Presented by David Deppner & Megan Deppner
Meet Magento New York, September 5, 2019
Whether you run your digital advertising in-house or hire an agency, every merchant faces challenges with PPC. It seems that ad platforms are always changing the game... introducing new technology, throwing out n...
Advertising platforms and consultants are always pushing ecommerce merchants to "move beyond Last Click attribution" and use fancy new "data driven" attribution models. For related reasons, they are also pushing us to use longer conversion windows. But they're rarely explaining the unintended consequences of the changes they're trying to sell us. If you're considering changing your attribution model, go into it with both eyes open, and an understanding of how it will distort the figures you've been using to make business decisions.
“Did you hear the news? More people perform product searches on Amazon than Google now.”
This buzz started a couple of years ago, and since then, it's picked up. Seems like every month or two we see a new headline about the latest data. Sometimes the headline says that Google took back the lead or that Amazon has been slowing. But the question of who is ahead is clearly of interest to a lot of people.
After hearing this "fact" about Amazon being more dominant than Google a few times, we decided to go digging. And guess what? It's BS… Probably.
Things are changing a lot in the search ad arena. There is a steady ongoing shift of traffic from organic to paid search. You can’t fight it. Any profitable searches are going to be bought by competitors if you don’t pay for them. And increasingly that also means customers searching for brand terms and coupon codes for your site are getting directed to other sites where you’re losing some sales. There's no longer any question of whether you should be using PPC, or even whether you should bid on brand terms. You must. Paid search is going to become a bigger factor in your success going forward than it has been in the past. It’s critical to get it right.
Google recently deployed another stealthy change that will have a mixed impact on the performance of countless ecommerce merchants. Your shopping ads are going to start showing on YouTube and Discover (an Android app), even if you didn't select that option.
Now, I love Google. But I do wish they would be a bit more transparent when they opt all of their customers in to new features that cost them money. This change hasn't been very well communicated, other than some hyped-up announcements back in May about new features coming soon.