With the share of digital ad spend at 29.9% in 2015 and expected to increase to 39.3% in 2019* the digital advertising marketplace is becoming increasingly competitive for ecommerce retailers . With this in mind, optimising paid search should be a priority for all retail marketers in 2016. Let’s take a look at some of the most important pay-per-click tips for online retail: 1) Segment Campaigns Google Shopping and AdWords allow you to bid at product or keyword level, however, this is a feature that many advertisers fail to adopt
My previous article was about estimating the potential for growth for those paid search campaigns capped due to insufficient budget. This was definitely the easy part since the logic behind the assumptions involved in the calculation was fairly simple. Now, we can address those paid search…