The SMX Advanced 2019 event took place in Seattle and it
offered great insights on SEO and SEM. The SEM track was titled “Selling
Smarter With Search, Social, Marketplace Ads” and it featured experts talking
about their experience and on how e-commerce
stores can maximise their performance.
The first speech was by Joe Martinez from Clix Marketing. He
looked at Shopping Ads and YouTube.
While most e-shopping marketers focus on direct return, he emphasised thinking
about these ad units from customers’ viewpoints. They are on YouTube to
watch videos, not browse for products. To even run shopping cards on video ads,
you have to select the ‘Product and Brand Consideration’ campaign goal. This
sets the proper expectations that the clips are video campaigns first and
shopping ones second. The benefit of this infrastructure is to plant a seed in
the mind of viewers in the hope that users are aware that your products even
exist.
Explaining how this works, Joe advanced that you are able to
choose to advertise all or a selection of your products for a campaign. You can
also display them with special filter using the custom labels from your Merchant
Center feeds. Your creativity is going to decide the item selection
that would best for you.
YouTube
can be used to advertise products
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