Digital Marketing

Digital MarketingWelcome to the Digital Marketing post category, your trusted source for all things related to SEO (Search Engine Optimization) and PPC (Pay-Per-Click). As a full-service eCommerce agency, we understand the significance of effective marketing strategies in driving online success.

Our team is dedicated to helping you navigate the intricacies of SEO and PPC to maximize your online visibility and reach. We understand that achieving top rankings in search engine results and optimizing your paid advertising campaigns can be complex tasks. That’s why we provide you with valuable resources, informative articles, and practical tips to demystify these disciplines and help you achieve your online marketing goals.

8 Key PPC Strategies for Black Friday

Black Friday Ads

The biggest sale of the year is just around the corner. It’s not only a great chance for users to save money on their favorite brands but also a golden opportunity for businesses to boost sales and revenue. With some effort with your PPC campaigns, you can catch more conversions and users and achieve results in a short period of time. If you still didn’t start to prepare for it, now is the time! This blog post will reveal our strategies for Black Friday, and early planning is definitely the first one.

Plan early

Whether you plan to have a sale only one day on Black Friday or the whole week, planning in advance is crucial for a successful campaign. You should define your budget during this time – keep in mind that competition will be stronger than usual and cost per click will be higher, so prepare a larger amount to spend. Besides that, prepare everything else for your PPC advertising, like landing pages, images, ad copy, assets, etc.

Keyword research, Ad copy & Assets

You should focus on finding keywords likely to be used during the Black Friday rush and holiday season. Search for long-tail keywords that capture specific buyer intent, like “Black Friday TV deals.” Don’t forget to include them in your ad copy and landing page as well. Use call to action in your ads to attract clicks and get conversions. Sitelink and promotion assets can help make your ads more informative and compelling.

Prepare your landing page

You can optimize your existing page for Black Friday or, even better, create a landing page, especially for that occasion. Make sure it contains highlighted deals and optimize it for users to purchase easily. Make sure your website loads quickly. Nobody likes to wait.

Countdown timer

It’s useful to put a countdown timer on your website because of its psychological effect on users. They will feel like time is running out and they don’t want to miss the deal. Including a timer in your ads can significantly boost your CTRs.

Audience and Remarketing

Remarketing campaigns are always a good idea. Don’t skip this part, even if it’s only a one-day sale. Focus on your most valuable audience, like purchasers and cart abandoners. Remind them of your BF offer so they return to your store and take desirable actions.

Mobile users

Make sure your landing page is mobile-friendly. Mobile shopping continues growing so think about mobile users and their experience. You can also dedicate one PPC campaign for mobile-only users.

Budget and bid adjustments

Prepare your budget specifically for Black Friday campaigns. Make sure that it’s flexible enough to cover increased bidding during peak traffic periods. Make budget adjustments in real-time after checking your performance data. You should determine maximum bids so you can have a control over cost per click. You may want to consider establishing increased bid caps during times of heightened shopping activity and reduced bid caps during periods of lower competition to ensure the effective allocation of your budget.

Monitoring and Adjustments

During Black Friday, competition is intense. Monitor your PPC campaigns continuously and analyze key metrics. Adjust bids, keywords, ad copy, and bidding strategies in real-time to optimize your campaign for maximum impact. You need to react quickly to changes in the market as Black Friday moves fast.

To conclude, a well-executed PPC strategy can significantly affect your Black Friday sales. Keep in mind that it’s only the beginning of the holiday shopping season – analyze your BF campaign data so you can implement what has been done well for the next holiday campaign. Best of luck with your Black Friday PPC campaigns!

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Why should eCommerce Business Owners Prioritize PPC Audit?

Why should eCommerce Business Owners Prioritize PPC Audit?

In the fast-paced world of eCommerce, where every click and conversion counts, ensuring your pay-per-click (PPC) campaigns are performing at their best is critical. Before we jump into the ‘why,’ let’s take a moment to understand the ‘what.’ A PPC audit is an in-depth analysis of your PPC campaigns. It’s the equivalent of examining a high-performance engine, ensuring it runs at peak efficiency. Achieving success with your digital advertising goes hand in hand with it.

The Significance of PPC Audit in eCommerce

Okay, after the initial understanding of PPC Audit, let’s discuss why it is important to you and your business. We prepared a list of benefits from having PPC experts look at your site. Here they are:

Identify Wasted Ad Spent

Inefficient campaigns can drain your budget without delivering results. Every dollar counts when it comes to advertising. A PPC audit helps you identify wasted ad spend, which can save a significant chunk of your ad budget.

Improve Ad Relevance

The relevance of your ads can make or break your campaign. A PPC audit can give you insights about what should be done to improve your ad copy, keywords, and landing pages to ensure they align with the user’s search intent.

Enhance User Experience

When users click on your ads, they expect a seamless experience. A PPC audit helps determine if your landing pages are well-optimized, user-friendly, and persuasive. Implementing this feedback, in turn, can lead to higher conversion rates and happier customers.

Keep an Eye on Your Competition

Staying ahead of the competition is essential, and eCommerce is a fiercely competitive arena. A PPC audit allows your partner PPC agency to monitor your competitors, identify their strategies, and adjust your campaigns accordingly.

Stay on Top of Algorithm Changes

The digital advertising world is ever-evolving. Search engines, social media platforms, and ad networks frequently update their algorithms. A PPC audit helps you spot these changes so they can easily be implemented, ensuring your campaigns remain effective.

Maximize Return on Investment (ROI)

At the end of the day, it’s all about the bottom line. A well-executed PPC audit can suggest how to boost your ROI significantly. We want you to see a healthier return on investment by eliminating wasteful spending and optimizing campaigns.

Uncover Hidden Opportunities

Sometimes, opportunities for growth and improvement hide in plain sight. A PPC audit can reveal untapped markets, overlooked keywords, and underserved demographics, providing new ways to expand your reach and customer base.

Data-Driven Decision Making

A PPC audit relies on data and analytics. It’s a strategic process that isn’t based on guesswork. Implementing our data-driven decisions increases the likelihood of success and growth.

Inchoo’s eCommerce PPC Audit Services

Now that you understand the ‘why’ let’s talk about the ‘how.’ At Inchoo, we specialize in eCommerce PPC Audit services. Our team of experts has plenty of experience in dissecting PPC campaigns and optimizing them for success. Here’s how we can help:

  • Comprehensive Review: Our audits cover all aspects of your PPC campaigns, from keywords and ad copy to bidding strategies and landing page quality.
  • Actionable Insights: We provide actionable insights and recommendations that can be implemented immediately to improve campaign performance.
  • Customized Solutions: Every eCommerce business is unique. We tailor our recommendations to your specific goals and challenges.
  • Ongoing Support: Our partnership doesn’t end with the audit. We offer ongoing support to ensure your campaigns continue to thrive.

Don’t leave your PPC campaigns to chance. Make sure to prioritize a PPC audit. And if you need a partner to trust, we’re here to get you started on the path to PPC success.

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Google Ads for Amazon Products


Google Ads for Amazon products is definitely not a new advertising strategy but has recently become more popular among Amazon sellers. As the Amazon marketplace becomes more competitive, sellers are looking for new ways to find customers and drive traffic directly to their listings without battling it out on crowded Amazon search results pages.

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Google PPC Vs. Amazon PPC: Key Differences

Google PPC Vs Amazon PPC: Key Differences Featured Image

Amazon is a leading retail eCommerce company with a US market share of almost 40% in 2022. At the same time, Google is the biggest search engine, with 93% of the search engine market share worldwide. Unsurprisingly, both companies have an advertising platform that plays a massive role in the online advertising market. We decided to share the knowledge learned from our experience providing eCommerce PPC Services. In this article, we’ll touch on key differences in how advertising works on each platform, and the pros and cons.

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Avoid Account Suspensions With Google Merchant Center Feed Rules

How to use Merchant Center Feed Rules to Avoid Account Suspension

Let’s face it; if you’re running shopping ads, the reality is that you’ve probably gone through product disapprovals and maybe even account suspension warnings in Google Merchant Center. Sometimes the solutions are straightforward and easy, but oftentimes – that isn’t the case. It requires a lot of patience and work, and since the clock until account suspension is ticking, it can get really frustrating and stressful. That’s where Google Merchant Center feed rules can come in handy and provide a quick fix until the core of the issue is completely resolved.

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Guide: How to Create GA4 Audience

Guide: How to Create GA4 Audience

As the 1st of July approaches, now is the last call to set up Google Analytics 4. For those still unfamiliar with the new property, it may be confusing when it comes to creating segments, audiences, etc. If you want to know more about GA4 audiences and how to set them up so they can be useful, keep reading.

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Magento 2 SEO Expert Advice Straight To Your Fingertips

Employees that are in interview

Everyone already knows that in order to bring traffic to your site, you have to work hard. Having put so much effort into a site, who would want it to turn into a ghost town? We’re betting no one… If you agree, your options go in two ways (more or less), you can pay for your traffic or work on optimization a bit harder. Both PPC and SEO bring their value. That means you need the best of both worlds.

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What To Track For CRO of Your Automotive Website

What to track for CRO of your Automotive Website

When it comes to automotive sites (eg. webshops that sell vehicle parts), it’s good to track additional events that can give more insights into visitor behavior, their actions, and needs. In this article, we will summarize and explain additional tracking events that we use in automotive eCommerce sites as a foundation for conversion rate optimization of those sites.

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Why Should You Add Google Tag Manager to Your Magento?

What's a Google Tag Manager

Almost every webshop owner heard about Google Analytics, if not using it already as many of them do. And it’s obvious why the Google Analytics tool is so widely used. It’s free, it’s easy to connect to the webshop, and relatively easy to use. It can give the webshop owner/merchant insightful data on user behavior and answers to many questions like who their visitors are and what’s going on in their webshop in general. But, the full benefit of Google Analytics comes together with the use of Google Tag Manager.

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A Complete Automotive SEO Guide


As we all know, marketing is important for every possible business but especially for competitive industries like the automotive industry. Besides old fashion marketing channels, we can’t forget digital marketing and especially Search Engine Optimization. Having so much experience specifically in automotive eCommerce development, design, and digital marketing, we’ve prepared an ultimate SEO guide for everyone who finds themself at the start of this journey.

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Difference Between GA4 and Universal Analytics [GA4 vs UA]

Google Analytics 4 vs Universal Analytics

When was the last time when you embraced big change easily? Even more so if it was forced upon you? As it happens Google has made it clear that we won’t have an option but to migrate to Google Analytics 4 (GA4). Of course, this is true if we plan to continue using their analytics tool. There’s really no point debating whether this is good or bad. It’s happening nevertheless.

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What is Measurement Plan and Why Your Webshop Really Needs One?

What is Measurement Plan and Why Your Webshop Really Needs One?

Big data has revolutionized the way businesses work. One of the biggest advantages of online stores is the ability to track anything customers do. You can even track what customers almost do at your store. A recent Forrester survey shows that 70% of data decision-makers gather data faster than they can analyze and use it. Still, 67% constantly need more data. This trend will likely accelerate in the years ahead. As a decision-maker, it can be pretty daunting trying to make sense of all that data. Most important thing is to create proper data infrastructure – starting with a measurement plan, but what is a measurement plan?

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Manually Enable Enhanced Conversions in GTM

Include user-provided data from your website

If you’re trying to manually activate Google Ads enhanced conversions with Google Tag Manager there’s a chance you’ll be stuck at the 4th step in the Instructions for manually Enabling enhanced conversions in the Google Tag Manager tag that says: Click Include user-provided data from your website. Well, that happened to me (and to my unknown friend here :)) when I tried to activate enhanced conversion in several GTM containers. Some tags in some containers did have that option but some didn’t. 

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How to upgrade to Google Analytics 4?


There are many how-to blog posts out there, so this will not be yet another one. Instead of the technical step-by-step guidance, I’ll share my experience with implementing Google Analytics 4 with Google Tag Manager (GTM) on Magento 2 store and what to keep in mind when activating the GA4 property.

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Google shopping optimization: How to scale while maintaining ROAS

Google shopping optimization: How to scale while maintaining ROAS

While optimizing my clients’ campaigns, I often find myself browsing other people’s blog posts and researching their campaign optimization tactics. 

One of my recent hybrid tactics proved to work pretty well on some of my accounts, so I wanted to share it with you. It’s about scaling the shopping campaigns with automated bidding while keeping the same ROAS. I hope some of you will find it helpful to create your own hybrid tactic.

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Auto Applying Ad Suggestions in Microsoft Ads

Auto Applying Ad Suggestions in Microsoft Ads

Well, it did happen. After Google implemented auto applying ad suggestions, the time now has come for Microsoft to do the same. Of course, this is something that Microsoft is telling us is a good thing for your campaigns.

Now, you may ask yourself why is this a good thing?

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Build & optimize the FAQ page on your online store

Build & Optimize FAQ page

2020 was a year that brought significant changes to retail. The coronavirus pandemic spread across the world, and most countries introduced lockdowns to combat the spread of COVID-19. Due to lockdown and in order to survive the pandemic’s economic impact, many retailers decided to move their business online.

Along with that, there’s been a major shift in consumer behavior, where even people who never considered online shopping started to buy online. To make their purchasing journey as smooth as possible, It became more important than ever to provide accurate and detailed information that answers all their questions. The easiest way to do so is through the FAQ page.

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SEO vs. PPC: Structured data markup for product variants

SEO vs PPC Structured Data Markup For Product Variants

You did it – you finally did it! You’ve implemented all recommended types and properties throughout your Magento store only to see Google Merchant Center warning you for “Insufficient match of microdata price information”. Let’s admit it – we’ve all been there at least once.

Although we don’t usually face this issue on simple product pages (since product markup on these pages is pretty straightforward), we can often find it on product variants.

Since setting up correct structured data markup on grouped and configurable products isn’t always easy as it seems, I’ve prepared this short guide that should serve you for both SEO and PPC purposes.

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Google is concealing your search terms, and it is bad

google concealing search terms feature picture

Let’s first read the following premise: For successful optimization and revenue-generating Google Ads campaigns, you need access to ALL search terms for which users clicked on your ads.

It’s simple logic. You want to know what users searched for when they clicked on your ads, and then converted. Am I right?

Not if you ask Google about it. Read on and find out why Google is behaving f…[CENSORED] bad with this one.

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How does Google calculate the monthly budget of your campaigns?

google monthly budget inchoo

In Google Ads campaigns we can set only daily budgets. Not monthly budgets. But the monthly budget is dependent on the daily budget in more ways than one.

There are situations in which Google can spend over double your daily budget. Not only that, but it can also be spent several times over. In that case, don’t be scared if you see the “monthly charging limit reached” message.

Here we’ll describe how Google calculates your monthly budget. This is essential to understand if you have some overspent budget on your campaigns.

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Schema Markup for eCommerce Websites

Schema Markup for eCommerce Websites

Each time someone searches a particular product online, they end up on a SERP that (in most cases) includes a gazillion results.

Since the chances of browsing through all of these links are little to none, it’s essential to make your business stand out.

The best way to do it is to add structured data markup throughout your online store.

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Not in Buy Box – Status Meaning

Not in Buy Box – Status Meaning

What happens when you decide to check your advertising campaigns on Amazon, finding a message for one of your products saying “Not in Buy Box”?

Do you need to worry when you see that there are no impressions for that product?

The answer is straightforward.

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Impressions in Amazon Advertising Are Not All The Same – Meet The Differences

Impressions in Amazon Advertising Are Not All The Same – Meet The Differences

To do meaningful Amazon PPC optimization, we have to have the necessary data to analyze and improve.

This post is going to be about Impressions metrics on Amazon Sponsored Product ads.

Its main goal is to save you some time and show you that Amazon advertising impressions on different reports really are different and you aren’t delusional 🙂 

Long story short: The impressions metrics you found are different. The data you are looking at is correct.

In case you want to understand what’s the difference, continue reading. 

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Getting started with eCommerce personalization

Getting started with eCommerce personalization

At the most basic level, personalization is a way of delivering specific content to different customer groups to increase conversion rate and revenue and enhance user experience. When done right, personalization can improve user experience by providing the right content at the right time.

That user-related benefit can easily translate to company benefits such as growth in conversions, revenue, customer engagement, and loyalty.

Keep in mind: personalization is not to be confused with customization. The main difference between the two is that personalization doesn’t require user’s active engagement. You personalize the experience for them. On the other hand, customization requires user’s active involvement.

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How to Check Buy Box Eligibility on Amazon?

How to check Buy Box eligibility on Amazon?

You probably understand the importance of the Buy Box on the Amazon product page and its impact on sales.

Here’s a fact that might surprise you – almost 90% of all sales on Amazon go through the Buy Box.

This is not a blog post about how to get Buy Box on your product landing pages or what metrics can influence eligibility.

This is a blog post about how to check Buy Box eligibility for single products.

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