Advertisers, Watch Your Referrals

Advertisers, Watch Your Referrals

Google

At True Interactive, we use tools such as Google Analytics to monitor and measure everything we do. And doing so includes keeping close tabs on referral traffic. Referral traffic consists of visits that come to your site from sources outside of Google’s search engine. When someone clicks on a hyperlink to go to a new page on a different website, Google Analytics tracks the click as a referral visit to the second site. Referral traffic is a recommendation from one site to visit another — like an assist from one basketball or hockey player to another leading to a score.

Referral traffic helps you understand how people find your website. With good referral data, you can understand, for instance, whether your Facebook or Instagram pages are sending traffic to your site (and how much traffic).

But you need to keep a close watch on how Google Analytics measures referral traffic in order to get a true measure. Recently, for one of our clients, we noticed that Google Analytics was reporting a sharp increase in referral traffic from payment sites such as Affirm and Paypal. When we looked under the hood, we noticed that Google Analytics was giving those payment sites credit as the referring sites for customer transactions.

Now, payment sites are essential for a transaction to occur. They make the web more seamless by making online checkout happen faster. Customers making purchases on ecommerce sites probably don’t even notice when they’re referred to a third-party payment site to complete a purchase. But that doesn’t mean Affirm or Paypal should get credit as the referring site. Affirm ensures the purchase happens easily. But Affirm becomes part of the picture after a customer has decided to make a purchase, not before.

Fortunately, we monitor Google Analytics data closely. We acted quickly by adding the third-party payment sites in question to the referral exclusion list, or a list of domains whose incoming traffic is treated as direct traffic (instead of referral traffic) by Google Analytics. We were able to course-correct quickly enough to ensure that we continue to provide our clients accurate data.

The lessons here:

  • Watch your referral traffic closely.
  • If you find a spike in referrals for third-party payment sites, take a closer look at your referral exclusion list. The payment system might be getting an inordinate amount of credit that another site should be getting credit for.

How closely do you monitor your Google Analytics data?

Contact True Interactive

To succeed with online advertising in 2020, contact True Interactive. Read about some of our client work here.

Understanding How Retailers Can Use Analytics to Optimize Their Digital Marketing

Analytics Retail Analytics Spotlights

The-Marketing-ScopeIn 2016, global e-commerce sales are expected to eclipse $1.1 trillion, according to leading consulting firm A.T. Kearney, with annual growth of 15%-20%. When the money is that big, you can bet that competition for wallet share in digital marketing will be stiff.

A competitive advertising space can drive up costs rapidly, so retailers need to make sure they are using analytics fully to optimize their digital marketing campaigns. When you dive into any analytics package, even free ones such as Google Analytics, the options can get complicated and overwhelming quickly. However, understanding the basic key performance indicators (KPIs) and using them correctly can help you optimize your website and improve conversions, which in turn boosts your digital marketing ROI.

I sat down with Eric Vidal, Editor & Chief Content Officer of The Marketing Scope, to discuss “Why Digital Marketing Analytics Is Important for Retail Sales.” This video is part of the “Marketing Mash” series produced by Vidal. We talked about how to understand what you’re looking at when you open your analytics package then, more importantly, how to use the data to optimize your website and drive more conversions from your digital ads.

Best Practices in Applying Analytics to Digital Marketing Campaigns for Retail

Analytics Retail Analytics Spotlights

The-Marketing-ScopeThe retail industry depends heavily on digital marketing, and consequently, that makes online advertising very competitive. The online marketplace brings additional challenges that don’t exist in the brick-and-mortar world. Products, prices and even competitors change rapidly, sometimes by the minute.

To have any hope of achieving a positive return on advertising expenditures, online retailers must analyze what is working and what isn’t. While most digital marketers have an analytics program, such as Google Analytics, in place, more than half of them aren’t using analytics effectively.

These issues were the focus of a conversation I had with Eric Vidal, an Editor & Chief Content Officer, on this episode of “Marketing Mash,” a video series produced by The Marketing Scope. Watch the video, “Why Digital Marketing Analytics Is Important for Retail Sales,” to learn some best practices in applying analytics to digital marketing campaigns.

Prepping for the Digital Advertising Race

Analytics

RED INDY CAR 3For my last couple of posts, I’ve drawn parallels between the “The Greatest Spectacle in Racing” – the Indianapolis 500 – and the current state of digital advertising because recent changes to Google’s Search Engine Results Page (SERP) have made competing for space a more rigorous contest. And in the last installment, I advised digital marketers to keep in mind there is more than one competitor on the track.

Sure, Google has the pole position. But other racers, such as Bing or YouTube and social-media contestants Facebook and Instagram, also are worth evaluating. These online venues can still yield excellent results. So, we walked through the garage and kicked a few tires.

OK. Some of the alternative vehicles look pretty slick. But admiring their gleaming chassis in the garage isn’t the same as jumping behind the wheel, gunning the engine and burning rubber on the track.

So, here are a few pointers for running the race…

Different Vehicle, Same Race

Just because you’re slipping into a new cockpit doesn’t mean your overall objective has changed. You want to finish in a competitive position – generating as many quality clicks as possible. To cross that finish line, you need to be comfortable in your new seat, knowing what your vehicle can and can’t handle. In other words, know what to expect in terms of performance. Don’t figuratively slam the gas pedal before you have had a few test laps in your new ride.

In marketing speak, this means you should move to new vehicles incrementally. If you want to explore other channels, pick one for your experimentation, rather than blanketing Bing and YouTube and Instagram and Facebook all at once. The digital world gives you hard data very rapidly, so you can conduct a test and know within days or weeks if it works for you.

Are Car & Driver Up to Specs?

No one just rolls up on race day and enters the Indy 500 field. Racing teams must qualify for the event, demonstrating that their cars and drivers are up to the challenge. In marketing terms, when you think about where to extend your digital advertising, which new channels to try, always consider your goals and your target market. As noted in earlier posts, your product may or may not play well on Instagram, and your target may or may not be more likely to be a Bing user.

One Car Can Run Two Races at the Same Time

My Indy 500 analogy finally has run out of gas. Because digital advertising is not limited by the constraints of the physical world. We’ve seen many clients who set up Bing ad accounts and put 10-20% of their budget in them, then let them run on auto-pilot while tending to the 80-90% of their campaigns in Google. As they make refinements in their Google AdWords campaigns, they don’t go back and make the same adjustments in Bing. But Bing has made it very easy to import your Google campaigns and keywords directly into Bing. So, by carefully choosing your channels and managing your digital advertising strategy, you can effectively drive one vehicle and have it compete simultaneously in two races.

That’s a feat not even the best Indy 500 driver can accomplish.

Vetting Competitors in the Digital Advertising Race

Analytics

RED INDY STRAIGHTAWAY shutterstock_141403861In my last post, I drew parallels between the “The Greatest Spectacle in Racing” – the Indianapolis 500 – and the current state of digital advertising because recent changes to Google’s Search Engine Results Page (SERP) have made competing for space a more rigorous contest. And when faced with picking a winning strategy for this daunting challenge, digital marketers would be wise to remember there is more than one competitor on the track.

Yes, Google has earned the pole position. But it’s worthwhile considering other racers, such as Bing or YouTube and social-media contestants Facebook and Instagram. These online venues can still yield excellent results. By placing figurative bets on multiple vehicles, you can determine whether keeping all your money riding on Google is the most optimal strategy. Perhaps you should spread your digital advertising wagers across several “cars” in the race, which could yield a more dominant position in the field.

So, let’s kick a few tires…

Bing customers tend to be more educated and affluent. It’s the default search engine on Windows 10 devices, including the popular Microsoft Surface laptop/tablet hybrid, which are becoming standard issue in corporate suites. Bing’s share of the search market, while still much smaller than Google, is growing. It’s worth consideration, especially if the demographics of your target market align with Bing users, which are skewing toward businesses large and small.

If you want more eyeballs and increased branding at a relatively low cost, then YouTube is a solid option. After all, it is the second-largest search engine on the internet.

Depending on your product, Instagram might be a good option, too. Particularly for business-to-consumer marketers who have visually appealing products, we are seeing some strong results on Instagram. Flowers, landscape designers, foodies – these are strong plays on Instagram. However, if you are a B2B industrial machine supplier, Instagram is probably not the best venue for a share of your marketing budget.

Another avenue to explore down is remarketing campaigns on Facebook. Remarketing, if you’re not familiar with the term, is the ability to show an ad to someone who has previously visited your website or Facebook page. Since we know most consumers begin their purchasing decision process online, remarketing is an excellent way to reconnect with people who have already shown some interest in your company or product.

Facebook’s targeting options have improved dramatically, so you have many options for reaching people: standard demographics, of course, as well as tight geographic areas, interests, pages they have visited and liked. Especially useful to many advertisers are “lookalike” options – the ability to target people who share similar characteristics to a group you understand already, such as your current customer base.

Now that you’ve vetted the racers, it’s time to determine the best approach to race day. More on that topic in my next post.

Racing for the Win in Digital Advertising

Analytics

Red Indy carThe month of May ends with “The Greatest Spectacle in Racing” – the Indianapolis 500. This year marks the 100th running of the race, and the race organizers have spent considerable time and money updating the facility, which is the largest sporting venue in the world.

Maybe it’s the smell of ethanol in the air, but I can’t help but think of the parallels between this event and the current state of digital advertising.

Just as the Indy 500 represents the potential for the most people to watch a race, so too does Google offer the biggest audience for search engine marketers. And recent changes at the storied track have many long-time race fans wondering what to expect when they arrive, just as digital advertisers are trying to navigate the latest updates to Google’s Search Engine Results Page (SERP).

There’s one more important parallel. While drivers yearn to be among the top competitors at Indy, it’s not the only race on their calendar. Digital advertisers likewise have many other options where they can compete.

Who Else is in the Race?

Clearly, Google is the king of search; if you can capture one of the coveted spots it can do wonders for your business.

But what if you can’t? Small and mid-size businesses (SMBs) will have more and more trouble competing as time goes on, and even larger organizations may struggle. It may be worthwhile to consider other channels, such as Bing or YouTube and social-media darlings Facebook and Instagram. These online venues can still yield excellent results. By testing on multiple platforms you can determine whether you need to keep all of your investment on Google, or perhaps can branch out to others where you can gain a more dominant position.

While these channels usually don’t draw the sheer volume of eyeballs that Google commands, many advertisers are nonetheless finding them to be effective.

In my next post, we’ll take a closer look at each up-and-coming channel: Microsoft’s Bing, YouTube and the social platforms Instagram and Facebook.

Draw Virtual Shopping Crowds: Capitalize on Shopping Improvements for SEM Success

Analytics

Shopping cart of crowdsIn 2012, 42 million people died during the bloodiest Black Friday weekend in history.

Okay, that’s not really true. That was The Onion’s unique satirical style chronicling our quest to get the best shopping deal. Today’s post, fortunately, keeps us away from the literal bloody fray. But online marketers are engaged in their own very real shopping battle as they fight to get in – or stay in – one of the all-important top ad spots.

Previously, we explained how recent changes in Google’s Search Engine Results Page (SERP) layout affect your opportunities for ad exposure. With up to 30% fewer ad placements on a page, winning one of those spots is imperative for marketers. We looked at how to be strategic in your search engine marketing efforts and how to improve your targeting to achieve better results.

This is the fourth in a five-part series on how to win the search engine marketing (SEM) race. To tell the story, we’ve used analogies involving athletes and competitive sports: runners, hockey and basketball. Today, we dive into the ultimate “contact sport” – shopping.

Gaining Advantages in Ad Campaigns

At first blush, losing those side ad spots seems like a major blow to online marketers. But the glass-half-full view sees a strong benefit: fewer distractions. The top four spots will stand out in the cleaner one-column layout. Smart retailers can use shopping campaigns and Product Listing Ads (PLAs) to gain additional advantages.

Since the SERP changes took effect, the click-through rate for the top spots has increased. That’s incentive to continue working hard on refining your ads so you can claim one of those lofty positions. For those who aren’t in one of those top four spots, shopping ads are a good way to stand out when customers do scroll to the bottom of the page. Either way, you have to get smarter and stay smarter about how and when your ads appear so you can enhance your chances of turning browsers into buyers.

Focus on Campaign Structure

For online retailers, the first order of business should be in taking steps to capitalize on shopping improvements within Google. Consider splitting out product groups, increasing bids and testing different tactics to discover what performs best.

Look first at your campaign structure, which needs to be well thought out. All too often we see one shopping channel with all of the retailer’s products tossed into it. This is akin to setting up a four-foot cube in the middle of your store, then filling it with one of everything you have to sell. Your customers have to dig through everything to find the specific item they want. They may start digging, because they really want to buy your product, but they will quickly abandon the search.

That’s why we encourage you to break each product into its own ad group. If you have an enormous amount of SKUs, that’s not practical, but with hundreds, even thousands of products, it’s still manageable. Splitting products into discrete ad groups helps to ensure the right product is showing to the right people at the right time. You will have far greater success with this strategy than if you simply toss all of your products into a virtual “bin” and let Google reach in and pull one out to show your prospects.

With a strong campaign structure that has separate product groups, you can also employ techniques such as phrase matching and negative keywords to exact much more control over which products will be displayed.

For example, if someone is searching for “contact lenses,” you may have hundreds of SKUs that would match. To increase the chances of conversion, you could use keyword fencing to limit the SKUs that will show to your top five best sellers. This increases conversions and prevents prospects from having a bad search experience that displays items in which they have no interest.

With fewer ad placements on a page, competition is going to get fierce. That means you must fine-tune your campaigns so they can work harder for you.

My next post will explore other advertising channels. Google is still the big dog, but there are alternatives, and some of they may be right for you.


Mark Smith
Mark Smith True Interactive Co-Founder