The COVID-19 pandemic has pushed eCommerce traffic to record levels. As more consumers elect to forgo crowded stores and do most of their shopping online, according to at least one survey, experts predict unprecedented eCommerce growth this holiday season.
Logical Position is a digital marketing agency headquartered in Lake Oswego, Oregon, and we are proud to be recognized as Microsoft Advertising 2019 Global Channel Partner of the Year. As we head into the 2020 holiday shopping season, Logical Position is working to help our clients create successful shopping campaigns by integrating Microsoft Advertising Shopping Campaigns into their digital marketing strategies.
Effective results in three quick steps
Many companies already use shopping ads to drive high-quality traffic to their product pages on their website. Microsoft Advertising Shopping Campaigns work the same way by targeting high quality traffic on the Microsoft Search Network. With one out of every three desktop searches happening on the Microsoft network, companies that don’t take advantage of these powerful tools leave money on the table.
The Logical Position in-house paid search teams get our clients started on the network with three quick steps.
Step 1: Set up Universal Event Tracking (UET)
These tags allow users to monitor website conversions. It’s critical to install these tags and verify that they are working correctly well in advance of the holiday season. Read our UET guide here.
Step 2: Create the Microsoft Merchant Center and import product feed
The Microsoft Merchant Center is the hub for Microsoft Shopping Campaigns. Within the Merchant Center, sellers create a data feed containing the relevant information for all the products they feature online. If a seller already uses Google Shopping, they can import their existing data feed directly into the Microsoft Merchant Center.
Step 3: Duplicate existing campaigns with the Google Import tool
Sellers don’t have to reinvent the wheel on Microsoft Advertising Shopping Campaigns. Logical Position uses the Google Import tool to import existing campaigns and ad groups directly into their client’s Microsoft Advertising account. After completing this step, sellers are ready to market their products to buyers on the Microsoft Search Network.
Whenever possible, Logical Position account managers utilize the Promotions feature to convey sales to potential customers. This tag calls attention to a price drop, bundle, or special offer like free shipping which helps products stand out against competitors.
Use every tool available
With so much uncertainty in the market, many sellers are counting on this year’s holiday season to carry them into the new year. At Logical Position, we’ve found that businesses who utilize Microsoft Advertising Shopping Campaigns are able to take advantage of a host of tools designed to optimize campaigns, bring in desired profit, and see an immediate boost of relevant traffic to product pages. That’s why we always recommend Shopping Campaigns to help our clients thrive in a challenging environment and give them the competitive edge they’ll need to succeed.
About the author: Cameron Marsella is an enterprise search team lead at Logical Position, an Inc. 500 company headquartered in Oregon with offices nationwide. The agency offers full-service PPC management, paid social management, SEO, and website design solutions for businesses large and small, and was ranked as the third best place to work in America by Inc. Magazine.