Posts in Ecommerce
Meet Your New Digital Agency at IRCE 2019 [Coupon Code]

Delegator, a digital agency specializing in online advertising, will be exhibiting at the Internet Retailer Conference & Expo (IRCE) in Chicago, IL June 25-28, 2019 to connect with online retailers who are interested in expanding their online presence and profitability using thoughtful digital marketing.

Delegator’s agency team is made of fun-spirited and hardworking advertising wizards who will stop at nothing to make sure your online ads are performing at the highest level, and you have the chance to meet a few of our smiling faces on the exhibitor floor!

As a perk of attending & exhibiting, we are given a $200 discount code to share with attendees! If you’re interested in joining us at IRCE (and you want to save $200 on IRCE passes) fill out the form and get our unique promo code!

IRCE Coupon Code — Save $200

Some of the Delegator team in Chicago for IRCE 2018

Some of the Delegator team in Chicago for IRCE 2018

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Delegator offers account audits to identify any weaknesses and diagnose the problem areas of your digital advertising accounts.

Delegator manages and optimizes digital marketing to maximize returns from digital advertising while controlling costs. Services include digital advertising, analytics, and technical due diligence.

US Digital Ad Revenues For 2015 Top $59.6 Billion

US digital ad revenues top $59.6 billion in 2015, up 20 percent to hit another high:

Another year, another record and double-digit growth for digital advertising in the US. Digital ad spend topped $59.6 billion in 2015, a gain of 20.4 percent over 2014’s $49.5 billion, according to the Interactive Advertising Bureau’s annual report conducted by PwC.

The chart below illustrates the 10-year growth in US digital advertising revenues from 2005 to 2015 in which the industry has seen a 17 percent compound annual growth rate (CAGR). 2010 was the year mobile began to play role in US digital ad spend totals. Since then, mobile has seen 100 percent CAGR compared to just 9 percent growth from non-mobile revenue over the past five years.

iab-us-digital-ad-revenues-2005-2015-800x494

In the fourth quarter of 2015, digital ad revenues shot up past $17 billion for the first time, up from $14.5 billion in the fourth quarter of 2014. Revenues for the second half of 2015 were $32.1 billion, representing 54 percent of the annual total for the year, which is in line with the revenue split seen in past years.

Despite Google's consistent pushing towards mobile advertising, I was surprised to see the relative role of mobile in these numbers. It is growing significantly, but is only approaching relevance for many advertisers and still seems very 'early funnel'.

Protect Against Duplicate Conversions Data in Analytics

via Google+:

Starting today, advertisers can insert Order IDs into AdWords conversion tags to automatically filter out duplicate conversions from the same device. By minimizing duplicate conversions and reviewing more accurate conversion data, you can make better budget and bidding decisions for your campaigns.

Until this update, advertisers added website code to make sure conversion tags didn’t fire again when people refreshed or returned to confirmation pages. For example, if you’re a hotel brand, you may notice customers returning to their booking confirmation pages, perhaps to find the reservation number or room check-in time the day before a trip. By including an Order ID into conversion tags, AdWords will not count these subsequent conversions with the same Order ID, so they won’t show up in your reporting.

Visit our Help Center to learn more and get started: https://goo.gl/XEzCEG

Although the negative impact has not been significant for most industries, it is nice to see Analytics taking steps to protect the accuracy of traffic data. At least now advertisers have a tool to protect against this sort of data bias.

AdWords Report Editor Now Supports Labels

Yes, AdWords Report Editor now supports label columns:

google-adwords-editor-labels-supportGoogle has added support for the labels columns in AdWords Report Editor.

The labels show up at all levels of the account, with color coding and all, as shown [above] in the screen shot posted by Google’s Jon Diorio on Google+.

Hot damn! For AdWords managers that frequently run large promotions for clients, this feature was painfully absent. Easily segmenting reports for particular labels (i.e. Fall Sale Ads) will help streamline relevant reporting.

The One Thing C-Suite Leaders Need To Know About PPC

Explaining The Value Of PPC To The C-Suite:

“There Isn’t Really A Traditional Funnel Anymore…It’s all about the micro moments.” – Jeff Allen

If there’s one drum beat I see our industry hammering this year, it’s that competition is just going to increase so getting creative and opening up your marketing scope will be the surest way to profitable campaigns. Each year there are more advertisers in the space, which drives up costs for the competition and then on top of that – the engines themselves change things fairly frequently (see: sidebar ad removal) and not always in a way that works out well for brands.

To complicate things further, as the search & digital landscapes continue to evolve, the consumers on the other side of the screen are maturing, as well. They know to research in more detail to make sure they’re getting the best deal and so on. The buying cycle is longer and starts earlier than it ever has before so the key is to solidify your position in every segment of the sales cycle, from consideration to purchase. This is a fact, and you can see it in the number of platforms, engines and technologies at the digital marketing industry’s fingertips. And they are all massively important to achieving continued and increasing profitability.

cross-channel conversion pathsDigital marketing has matured by leaps in bounds in the past few years. We now have a plethora of options - both in networks and targeting. However, the biggest shortcoming of our industry remains to be cross-channel tracking. That is folks who interact with ads on several different networks before making their buying decision. From each network's reporting tools you can see only parts of the conversion path. But no reporting tool gives you the entire picture. Meanwhile, conversion paths are getting more and more complex. The temptation is to base advertising decisions based solely on what can be tracked (via Google Analytics or the like). But although the data doesn't show the whole picture, we know these complex funnels are happening - both through buyer behavior studies and our own personal behaviors. We often see clients who want to limit their advertising to what is directly trackable, thereby neglecting the rest of the sales funnel and likely limiting their account's true potential.

This is the biggest 'miss' in digital advertising today. And with most major search engines moving increasingly towards privacy (and rightfully so), it is unlikely that this type of tracking will be available anytime soon. In the meantime, smart marketers will need to rely a little more on intuition than raw data, if they want to fulfill their digital marketing potential.

Are Your Google Shopping Reviews Being Indexed Properly?

If you are collecting reviews from your customers, with the goal of displaying them in your PPC ads, here is a great way to test if they are being indexed properly: Take the following URL (http://www.google.com/shopping/seller?q=DOMAIN.COM) and replace the text at the end with your own website. For example, reviews for SmartFurniture.com could be accessed at “http://www.google.com/shopping/seller?q=smartfurniture.com”. If everything is working properly, your results should look like the below:

Screen Shot 2016-04-14 at 5.27.51 PM

 

If your reviews are not being indexed correctly, you will receive the following:

Screen Shot 2016-04-14 at 5.28.22 PM

Remember, only reviews collected through a select group of pre-approved vendors will be considered for display in AdWords. If you are using a vendor from this list and your reviews are not being indexed, you should contact your vendor for support.

3 Upcoming Trends In Google Shopping

3 upcoming trends in paid search:

Bigger/badder Google Shopping results

Google Shopping results could get bigger (especially on desktop computers), or we could see them repeated in other places on the SERPs. Folks have already reported seeing Google Shopping ads in image search. This is obviously one of many ways Google may choose to further monetize page content.

Local paid search product

I wouldn’t be surprised to see “local” become a paid product a la Google Shopping (Remember when Google Shopping was free?).

Recently, Google has made some changes to their local results with Local Business Cards, and the carousel looks eerily similar to Google Shopping.

I believe Local Inventory Ads (LIA) are Google’s first kick at this can. LIA ads (shown in the example below) highlight how far the nearest store is to you and show specific store inventory.

Screen-Shot-2016-03-18-at-12.46.54-PM The monetization of local could certainly convert into significant revenues for Google (or the other search engines).

Paid messenger ads

As chatting and instant messaging become more popular (and ultimately another marketing channel), we could easily see shopping results introduced into our chat conversations. Facebook may already be thinking of this with what those in the industry are referring to as the “Messenger Bot Store.”

Google is working on a new chat service, as well. It will reportedly allow users to not only message friends, but also to perform searches. Users could text a question, and a chatbot would respond to the question in the same conversation thread.

This is obviously designed to keep people using Google search, and it’s possible that Google hopes to be able to monetize it in some way, shape or form.

It's no surprise that Google Shopping's steady takeover of the above-the-fold SERP space would coincide with increasing monetization strategies.  But with PLA's playing an increasing role in ecommerce accounts, Google has earned the right to. The results are there.

25 Principles For Designing A Mobile Retail Site

Mobile Retail Apps and Sites: Designing a Better Experience for Shoppers:

In a booming e-commerce market, you can rise above the pack by providing a mobile site or app with frictionless, simple experiences for omni-channel shoppers. From Google's UX Research Lead Jenny Gove and UX Design Lead Iram Mirza, here are 25 principles for designing a retail mobile site or app.

 A great resource for anyone taking their ecommerce site responsive.
Converting Shoppers During the 2014 Holiday Season

Some say it’s the most wonderful time of the year, but in digital marketing land, we can all agree that it’s at least the most hectic time of the year. The holidays are upon us, which means it’s time to prepare for maxing out conversions on the most profitable days of the retail year. Brace Yourselves: The Holidays Are Coming

Since this time can be so overwhelming, we've wrapped four early holiday presents for online retailers and marketers. Don't forget to unwrap slowly and savor each gift!

1. Google has provided a handy online holiday shopping calendar.

Check out what last year's shoppers were doing at this time of year. You're welcome.

google holiday 2013

2. Make promotions obvious, and put them everywhere.

Customers are ready to spend money. Try not to spend a huge amount of energy on how masterfully-crafted or strategically-placed your promotions are. Unlike the rest of the year, shoppers will be looking very specifically for deals on your site, so the more obvious and ubiquitous they are, the better.

3. Don't neglect the entire conversion funnel.

This is one mistake that is easy to make. So much time is spent on strategizing and creating holiday creative that thoroughly checking the entire conversion funnel is often overlooked.

Remember: most online retailers will have deals, including your competitors. This is a time when you're more vulnerable than ever to losing a customer to the competition if the entire process from landing on the site to checking out isn't a smooth ride. Checkout forms can and do have bugs. Editing a shopping cart should be as easy as tossing an item out of the cart at a department store. Are your most profitable items the easiest to find on product listing pages? Walk through the whole process dozens of times on your site, and have others do it, too. You could be missing some key opportunities to secure transactions.

4. Turn these would be one-time shoppers into lifetime customers.

Your store is worth more than a 50% Cyber Monday discount. This is a good time to reflect on what value you bring to a customer. Why should they not only love that jacket they got for 50% off on your site, but also love you? We're existing in a time when the online shopping landscape is dominated by some key players like Amazon, so online retailers are looking at how to carve their own space by forming relationships and community with their customers.

Your customer service should be the absolute best, and not just because you want to use it as a trust value on your site.

Your site should be a hub of activity. Infuse personality and community into your site to a level that is appropriate for your audience. Social media helps gain a following, but you're going to make the money on your website. Bring the community there.

Create a story, and invite customers to be a part of it. Many shoppers today crave authenticity and entertainment. You have a chance to reach them at this level and be their peer. It's so easy to throw some products up on a website, but how do you make those products so relevant to your customer that they have no choice but to buy and come back?

Happy Holidays

There you have it: four gifts from Delegator to you this holiday season. It's time to see this holiday season differently from the past. You know the opportunity is there. We'd be happy to come on the ride with you if any help is needed, but if not,  happy holidays, and may the coupon codes be used aplenty.

4 Best Practices For User Testing Your Website

So you've built out a new website or landing page, and you're excited to show it to the world. Your colleagues, friends, and family think that your new creation is awesome - and you're feeling pretty good about yourself. You're thinking that you might be ready to launch..

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DO NOT GO ANY FURTHER WITHOUT USER TESTING!

Here at Delegator, we preach the gospel of thorough and unbiased user testing. In fact, we have distilled our approach to using a singular partner (most of the time) that we really enjoy working with, because they have a great platform: UserTesting.com.

Simply signing up for their service, however, isn't enough to get you the actionable data you need to properly optimize your new site.

Here are four best practices that will allow you to user test efficiently and effectively:

Get involved in, first hand, user testing videos AND analysis sessions:

User testing is one of the most important pre-launch protocols.  If you are a decision maker, there is no substitute for first hand consumption of user testing content.  If you pass the task off through multiple degrees of separation, you are opening yourself up to multiple layers of bias. Instead, consume the user tests first hand to see for yourself EXACTLY how people interact with your site.

Do not make definitive conclusions based on just a couple of user tests:

Although you may feel that a random user test is providing you with a goldmine of actionable data, temper your eagerness to make changes with the understanding that one or two tests are not statistically significant relative to hundreds of site visitors.  If multiple users tests start revealing similar faults or potential enhancements, AND your team agrees with said faults, you should probably feel safe making that change.

Find the right balance between instruction specificity and freedom:

Unless you want your user tester to be floundering around the site with no clear direction, be specific in dictating to the tester who they are, and what their goal is.  Don't, however, instruct them on every step they need to take to reach the goal.  You want your user tester to best emulate your actual customers.  You, unfortunately, won't be able to instruct each customer on how to use your website step by step, so take that into account during your UserTesting.com session setup.

Use the convenient annotations feature of UserTesting.com for efficient & effective sharing:

You'll want to share the user testing intel with your team members.  Since the tests are delivered in the form of a narrated video and can often be quite long, take a pass through the videos and annotate the important revelations.  This way, other team members can quickly scan the video and watch the important parts where your tester might be stumbling, or (hopefully) completing tasks with ease.

Delegator is an official partner of UserTesting.com and can help you set your account up,  work through your testing, and analyze the tests to form actionable recommendations.  Contact us here if you would like to learn more!