Automated extensions display information that shoppers find useful alongside your Product Listing Ads (PLAs) — such as free shipping costs or sale price figures. Per Google: “Promotional text, an optional message added to your ad groups in AdWords, was part of our first efforts to do just that. We noticed many of you use promotional text to highlight special offers or free shipping, so today, we’re excited to introduce new automated extensions for shopping ads (PLAs).”
Automated extensions use existing information you’ve provided in your Merchant Centre settings and data feed to display this info within your PLAs automatically. In the olden days, using promotional text ads, you had to manually enter the copy into AdWords.
Not only do these new extensions display in a digestible format for consumers and help differentiate your products, but they come at no additional work or cost for retailers. And the debut comes at an optimal time for retailers, as most are preparing to ramp up their holiday promotions soon.
As a big bonus, Google reported that automated extensions received better click-through-rates (CTRs) than promotional texts during testing.
Howver, Google has said “we’ll be retiring promotional text at the end of September 2015 and start surfacing automated extensions more frequently instead…For those who use promotional text, no additional action is needed. Your ads won’t be otherwise affected and will continue to reach shoppers searching on Google. If you want to highlight other offers aside from free shipping and sale prices, we strongly encourage you to take advantage of our other shopping extensions” (e.g. trusted stores, promotions & ratings).
See more from Google here: http://adwords.blogspot.co.uk/2015/08/new-automated-extension-for-shopping-ads.html
We have long been convinced of the value of loyalty schemes (in a crowded & commoditised market full of economic equivalents). Here is a graphic from Sweet Tooth, showing the ROI and the loyalty transactions that can be rewarded:
We came across this technology research giant Gartner’s visualisation of all the different elements & disciplines in the digital marketing universe. In Gartner’s words: “Use this map to understand the connections among business functions (neighborhoods), applications (tracks) and providers (stations) so you can easily mediate discussions between marketing and IT.”
You can register for the full thing on Gartner’s website.
E-commerce activity has been shown to go down by as much as 30% in the summer months compared to the highs of December- a fact that could spell disaster for your business.
Nosto – the targeted recommendation & personalisation service provider (with a great Magento extension) – has compiled a simple-to-follow whitepaper with eleven top tips to prepare your online store for this sometimes difficult to navigate season, including advice on store design, email use and personalization of your website.
Download your copy here……
Content marketing is now vital for brands & the “storytelling” is seen increasingly as vital to getting a brand’s story across. According to Smart Insights, “sharing long-form content across social media channels in formats including video, infographics, blogs and other media is becoming more of an ‘art’, as companies are understanding the importance of ‘humanising the brand’ to reach higher levels of engagement.”
Here’s a great infographic from OneSpot which explains the science and practice behind it.
Spring Chicken has launched a campaign – “Sign of the Times” – to change the image of ageing. Designers have been invited to originate alternatives to the ‘patronising’ road sign that suggests older people are all infirm and hazards to drivers.
“The signs give the message that old people are frail and disabled – it contributes to the some of the age discrimination that we know exists in society,” said Anna James, founder of Spring Chicken, which specialises in selling gadgets designed to make life easier for older people, is hoping to change that.
The campaign asks designers to reinvent the current “elderly crossing” sign to “do justice to the fantastic creativity, energy, curiousity and sheer vim of the older people that we meet. Today’s older adults don’t think of themselves as old and infirm,” James said. “I think there is a way to represent the need for drivers to slow down without suggesting that life is over for older people. We want to change the image of ageing and bring some wit and humour, and a more accurate reflection of older people, to these signs.
Read the whole story, as written up by the Telegraph here.
See the gallery of entries for the new sign on the Sign of The Times website and have your say.