Google’s AdWords & Analytics Changes for 2016

Bob Dylan famously penned and sang, “the times they are a changin” in the 1960s and if you had the chance to tune in to Google’s Ads & Analytics Keynote they would say that “the times have a changed again”. Today Google made several announcements regarding their AdWords and Analytics platform based on feedback from advertisers and their own data collection and interpretation.

 

How We Search in 2016

 

A dozen years ago everyone was on their desktop computers if they wanted to do some research or look something up on the internet. Today that is certainly not the case with over half of all internet searches occurring on a mobile device- tablet or smartphone- the majority of which originate from a smartphone. And not only are more searches happening on the go but nearly a third of mobile searches are related to location. Maybe Google is right that things have changed, that mobile has revolutionized the way we get our information and when we get our information. We are currently living in a mobile society and there seems to be no slowing down this mobile first world.

 

What Does it Mean?

 

Just because the world uses their phones more than their computers to search for things is that cause for a seismic shift in the way that brands and marketers approach advertising? To think otherwise would be a huge mistake, and once again Google has worked to make changes that will be more effective for everyone, both consumers and advertisers. The mobile and desktop user experience’s are vastly different and as such, what appeals to a user of either platform will change. The mobile user is often looking for something specific and actionable when they engage with a business online, in fact, 75% of people who search for a business go there that day. It is this user that can make the most difference and bring about the greatest ROI for a business.

 

What is Google Doing?

 

If we are accepting that the world has changed and we now live in a mobile-first society what can Google and advertisers do to become more effective at reaching their audiences? Google has begun to take steps to make it easier to reach and be more effective to mobile audiences. Reaching people at the moment when they want to interact with a business and in a way that makes it easy for them is the goal of Google’s latest set of changes to their AdWords and Analytics platforms. Without spoiling everything that Google is doing some of their major changes include the setup of the ads in Adwords. Headlines will be longer and there will be only one line of description for an ad, instead of the traditional two that everyone has grown so accustomed to. Additionally, the display network ads will look different across different devices, and retargeting parameters will be used to reach new customers with similar attributes. Analytics is also getting an upgrade with a new interface and the ability to work collaboratively with people at the same time. Both platforms are getting upgrades to their AI in hopes of making things more streamlined and easier to find useful information as well as direction. And what update would be complete without a facelift as both are going to have some new features, looks, and styles rolling out through 2016.

 

What’s Next?

 

I’m sure Google isn’t done just yet, in fact, they probably never will be. But it’s good to know that they are continuing to improve and create a better experience for both their users and advertisers. Whatever their next moves are I’m sure it will surprise and bolster the way in which their advertisers interact with and reach their customers. It bears worth repeating, “the times they are a changin” and it doesn’t seem like that will ever end.

 

Google Partners Connect Event

Yesterday 3PRIME hosted an event to view the live stream of Google Partners Connect. Many people showed up and were excited about the live stream. Check out the group selfie!

We all thought the live stream was starting at 11:00am then there was a 30 minute countdown, thinking there was delay then it was 11:30am and another 30 minute countdown began. Anxiously waiting we figured out the event was starting at 9:00am PDT which meant noon here on the east coast and everyone got a laugh out of that. The live stream was awesome and taught us a lot. Development for a business is key. There was a ton great information and plenty of interesting facts.

A well designed mobile website is getting more and more important!

  The grossest fact was more people own a mobile device than a toothbrush:

After the Google live stream we had refreshments and a Q & A. The Q & A turned into a group discussion that was very insightful. Everyone definitely learned something new. It was a great first event hosted by us at 3PRIME in our new office space. We can’t wait to host another event!

Check out the whole Google Partners Connect video below.

What to Ask When Evaluating 3PL Fulfillment Companies

Shopping for any business service is a high-stakes evaluation, especially one that affects the value delivered to your customers. For e-commerce businesses, one of the critical arteries supplying the lifeblood to your businesses is the choice of fulfillment provider. After all, the chosen fulfillment company will be responsible for receiving, storing, picking, packing, and shipping your product to customers. Essentially, your fulfillment company is responsible for ensuring that the value created by your marketing team, web developers, product engineers or procurement team, and customer service representatives, is actually delivered to your consumers in the expected condition, as fast as possible, without any flaws.

Red Stag Fulfillment an ecommerce fulfillment company that was born out of this exact situation. When the ownership of an e-commerce company spent years unable to find a high-quality fulfillment provider that cared as much about delivering value to customers as they did, the decision was made to attempt to build the fulfillment provider they could not find.

One of the tools used to guide the development of Red Stag was a checklist that had been developed by their e-commerce sister company, which served as a set of “interview questions” used to evaluate potential fulfillment providers. Having outgrown two e-fulfillment providers, the owners of the e-commerce company had become all too aware of terms such as “shrinkage allowance,” which are often hidden in the fine print of fulfillment company contracts. They had also experienced firsthand the repercussions of a lackadaisical workforce, long-term contacts, hidden fees, and security issues.

The Fulfillment Checklist is divided into two sections: The first section delves into questions related to “Reliability”, while the second section explores questions around warehouse “Security”.

There is no question about it – you must find a fulfillment provider that can consistently deliver high quality service, meeting the ever-increasing needs of your customers. In their fulfillment provider questionnaire, reliability is addressed by asking some critical questions:

  1. Do you offer an Order Accuracy Guarantee? – Are your orders guaranteed to be accurately picked 100% of the time?
  2. If you make an error on an order, will you pay an error penalty fee on top of correcting the mistake?
  3. Do you have a “no hidden fees” policy?
  4. Do you offer free account setup?
  5. Do you have a Technology Team available to resolve any system or technology issues?
  6. Do you have a policy on inventory shrinkage or damage?
  7. If any of my inventory is lost or damaged, will you reimburse me for the cost of that inventory?
  8. Do you offer an Inventory Accuracy Guarantee? – Is your inventory guaranteed to be 100% accurate 100% of the time?
  9. Do you offer an Order Processing Guarantee? – Is it guaranteed that 100% of your orders will ship on time? Even if there is a surge of orders?
  10. Do you have a backup generator so the facility and systems are always online?
  11. Do you have a no long-term contract agreement? – Your fulfillment provider is far too important to be tied to contractually if their performance declines.
  12. Is inventory received within one business day? – It does your business no good to strategically buy products that take days to make it into the live inventory shelves.
  13. Is Your Warehouse Operation Secure? – How often are issues of employee or external theft dealt with?

The second section of the fulfillment provider questionnaire is devoted to the security of their warehouse operations. Critical questions are explored in this section, such as:

  1.  Does your facility have a 24-hour monitored security camera system?
  2. Does your facility security system have multiple power source backups?
  3. Do you have website security with 100% uptime?
  4. Does your facility have 24-hour camera coverage of every square foot of operation?
  5. Does your facility have an individualized access control system with on-site management?
  6. Do you do full background checks on your employees?

These are just a sample of the many questions that you can ask your potential provider before making what could be one of the most critical decisions for your logistics operations. The fulfillment provider questionnaire is conveniently crafted in a PDF document so that you can easily download and fill out. To view and download the entire PDF, click here.

 

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Bio:
Jake Rheude is the Director of Business Development for Red Stag Fulfillment, an efulfillment company born out of ecommerce, and designed for ecommerce. When the owners of e-retail businesses could not find a high-quality fulfillment partner, the decision was made to build the ideal fulfillment partner themselves. The result was Red Stag Fulfillment, a company taking a new approach to the fulfillment industry and sweating the small stuff so that you don’t have to.