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Denver-based digital marketing agency, Inflow, is a premier Google Partner that specializes in growing results specifically for eCommerce clients. Inflow recently published a comprehensive eBook, How to Identify and Execute a Winning Google Shopping Campaign, aimed at helping advertisers get the most out of their Google Shopping ads.

Content produced in partnership with Inflow.

A brief history of Google Shopping

Google Shopping was initially launched by Google in 2003 under the name Froogle.

While initially free for vendors, in 2012, Google rebranded the service as Google Shopping and pivoted to a pay-to-play model where merchants paid to list their products using the Google Ads (formerly “AdWords”) interface.

Today Google Shopping exists as two platforms—Google Ads and Google Merchant Center. Merchants update their product information in Merchant Center, and create their paid shopping campaigns via Google Ads.

Google then displays your ad based on user search queries it deems most relevant. Unlike Google Search, Google Shopping campaigns operate without keywords.

Shopping ads, also known as product-listing ads or PLAs, differ from standard text ads because the content of the ad is pulled directly from the Merchant Center feed. Ecommerce-specific data, such as product images, price, rating, description and more, is displayed to users in place of ad copy.

The following screenshot illustrates the difference between text ads in a Search campaign, PLAs, and organic listings in Google’s search results for the query “levis jeans.”

Source: Inflow

On the Google Shopping experience, Inflow writes: “With Google Shopping users can browse and find the product they want without having to leave the search results page. In addition, the Shopping ad takes you directly to the product page of the product you see instead of sending you to a generic landing page. This tends to result in higher conversion rates and a much shorter customer journey.”

Three common Google Shopping mistakes

In their eBook, Inflow lists three common Google Shopping mistakes that advertisers often make. While discussed below, more details on each are available in the eBook.

Mistake #1: You haven’t added any negative keywords to your PLAs

You’re likely already using negatives in your Google Ads keyword campaigns, but did you know that you can also leverage negatives in your shopping campaigns?

Inflow recommends that advertisers review Shopping search queries every 7 – 30 days (based on traffic levels)  to ensure ads are not serving for irrelevant terms.

Mistake #2: You’ve failed to segment your shopping campaigns

As with Search campaigns, Shopping campaigns perform better when they are organized and appropriately segmented. Per their eBook, Inflow states  “Oftentimes in an audit we identify instant wins from simply organizing a messy account.” 

Depending on the account, there are many ways to organize Google Shopping. According to the eBook, “products can be segmented by margins, product type, bestsellers, etc.” Segments can be created using thematically relevant ad groups.

Mistake #3: Your account suffers from poor campaign structure

The right campaign structure is just as important as correct segmentation for Shopping campaigns. Thoughtful and strategic campaign structures ensure traffic is directed to your best performing, most relevant products - and help save a lot of money.

The right campaign structure will also create more optimization levers so you can be sure your PLAs appear as often as possible and are leveraged appropriately by device.

Choosing a campaign structure

Inflow lists and explains three approaches that eCommerce marketers can take when structuring a Shopping campaign.

These approaches differ based on several factors, including sales volume, search queries, and customer demographics. Inflow suggests first analyzing the following:

Sales per day

Smart Shopping is a campaign type within Google Ads that uses machine learning to automate campaign management and increase conversions. But, like any machine learning, it is only as good as the data at its disposal. 

Sales volume can affect performance of Google’s Smart Shopping campaigns and should be considered when deciding on a campaign structure. If you have high-ticket items that amount to fewer sales per week, this campaign setting may not be right for you.

Inflow provides in-depth guidance on how smart shopping works. “While all products behave differently, understanding how much conversion data Google will be working with is a crucial step in determining what your Google Shopping structure will look like,” Inflow explains.

Search query traffic

Google’s search terms report allows advertisers to see when their ads are triggered for the specific queries that users type into Google.

Inflow advises advertisers to review this report so they can understand trending queries that lead to sales, enabling them to adjust their campaign to focus on the best performing products and categories.

Customer demographics

The eBook addresses the importance of understanding your customers when applying manual bidding. This piece helps explain how to reduce wasted spend by getting your Shopping ads in front of the right people using demographic bidding.

Building winning Google Shopping campaign structures

With the common mistakes and important considerations in mind, the final piece of the puzzle is campaign creation. Inflow reviews three winning Shopping campaign structures that each leverage different features available to eCommerce marketers.

Smart Shopping campaign - no segmentation

This fully automated structure relies on machine learning to serve and optimize Shopping ads.

While these campaigns save time and allow the marketer to focus on big picture strategy, Inflow cautions that they can be wasteful and difficult to optimize as you lose control of the levers you have in manual Shopping campaigns.

Smart Shopping with segmentation

This hybrid approach leverages AI while also providing more manual control options for marketers, allowing for the adjustment of budgets by segmented groups.

Manual tiered structure campaign

This third and final approach requires more work and setup time, but holds value in the leverage it affords marketers. With a manual tiered structure, you’re able to easily adjust bids, set priorities, view search queries, and manually prioritize high-performing products.

Inflow provides more information about the benefits and implementation for each of the above strategies in their eBook, which is available for download here.

The post How to be successful with Google Shopping Ads appeared first on ClickZ.

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Brands and marketers keep looking out for platforms that can help their business grow. When platforms like Facebook and Instagram show signs of saturation in terms of organic reach, LinkedIn saves the day.

With over 310 million monthly active users, LinkedIn is everything that someone would need to grow professionally. It has become what Facebook was a few years back in terms of providing opportunities to brands and connecting them to their potential customers.

However, in a crowd of 30 million company pages, to stand out and grow your brand is undoubtedly a tedious task. And in order to unlock the true potential of LinkedIn, you need to stand out. So how to do that?

We’ve listed the best strategies that can make your brand stand out on LinkedIn in 2020.

The top three prerequisites of a great LinkedIn profile

But before proceeding, there are a few prerequisites.

Have an optimized company profile

Before starting with anything, you need a few gears with you and an optimized company page is that gear here. Your page is the first thing that anyone would check before interacting with your brand. Make sure that when someone opens your page, you have sufficient information on it.

Source: M.O.M. LinkedIn Company Page

Here are a few things to consider

1. Make sure your company page has a profile picture.
2. Add a background picture.
3. Fill out all the form fields: Name, LinkedIn Public URL, Website, Company Size, Company Type, Logo, and Tagline.
4. Add a detailed description of what your company does.
5. Add up to three hashtags for connecting with your target audience.

Define your goals

Just like any other platform, LinkedIn too needs a strategic approach. And the first step to developing any strategy is by defining a goal or goals. Your goals can be anything like the ones shared below:

• Creating awareness regarding your brand.
• Generating website traffic.
• Boosting your personal brand.
• Getting leads.
• Making sales.

Define your target audience

Based on your goal, define your target audience. The people who you wish to attract and connect with for achieving your goals. This will help you to create content that will help you execute your marketing strategies and achieve your goals.

Now that you’re done with the prerequisites, it’s time to dive into the strategies.

Six strategies to help you stand out on LinkedIn in 2020

Congratulations, you’re now up to speed with the prerequisites! You’re just six strategies away from having a successful LinkedIn presence.

1. Create posts that are related to your niche

How do you think influencers become influencers? Because they create and share content regularly. And LinkedIn’s algorithm also promotes text-based content more than any other form of content.

So the best way to stand out from the crowd is by sharing text posts as much as you can. However, remember it’s always quality over quantity. Start with three to four posts per week. You can share your work experiences or struggle stories or basic tips and tricks related to your profession.

LinkedIn, the employment-oriented online service that primarily serves as one of the world’s largest social media platforms for working professionals is a great example. Their content strategy is variety-packed, but here’s a quick look at the content types they actively publish.

A simple two-liner post that is data-backed and relevant to their audience as well as the current climate.

The post share below is purely an engagement based one but it successfully struck the chords with 5K+ professionals in just a week.

In addition to these, LinkedIn also shows its audience that it has strong values and has a voice by sharing valuable posts. However, how you choose to create content would solely depend on how your brand stands and how you’d want to connect with your audience.

Source: LinkedIn Company Page

2. Stay consistent

The biggest thing that will set you apart from your competitors is the level of your consistency. Treat your LinkedIn company page as an extension to your website. Update it from time to time. Create and share insightful posts and make sure that you engage with your audience as much as possible.

Set a posting schedule and strictly adhere to it but remember it’s always quality over quantity. So create a schedule based on your availability of resources.

3. Create videos

Videos are the latest feature on LinkedIn and so the scope of growing video content creators is more right now.

Source: Microsoft LinkedIn Company Page

You can create videos on anything that is related to your niche. People love videos because they don’t need to put any effort to watch a video and get the takeaways. There are several video creators on LinkedIn but the number is still a way lesser than text-based content creators.

Also, LinkedIn recently added a new feature of live streaming which is still available to only a few people. Now if you manage to get this feature, it would really help you to boost your LinkedIn profile.

4. Get a good hold of LinkedIn’s three engagement methods

Just like any other platform, even LinkedIn boosts the profiles and pages that have good engagement rates.

LinkedIn has basically three engagement methods that are: like, comment and share. However, there’s one more thing that LinkedIn focuses on while promoting a post which is how many people clicked on “see more” in a post. The more people click on “see more” to read your entire post the more LinkedIn thinks of it as a good post.

So if you want to make people open the entire post, you need to use the first two lines to write a captivating hook.

Also, to boost the engagement rate of your post, make sure your reply to each and every comment. This doesn’t only make the post look good to the algorithm but also boosts your relationship with your audience. You can also tag a few relevant people in your post to seek their opinion.

5. Let your employees be your biggest brand ambassadors

LinkedIn works as a digitized resume for individuals and thus provides them with the option of mentioning the past and present employers. Ask all your employees to clearly mention that they currently work for you. Getting mentioned on the profiles of your employees will help you to establish your brand name as a trusted company.

Source: Microsoft LinkedIn Company Page

Also, you can ask your employees to keep talking about their work experience in your company and provide testimonials that you can showcase on your company page. The more they talk about your brand the more people come to know about your offerings.

6. Use lead magnets

All the above-mentioned strategies are already being used by the top brains on LinkedIn but what is that secret sauce that can help get on the top?

That’s your skill!

Create an irresistible lead magnet for your target audience. This can be anything like an eBook, access to a video series, or a private group. This lead magnet will help you grow your personal brand and make your target audience reach out to you.

A single lead magnet can help you grow your audience base exponentially and generate leads for you.

To wrap up

So these were the six strategies that can be used to grow your brand on LinkedIn. However, no matter what platform you choose it’s necessary to understand the importance of consistency. Now based on your goals and audience type, choose your strategies wisely and start unlocking the true potential of LinkedIn for your business.

Harikrishna Kundariya Co-founder and Director of eSparkBiz Technologies, a mobile app development company. His 8+ experience enables him to provide digital solutions to new start-ups based on IoT and chatbot. You can connect with him on LinkedIn.

The post What will make your brand stand out on LinkedIn in 2020? appeared first on Search Engine Watch.

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