The Essentials of Video Marketing for Ecommerce

Video marketing has successfully insinuated itself in almost every online experience and provides the perfect complement to content marketing. Regardless if the video is informative, comedic, or somewhere in between, videos are going to play a vital role in any brand’s future marketing strategy.

Demand Metric recently released a report that 70 percent of marketers are now using videos as part of their marketing strategies. Additionally, 82 percent of marketers surveyed indicated that video content marketing has proven successful when implemented. Given these figures, there is plenty of reasons to consider implementing video content marketing in your current marketing strategy. If you need any more proof of how essential video marketing has become to your marketing strategy, just check out the infographic below.

Video Marketing Infographic

Whether you’re going to implement video marketing in your current strategy or in the future, make sure to follow these essentials to make sure your video marketing achieves optimal success.

Identify Your Goals

Before you shoot your first take, begin by thinking about what you want to accomplish with your videos. Are you looking to boost awareness of one of your products or services? Are you trying to use the video to recruit talent? Or, are you trying to increase your brand awareness?

Whatever your goals are, make sure you define them so that you can accurately measure to see if your video marketing efforts have succeeded. Along with your goals you’re going to have to define what counts as a success? Is it how many times your video has been viewed? Or will it be based on an increased number of subscribers to your video channel?

Is It Relevant To Your Audience?

To ensure that your video is relevant, think about the audience you wish to reach when you’re developing your marketing strategy. Don’t overlook the opportunity to get creative in order to reach your audience.

It’s All About The Experience

Consider for a moment, that you’ve been confronted with something you’ve never heard of. Let’s say, you’re making a dish and it requires you to temper an egg. A cooking site or blog is your best friend right? Absolutely, but a video can really show you what the technique is used for and how to do it properly without scrambling the egg.

As Michael Litt, founder of VidYard says, “video is the next best thing to being in person.” That’s because it provides us with the feeling of being there and experiencing something first hand, even if, it’s still just a virtual experience.

Have A CTA

Regardless of how well your video is acted and produced, it may fail to yield the expected results if you don’t include a CTA (call-to-action). Think about the goals you defined for your video marketing strategy, how do you plan to achieve those goals? In order to achieve the most impact with your videos and in the process meeting your goals, including a call-to-action can help you maximize that impact. Make sure you include both a visual and audible call to action to help achieve this.

Distributing Your Video Marketing

Finally, when distributing your video, make sure to distribute it to the networks that will reach your target audience the best. Additionally, make sure that you don’t overlook social media, even B2B customers use YouTube and other social media platforms when doing research on products or services. Additionally, make sure the video is optimized for mobile viewing, as over 50 percent of internet traffic now comes from a mobile source.

What do you feel is essential to making your video marketing efforts a success? Need help getting your video marketing off the ground? Shoot us an email or give us a call, we’d be glad to discuss with you how to achieve your video marketing goals.

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PPC Crash Course for E-Commerce Part 3

Continuing from the last two weeks, we’ve covered what platforms could be a good fit for your business along with researching the best keywords for your products. Then, we went over how to structure your account and set up budgets for your ads. Today, in our final part, we’re going to go over global campaign settings and how to set up split testing for your ads. So, without further ado, let’s get started!

Location, Location, Location

The old real-estate adage applies to PPC in a very big way. When you upload your campaigns and ad groups, your campaign settings will automatically be set to the default settings in AdWords. So, before you set anything to live, you’re going to want to review and customize those settings to make sure that your ads are being displayed to the right people in the right places.

The first thing you’re going to want to review is the geographic locations that you want to show your ad in. You can determine how limited you want to show your ad in case you only ship to a few different places outside of the US. If you’re not limited by that, the best way to start is by including the countries that you know you receive a lot of orders from. If you plan on targeting different languages you can do this at this point as well. Additionally, you can fine-tune this feature to target specific regions or cities within the other countries and make the search as granular as you’d like (see examples below).

Country Targeting in Google AdWords

Country Targeting in Google AdWords

City Targeting in Google AdWords

City Targeting in Google AdWords

It’s All About The Networking

In addition to choosing where geographically your ads show, you can also choose where on Google’s network the ads will show. Well, outside of the ads being served on the search results, you can choose to have the ads served with Google’s search partners as well. For example if you put together a text ad, this ad could appear on non-Google websites, such as AOL search (yes, it still exists), Ask.com, in addition to other Google sites such as Google Maps, YouTube, and other parts of the Google-verse. This setting is just as granular as the geo-targeting setting above. You can pick and choose where your ad will display and whom it will display with. If there is a site or Google product that you don’t want displaying your ad, this is where you can include or exclude specific partners and sites.

Additionally, once you get some AdWords experience under your belt, there’s a whole other network known as the Google Display Network, that showcases your ads on additional sites outside of Google’s search partner network. For example, if you ever wondered how a Google AdWords ad appeared in a banner ad on The Weather Channel’s website, this is how. However, I wouldn’t recommend tooling around with this until you get some campaigns under your belt. However, if you’re feeling particularly confident in your AdWord abilities, you can find out more information on it here.

Also, you can choose if you want to include or exclude mobile devices and tablets. However, if you sell something online I would highly recommend that you advertise on these devices. Especially now that more than 50% of internet users are accessing stores and websites from a mobile device.

Ad Testing – Making Sure The Ad Brings Your “A” Game

Ad testing is very important, as it lets you find which ad is the best one for your keywords. Ads are the way you showcase your product to the world with PPC so you want to make sure you get the ad right the first time. Where E-Commerce is concerned, ad testing is all about your product segmentation. Having your ads be relevant to your keyword lists that is associated with that ad group is where your ads will shine and make sure it has a high quality score. To sum up what quality score is, is a way provided by Google to help you pay less for your ads.

Let’s take the knitting supply store we’ve been using for this series, and they want their ad to showcase their stainless steel knitting needles. If the keyword is, “stainless steel knitting needles” then they should call that out in their ad. With split testing, you want to set up two ads per ad group to test against each other to see which is running better, however, both still need to be calling out the product within the ads. What you’re testing is different benefits and features that the customer might be looking for, different destination URLs that are linked to the ads, display URLs, call-to-actions, and dynamic keyword insertion. So, this is how one of their ads could read:

Stainless Steel Knitting Needles
Our Products Are Top Notch!
Get Your Stainless Steel Knitting Needles Today!

And the other ad could read:

Industrial Strength Knitting Needles
High-Quality Stainless Steel Knitting Needles On Sale.
Get 15% Off Your First Purchase!

From these two ads, you’ll be able to track through the AdWords platform which one is being received and converting better.

Well, that’s it for our crash course! Now you’re all ready to set up and start your first ad campaign with PPC! While this outline gives you the important first steps, there is a lot of other things that can affect your campaigns after they’re launched. However, if you’re curious about what else you can do to analyze and track your AdWords campaign, you can check out Google’s own guide which goes into great detail on how everything works and how you can effectively track and use the product to your advantage.

Take care and Happy Ad Hunting!

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PPC Crash Course for E-Commerce Part 2

So last week, we went over an introduction and the basics of what you want to look for when doing advertising for your e-commerce business. This week, we’ll be going over structuring and budgeting your PPC campaigns. So, let’s dive in!

Ad Group Structuring

Good account structure helps you make changes to your ads quickly, and allows you more granularity when targeting. So, when just starting off with PPC, the best ad structure strategy to use is to copy your site structure, by product. Taking our example from last week, let’s say you’re selling knitting needles. So you have a campaign for steel knitting needles, bamboo knitting needles, ceramic knitting needles, so on and so forth. By structuring it like this, it’ll help you create keyword lists that directly relate to the corresponding ad along with the ads leading to that specific product. This works really well because it aligns ad groups and landing pages for those ads like so:

Google AdWord campaign structure

Courtesy of Google AdWord Answers

 

If you’re feeling frisky, and want to take a look at a more advanced ad structure or feel that the by product structure isn’t for your business, you should check out this article by Sam Owen at Search Engine Land. He talks about structuring ads based on user intent, rather than by product. Definitely worth a read.

Budgeting

Now, this is where things get tricky. Budgeting is always a moving target. You may have a set budget for these ads to begin with, but deciding how you’re going to divide it amongst your campaigns is where things start getting a little murky. There are three things that you need to look for when you first start planning your budgeting for ads. First, which campaigns have products with high search volume? Second, what is their average cost-per-click (which can be found in the AdWords tool we went over in part 1)? Lastly, which product will make you the most money?

What you end up with is a secret sauce mix of giving a higher budget for ads that have a high search volume, where it will make you the most money, and those that have a higher CPC that in turn requires more budget money. However, you don’t want to give too much of your budget to a campaign that’s going to have a high cost-per-click that doesn’t make you as high of a revenue as other products, this will cost your ROI and be a waste of your limited budget.

A good way to get around this when you’re starting out is to just give all of your campaigns equal budgets for the base amount you (or the client) are willing to spend each day, and tweak from there. If you start seeing a campaign performing at a good ROI, start giving it a higher budget. Conversely, if you see another campaign is not hitting its necessary ROI, you can redistribute the money in that campaign accordingly.

This is what makes PPC great for e-commerce. If one of your products is one of your top money-makers than feeding its ad group a higher budget will help you produce even higher sales as long as you have the inventory for it. If you’re a mom and pop shop, that is hand-making everything, you may want to limit yourself to a number of sales per day. But, if you drop ship or are a distributing from a large warehouse, keep feeding those budgets as long as you continue to get a good ROI from them.

Well, that’s it for this week. Next week we’ll go over the last details of using PPC for e-commerce. See you then!

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PPC Crash Course for e-commerce Part 1

So you’re selling a product and you’ve come up with a fantastic e-commerce site. But, you seemed to have reached the ceiling when it comes to growth in your different marketing channels. You’ve seen the ads on Google’s search results and have seen the ads when researching different products, and it made you curious. Congratulations! You’ve just discovered PPC, which is going to be our focus topic for this week. So follow along, we’ll get you started down the road of making sure you know what platforms there are to choose from, what analytics you should pay attention to, and how to get started becoming a PPC monster!

Basics of PPC

Before we dive in, let’s take a few minutes and go over, exactly, what PPC is. PPC (pay-per-click) marketing is a form of online advertising in which businesses accrue costs when users click their ads (i.e. Google Ads on the top and right-hand side of search results). These businesses bid on different keywords and audience types, which a search engine matches to different search queries and pre-defined lists.

Knitting PPC example`

 

 

 

 

 

PPC can be used for all sorts of campaign goals, including increasing sales, generating leads, and promoting brand awareness. PPC ads are all about relevance and gives businesses the ability to show a targeted ad at the exact moment someone is searching for a product that they sell. For example, let’s say someone is looking for knitting needles, and you happen to sell stainless steel, high quality knitting needles. The prospective customer searches for knitting needles, and low and behold, your product shows up in an ad on the search engine displaying your knitting needles for sale.

Advertising Platforms

Alright so now that we went over what PPC is, we need to discuss where you can advertise your products outside of Google’s AdWords. Because, if you’re just using Google you’re going to have a bad time. There are a lot, and I mean, a lot of options out there for advertising. Here’s a couple of the top ones that are great for e-commerce:

Nextag.com

Nextag claims to be the #1 comparison site in traffic, revenue, and GMV (gross merchandise value). They offer free tools such as a ROI tracking system, promotional platform for voucher codes, buyer reviews, and a trusted sellers program. Additionally, they offer no listing fees or set-up costs, and you only pay, when they “refer you to a qualified lead.”

Amazon.com

Yes, you can serve product ads on Amazon! You can upload your products manually, or send them a list via FTP. They’ll populate the ads with the information you send them. You can set and track your budget and ad space provides click through to your e-commerce store. The only fee you pay is a CPC (cost-per-click) fee. They also provide different formats, such as detail page, search & browse, buy box, and tower ads, (to find out more of these different ad formats click here). Also, when you sign up, you get $75 in free clicks to start, talk about a nice incentive.

Tracking

One of the most important things when it comes to setting up your PPC campaign is making sure that you’re implementing the proper tracking codes so that you can track goals and optimize your accounts to get the most ROI. The best place to set up your tracking and goals is with Google Analytics, since it will allow you to track your AdWords account along with the other advertising platforms you choose to use.

Google has a great guide in how to set this up and how you can implement the code on your site. Word of warning though this part is where it gets extremely technical, so if you’re programming illiterate, either find a how-to guide or hire a freelancer to set this up for you. Trust me, you want to get this right the first time.

While setting up tracking might be a hassle for you, time-wise or financially, I advise that you don’t even bother with a PPC campaign for your e-commerce site if you don’t have the proper tracking. Otherwise, you won’t know where the leads are coming from, and you won’t know what is working and what isn’t.

Keyword Research

Next, you’re going to want to start researching keywords for your campaigns. My advice is that you start with your own site, specifically, your products. Going through all your products is the easiest way to find the keywords you want to target, because it’s simply finding the keywords that people would use to find your products through the search results. Make sure you keep all these keywords grouped by product, it will help later when you’re going back to research specific products in that product category.

To make the process quicker, I recommend using the Google Keyword Tool. Let’s take the knitting needles example I used earlier, when I type it into the keyword tool, this is what I get:

Knitting needles keyword planner PPC example

Keyword listings on Google Keyword Planner

 

 

 

 

Google Keyword Planner PPC example

Ad Group Listings on Google Keyword Planner

 

 

 

 

 

 

 

 

This is where the tool gets really robust, this goes into iterations and close relations to the keywords you chose, and the ad groups break down individual keywords associated with that ad group. Additionally, you can have it expand the list by having the program find more keywords like the ad group you clicked on.

Each one of these categories can be expanded to show a whole new slew of keywords. I recommend using this tool to get the bulk of keywords you’re looking for with minimal effort. Additionally, once you’re done researching you can export the list to an excel spreadsheet or you can curate the list right in the tool!

Well, that’s it for this week, next week we’ll go into detail about structuring your ads and setting up budgets for your ads. See you next week for part 2!

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