eCommerce Marketing Agency | Visiture

Exciting times here at Visiture. Did you know we are hiring? Check out the Careers page on visiture.com to keep up with our latest eCommerce marketing jobs.

Ok, so anyone advertising on Bing knows that the management platform has been a disgrace for years.  Well, Bing has finally made some power moves. I should say “power moves” in a relative sense. Relative to how laughable the interface has been for so long.  These are actually extremely basic metric additions that I can’t believe have been missing all these years. But nonetheless, I’m very happy they’re here now!

Let’s take a look at the newly available columns in the Bing Ads performance Grid…

  • Conversion Rate: That’s right! Bing & all the evil geniuses at Microsoft figured out how to divide the # of conversions by the # of clicks AND put that column into the grid.
  • Revenue: This is pretty major for ecommerce advertisers tracking revenue. Previously only available in Reports – this is a major addition to the grid, and it leads to the next, even bigger addition
  • Return On Ad Spend: This is HUGE for ecommerce advertisers. Many PPC managers & retail internet advertisers manage Campaigns, Ad Groups, Keywords, and various other segments primarily around ROAS. I can’t say how happy I am for this column to be available in the main interface.

If you’re advertising for an eCommerce website on Bing, make sure you add these columns. It’s simple. Click on Columns and then click the arrow next to the available columns that you want to add. Click ‘OK’, and now they’re in the performance stat grid.

Bing Ads Columns

 Not So Fast!!

If you’re familiar with Bing Ads, then you know they can’t get anything right. Even when they do something good, there’s inevitably some embarrassing foul up that accompanies it.

Let’s take a look at what they haven’t quite worked out yet…

  •  ROAS is displayed incorrectly. I know. Just when you thought you blew the roof off… You realize Bing needs to divide their ROAS by 100. So the number appears greatly inflated. You’ll have to get good at looking at ROAS with adjusted vision until Bing conquers this one. Don’t worry though. I’d say they’ll get it right within at least 4-5 years.
  •  You lose these columns every time you navigate to a different page of the interface. Yes, you read that right. You have to add the columns every time you move from one campaign to the next. Even if you move from one ad group to another ad group within the same campaign. Furthermore, if you navigate back to a campaign where you had just added the columns, you’ll have to add them again.
  • The Totals rows are ENTIRELY INACCURATE. I just have to laugh at this one. It appears to us that Bing is adding together each row for conversion rate and sums it up in the total row – making the number appear greatly inflated. The same applies for ROAS. So basically disregard the totals row for these metrics until this issue is fixed.

 

This makes using the new columns almost as tedious as the old way of running reports to get the same metrics. But I’m still glad Bing made some strides in the right direction. Hopefully it won’t be years before they work out the kinks.

So go add those columns! …again and again.

One of the first things we do when auditing a website is check the robots.txt file. Robots.txt is a text file that the search engine spiders visit every time they crawl your site. Within the file you can designate specific instructions for which URLs to index and follow on your website.

The robots.txt file is a great way to stop search engine spiders from indexing cart, catalog, and checkout-type pages. Here’s an easy way to look at it: if you don’t want the URL found naturally in organic search, it should probably be included in the robots.txt with a no-index attribute.

While we know every Magento store has it’s own site structure, we wanted to share a basic robots.txt file template that we use with our Magento clients. It’s important to edit the file based on your specific needs before uploading, but we’d like to provide a good working example:

# Crawlers Setup
User-agent: *

# Allowable Index
Allow: /*?p=

Allow: /media/

# Directories
Disallow: /404/
Disallow: /app/
Disallow: /cgi-bin/
Disallow: /errors/
Disallow: /downloader/
Disallow: /includes/
Disallow: /js/
Disallow: /lib/
Disallow: /magento/
# Disallow: /media/
Disallow: /pkginfo/
Disallow: /report/
Disallow: /skin/
Disallow: /stats/
Disallow: /var/

# Paths (clean URLs)
Disallow: /index.php/
Disallow: /catalog/product_compare/
Disallow: /catalog/category/view/
Disallow: /catalog/product/view/
Disallow: /catalogsearch/
Disallow: /checkout/
Disallow: /control/
Disallow: /contacts/
Disallow: /customer/
Disallow: /customize/
Disallow: /newsletter/
Disallow: /poll/
Disallow: /review/
Disallow: /sendfriend/
Disallow: /tag/
Disallow: /wishlist/

# Files
Disallow: /cron.php
Disallow: /cron.sh
Disallow: /error_log
Disallow: /install.php
Disallow: /LICENSE.html
Disallow: /LICENSE.txt
Disallow: /LICENSE_AFL.txt
Disallow: /STATUS.txt

# Paths (no clean URLs)
Disallow: /*.js$
Disallow: /*.css$
Disallow: /*.php$
Disallow: /*?p=*&
Disallow: /*?SID=

 

For more info on setting up a robots.txt file, check out Magento’s Knowledge Base.


Ever wish you could “Undelete” a keyword in your Google Adwords account? Maybe it was a previous account manager that for no apparent reason deleted a bunch of old keywords with tons of historical value (Whyyyyyyyyyy????).  Maybe the client did it as they fumbled through the account over the weekend. Or, lets not forget the last, most highly unlikely, yet theoretically possible scenario… maybe YOU did it.

Regardless of how the keyword was deleted, we’ve all come across this situation, and wished we could go back in time to save it.

adwords back to the future

If you’ve been around Adwords for any significant length of time, you know how valuable an old keyword can be.  Keywords gather strength over time, and Google rewards this with low cpc’s and what I believe to be some intangible magical power to perform. The older the better.  From lower CPA, to better return on ad spend, the benefits of having old keywords are real. So if you’ve ever deleted a keyword by accident or poor judgment, you know the desperation to undo that act. Especially considering Google makes us think that you can’t undo deleting a keyword. If you try to enable it as if it was paused, you get nothing. Cue the desperation.

Well, the good news is you can save your keywords life! The bad news is you won’t get to drive a supersonic flying DeLorean to make it happen. Instead, you’ll get to play doctor, and revive that old dead conversion machine.

drT 2

And even better – it’s quick and easy. No invasive surgery necessary. When you’re done, you’ll pity the fool that doesn’t know this trick. Just follow these steps:

1) Find the keyword you want to revive within the Google Adwords Interface

Screen Shot 2014-01-10 at 4.42.34 PM

2) Click the green button to add a keyword within the ad group of the deleted keyword you wish to enable

Screen Shot 2014-01-10 at 4.40.43 PM

3) When the box pops up prompting you to enter keywords, enter that keyword EXACTLY. You may want to highlight the deleted version and copy-paste it into the box. Make sure the appropriate symbols are in place according to match type. Click Save.

Screen Shot 2014-01-10 at 4.43.42 PM

4) And voila!- Watch the keyword down below come back to life! It should retain all historical data & quality score as the status changes from deleted to enabled (or paused).

Screen Shot 2014-01-10 at 4.44.29 PM

 

Congratulations, you’ve done it! It’s Alive!

dr Frank

And that’s that – crisis averted!

A new campaign type is now available for AdWords advertisers and it is called, Search Network with Display Select (SNDS).  It has replaced the old campaign setting: Search & Display Networks, which is no longer available to advertisers creating new campaigns.

In typical Google fashion, the new option is somewhat ambiguous upon first look, so we’d like to lay it out and also explain what types of advertisers could benefit from its utilization.

What is SNDS?

According to Google, this new campaign option allows advertisers to expand the reach of their search campaigns to the GDN with greater confidence that their ads will be shown to relevant users.

How, Google?

Search Network with Display Select uses improved signals and methods of predicting when and where your ads are likely to perform best, and sets a higher bar for when to show them. That means ads are more likely to be shown to a smaller number of prospective customers, who are more likely to be interested in your offerings.”

Ok, sounds cool, but how does it work?

Google will utilize the following data to determine where your ad will show on the Display Network.

1) Search campaign data (quality score, keyword CTR, etc.)

2) GDN historical webpage CTR within your category

3) Mined organic search data matching Google pages to user queries.

Who should use this new campaign type?

1) Advertisers who are currently running campaigns with Search/Display Combined who are unhappy with the budget ratio and performance on the GDN. Expansion will reduce volume/spend in the Display portion of your campaign and initial tests show that advertisers, on average, could see a 35% higher click-through-rate, and a 35% lower cost-per-customer purchase.

2) Advertisers who are running search-only campaigns and want to test performance on the GDN. If you are happy with results after testing, however, the best practice is to separate Google search and display campaigns.

 

How do I select this campaign type when creating a new campaign?                                           

Screen shot 2013-12-10 at 12.50.56 PM 

How do I upgrade if I am running the older version of Search/Display Combined Campaigns?

Go to your Settings tab within the campaign in question. You will see the below alert from Google. Follow prompts and upgrade.

Screen shot 2013-12-10 at 12.51.02 PM

How do I expand a Search campaign to the Display Select Network?

Go to your Settings tab within the campaign in question. Expand the Campaign Type option and select “Search Network with Display Select”

Screen shot 2013-12-10 at 12.51.08 PM

Again, it is both Visiture’s & Google’s stance that the best way to have control over your Search/Display campaigns is to separate them. Our account managers are certified in both Google Search and Display advertising and suggest knowledge of both channels to achieve optimal results.