The biggest challenge for several online business stores is to bring their products into the limelight and compel consumers to buy your products through the best marketing strategy. Everyone knows that the greatest way to a Google shopping campaign is uploading your product feed and optimizing them regularly. Many individuals expect that their sales should start within a few days, but the fact is that you have to take several marketing measures to become a familiar face in the online world. You need to do lots of efforts to improve your KPI and reach to ambitious targets.
Google Shopping campaign and paid search campaign are a good ways to kick start your new business. When you invest on these ads, you expect them to perform a little bit extra and give you a start that you expect. Find out the hidden potential of your search marketing or campaigns by uncovering and assessing glitches. It means identifying those areas that are performing well in general but are not showing any outstanding progress in paid search campaigns. For example one of your top selling products should get a boost during paid search campaign, but it is doing poorly. This means there is something wrong happening to it. You need to identify the issues and fix them so that you can get better performance out of your marketing campaigns.
FINDING ANOMALIES
Let’s understand the complete process of finding the anomalies in your search campaigns. Before you start finding issues in your campaign, you must know how well you expect your search campaigns to perform. For this, you have to get the similar data from Google Shopping and Keywords campaigns. Start the operation “Google AdWords” and collect performance for each campaign type with the help of different semantic attributes. These could be:
- Category – shoes, sandals
- Brand – Adidas, Nike
- Gender – Men, Women, Girls, Boys
- Other attributes
Before you perform comparisons, you need to get the data for the areas you want to compare. You can find data:
- The search query reports in AdWords
- The organic queries from Google Analytics
- On-site keyword performance available through preferred web analytics system
Once you have information on semantic attributes, then you have to drill it more and get down to granular level for deep knowledge. Find out data for subcategories. For example, if you are looking for shoes, then you also have to get data for each shoe type like shoes, sandals, boots, etc. Different analysis software are available in the market that can help you get this information. Finding it manually can be a tough job. Your analytical software will give you a proper and nice graphical representation of all the categories and you can easily find out the anomalies through this visual representation.
FIXING THE ISSUES
Once you have found where the problem is, fixing it is quite easy and quick. The question that knocks again and again – what is the reason of such a huge different in ad performance? There are a few reasons to it. These include:
- Important keywords are missing
- Improper bid management
- Vague ad copy
- Broken links or no deep linking
These errors are as simple to solve as resolving 404 errors. Once you solve them, have a closer look at all semantic attributes and make sure the associated landing page fits well with the keywords.
If you think that you have followed all optimization techniques well, but still facing problems in results, finding and solving anomalies will definitely help you hit upon the actual issues and take your marketing campaign to the next level. Make sure you choose some analysis software because – if not automated- it could be a very time-consuming task.