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7 years ago |
Keywords, New Customer Acquisition |
Michael Griffin |
0
Most retailers don’t manage their brand-related (i.e., trademarked) keywords and non-brand (product-specific) keywords independently. This is a mistake, and a missed opportunity. Goals for Brand and Non-Brand Terms Non-brand terms are best for new customer acquisition, while brand terms assist in closing a sale but typically only by a customer who is already acquainted with …
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7 years ago |
Conversion Rate, Lookback, Seasonality |
Michael Griffin |
1
Seasonality is one of the most important factors that affect PPC conversion rates in online retail. In fact, the impact of seasonal factors alone is often higher than all the other factors I’ve written about thus far combined. ‘Tis the Season “Seasonality” is another way to state what most retailers already know: the demand for …
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7 years ago |
Conversion Rate, Marketplaces |
Michael Griffin |
0
Managing PPC campaigns for retailers with online marketplaces is a unique challenge. Adlucent has learned quite a bit on this front by managing the paid search campaigns of some of the world’s largest marketplaces. I’m defining a “marketplace” as a retail website where multiple merchants sell products and so may the marketplace owner. Amazon.com is …
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7 years ago |
Lookback, Predictive SEM |
Michael Griffin |
2
The goal of paid search management is to predict the future. To do that, PPC tools need to look at the past. The question is, How far back should they look? Let’s first review what the systems are looking at. In most bid management systems, the formula for calculating the actual (not maximum) cost per …
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7 years ago |
Predictive SEM, Ratings and Reviews |
Michael Griffin |
0
Our third and final post about ratings and reviews highlights an interesting way to use them to estimate demand. In his article, The Magic Behind Amazon’s 2.7 Billion Dollar Question, Jared M. Spool suggests that the ratio of unit sales to reviews on Amazon.com is 1,300:1. If accurate, one could deduce how well a product …
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7 years ago |
Case Studies, Revenue Growth |
Adlucent Admin |
0
Adlucent recently released a case study on the dramatic profitable revenue growth it helped Jewelry Television (JTV) achieve using paid search. In 11 months of working with Adlucent, JTV’s year-over-year revenue from paid search soared 78 percent, while margins (A/S ratio) improved 25 percent. One way Adlucent delivered these results was by significantly expanding and …
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7 years ago |
Conversion Rate, Ratings and Reviews |
Michael Griffin |
0
In an earlier post, Integrating Ratings and Reviews in Paid Search, I discussed that product ratings and reviews can dramatically impact conversion rates. But how does Adlucent leverage that knowledge? Predicting Conversion Rates When building campaigns for new products that have no historic CVR data, Adlucent uses the review quantity and average rating as two …
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7 years ago |
Inventory, New Customer Acquisition, ROI |
Michael Griffin |
0
Shop.org and Forrester Research have just released their State of Retailing Online (SORO) 2011 report. It contains a wealth of great data and insights that retailers will find useful. Naturally, some of the findings I thought were the most interesting related to paid search. 90% of the 68 online retailers surveyed indicated that in 2010 …
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7 years ago |
Conversion Rate, Predictive SEM, Ratings and Reviews |
Michael Griffin |
0
How do you predict a product’s conversion rate (CVR) when you don’t have historical data? Adlucent has found that a product’s customer reviews provide a useful data set which, in combination with other predictors, can serve as a viable proxy for CVR. Generally speaking, the higher the ratings, the higher the CVR. This makes intuitive …
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7 years ago |
Inventory |
Michael Griffin |
0
I wanted to expand a bit on my last post about inventory integration, on two points. The Effect of Long Shipping Times First, I discussed how a product’s inventory status (in stock versus out of stock) has a significant impact on conversion rate (CVR). Adlucent also found that long shipping times can have a similar …
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7 years ago |
Conversion Rate, Inventory |
Michael Griffin |
0
While managing paid search programs for Amazon.com in 2006, Adlucent discovered that integrating paid search with a retailer’s product inventory leads to dramatic improvements in efficiency and revenue growth. In particular, doing just one straightforward thing—pausing keywords for products that have gone out of stock, and then re-starting them when the product is back in …
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