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Spincam Rotating Images

I have always been a big fan of Spincam though I haven’t used it much recently. I feel like it would be the perfect app to create dynamic product images that users could manipulate and control.

Today instructables had a cool rotating platform that I thought would work well for building product images. Also I noticed that Spincam added embed features. Below is a test I am running to see how the Spincam embed feature looks.

I pitched Cinemagraphs in emails at Wolverine World Wide in 2012 and now you see them in a lot of retail emails (subscribe to Urban Outfitters and make sure you are using an email browser that supports these images). I wonder when rotating product images will take off.  The technology is there.

(This is an old video, ignore my shirt….)

Different Strategies

Optimizing SEM 2014 (Part 1)

I have been at Yahoo for about four months now and I wanted to share some of the observations that I have made in that time period.  I review accounts for clients and offer search engine marketing optimization advice based on my experience.  I am fascinated by account structure and organization and I would like to see more clients use the most up-to-date best practices to improve their search engine marketing performance.

That being said, these SEM optimizations are for enterprise search campaigns and will require and automated bidding platform to manage.  Large accounts are too complex to be handled manually and need efficient, automated bidding strategies which I am not going to discuss in this article.

Additionally, I will be using the two definitions of accounts interchangeably but recognize that there is a difference.

  • Search engine accounts are individual account in a search engine.  Each search account usually has a unique sign-in and a unique account id.
  • Advertising accounts or client accounts include all the search engine accounts that one advertiser manages including campaigns and keywords.

SEM Optimizations

1) Large advertiser accounts are MASSIVE and contain millions and millions of keywords

This was sort of a shock for me. I have worked with clients that had 1.5 million keywords and I thought that many keywords was a lot (not unique keywords but the same keyword segmented by match type, device, and geo-target). Most large retailers have multiple search accounts with hundreds of thousands of keywords in each account.  I was amazed when I discovered that one retailer had segmented product category in to separate search accounts.  

Don’t be afraid of massive keyword lists and multiple accounts.  Search Engine Account Managers can help you manage performance across accounts. Develop a solid SEM account and campaign structure and grow keyword lists organically.  If you have a large advertising account with thousands of clicks a day and adding additional keywords can reduce average cost-per-click by $.10, the benefits will be huge.

2) Many large advertisers do not take advantage of multiple accounts for segmentation

If you have a decent SEM management platform or the means to monitor multiple search accounts, use different search accounts to segment keywords and traffic.  Multiple search accounts is an easy way to monitor segmentation and make sure targeting is set correctly.  Set scheduled reports, dimensions, or labels to monitor performance and targeting.  Use account management tools like Bing Ad Editor & Google Adwords Editor to make bulk changes.

A suggested account segmentation strategy in Bing would be to create nine accounts segmenting devices and match type. All the campaigns would initially have the same campaigns and keywords but keyword match type, device targeting and negative keywords would be very different.

  • Computer – Broad
  • Computer – Phrase
  • Computer – Exact
  • Tablet – Broad
  • Tablet – Phrase
  • Tablet – Exact
  • Mobile – Broad
  • Mobile – Phrase
  • Mobile – Exact

The segmentation strategy above offers four advantages:

  1. When budgets need to be reduced, it is easy to target low performing areas to pause
  2. Devices have very different metrics (CTR and Conversion Rate) and segmentation makes it easy to optimize accordingly
  3. Segmented keywords offers a way to dial in keyword bids to the appropriate level (keyword level tracking is required)
  4. It is easy to setup negative blocking

3) Mobile Conversion Rates are Changing Dramatically

It is essential that advertisers develop a mobile strategy such as m-commerce or supporting brick and mortar locations. Google is forcing advertisers to advertise on tablets.  Amazon saw 50% of their Holiday 2013 traffic come from mobile. On average, most advertisers are seeing 15% to 20% of their total conversions come from mobile (if you only advertise on computers, this revenue is incremental).  I have seen some advertisers with 50% of their conversions coming from mobile.

Mobile traffic has been on the rise for years, but it seems that finally mobile conversion rates are making it ROAS positive for Advertisers to embrace mobile wholeheartedly.

For mobile analytics, remember Google Adwords campaigns group computer and tablets together.  Google Analytics filters group tablets and mobile together.  Monitor computer, tablet, and mobile metrics separately by segmenting by device in the search engines. Most advertisers will be amazed to find how differently each device performs.

Upcoming:

  • Additional SEM optimizations: Negative Blocking, Geo-targeting, Product Feeds, & Local Keywords
  • Bing specific optimizations

Different Strategies

lonely store

3 Ways to Optimize Search to Increase Brick & Mortar Traffic

Driving customers who search online to a physical location isn’t rocket science. Often in organizations, e-commerce departments are responsible for increasing e-commerce revenue and are afraid of driving traffic away from the site.  Additional, linking online behavior to retail behavior is nearly impossible and at best, highly inaccurate.  From the perspective of traditional retailers, store managers are too busy running their business to push the digital department to make changes and optimize for physical retail sales. As an organization, the most important tactic to drive online visitors to physical locations is make retail engagement goals part of the e-commerce MBO. That being said, below are three ways search engine marketing can help brick and mortar sales:

 

1) Location Extensions

Some advertiser are hesitant to include ad extensions to their ad copy because they fear the user will click away from the site and not return. However, much like investors or job seekers, even though these consumers my be searching for an advertiser by Brand, their intent is often very different from most users you would like to attract to a website.  Location Extension offer a direct path to very relevant information for a consumer that is very interested in visiting a brick and mortar location.

Advantages:

  • Better user experience
  • Less non-converting traffic to the site
  • Larger ads at the top of the SERP
  • Competitors are pushed further down the SERP

 

2) Site links to the store locator page

Last summer, we launched an experiment with a large retail client in the Southwest. During a lull in promotions, the SEM team added a site link to the store locator page on all keywords and waited to see the results.  The results were astronomical.

The client tracked completed searches on the store locator page as a success factor.  The agency added the site link “Store Locator” to all campaigns.  The data showed about a 100% increase in the number of completed store locator searches with the site link.  Additionally, we saw no decline in online conversions and no decline in conversion rate. We just made it easier for consumers who were not going to purchase online to find the information they wanted.

 

3) Mobile campaigns

For the last couple of years, experts have been saying “this is the year of mobile”. As an advertiser, I was sick of hearing the same thing.  Advertisers have been saying, “mobile traffic is going to overtake computer traffic” and “smart phones are going to lead to more engaged users”. However, this year, my own data has show that while mobile traffic is increasing at a linear rate, more importantly, people are buying things on their phones. But I digress, mobile visitors are often searching for brink and mortar locations when they are on their phone.  There is nothing more frustrating then being on a phone, searching for a business and not being able to find it.  Take it to the next level, enable Click-to-Call and track calls over 60 seconds as a conversion.  Create regional mobile campaigns that drive visitors to a map of the nearest store location.

 

lonely store

review-avg-cust

How to Shop using Amazon Reviews

First off, using online reviews isn’t an exact science.  The purchaser is making a lot of assumptions.  Additionally, it is nearly impossible to determine if the product is good if there are under 30 reviews.  When you have very few reviews, there isn’t enough data to make any statistically significant decisions.

Look for “J” shaped distributions

review-good

Even if a lot of the top reviews are fake (lets say 50%), the distribution of reviews indicates that this is still a good product.  On average, even if a lot of 5 star reviews are fake, the average number of positive reviews is above average.  My conclusions align with the research in this article: “Statistics Unmask Phony Online Reviews”

 

Avoid a “U” shaped distribution

review-poor

 

At first glance, a product can have an average review of 3 or 4 stars. This rating may make the product seem to have average reviews.  However, if you assume that a large number of the positive reviews are fake, the average rating for this product falls significantly so that the opinion of the product could generally be considered “unfavorable”.

Assumption #1: 50% to 78% of positive online reviews are fake.

There are numerous articles about how businesses game online review systems.

WSJ Article about fake reviews

Time article, “9 Reasons You Shouldn’t Trust Online Reviews”

Some people may assume that the number negative and positive reviews are equally fake essentially cancelling each other out.  However, adding a positive review directly impacts the success of a product.  Fake positive reviews seem to be systemic and primarily originate from business (or an affiliate of the business) that is selling the product.

A business could add a negative review to a competitor’s product.  But, this action would only indirectly benefit the business leaving the negative review.  More likely, fake negative reviews are left by individuals who do not like the business for other reasons and not by competitors.

 

Assumption #2: All bad reviews are horrible.

Consumers leave bad reviews for all sorts of stupid reasons.  I would recommend clicking on the one star reviews in Amazon to better understand the problems other consumers are having.  If some of the reviews seem trivial, then disregard them when making your decision.   Additionally, a lot of 1 star reviews are helpful for finding alternatives, retailers with better pricing, and insight about product support.

Merry Christmas