Our retail clients sell products big and small, fashionable or functional, and at both the entry and luxury ends of the market. Each of these variations demands a bespoke marketing strategy, leveraging the best tools possible based on those unique requirements. In this blog post I’m going to focus on one of the tools for the luxury market: ‘remarketing lists for search ads’, or RLSAs.
Most people know about Google and Bing in the Western world. If you’re a digital marketer you’re also likely to be familiar with the likes of Yahoo. But did you know there are also hundreds of other search engines, many of which have their own specialised areas?
DuckDuckGo and Ixquick are search engines that don’t track people (although they still show ads, with the tracking code removed); Dogpile returns all the best results from other search engines - the list goes on.
But then there is a search engine that plants trees…
A few months ago Genie Goals decided to put entries into three categories of this year’s Google Premier Partner Awards. The finalists have just been announced - and we’re proud to be able to announce we’re amongst the last few standing in all three: Search, Shopping, and Growing Businesses Online.
Ever been innocuously browsing the web for your next pair of shoes, before leaving the retail site to browse your social media, only to find the shoes have followed you in an advertisement - reminding you you’ve forgotten them? That’s dynamic remarketing.
Dynamic remarketing takes standard remarketing a step further by showing your prospects tailored advertisements containing specific products and services they have viewed. It aims to keep your brand relevant by bringing them back to your website to complete their purchase, as people who have already shown an interest in your product or service have a far higher chance of converting.
The only certainties in life are death, taxes, and digital marketers proclaiming one of their channels is dead. This is a common symptom among those suffering marketer-itus. If the reports were to be believed, the job of a marketer would be more akin to a funeral director than an efficient force for meeting the needs of customers.
But we don’t spend the day mourning – and neither should you! It’s too easy to say a channel is dead and then abandon it; the best among us look to adapt our tactics for long term growth.
If the 80:20 rule was true, ad copy would make up a large portion of the 20% of effort that drives 80% of results. It’s one of the simpler elements of AdWords advertising, but it’s easy to forget the basics: and getting them right can massively improve conversion rates. In this blog post I’ll cover the three stages of creating great copy to ensure the exponential spikes in conversion you crave.
Comprehensive PPC reporting is a big part of the Genie Goals ethos; we deliver weekly and monthly reports to provide clients with both an overview and a detailed look at their paid search activity. So when Google announced a way to easily automate and visualise our reporting, it grabbed our attention.
Made available during its beta testing last year, Data Studio is Google’s answer to accessible and detailed data reporting that’s equipped with heaps of customisation. Part of its Analytics Suite, Google has been hard at work bolstering it with features including Search Console and DoubleClick integration, alongside Google Analytics segment filtering. Now launched globally and with the ability to create an unlimited amount of reports for free, the reasons not to move all your reporting over to it are shrinking by the day.
As a retailer-only digital marketing agency, we need to be aware of the latest marketing trends to help our clients to stay ahead of the competition. And with some world leading fashion brands as clients, who are constantly updating their wares to sell to their savvy customer bases, we need to stay ahead of the crowd.
One of the most powerful tools at our disposal for this is Google Shopping. Although Google Shopping has been around longer than just a summer season, it has been one of the ways retailers have seen an incredible boost on sales & C/R in recent times.
Companies spend an incredible amount of time and money creating their brands. In 2016, Pampers spent a whopping $8.3bn on its brand advertising alone. In many cases it can be a selling point in its own right - just consider how you think of a pair of Calvin Klein jeans versus an unbranded pair and you begin to understand brand power.
As a digital marketing agency specialising in retail, where branding is paramount, we understand the intricacies, best practices and key steps required to ensure everything we do represents them in the right way. So we thought we’d share some of the key areas we keep in mind when considering brand advertising.
Globally, Google is the dominant force in search with a market share of more than 90%. In China, Russia or South Korea this is not the case. Each country has their own respective market leader: Baidu, Yandex, and Naver.
At Genie we occasionally get asked about the paid search offerings on each of these native search engines by our retail clients who are looking to extend their international reach. Each platform has its own nuances you should be aware of and potential obstacles to international advertisers, so let’s explore them - today focusing on South Korea’s Naver.