Shopping campaigns, based off an eCommerce Product Feed, have consistently seen strong YoY growth since it’s inception back in 2011. Most recently, the largest spike in Shopping traffic is stemming from Mobile. At FWRD Digital, not only do we optimize Shopping campaigns as a whole, but we’re aware of the industry shifts and come up with a strategy to best leverage.
At FWRD Digital, it’s not just optimizing Shopping campaigns for the most efficient ROAS. It’s taking a step-back and also measuring the effect Shopping campaigns have on the entire program. Below are a couple strategic questions we ask ourselves while identifying the value of these types of campaigns:
During our free SEM audit, FWRD Digital will also audit your feed and provide recommendations on best practices your Feed Management team can implement from a technical standpoint. It is our responsibility to optimize the shopping campaigns themselves and would include those recommendations within the audit as well.
A slew of target techniques are taken into consideration when building campaigns to fully maximize returns. Examples include targeting by device, audience type, match type and/or location.
We consider an ad group a “theme” of keywords that are bucketed together. Our best practice is to have only 1-5 keywords per ad group to ensure our messaging speaks exactly to the given search term.
Keywords are created from a combination of historical Search Term performance, competitive benchmarking research, Google’s Keyword Planner and additional research methods
Through ad copy testing, we have identified that if you put the search term in the headline, you drive stronger Click Through Rates and Lower Cost Per Click. We pride ourselves on mapping very specifically the user’s given search to accurate messaging.
Just because a specific tactic worked with one client doesn’t necessarily mean it’s the best solution for you. We treat each engagement separately and have thought-out reasoning behind each initiative we test.
- Our Strategy
Establishing KPIs and Deep-Dive Analysis
The most important component to any engagement is identifying exactly what you are looking to do and how the given marketing channel fits into the mix.
Once goals are established, we either execute a deep-dive analysis of your existing account or prepare a full-fledged, new strategy. We base any new strategy from our initial discussions, industry trends, competitive bench marking tools, and much more.
Campaign Build & Launch
After the opportunities are presented and approved by your team, next step is turning our recommendations into actions. In this step we work closely with your team to ensure that we are continuing to build with the mindset of our KPI goals.
Accrue Learnings & Continue Testing
We're not done yet... Being able to build and launch is half of the battle. Reporting and making actionable next steps is the difference between good digital marketers and great digital marketers.
At FWRD we create a specific testing calendar to ensure that every month there is always something being tested. Testing calendars are specially designed to fit your business needs.