Looking to do everything possible to help online retailers improve the accuracy of their paid search advertising, Vioby decided to conduct some research into the field. What we found helped contextualize why so many organizations struggle to direct shoppers to the correct landing page with paid search advertising.
What did we find?
Over the course of 30 days, 20 to 30 percent of product category pages significantly change in an e-commerce site.
What Does This Mean?
For many, the significance of this statistic won’t be immediately clear, and it’s understandable. What this factoid demonstrates is that even in a short window of time, many of the destinations of a paid search campaign needed to be re-evaluated. In addition to that, new keywords might be added, while others might be deleted, but the fact remains that, for online retailers, the product catalog is something in constant flux, always changing.
This makes sense of course. Like any retailer, online retailers are constantly debuting new products and discontinuing old ones. For example, a branding might change so a dress that was originally labeled as “sky blue” is now “cerulean.” No retailer expects
Change is good! Or not?
It would make perfect sense that a constantly changing catalog requires dynamic advertising. Retailers constantly need to be certain that they’re letting customers know about the presence of new and discontinuation of old items. If a department store advertises a clearance sale on decorations right after
It’s no different when it comes to paid search advertising. If a customer searches for that sky-blue
How this affects Paid Search Advertising?
The reason “item not found” would happen is simple but insidious: ads and keywords are not in sync with the daily changes taking place in the catalog or e-commerce site. So, it would be great if a shopper was searching for “sky blue dress” while a “cerulean dresses” category was introduced on the site, the paid search destination for these keywords instead of pointing to “item not found” would now be pointing to the new category. If, on the other hand, the paid search management function had not picked up on the keyword change at the right time, the click would be wasted, and a longer term the quality score of the Ad group would decrease driving
Keeping up with catalog and site changes is key for successful paid search campaigns
These mistakes and shortcomings on the part of search management tools often make it seem as though the only way to ensure the accuracy of the page to which a search
Luckily, it’s not the only way.
What’s the Solution?
In their commitment to helping businesses optimize their paid search advertising, Vioby looked at this common problem and presented a solution in the form of their powerful
Vioby keeps paid search campaigns up-to-date with site and catalog changes
In other words,
Does it Actually Work?
Absolutely. Vioby’s AI Component has helped retail organizations in all different sectors–from apparel to athletic equipment–increase both the conversion rates and the ROI on paid search advertising by 15% to 28%.