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Performance Max by Google Ads: What is it, and what will its impact be?

Credit: Chloe Hemmings via Canva.

In a rented garage in 1998 California, complete with innumerable computer desktops and a solitary tennis table, Stanford University PhD students Sergey Brin and Larry Page worked diligently on their technological brainchild. In between imaginable games of repetitious ping pong and critical coffee interludes, Google was born on 4 September of that year. In an age of dial-up Internet and digital video disks, its creation was acclaimed but remarkably not considered as ground-breaking. “Search engines or internet portals have been around since the early days of the internet,” writes ThoughtCo’s Mary Bellis. “But it was Google, a relative latecomer, that would go on to become the premier destination for finding just about anything out on the World Wide Web.”

Today, Google search is deemed the most-visited internet site on the planet, with 5.6million searches made on a daily basis, and obtains 92 per cent of the search engine market. Adorned with a plethora of innovative features like Google Analytics, which allows companies to track and measure performance, and Google AdSense, whereby users can gain profit through content monetization, it is easy to understand why.

Credit: Pawel Czerwinski via Unsplash.

In 2022, retailers are presented with another ingenious and increasingly prevalent Google feature, of which experts have described as a milestone in terms of large-scale campaigns, through the conception of Performance Max in November 2021. Google defines it as “a new goal-based campaign type” that permits “performance advertisers to access all of their Google Ads inventory from a single campaign”. Here, the company suggests its effectiveness is down to the fact that “creating one easy-to-manage campaign” makes it easier for users to promote their services and products. Roger Janik of Forbes magazine and FairMarketing CEO implies that this is because the tool utilises a combination of automated and “machine learning for the creation and optimization of automated digital ads”. These ads subsequently allow companies to meet particular goals and locate consumer bases “wherever they happen to be on the web”. Consumers can then be reached with relevant advertising on an abundance of platforms, including Gmail, YouTube, search, maps and more, which enhances campaign performances and ultimately grants businesses a competitive edge.

When can retailers utilise Performance Max effectively?

According to Google, it is suggested that performance Max utilisation is most effective when companies obtain particular goals, such as lead creation or online and offline sales. It can also be highly effective when companies wish to expand a campaign’s performance, as long as it is not restricted by which channels its advertising materialises on.  Moreover, the tool is also useful for companies who aim to acquire further conversion and reach value outside of “keyword-based Search campaigns.”

What are the key features of Performance Max?

Retailers should additionally acknowledge the essential components of Performance Max campaigns. This includes:

1.) Audience Signals: Retailers can successfully notify Google when a portion of users are expected to convert. Specifically, an audience is a mixture of existing audiences and the demographics a user chooses. Here, it is possible to add audiences in these divisions:

  • Custom segments: custom audiences that a user has formerly generated based on the likes of search activity, visited websites and utilised apps.
  • Demographics: which ages, genders, parental status, and income levels to target or exclude
  • Owned data: this can include what is known as remarketing lists, which then includes the likes of website visitors.
  • Interests and detailed demographics: includes innovative demographics like life events.

2.) URL Expansion: Influenced by consumer intent, this default component chooses a specific landing page to drive the top audiences that are relevant to company goals. The final URL expansion setting a highly important feature in Performance Max. The feature allows users to decide whether they wish to run ads for the entirety of their website with URL exceptions or certain URLs to be incorporated directly into ads, which can be achieved by turning off URL expansion.

3.) Asset Groups: This includes a set of resources that relate to a solitary theme or audience frameworks. This is a collection of creatives focused on a theme or associated with a target audience. The creatives in an asset group are utilised to collect all ads and develop an inventory for all appropriate ad formats for an advertising goal.

An asset supplied in an asset group can be distributed with other assets from the same collection to generate ads across the likes of:

  • Google Search.
  • Google Maps.
  • Display.
  • YouTube.
  • Gmail.
  • Discover feed
  • Google partner websites.

Users can form numerous asset groups per campaign to gather assets by theme or to group assets with various targeting activities. They can also generate distinctive asset groups for different final URLs if the assets are not common enough to be utilised within URLs in the domain and users are utilising URL expansion. It is also possible to build multiple asset groups for the same final URL if they wish to modify assets by audience.  It is also possible to create numerous asset groups per theme.


 

Performance Max Vs Smart Shopping – The Differences:

Before the domination of artificial intelligence and automation tools, Standard Shopping campaigns were Google’s primary shopping service. The mechanism involves consumers simply typing the name of their desired product or service into Google’s search engine function, whereby the portal generates seemingly infinite listings and deliver brand names, videos, images prices and descriptions.  Conversely, Smart Shopping campaigns blend retailers’ present assets and product feed with Google’s machine learning to exhibit a selection of advertisements throughout Google systems, which maximises advertisement value. While Standard Shopping campaigns are expected to remain, it’s A.I. counterpart, first introduced in May 2018, is set to have a shorter shelf life as Performance Max progresses. It is therefore imperative for retailers to comprehend the differences between Smart Shopping and its replacement:

  • More campaign types are covered including Text Ads, Display Ads and Shopping Ads.
  • Product and Ad groups are replaced by asset groups.

Benefits of Performance Max:

Although mechanisms may be shifting, it is important to recognise that Performance Max is advantageous for retailers. 

The first benefit is that companies can obtain cheaper marketing costs. As the tool runs on automation, is it unnecessary to manually test campaigns, bidding approaches or agonise about which ad inventory will obtain the top results. Thus, it is generally suggested that Performance Max is one of the most profitable campaign types that retailers can invest their efforts it.

A second benefit is that, as an addition to Google Insights Page, it provides more meaningful insights of data. According to Informatic, this grants users the capacity to view which “audience segments and image combinations” are successful in reaching users. This then allows businesses “to further dial in current and future campaigns”.

A third benefit is that it can accelerate campaign launches and ultimately achieve faster results. This is facilitated with the help of Google Signals, which supports businesses in comprehending how users engage with a company’s website throughout numerous sessions and devices. Google explains that Signals achieves this by “cross-device reporting, cross-device remarketing and cross-device conversion export to Ads”.

Does Performance Max have a future?

With any new online service, users who utilise the tool must learn to navigate it to its full ability to avoid potential difficulties. According to Search Engine Land, these difficulties are usually manual:

  1. Problems can occur if users do not control first-party data. First-party data’s importance is continuously increasing as privacy worries grow. Users should avoid this by feeding data into campaigns to enhance targeting.
  2. Users can run into difficulties if they fail to provide Google with adequate optimised feeds. Here, businesses that sell products or obtain various business sites can prevent this by supplying data to Google through Google Merchant Feed. Navigating this tool involves compiling a product list and assigning attributes to each product, whereby the product lists utilises the attributes to accumulate the products.

Manual mistakes can be easily rectified. In contrast with the abundance of benefits and promising key features of Performance Max, their potential to threaten user experience and output is further diminished. With the tool highly anticipated to define the future of online advertising and marketing, it can be said that Performance Max is likely to become a valuable asset to companies worldwide. How valuable will it be to you?

A further helpful resource:

Credit: Google Ads.
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eCommerce in a Modern World: How is it Making an Impact?

Credit: Pixabay.

eCommerce is fast becoming a vital component of worldwide retail structure. First coined and utilised by the California State Assembly’s Utilities and Commerce Committee’s major consultant Dr Robert Jacobson in 1984, the model has evolved from simple teleshopping services in the 1970s to dominating 36.3 per cent of the of the overall UK retail market. As of 2022, online purchasing is considered more prevalent in the UK than any other leading area of the world, thanks to the Covid-19 pandemic’s influence on consumer trends. But what exactly is eCommerce, and what sort of impact is it really creating?

What is eCommerce and what is its role in a modern environment?

According to commerce expert organisation The Future of Customer Engagement and Experience, eCommerce is a business model, defined as “the buying and selling of goods or services via the Internet, and the transfer of money and data to complete the sales”. Such activity can be achieved through the likes of smartphones, computers, and tablets, and is segmented into five divisions:

Credit: Chloe Hemmings via Canva.

How is eCommerce beneficial to retailers?

In an ever-growing digital world, eCommerce hosts a multitude of benefits for retailers. One of the most prominent benefits is the fact that it can support businesses in reaching  a wider audience. This is because it can expand availability by eradicating the constraint of open and closing hours: a feature that a physical store would have. Here, physical stores can be limited by the fact that there are lengthy hours throughout the day and night where they are not trading. eCommerce allows consumers to browse from home, where they are not necessarily constrained by set times. An additional strength is that eCommerce provides an infinite consumer reach, and subsequently more visibility, as websites are not bound to a physical location. This allows users from around the world to accessibly locate a business and engage with it when and where they wish.

“eCommerce has been significantly affected by the pandemic,” says Andrew Rogers, owner of Rogers and Rogers eCommerce Consultants in Seaham, County Durham. “But it has actually transformed the way we communicate with clients for the better.

“By acknowledging changing consumer habits in a time when life has been so unprecedented, this allowed us to work closer and enhance our direct communication with clients. This has then allowed us to revaluate clients’ needs and offer even sharper advice and knowledge than ever before.

“It has been a couple of years since the pandemic began, and we have found that such changing consumer habits, whereby online selling rocketed, are set to become an ingrained norm now. This is why eCommerce is so important and is clearly not just a fad.”

Another prominent benefit is that eCommerce can enhance automation. Commerce automation is a system that allows a business to transform manual duties into automatic ones, which simplifies activities like organised sales campaigns through the likes of auto-publishing website content. This is considered a highly time-saving tool that allows businesses to balance the responsibilities of running the internal operations of a business while attracting customers. Moreover, order processing can also be automated so that warehouses can ship products on the same day or the next day.

How do marketing channels drive consumers to eCommerce stores and how can they maximise the likelihood of purchase intent?

eCommerce marketing involves the utilisation of search engines and other digital content to attract traffic to a business’s website and accelerate the likelihood of definitive online purchases. Search engines can be utilised for search engine optimisation, abbreviated to SEO, which aims to enhance a website’s visibility. This then allows more consumers who are searching for a service or product to visit. An effective SEO strategy can be achieved through the likes of analysing existing SEO performance and competitor performance, plus defining important keywords and other activities to enhance the existing performance. Overall, SEO increases the likelihood of ensuring purchase intent as it increases the likelihood of a business’s website appearing within the search engine’s front pages.

Another notable tool is Google Ads. This channel allows advertisers to project the likes of product and service lists, direct advertisements, or videos to consumers. According to SEO Tribunal, Google itself accounts for 90 per cent of the worldwide search engine market, which makes it a crucial space to target consumers. Ultimately, Google Ads allows businesses to bid on keywords or phrases that are then situated somewhere in search pages or even YouTube videos. Again, visibility is enhanced as the tool allows businesses to reach consumers with particular interests, which then targets specific consumers with specific advertisements that are relevant to them. The tool additionally allows businesses to control costs, plus analyse and measure traffic success over time.

Overall, how is eCommerce making an impact in the modern world now more than ever, and is this impact expected to grow?

Economic activity deceleration has accelerated eCommerce growth and digital change since 2020, as the closure of physical spaces during the Covid-19 pandemic saw vast numbers of consumers log online. Although society is now slowly returning to normality, eCommerce is quickly becoming the new normal for many businesses in 2022 as the model is expected to increase its viability by providing record profits. With this in mind, are you willing for it to become your business’s new normal?

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The ‘Most In-Demand’ Christmas Gifts for 2021

It’s the most festive time of the year! With an increasingly elongated Black Friday ‘weekend’ now out of the way, Christmas is the next big focus for eCommerce retailers.

Online retail spending during the Christmas period continues to rise year-on-year in the United Kingdom – according to recent Statistica data, online Christmas spending amounted to approximately 25 billion British pounds in 2016.

Looking to the last few years, COVID caused consumer shopping habits to change, with eCommerce particularly experiencing a worldwide surge. As eCommerce consultants we wanted to delve into the data on how this is impacting Christmas shopping, so we analysed search trend data for 98 relevant gift-related keywords and phrases to discover which gifts might be most popular for Christmas 2021 in the UK.

Read on to find out more…

The research included multiple categories (including toys, jewellery, technology, etc.) and for different recipients (family, friends, pets, colleagues, etc.), and looked at various data points. Data points included monthly search volume across the UK in October 2021 and Y-o-Y change.

October 2021 Search Volumes

To analyse the demand, we used Google Keyword Planner to collate the search volume in October 2021 for 98 relevant gift-related keywords and phrases. Generic keywords were mostly used, but some tech and toy brands were included in the research – these were chosen due to high amount of coverage in Christmas 2021 gift guides.

Technology and toys made up the majority of the ‘top 20’:

RANKCATEGORYKEYWORD / PHRASEOCTOBER 2021 SEARCH VOLUME
1Technologyapple1,830,000
2ToysLEGO673,000
3Technologysamsung550,000
=4Toysstar wars201,000
=4Toyspaw patrol201,000
=6Technologynintendo165,000
=6Genericchristmas gifts165,000
=8Genericmens gifts135,000
=8Toysbarbie135,000
=10Genericpersonalised gifts110,000
=10Technologyoculus110,000
=12Toysplaymobil90,500
=12Technologysony90,500
=14Technologysonos74,000
=14Toyshot wheels74,000
16Toyspolly pocket60,500
=17Technologygoogle nest49,500
=17Genericstocking filler49,500
=19ToysLOL surprise40,500
=19Familydad gifts40,500
=19Genericwomens gifts40,500
=22Technologyamazon echo27,100
=22Technologypanasonic27,100
=22Genericsecret santa27,100
=22Genericchristmas gifts for him27,100
=22Genericchristmas gifts for boyfriend27,100
=27Home and Livinggarden gifts18,100
=27Otherexperience gifts18,100
=29Foodfood hamper14,800
=29Familygrandma gifts14,800
=29Technologyaudio technica14,800
32Familyauntie gifts12,100
=33Toysgames gifts9,900
=33Familyteenager gifts9,900
=33Genericchristmas gifts for families9,900
=33Genericchristmas gifts for charity9,900
=37Familymum gifts8,100
=37Petsdog gifts8,100
=37Beauty and Groominggrooming gifts8,100
=40Genericunique gifts6,600
=40Genericchristmas gifts for her6,600
=40Familyhusband gifts6,600
=43Foodbaking gifts5,400
=43Foodfood gifts5,400
=43Genericchristmas gifts for girlfriend5,400
=43Genericcheap gifts5,400
=43Childrennewborn gifts5,400
=48Familyuncle gifts4,400
=48Home and Livinghome gifts4,400
=48Familywife gifts4,400
=48Genericchristmas gifts for friends4,400
=48Othertravel gifts4,400
=53Familydaughter gifts3,600
=53Home and Livingplant gifts3,600
=53Petscat gifts3,600
=53Familyparents gifts3,600
=57Foodalcohol gifts2,900
=57Foodcooking gifts2,900
=57Genericcool gifts2,900
=57Otherart gifts2,900
=57Workcorporate gifts2,900
=62Genericsubscription gifts2,400
=62Jewelleryjewellery gifts2,400
=64Beauty and Groomingbeauty gifts1,900
=64Genericluxury gifts1,900
=64Technologytech gifts1,900
=67Genericchristmas gifts for couples1,600
=67Otherbook gifts1,600
=69Genericdiy gifts1,300
=69Familygrandpa gifts1,300
=69Familyson gifts1,300
=69Childrenchildrens gifts1,300
=69Genericweird gifts1,300
=69Healthwellbeing gifts1,300
75Petspet gifts1,000
=76Sport and Fitnessfitness gifts720
=76Jewellerybracelet gifts720
=78Sport and Fitnesssport gifts590
=78Familypartner gifts590
=78Jewellerynecklace gifts590
81Genericlast minute gifts480
=82Genericpractical gifts390
=82Jewelleryearrings gifts390
=84Genericfestive gifts260
=84Jewellerywatch gifts260
=86Healthhealth gifts210
=86Jewelleryring gifts210
=88Fashionfashion gifts170
=88Foodgourmet gifts170
=88Toystoy gifts170
91Beauty and Groomingfragrance gifts110
=92Fashionaccessories gifts90
=92Foodconfectionary gifts90
=94Fashionclothing gifts70
=94Fashionshoes gifts70
=94Otherentertainment gifts70
=97Genericchristmas gifts for myself50
98Healthintimate gifts10

By Category

When it comes to the top keyword or phrase by gift category, the findings revealed that:

CATEGORYKEYWORD / PHRASEOCTOBER 2021 SEARCH VOLUME
Beauty and Groominggrooming gifts8,100
Foodfood hamper27,100
Healthwellbeing gifts1,900
Home and Livinggarden gifts27,100
Jewelleryjewellery gifts2,400
Otherexperience gifts14,800
Petsdog gifts8,100
Sport and Fitnessfitness gifts1,300
Technologyapple1,830,000
ToysLEGO673,000

‘Grooming gifts’ (8,100) far exceeded ‘beauty gifts’ (1,900) and ‘fragrance gifts’ (110).

‘Food hamper’ (14,800) beat ‘baking gifts’ (5,400), ‘cooking gifts’ (2,900), ‘alcohol gifts’ (2,900), and ‘confectionary gifts’ (90),

The generic phrase ‘jewellery gifts’ (2,400), ‘bracelet gifts’ (720), ‘necklace gifts’ (590), ‘earring gifts’ (390), ‘watch gifts’ (260), and ‘ring gifts’ (210)

When it came to pet owners, ‘dog gifts’ (8,100) almost tripled the search volume of ‘cat gifts’ (3,600).

Tech brand ‘Apple’ (1,830,000) reigned supreme, followed by ‘Samsung’ (550,000), ‘Nintendo’ (165,000), ‘Oculus’ (110,000), ‘Sony’ (90,500), and ‘Sonos’ (74,000).

When it came to toys, ‘LEGO’ (673,000) was an outstanding front-runner, followed by ‘star wars’ (201,000), ‘paw patrol’ (201,000), ‘Barbie’ (135,000), ‘Playmobil’ (90,500), ‘hot wheels’ (74,000), ‘polly pocket’ (60,5000), and ‘LOL suprise’ (40,500).

YoY Change

To get another view on changing demand, we also analysed the YoY (year-on-year) change, focusing on the most recent available data – October 2021 versus October 2020.

YoY Increase

The findings highlighted that, of the 98 phrases in the analysis, 18 saw Y-o-Y increases from 2020 to 2021:

RANKCATEGORYKEYWORD / PHRASEYoY GROWTH
1Beauty and Groominggrooming gifts+179%
2Genericchristmas gifts for myself+150%
=3Genericchristmas gifts for friends+52%
=3Othertravel gifts+52%
5Otherexperience gifts+50%
6Genericwomens gifts+49%
=7Genericfestive gifts+24%
=7Jewellerywatch gifts+24%
=7Jewelleryring gifts+24%
=10Childrennewborn gifts+23%
=10Jewellerynecklace gifts+23%
=12ToysLEGO+22%
=12Technologyoculus+22%
=12Toyshot wheels+22%
=12Genericsecret santa+22%
=12Genericchristmas gifts for him+22%
=12Genericchristmas gifts for boyfriend+22%
=12Jewellerybracelet gifts+22%

The findings show that grooming, travel, and experience gifts saw the biggest Y-o-Y increase in search volume, indicating that these may be popular ideas for 2021.

By recipient, this year there has been an increases in searches for gifts for ‘myself’, showing that more people are self-gifting and treating themselves this festive period. Searches for gifts specifically for ‘women’, for ‘newborn’ babies, for ‘boyfriend’, for ‘him’, and for ‘secret santa’ recipients also increased since 2020.

Looking at product categories, jewellery (‘watches’, ‘rings’, ‘necklaces’, ‘bracelets’), toys (‘LEGO’, ‘hot wheels’) and technology (‘Oculus’) were specific key growth areas.

No YoY Change

The findings highlighted that, of the 98 phrases in the analysis, 28 saw no Y-o-Y change from 2020 to 2021. These included:

CATEGORYKEYWORD / PHRASEOCTOBER 2021 SEARCH VOLUME
TechnologySamsung550,000
Toyspaw patrol201,000
Genericchristmas gifts165,000
ToysBarbie135,000
TechnologySonos74,000
Familydad gifts40,500
Familyteenager gifts9,900
Genericchristmas gifts for families9,900
Genericchristmas gifts for charity9,900
Petsdog gifts8,100
Genericchristmas gifts for her6,600
Familyhusband gifts6,600
Genericcheap gifts5,400
Familywife gifts4,400
Workcorporate gifts2,900
Jewelleryjewellery gifts2,400
Genericluxury gifts1,900
Technologytech gifts1,900
Sport and Fitnesssport gifts590
Familypartner gifts590
Genericlast minute gifts480
Jewelleryearrings gifts390
Healthhealth gifts210
Toystoy gifts170
Fashionclothing gifts70
Fashionshoes gifts70
Otherentertainment gifts70
Healthintimate gifts10

‘Samsung’, ‘Paw Patrol’, ‘Barbie’, and ‘Sonos’ were amongst brands which have experienced no YoY change between 2020 and 2021. The same is true for the phrases ‘christmas gifts for charity’, ‘cheap gifts’, ‘corporate gifts’ and ‘luxury gifts’ alike.

YoY Decrease

The findings highlighted that, of the 98 phrases in the analysis, 52 had a Y-o-Y decrease from 2020 to 2021, These included:

RANKCATEGORYKEYWORD / PHRASEYoY GROWTH
98Technologyamazon echo-55%
=95Fashionfashion gifts-47%
=95Fashionaccessories gifts-47%
=95Foodconfectionary gifts-47%
=93Genericpersonalised gifts-45%
=93Foodfood hamper-45%
92Petspet gifts-38%
91Beauty and Groomingfragrance gifts-35%
90Foodalcohol gifts-34%
=82Toysplaymobil-33%
=82Toyspolly pocket-33%
=82Technologygoogle nest-33%
=82Technologypanasonic-33%
=82Foodbaking gifts-33%
=82Familydaughter gifts-33%
=82Home and Livingplant gifts-33%
=82Genericsubscription gifts-33%
81Genericdiy gifts-32%
80Sport and Fitnessfitness gifts-28%
79Beauty and Groomingbeauty gifts-21%
=66Genericunique gifts-19%
=66Familyuncle gifts-19%
=66Home and Livinghome gifts-19%
=66Foodcooking gifts-19%
=66Genericcool gifts-19%
=66Otherart gifts-19%
=66Familygrandpa gifts-19%
=66Familyson gifts-19%
=66Childrenchildrens gifts-19%
=66Genericweird gifts-19%
=66Healthwellbeing gifts-19%
=66Genericpractical gifts-19%
=66Foodgourmet gifts-19%
=49Technologyapple-18%
=49Toysstar wars-18%
=49Technologynintendo-18%
=49Genericmens gifts-18%
=49Technologysony-18%
=49Genericstocking filler-18%
=49ToysLOL surprise-18%
=49Home and Livinggarden gifts-18%
=49Familygrandma gifts-18%
=49Technologyaudio technica-18%
=49Familyauntie gifts-18%
=49Toysgames gifts-18%
=49Familymum gifts-18%
=49Foodfood gifts-18%
=49Genericchristmas gifts for girlfriend-18%
=49Petscat gifts-18%
=49Familyparents gifts-18%
=47Genericchristmas gifts for couples-16%
=47Otherbook gifts-16%

The findings show that ‘fashion’, ‘confectionary’, and ‘personalised’ gifts were amongst those which saw the biggest Y-o-Y decreases in search volume, indicating that these may be less popular ideas for 2021. This year there have also been decreases in searches for gifts for ‘pets’, as well as ‘alcohol’ or ‘subscription’ based gifts.

We hope this research has given you inspiration for what to sell (or buy) this festive period!

The next few weeks is the optimal time for U.K. retailers to capitalise on the demand, as consumers search for suitable gifts for their loved ones.

We support online retail businesses to grow online, helping them to make more online sales and improving the lifetime value of an eCommerce customer – if you want to hear more about our services, contact us!

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Increase profit with Affiliate Marketing

How many of you eCommerce companies are taking advantage of new technology and markets within Affiliate Marketing to increase profit?

I am seeing some fantastic results with multiple eCommerce stores through Affiliate Marketing.

I thought Affiliate Marketing was dead a year ago, but with the advancement of technology and partners there has been a huge shift in revenue and profit! YES PROFIT! I’m seeing much lower CPA at volume when compared to other paid marketing channels!

If you would like to know more, feel free to send me a message. Whether you already have an Affiliate Platform or would like to start from fresh, now is the time to get involved!

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What is headless eCommerce?

Headless eCommerce has become more and more popular over the years. As technological advancements are rapidly enhanced, retailers find that these platforms give freedom to their online websites within their front-end. It allows for more flexibility regarding how product information and products are displayed. Throughout this article, we will talk you through what exactly headless eCommerce is and the benefits of these platforms.

What really is a headless solution though?

A headless solution is when the front end (the face) of a website is separated from the back end (the commerce layer). This allows a retailer to have a richer website when it comes to branding and content, resulting in an overall better experience for the user.

In a normal commerce situation, the storefront of the website would have to call to gain information from the back, which would take a lot of time. It can result in small and regular updates needed on both ends, which can cause huge issues. A headless eCommerce platform, however, separates both, and API is used to carry the information. This is great because web developers can customise and make a website more original, which in turn is easier as neither the back nor front end has to rely on coding to conduct this.

Headless eCommerce: Key Benefits

Overall it is a faster platform – the front end of the website can be quickly changed at ease without having the worry about the logistics of the back end, which in turn makes everything more efficient. It can also save time when it comes to IT as it usually only takes a couple of clicks to amend something, rather than having to go into deep coding and making a lot of complicated technical changes.

Customisation is a lot easier to implement and therefore there is greater flexibility when it comes to formatting. Therefore, you have the option to make your design look amazing.

The structure of headless eCommerce helps with security as only the front-end coding can be accessed by the public, whereas the other end is private.

Companies can sometimes be reluctant to introduce new systems into the business because they need to train all employees on how to use them, which can be time-consuming. Headless commerce eliminates this issue because it is so easy to use and access, meaning that anyone can make updates.

Headless commerce comes with the best and most futuristic tools to build customised experiences, and this is what encourages shoppers to return to a particular website.

Who is it for?

Organisations are always looking for new ways to meet customer expectations and keep up with the competition in the market. Headless eCommerce is for businesses that want to create changes quickly. For example, if a new product comes to the market, your company should be one of the first to get it onto your website. Headless platforms make this a quick and easy option for you and ensure that you are always one step ahead of the game.

Users want to have the ability to interact with interfaces on websites more, which allows a brand’s creativity to grow with the content they wish to post out on their online shop window. Websites can now easily integrate new designs when headless eCommerce is implemented, so if a company wants a brand refresh, or feels like their website is looking a bit tired, the changes can be easily made.

Overall, if a company wants to make life easier for themselves and for their users, they can highly benefit from this platform. As modern internet users, we have become impatient when it comes to loading times of websites, as we are now accustomed to fast loading webpages elsewhere. The quicker your website, the more customers you will keep.

eCommerce platforms available to use with Headless

Magento – https://magento.com/

Magento Commerce is an Adobe product that helps to create engaging and enjoyable shopping experiences online. This is a headless eCommerce solution for any business, no matter how big or small. It has a headless architecture that is completely flexible and customisable. This is used to create a seamless shopping experience.

BigCommerce – https://www.bigcommerce.com/

This platform allows you to get your business going with all the uses of enterprise eCommerce without the complications and cost. There is a powerful engine on the back-end for commence to allow for a great shopping experience. You can power multiple online stores on various platforms.

Shopify Plus – https://www.shopify.co.uk/plus/solutions/headless-commerce

This is a cost-effective headless eCommerce platform that is built for change with a quick way to launch. Users of this platform will gain access to APIs which divulge information about products to third-party systems. You will need to consider adding on a Content Management System (CMS) to deal with content on a large scale.

Core DNA – https://www.coredna.com/

This is your go-to one-stop-shop for all your headless eCommerce needs. It is primarily a digital experience platform with the added extras of web management, API’s and eCommerce all in one place.

ElasticPath – https://www.elasticpath.com/headless-commerce

This platform creates unique experiences for the user and breaks away from stiff eCommerce platforms.

Examples of Headless eCommerce in action

Bang & Olufsen use CommerceTools and Contentful

bang & olufsen headless ecommerce

Oliver Bonas uses Magento and Angular.js front-end

oliver bonas ecommerce website uses headless ecommerce

Grassroots Coop use Shopify Plus and Contentful

grass roots headless ecommerce website

Verishop use Shopify Plus and Contentful

verishop uses headless ecommerce

We hope you are now up to scratch with Headless eCommerce and can understand why it may be a great benefit to your online shop. Today might be the day to make the switch and upgrade to this type of platform. Make life easier for your employees who have to make changes to the company’s website and give your customers a great online experience.

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Training the online workforce

I have been doing a lot more training & coaching than I would normally, especially at this time of year.

Although the work is usually much shorter than providing our other services, unless we plan out a framework, the sense of achievement I have passing my skills and advice to others has been amazing!

Whether is been individuals in bigger businesses, small businesses or those starting out in eCommerce and Digital Marketing, I walk away with a smile on my face each time!

It’s also great to see changes being made straight away and see results come in too and to see the happiness it creates!

In terms of training/coaching, Rogers & Rogers can help with:

  • eCommerce and the joys of everything involved
  • Digital Marketing and lead generation
  • SEO training
  • Google Ads training
  • Facebook Ads training
  • Bespoke training or coaching on specific problems

The picture? It was taken on a recent walk through Castle Eden Dene. I love it because if you look at where the trees are growing from you will see that it is from one fallen tree! To me, it shows the lives you can create from learning to adjust in life to your surroundings and not let setbacks be the end! Was a very surreal moment that day! 😀

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Insights

B2B eCommerce: Will it be bigger than B2C?

I have personally seen a massive increase in B2B eCommerce over the past few years.

A recent Forbes article has suggested: ‘B2B eCommerce, when compared to the B2C industry, is projected to be two times bigger than B2C in 2020’.

The main benefits my clients who are using B2B eCommerce are:

  • Always on, 24/7
  • Self-service
  • Freely available content

Are you B2B and want to get into eCommerce? Give me a shout.

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Insights

Facebook Ad’s Break Down Tool

My favourite tool for Facebook Ads?

The breakdown tool for reporting and analysing.

This simple tool will let you know much more about where your sales and leads are coming from within your targeting. It helps you laser focus on what is working and cull what is not working.

It can also settle some arguments within the office too, which is nice! 😂

What’s your favourite tool for Facebook ads?

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Payments Gateways: What rate are you getting?

Whats your favourite payment gateway?

For me, its Stripe. Low fee’s, easy to use, easy integration. Not had a problem in the past 2 years.

But there are big ones out there too, most commonly Worldpay and Sagepay. Each has their own Pro’s and Con’s and when you get used to one it’s easy isn’t it?

But what about fees?

If you are in a low margin industry then fee’s are a big deal. I have seen some as low as 1% when you have volume but many often start around the 3-4% mark if you are starting out online or online sales are not at a great volume yet. Hence why I think Stripe is great!

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Insights

Utilise the Search Terms report on Google Ads

I really don’t want to have to say this.

Not because I think it won’t help.

But because everyone should be doing it anyway!

Go and check your Search Terms report on Google Ads!

No, not your keywords list!

The search terms report that shows you exactly what searches your ads are showing up for.

You should add any search terms you don’t want to spend money on to a negative list too! I call this that sort of spend wastage 🗑

We did this for an Electric Car client recently and saved so much too quickly.

Need help to find the report? Give us a shout! 😀