Things to keep in mind when looking to increase traffic.

Ad Traffic Quality Resource Center

Things to keep in mind when looking to increase traffic

Site optimization to increase traffic is usually grouped into two parts - Web enhancements and new traffic acquisition.

• Discussed Topics in Article
• Web enhancements
• New traffic acquisition

Web enhancements

Web enhancements, such as optimizing ad placement and navigation, can help increase traffic. We offer some tips to help you improve your website. Check out these tips to learn how fast-loading pages, relevant, fresh content, and effective mobile sites can help increase traffic to your website.
Publishers should be aware of the AdSense program policies and the Google Webmaster Guidelines and optimize their sites without violating any of the policies or quality guidelines. For example, Google ads, search boxes, and search results may not be:

• Integrated into a software application (does not apply to AdMob) of any kind, including toolbars
• Displayed in pop-ups or pop-unders
• Placed in emails, email programs, or chat programs
• Obscured by elements on a page
• Placed on any non-content-based page (Does not apply to AdSense for search or mobile AdSense for search)
• Placed on pages published specifically for the purpose of showing ads
• Placed on pages whose content or URL could confuse users into thinking it is associated with Google due to the misuse of logos, trademarks or other brand features
• Placed on, within, or alongside other Google products or services in a manner that violates the policies of that product or service

This list of prohibited activity is not intended to be exhaustive. Please consult the AdSense program policies and AdSense Terms and Conditions for a more comprehensive overview of policies. Ultimately, in order to promote and ensure a good experience for users and advertisers, clicks on Google ads must result from genuine visitor interest.

New traffic acquisition

Acquiring new traffic to your website is another common way to generate increased traffic. Common ways to do this include search engine optimization, advertising, and partnering with traffic providers.

Search engine optimization

We understand that you may look to search engine optimization to increase traffic. In order to help you ensure that the implemented search engine optimization is clean and adheres to Google policy, please read our Webmaster Guidelines (also referenced in the above “Web enhancements” section), which are best practices to follow when creating a site that Google can find, crawl, index, and understand. For a more in-depth guide to search engine optimization, we offer the Search Engine Optimization Starter Guide In addition, as mentioned in the Understanding traffic on your site article, Google Webmaster Tools enables you to submit all of your pages to the Google index, which can increase your visibility by optimizing your website for Google search.
Before you decide to work with any search engine optimizers we suggest the following:

• It’s best to ask for recommendations from webmasters that you personally know and trust or search for well-known optimizers with good reputations on the web. If possible, read what others have written about them on forums before proceeding to work with them.
• If you decide to go with an optimizer based on their reputation on the web, ask for examples of sites they have optimized. The sites should be as similar to yours as possible based on your content vertical, demographics, number of visits/month, etc.
• Make sure that the SEO won't make your site violate the Webmaster Guidelines, for example, by purchasing links to your site in order to increase its PageRank.

Other helpful tips and things to consider are outlined in this Search Engine Optimization help article.

Advertising

AdSense publishers are also welcome to use online advertising as a way to direct new users to their sites. However, in order to ensure a positive experience for users and advertisers, publishers that use any form of online advertising to pages with Google ads are required to comply with the spirit of our landing page quality guidelines. The three main components of a high quality landing page are: relevant and original content, transparency, and site navigability. Please read the use of online advertising Help Center article to learn more about each of these components.
We also prohibit the promotion of your site using the following techniques:

• spam emails
• comment spamming
• creation of fake forum profiles
• posting links on link farms and "private blog networks", link exchanges and social network spamming.

Partnering with traffic providers

Ultimately, you’re welcome to promote your site in any manner that complies with our program policies. However, AdSense publishers are ultimately responsible for the traffic to their ads, so if you choose to partner with a third-party service to increase traffic to your site, it’s critical that you monitor your reports closely to gauge the impact that each source has on your ad traffic.
There are many services out there that can increase traffic to your site, including pay-per-click solutions to connect advertisers and publishers, as well as search engines and directory sites. However, we’ve found that some of these services actually send artificial traffic to websites, despite their appearance. To deliver the traffic levels that their customers expect, these services often generate clicks and impressions using click bots, or by providing users incentives to visit sites or click on ads. For this reason, we strongly urge you to use caution when partnering with third-party traffic services. If you find that one of your traffic sources has suspicious activity, we recommend stopping or pausing your relationship with that traffic source to stop any traffic that may be invalid. We also encourage publishers to report any suspicious activity which they’ve detected on their site via the Invalid Clicks Contact Form.
Refer to the Proactive steps to prevent invalid activity article for more information about how to avoid partnering with low-quality traffic providers. Specifically, the traffic provider checklist can help guide your discussions with any potential traffic provider. This checklist provides a list of suggested questions to ask when you start to explore how you and a traffic provider can work together. Once you've spoken with a traffic provider and want to move forward, it’s also critical that you have the ability to monitor the traffic they are sending to your site.

The Best Way to Structure Your Google Product Listing Ad Campaigns.

The Best Way to Structure Your Google Product Listing Ad Campaigns

DIGITAL MARKETING

By Jon Gregoire, Published October 3, 2013

It’s well-known that the Google Product Listing Ads program is a big deal for ecommerce merchants and will be a significant revenue driver during the holiday shopping season. The best way to manage your PLA campaigns, on the other hand, seems to be up for debate.

It has become apparent that many PLA merchants and advertisers have been misinformed by agencies and industry professionals about the most cost-effective Product Listing Ad campaign structure.

The structure I refer to is the SKU-level (a.k.a. product-level) ad group strategy, or creating an ad group for each and every SKU in a retailer’s inventory. This strategy has been packaged as “cutting edge“ and “innovative,” and this selling point naturally makes many PLA campaign managers feel like they’re missing out.

Plain and simple, breaking out your entire PLA campaign at the SKU level is by itself a detrimental PLA strategy. This holds true for merchants with sizable inventories and tight time resources. The reality is that, when used alone and as the primary foundation for a PLA campaign, the product-level ad group strategy is insufficient and primitive at best. RELATED CLASS: Google Shopping Overview: Strategies and Tactics for Success

Why the SKU-level Ad Group Strategy Is Primitive

If you currently structure your PLA campaign like this, I highly recommend stopping by our white paper on its downfalls and what to do about it. In theory, product-level ad groups are totally logical. Right off the bat, a PLA manager could imagine that he/she has the utmost control over bids for each of their products. The structure also lends itself to automation pretty seamlessly. However, in practice the SKU-level ad group strategy typically results in:

1. Less bidding optimizations and modifications*

The more ad groups you have, the less likely you are to go in and make bid changes to each. We took over one campaign with 7000 SKU-level ad groups. Who’s going to take the time every day (because management is best done daily) to make changes to all 7000 of those ad groups? This directly impacts product rankings and performance.

2. Less control over ad spend*

The more ad groups you have, the less control you have over the campaign’s overall ad spend. For example, let’s say you have 500 ad groups. That means you have 500 different entities contributing to just one total ad spend so if a manager wants to lower overall ad spend, he/she has to go in and evaluate and make changes to each of those. You can see how handling and maintaining ad spend can be considered cumbersome.

3. An inhibited ability to track and analyze campaign performance

When you have only data for just one product, there’s not much to go off of and the data can become cluttered. For example, after 30 days of a PLA campaign with SKU-level break outs, the data (for a retailer with a small inventory) may tell you that you have 20 products with 50+ clicks, 70 products with 25-50 clicks, and 200 products with less than 25+ clicks. Great.

This data doesn’t tell you that Nike is doing great for you or that your top-sellers continue to do great or that you’re not doing well in the sock department. Well technically it does tell you that, but now you have to go in and manually make those bid changes to each individual Nike product or sock. When you compare this reality to the nicer categorization of product type, brand, and top-sellers ad groups, you can see how a product-level breakout just isn’t feasible from a management perspective for a retailer with a decent-sized inventory.

*These general results from merchants with sizable inventories. A small PLA campaign with only 10-100 SKUs is far more manageable at the product-level than a PLA campaign for a medium-sized retailer with a hundreds or thousands of SKUs.

The Right Way to Structure PLA Campaigns

You might be thinking that this isn’t a problem for you either because A) you have product-level ad groups and automate your account smoothly or B) you have an agency or tool that automates and runs the account for you (regardless of their strategy).

Here’s an analogy: Having an automated PLA campaign is like having an iPhone with no internet access. You’re simply not going to get the most value that you can out of the lucrative program (yeah I know, I need to up my analogy game).

As I mentioned earlier, the most effective way to structure your PLA campaigns is by breaking out your products by:

• Top-Sellers: Group your best-performing products in one ad group. This way you can dedicate more attention to the products that need an aggressive strategy most. Bid high on this ad group.
• Some Brands: You should do some research and see if customers are searching for particular brands that you carry. If you find that there are a few brands that convert better than others, give them their own ad group and implement a more aggressive bid strategy for these so they get more exposure.
• Product Types: This is the same deal with the brand-level ad groups. If you find that as an apparel retailer, your shorts are converting much better than any other category, you’ll want to segment these and bid higher so the group as a whole gets more exposure.
• Seasonal Products: Halloween is quickly approaching, and so if you carry related items in your inventory, you’ll of course want to give all of these relevant, seasonal products more exposure this time of year.
• All – Products: This is the catch-all ad group of all your products where the remainder of your products not categorized in more segmented ad groups will be accounted for. Typically you bid as low as 1 cent for this entire group.
• 
  

Learn how to drive more ecommerce transactions with Google Product Listing Ads.

Watch Google Shopping Overview: Strategies and Tactics for Success, and start leveraging Google Product Listing Ads (part of Google Shopping) to drive more transactions today. You’ll see how to integrate Google Product Listing Ads into your current search strategy, and get expert tips for optimizing your PPC spend. Get instant access now.

Read more at http://www.business2community.com/digital-marketing/best-way-structure-google-product-listing-ad-campaigns-0634758#bWRGCrA92P306ViY.99

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