Dynamic Online Pricing: Maintaining Consistency with the Store

online vs offline pricingOn a recent business trip to Miami, I decided to check out a local fabric store (a hobby of mine).  I live close to NYC, which is where many people – even those who live thousands of miles away – aspire to buy fabric because of the assortment and quality.  In my case, though, I sometimes like to visit stores in other cities that have a strong design aesthetic, and Miami fits that bill for me.

In using Yelp to decide where to go, I came across one store in particular that had many reviews, which is among the criteria I use when assessing a business on Yelp.  Unfortunately, not many were positive.  The negative comments were consistent in that there was a certain complaint that the owner charges prices based on how a person physically looks.  Wealthier-looking people got charged more and vice versa.  This practice incensed this store’s clientele.

There was a recent article in the NY Times that talked about the widening gap among some service providers in terms of giving better amenities and exclusivity to customers who are willing to pay moreContinue reading

Google Launches Customer Match: How to Maximize the Opportunity

Google's Customer Match and finding look alikes in Paid SearchGoogle’s Customer Match announcement earlier this week is welcome news to advertisers who have run successful first-party digital advertising campaigns with other media partners such as Facebook, Twitter, and the DSPs.  Google’s new product will enable advertisers to target their first-party data in search, You Tube, and Gmail. Advertisers upload their email files into the AdWords interface, and then Google matches it to their log-in data. From there, ads show to matched individuals.

Google has enabled first-party targeting with RLSA for some time but never before allowed it for search, which they said was due to privacy concerns. Continue reading

Holiday 2015 Paid Search Best Practices: Bid Indexing

Bid indexing will improve paid search performanceNow that it is officially Fall and Holiday is fast approaching, it is time to dot every “I” and cross every “t” to make sure paid search campaigns are in top shape.  A surefire way to improve year-over-year paid search results during the critical six-week period from mid-November through December is to index daily bids based on prior year performance.  There are two reasons why indexing can help.

First is that there is always a crush of new entrants trying to win Holiday impression share on key terms.  Continue reading

Online Lead Generation: Tracking 101

Tracking issues in digital marketing are complicatedIt is surprising how much investment some brands put toward generating leads online and then only read front-end results when assessing the performance of a digital campaign.

Note that “front end” can mean two things:

1. Driving traffic to the site

2. Completing an online form

If driving traffic is a campaign’s sole KPI, presumably there is a good reason. If not, keep reading because this is typically not a best practice and likely indicates that unsophisticated tracking is in place. Continue reading

Real-Time Marketing: How to Leverage a Sudden Surge in Impressions

Real time marketing leverages a surge in impressionsOne of the hottest trends in digital right now is real-time marketing.   The goal of real-time marketing is to leverage an abberationally high level of impressions in order to yield sales.

We are in the midst of one of those moments in which back-to-school searches and social impressions are at their peak for the year.  By now, most retailers for whom back to school matters have already built strategies and are executing against them in an attempt to win the highest impression share possible on key terms.  Other important retail events that drive huge impression volume throughout the year are Continue reading

The Role of Non-Brand Text Ads in an Evolving SERP

Non-brand paid search text ads are decliningThe Google SERP now presents three types of formats when someone searches for a product:  Organic, PLAs, and Non-Brand Text Ads.  These same three options have existed for a few years, but the PLAs used to be buried below the fold and were called Product Search (and Froogle, a really long time ago).

All search marketers know that visibility drives volume, and with PLAs now showing at the top of the page and non-brand text pushed below the fold, clicks to the image-friendly PLAs have soared; whereas, clicks to non-brand text ads are on the decline.  Continue reading

Finding New Customers Online (Part 2)

New Customers for Retail BrandsPart 1 of “Finding New Customers” addressed why new customers are important to a brand or retailer.

Part 2 will cover how to find new customers from among the choices of online media programs that are in widespread use.  Note that all of these channels are effective at yielding sales, but some drive more new customers than others.  Here is a rundown:

Comparison Shopping Engines (CSEs):  Consistently one of the top media sources for yielding new customers – often in the 80%+ range.  Continue reading