Between creating and updating your product data feed, building out campaigns and product groups, and optimizing your on-site experience to maximize conversions, you probably don’t have time to take care of everything else on your plate.
Managing inventory. Attending to customer concerns. Sleeping. These are all essential tasks. You may feel as if there simply aren’t enough hours in the day to both run a successful ecommerce business and lead a healthy lifestyle.
That’s understandable. But it’s also untrue.
We’re here to help.
Introducing WordStream Advisor for Ecommerce
We’re willing to bet you—or, if you’re at an agency, your clients—aren’t running an ecommerce business because you love inputting product data into a spreadsheet. You probably aren’t doing it so you can spend more time tweaking bids, either.
You’re running an ecommerce business because you have products you believe in—products that meet real demands and make real people’s everyday lives better.
That’s something we can get behind. And when you get bogged down in the most mind-numbing aspects of running Google Shopping campaigns, you’re taken away from the more fulfilling tasks that made you go into the online retail space in the first place.
That’s why we’re launching WordStream Advisor for Ecommerce: to help you climb out of the online advertising weeds, drive more revenue, and get back to doing the things you love—whether they’re related to your business or not.
The latest iteration of our time-saving software solution, WordStream Advisor for Ecommerce is your one-stop shop for product data feed creation, Google Shopping campaign management, and on-site conversion rate optimization.
Let’s take a closer look at how you can use everything Advisor for Ecommerce has to offer to get more out of your online advertising in a fraction of the time.
Automated product data feed management
There’s no getting around it: a thorough product data feed is essential to winning new customers through Google Shopping. The problem is that manually creating and updating a product data feed is tedious, time-consuming, and risky.
(Risky in the sense that you could potentially make minor mistakes that disqualify your products from the Google Ads auction. Eek...
Whether you’re launching your first shopping campaign or managing shopping campaigns for a client, it can be daunting to know whether you’re doing a good job. Many advertisers may be surprised to discover that their Shopping campaigns perform differently and may have different click-through rates, costs, and conversion rates from their search campaigns. So how should you expect Shopping ads to perform in your industry?
We dug into our data to find out, and we’re proud to share our clients’ shopping campaign benchmarks across Google Ads (and Bing Ads, too!), including:
Average Click-Through Rate (CTR) in shopping by industry, for both Google Ads and Bing Ads
Average Cost per Click (CPC) in shopping by industry, for both Google Ads and Bing Ads
Average Conversion Rate (CVR) in shopping by industry, for both Google Ads and Bing Ads
Average Cost per Action (CPA) in shopping by industry, for both Google Ads and Bing Ads
Average Monthly Budget for shopping by industry, for both Google Ads and Bing Ads
You’ll find averages across these metrics for shopping campaigns in sixteen common ecommerce industries: Medical Supplies, Health & Beauty, Child & Infant Care, Pet Care, Clothing & Apparel, Food & Alcohol, Home & Garden, HVAC & Climate Control, Automotive Supplies, Travel & Luggage, Entertainment & Events, Educational Supplies, Computers & Technology, Office & Business Needs, Arts & Music, and Chemical & Industrial.
If you’re advertising on search or social, you also may be interested in seeing similar benchmarks for:
Google Ads Benchmarks for YOUR Industry
Google Ads Mobile Benchmarks for YOUR Industry
Bing Ads Benchmarks for YOUR Industry
Facebook Ad Benchmarks for YOUR Industry
Average shopping ads click-through rate (CTR) by industry
They say that automotive ads are the only TV ads where you’re guaranteed to see the product. The industry is driven by visual appeal (see what I did there) and we can see the visual nature of Google Shopping ads help automotive marketers out on the SERP—automotive supplies have the highest CTR in the group, averaging 1.2%. Other industries with high CTR for shopping ads include HVAC...
According to Gallup, 80% of Americans say they feel occasionally or frequently stressed throughout their daily lives. And according to the National Health Council, more than 40% of the US population suffers from at least one chronic illness.
There are ways of coping with all this, of course. The American Psychological Association reports that music, prayer, and meditation are some of Americans’ favorite destressors. And as far as chronic illnesses go, researchers and health care professionals are constantly innovating to find new treatments and cures.
Via the American Psychological Association.
Reducing stress and improving health don’t need to be mutually exclusive. That’s what Jason Lincoln Jeffers realized when, after years of treating his chronic illness with traditional medicine, he discovered infrared sauna therapy. He was so amazed by its effectiveness that he decided he couldn’t keep it to himself.
In 1999, Sunlight Saunas—now known simply as Sunlighten—was born. Let’s dive into what Sunlighten sells, what sets them apart from their competitors, why paid search is important to them, and how they’re getting the most out of it.
When Jeffers founded Sunlighten, he had a simple mission in mind: to help people heal the same way he had. Here’s how the company’s gone about making that happen.
First things first—a quick crash course on infrared saunas. Whereas a traditional sauna simply heats up the air around you, infrared saunas warm your body directly through the magic of electromagnetic energy. Rather than making the room hot, infrared saunas engage the tissue inside your body and raise your temperature from the inside.
Now—it’s one thing to heal. It’s another thing to heal efficiently.
Thanks to their patented Solocarbon heating panels, Sunlighten saunas boast 95% emissivity—meaning your body takes in 95% of the heat your sauna produces, making the most of the technology to enjoy an immersive relaxation process.
“That’s all well and good, Conor, but what makes Sunlighten unique among their competitors?”
I’m glad you asked. A full-spectrum heater is a heater that produces near, mid, and far infrared wavelengths at the same time. It’s impossible to produce all three from a single source. That’s why—for the sake of creating the best possible...
But, really, who has time for filing?
For the rest of us, WordStream just made managing online advertising even easier with email notification options. These new additions to WordStream Advisor eliminate the need to manually pull monthly digital advertising reports AND let you receive lead notifications straight to your email.
Here’s how it works.
Reach out quickly with email notifications for call tracking and Facebook leads
So what exactly is new here? If you’re using WordStream’s call tracking and/or Facebook lead ads, you can now receive an email notification every time a new lead comes through the virtual door. This automated notification will empower you to reach out to that contact quickly—which could have a huge impact on your business. Reaching out soon after a lead comes in will help you become “stickier” with that lead, keeping you top of mind in their purchasing journey. Reaching out right away has an even bigger impact: Businesses that contact a new lead within an hour of receiving it have a 10x higher chance of turning that lead into a customer!
Let’s say you’re a plumber, for example, and you’re using call-only ads on Google. Maybe Sally Smith’s shower is broken, and she searches online for a company to help with her plumbing problem. She needs help quickly—she needs her shower fixed right away so that she can get ready for a big job interview. She sees your ad and calls into your business. Maybe you’re on the phone with another customer and Sally has to leave a voicemail. Sure, I’m hoping your phone system will notify you of the missed call, but wouldn’t you like to see Sally’s information pop into your inbox so you can prioritize that call over the telemarketer who’s left 20 voicemails trying to sell your company printer paper? Time is of the essence here, and you need to make sure you call Sally back ASAP to win her business.
Now, instead of manually logging into your account to see which leads are new, you can receive an email notification. (Don’t worry agencies, you can white-label this so your customers see your branding and no login button. The email will...
Your potential customers have lots of choices, so step one is simply becoming one of them, followed quickly by step two: becoming the only obvious choice. There are a number of effective ways to do this in the deck and patio contracting business in 2019. Practice all of them and you’ll never stop breathing life into your business.
Here are the top seven ways for deck and patio contractors to generate quality leads in 2019:
Master targeting to find the right cold leads
Dominate search engine marketing
Tell stories with videos
Blog to solve big problems
Get professional connections with a LinkedIn account
Offer a value-packed free guide
Host an attention-getting contest
Let's take a look at each of these lead generation strategies in more detail.
1. Master targeting to find the right cold leads
You know you need to keep your pipeline full of leads. But how do you connect with as many potential customers in your target market as possible? The answer: Create an undeniable cold lead strategy and you’ll never lack for potential customers to follow up with.
Essentially a cold lead strategy involves:
Step 1: Showing leads what their deck or patio solution could look and feel like (e.g., using Facebook or Instagram ads).
Step 2: Collecting their contact information so you can follow up.
But where does the undeniable part come in? You can spend plenty of money promoting a Facebook ad, but it won’t generate quality cold leads unless you do one thing right: targeting.
Before you deploy an ad on social media, you need to select targeting criteria. And the importance of this step can’t be overestimated! Who is your target demographic? What are their interests? What matters to them? If you do your research, you’ll find that perfect niche audience. For example, if you’re trying to sell patio renovations, why not target people who recently moved or people who have an interest in home and garden topics?
Want to see how this is done? Check out this Case Study about how we generated 732 leads in 2 months for a...
Less talked about are the growing pains inherent in striking out on your own to create something uniquely yours. Among those pains, de-coding the complex world of Facebook ads is often at the top of the list for entrepreneurs. Creating, maintaining, and growing a startup is one thing. Having the Facebook ads chops—and not just the chops, but the bandwidth required to ferry meaningful traffic into your online store, or to your free trial product page, or to your burgeoning blog—is something else entirely.
Ideally, you’d be able to find someone with those chops and that bandwidth to help you advertise. But if you’ve already spent a pretty penny contracting a third party agency or consultant to build your website? You run the risk of overleveraging your budget on inbound marketing before you’ve even made a sale. That’s why, for the sake of overhead, a lot of entrepreneurs look to explore the cost-effective world of Facebook ads on their own terms, and with what limited time they have available after all their other responsibilities have been met.
Today, if you’re among that select group of pioneers, we’re going to show you how to do just that. This is your beginner’s guide to Facebook ads for entrepreneurs.
Why Facebook ads make sense for entrepreneurs
Inbound marketing is a vital part of driving website traffic, collecting leads, and growing your business. But Facebook in particular is an incredibly impactful channel for entrepreneurs. Why? Because at the end of the day, you should be prioritizing channels that give you the best shot at long-term growth.
The Google Search Network is a phenomenal place to capture high-intent prospects who are actively searching for your products and services. As such, it’s often prioritized by entrepreneurs who want immediate returns, as quickly as possible.
Intent is unmatched on the search network.
But while immediate returns are great, you can’t build long-term, sustainable growth without first generating awareness. Spending your budget on mid-to-low funnel advertising initiatives month after month is a surefire way to dry up your marketing funnel. The fact is that you need to...
So to give our customers, and to give our broader readership a better idea about where they fit into the big world of online advertising, we decided to put together a report that nailed down the Online Advertising Landscape in 2019. We polled hundreds of WordStream customers about their strategies, the makeup of their businesses and marketing teams, and the unique challenges they face on a day-to-day basis. In this report, we ask questions like:
What is your biggest roadblock to growing your business?
In which channels are you spending your advertising budget?
Which campaign types are you using on Facebook?
Which ad formats are you using on Facebook?
What’s your biggest roadblock to optimizing for mobile?
Do you incorporate video into your advertising strategy?
And much, much more!
This is your definitive look at the Online Advertising Landscape in 2019. Let’s dive in!
No time to read the report now? You can download it for later.
How large is your business?
Context: it’s extremely important! Especially when you’re looking at data. Wondering how relevant the results of our poll are to your unique business? Well, if you’re an advertiser in a company of more than 50 employees, you can safely take much of the data here to heart. 27% of advertisers polled work for businesses with more than 50 employees. That said, the classic WordStream customer—the small to mid-sized business—was also well represented here. 66% of advertisers polled work for businesses with employee numbers ranging between 2 and 50—what we might call the “small enterprise level.”
What size is your marketing team?
Let’s get more granular! Business size is one thing—but the size of a given marketing team can make all the difference when you start talking about workflow processes, strategies, and the like. A full 21% of advertisers do not have a dedicated marketing team. That is remarkable when you think about the time and effort that goes into creating...
I hear you, people who just don’t have time to mess around with a fancy DSLR! This is why stock photography can be so helpful for you busy bees out there. Whether you’re looking to add a photograph to your Google Display or Facebook ad, it is critical to have a visual element that appeals to your target audience. This makes stock photography a very helpful and important tool for modern day marketers.
But first …
What is stock photography?
Stock photography refers to a library of photographs supplied for public use under varying licenses. Stock photography has been around far longer than Instagram and even Google Ads. In fact, it was back in the 1920s when H. Armstrong Roberts developed the concept of stock photography to help publishers save money on hiring professional photographers for advertising needs.
Since 2000, the number of photos taken has grown exponentially as digital cameras and camera phones (remember when we had to make that distinction?) have improved and become more accessible. This means the number of stock photos has increased, too.
Don’t worry—there are plenty of stock photos that don’t suck.
Okay, enough with the history lessons! Nowadays, many people are familiar with stock photography, and some of you can even spot a stock photo when you see one. It’s possible you think all stock photos are cheesy and cliché (we’ve all seen enough stock photos of a salesperson in a suit and a headset).
But if you are using stock photography well, it can be surprisingly effective and make for great looking ads. Let’s review some ways you can make sure your use of stock photography is helping and not hurting your marketing efforts.
1. Avoid getting sued!
Don’t laugh, I’m being quite serious. This does happen in the stock photography world, which is why, first and foremost, when it comes to stock photography it is critical to play by the rules. Lawsuits are costly, timely, and, frankly, not a great way to make headlines for your...
Facebook offer ads present a deal to entice prospects to make a purchase. These customizable, mobile-only ads are excellent for both brick-and-mortar locations and ecommerce brands, as they provide options to claim offers in-store and online.
Image via adweek
In this guide to Facebook offer ads, I’m going to tell you everything you need to get started. You’ll learn how to create these ads, how to set up your campaign, and how to optimize for success. Let’s get started!
How to create Facebook offer ads
To create an offer ad, head over to Ads Manager and choose a Traffic, Conversions, or Store Traffic campaign objective. Users that claim an online offer will receive a discount code and will then be sent to your website to shop. If your offer is for in-store shopping, users will receive a barcode or a QR code that can be later used on their mobile device at checkout.
Next up, head to the ad set level to the section labeled “Offer” where you’ll see a toggle button. Switch it to “ON”.
As a heads up, if you choose Traffic as your campaign objective, this section will be visible but grayed out if you’re optimizing for landing page views, which is the automatic selection. To resolve this, head toward the bottom of the window to the Optimization & Delivery portion and click “Link Clicks” as your selection for Optimization for Ad Delivery.
If you do have a physical store location and select the Store Traffic campaign objective, but receive this error message, you will first need to add your business location(s) from your Facebook Business Page. Instructions on how to accomplish this can be located here.
Once you enable Offers and select the correct optimization feature, click “Create Offer” in the ad set level. A new window will appear where you can set up the details, run time, offer redemption type (online, in store, or both), promo code type, and total offers available. This is great, because it means you can set the terms of the offer you want to promote.
Next, select your budget, audience, and ad placements. When you move on to the ad level, both static images and video creatives are available options for...