So you’re selling a product and you’ve come up with a fantastic e-commerce site. But, you seemed to have reached the ceiling when it comes to growth in your different marketing channels. You’ve seen the ads on Google’s search results and have seen the ads when researching different products, and it made you curious. Congratulations! You’ve just discovered PPC, which is going to be our focus topic for this week. So follow along, we’ll get you started down the road of making sure you know what platforms there are to choose from, what analytics you should pay attention to, and how to get started becoming a PPC monster!
Just when we marketers and online businesses alike think that Google just hates us and has forgotten all about our hard-working existence, they go and release something like they did yesterday – the Structured Data Markup Helper Tool.
You’ve probably seen search results that look a little something like this:
Complete with a yummy-looking image of some ooey, gooey chocolate chip cookies and a 5-star recipe rating, along with the first several ingredients needed to make these little delights. Or you might have seen something like this:
How convenient – a list of events happening in the city of Philadelphia this weekend, all from the same website, appearing naturally in my Google search results.
These kind of search results are considered rich snippets, meaning these websites are returning query results that contain additional information rather than just the title and meta description of the page that ranks for the query. The results with all of this additional information tend to stand out from the rest of the “normal” organic search results, meaning they can help a website increase click through rates and keyword rankings in the long run.