Thursday, 25 September 2014

Google Shopping Specification Changes - 30 September

On 30 September Google is updating their feed specifications. They are adding some  extra fields to improve search accuracy and making some changes to fields that you should already have.

These changes won't impact the majority of feeds, but they may make your feed more accurate and more useful to Google, and therefore, more valuable to your business. 

It can be difficult going through the Google help guides, so we've condensed the changes here:
  • Availability attribute - this is being simplified by combining the 'available for order' value with 'in stock'. If you use the 'available for order' for pre-orders this should be changed to 'in stock'.
  • Character length limits - Google are adding limits to how much you can write in your titles, descriptions and other attributes. These limits are quite generous and shouldn't affect too many people. Your Merchant Centre reporting will notify you if any products exceed the limit. You can see what these limits are here: https://support.google.com/merchants/answer/188494. 
  • Mobile landing pages - if you have a non-responsive site (an m. site) you can now specify landing pages. This cuts out the time taken for normal URLs to redirect to mobile sites and improves the mobile shopping experience.
  • Merchant-defined bundles - if you sell products as part of a bundle you can now specify that some products can be bought together. 
  • Apparel attributes - to make searches for clothing more accurate new categories have been added to the 'age_group' attribute and new size attributes  have been created. These are 'size_system' and 'size_type'.
These are the main changes. If you have any doubts about whether your feed will continue to work, please get in touch and we'll help you work out what you need to do.

Seven Quick Tips For Optimising Google Shopping Performance

Since Google updated Google Adwords Shopping Campaigns in August we have seen changes in the way Google Shopping has performed for our clients. In some cases traffic has increased dramatically but conversions have not kept pace. We've also found that estimated bid prices are much lower in some cases than they were with the old PLA accounts.

These trends, along with the increasingly competitive marketplace of Google Shopping, mean that you won't get away with turning your PLAs on and leaving them running. The good news is that the new functionality that Google has added makes it much easier to optimise the Shopping ad performance.

Here's our pick of the easiest, and most effective, optimisation techniques:

Pick the right Google Product Category - The feed will run without Google Product Categories but by adding the right Google Product Category you will make it much easier for Google to show your products to a relevant audience. You can download the Product Category taxonomy here: https://support.google.com/merchants/answer/160081?hl=en-GB

Look at device performance - Google Shopping won't necessarily work across all devices. We have seen some clients where adverts have been shown on mobile as much as on desktop, but without any conversions. In this instance we've paused mobile bidding and saved valuable pounds.

Use Impression share and bid price estimates to work out bids - The new Shopping campaigns give competitor data like Benchmark CTR and CPC, as well as impression share. Use these to work out how much to spend on your clicks. 

Add negative keywords - Use the Search Term report to see which keywords are sending traffic to your site via Shopping. Exclude any keywords that are don't cost in. 

Optimise headings for keywords - Unlike normal Adwords, Google decides which searches your adverts should appear for. You can increase the relevance of these searches by optimising your headings and descriptions for well qualified keywords. 

Split Out Campaigns Using Custom Labels - Custom labels, which you can add to your feed, make it much easier to split out your campaigns by product type or category. This increased granularity is absolutely crucial to good campaign performance.

Use the Dimensions Report - Use the Dimensions tab to identify poorly performing products and exclude them from your feed. 

Wednesday, 3 September 2014

Top 5 Christmas Ecommerce Upgrades

With the drowsy summer months finally at an end, it's time to gear up in earnest for Christmas. The festive season is a fantastic time to maximise on your revenue for the year, with most retailers making over 50% of their profit between October and January. However, that means implementing changes to your ecommerce site and processes now in order to make sure you’re 100% ready for the festive season. Here are our top five ecommerce upgrades to maximise Christmas revenue.

1. Generate more revenue with Google Shopping and Google Remarketing. Make sure your products are easy to find as people search for the perfect gift.

2. Maximise on success by inviting customer reviews. A reliable review can be the difference between a sale and an abandoned basket. 

3. Recapture sales through cart and browser abandonment emails. Approximately 2/3 of baskets are abandoned - but they can be recaptured.

4. If you haven't already then now really is the time to make the switch to a responsive mobile site. Over 50% of ecommerce traffic now comes from mobiles, but optimising your site for mobile is not as complicated as you might think. 

5. Upgrade to Universal Analytics and take advantage of the new demographic and ecommerce insights it offers, before acting on them.

Feel inspired? Need help with any of these? Get in touch by email or 'phone on 020 7492 1929.

Friday, 6 June 2014

Google Analytics Summit 2014 – Key Announcements


Last week Moneyspyder were at the Google Analytics Partner Summit in San Francisco. At the Summit Google announced some great new functionality that improves the quality of data collected by Analytics, as well as making the insights it provides more accessible and actionable.


  • Enhanced Ecommerce
  • Data Import
  • Remarketing 

What This Means for You

1. Upgrade to Universal Analytics - Enhanced Ecommerce and Data Import are only available to Universal Analytics users. If you haven’t upgraded yet, you should consider doing it sooner rather than later. Google are going to start phasing out the old version of Analytics soon

2. Use Google Tag Manager – Google Tag Manager allows you to add and change tracking tags without having to deploy new code, and without involving your developer. This makes upgrading Analytics easier and cheaper.

3. Get a retargeting strategy – retargeting is becoming an ‘always on’ marketing solution. Review your analytics to define your most valuable segments and market to them with the remarketing tool. A good place to start is with Google’s ‘Smart List’, which creates a remarketing list of your most valuable visitors, based on their behaviour on your site.



Google’s main announcement was Enhanced Ecommerce, which is a dramatic redesign of the ecommerce functionality in Analytics. Enhanced Ecommerce automatically tracks and displays your checkout funnel. It also allows you to view more information about products. Whereas previously it has only been possible to see how many products you have sold. Enhanced Ecommerce shows how many times a product has been viewed and how many times it has been added to the basket and then purchased.

This makes Enhanced Ecommerce a powerful merchandising tool; allowing you to identify and promote your top performing products.


Google’s other announcements make Analytics a much more accurate reporting tool. With the existing Data Import functionality, businesses could automatically upload cost data such as the cost of your email, affiliate and display ads. This makes Google’s ROI calculations more accurate.

It is now possible to upload many more types of data into Analytics. You can import your refund figures so that your revenue number in Analytics starts to reflect your actual bottom line. You can also upload additional product data, such as what category or brand they belong to.


One final thing to emphasise is the improved remarketing capabilities. Businesses can now use advanced segments as remarketing lists meaning targeting has never been more accurate.


To take full advantage of these improvements, and to stay up to date with these Analytics changes, we recommend you do the following:
  1. Upgrade to Enhanced Ecommerce and Universal Analytics.
  2. Make your life simpler by using Google Tag Manager to manage your Analytics tags. 
  3. Grow your Remarketing Campaigns - Make sure you don't miss out on easy revenue.

If you want any more information on what these changes mean, or for help configuring your Analytics call us on 0207 492 1929 or email us on info@moneyspyder.co.uk.




Wednesday, 12 March 2014

How to Reap Rewards with YouTube SEO Best Practice

Why is YouTube important?
So you don’t sell cute cats? What use could you possibly have for YouTube?

Many people are unaware that YouTube is the second largest search engine in the world. What’s more, approximately 35 hours of video are uploaded to YouTube every minute. Not only does this show that marketers need to be engaging with YouTube, but it also means that competition is fierce and you need to be engaging well, paying close attention to the SEO of your videos.  


Top Tips for YouTube SEO
The Basics
·      Give your video a relevant headline, with proper keywords. Using a colon allows you to ‘double name’ it and therefore to double your keywords. Give as much information as possible in the title as this is the first thing looked at.
·      Maximise use of the description box. Write a couple of paragraphs of good descriptive copy. At the very least, fill it with keywords or put the script from the video in. Don’t forget to add links to your website and social networks.
·      Optimise the channel that you’re posting your videos from. Post regular high quality videos on similar topics. Videos that come from a well-regarded channel will rank higher. Create Playlists, fill in the ‘About’ page and start discussions with your users.
·      HD videos will rank higher than SD videos – So make sure you upload your best quality versions.
·      Use the YouTube Keyword Tool to find the areas of high volume. 


Advanced
·      Use the closed captioning as YouTube searches through the content of your captions in order to rank videos. Since the introduction of speech recognition technology, adding your own closed captions is no longer the laborious process it once was.
·      Submit a transcript of your video so that Google know what it’s about.
·      Make sure you grab viewer attention within the first 3-5 seconds of the clip. YouTube ranks videos based on how long they’re watched for on average.
·      Submit a ‘Video Sitemap’  to Google and use mark up to let Google know about videos on your website.

Other ideas to consider when marketing through YouTube…
·      Use Annotations to give a call to action for liking your video or subscribing to your channel. This helps to promote regular engagement.
·      Promote your videos through all your other social media and email marketing channels.
·      Host your videos on your website and make sure they are easy to browse and well presented.


Want to know more, or would like some bespoke advice for your own business? Drop us an email or visit the MoneySpyder site.