Rich Snippets and Product Listing Ads are ideas which can enhance the search experience for users shopping online. When someone types a query for a product, Google has enabled features both organic and paid which can highlight your product details, give more attention to your listings and ads and set your brand apart from other advertisers.
Rich Snippets are the few lines of text that appear under every search result in Google. They are designed to give users a sense for what’s on the page and why it’s relevant to their query. If Google understands the content on your pages, it can create these rich snippets, which provide detailed information intended to help users with specific queries. For example, the snippet for a restaurant might show the average review and price range; the snippet for a recipe page might show the total preparation time, a photo, and the recipe’s review rating; and the snippet for a music album could list songs along with a link to play each song. For the product advertiser, the goal of a product rich snippet is to provide users with additional information about a specific product, such as the product’s price, availability (whether product is in stock), and reviewer(s) ratings and commentary.These rich snippets help users recognize when your site is relevant to their search, and may result in more clicks to your pages.
You can optimize your product specific pages so they are more likely to appear with rich snippets by marking up your content with particular product and offer properties and description tags, preferable using the microdata format. Specifics can be found here.
Product Listing Ads or “PLA’s” are search ads that include richer product information, such as product image, price, and merchant name, without requiring additional keywords or ad text. Whenever a user enters a search query relevant to an item in your Google Merchant Center account, Google will automatically show the most relevant products along with the associated image, price and product name.
Product Listing Ads require a Google Merchant Center account and a feed set up with all of the products intended to be advertised. You then link the merchant and adwords accounts together from both tools to have access to the feed within Adwords. “PLA’s” do not use keywords and you can set offers or “promotions”, or test with none at all. You need to link in products from the feed using product attributes, for which Google provides a testing tool to make sure the product is being found in the feed. For some advertisers the competition to show as a “PLA” will be very high and you can increase the likelihood by using very specific product attributes to link from the merchant feed such as product ID.
Rich snippets and product listing ads require a bit more forethought and effort, however provide additional avenues to market products using organic and paid search. To gain a competitive edge with e-commerce, sometimes using every specifically designed tool can return extra benefits and be very rewarding.
Happy Fall! What a beautiful time of year with the beautiful colored leaves on the ground, the aroma of pumpkin spiced coffee at Dunkin Donuts, lots and lots of apple picking, and of course the annual Inbound Marketing Summit at the Hynes Convention Center in Boston! Nowspeed had a wonderful time both exhibiting and speaking at the event last week (October 16th and 17th) and met a lot of intelligent marketers looking to increase the ROI of their marketing programs.
David Reske, owner and President of Nowspeed presented on 5 important steps marketers must take to achieve successful agile marketing and answered some of the following questions:
- Isn’t Agile just the marketing buzzword of the day? Who wouldn’t say that they are agile or quick?
- Why does marketing need to change to become Agile now? What’s happening in the marketplace that’s driving this?
- Have you had any experiences with clients that show the need for Agile marketing?
- How do the marketing managers in the audience make this happen in their companies?
- Where does it work best in Inbound Marketing? Search? Social? Websites?
David made a clear point that if marketers do not take advantage of agile marketing then they will become stale and not progress in today’s ever-changing marketing world. To view more photos of the event, please visit our Facebook page: https://www.facebook.com/Nowspeed.Marketing
Or if you’d like to visit our website and get free access to 6 of our highly rated marketing white papers, please click here.
According to the Gartner Group, US companies now spend an average of 2.5% of their revenue on digital marketing, which is growing by about 10% a year. And some marketing programs, such as social media and mobile marketing are growing at 20-30% annually. For many companies, leveraging digital marketing and achieving marketing success has been difficult due to the complexity and rapid evolution of these marketing programs.
A new marketing framework called “Agile Marketing” can help you deal with this complexity, adapt to change, accelerate your programs and accelerate your results.
Here are 5 steps to creating an Agile Digital Marketing Organization.
Step Number 1 – Create a New Customer Relationship
Today, it’s not good enough to have a single, simple view of the customer that does not change. You need to create a more detailed, fluid and nuanced view of the customer and then organize this view into user stories to make sure everything you do, and every project is based on a customer need. Once you have this, it’s important to keep it current by listening to real feedback in online conversations from social media so that you can stay on track.
Step Number 2 – Create a New Planning Process and Iterative Release Process
Agile Marketing has a bias toward action. You cannot get by with a fixed annual plan or a long term ad budget. You can, of course, plan to use all the best digital marketing tools, such as your Website, SEO, SEM, and Social Media, but hold some of your budget in reserve and reallocate monthly to back what works best. A 70/20/10 allocation is a good benchmark, with 70% on existing marketing, 20% on programmatic marketing and 10% responsive. It is also helpful to plan to release marketing programs every 2-4 weeks and measure the results.
Step Number 3 – Create a New Decision-Making Framework
In many organizations, the loudest person in the room with the most conventional wisdom drives the agenda. In an Agile Marketing organization, the metrics and the data drives the actions, not the other way around. My philosophy is that everyone has an opinion once, and then we test. It’s critical to create a test plan on campaigns and content so that you can improve and document results.
Step Number 4 – Create New Integrated Marketing Goals
Agile Marketing organizations create marketing plans that are integrated with sales plan and aligned with team goals, not functions or technology. One way to do this is to organize around marketing program goals such as driving traffic, converting traffic and nurturing leads. Driving traffic can include advertising, SEO, SEM, or banner ads. Converting traffic to leads can include your website, landing pages, offers, and content. Nurturing leads to become customers can include email marketing automation, social media, and re-marketing. Integrated cross-functional teams will help you stay aligned with your goals.
Step Number 5 – Create a New Cross-Functional Team Structure to Get Things Done.
Small teams emphasize person to person interaction to cut down on lengthy documentation and emails. Agile Software Development has given us two key ideas to help in this area. The first idea is “Sprints”, where you break down big projects in to monthly or weekly sprints, so you can deliver projects frequently. The second idea is the “Scrum” which is a daily 15 minute stand-up meeting to report on what you did yesterday, what you will do today and any obstacles. By simplifying your process and giving the team more control, you empower your people to deliver great results.
I hope this has helped you think about Agile Marketing in a different way. Let me know if you have questions or if we can help you with any of your digital marketing programs.
Chances are your customers have their mobile phones with them all day, every day and are increasingly using them as their primary communication device. Does your company use mobile to market to your customers? Are you missing out on connecting with your prospects using mobile because you don’t have a mobile strategy and are unsure how to get started?
Learn how to help your business get smart on mobile by downloading our mobile marketing white paper titled, 25 Reasons You Need a Mobile Marketing Strategy Today.
This white paper will answer the following mobile marketing questions:
1) Why is it important to start building mobile advertising campaigns?
2) Why is it crucial to have a mobile website?
3) What operating systems matter for mobile apps?
4) Why should you be optimizing for mobile in your search marketing campaigns?
5) Why are SMS and permission marketing some of the best mobile marketing techniques?
Just like social media, marketing to your mobile audience comes with its own best practices, technology and a very different set of rules to maximize engagement and participation. Download this white paper written by our Creative Director, Justin Barton, and VP of Account Services, Olivier Sartor, to see why mobile is an essential part of any marketing strategy.
Are you looking for ways to improve the lead generation results of your marketing campaigns across all channels? If so, optimizing your website today can be the cornerstone of that success.
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If you haven’t redesigned your website in years, chances are your best potential customers are unimpressed with it now. Their expectations and behavior have changed dramatically thanks to the rise of social networks and innovative new web applications.
Download this free eBook on Website Optimization and learn how you can capitalize on these trends to get the lead generation results you’ve been dreaming of today.