For our team to honour her life, we will be closed on Monday the 19^th of September. All services will reopen on Tuesday.  

Thank you.

The Eventure Team

The post Her Majesty Queen Elizabeth II 1926-2022 – State Funeral Monday 19th September appeared first on Eventure Internet.

What Does This Mean?

At this moment, Google is improving the Phrase and Exact match types to be a little broader with how they trigger search terms.

One thing is sure Phrase will somewhat “replace” the broad match modifier match type with Exact having close variants and having a bit more wiggle room with the search terms they trigger.

How does it Impact Us?

We see this as a positive change. Having four different match types to contend with can be pretty exhausting management, having to assess search terms for each match type, control the keyword bids, and improve quality scores.

Not only the slightly reduced workload for management of our clients, but it also will be interesting to see what impact this has on the search terms report.

For us, we’ll be going through all our client accounts and making the changes from broad match modified to phrase match to make sure we don’t lose any data and keep important keywords running.

Get In Touch

Are you interested in having the Eventure Internet team manage your Google Advertising campaigns?

Why not get in touch with us today to get started!

The post Saying Goodbye To Broad Match Modified appeared first on Eventure Internet.

Let’s take a look at some of the news coming from the Google camp.

What is Core Web Vitals?

Let’s hear what Google has to say about what Core Web Vitals are and how they play an essential part in your website;

“The Core Web Vitals report shows how your pages perform, based on real-world usage data (sometimes called field data). You can read more about this initiative on the Google Search Central blog. OPEN REPORT. Why page performance matters, longer page load times severely affect bounce rates.” Source – https://support.google.com/webmasters/answer/9205520?hl

Interestingly, Google is starting to emphasise page and user experience much more. This is something we’ve been imprinting in the websites we design for years and continue to do so. Nevertheless, it’s great to see Google taking note of the crucial aspects of a website from a more technical perspective, as opposed to putting the majority of time into their SEO and PPC channels.

How This Impacts Us

As always, we’ll follow Google’s guidelines and best practices to ensure all our clients comply with Core Web Vitals.

Although this is something we’ve done for years anyway, it’s making sure we follow and fall in line with Google’s advice and direction.

Get In Touch

Interested in having the Eventure Internet team manage and develop your new website?

Why not get in touch with us today to get started!

The post How Google’s Page Experience Update Will Impact Rankings And Sales appeared first on Eventure Internet.

Google have recently announced that they are already using HTTPS as a ranking factor with strong indications that this will become crucially important in the not too distant future.

First off, what is HHTPS – for non-nerds.

HTTPS is basically about securing a web page. It’s most commonly used on checkouts where important financial and personal information is being exchanged. It means that the internet baddies can’t steal your information as it’s passed back and forth over the internet.
So how does this work? Pages are secured by a piece of technology called a security socket layer, or SSL for short. Anyone with an e-commerce site is likely to have already bought an SSL. Instead of being attached to just a section (the checkout) of your website, it now needs to apply to all pages to ensure that everything is secure.

Do I need to do anything?

In short – no. You don’t have to do anything at this point. The world will not stop turning if you don’t act now. However, when the guys at google say jump, we reckon it pays to at least hop a little.
It’s not a huge ranking signal at the moment and most web users won’t even know it’s an issue. But it’s an issue that isn’t going to go away any time soon – if you are planning a new website in the next 12 months, then perhaps you should consider waiting. But otherwise, we suggest doing it now is better than waiting – with Google baking this notion its importance as a ranking signal is only going to increase with time.

Ok – I want to upgrade. What does it involve?

Depending on what you currently have in place, it’ll either be an upgrade or purchase of a security certificate that can cover your entire site. On top of that, unless you are a hard core nerd, you’ll probably need a little bit of development work to make sure it’s implemented correctly.
For further help or you just want to ask about how important this update is now or in the future, we’re just a phone call away.

The post SSL Upgrade appeared first on Eventure Internet.

“It is not enough to do your best; you must know what to do and then do your best”
– W.Edwards Deming – Statistician

Anyone using Ebay as a selling platform, whether as a standalone activity or as an integrated part of a multi-channel campaign, will have felt the ups and downs of the past years changes. Big updates to the eBay search algorithm (Cassini) were followed by Google algorithm updates that have been a double whammy for some merchants.
So, what should you be doing to ensure your eBay listings perform as well as they possibly could do? The answer to that is not particularly ground breaking – it’s effectively doing what all search engines (yes, eBay is a search engine) like you to do. Provide clear useful and original content and worry about users above all else. Yes, there are a few technical considerations and marketing basics to bear in mind, but as long as you consider your target personas, the rest boils down to good customer support.

What Are Personas?
Marketing personas are the types of people that will be viewing your content. You may have several personas all at the same time that you need to cater for – in multichannel marketing, there are even different personas applicable to different channels.
A persona is effectively a typical customer – by understanding what they are, you are more likely to get the outcomes you want. You need to consider that a young male professional who is tech savvy and short on time, is likely to require a different level of detail, pitch and tone of content compared to a married fifty something lady who is price conscious but appreciates quality.

Cassini In A Nutshell

Cassini is the name of the search algorithm that now powers eBay. It rewards quality information and restricts merchants listing irrelevant products that do not sell. Just like Google, (and partly because of them) they have tackled the issue of thin content and the need to improve their service in the mobile era with sweeping algorithm changes.

Listings Basics

Getting your listings right are a must, you need to take time over it and fill out as much information as possible – don’t skip any of those fields even if they’re not required. And don’t get too smart with keyword tactics or alternative categories – A spade is a spade, not a “digging tool” and when it comes to colours think like your typical male. Red is red: It is not Rose, Scarlett, Rouge, Strawberry or any other exotic colour – people search for base things and they will not cry foul if your Sky Blue dresses are categorised as simply blue.  Use popular, and accurate keywords in Titles and stop keyword stuffing.
Check your listings against these points and uncover opportunities to improve your performance.
•    Use accurate, useful & popular titles
– Check the most important part (keywords) of the product title at the start
– Popular searches can be found by using eBays autocomplete tool for inspiration

•    Ensure you have the best product images possible
– Don’t watermark images if possible.

•    Complete all information possible for listings
– Do not leave any blanks

•    Use Accurate Standard Categories as much as possible (no category stuffing!)

•    List Items using Standard Filters (ie Red not Rose) whenever possible
– Avoid “Not Specified” at all costs.

•    Provide Free Shipping

•    Reduce shipping times to their minimum

•    Feedback suggests (but it is not conclusive) that 30 day listings rank higher at the outset however also consider the following tactics
– Test/Experiment with different listing types
– Use 30 Day Listings for new or averagely selling products
– Use Good Till Cancelled on quick/high selling products

Cassini Listing Principles

Like all search engines, eBay wants its search results to be good. They want to give their users products that they’re likely to want to buy – this isn’t altruistic behaviour. eBay only gets paid, when items are sold – it is common sense then, to display the bestselling products more prominently.  If products keep on appearing but rarely sell, it’s bad for eBay, bad for users and ultimately, bad for those merchants responsible for them.
Counterintuitively for merchants that have been selling on eBay for a long time, having your products show up a lot is not necessarily a good thing. Cassini rewards merchants that sell often – so only list items that sell. Of course, having good listings, in the right categories increases the likelihood of selling – as do free shipping etc.
•    Products with a low click through rate will appear less often
•    Popular products appear higher
•    Feedback makes a large impact on rankings.
•    Products should be organised in to the correct category

Get Your Listings Pages & Stores Right

All websites should work well on mobile, and eBay is no exception. Stores and listings pages with a lot of HTML in them, load slower and generally can provide a poor user experience. It is suggested that when crawling a page listing, Cassini will stop if it comes across a lot of HTML. It means less of your information is indexed and therefore it becomes less relevant for many keywords.
Therefore, strip out as much unnecessary HTML as possible – still provide plenty of information but keep the fancy stuff out.

The Big No-No

Keyword stuffing

Stuffing keywords into titles and product descriptions is lame, out of date and has no place in any search engine marketing strategy. Don’t do it – eBay doesn’t like it & users don’t benefit from it.

Things To Think About

Market Your Products With Purpose

Free shipping, 25% off, free extras – all of these things are traditional marketing tactics that aim to increase conversion rates. With Cassini rewarding merchants that have popular selling products, maximising your conversation rates has a compounding effect on transactions.

Mix it Up With Auctions

If you have all fixed price listings, add a few auctions of items to generate additional traffic. The ratios can be very long – as much as 2000:1 on fixed price to auction. Start at a penny with no reserve and take the hit on profits if needs be. Of course, don’t sell particularly valuable items that way, but it is a way of generating additional traffic (of high commercial intent) to all of your products which will be given a boost by Cassini.
Learn More

The post eBay Search Algorithm Cassini – Best Practices appeared first on Eventure Internet.

The History

When Google started its shopping search engine, it was called Froogle: A name which many in the industry still use – old habits die hard and all that. It’s changed a lot over the years but the premise has been simple – Merchants products were displayed in the SERPs (Search results) to help users find the products they want and navigate to the websites where they could buy them. Google created these listings using their normal crawls or even better, by using the product feeds submitted through Google Merchant Centre. Most importantly of all though, it was all for free!

So What’s Changing

First off, it’s now referred to as Google Shopping (and has been for a while in the UK) But the most important change is that these free listings are being discontinued. Merchants that don’t pay for it, won’t have their products listed. Simple.

Also, (and this is the bit we’re excited about) advertisers are going to be able to provide data feeds or product listings through Google AdWords. For those that are on the ball, it’s more or less how Product Listings currently work. However, Merchants won’t bid on particular keywords but rather bid how much they’re willing to pay, if their listings appears and get clicks or produce sales. Getting to the top will depend on a combination of perceived relevance and bid price – basically Adwords on steroids.

Google also says the new Google Shopping listings will be able to show if merchants have any special deals or offers — these can also be sent within the merchant’s data feed. If that doesn’t get you excited, you don’t get to join our nerd club…

Why Is It Changing

Google say, the quality of data in Google shopping is generally low, and that makes life more difficult for their users. Shifting to the new model is a simple way of stripping out the junk information and spammy listings. It’s also aiming to give savvy e-commerce marketers a hell of a lot more control in getting products displayed.

However, any half-awake cynic would suggest it’s about money. Like with most successful web based giants, we all get hooked onto a free service before we’re forced to pay for it. Usually it’s a bit more subtle as to how we remunerate for the service (eg we give Facebook our personal data and Instagram our images) but in this instance, its cold hard cash that’s the currency. For many, it’s not really practical now to go cold turkey.

What You Need To Do

There is always the option to walk away of course and stand up to these awful corporate giants and not give them a penny: And good for you – fight the system! But the reality is, Google Shopping still represents an important sales channel and serious merchants need to get themselves in order.

Note: If you are already on the Eventure Marketing Program and using adwords, you’re in the clear! Sit back and enjoy the show. We will manage your budgets accordingly and suggest increases in ad spend as applicable.

To keep your products showing, you will need to do two things. Create a well formatted product feed or listing and create an Adwords account as well as preparing yourself for an additional outgoing. If you want to read more about it then have a look at the adwords blog post ‘Google Shopping Goes Global‘, it’ll give you all you need to know.

I Can’t Do That, We Hear You Cry!

If you aren’t technically minded or your are prepared to let someone else do all the heavy lifting, you should contact your closest friendly e-commerce specialists who will need to be able handle both feed creation and Adwords account management. This is most easily done by ringing the number at the top of this page or filling out the form at the bottom of this page.

Whatever you choose to do, you need to act now. Changes are being gradually rolled and by June, the old system will have disappeared for good.

Questions or comments are open below if you need to know more or want to share your thoughts…

The post The Essential Guide To Google Shopping Changes appeared first on Eventure Internet.