Media Buying Mistakes: A Sneak Peek

Media Buying Mistakes: A Sneak Peek

I would like to present you a list of the most common mistakes media buyers make when they are optimizing or preparing their campaigns.

It’s normal that – when you are getting started in this amazing world of affiliate marketing – you make mistakes. Let me help you solve some of them.

A short note: this article is dedicated to newbies. You Big Sharks don’t need to offend me or claim that my mother performs a weird activity because I won’t go into deep details here.

Higher Payouts Don’t Mean More Profit

It’s really common for newbies to make mistakes when considering the most important metric. Quite often, they speak with us, telling us they want offers with the highest payout possible.

We explain that this is not the most important thing, since you should consider the EPC/eCPM as the value that will help you define the revenue you can make and the performance of the offer. But they insist (some are really stubborn). And then they come back to us after having poor results and we can use our favorite English sentence, which is “Told ya”.

Now, more seriously, you can have an offer that pays 50€ for every conversion (normally related to Credit Card billing) but the Conversion Rate is so low that it just doesn’t pay off. You should seek offers that combine a good payout and a good conversion rate, thus the EPC/eCPM.

For some newbies, starting a campaign is so exciting that they need to monitor their pacemaker carefully. You are investing money, checking numbers, noticing that you have some conversions, and then you see that you are losing money! Oh God, I’ve spent 1.57€ without any conversions. You start to blame everything: this offer sucks, the traffic source is bad, my wife is cheating on me, etc.

Take it easy!

You just need to be patient and wait for more impressions so they can bring more conversions. The piece of advice I usually give is that the average payout of the offer can define the amount of money you need to spend in order to start optimizing.

If you promote an offer with a payout of 0.50€ (in countries such as IN, TH or BG) spending 20€ should be enough for you to have an idea and start to optimize the biggest browsers, websites, devices, etc. If you promote an offer with a payout of around 2€ (AR, BR, MX) you can spend 50€ before making any decisions. For bigger payouts such as 10€ (CH, DE, FR) be like Floyd Mayweather (not too much, though) and spend money – less than 150€/200€ will not help you to start optimizing your campaign.

Some media buyers apply the 20% rule: if, after spending a good amount of money, your ROI is less than -80% (you’ve earned less than 20% of what you’ve invested) there is no potential on this campaign. I leave this to your criteria 😀

Split test

A mistake I see happen sometimes is when people are working only with one offer and one LP and are investing all the effort and optimization on the traffic source. It’s very important to test different angles and even test the same offer through different Affiliate Networks.

As I alluded to before, when an offer doesn’t work, it can be because the landing page you are using is not appropriate or the banner is not performing. That’s why you should try different combinations with Offer, Pre-landing page and Banner.

The best advice I can give you here is to spy: go check the competition, check their pre-landing pages, use them to get inspiration, and create your own, check the banners normally used on this offer type, and so on and so forth.

And SPLIT TEST! It can also happen that the same offer has a different performance on different networks: the redirection can be faster depending on the servers, the partnership is different so one Network has a higher payout, the cap can impact the volume you bring to the offer, etc.

Test your blacklist

The oldest task on earth, right after fishing and hunting, is to cut websites when optimizing the campaign. It’s easy: you see a low-performing publisher and bam! Go to hell! But sometimes it can be useful to test them with a lower bid. It can happen that they were not performing because you were paying too much.

Sometimes you cut a source that has a considerable volume. It’s a shame to ignore it forever. Don’t cut it just yet. Try setting a lower bid and you can be surprised. Remember that Media Buying is simple: it’s just about finding the right balance between price of traffic and revenue.

You can even create different buckets for the same target: the exact same campaign with different bids. Then, you can move your websites from bucket to bucket according to performance.

Getting good profit margins? Think about increasing capping

I’ve seen media buyers getting really happy because they’ve spent 5€ and earned 20€. That’s very good but you can increase it more. “Oh but I already have the first position and cannot set a wider targeting”. Okay. Then increase your capping.

Your capping plays a huge role on increasing the volume. It’s simple: you start your campaign with a capping of one or two. Then, the challenge is to increase and see from which impression/position you start losing money.

Here’s a quick example just for you to get the idea:

As you can see, until the capping of 3, the margin was increasing. Then, we went further, but our margin started to decrease. Therefore, our optimal capping on this campaign is 3.

If you are a newbie, take your time and don’t get started in difficult GEOs

“I will start Media Buying today! I’ve read several articles online, I know capping, I can bid like the best of them, I am full of myself. I will try IN and TH at the beginning because it’s where the money is”. And of course, you’ve just ran straightforward and hit a tree.

When you start, it’s always good to begin exploring easier GEOs, where the competition is not so fierce and you are not competing with the big sharks that are wandering out there. Go slow, be patient, learn all the small details of Media Buying, and keep scaling into harder GEOs.

Copycatting is good. It allows you to have ideas and check what is going on out there. But don’t do exactly what the others are doing. Get inspired by checking other people’s work but don’t forget to create your own style, adapted to your own self, and to your innate skills.

I would like to be able to copy the really technical guys that do Media Buying but I can’t, because it’s not really my thing so I will be focusing on the creative aspect of Media Buying instead. The final goal is for you to create your own way of working.

About the Author

Nelson Nascimento is Mobidea‘s Sales Team Manager, an author in the Mobidea Academy and a media buying expert with extensive experience in affiliate marketing.

Ecommerce 101: get ’em in with an ad network

Ecommerce 101: get ’em in with an ad network

You’ve implemented website best practices, and created a social media and content schedule to increase long-term engagement. Now it’s time to spend money to make money: using an ad network to get ‘em in.

We are going to look at how to best rate an ad network and make the most out of your campaigns. While website design/SEO, social media and content are long-term plays, advertising provides immediate traffic.

We want to cover display networks that broker traffic between publishers and advertisers. In this case, you’ll be operating as the latter. They are difficult to vet because there are many and they vary in their offers. Let’s dig in.

An ad network is an ad network is an ad network…

and an apple is an apple is an apple…they all have a similar shape and nutrition profile. But did you know there are 7,500 varieties of apples? The same goes for ad networks; each has its own size and color.

You probably have a favorite apple or two based on your preference. Choosing an ad network will be a little more complicated. You need to rate them according to the 3Ts: traffic, targeting and tracking.

Traffic: not all is created equal

At the end of the day, it’s all about traffic and publishers are the ones providing it. You “buy” traffic by paying for space on the publisher’s property, i.e. website/app. Your network needs to provide premium publishers and monitor for fraud.

Otherwise, you could waste money and worse, risk brand image. To the former, there are publishers who will sell space but not display the ads that purchase it on their site through various schemes.

Not even Google and Facebook can claim that their traffic is 100% clean. Nonetheless, the network you choose should proactively combat fraud, like Adcash…apologies for the plug but this is one area we excel in.

Targeting: your traffic is only as good as your targeting

You want access to a large pool of premium traffic but you also have a specific demographic in mind. If you aren’t provided the proper targeting options then your budget efficiency will suffer and margins will tighten.

For every cent you spend on advertising, you subtract one from every sale you make; you have to make it count. Basic targeting features include geo, language, device, browser and IP. These are a good place to start but you need more.

Your ad network should provide category and interest targeting at the very least.

Category targeting allows you to limit the sites that your ads to only those of a specific theme. The strength of this targeting is also its drawback: it targets the site. Your users visit multiple sites with multiple categories/themes.

A way to improve category targeting? The buyer personas you created in part 3. Ask yourself, “What site categories are my buyer personas likely visiting?” Create a target diagram with your answers.

Your bullseye will be the category most closely related to your product/service. The next ring will be the second closest, so on so forth. You should have three to four rings beyond your bullseye…test, track and adjust.

Interest targeting presents an easier way to reach your audience because it will track them according to their interests, regardless of the site they visit. As with category targeting, you’ll want to create a diagram to determine corollary interests.

Tracking: Track or throw your money into the wind

Most ad platforms provide what can be described as mandatory conversion tracking. It provides accountability and proof that you are getting the impressions you paid for. But it should also provide informative tracking.

There are 3rd-party platforms that provide both forms of tracking and integration isn’t too complicated. Regardless of your level of expertise, all integration costs one thing: time, which we want to save.

Why informative tracking? This type of tracking allows you to track what google would call micro conversions. These are events that lead up to your ultimate, revenue-producing conversion; your macro conversion.

By tracking the events that lead to conversion, you can identify where your audience is reaching a bottleneck within the buyer’s journey. For instance, you can track those who’ve provided their email address, filled out the shipping form, etc.

Make the most of your ad network budget

You’ve found your network: you need to make the most of the traffic your ads produce. Most of your visitors will leave empty-handed regardless of the channel you use. Don’t worry, you can improve the odds.

According to a small study conducted by Fairfax Media, your ads should possess 4 characteristics to be memorable:

  • Contrasting colors/brand colors
  • Simple, concise messaging
  • Clear, uncluttered design
  • Prominent brand logos/symbols

Control for exposure through frequency capping. If a user has seen your ad three times and hasn’t engaged with it, they likely never will. Continuing to advertise to them reduces budget efficiency and courts ill will.

For those who do engage with your ad, they should be taken to a landing page. If you don’t create a landing page, your conversions will reflect it. It’s simple, users demonstrate intent when they click your ad.

Sending them to a homepage is either lazy or greedy. You told me to come into your store to buy a Coke and then send me to your cooler to find it among all the other sodas. Instead, send me to where it is clearly displayed.

Consider including a small discount in return for email addresses. By acquiring email addresses, you create the opportunity to recapture some of your spend down the road through remarketing efforts.

Your ad network homework and what’s up next

You’ve done it, you’ve made it to the end of section 1 of the Ecommerce 101 series, get ‘em in. Hopefully, you’ve completed the homework and are consistently applying the principles we’ve covered in all four parts.
The pace will increase as we cover what to do when you get ‘em in, converting ‘em. As always, there is homework involved. It’s now time to expand your scope and look at alternative ad networks.

Naturally, I’m partial to Adcash and believe that it is the best ad network to partner with. Registration is free and starting budgets are low: here’s a pretty balanced review of where we get it right and less than right.

But I want you to make an informed decision, so evaluate a few according to the 3Ts. Also, if you haven’t created a campaign thus far DO IT. You don’t have to run it now, just create it. And we’re on to section 2, convert ‘em. See ya soon.


With such a large network, there are bound to be a few great insights out there. Don’t keep them a secret! Add to the discussion and comment below!

Kyle Buzzell

Kyle Buzzell

Content Manager

Psychology, sales and now marketing…Kyle uses his background and love of writing to create informative, engaging content for Adcash.

2016 holiday shopping season review

2016 holiday shopping season review

It’s over. No, not the world. But for all intents and purposes, the 2016 holiday shopping season is. In our Holiday shopping trends for a successful 2016 post, we scoured the interweb for what to expect this holiday shopping season.

Did they go boom or bust and what does it all mean? That’s precisely what we’re here for: enjoy!

Amazon is still the king of the jungle

The biggest online day, Cyber Monday reached its biggest day ever with $3.3 billion in sales…most of that went to the jungle and almost half of shoppers explored Amazon in the weeks leading up to Christmas. Nothing more to say here, let’s move on.

Singles’ Day experiences growing pains

While Amazon may be king of the jungle, Alibaba gets to be king for a day. The main beneficiary of Singles’ Day reported another record breaking sales day with a with a 32% increase to the tune of $17.79 billion.

But there are some growing pains for both Alibaba and Amazon: The Chinese consumer organization CCA cried foul on both, claiming that they inflated prices just before the sales day to make discounts look larger. Ouch.

Shoppers were virtually on the move

Amazon, Alibaba, what’s going on here? eCommerce. Brick-and-mortar continues to crumble into dust under the heel of the internet. Fine, a little dramatic but we can both agree it is struggling for breath.

We’ve already seen what happened for Singles’ Day in China but what about the season overall for eCommerce? In short, growth. In the US, eCommerce transactions increased 12%. Not to be outshone by their progeny, it rose 13.6% in the UK.

However, there’s a larger trend at play: mobile. Mobile device transactions grew another 31% in the US and smartphones represented 68% of that growth. While impressive growth, 84% of ALL transactions were made via mobile for Singles’ Day.

The day is still king, but some are in name only

For eCommerce, Cyber Monday is still be king but Black Friday may turn out to usurp the throne: Black Friday was only $110 million behind its cousin. It will still be Cyber Monday in name but the actual case may be otherwise in 2017.

Meanwhile, Boxing Day continues to slow. The one-two punch of Black Friday and Cyber Monday are blackening its eyes. From less foot traffic to lower in-store stock levels, it’ll remain important…symbolically so.

Reading between the lines

Amazon and Alibaba continue to rule the eCommerce universe. “Duh,” and fair enough. But there’s a story. Did you know that most of the traction gained by Amazon was primarily due to logistics and mobile?

Specifically, more people than ever subscribed to Amazon Prime this holiday season and almost 3/4 of Amazon customers shopped through their app. But don’t worry about having to go in-app, most shoppers still use browsers.

Logistics not only accounts for shipping to but returning from. For Black Friday in the UK, around £1 billion worth of goods is expected to be returned and eCommerce averages a general return rate of 15 to 30%.

Expand on this holiday shopping season

What is great about holiday shopping season in general is that it is merely a highly concentrated version of what is happening within the retail world at large. Whether you made it big or small, take the essence of what happened and expand it throughout the year:

  • Get your head out of the sand, it’s all going mobile
  • Advertise earlier but drive traffic toward the day of
  • Optimize your site for mobile
  • Improve your shipping AND return logistics, make this process easy as possible
  • Mobile wallets will continue to gain traction, look into them
  • Alibaba effectively created Singles’ Day, look into creating and promoting sales events of your own

With such a large network, there are bound to be a few great insights out there. Don’t keep them a secret! Add to the discussion and comment below!

Kyle Buzzell

Kyle Buzzell

Content Manager

Psychology, sales and now marketing…Kyle uses his background and love of writing to create informative, engaging content for Adcash.

Ecommerce 101: get ’em in with content marketing

Ecommerce 101: get ’em in with content marketing

Are you in the 10% club of content marketing?

You’ve set the foundation with your website in part 1, created and implemented your social commerce strategy in part 2, now it’s time to give your customers something to sink their teeth into by way of content marketing.

Content marketing, it’s nothing new or unique: most businesses are content marketing in some form. In fact, you’re in the 10 percent club if you’re not…and this 10% is not elite.

The good news? Whether using it as a direct response source or merely recycling ideas until there is no substance left, most of your competitors are getting it wrong and not doing it very well.

More good news: eCommerce is a content goldmine, your job is a lot easier. How-to guides, product demonstrations, comparisons and reviews, industry commentaries, you name it, it’s there for you.

While it possesses its intricacies, content marketing is not that complicated. Your goal: creating and promoting content that is informative and registers with your customers. One last thing…do not, under any circumstances, outsource at this stage! Let’s start.

Content marketing starts with…copy.

It doesn’t matter what your product or service is, you need content on your web pages. The balance between copy and images will depend on what and who you’re selling to.

Regardless of the balance, always start with copy and end with design. Remember the keyword audit you completed in part 1? The keyword will be the foundation stone of each page’s copy.

Stuffing is for turkeys, not your webpage: don’t do it. Weave the page’s keyword into your copy organically. Focus on what your customers will be focusing on — the content.

While unimportant to your page’s ranking, your meta description is essential for click-throughs. Provide a naturally worded meta description for every page, including the page’s keyword.

You’re an authority aren’t you?

You also need a blog and you need to post consistently. Hubspot suggests once per week, but the key is quality and quality is relative: what quality is for one group is junk for the next.

Do the groundwork: identify your buyer personas. How many are there, what are their interests?

The blog is not just a place to feature your product as the solution to their problems, it’s there to inform and even to entertain. Your domain authority will be a reflection of this and your industry authority.

One way to demonstrate your authority is to expand scope. The obvious is low-hanging fruit that most of your competition are already grabbing at, i.e. they only talk about what is directly related to the product.

A good place to start, you will eventually hit a content wall and fail to differentiate yourself. If you have buyer and industry knowledge, it should be easy to weave their interests into your content.

What interests your customers is what will get them to subscribe, return, and buy. Click To Tweet

In a green world, your content needs to be sustainable

Sustainability is to consume something in a way that’ll extend its life. It’s easier in the digital than the physical world and no other form of marketing will reach the sustainability of content marketing.

One of the reasons, evergreen content. This content is perennial, it isn’t focused on a trend or year. Whether written or visual, e.g. infographic, it remains relevant indefinitely.

It is important for two reasons. Directly, the longer your content is relevant, the more opportunities its subject matter will be searched for; the more it contributes to your authority.

Indirectly, it’ll provide more people to explore your site over the long-term, sign-up for your mailing list, and ultimately become customers.

Create a path that is easy to see…

You’ve got your buyer personas, you’re creating diverse content that is relevant, interesting and creating evergreen pieces as well. Traffic is great but you want that traffic to go somewhere…CONVERSION. When you drive, you are directed to your destination by traffic signals and signs.

Ask yourself, “What is their path to conversion and how do you best get them there?”

To answer this, you must map the buyer journey from beginning to end and what they will need from your content at specific points on that journey. Mapping your content to the journey helps you develop the relationship.

Your traffic signals? Your calls to action: every piece should have one. The CTA will depend on the piece’s goal. Common CTAs are to read a related article, sign-up for a newsletter, download a guide, and finally some call to formally convert.

Segment your visitors further. What channel did they come through? Are they new or returning? Have they indicated a deeper interest, e.g. downloading content. The first sincere step to conversion…giving you their contact information…get it with a newsletter sign-up form and use it responsibly.

If a tree falls?

In the digital world…NO, it won’t make a sound. Sorry, creating content is only 20% of your work. The next 80% of your work is promoting it. This is not a one-time deal. Your initial posts won’t get much traction and “initial” can feel like a long time. That’s fine. Don’t take it personally, it’ll take time to build critical mass. Produce and promote, rinse and repeat.

The primary promotion channels will be newsletters, social media, forums, post-to-post and guest posts. Remember the homework in part 2? Fuse your post and promotion schedules together. This series is about the nuanced; let’s look at post-to-post promotion.

You’ll get a lot of content while providing a nice promotion base for each article by breaking larger pieces into multi-article series. When promoting the series through newsletter, social media and forums, mention that it is the first in the series.

At the end of each article, encourage engagement and mention the following article. At the beginning of each, mention and link to the previous in the intro. When the series is completed, promote it as the complete series. You also have the bulk material for an e-book.

Your content marketing homework and what’s next.

Part 3 is now in the bag! That leaves one last article for the “Get ‘em in” portion of the eCommerce series. On to homework: create your buyer personas and plan four pieces of content around them.

It is likely that you’ll come up with more than four, but four are a month’s worth of content at a piece a week. We want momentum and rhythm, commit to getting at least two pieces out within the month.

Once the first four pieces are decided, fuse them with your posting schedule and schedule multiple for each. For example, the Twitter feed moves the fastest, plan accordingly. No newsletter sign-up form? Get your plug-in NOW.

And That’s a wrap! Part 4 will be on using an ad network to get ‘em in. Specifically, we will look at why they are important and what to look for when choosing an ad network partner. Let’s continue the good work. Talk to you soon.


With such a large network, there are bound to be a few great insights out there. Don’t keep them a secret! Add to the discussion and comment below!

Kyle Buzzell

Kyle Buzzell

Content Manager

Psychology, sales and now marketing…Kyle uses his background and love of writing to create informative, engaging content for Adcash.

Ecommerce 101: get ’em in with social commerce

Ecommerce 101: get ’em in with social commerce

Social commerce: your ecommerce bridge

You set your foundation in part 1, now let’s build on it. For most of us, shopping is a social experience and eCommerce…well, ‘it’s not so social by nature’. We need to bridge the on- and offline shopping experiences: enter social commerce.

What is social commerce? I can tell you what it is not, defined. Some confine it to the ability to buy within social media platforms. Others take a more liberal view and include using the channel as a conduit to drive ecommerce traffic in their definition.

Being confined is…well it’s confining. And if the concept of social commerce is in its infancy, the last thing we should do is confine it. Therefore, we will allow it to include any activity that uses social media as a channel to drive eCommerce, either directly or indirectly.

If shopping is a social experience, your online medium is social media. Click To Tweet

Why should you implement a social commerce strategy?

No one really knows if Google’s algorithm considers social media when ranking your page. We know that there is definitely an indirect connection: your social media presence and engagement drives users to your site.

Their overall on-site and in-page time pushes your authority upwards which will help your pages compete more effectively for the keywords you’re competing for which will help carry your pages and domain higher in the SERPs, so on and so forth.

The same is true for conversions. It may be different in Southeast Asia and may change for more developed economies as social commerce matures, but social media is not a direct conversion source…indirectly?

According to one study, 78% of respondents reported that companies’ social media posts influence their purchase decisions. Sharing is not just caring, it’s selling. Translation: if you’re not using social media, you’re losing sales.

But SERPs and conversions are obvious. The nuanced, subtle reason that you should be implementing a social commerce strategy is that you have control over your message in both content and frequency. Simple.

What to get right with your social commerce strategy

Many would have you believe that the success of the social media channel depends on the application of hard-to-grasp principles. It’s not complicated: understand the format, be consistent and engage.

According to comScore’s 2016 “Global Digital Future in Focus”, users are primarily consuming social media through their mobile devices. Obvious…yeah. The not-so-obvious? The feeds.

They’re vertical and encourage one thing: scrolling. That is partially why posts with images and videos have the highest engagement rates; our brains process visual information almost instantaneously.

While not every social media post you make needs to include a visual component, every substantive piece, such as “evergreen content” [discussed in Pt. 3] needs be coupled with a striking image.

But most importantly? Be consistent and engage. Post consistently and you create opportunities for engagement. Every increment of engagement decreases your degrees of separation from potential customers.

Tip: use either a manual-entry calendar such as Hubspot’s or an automated one such as Hootsuite’s (we use this).

Solicit engagement through questions, surveys, contests (even it just provides a small reward). Include social media buttons in your product listings, theme your products and post them on a weekly basis and…encourage conversations.

Use an RSS feed or similar service, and repost/comment on industry trends. Take a position and state it unapologetically: Be different.

Build your bridge tall and wide

This is what will set you apart from other brands that are afraid of being too different. Use discretion, but don’t base your communication strategy in fear…state your position and give your brand personality.

Customers are buying what your brand conveys as much as the products. Put your brand’s personality front-and-center and you will earn their loyalty. Don’t believe me?

Look at how Amazon stands behind their insane work culture in the name of getting your order to you with near-impossible speed.

The perfect channel for this is social media. Build the bridge now while others are taking the obvious route. How do you build it? Consistently. One stone at a time. And with the help of your customers.

Brands provide a safe medium through which customers can represent themselves Click To Tweet

Your social commerce homework…and what’s up next

You’ve made it past part 2. Congrats. Your homework is simple: research the demographics of social media platforms you are currently using or are interested in. It’s likely that you already have an idea of what your brand stands for.

Go a little deeper and think about your brand voice, its style of speech, how it sounds. When you’re posting and commenting, verbalize what you are saying to understand how others will ‘hear’ as they read to themselves.

We’re looking for authenticity and consistency: this will go a long way, especially when we go into content in part 3. Lastly, create a posting schedule, STICK to it and engage your customers…today.


With such a large network, there are bound to be a few great insights out there. Don’t keep them a secret! Add to the discussion and comment below!

Kyle Buzzell

Kyle Buzzell

Content Manager

Psychology, sales and now marketing…Kyle uses his background and love of writing to create informative, engaging content for Adcash.

Ecommerce 101: get ’em in with your ecommerce website

Ecommerce 101: get ’em in with your ecommerce website

Ecommerce is a reflection of its medium: low barriers to entry and a constant state of flux. Unfortunately, the available information requires an insane amount of time to implement and maintain, time you don’t have.

Besides, you can outsource most of that and you got into ecommerce to sell: that’s why we created the Ecommerce 101 series to give you the information that will give you the biggest impact for your time.

The series is split into the three major phases of ecommerce and will be further split as needed to keep it lightweight:

  • Get ‘em in
  • Convert ‘em
  • Get ‘em back

Consistently applied, the information contained within this series will leave your site punching above its weight class.

Anyone can use paid search and social to give their sales a temporary boost. You don’t want temporary, you want sustainable. Ecommerce is a reflection of its medium, and so should your cornerstone be…let’s start there.

 

The cornerstone: your ecommerce website

The asset that you have the most control over is your website. Naturally, you want it optimized for SEO, but you also want it optimized for your customer. What can you do now? Check your load time, check that it’s mobile, and make sure it’s well-spoken.

Load time

Load time will impact your eCommerce website’s revenue immediately but durably as well all because of one word…what do you think it is? Here’s a hint:

You have a little longer than the blink of an eye to load your page or it will be abandoned in two. Click To Tweet

Did you see it? It’s right there. That word is abandonment. Especially for eCommerce websites, load time tolerance is extremely low. In fact, 40% will abandon your site if it takes longer than 3 seconds to load.

Immediate impact to revenue? 40%…just from load time. Durable impact? You are unlikely to get an opportunity to make a second impression. That’s just what your customers will do and as your customers go so goes Google.

This is the SEO double bind: bounce rates beget lower SERP rankings which beget fewer visits which further beget lower SERP rankings…but enough of the begetting. You can recover but prevention is easier than recovery.

Besides, you will likely need to spend money just to recover the 46% who won’t otherwise revisit your site…just to give them a chance to abandon their carts. So, check your website’s performance and make sure you stay away from the Google kid’s table.

Mobile

In our article on mcommerce, we looked at how mcommerce is the new face of eCommerce. Check it out, it’s pretty cool. But enough shameless plugging; it’s here because the mobility of your eCommerce website will determine its future.

You should at least be aware of paid search and social, as well as ad networks. While they are channels to build brand awareness and conversions, they have something else in common: they are mobile channels.

More people are performing searches on their mobile devices than desktops; social networks are primarily comprised of a mobile audience, and ad networks are working hard to improve mobile ad targeting

…oh yeah, they are also becoming more comfortable buying from their mobile devices.

While comScore’s 2016 “Global Digital Future in Focus” demonstrates that the customer journey will continue to be multi-platform, it will also continue to move toward mobile. Your site will be found, validated, and purchased from mobile.

If your eCommerce website site isn’t mobile-friendly, it will make for an awkward, frustrating shopping experience and back to the Google kid’s table you go. Don’t go there, go mobile.

Keywords

Let’s finish with the most basic component of SEO: keywords. When they are searching for you…on their mobile devices, your pages need to be findable. Specifically, each page needs to rank for one keyword.

Otherwise, as Kissmetrics eloquently puts it, you will have keyword cannibalization. This is merely a rather gruesome way to say that the pages will draw from one another’s ranking power.

If you are producing content (covered a little later), such as a blog, make sure that the post’s keyword isn’t the same as another page. Remember, posts are pages too. Let’s go one level deeper down the keyword rabbit hole.

It doesn’t matter how high a keyword is ranking, if some heavies are trying to rank for it as well…move on. While I promised that your website will be punching outside of its weight class, a lightweight will not outpunch a heavy.

Compare domain and page authorities. It doesn’t matter how high a keyword ranks if you don’t have the authority to rank for it…yes, it is a cruel world, but better to deal and move on.

 

Your ecommerce website homework…and what’s up next

Forgot to mention, we have homework assignments. Don’t worry, they won’t take long and aren’t mandatory. Go to Hubspot’s free ranking website and plug in your URL: it will provide a simple overview of your site’s performance.

Lastly, perform a keyword audit of your site pages: for both cannibalization and competition. To the latter, Kissmetrics suggests Moz for comparing domain and page authority. What you do with that information is up to you.

What we want is a lean, streamlined, mobile, well-speaking eCommerce website: your foundation. As with boxing, it’s the foundation that matters most. Check your legs, make sure they’re solid.

Now that you have the foundation in place, we’ll move to part two of ‘Ecommerce 101: use social commerce to get ‘em in’. We’ll cover why it’s important and what’s most important to get right when using the strategy, hint: social media is not a direct conversion source!


With such a large network, there are bound to be a few great insights out there. Don’t keep them a secret! Add to the discussion and comment below!

Kyle Buzzell

Kyle Buzzell

Content Manager

Psychology, sales and now marketing…Kyle uses his background and love of writing to create informative, engaging content for Adcash.

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