, here are some questions that you can ask yourself when plunging into a new campaign start:

    • How does my target audience align with my brand?
    • What are my customer’s wants and needs?
    • What brand message could I display to answer those needs?
    • How can I creatively support my brand identity in this ad?
    • What mission, vision, and values does this campaign speak to?
    • Will the websites running my ads be able to support the visual elements of my campaign? 

    Do you have any other expertise or experience relating to the effectiveness of digital ads? Drop a comment below to share. 

    What is Google shopping and how does it work?

    Posted on by Alex Wilks

    Google Shopping

    While there are many digital marketing tools that business owners can use to find advertisement opportunities online, investing in Google Shopping is a very advantageous way to display your product right at the origin of a customer’s search. After all, since many people use Google as their primary search engine when they’re on the hunt for a particular item, it seems like an appropriate way to get ahead of your competition. Needless to say, although Google Shopping is incredibly popular, it’s crucial to understand how this tool should be used to drive sales, leads and overall website traffic.

    What is Google Shopping?

    Google Shopping is a service that’s provided by Google which allows customers to search for, view and compare product pricing. It’s powered by two platforms, Google Merchant Center — where your product feed lives — and AdWords — where your shopping campaigns live, as well as where you set your budget, manage your bids, gain insights and make optimizations based on the performance of the campaign.

    What makes it so unique?

    Google Shopping is quite a bit different from traditional text ads. The setup and management that triggers your ads are determined by the feed, the site, and the bids that you make. While there are some strong similarities to SEO, success in the field of Google Shopping boils down to the following areas.

    • Feed creation and optimization: The diversity of your product data, product images and the price are all included in this area. After all, the more relevant your ad is to the searched keyword, the more likely that Google will display your product on that given search.
    • Bidding: If you bid too much your campaign will not work efficiently, but if you bid too little it will not be able to gain traction. When considering the amount that you’re going to spend consider the price of the product, your profit margin and the e-commerce conversation rate. Keep in mind that you want to make a profit, so, it’s important to find a sweet spot where you’re able to slowly increase your bids over time as they prove to be profitable.
    • Monitoring and Optimization: An added benefit of Google Shopping is the ability to keep tabs on your campaign performances. It’s important to monitor your data frequently so that you’re able to make adjustments to your strategy throughout the cycle of the campaign.

    How does Google Shopping work?

    The best part about Google Shopping is that initially, you don’t have to pay anything. Once a Google user searches your key term, if they happen to click on your product ad a payment will then be made. Following the click, the user will be directed to your online store in the hopes that they will follow through with a purchase.

    How can you set up Google Shopping?

    Before you’re ready to start promoting your products on Google you will need to set up an AdWords account and follow a series of steps to launch your campaign. If this sounds too complicated for you it’s best to speak with a digital marketing team that’s experienced with campaign management so that they can set up, launch and manage your Google Shopping campaign moving forward. Best of luck!

    Are there any disadvantages with Google Shopping over other digital marketing advertisement methods? Please drop a comment below to start a conversation.