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Don’t Know How to Optimize Your Smart Shopping Campaign? It’s Easier Than  You Think!

A Smart Shopping campaign is like letting Google ride the wave for you. Unless you’re changing the budget or bidding strategy, you shouldn’t be worrying about changing many settings in your campaign. Optimizing your Smart Shopping campaign depends on finding the balance between what you want from your eCommerce strategy and the management of your campaign. 

This type of campaign is already relatively running on its own. Still, you have to make mini tweaks for optimal results.  

Surf’s up!

What Kind of Optimization Scenarios Am I Looking At?

You might be checking out your Smart Shopping campaign and seeing only part of your products performing well while the rest aren’t. The best course of action is to separate top-performing products from the rest and into another Smart Shopping campaign. This way, you make sure that each campaign will focus on similar products. The better organized your products are, the better your Smart Shopping campaigns will perform. 

This first optimization scenario revolves around the different price ranges within your product inventory and how you’ll divide them into separate Smart Shopping campaigns. You want Google to work efficiently and to do so your product grouping needs to be aligned with your campaign goals.

Another optimization scenario you may encounter is ad placement. In this case, you’re going to optimize by controlling where your ads will show. You should apply a placement exclusion to guarantee your ads won’t display on unwanted websites. You can’t, however, exclude at a more specific level, but at least the general placement can be selected by tweaking your settings. Placement exclusions can be performed at both the campaign and account levels.

Improving your Smart Shopping campaign will also rely on your Target ROAS bidding strategy. Target ROAS is another setting you have control over. You should set the target when you’re first setting up your Smart Shopping campaign. 

Keep the Wave-Riding Smooth

Always double-check your products and product groups. Evaluating your products is crucial to how you manage your campaign performance. Update your products within your Smart Shopping campaign regularly. For example, if you have a Smart Shopping campaign that includes your top 50 best-selling products. You should refresh your product list every 15 days. Keeping your products up to date will ensure you’re advertising based on what’s trending in the market.

Consider the following when adding new products: 

• Will they have a high traffic volume?

• Will they have a high conversion rate?

• Are they more likely to sell at this time of the year?

If you’ve answered yes to at least one of these questions, then adding new products to your Smart Shopping campaign is a must.

Think of a hypothetical eCommerce campaign that will be adding new barbecue spatulas for the summer. There will be high demand for these new products. If these spatulas were added during the winter, they wouldn’t sell as much. 

Optimizing Smart Shopping is all about maximizing profitability across your products. 

Wrapping Up

Time and money are the key ingredients for a smooth-running Smart Shopping campaign. 

Your Smart Shopping campaign is like a flower. You want it to grow so that it can take care of itself. All you need to do is water and trim it from time to time. Eventually, the seed will sprout to be strong and independent. Your Smart Shopping will bloom and upkeep will be quick and easy.

Knowing how to optimize your Smart Shopping campaign will simplify how you manage it. Remember Google is doing all the heavy-lifting and it should only take a few moments of your time to make the adjustments you want. 

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Do You Want Your Ads to Reach Business Decision-Makers Directly? You Can Actually Do That Now!

Tailoring your ads to specific audiences has taken a whole new meaning with Microsoft Advertising’s LinkedIn profile targeting. This feature is taking personalized marketing to a whole new level. It’s become the new way to show hyper-relevant content to people who are not only looking for your service but also work in the industry that your product was designed for. There are 630 million LinkedIn users and 63 million of them hold decision-making company roles. 

Before we get into the nitty-gritty of what LinkedIn profile targeting means for you, it is essential to understand what it implies in the online advertising world.

Learning about your buyer persona is key. However, with this Microsoft Advertising feature, you won’t be limited to ordinary customer profiles. You can know who your buyer persona is and go beyond with LinkedIn profile targeting. Drill down and exclude undesirable qualities, like user interests and long-term browsing behavior. 

Profile targeting means having the opportunity to adapt the content of your ads based on a person’s place of work. It’s a significant advantage since you’ll be narrowing down your audience and making a bigger impact from their professional data. Applying LinkedIn profile targeting will associate your ideal client with specific companies and industries and get you more sophisticated results. 

Put yourself in the shoes of a business owner:

What would it mean for you to be able to improve the value of your transactions?

The usage of this feature is not just about getting more orders, it’s also about increasing the average revenue per order. Your marketing goal is to increase your revenue. Since your audience is fine-tuned to your marketing goal, your leads will become hyper-qualified. For instance, your marketing goal is to sell 5 hyper-qualified leads that generate conversion value (revenue) greater or equal to 15 regular leads. 

What Are the Benefits of Linkedin Profile Targeting?

The first benefit is that it requires very little effort to implement within your advertising campaigns. LinkedIn profile targeting has a quick and intuitive setup. It’s as easy as placing a check next to the people that work for the company you want to focus on.

Another benefit is that you will have access to an exclusive audience. This targeting option is not available on any other platform besides Microsoft Advertising. So, your audience on the Microsoft Search Network will be more refined than on competing platforms such as Google Ads. 

Similarly, using this feature will facilitate other work areas like creating ads. If your audience is more relevant, they will have prior knowledge of the product or service you’re selling. Plus, you’ll have the opportunity to really modify the content of your ads and use the terms and jargon within the industry you’d like to target. 

For example, imagine you’re selling a service that is specific for people who work in the fashion industry. Now, you’ll be able to write ads that contain words that are appropriate for people familiar with the fashion industry jargon. Monochrome content is so last season, drop it and have a fashion-forward approach in your ads.

In general, managing your account will be more time-efficient with this feature in place. 

If You Want to Learn More About the Benefits of Linkedin Profile Targeting, Take the Academy by White Shark Media Course in Udemy!

Stop wasting your time focusing on users’ superficial interests. Start improving your audience’s relevance through personalized audience targeting. 

Dive into a niche pool of people who fulfill a specific role within a company or industry and reel them in.

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​As many of you know, Academy by White Shark Media offers free online PPC courses to anyone interested in mastering the world of digital marketing. 

Our dynamic and interactive platform allows learning to be practical without any fluff. Swing by our website to review the list of courses available to you today. And now, without further ado, here are two new courses available by White Shark Media’s Academy.

DSA Campaigns

This course you will guide you in the creation of a Dynamic Search Ads campaign. These ads are important because they are the easiest way to find customers searching on Google network for what you offer. Advertisers with a well-developed website or a large inventory will get the most out of these campaigns because these ads use your website content to target your ads and can help fill in the gaps of your keyword-based campaigns. 

Thought creating ads and choosing the most relevant landing page can be time-consuming, you’ll be happy to learn that DSA campaigns generate your ad copy and select the most relevant landing page for users. All you need to do is add a creative description to these ads and the rest will take care of itself. 

Without DSA campaigns, even well-managed Google Ads accounts can be missed in relevant searches, experience delays getting ads written for new products, or get out of sync with what’s available on advertisers’ websites.

Furthermore, if you are running out of ideas for new keywords, DSA ads are here to help. With enough content available on the website of your product/service, they will help fill in the gaps of your keyword-based campaigns and target your ideal audience. 

This course introduces the basics of DSA campaigns so that you can begin to leverage the benefits of issues like the ones mentioned above. Learn when they are most useful, how to leverage targeting methods, and finally, how to put them together. 

This course is ideal for beginners interested in learning how this search campaign subtype can help them generate leads or revenue, this course is available immediately.

Register for this course today!

Universal Apps Campaigns

Known as regular app campaigns, these campaigns help you get your app into the hands of more paying users. 

App campaigns streamline connecting with users for you. They make it easier to promote your apps across Google’s Search, Google Play, YouTube, Discover, and the Google Display Network. Advertisers are simply required to add text, a bid, some assets, and the rest is optimized to help your users find you.

So, you’ve created an app, now what? It happens often. You’ve got a great product on your hands without an inkling of how to get it to the consumer. Don’t fret. These ads focus on getting you more installs and getting you new users. 

And as if that were not enough, UAC ads also drive in-app actions.  Often it happens that brands, apps included, have pocket audiences that are a surprise to businesses. They may not even be investing in them because they haven’t realized that they exist. These ads will generate ads off a whim with the assets you’ve provided and direct them to those people!

This course will brief you on the basics of how App campaigns work, how to set them up, bidding options, and conversion tracking. 

Do you have an app you want to go viral? Register for this course here!

To learn more about our Academy, visit our website and register for a course today!

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As of July 1st, White Shark Media Academy is an online platform available to anyone looking to master search engine marketing. Designed to train our own account managers, courses cover PPC ads on Google and Bing.

The Academy has recently added two Google Ads courses that can contribute to your Google PPC strategy.

Call-Only Campaigns

The first, Call-only Campaigns, covers how this search campaign variation can help clients receive more calls or reduce their current cost per lead. Call-only campaigns are a search campaign sub-type that targets only mobile device users with calling capabilities. This campaign type displays call-only ads, which will prompt users to make a call instead of redirecting them to a website. The course is ideal for seasoned account managers. Content is updated continuously and serves as an excellent refresher for experienced PPC specialists.

How can you determine if a call-only is the right campaign type for your business? 

The course covers the basic guidelines that any advertiser can use to determine whether call-only campaigns are a good fit for their business type and goals. For example:

• Is my business prepared to take a higher number of calls?
• Would my clients prefer to call my business instead of submitting a form?
• Are my clients searching for my products or services from a mobile device?

If you answered “yes” to any of these questions, it may be a good idea to test call-only ads. You will learn the following:

• Create a call-only campaign following industry best practices
• Perform changes to a call-only campaign to improve conversion-related metrics
• Advertisers searching for a high volume of calls at an efficient cost per conversion can greatly benefit from a call-only campaign.

RSLA Campaigns

Different from Call-only, RLSA is a campaign type that allows advertisers to target previous website visitors through search campaigns. Often confused with display remarketing, RLSA campaigns deliver ads to users as they actively search for your product or service while display remarketing ads focus on users as they browse the web. To add, this campaign type is underutilized yet very powerful to increase account revenue.

It’s through these useful clarifications that users learn how to correct and optimize campaigns. The course guides users to be able to master three main objectives: 

• Differentiate the targeting methods to create RLSA campaigns and select the most appropriate one for your campaign goal
• Strategically design and create a search campaign that exclusively targets previous website visitors
• Monitor audience performance under Observation targeting method and perform bid adjustments based on its metrics

White Shark Academy

Crafted to educate in a creative and strategically efficient manner, our guided programs will help you master PPC through self-paced courses. Each course was created from our own need to deliver knowledge and training to our teams. To begin mastering PPC, click here to sign up for your first course!

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Any company with a good Google Ads campaign has a competitive advantage. All by reaching the right audience, knowing the relevance of having a good search intent, and keeping an eye on your return of investment.

On Google Search alone, research indicates there are 3.5B searches per day on Google. 

The Search Network is a group of search-related websites and apps where your ads can appear. This is the perfect network if you want to target people that are actively searching for the products/services you offer in order to drive them to your website.

You can target them through various types of ads:

Depending on what product or service you provide and to who, how each of these can help you reach customers will change.

Separately, the Display Network is a collection of websites, including specific Google websites like Google Finance, Gmail, Blogger, and YouTube. This network also includes mobile sites and apps. Google assures that you can reach over 90% of internet users throughout more than 2 million websites in the Display Network.

It is essential to mention; not all businesses are fit to advertise on the Display Network. It depends on the type of product/service you offer, the business goals, and the marketing budget.
If you are promoting a product/service that a user will be looking for in case of an emergency or when there is an immediate need for it, you are better off advertising on the Search Network. The Search Network allows your ad to show up immediately when your product/service is searched.

The display is the perfect fit if you are looking for exposure and want to get your brand name out there for people that may not necessarily on the shopping/buying mode. Your ads will show up while people are browsing the web, catching up on the news, watching YouTube videos, or doing anything on those 2+ million sites/apps within the network.

Are you a luxury furniture business?
Are you a plumber in Memphis, Tennessee?
Are you a wedding caterer?

Look into our courses to learn where you should be investing your money and time.

The basics of Google Ads 101 are available. The Academy by White Shark Media consists of a series of free courses that are practical, insightful, and enjoyable without the fluff.

The courses were crafted to educate in a creative and strategically efficient manner. Our guided programs will help you master PPC through self-paced and unique classes. Each session was created from our own need to deliver knowledge and training to our teams.

Gain a better understanding of Google and Microsoft ads’ campaign management and best practices with the Academy by White Shark Media.

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Understanding Search Engine Marketing through Google Ads has become a staple in the modern marketing landscape. An advertising company cannot survive if it ignores that we are advertising in a digital era and not simply adding digital marketing to an otherwise traditional marketing mix.

Getting certified in these disciplines has become a mandatory task for agencies, not only to ensure partnership with both Google and Bing, but also to present results on account performance, propose additional solutions to existing clients, grow their portfolios, and increase client acquisition through a detailed online marketing strategy that caters to a prospect’s needs.   

Over the years, we have tried any and every course type you can think of. However, we found them insufficient to nurture account managers that would creatively and strategically implement search engine marketing solutions.

A need for proper training material and a unique methodology that would allow us to build new talent was born, and so we worked diligently to create our own training content and approach based on years of practice. In the last few months, we have been working in our own White Shark Media Academy. Now, we can proudly offer you a series of courses that are practical, insightful, and enjoyable, with no fluff or fillers, just pay per click solutions.

Each course of White Shark Media Academy will have a mix of self-study and online classes with an experienced trainer. For now, we will start off with the following four courses:

• Google Ads – Basics
• Google Ads – Display
• Google Ads – Shopping
• Google Ads – Remarketing

As this project grows, we will be adding courses for advanced optimization techniques for each certification, as well as courses aimed at agency enablement.

Some of the benefits that we offer through our platform are:

• Highly interactive courses with video insights and walkthroughs
• Live classes available for specific topics on a monthly basis
• Certification preparation through mock tests on each module covered
• Updated platform and features on all materials
• Tips and tricks we have learned through the years of experience managing accounts
• Personalized question and answering through our platform
• The ability to keep up with your progress through a Dashboard that will keep you posted when it comes to new content, completed or overdue tasks
• A feature which allows you to assign specific courses to your team associated with their learning path, so they will only cover what’s needed

Our White Shark Media Academy will have a beta release in April 1st. To make sure everything runs smoothly, we want a small number of testers to register. If you think you can benefit from it, send us an email to info@whitesharkmedia.com and we’ll add you to our list of testers.

Be sure to keep reading our blog for more up-to-date information on what’s in store from White Shark Media in 2019!