As online retailers and markets continue to diversify different aspects of their marketing mix, understanding how to make the most of Autorun tools is critical to improving performance and enhancing transparency. In this question and his answer, Dan Chorlton (in the picture below), co-founder and CEO, Goa Marketing, Explains how his company helps companies like notonthehighstreet do so.
RetailTechNews: Can you explain how GOA works with retailers, such as notonthehighstreet?
Dan Shorelton: GOA is working on a number of key tasks, but it takes time, such as budget monitoring. Before GOA is applied in place, the maximum daily budget is multiplied regularly in the afternoon, which means losing traffic later in the day. In terms of transparency, with GOA there is no need to rely on high-level improvement schedules or records. Inside the GOA, you can see exactly what he did in the calculation, when he did it, and what effect he had on performance. GOA has no black box, meaning everyone understands the entire account, because everyone has access to the same information and data.
In terms of improvement, GOA immediately reported on a number of areas where changes were needed to make calculations work better. These included: investing more in Google Shopping ads, restructuring accounts, improving match types, and improving bids. The immediacy of this information means that missed opportunities are quickly captured. It took more than 100 hours to find these problems manually, during which we lost traffic and sales.
With retailers identifying the priority of internal talent, how does GOA work with internal customer teams?
GOA puts internal teams under control and provides a complete vision of performance. This allows real-time account optimization, with emphasis on the most relevant areas of internal business objectives. GOA also provides the capabilities to integrate advanced data sets, further enhancing the performance of paid search activity.
Why are retailers seeing a rise in all or part of their ads? How will it help them attract customers better?
Consumer expectations from retailers have changed significantly over the past few years. Specifically, brand loyalty diminishes and real-time product information is required. For retailers, this means that the marketing strategy must be largely consistent with the ever-changing requirements of consumers, which are constantly monitored, improved and creative.
The problem lies in doing so through partners in the need for a constant flow of data, continuous communication, and a 24 hour presence. In-housing opens a range of opportunities, such as working with new technologies, such as GOA, which reduces the burden on people and frees up time to work on things that can not be as automatic as creativity.
It's not about what your partners can not do, but what teams within your company can add to marketing optimization and track down from there, which is different for each business.
With retailers willing to get a better grip on techniques such as AI and automated learning, is Paid Search still an important place for innovative retail stores in e-commerce?
Until consumers stop searching, paid search will continue to be necessary for retailers. Automated learning is already prevalent and provides outstanding brand performance. Significant progress is being made towards Ai marketing industry, but it is not prevalent at the moment and will not be for a while. Even if he did artificial intelligence Become a reality In the mainstream, it will take time for consumers to trust those sources; there will be a long process of consumers using both.
How do retailers adapt to ensure they are centralizing customers?
Ultimately, all retailers are first customers, and this is something that must be understood in all businesses. When it comes to technology and marketing, we helped GDP because it determines the basic rules for how data is collected and used. Once you have a working culture, appropriate technology, the consumer can not be anywhere other than the center.