This is the second piece in our two-part series about the power and the value of semantic technology, and how they are being leveraged by e-commerce retailers. If you missed the first entry in this series, feel free to read it here, before continuing with this piece.
When we last discussed semantic technology, we emphasized its ability to discern the meaning behind individual search queries and provide accurate results based on those meanings, as opposed to results based solely on the literal wording of the query.
We provided the example of three different shoppers searching for swimwear by three different terms--"bathing suit," "swim trunks," and "bathing attire." E-commerce retailers that leverage semantic technology are able to direct all three of these potential customers to the most relevant landing pages. Despite the difference in the language they used for their search, the semantic technology employed by the retailer can easily discern that these three are all looking for a particular swimwear product.
This, as we previously discussed, is one of the ultimate benefits of semantic technology in paid search: it allows brands to interpret meaning from shoppers, in the same way a store clerk who guides you to the product you're struggling to describe might.
Agencies and Brands, Don't Spend Time on Repetitive Tasks
In this day and age, advanced technology has opened the doors for campaign managers to focus their effort into what really matters: creativity, deep insights, collaboration, and providing a better shopping experience to our e-commerce visitors.
There are a number of paid search solutions out there that incorporate semantic technology that do a great job helping paid search campaign managers achieve these goals in a number of ways.
Paid Search & Optimization Solutions
Wordstream Google Ads Performance Grader connects directly to your Google account and grades your campaigns in a number of different factors, from conversion tracking and targeting--including geolocation and language--to suggestions regarding your budget, text ad and long-tail keyword optimization.
AdEspresso by HootSuite allows you to sync your campaign data, and collaborate with clients, requesting campaign approval before it goes live. It also provides a number of different reports and visualizations, like charts, reports, and management metrics for everyday tasks.
SpyFu is all about competitive intelligence: it allows you to gather insights about what keywords your competitors are bidding on, the number of clicks they are getting per month, estimates of their ad spend budget over time, and a rundown of keywords that overlap across multiple competitors. Plus, you can download lists after conducting some analysis.
GoogleTrends can give you free insights into popular and seasonal search keywords that can be used in your pay-per-click campaigns. It’s a great researching tool for advertisers to find hidden gems and conduct testing.
The paid search landscape is never-ending and, if you have a challenge, the chances are you will be able to find a solution for your problem.
But What the Heck Do These Tools Have to Do with Semantic Technology?
Not all vendors use semantic technology, but those who do often notice the benefits immediately. Take Wordstream, for example. They use semantic understanding to group keywords into ad groups so that semantically similar keywords show the same set of ads.
Vioby, which is part of our innovative community at ForesightOne, takes semantic technology to a whole new level, allowing shoppers to enjoy a better shopping experience, and solving a problem that e-commerce advertisers with multiple category pages and lots of products in their catalog struggle with today.
Semantic Technology for Large or Dynamic E-commerce Sites
Repetitive tasks are poised to be solved with artificial intelligence and machine learning and--as previously mentioned--what really matters and counts towards performance is the use of high technology together with human creativity, deep insights, and collaboration to deliver value to customers and shoppers.
Vioby is a high-tech solution that provides an increase in conversion rates while directing your shoppers to the most relevant landing pages, saving them time and you--the advertiser--money.
One of the key challenges that large e-commerce sites face today is the dynamism of their product catalogs. The constant changes to improve your website and products you carry also affect what webpage is the most relevant for each of your keywords.
Vioby, on the other hand, analyzes the content and the complex structure of your site and determining optimal landing page destinations to the specific keywords your shoppers are clicking. It’s a new advanced automation complementing what other tools provide in the paid-search landscape.
Vioby's semantic technology engine has a machine learning algorithm that scores each page in your e-commerce site against each individual keyword that your shoppers click.
This solution eliminates the need to manually update destination URLs for each keyword in your paid search campaigns because it automatically keeps up with changes to the website and inventory and updates the configuration to your search management platform (e.g., Google Search Ads 360, AdWords or Kenshoo) for every single keyword. Being integrated with your search management platform, you continue to monitor and manage your campaigns as you normally do.
The Benefit is Crystal Clear!
Every shopper should land on the most relevant category page with filtered products according to their shopping intent. Now that Vioby has successfully deployed their solution with agencies and several brands within the e-commerce space, they're offering their semantic technology solution to the market.
Check their profile here.
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If this was helpful, you have comments or suggestions, or if you know other semantic technology solutions, leave your comments below.