The Difference Between Advertising on Meta vs Google

It's the showdown of the century.

S360 is a digital marketing agency located in Denmark and in this article Hermanni Nurila goes into detail as to how they've leveraged their digital marketing skills to grow an 150 year old retail company like Stockmann.

The Google Holiday 2020 Calendar brings a great webinar hosted by Julie Vandingen which offers many great insights into the consumer market in Northern Europe.

Running an e-commerce business today isn’t what it used to be. The general trend for Swedish retailers is that the profit margin on average is as low as three percent. The fast-growing e-commerce segment makes it even harder to keep the margins up. That’s why it’s becoming really important to focus on ROI by improving the digital marketing strategy of e-businesses. Here we present you with three top strategies you can use.

Both reporting and business intelligence are valuable methods for any e-commerce that wants to achieve great results in Google Ads. Read on to find out their main differences, and how you can use them in your business.

Google Ads and Criteo are the most common tools to use for re-marketing. Re-marketing is when you create personalized ads for people that have previously visited the advertiser’s website. Both are advanced re-marketing tools, suitable for companies of all sizes. So how will you decide on which one to invest your time in?  

Creating effective audience lists in Google Ads is an easy way to keep track of your re-marketing lists. In this post, we present you with our top three choices for audience lists that can prove valuable when working with your re-marketing campaigns.

Re-marketing means getting in touch with people who have previously  visited your website or mobile app. It’s a powerful form of online advertising which allows you to present ads to people that are familiar with your company, whilst they’re browsing the web. This is a smart and strategic way of inviting customers to come back to your website and cuts costs, boost conversions and strengthen your brand.

In today’s competitive world, Google ads can be a great way for businesses to stand out from other search results. But running ads is getting more and more expensive, and many ecommerce companies aren’t optimising their search strategies as much as they could in order to increase their ads’ ROI.

Negative search terms, or negative keywords, are an important part of a well targeted campaign. By using them, you’ll avoid having your ads show up when the wrong users are looking for the wrong things – and ultimately save a lot of money on your search campaign.

The first thing you should know about Google Shopping is that it’s primarily great for attracting new customers. Returning users will find you in completely different ways – through newsletters, brand searches on Google, or your direct website or webshop.

The possibilities with Google Shopping ads are multiple, and requires wise targeting, multiple campaigns as well as an updated product feed in Google Merchant Center. This is how Google Shopping works!

While having an E-commerce store 10 years ago gave you a competitive edge compared to the stores/outlets selling similar products, today's buying pattern has changed a lot. Today having an E-commerce store is not sufficient to gain the audience and target the customers just as easily as we thought.

Google has Introduced four new search ad position metrics to get the most out of the average position. Let's go over them in this blog and learn how it can benefit you.

A primary query that most clients pose is – “How much traffic will Google Ads thieve away from organic channels in general.”
This happens to be a major concern for most business owners. Why pay for
something you can get done for free?!
We aimed to figure out that very same puzzle. (You’re welcome!)

Is Google Ads, the Robin Hood to other organic channels or does it take away from them and keep to itself?
That is the question!
To complete a successful attempt at understanding this enigma, several ecommerce accounts were put through Google’s Analytics grinder.
We will be expanding on the results in this document.

Bear in mind though, we are talking about accounts that have had more than one touchpoint.
So, if a client were to hypothetically, to punch in the URL to your portal and purchase some of your ‘merch’, (nice bubble) you aren’t going to find them in the reports we’re touching upon in this article.

The most common path taken by clients who utilize Google Analytics is that of paid search x2.
In layman speak, if John/Jane Doe were to click on a paid ad twice before making a purchase, it would account for 2.5% of the total sales, during that respective period.

The second most common path to conversion is that of a client approaching your business directly.
As in, if Mr. or Ms. Doe stumbled upon your website by way of a google shopping ad, and upon learning of your company’s existence, were to come back to said portal and make a purchase – this would result in a ‘direct sale.’
Although paid search x2 amounts to more conversions, paid search (direct) accounts for higher revenues.
By how much you ask?

3.4% of the total sales.
And, through Google Analytics, this is flagged as a direct conversion, irrespective of the fact that the client first found your business through a paid source.

In this article we will look at the basics of attribution modelling and why it can play a crucial role for your e-commerce. We will discuss what, why and how to deal with attribution.

What is Attribution Modelling?
Attribution modelling is a system which can help you get the most from your marketing mix. Today many shoppers are used to searching for information and best prices so they will not necessarily purchase the first offer they see online. However, each time they return to your page they might do so through a different channel. Attribution modelling means that you look at these different channels and encounters or interactions and give them a value so let's have a look at the different types of interactions that can take place: