Crealytics Insights


Break down silos in ecommerce to drive performance

3 Examples of Experiential Retail Marketing that Drove Crowds and Sales

- Ryan Bozeman

3 Examples of Experiential Retail Marketing that Drove Crowds and Sales

Ecommerce’s rise has changed how physical retailers interact with their customers. Malls around the world struggle to attract new vendors. Anyone can log in to Amazon and find what they want in a few minutes. This has forced the “brick and mortars” to get more innovative.

The last few years have seen a renaissance in experiential retail marketing. Providing a fun, branded experience can be a great way to get people into your store. It also encourages awareness and interest in your products.

Ladies and gentlemen, we bring you three examples of retailers who thought outside the box to deliver better customer experiences:

Topshop Customers Ride a Virtual Water Slide in Central London

Making a splash…

Topshop leads the experiential marketing space. The fashion retailer had already connected customers with expert fashion consultants, free yoga classes, and art shows. But in 2017 they took things to a new level.

Centered around its iconic headquarters, the U.K. brand encouraged participants to ride a giant (digital) waterslide. Using a virtual reality headset, thrill seekers got a high-speed tour of the area surrounding Topshop’s site. Shoppers zipped over double-decker buses – narrowly avoiding cars whilst flying high over downtown London.

The ride garnered lots of social media attention. A trending Twitter hashtag (#TopshopSplash) and a special Snapchat filter sparked thousands of online conversations. Mini events bolstered things further, with a post-flume photoshoot adding to the experience. This highly immersive campaign gave Topshop lots of attention. It also encouraged customers to stay in the store for hours.

Refinery29’s “29Rooms…a Style-Infused Funhouse”

Source: Art Nerd City Guide

Online publisher Refinery29 hosts their 29Rooms event several times per year. The company describes it as “an interactive funhouse of style, culture, and technology.” Different branded partners (including Dunkin’ Donuts, Dyson and Cadillac) put each of the 29 individually crafted rooms together. Visitors can take pictures, or interact with each spaces’ contents.

Refinery29 encourages each guest to create something artistic. In 2017, one of the rooms provided guests with boxing gloves…plus punching bags that elicited different sounds when struck. Consequently, they used this system to record their own original songs.

A unique event, “29Rooms” brought the publisher a healthy dose of attention—its success led to similar events being confirmed for New York and Los Angeles this year. Further expansion seems likely.

Benefit Cosmetics Offers Beauty Pop-up Shops at Festivals

Raising eyebrows…

Benefit Cosmetics devised a novel way to boost brand experience. How? By opening the world’s first “Beauty and Brows Popup Shop.” Close to the U.K.’s Glastonbury festival, its drive-thru format allowed participants to meet beauticians and shop assistants. Representatives also provided them with goodie bags filled with “brow-inspired gift options.”

As festival-goers poured onto the site (getting stuck in traffic jams along the way), the pop-up provided a welcome reprieve from the crowded streets.

Experiential Marketing Delivers Endearing Experiences

Experiential marketing can provide fun, interesting, and endearing experiences for customers—all while building loyalty to your brand. The three examples in this article show how innovative thinking can do wonders for retailers.


How to Make the Most of Your Fastest Selling Products

- Ryan Bozeman

How to Make the Most of Your Fastest Selling Products

How do you make the most out of your best-selling products? For small and mid-sized eCommerce companies, seeing a handful of products make up the bulk of their revenue isn’t unusual. Of course, this isn’t an ideal situation. But for many eCommerce shops, it’s a reality.

You should always seek to maximize revenue from your best-selling products. Identifying why an item sells so well—and capitalizing on your findings—is critical if you want to grow your customer base. Want to learn how to take your best-selling products and increase their already-impressive sales? Consider implementing some of these strategies:

Identify the Reasons Behind the Bump in Sales

Sometimes it’s tempting to sit back and enjoy your success. However, it’s important to understand why certain products in your eCommerce store perform better than others. Products sell well for a reason, even if it boils down to effective promotion.

Why is your best-selling product attracting so much attention? Are you running ads for the product with a hefty budget? Is there a trend in your market that causes demand? Was the product mentioned a popular television show? Did a popular outlet link to your website? Any number of reasons might explain why a certain product “blows up” in a short period of time. Without identifying the “why” behind increased sales, you’ll struggle to take things further.

Capitalize on Market Trends by Engaging with Communities

If a product within your store experiences a sales spike due to increased demand trends within a market, it pays to engage with the community about that product. Reach out on social media: share information with those that have questions, and offer useful content about the product to communities. This way you can build trust and brand awareness on the back of the trend.

Encourage Reviews from Customers Who Buy the Products

 

Certain aspects of a product page can influence a product’s sales more than just reviews. Customers want to feel reassured that the product lives up to the sales hype. If your product has sold well with very few reviews on the page, you could see a significant bump in sales by attracting more.

If a product already has several buyers, it shouldn’t be too difficult to attract reviews. Reach out to buyers and encourage them to leave one too. Start by striking up a conversation about their purchase—and make sure that they were satisfied. Build some rapport, then ask for the review. Even a handful can go a long way with potential buyers.

Give Best-Sellers Homepage Screen Real Estate

A popular product signifies market demand. Unless your entire user-base buys the product after going straight to the product page (e.g. through a link from a large publication or exclusively through ads), it makes sense to promote it on your website’s front page.

You’ll be able to attract more visitors to the product page itself—and advertise the fact that you sell it. Stocking a best-seller doesn’t mean that every customer knows that you carry it. Do your best to raise awareness.

Highlight Your Sales in Email Campaigns

Social proof matters. Given the opportunity, you should always highlight how successful a product has been in your store. Customers who hear that something has sold well inherently have more faith in it. They’re also more likely to trust your sales messaging.

Ride the Wave

Successful products – especially unexpectedly successful ones – go a long way to helping eCommerce companies grow. But always, always leverage periods of increased interest – strike while the iron is hot! Try out some of the tips in this article. With any luck, you’ll take a high-performing product to the next level.


5 Tips for Improving Personalization in Your eCommerce Marketing

- Ryan Bozeman

5 Tips for Improving Personalization in Your eCommerce Marketing

Customers want to buy products from companies that understand them. According to Accenture, 75 percent of consumers are more likely to buy from a company that knows their name and recommends options based on previous purchases.

In fact, according to a study by Infosys, failing to provide personalized website content frustrates a huge 74 percent of customers. Customers have positive reactions to businesses that actively try to get to know them…and deliver valuable content that aligns with their interests.

All eCommerce companies should work to improve their personalization efforts on an ongoing basis. By improving the systems that you use to collect, filter, and utilize data, you’ll develop deeper connections with your customers that result in higher lifetime values. As you do, take these eCommerce personalization tips into consideration:

You Can Only Use What You Collect

Effective personalization relies on data. You need to learn about your customers to deliver content that they find interesting and relevant. Your ability to do so plays a huge role in your ability to build a relationship with prospects and customers over time. But you can’t use what you don’t know.

Great personalization begins with your ability to actively collect the data. This should include information that you actively ask them for, as well as data tied to their activity on your site.

Purchase, search and browsing history are all potential goldmines for personalized marketing materials. However, collecting the data in and of itself isn’t enough, you must also filter, track, and actively use the data in your marketing campaigns to see a positive return.

Recommendations Based on Purchase, Search & Browsing History

Far too few companies actively collect data about their customers’ search and browsing history when engaging on their website.

Most eCommerce companies use their customers’ purchase histories to influence personalized marketing campaigns. However, far too few companies actively collect data about their customers’ search and browsing history when engaging on their website. Even fewer actively use that data to connect with their customers.

You’d be hard-pressed to find data more valuable than the product searches of your current customers. These are the products and categories that they are actively interested in and may be in the process of researching. Despite the interest, your customers may not be ready to buy right away. By integrating items that they have viewed and searched for into your customers’ marketing materials, you keep the products top-of-mind.

Public Tools Can Help Close the Gap

It might seem enticing to develop your own internal personalization tools. Be cautious, however: this can be costly and time-consuming. Plenty of existing eCommerce personalization tools can fill in until you have something more robust developed in-house. Optimonk, Personyze, and BounceX represent some of the more popular options.

You may want to research a tool that exists specifically for your eCommerce platform. These may not integrate directly with your current data collection processes, so be sure to research the available options to find the best fit for your current technology stack.

Static Homepages… a Relic of the Past

Personalization at every turn reflects the new normal for eCommerce companies. You’ll find that static homepages are also going the way of the dodo bird.

Your homepage represents prime real estate, and often the most-visited page by your customers. Injecting personalized recommendations onto your homepage offers a powerful route to getting your visitors to engage with more products.

As usual, Amazon provides an excellent example. Today, it fills their homepage with smart recommendations for their customers, based on browsing and purchase history. For instance, a fan of sci-fi books might see something like this:

Amazon offers recommendations from a range of categories…

They don’t limit it to a single section, either. When you visit the Amazon homepage while logged into your account, you’ll see recommendations for a range of categories including new releases, previously viewed products, and recommended products based on previous purchases.

A Consistent Stream of Great Content

Effective personalization in eCommerce is about more than just directing your customers to the right products. It’s about getting to know them on a deeper level. The more data that you can collect and use in your marketing materials to deliver a relevant, consistent stream of content that they find interesting, the better your ongoing relationship will be.

Well-executed emails can help to make your interactions more personal. Provide your subscribers with dynamic email content that considers previous purchases, viewed and items…and calls-to-action.

Great personalization starts with collecting the right data. But when and how you use that data is just as important. Let customer actions drive the personalization in your marketing, and you’ll turn one-time customers into brand advocates.


Email Marketing: Best Practices For Retail Stores

- Ryan Bozeman

Email Marketing: Best Practices For Retail Stores

Nothing offers a more reliable way to connect with your customers on a regular basis than email.

As a retailer, having a consistent connection to your customers is important for growing your customer base and building true brand advocates.

Email represents the preferred method of communication for customers, too.

According to a survey by MarketingSherpa, 77 percent of people prefer to receive promotional content via email. This contrasts with just 17 percent who prefer to receive material through social media.

 

With smart, personalized email campaigns you can speak to your customer’s most burning desires…and position your brand as a trusted partner. Strategic email campaigns improve customer retention, foster trust, and increase the lifetime value of every new customer that comes through your door. But there are a few best practices that you should keep in mind as you focus on building out your email campaigns:

Email Delivers…When You Commit

Most retailers have embraced email wholeheartedly, but smaller outfits often lag behind.

Companies embrace the medium not out of a feeling that they need to keep up with the times, but because of the ROI it provides. According to a study from DMA, every $1 spent on email marketing generates an average of $44 in ROI.

Despite the large, reliable returns there’s lots of room to grow. A survey of small and medium businesses found that only 26 percent used email marketing for sales. Just 7 percent used it as a brand-building tool.

Small retailers have an opportunity to build close relationships with their customers in a way that larger retailers can’t. But that doesn’t mean that smaller outfits can lazily send out broadcast emails and hope that the revenue starts pouring in. They still have to live up to customer expectations…which have moved dramatically when it comes to email marketing.

As technology brings better targeting and personalization, customers want companies to cater to them in their promotional content. With smart strategies, email marketing can be a reliable source of consistent sales for smaller retail companies.

Email is the First Step in an Omnichannel Experience

Retailers put a lot of effort into improving their omnichannel customer experience strategies. Bridging that gap can be difficult: especially when you don’t already have systems in place to assist with taking that step. For companies that want to begin building out their own omnichannel operations, email is the logical place to start.

Email provides a direct line to your customers. It helps you to keep your business top-of-mind, inform customers about upcoming discounts and sales, and continue to building relationships with them long after they enter your store.

Building your email subscribers offers a great place to start, but many companies struggle with this. Asking your in-store visitors to sign up for your email list is a big ask but an important one. A recent study showed that as many as 30 percent of retail email subscribers end up making a purchase from the retailer post-subscription. Most retail professionals agree that email marketing is the biggest driver of their customer retention strategies.

When a customer walks into your retail location, the hard part is done. You’ve already brought them into your store. However, the long-term focus should be on solidifying a way to contact that person moving forward to retain them as a long-term customer.

It pays to include email as part of your post-sale strategy, too. Granted, different industries have different sales cycles. However, well-planned nurturing emails present an easy way to send relevant, interesting content at opportune times.

Personalization Bolsters Relationships

Everyone knows that personalization increases ROI in email marketing. Delivering material that speaks to their interests, pains, and desires is always going to perform better than content that doesn’t. However, many companies take a strictly revenue-focused approach when evaluating their email marketing strategies, while ignoring the long-term benefits that aren’t readily apparent.

Providing your subscribers with dynamic email content that considers previous purchases, viewed items, and provided information helps to make the interaction seem more personal.

Of course, the customer may know that there are automated systems driving the interaction. However, personalization shows that your company has taken the time to learn more about them and what they like.

Over time, personalization can turn a one-time customer into a brand advocate. But building those relationships takes time and effort. When you continually impress customers with timely, personalized content, their connection to your brand will grow over time.

Dig Into Data for Smart Segmentation

In retail, the best email marketing operations segment their lists using a wealth of data. Sure, you can stick to the standard segments — location, age, gender, etc. — but everyone is doing that. It certainly isn’t going to help you stand out.

By finding ways to collect more meaningful data and input those into your email campaigns, you’ll connect with your subscribers on a deeper level. What product pages have they visited on your website? What queries have they entered into your search bar? How often do they check in on the shipping status of their order? By finding creative ways to speak to the things that matter most in the eyes of your customers, you’ll sharpen your relationship-building tools.

 


Identifying Products to Sell…and Finding the Right Product-Market Fit

- Ryan Bozeman

Identifying Products to Sell…and Finding the Right Product-Market Fit

Perhaps you are a new retailer looking to nail down your product lines. Maybe you’re a veteran retailer looking to shake things up. Either way, the process of choosing which products to sell is arguably the most important one in your business. The items you put on your shelves (and offer on your website) play a huge role in defining your brand.

Alas, many companies don’t use a rigorous enough process when choosing their products. Worse still, many throw darts in the dark…and hope for something to stick. Retailers must do their due diligence and ensure that they sell products that connect with their ideal customers.

Dig in and do some research. This can be the difference between growing a company…and seeing shelves filled with unsold products. Choosing wisely depends on finding items with “product-market fit.”

What is Product-Market Fit?

This is simply 1. How well your products fit the demand within your market and 2. Whether or not they sell.

Of course, this is a basic tenant of running any kind of retail business. The goal is always to sell products that customers want. But, by defining the goal and creating processes around it, you give yourself a repeatable strategy for success that can be tweaked as needed to improve results.

Your own data offers the best path to finding product-market fit. Which items have traditionally sold well for your business? Are there tangentially-related products that fall into the same categories? What products haven’t sold well?

Determining which products are the right fit should take a wide array of different things into account. Does a product complement your current line of products, and does it make sense to add to your store thematically? Do your competitors offer the same or a similar product? How does it perform for them?

Identifying trends and rising products within your industry offers a great way to grow your customer base (and generate revenue on a short-term basis). However, you should aim to identify solid short and long-term fits for your shop.

How to Identify Product-Market Fit

For eCommerce operations, different strategies exist to determine product-market fit. A good strategy for identifying new products must be well-rounded. It should incorporate your own data, customer feedback, and competitive intelligence. As you look to identify new products, consider these strategies:

  • Identify and solve customer pain points. What issues are truly plaguing your customers? This is often referred to as the heaven/hell dynamic. What hell are your customers suffering from? What heaven can you deliver in a product that solves those problems? Pay attention to the searches that your customers are doing on your site to identify products that they expect you to carry.

  • Conduct Keyword Research. Keyword research will help you gauge customer interest in everyday products. Product keywords with high search volumes in search represent demand and interest within your market.

  • Ask Your Customers. It seems like common sense, but many companies overlook the value that the opinions of their current customers can present. Ask them what they would like to see you carry.
  • Look for Gaps, Capitalize on Trends. What product categories are your competition failing to cover? What recent trends have given way to opportunities within your industry? Not every product needs to have staying power. A six-month trend can be a huge driver of new business if you position yourself right.

Finding new products that are a good fit for your customer base isn’t a one-time task. It’s an ongoing battle. You can’t plan for new industry trends, and you should always try to stay on top of even small changes in demand.

Trust Your Data

Trust it your own internal data. It should reveal what your customers want, what they are willing to buy, and what products just aren’t resonating with them.

As you identify new products that you believe are a good product-market fit, check the temperature of your customers with soft-launches. Maybe consider advertising the product on your homepage and sending out some marketing emails, and see how well it does.

It’s much easier to convince current customers to buy a new product than it is to bring a new audience to your business. While there are circumstances that make either strategy the right choice, your focus should typically be on growing the customer lifetime value (CLV) of current customers. As we’ve mentioned previously, this is much less expensive than acquiring new ones!


5 Tips for Creating a Cohesive Omnichannel Customer Experience

- Ryan Bozeman

5 Tips for Creating a Cohesive Omnichannel Customer Experience

For retail companies, there is nothing more important than customer experience. According to a study by Gartner, 89 percent of companies will compete primarily on the basis of customer experience. A large part of that experience comes from a company’s ability to provide a clean, consistent experience to their customers: through multiple channels.

Increasingly personalized retail experiences have shifted customer expectations. More is expected of retailers today than was expected even ten years ago. This shift in thinking represents a larger shift in thinking, from “customer service” to “customer experience.”

This experience includes omnichannel consistency. Customers expect that their interactions with a company, both online and offline, will be recorded…and provide a certain level of consistency. However, many businesses still struggle to provide a consistent, streamlined experience to their customers.

We’ve mentioned the “O” word previously on our blog. Omnichannel customer engagement strategies work. In fact, according to one study, companies with established blueprints retain 89 percent of their customers.

To improve your omnichannel efforts, consider implementing these tips within your company:

A Reliable Operational Foundation

Your ability to offer a consistent omnichannel experience will only reach the heights that your operational foundation will support. Without the right people, processes, and tools, you’ll never be able to provide a truly seamless experience.

A reliable operational foundation starts with clear leadership that sets the tone for the rest of the company. Larger companies hire entire teams to manage their omnichannel efforts, but that option isn’t always possible in smaller companies.

Investing in new platforms that are specifically designed to streamline omnichannel processes is necessary for long-term channel integration.

Connected Omnichannel CRM

A great example of a platform that will be required to start offering a truly omnichannel experience to your customers. Your CRM should include all identifiable communications that you have had with a customer, be it through social media, email, or an in-store conversation.

As large retailers begin to improve their own omnichannel offerings, more customers will begin to expect that their interactions will be recorded and accessible.

Improved Employee Training

Today nearly everyone conducts research online before purchasing a product. Even in-store, customers are pulling out their phones and checking reviews before buying.

This means that customers are more informed than ever before. They are more likely to know the ins and outs of the products that they are considering, along with a few competitors. It is important that your employees are knowledgeable and able to have in-depth conversations about the products that you offer. There are few things more off-putting to a customer than feeling like they are more knowledgeable than staff after just a few minutes of cursory research.

In these situations, it is jarring for a customer to go from the company website, where all information is perfectly laid out and accessible, to speaking with an employee that knows very little about the product.

The need to provide a better customer experience underpins the focus on omnichannel strategies. If your customers aren’t having a good experience in working with your floor staff, it could mitigate the goodwill you’ve earned through providing a more consistent experience.

Customers Appreciate Transparency

Your customer experience feedback will depend on your ability to set expectations and communicate with your customers. To provide a multi-channel experience, you’ll need to be transparent to set those expectations.

What are your customer service hours? How would you prefer customers to contact your business? If a customer wants a multi-channel experience, on which platforms are you set up to deliver that from?

Be honest and straight-forward and you’ll find that your customers will gravitate toward the platforms and communication channels that suit their own requirements.

Effective Omnichannel Requires Solid Foundation

Putting too much focus into omnichannel strategies doesn’t make much sense if you don’t have the processes that lead to a solid customer experience foundation in place.

Looking for further reading on the omnichannel challenge (and how to tackle it)? Read more here.


How to Use Google Showcase Shopping Ad Campaigns (and why they matter)

- Luke Metcalfe

How to Use Google Showcase Shopping Ad Campaigns (and why they matter)

“40 percent of shopping searches are on broad terms…so they turn to search to discover and explore…”

– Google study (2015)

If you sell things online, the chances are you’ve heard of Google’s product ads. You’re probably familiar with their display ads too. But what about Showcase Shopping Ads? Since rolling out in July 2016, this format acts as an intermediate between its two older cousins.

Unlike product ads (relevant for shoppers targeting specific items) or display ads (which complement a shopper’s email or video experience), Showcase Ads allow you to show a variety of products at once.

According to Google’s own research, 40 percent of shoppers don’t know exactly what they’re looking for. As a result, you can use this format to entice inquisitive shoppers earlier in the buying process.

 

Upper Funnel (i.e. Showcase Ads): More general queries; User isn’t searching for specific products; Branding is more important; Expected clickthrough rate is lower

Lower Funnel (i.e. Product Ads): More specific queries; User is searching for a particular product; Branding is less important; Expected clickthrough rate is higher

 

The search giant pitches Showcase Ads as a “broad match type” for Shopping: they appear when a user searches for generic terms (“winter coats”, for example). Searches elicit relevant products, along with appropriate images that you’ve selected for each ad.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

How much do Showcase Shopping Ads cost?

The ads use a maximum CPE (cost-per-engagement) model. This means that you’ll get charged when:

  • Someone expands the ad and spends 10 seconds exploring it.
  • Someone clicks on the product or link in the expanded ad within a 10-second timeframe.

Creating Showcase Shopping Ads

Be warned – Showcase Shopping Ads are only available in the new AdWords AI (and only in markets that offer Google Shopping). To create a successful campaign, you’ll need to switch to this format if you haven’t already. While you create the ads in Shopping, they can appear in both Search and Search Partner websites.

1. Using standard settings, create a new shopping campaign for your Showcase Ads:

2. Create a new ad group

Select “Showcase Shopping” as the Ad Type (instead of Product Ads). Then enter an ad group name, adjusting your ad group level CPE.

3. Targeting your products

Here’s where it gets interesting. You can choose to target all products from your campaign (a selection of jumpers, for instance) – or a selection of different product types. We recommend opting for the latter. Create product partitions based on:

  • Google Product Category
  • Product Type
  • Item IDs
  • Brands
  • Labels

 

4. Adding images

Next, you’ll need to adjust the images. Header images (JPEG/PNG) have specific requirements:

  • Dimensions: 1080 x 566 px
  • Space the important aspects 82 px from the top and bottom edge
  • Max file size: 10MB
  • Use a high quality, professional image with at least one product

For the collapsed ad either use a cropped version of the header, or a product image (which will be taken from your feed).

5. Adding copy

Finally, add the text you need (as indicated below). Both headline and description text are optional – but it’s worth being specific.

  • Headline: 24 characters
  • Description: 70 – 120 characters
  • Final URL: Needs to be relevant to the products shown
  • Display URL: 25 characters

 

Et voilà! Your ad is complete!

Early research suggests that Showcase Ads receive more impressions on tablets and mobile devices. However, it’s more than likely they’ll lead to increased brand awareness. To learn more about these and other PPC tips, follow our blog or contact us at info@crealytics.com.

 

 


Feed Title Changes: A Complete How-To Guide

- Andreas Reiffen

Feed Title Changes: A Complete How-To Guide

Our goal: Maximize traffic by integrating high-potential search queries into your product feed titles.

 

Why change product titles?

In early tests, we saw that adding the correct term to your product title can lead to massive uplifts in traffic:

Which kind of queries actually work?

To find out more about the impact of title changes, we conducted a series of further tests consisting of 3 strategies:

1. Unrelated Terms: Terms with volume on Google, but no relation to the product – which therefore don’t show up in product titles

2. Existing Queries: High-traffic Shopping queries that aren’t included in titles

3. Under-represented Queries:

(a) “Low share of voice” Shopping queries that aren’t included in titles and could get more impressions according to market size

(b) Text Ads Queries: Terms that work well in Text Ads but don’t receive Shopping traffic

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10 Google Shopping best practices to start doing in 2017

- Nadine Steiger
10 Google Shopping best practices

10 Google Shopping best practices to start doing in 2017

A New Year means a new chance… to get the best performance out of your Google Shopping ads.

2016 was the year Google Shopping overtook traditional Text Ads in terms of ad spend. In 2017 you can expect Google to invest heavily in Google Shopping. That means bigger, more prominent Shopping Ads and the sunsetting of Standard Text Ads.

So, if you haven’t optimized your Shopping Campaigns yet, now is the time to start! Make 2017 the year you increase efficiency and start reaping the benefits of Google Shopping.

To help you, we collected the top 10 areas that have the biggest potential to boost your Google Shopping performance.

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Speak your customer’s language with killer Product Titles

- Andreas Reiffen
Speak your customer's language with Feed Title Optimization

Speak your customer’s language with killer Product Titles

What’s in a name?

Well, unfortunately, when it comes to paid advertising a rose by any other name does not smell as sweet. Sorry, Shakespeare.

In the world of Google Shopping, the name you give your products in your product feed is quite possibly the most important thing you can do to ensure a good ROI. Not only do your Product Titles help Google decide whether or not your product is relevant to the search query, but they will also entice more shoppers to click on your product.

Providing all the required data in the right format according to Google’s product data specification is mandatory, of course. But, to really make the most of Google Shopping, you need to start speaking your customer’s language.

What do we mean by that? Well, we did some testing to see just how much Product Titles effected performance and what sort of language works best.

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