With the holidays just around the corner, now is the best time to expand your product advertising in e-commerce, which includes Google Shopping campaigns. According to RKG’s Digital Marketing Report, these types of product listing ads consistently demonstrate improved conversion rates over other forms of ads, such as text ads in search.

Unfortunately, as the popularity of Google Shopping ads increases, so do costs per click. That means you’ll need to focus more on the setup and optimization of your campaigns to ensure they remain profitable while still targeting the right audience. Although product listing ads lack the option of traditional keyword targeting, they can still be optimized to help you maximize your ad campaign’s performance.

In this post, I’ll show you the five best ways to ramp up your returns in Google Shopping ad campaigns.

1. Master the Feed to Google

2. Create a Campaign Hierarchy

3. Give Shoppers More Buying Options

4. Make Improvements by the Data

5. Landing Pages Still Matter

Technology is the cornerstone of the future. We continue to think of its effects on the future of search, marketing, and even our own productivity. The digital marketing world needs to prepare for how technology will affect us in the future.

Here are some clever hacks to prepare your marketing efforts for what’s to come and boost your productivity in today’s digital world.

How Disruptive Marketing Will Affect the Future of Search
At Pubcon 2016 in Las Vegas, SEJ Executive Editor Kelsey Jones sat down with Geoffrey Colon, Communications Director at Microsoft, to talk about disruptive marketing and the ways it will affect search in the future.

Read More at Source – https://www.searchenginejournal.com/marketing-productivity-hacks-digital-world/178465/

When you hear the words “search engine optimization,” what do you think of? My mind leaps straight to a list of SEO ranking factors, such as proper tags, relevant keywords, a clean sitemap, great design elements, and a steady stream of high-quality content.

However, a recent article by my colleague, Yauhen Khutarniuk, made me realize that I should be adding “crawl budget” to my list. While many SEO experts overlook crawl budget because it’s not very well understood, Khutarniuk brings some compelling evidence to the table – which I’ll come back to later in this post – that crawl budget can, and should, be optimized.

This made me wonder: how does crawl budget optimization overlap with SEO, and what can websites do to improve their crawl rate?

First Things First – What Is a Crawl Budget?
Web services and search engines use web crawler bots, aka “spiders,” to crawl web pages, collect information about them, and add them to their index. These spiders also detect links on the pages they visit and attempt to crawl these new pages too.