Choosing the right keywords is the first condition of reaching your website to the target group with Google AdWords Search Network Ads. Keyword match types are really important for Google AdWords because it helps you to see search triggers and provides to optimize your ads.
Google AdWords has 4 different match type options:
· Broad Match
- Broad Match Modifier
· Phrase Match
· Exact Match
· Negative Match
Which match types should be used for which target group?
The target group who you want to reach with a service or product with Google AdWords ads is really important. If your market has a wide audience, using broad match will be more efficient. Thus, your ad will be shown when people search the close variations of your keywords. On the other hand, for a limited target group, more specific match types should be used because the search terms will be more relevant with your existing keywords.
What are the features of matching types?
Let’s examine the features of match types with an example and see how can they trigger your ad.
<<women’s tennis shoes>> can be our assumed keyword.
Broad Match is the ideal match type when you want the get maximum traffic to your website. Your ads are shown on all the searches that include close variations, synonyms, plural and misspellings of your keywords. The order of the words can be changed and other words can be placed between your keywords. There is no special symbol for broad match, so it is the default matching option.
For example; women’s tennis shoes
Matching searches; woman’s tennis shoe, women’s sport shoes, running shoes.
Broad Match Modifier:
Broad Match Modifier is the option that provides more control over your broad match keywords. You can use the broad modifier by adding a plus sign (+) before the any term that you target. Your ads are shown plural and misspelling searches of your keywords but not for synonyms.
For example; +women’s +tennis +shoes
Matching Searches; women’s tennis shoe, buy women’s tennis shoes
Your ads aren’t shown when the users don’t write one of the words that you modified (out of plural, singular, misspellings versions).
For example; running shoes
Phrase match type is used when you put the keywords with quotation marks (“ ”). Your ads are shown to the user when they search for close variations of your keywords and with words that are written before or after your keywords. However, your ads aren’t shown when the order of your keywords is changed or other words are written between your keywords.
For example; “women’s tennis shoes”
Matching Searches; buy women’s tennis shoes, colorful women’s tennis shoes
Mismatching Searches; women’s white tennis shoes
Exact match type is used when you put the keywords in brackets. Your ads are shown when your exact keyword and close variations of it are searched. Otherwise, your ads aren’t shown when other words are written between, before or after your keywords.
For example; [women’s tennis shoes]
Matching Searches; woman’s tennis shoes
Mismatching Searches; discount women’s tennis shoes
Negative match type prevents your ads from showing when any terms are searched that you don’t want. This option allows you save your website from the irrelevant traffic and unwanted clicks. Thus, it contributes to increase click-through rate (CTR) and reduce cost per click (CPC). You can optimize your ads with negative keywords that can be added on campaign or ad group level. Negative match type is used by adding a minus sign (-) before the target keywords.
Negative match type can be used with exact and broad matching options. If you don’t want to show your ad to people who search with a specific keyword, you can use an exact match negative keyword.
For example; -[women’s tennis shoes]
Matching Searches; buy women’s tennis shoes
Mismatching Searches; women’s tennis shoes, Women’s tennis shoes
When you use a broad match negative keyword, your ad isn’t shown the searches that include your negative keyword. However, your ad can be shown the searches that include synonyms, plural and singular versions of your negative keyword.
For example; -free
Mismatching Searches; free women’s tennis shoes
Facebook is constantly being improved according to the feedback received from its users through process of thorough research. As mentioned in the news released by Facebook, lately the posts and page promotions consist of a lot of promotional contents and ads.
The reason why users go through their News Feeds is that they want to see what their friends have to say and what has been updated on the pages they follow. This, of course, corresponds to looking at what has been posted by friends and pages mentioned above. Facebook is going to make changes in the contents of the News Feed so that the users see less of ads and more of what they are really interested in.
Following relevant research, Facebook has figured that users wish to see less ads and explained: The ads users see do not appear on their News Feed randomly, but through a filter shaped according to the feedback coming from users.
Such an application; however, had not been implemented for promotion posts and the updated version will provide a similar content controlled version of the posts in question. Now the users are going to see the posts from the pages related to their interests instead of the irrelevant ones that used to appear on their News Feeds with no filter.
Surveys have revealed that the type of posts listed below are considered as “promotional”:
1. The ones that tend to make people purchase a product or install an app for their smart phones/tablets.
2. Ones that makes the users get unintentionally involved in promotions/ gambling pages.
3. Posts that have the same contents with ads.
Starting from June 2015, Facebook is going to reduce the number of promotional page posts. News Feed is accepted to be a competitive zone for advertising and promoting and this is what motivates the pages to prepare promotion posts that are relevant in their contents and that meet the expectations of the users.
In the first part of our checkout optimization guide, we discussed the features that affect the process as a whole. In the second and final part, we will discuss some particular elements of the checkout process one by one.
1. Log-in/Registration/Guest checkout
Have you ever added an item to your cart, proceeded to checkout, realized you will have to register, and gave up on the purchase? Then you belong to the quarter of online shoppers who abandon their cart when they’re required to register. The smart thing to do in this step would be skipping the registration requirement, because you will already capture the user’s email address for order confirmation; you can then email the user with a link for account creation after the purchase.
As a best practice, all three options – log-in, registration, guest checkout - should be put on the first checkout step page. Better yet, rather than listing them one by one, you can merge these three options by only asking for the email address and if the user has a password or not. You can see Amazon’s checkout login with this method below.
Be sure to capture the email address of the user in the first step of checkout. This way, even if the cart is abandoned, you can send the user a reminder email and increase your chances of conversion.
2. Address and name
How many fields should you provide for entering the address? One field for postal code, one field for city, one field for county and three separate lines for the address? If you have too few fields, the customer might stress about squeezing their address into the lines. If you have too many fields, the customer might think you’re asking for more information than you need. The best solution seems to have a single multi-line field, where the user can enter their address in a format they’ll decide. You might want to capture particular elements of the address for segmentation uses, such as the postal code, and you can do this easily by using a regular expression.
3. Delivery and gift options
The main requirement for delivery and gift options is that they need to be very clear, and the customer should be able to see their options with prices. Shipping or pick-up-in-store options should be the first thing to ask, then the user can select different shipping options such as speed and time-slot.
Gift wrapping is a convenient option for the user and gives the seller a chance to upsell. Showing a detailed image of the gift box or a wrapped product will help with convincing the customer of its quality and attractiveness.
4. Payment Information
Payment page shouldn’t mean where the user sees their total price for the first time – payment details and options should already be available on every page of checkout! This page is where the user enters their payment information. The most important optimization in this page is detecting the credit card type automatically, so that you can show the extra fields or installment options specific for that card type.
Voucher or coupon code field should also appear on this page (in addition to the cart page), so that the user has a second chance to enter their codes.
5. Order summary
Order summary must be very clear for the user before completing the purchase. There should be no doubt about the products, shipping information or form of payment. If your checkout has an order summary on every page of the process, you can directly have the user complete the order on the payment information page. If you don’t, then an order summary page should be shown after the payment information page. At this stage, the distractions such as editing buttons and links should be minimum; the only thing you want is for the user to complete the purchase!
6. Order confirmation
On this page, the user should first see a “Thank You for Your Order”. Then a summary of the order should be given: Order number and date, items purchased, email and delivery address, and total payment. Order confirmation page should be assisted by an order confirmation email. In this email, the user should be informed about the cancellation policy and how to cancel the order, legal name and address of the seller, and after-sale services or guarantees.
A clear message that the purchase has been successful should be given at the top of both the page and the email.
The checkout process is the first place to look at when optimizing your ecommerce website. With the above best practice tips about checkout optimization, your conversion rates will go up in no time.
We know that optimizing your checkout can be hard, so you can contact us with questions and inquiries by filling out our contact form.
Suppose that you have a website with high quality content and you tried everything in terms of SEO however for some reason you cannot reach the target traffic. It is time to investigate how to boost the page load speed!
Do you know that website users are not as patient as you think? In order to answer this question and understand how important page load speed is, let’s take a look at the statistics published by kissmetrics.com.
· 47% of consumers expect a web page to load in 2 seconds or less.
· 40% abandon a website that takes more than 3 seconds to load.
· 79% of shoppers who are dissatisfied with website performance are less likely to buy from the same site again.
· 52% of online shoppers state that quick page loading is important to their site loyalty.
· 44% of online shoppers will tell their friends about a bad experience online.
Page load speed and SEO
In addition to user experience, page load speed also affects organic search ranking which was declared by Google in 2010. If a web user is fed up with waiting a page to be loaded and go back to search engine result page, Google records this action and this makes your site to be listed lower in Google search results.
Secondly, page load speed affects search engine crawl time directly. As page load speed increases, crawl time increases as well. However, if page load time decreases, crawl rate turns out to be disappointing. The example received from Google Web Master Tools below, explains the correlation between pages crawled per day and time spent downloading a page.
3 Tips to speed up your website
There are many ways to speed up your website; here is a list of the most important ones…
1. Database optimization: Almost every website has a database. Since the blogs, e-commerce websites and news portals have big databases; their page loading time is affected negatively. Adding index will help to get the information quickly and this will make the pages to be loaded fast.
2. Cache: Using cache in your website will absolutely increase your page speed. When a user sends a request to a server, this request will be cached in a temporary storage so after a certain period of time users can reach the content from temporary storage instead of the server itself.
3. CSS Sprites: With the help of CSS Sprites technique, images will be moved to same CSS file and this leads to a single image and only a single server call. Your page speed will be boosted and your website will be ranked high in search engine results.
You can check your website speed using Google PageSpeed Insights tool. For furher information, you can contact us by filling out our contact form.
Many advertisers on Facebook achieve great results using Custom Audiences — from their websites or mobile apps — to remarket across devices. To help businesses continue to drive conversions, Facebook announced two new enhancements that make remarketing even more powerful: the introduction of multi-product ads, and updates to Custom Audiences from your website.
Multi-product ads enable businesses to showcase three products within a single ad unit, on desktop or mobile. Each product highlighted will have its own image, description and click target.
Say you’re an online retailer that’s looking to reach people that browsed your site without making a purchase. Combining the multi-product ad unit with Custom Audiences from your website, you can produce a carousel of different items — like handbags, sundresses and sandals — to show in News Feed to specific audiences.
Enhanced Custom Audiences from your website
In the coming weeks we’ll roll out several enhancements to Custom Audiences from your website, allowing businesses to reach people faster and build more nuanced audiences.
These improvements include:
A new feature in Ads Manager and Power Editor that allows businesses to easily build certain kinds of audiences — i.e., people who haven’t visited your website in a while, or people that have visited certain pages of your site.
And new audience limits that enable advertisers to build highly targeted segments for different products in their catalog, along with a new feature that allows advertisers to automatically build audiences based on past activity history on their website.
Online shopping has become a part of our daily lives, and it seems that everybody is buying things online nowadays. But what about those times people decided not to buy that t-shirt in their carts? When you look at the research for checkout abandonment, one-third of the ecommerce websites in the US report having a 50% or higher abandonment rate.
One of the main reasons for abandoning the cart is the checkout process itself, because it may not be designed to serve your customers with ease and simplicity. Users expect better performances from ecommerce websites, and optimizing the checkout process could drastically help improve your cart abandonment.
In the first part of our checkout optimization guide, we will discuss the features that affect the process as a whole. In the second part, we will discuss the elements one by one. Let’s get started with the first step.
1. Isolate the checkout
You might think this is a no-brainer, but you can find many checkout pages that are still a part of the main website, complete with the header tabs and footer links. The main idea here is to eliminate all the distractions for the customer, who’s very close to completing the process. For an escape route, you might link your logo to the homepage or put a “Back” button, but the only thing the customer should focus on from now on is checking out.
2. Show the steps
You removed all the elements of the website from the checkout, and the user might be feeling a little lost right now. The steps of the checkout should be clearly shown at the top, so your customer can see at which step they are and what remains to be done. Some common steps are cart, address, payment, and order summary.
3. Navigation ability
At step 1, you have already significantly reduced the customer’s choices to navigate away from the checkout. The only navigation possibilities for the user should now be going forward with the process or tracing their steps back (for example, to review the items or the address they entered). The main thing you should consider about navigating is the user shouldn’t need to navigate back and forth. This can be done by showing a summary of the checkout information at every step. And one other thing is remembering the information entered:The user shouldn’t need to enter their information again.
4. Save cart contents
Even if the user abandons the cart at some point, as many as 33% of the users come back and complete the checkout at some point. So it’s important to save the items in the cart in case the user comes back later. You can also remind the user in a few days that they have some unfinished business to do.
5. Form design
Checkout is mostly about filling in address and credit card information forms, so it is very important to have a good design. The most important thing about the design is it should be short and shouldn’t ask more than it needs to know. Remember, the checkout should be easy and quick, and the forms are what’s making it take so long. With this in mind, some other points are: marking the compulsory fields with a red asterisk, including short guidance notes for fields that might be difficult to understand, and including pop-up controls for options such as dates.
6. Error trapping
Another thing that might be annoying for the user is errors preventing them from completing the checkout, so the validation rules should be as flexible as possible. If the user enters their phone number with spaces in between but you need them without spaces, exclude the spaces automatically while processing the data. Reducing error message types will contribute to your checkout success rate.
7. Call to action buttons
The call to action buttons should be prominent and differ from the other elements on the page, directing the user easily to completing the checkout page. They should be in a different color than the other elements, green is used frequently but you can use a color that’s in your company color palette.
We know that optimizing your checkout can be hard, so you can contact us with questions and inquiries by filling out our contact form.
When Facebook ask people about their ads, one of the top things they heard was that users want to see ads that are more relevant to their interests. Starting soon in the US, Facebook will include information from some of the websites and apps you use to it’s app recommendation algorithm. This is a type of interest-based advertising, a social retargeting.
Let’s say that you’re thinking about buying a new cell phone and you start researching cell phones on the web and in mobile apps. You may see ads for deals on a cell phone to get the best price or other brands to consider. And because your online behavior tells Facebook that you’re interested in electronics, you may see ads for other electronics in the future, like speakers or accessories.
More controllable ads
Facebook’s research also includes that users want more control over the ads they see. That’s why they’re introducing ad preferences, a new tool accessible from every ad on Facebook that explains why you’re seeing a specific ad and lets you add and remove interests that you use to see the ads.
If you live in the US, you’ll be able to use ad preferences in the next few weeks, and it’ll be available globally in the coming months. To get further information or help about Facebook Ads Management or Facebook marketing , you can contact us at by filling out our contact form.
It’s been 3 years since the first Panda update was declared and every update came to the fore in the web world. Last Panda update, Google Panda 4.0, was announced to public by Matt Cutts, the head of Google’s Webspam team, via Twitter on May 20.
Google makes hundreds of changes in its algorithm every year and important updates get some internal names such as Vince, Caffeine, Penguin, Hummingbird and Panda which are followed by web authorities closely. These important algorithms help web users to find the best matches in their Google searches in different areas. Google, which is the third largest company in the world, is successful because it provides its users with the most accurate results and that is why it’s not surprising that these updates are so important to it.
Google Panda 4.0
Panda is an algorithm that punishes websites which have duplicated and spammy content and, rewards websites with high quality content. Of course Google does not share the update details with public. However, the results can be observed very quickly thus it becomes easy to predict the outcomes. The recent Panda update was rolled out in May, 20 and we started to get the data. Just like the other updates, Panda 4.0 has punished the poor content websites and rewarded the high quality ones.
Panda 4.0 Winners and Losers!
Glassdoor.com is the top on the winners list. With the update Glassdoor.com, which is visited by job seekers especially in U.S. and has info about companies’ working conditions, is seemed to be doubled its visibility on Google first page. Ehren Reilly who is responsible for the SEO (search engine optimization) of the company, declared that they owe their success to provide their users with accurate and reliable information.
When we look at the losers list, we can see ask.com as the first and ebay.com as the second runner up. Especially ebay.com regressed in organic search results right after Panda 4.0 update. It is believed that the reason of recession is having irrelevant search results, poor content and aggressive keyword usage in the footer.
You can find the Top 10 Winners and Losers charts below, which were created according to the data released by Searchmetrics.
Key to Success
Being on top of the Google search results will increase your website traffic and consequently with minimum cost you will have high sales volume. In other words, being on top will be the key to success. You should be handling search engine optimization and content management well in order to achieve your goals. Ok, but how?
· Providing high quality not high quantity,
· Prefer unique contents instead of duplicated ones,
· Not to use repeating titles, meta tags and keywords,
· Related and sufficient keyword usage,
· Canonical links usage,
· Not getting backlinks from untrusted websites can be considered the keys to success.
Please feel free to contact us for further queries about search engine optimization and content management, by filling the contact form.
Enhanced Ecommerce was announced in Google Analytics Summit 2014, and the interpretation of the news is that things will become much easier for ecommerce websites. Enhanced Ecommerce aims to bring a greater understanding to the shopping and purchasing behavior of your website’s users, by adding new reporting options. What these new reports will replace is some of the custom events you had to add to your website code, such as adding to cart or product pageview. New reporting options will automatically show these data as a part of the purchase funnel. So, what are the details of Enhanced Ecommerce?
New Reporting Options
The new reporting options are:
· Overview: This report has three metrics, which are Revenue and conversion rate, Transactions, and Marketing. As the title suggests, it is a summary of the Enhanced Ecommerce features.
· Shopping Behavior Analysis: The report shows the abandonment rate in every step of the purchase funnel. It helps to see which steps need improvement, from product pageview to transaction.
· Checkout Behavior Analysis: This report, which is similar to Shopping Behavior Analysis, shows the abandonment rate in each step of the checkout process.
· Product Performance: The Product Performance report has two parts, which are Overview and Shopping Behavior. Overview shows the performance of products in terms of transaction and revenue, and Shopping Behavior shows details such as pageviews and number of products added to cart.
· Sales Performance: In this report, you have two dimensions to list data: Transaction and date. Some new metrics you can use are tax, shipping and refund amount.
· Product List Performance: With Enhanced Ecommerce, you can create product lists, the performance of which will appear in this report. You can create lists for different product categories such as cross-sell and upsell blocks, or catalog pages. This report lets you see which products have been viewed more, or clicked more.
· Internal Promotion: This report lets you analyse the performance of the internal banners you might have on your website. You can see how they’re doing in terms of views, clicks, and CTR.
· Order Coupon: The Order Coupon report lets you see the transaction, revenue and average value data of the coupon codes used in the order.
· Product Coupon: This report is similar to the Order Coupon report, and it shows total revenue, unique purchases and product revenue per purchase, based on product coupons.
· Affiliate Code: This one lets you see the effect of affiliate websites on your performance, using revenue, transaction and average order value metrics.
What do you need to do to start using Enhanced Ecommerce?
First of all your Google Analytics account needs to have been upgraded to Universal Analytics. Then you will need to tag your website using ec.js plugin; and lastly, you’ll need to turn on Enhanced Ecommerce for a view in Ecommerce Settings.
To get further information or help about using Enhanced Ecommerce or Google Analytics, you can contact us at by filling out our contact form.
Daphne Digital is a marketing consultancy that is experienced in online marketing channels performance, user experience and business intelligence.