You cannot deny the integrity of advertising for your sale. Ads, whether online or offline, have the potential power to drive awareness and interest. History of marketing shows a paid search of the products has a great bottom funnel in the advertising tactics. Search engine marketing works 24/7 for you. You can upload the customer’s demand ads and products over the full year. There is no off day in online advertising. And 24/7 marketing has an upper hand in the advertising and searching ads world. You can demand any ad or page at any time. Search engine marketing is at its best. As it provides you, whatever your demand is. This is the fact these days that paid search works great for the retailers in the advertising industry. We can say the future of search engine marketing is a full funnel. Paid search is at the bottom of the funnel. The question left behind is about the top and middle funnel in the search engine marketing. History shows that top funnel terms have high CPCs and low conversion rates. Which results sometimes a search marketer may feel justified in deprioritizing those terms and focusing on lower terms where the metrics look much better. Shoppers usually use the search engine across the funnel during their purchase of the products. So, just to focus on the bottom funnel is not aligned to the demand of people search. According to research from Forrester Consulting, we all do the same thing during the search.
After reading this article, you should think about your own paid search engine program. Align your paid search engine according to the way of consumers. As they use the search engine programs. You should think about the purchase decision of the consumers. Or is it left purposely bottom funnel, so it can deliver the highest Return on Advertising Spend in the monthly marketing report? You should focus on chasing the KPIs, you should be efficient in holding today’s search programs. What would be the answer to the question, if you filled funnels with the top and middle search, what would be the effect on the bottom funnel? Could it be much longer or not? The top and middle Key Performance Indicators could never stack up to bottom funnel performance, but maybe they can influence more business goals than other top funnel marketing tactics which are online forums and television. Every online search indicates a potential customer
Suppose, there are 80-90% searchers, who did not make their mind about the brand. They are not sure about the selection of the brand. They are just searching for the middle funnel. This is the time you can influence the customer can grab him/her easily. Here you can make valuable customers when they are not sure about the brand.
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Retail marketers cannot ignore the importance of Amazon. On the paid Google SERP Amazon has a stronghold. But the other retail marketers can also find the white space in the online marketing and business. As a retailer, you must know that impression share can help you in Google search. The Google Auction Insight report shows the impression share’s fact in shopping and paid search campaigns. Now if you do not know about the impression share, then, impression share is the %age of impressions your ads received. And this %age is divided by the estimated number of impressions in each ad. Google determines the eligibility of ads on, approval status and quality and target setting. Technically, impression share is a very significant factor for you, if you are an online retailer. It can help you understand your ads that would they reach more shoppers if you increase your bids or budget. You should be smart in the use of impression share. As it is a significant factor if you are advertising your product online. Evaluate your impression share alongside other performance and competitive metrics. You should identify the tactics, how to adapt your campaigns and bidding strategy to lower down the market competition pressure. Here, I presenting you the latest data and some important examples to understand it deeply. Status of Amazon’s impression share in Google Shopping Amazon is a tough and regular competitor in Google shopping and Google paid search. You cannot deny this fact as a retailer. By looking at the following data, you can easily pick the supremacy of the Amazon impression share in Google shopping. Over the last two years, Amazon is the most eligible for Google shopping auction. It clearly indicates that Amazon is eligible to serve an ad. By analyzing this data, we can clearly determine that with every year passing Amazon’s impression share is increasing. And its progression is also increasing. You can observe this on your own, by watching the influence of its shopping campaigns. Amazon increases its impression share in office supplies and home appliances as compared to sports accessories or apparel. Amazon impression share is continuously increasing. Amazon’s search query is high for home appliances and office supplies. They give a high impression share of the Amazon in Google shopping. But the contrast is some other products which are most likely sports goodies. We can pick the example of Nike here, Amazon can never take an upper hand over the Nike in the sports goods. Ramp-Up Apparel Look at the chart with a keen focus. You can easily find out Amazon’s impression share within the apparel category. Look at the data and identify the Google shopping over the past few months. Amazon has a powerful upward movement in hockey-sticking growth. The company has 7 new private label brands. According to the TJI Amazon Brand Database, Apparel and accessories have over 80 private and successful brands in the U.S.A. Amazon’s effect on paid search vs. shopping campaigns In the world of paid search, Amazon is always active and it has a huge name in it. Apart from its sustainability, Amazon continues its experiments in Google shopping strategies. As per the suggestion of the impression share, Amazon establishes a consistent growth in the paid search. Compete with Amazon, do not make war against it
Identify your bottom line and try to overcome it. Do not panic with the market situation of the Amazon. However, Amazon’s position is consistent and strong but with your belief, you can compete with it. Check out the impact, Amazon is having on your online business. You can take a huge help from impression share. Drive your marketing strategies according to the impression share. Though Amazon has a stronghold but other retailers can also survive by knowing the best strategies and being well-equipped. |
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