Last week several members of the EF team attended the eTail East conference in Baltimore, MD. It
was exciting to be in the presence of so many successful retailers, who shared
ideas and best practices for the retail industry. The first day of the
conference was dedicated to Search Engine Marketing and EF hosted round table
sessions with retailers discussing strategies for effectively managing the long
tail of search marketing keywords.
Managing these long tail keywords is particularly important for
retailers because ads using long tail keywords (which are usually very product
specific), have shown to be more effective and convert better than general ads.
We've published a whitepaper on the importance of managing these product
specific keywords which you can download here. One of EF’s retail
clients allocated only 5-10% of their advertising budget on these product
specific keywords but saw a 20% lift in overall revenue.
We've recently released Advanced Campaign Management for retailers
which, in addition to many other benefits,
helps with long tail management. This feature links retailers’ product
inventory with their search engine marketing campaigns and automatically
creates and updates SEM account structure, including keywords and ads that are
specific to each product the retailer is selling. The technology automatically
takes into account any changes in product such as price, stock levels, landing
pages, promotional schedules, etc. and reflects these changes at the right time
on the Search Engines. The whole process is touchless and repeatable, allowing
retailers to scale and achieve optimal coverage of their products in their SEM
campaigns.
So far, our retail clients have seen great results managing their
long tail keywords through Advanced Campaign Management. One of our clients,
Hotels.de, achieved a 16% higher conversion rate and a 20%
increase in the average value of their bookings using our new
retail specific product feature.
We enjoyed sharing our best practices and strategies with
retailers at eTail East and look forward to participating in future
conferences.
Margarita Golod
Senior Product Marketing Manager
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