We know the sector widely due to our diverse experiences with all types of companies and entities related to tourism.
We manage campaigns in multiple languages (Spanish, English, French, German, Italian, etc.) and multiple countries (Western Europe, Eastern Europe, LATAM, USA, Middle East).
We are specialists in the best platforms to get the most out of digital advertising investments (Google Ads, Facebook, Kenshoo, Criteo, ...)
on Online Marketing for eCommerce
My experience with COPA AIRLINES
In Google, I helped Copa Airlines to monetize its million-dollar investments in SEM in America thanks to profitability analysis and support in market optimization strategies. P>
Toni Fernández CEO at VIVA! Conversion
My experience with FARMASOLER
Before arriving to VIVA! Conversion, this online pharmacy managed in-house their campaigns until they decided to trust us. In less than a year we have managed to reduce the conversion cost by half and multiply the number of sales by 5.
Amparo Domingo Account manager at VIVA! Conversion
My experience with Ecommerce
The main challenge with an eCommerce customer with a European focus was to maintain the number of conversions and reduce the CPA up to 40% of their investments of hundreds of thousands of euros per year. Using different bidding and remarketing strategies, we achieve the goal and focus on growth opportunities for the business. P>
Verónica Calzada Team Leader at VIVA! Conversion
Find out how VIVA! Conversion can help you
We solve your concerns about Tourism and Digital Marketing
Overtake your competitors
A close follow up to your competitors allows you to stand out and overtake them.
Ecommerce has never been as competitive and exciting as it is today. Because there is a high level of competence, we need to know what your competitors are doing on the digital space.
This kind of investigation is not a job that is done once and then forgotten. You need to stay on top of it and monitor what is happening and what competitors are doing.
Some questions to ask are:
- What keywords are your competitors bidding on?
- Which platforms are they investing on?
- How different are their prices?
- Do they have special offers or discounts?
- Are they using customer retention platforms?
- What do their customers think about them?
- Do they have differences to you in terms of Customer Service?
- Is their product catalogue more diverse?
- Which are their USPs?
- Which is their Impression Share on search results?
Impact your different buyer personas
It is not the same to do campaigns to punctual customers than to brand lovers, nor to regular season than to special dates like Black Friday.
The knowledge of the segment you want to impact is fundamental for your paid media strategy. This is what will really allow you to focus on the right clientele. We have to impact potential clients in a closer way, solving their specific needs; It is not worth a general communication, if not the opposite: hyper-segmented communication.
So, for example, for the professional or corporate buyer, you have to know what kind of needs they are looking to cover for their own customers, what are their needs for shipping times, stock availability, guarantees, etc. Know how to appeal to the the right type of buyer, will improve the quality of the visitors and therefore, the purchase rate and turnover volume. An end user will be more interested in the delivery time, the ability to return a product at no cost, or change it.
Understanding, to whom you have to impact, will help to adapt the urls to which the campaigns are destined to that type of visitors, as well as to define the benefits that initially engaged them.
Fight Market Places
Better strategies against new players and other business models
Many companies want to increase their sales through the direct channel. They want to have qualified traffic to their website to increase the possibility of getting more customers and get better margins. However, a key aspect to get qualified and profitable visits to a website is, without a doubt, the strategy: a detailed analysis of the sector, knowledge and monitoring of the competition and an impeccable execution.
To achieve an effective strategy you should seek to enhance what makes your ecommerce different from other marketplaces or ecommerce sites. Therefore, ads should be attractive highlighting your differential values.
Business models based on ecommerce have the chance to internationalize in nearby countries, faster than traditional businesses.
However, it is not so simple and requires multiple things to control, both from the operational point of view and from the marketing point of view.
Therefore, it requires tactics to generate brand awareness as well as performance actions. Performance in a country could not happen in the same way in the rest of countries, mainly due to the fact that buyers have different behaviours and require different promotion and confidence-building actions.
Having an specialist company in Paid Media generates security from the point of view of international expansion, since such expansion usually requires high investments in digital advertising.
Techniques to have in mind for ecommerce
Google Shopping Campaigns
A winning structure for shopping must be one that allows managing business needs in the best way possible, while easy to manage and scalate.
This is why the separation of Shopping campaigns into different product brands, product lines with different objectives, seasonal products versus "always-on", etc., must be created having the business objectives in mind.
Also, negative keywords management is critical to have a proper Google Shopping investment.
Los datos nos permiten conocer cuando ciertas marcas o líneas de producto venden más y cuando las ventas comienzan a bajar. ¿Hay ciertos días de la semana que convierten más que otros? ¿Hay algunas horas mejores que otras? Toda esta información hay que analizarla para rentabilizar al máximo las inversiones en publicidad digital y que se optimice la estacionalidad.
Measuring the key objectives of the company is critical to hav profitable e-commerce businesses. Depending on the maturity of the company and the business stage, it will make sense to focus on one KPI or another. These KPIs can be some or a mixture of several among which we find: Income, number of transactions, ROAS, Net margin of the transaction.
Other KPIs can be Average Ticket, Cost of acquisition of a sale, Cost of acquisition of a new customer, Frequency of purchase, Value of the client throughout the life as a client, etc.
The high volume of eCommerce products and competitors, makes campaign management, and profitability of each product more complicated every day. That is why it is critical for ecommerce businesses to use optimization tools that make it easier to deal with all that complexity.
These tools are of different types such as Kenshoo, Spaceboost, Optimize, etc ... The tools require a high level of knowledge of advertising channels to maximize the investment in these. p>
To know if your campaigns are profitable, you will need to know first how much you sell, what you sell and how much money you make. All this information has to flow from your website, to the different tools that we use to advertise on the Internet.
From VIVA! Conversion we take care of tags implementation in your web page, through the tag container of Google, Tag Manager. We also support all those ecommerce that prefer to insert their own tags in the code of the page. A tag management system allows you to easily and quickly update tags and code fragments of your website, or mobile applications, such as those used for traffic analysis and others used to optimize marketing campaigns.
Merchant Centre Google Shopping
Merchant center management is a common source of errors. These errors directly impact the exposure of products in channels such as Google or Facebook and therefore sales.
An efficient Merchant Center management is capital for the ecommerce success. There are multiple tools that allow you to correctly manage product catalogs (PIM Software Solutions).
This is an essential tactic for ecommerce. There are different specific Remarketing platforms like AdRoll, Criteo or Sociomantic. However, Google and Facebook are also very powerful platforms for remarketing. All this implies having a high technical knowledge to get the most out of it.
In addition to technical knowledge, a good remarketing strategy together with an appropriate creativity, will allow ecommerce to increase the income of electronic stores by convincing visitors, new customers or former customers to buy more. p>
Keywords: Long Tail
In eCommerce, you need to manage long tail keywords properly. Increasingly, users are more informed and they search with more level of detail or even with voice.
That is why ad campagins have to respond in the best way to those searches, which may include the specific name of the product and even specific features such as color, size or accessories.
In Google Shopping, keywords are worked in a different way, since ads are shown based on products and not based on keyword management like in search campaigns. That is why you have to work extensively on negative keywords. p>
As with any PPC campaign, to minimize the budget wasted by clicks on ads related to irrelevant searches, there will be thousands of negative keywords to be added.
Some examples of negative keywords will be words related to: free, terms of the competition, product variations your ecommerce do not sell, etc.
Thus, Google allows you to add up to 10,000 negative keywords per campaign. But we should not forget that negative keywords should be reviewed frequently and always by analyzing the search terms report.