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Agency Paid Search Solutions Are Missing a Critical Deliverable for E-Commerce Brands

Mar 8, 2019 3:49:38 PM

 

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Positive shopping experience dictates whether customers will conclude an e-commerce transaction or leave your site.

According to ROI Revolution's 2018 Ecommerce Paid Search Report: a majority (53%) of shoppers would abandon a page if they weren't redirected within 3 seconds. Imagine, then, if shoppers have to search your e-commerce site for 10 seconds or more to find the products they are looking for?

In the current day and age, shoppers want to find exactly what they're looking for quickly, and when e-commerce brands force them to wait, they're more likely to go your competitors.

Paid search advertising is a prime example of an area in which not enough attention is being paid to shopping experience.

The Impact of Shopping Experience on Paid Search Advertising

ForesightOne's independent research has discovered a series of scenarios where  shoppers would find themselves directed to less than desirable shopping experiences.

Don't Believe Us? See For Yourself!

new-ws-vioby-usecase.

Williams-Sonoma Grande Cuisine

As visualized in the gif above, we searched "German Cookware," and subsequently clicked on a paid search ad from Williams-Sonoma Grande Cuisine. We were promptly redirected--to French cookware. To our surprise, the German cookware category page exists, but the search advertisement failed to the deliver us to the relevant page.

Time invested to find the products we were looking for: 10-seconds
(update this has been fixed, fortunately)

new-ikea-vioby-usecase.

Ikea

When we applied a similar test to Ikea, we searched for "9 Piece Dining Set." Upon clicking the search ad, we were directed to the general dining category page. 

After we had invested a solid 30-seconds, we found the Dining Sets we were looking for.

new-mattress-firm-vioby-usecase

Mattress Firm

We see this again with Mattress Firm. While we searched "Mattress Firm BeautyRest," we were directed to the homepage. Considering that BeautyRest has a specific branded category page, it's shocking that this oversight could go unaddressed. 

After we had invested around 45-seconds, we found the BeautyRest Mattresses.

new-ashley-vioby-usecase.

Ashley Homestore

Imagine looking for a dresser for your child's room. You type "kids dressers" into Google. To your delight, Ashley Homestore's search advertising comes up, promising a wonderful experience. However, after clicking, you're directed to a page with all children's categories. Faced with the prospect of having to dig through it all, shoppers will likely exit the site.

After we had invested around 25-seconds, we found dressers for kids.

Why Does This Happen?

E-commerce sites with a large catalog of products are highly dynamic environments. On top of that, Search Ads have fixed destination URLs, until the marketing manager changes it by updating the configuration. So, they do not change automatically in response to site changes.

It's not your digital agency or campaign manager's fault. They are unable to update Search Ads with personalized destination URLs at scale and keep up with the changes that occur on a daily basis in your e-commerce site.

Without the use of automation, artificial intelligence, and semantic understanding it is humanly impossible to provide a positive experiences for shoppers.

Imagine if you had to manually select every single day the most relevant destination landing page for every keyword your brand is bidding on. On top of that, take into consideration all the changes that happen with your e-commerce including but not limited to: changes to URLs, products going out-of-stock, new products being published, changes to product attributes, and others.

The list goes on and on... 

Hope is in Sight!

Even though our use cases indicated a problem whose severity and frequency has gone largely unnoticed, it doesn’t mean that the problem isn’t solvable. In fact, solving the problem has shown an increase in conversion rates of 15 percent or more for major retailers.

Technology innovators like Vioby, a ForesightOne client, have been addressing this challenge and increasing retailer's paid search ROI. Vioby's AI technology is utilized to shorten the path to "add to cart" by predicting the most relevant destination page on your e-commerce site for keywords on which you are bidding.

Vioby automates the selection process by its native integration and partnership with search management platforms like Google Search Ads 360 and Kenshoo. By doing so, it helps shoppers find the products they are looking for with more ease. 

In Conclusion

Positive shopping experience is crucial to optimizing Paid Search ROI. While shopping experience is a major topic of interest for e-commerce retailers, there remain issues that have been overlooked — such as the destination landing page — that result in poorly optimized paid search ads.

This should not be seen as an unsolvable issue, however, for those who address the problem properly, significant improvements await: a better shopping experience, increased customer conversions (with Vioby 15% or more), and a substantial increase in revenue! 

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All product names, logos, and brands are property of their respective owners. All company, product and service names used in this article are for identification purposes only. Use of these names, logos, and brands does not imply endorsement.

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