July 1st, 2013 § 1 Comment
I’ve been at an Ecommerce company for three months now, and (as well as being a sea change from agency life) I’ve got to widen my skills a bit and get involved in more than just SEO. That’s meant a learning curve to some extent, but I’ve come across some pretty good tools and resources that anyone in-house (in whatever capacity) might find useful.
Adwords – It Keeps Changing To Keep You On Your Toes
One of the first things I had to do was get up to speed with Google Adwords. I used to manage several accounts three years ago before I went to work at Bronco, but a lot’s changed since then! Not only are there product listing ads and remarketing, Google are turning everything into an Enhanced Campaign on the 22nd of July. All these new things and impending changes had me turning to the web for advice, and one blog I’ve found absolutely invaluable is PPC Hero.
Pretty much every query I’ve had has been answered by this site; it’s a goldmine of tips and walkthroughs of the whole Adwords system. Of particular interest at the moment is their post on Enhanced Campaigns – a must-read for anyone managing an Adwords account.
Split Testing – Because I Can
One of the great things about being in-house is that I have direct access to the site’s back end and can change whatever I like*. I wanted to get more involved in conversion rate optimisation and making the most of each visit, so I signed up with Convert.com.
There may be other, better-known conversion software out there, but I really am struck by the simplicity and ease of use of Convert.com and something would have to be pretty good to lure me away.
Marketplaces – If You’re Not Doing It, You’re Doing It Wrong
This is a bit outside my day-to-day remit, but I get to see the results of our work with ChannelAdvisor and all I can say is: if you’re an Ecommerce site and you’re not using Marketplaces like eBay and Amazon, you’re really missing out. It’s not the easiest thing to set up – you need to make sure your product data is formatted correctly and contains lots of lovely information, but the work is completely worth it for the customer base that’s suddenly opened up to you. ChannelAdvisor is extremely powerful and a sure-fire investment for anyone selling online.
At the risk of ending this post on a blogging cliche, what are your favourite eCommerce tools or resources?
*within reason. Sometimes I have to ask the developers or they get mad.