I love online shopping. In fact, online shopping is almost the only way I shop. And I’m not alone. In 2019, there were 263 million digital buyers in the U.S. By 2024, this figure is projected to increase to 282.7 million online buyers. As a marketer, these figures prove that businesses should invest in Google shopping ads. Google shopping ads, the ads that appear on the search engine results page when someone is searching for a product, can be confusing to set up. In this post, we’ll review how to structure your Google shopping campaign and the top strategies that’ll drive sales. If you want to set up Google shopping ads, you might be wondering, “Which campaign structure should I use?” and “What’s the difference?” Below, let’s discuss the two different methodologies behind a Google shopping campaign structure. Featured Resource: Google Ads Planning Template Download this Template While setting up Google Shopping Ads campaigns sounds complex, using a planning template can make it easier. HubSpot’s Google Ads PPC kit will help you determine what your bids should be, set up and optimize your budget, find new keywords, and optimize your campaigns. 1. One campaign and one ad group. The simplest way to set up your Google shopping campaign is to use just one campaign and one ad group. When you first set up a Shopping campaign, you’ll have one ad group with one product group called “All products,” which will include your entire inventory. This is a great approach if you want to run a straightforward campaign, without using complex optimization techniques. However, if you want to customize your bid based on which products you’re selling, then this approach isn’t for you. 2. Several campaigns with varying campaign priorities. Instead of running one campaign with one ad group, you can run multiple campaigns and prioritize them based on your bidding strategy. For example, you can set up a campaign targeting unbranded keywords by using a negative keyword list that includes your brand’s name. You might choose to have this campaign be a low or medium priority since the searchers who aren’t using branded keywords are in the beginning stages of their research. On the other hand, you can set up a second campaign targeting branded keywords and setting a high priority because these users are further in their buying journey and more likely to convert. By using several ad groups, optimized with negative keywords, you’ll have more control over the search terms that your product shows up for. However, it’s important to note that you can’t choose which keywords your product shows up for. You can optimize your campaigns with negative keywords and customized bids, but you can’t choose the keywords you want to target. Additionally, you can also set up different campaigns for different product groups. Again, you can decide which campaign is a high priority and which one is a low priority depending on which products you think will convert more. Although this method gives you more control, it requires more strategizing and organization in the planning phase. Plus, what works for one company, might not work for another. This means that you’ll want to test and see what works for you. Once you have a good idea of the campaign structure you’re going to use, it’s time to strategize. Below, let’s dive into the top Google shopping ad strategies that’ll help you develop a campaign that drives sales. 1. Create customized campaigns using negative keywords. When you create multiple campaigns, you can divide them into high, medium, and low priority. One strategy is to use several campaigns with varying priorities to target certain searches. To do this, you’ll need to develop a negative keyword list for each campaign so you can control which searches your product shows up for. This might mean that you develop a campaign for more generic searches versus high intent, branded searches. With this strategy, you’re going to want to think about which searches are more likely to convert versus those that aren’t. 2. Consider your pricing. With Google shopping ads, your ad is going to be competing with several other products. That’s why it’s important to consider your pricing. In the example below, you can see the Google shopping ads that showed up for the search “Fabletics leggings.” While most of the products are Fabletics, there are a few from other brands. You can see Fabletics leggings priced around $45-60, however, you can also see Old Navy leggings for $28 and SHEIN leggings for $10. Price can play a large role in the purchasing decision, so it’s important to keep your prices competitive to increase your sales. 3. A/B test your campaigns. When you’re devising any new strategy for a marketing campaign, it’s important to A/B test. With Google shopping ads, you’ll probably try a few different techniques. You might want to test different ad groups, priority settings, bids, or negative keywords. Additionally, you can also test which product groups and product pages are more likely to convert. With Google shopping ads, it’s important to find the right balance between your campaign structure and bidding strategy. To improve your sales, you should run A/B tests to see what works for your company and what doesn’t. 4. Optimize your product pages. Not to be redundant, but keep in mind that your Google shopping ads won’t target specific keywords. This makes it even more important to optimize your product pages so you can signal to Google which keywords your product should show up for. To do this, you should use keywords in your product title, page title, meta description, image alt text, and product description copy. This will help Google decide when to show your product. 5. Split your ad groups by product. One strategy you can use when you set up your Google shopping campaign is split your ad groups by product. For example, perhaps you want to group certain products together. Let’s say you sell scrunchies and wine, like Kaitlyn Bristowe.

Email marketing is a key component of any successful marketing strategy — in fact, email marketing provides companies with a potential ROI of $44 for every $1 spent. In particular, email newsletters are an essential way for your business to keep your subscribers up-to-date with relevant information, and ultimately drive more leads. Newsletters give marketers the ability to capture email sign-ups through form submissions, and nurture leads. If you have a blog, you’ve probably sent newsletters to notify subscribers about new blog posts. Alternatively, perhaps you’ve used newsletters to send business-related information to your subscribers. Anyway you slice it, newsletters help you keep your contacts engaged with your business. An email newsletter tool is essential, since it allows you to beautifully design a newsletter email, deliver the email to your subscribers with features such as A/B testing and smart content, and monitor and analyze how the newsletter performed. However, not all email newsletter tools are created equal. With differences in features, pricing, and availability, choosing an email newsletter can be hard — especially with the number of options available. Additionally, newsletter tools differ in how much of the customer journey they can cover. Ultimately, when choosing your email newsletter tool, you’ll want to ensure the tool matches your business’s goals — which is why we wanted to take out the guesswork, and highlight the top email newsletters out there for your business. Best Newsletter Software 1. HubSpot’s Email Newsletter Tool Designing, sending, and analyzing email newsletters has never been easier with the HubSpot Email tool. HubSpot offers a drag-and-drop email editor so you can easily create a polished email newsletter that you can personalize to fit your brand’s design without needing a designer or IT professional. Additionally, you can experiment with smart content rules, personalization, A/B testing, and advanced reporting — ensuring your email newsletters are optimized for your business. You can also see who’s engaging with each newsletter email and when, what device they’re using, the most popular links and documents, and more. You can use these insights to design tests that will take conversion rates to new heights for your business. Ultimately, what makes HubSpot’s Email tool so exceptional is its ability to pair with HubSpot’s free forms tool to easily collect email leads, as well as HubSpot’s free CRM to give you insight into how your marketing emails are performing. For example, you can use an email subscriber’s lifecycle stage, list membership, or any information in their contact records to automatically serve up the most relevant subject lines, content, links, attachments, and calls-to-action. HubSpot’s email tool starts free. 2. Benchmark Benchmark offers the ability to easily create email newsletters via drag-and-drop functionality, giving non-technical marketers the power to create beautiful newsletters. There’s also a good selection of newsletter templates that you can choose from in the Benchmark template library. Some of Benchmark’s most valuable features include detailed analytics on how each email campaign performs, A/B split testing to ensure you’re sending the best emails, spam testing tools that ensure your emails get to inboxes, responsive designs and templates, list segmentation tools, and auto-responders. Benchmark is free for up to 2,000 subscribers, and lets you send up to 14,000 emails per month. Image Source 3. GetResponse GetResponse offers features that become available as you need them, from a range of starter features all the way to enterprise features such as webinars and landing pages. Hosting landing pages in GetResponse will further enable you to capture email subscribers for your newsletter. GetResponse also allows you to create well-designed email newsletters with their drag-and-drop email editor, segment contacts tool, campaigns creator, and A/B testing tool. With a ton of templates to choose from, you can create an email to match your brand, and send emails more efficiently. GetResponse does not offer a free tier, but they have a 30-day trial, and pricing starts at $15 per month. Image Source 4. SendInBlue With SendInBlue, you don’t need technical skills to create well-designed email newsletters. The drag-and-drop functionality, HTML editor, and expansive template gallery gives you the tools you need to create stunning emails. You can personalize the design of your newsletters with easy builders, choose the form fields for your subscription form, and design many ways for your visitors to opt-in. SendInBlue has a robust automation pipeline, allowing you to send different emails based on specific actions taken by your contacts. However, SendInBlue does not have a CRM, so it’s not the best option for scaling teams. SendInBlue lets you send 300 emails per day (6,000 emails per month) for free, and pricing starts at $25 per month for 40,000 emails. Image Source 5. Mailjet Mailjet offers email solutions for fast moving teams, especially in Europe, and great scaling opportunities for larger companies. The service is keen on being developer-friendly with a powerful API solution for engineers to build on their email platform. One appealing feature of Mailjet is the ability to create dynamic content that is personalized for each recipient based on data such as name and location. If your team demands email newsletters be built together and reviewed often before sending, Mailjet’s collaborative tools make it easy for teams to work together on emails. For example, you can create a draft of your newsletter in Mailjet, and your teammates can suggest edits before it’s sent — all within the app. Mailjet gives 200 emails per day (6,000 emails per month) for free, and pricing starting at $8.69 per month for 30,000 emails. Image Source 6. MailChimp MailChimp offers a free email marketing service with a large selection of templates to choose from for newsletters. MailChimp is ideal for small and medium-sized businesses looking to get their feet wet in email marketing, but is not suited for scaling teams since it lacks powerful automation and segmenting features. MailChimp is a valuable tool nonetheless, especially since its free plan generously offers up to 12,000 free email sends per month. You’ll also like the variety of newsletter templates that MailChimp offers,

Did you think PageRank was dead? If so, you were wrong. PageRank is very much still alive, yet not discussed in the SEO community as much as it once was when we had the toolbar. In this guide, we explore what PageRank is, how it works and take a look at the factors which influence it, as well as why it still matters in 2020.