Category Archives: Web Marketing

How To Setup Adwords for Your Etsy Shop and Redeem an Adwords Coupon Code

Using Google Adwords for the first time can be daunting. But you have your $75 credit and don’t want to waste it. (If you don’t have a credit, check the following magazines: Wired, Fast Company, Entrepreneur, or any other business or tech magazine.) But don’t be scared! Follow the “How To” below for a beginner’s setup of Google Adwords.

To understand the hierarchy of an Adwords account, see here. This will help you understand how everything works together.

Rather than reinventing the wheel, use the following tutorial for initial setup. Read notes below as you go through this tutorial for more customized instructions for your Etsy shop.

1. Creating Your Account: If you are using Google Analytics, click “I have an account” at setup and use your Google Analytics account log-in info. If you do not, select the second option.

2. Time Zone & Currency: Make sure to select the correct time zone and currency as you cannot go back and correct these later!

3. Campaign Settings (The only ones you need to worry about)

  • a. Locations: I would just use your country for now. (e.g. US, UK, etc.)
  • b. Languages: Self-explanatory
  • c. Networks: Be sure to have your ads showing only to the Google Search Network & Search Partners, NOT the Display Network.
  • d. Devices: Set to all devices.
  • e. Bidding: Manual bidding
  • f. Budget: Based on your estimated CPC (which we will get to later), figure out how much you want to spend per day. (This can be edited later.) For a jewelry shop and a $75 Adwords credit, I would set to $10/day. This will get you about 7 days of ads. To get more traffic per day, set budget to $20. Keep in mind this only gets you 2-3 days.
  • g. Advanced Settings–>Schedule: Set an end date based on the estimated time your credit will run out. This will keep you from unexpectedly paying out of pocket if you forget to pause your campaign in 7 days. This can always be extended later.
  • h. Save!

4. Text Ad Creation Tips (Only worry about text ads for now!):

  • a. Headline: 25 Characters Max
  • b. Description Line 1 & 2: 35 Characters Max
  • c. Display URL: 35 Characters Max
  • d. Display URL will be: MyEtsyShop.Etsy.com where “MyEtsyShop” is the name of your shop. For example, my display URL is StudioEleven11.Etsy.com
  • e. Destination URL: The page on Etsy you want your visitors to go to. It can be your main shop page, a specific section in your shop (e.g “Rings”), or your profile page. You decide, based on your ad and keywords, where people are most likely to buy.
  • f. Click “Setup Billing Later”. (I diverge from the video at this point.)

Use the following screen shot to understand navigating the dashboard. Click image to make bigger.

Google Adwords Main Dashboard Diagram

Google Adwords Main Dashboard Diagram

5. Selecting Keywords:

  • a. Go to “Reporting & Tools”–>”Keyword Tool” in the top navigation.
  • b. Put in keywords describing your products. This can be “jewelry”, “pottery”, or the like.
  • c. Press “Search” to get a keyword list.
  • d. Put a check in the box next to the keywords you want. Keep in mind that the more competitive a keyword is, the more expensive it will be per click.
  • e. In the bottom side bard, for match type, check “Phrase” and uncheck everything else. This will spend a small budget wisely.
  • f. Click “Add Keywords”. A box will pop-up. Select Campaign#1, Ad group#1, and “Save and Continue”.
  • g. You now have keywords!

A word about ad groups:

You want to group your keywords to be as specific as possible. So if you knit, you’d want a separate ad group for hats, mittens, fingerless gloves, scarves, etc. This will allow you to write more specific ads and appeal to exactly what a user is searching for. You can have up to 2,ooo ad groups in a campaign so don’t be shy about building out. For the sake of time and a limited budget, I’d build out ad groups for the keywords and items that sell the best for you. Should Adwords do well, then you would continue building out.

To add new ad groups, click “Create a new campaign” from the sidebar when on the “Campaigns” top nav tab . Then click “New ad group”. It will be the first option in the main body of the page. Name it. Create an ad. Then follow the same steps for adding keywords.

To change the name of an ad group, hover over the ad group name in the “Ad group” sub navigation and click the pencil. See image above. A box will open up to change the name. Then save.

6. Setting CPC:

  • a. Go To “Reporting & Tools”–>”Traffic Estimator” in the top nav and enter a few of your keywords, your max CPC (try $1 to start), and your daily budget.
  • b. Under “Summary” in the sidebar you will see a CPC range. Pick a CPC in that range that you’re comfortable with. Go low first.
  • c. Go to “Campaigns” top nav and ”Ad groups” sub nav. Click on your default max CPC. (Click the actual CPC, not the heading. See image above.) A box will open up where you can set a CPC. Use the CPC you chose in the step above. This will set a CPC for all your keywords in the ad group.

7. Enter Your Promo Code:

  • a. Go to “Billing”–>”Preferences” top nav. Once on the page click “Postpay Billing”. Enter a CC and bank account number.
  • b. At the bottom, enter your promo code exactly as it is written, including dashes.
  • c. Press ”Redeem”. You should get a confirmation that the code worked.

8. Make sure all campaigns, ad groups, keywords, and ads have a green circle and say “Eligible” next to them. This means they are on and ready to go!

9. You’ve now fully set-up your PPC account. Ads should begin running immediately. Note: They may not show immediately on holidays or over weekends.

TIP: To see where your ads are showing, use the Ad Preview Tool Under “Reporting & Tools”. Keep in mind, though, that with a limited budget, your ad won’t show for every search and thus, this tool may not show it every time either. As long as your account is accruing impressions, your ads are on. Also, do not click on yours ads from a normal Google search. This will cost you money!

Let your ad groups and keywords run for a days or so. If you’re spending too quickly or not enough, adjust your CPC. Use small increments of 5 to 10 cents when adjusting. You’d be surprised how big of a difference that can make! And be sure you have Google Analytics setup to track Adwords traffic! See here for that tutorial.

Feel free to ask questions in the comments section. I check email often!


Andrea

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Filed under Adwords for Etsy, Coupon Codes, Web Marketing, Web Marketing Tips

Understanding Traffic Sources to Your Etsy Shop in Google Analytics

The Issue

Being in web marketing as a career, I use Google Analytics daily and really view it as an invaluable tool for being successful on the web. So when I discovered I could add Google Analytics to my Etsy shop, I was ecstatic. And although the directions per Etsy were not as clear as they should be, especially for non-web marketers, I was able to make it through and get Analytics running. But as data came in, I was perplexed.

Why, as a new site that no one really knows of yet, was I getting so much direct traffic? And why was Etsy, which should be my primary source of traffic, not listed as a referrer? And why were sites that do not link to me being listed as a referrer?  Hmmm…

Some Definitions

Before I go any deeper, here’s some definitions of traffic types:

Direct: Traffic to your website from people that type your URL into the address bar in their web browser (Internet Explorer, Firefox, etc.) and go directly to your site.

Sources of Direct Traffic

Sources of Direct Traffic Highlighted in Yellow

Referral: Traffic to your site from other sites like Etsy, Facebook, Twitter, etc.

Search Engine: Traffic to your site from a search result page. This can be from the big ones like Google, Yahoo, or Bing or the smaller ones.

Sources of Search Engine Traffic

Sources of Search Engine Traffic Highlighted in Yellow

The Answer

So, back to the matter at hand. Why so much direct traffic, why no Etsy traffic, and why so much erroneous referral traffic?

Here’s the answer: The way Etsy has Google Analytics setup is with Etsy.com as the main domain. This means that to Google Analytics, Etsy.com and StudioEleven11.Etsy.com are the same site. Therefore, when someone types in Etsy.com in the address bar, peruses Etsy.com, and then visits my shop, the traffic source will be listed as ‘Direct’ despite the fact that they typed in ‘Etsy.com’ and not my shop’s URL.

This also explains why sites that do not link to my shop are shown as referral traffic. These sites link to Etsy, which in turn contains my shop. So when someone comes from this site to Etsy, looks around, and then visits me, they are listed as a referral to StudioEleven11 despite the fact that they are actually a referral to Etsy.com.

Correctly Understanding the Data

This integration is faulty for a number of reasons:

  1. You will never know how many people are going directly to your shop VS  Etsy and then being sent to your shop. This makes it hard to gauge brand (shop) recognition, awareness, and growth.
  2. It’s impossible to distinguish between sites that send you traffic directly and sites that send traffic to Etsy and then find you by accident. For marketing partnerships and link building, this makes it hard to identify and target sites that send YOU qualified traffic and like YOUR items specifically.
  3. You will never know which keywords your site actually ranks for in the search engines. (This also explains why some weird keywords may be listed in your keyword reports.) If someone does a search for ‘red shoes’, clicks on an Etsy search result, visits the shop, and then visits you, Google Analytics will list the keyword ‘red shoes’ as giving you traffic when clearly it did not.

In a correct integration, your shop’s web address and Etsy.com would be seen as separate. This gives you the ability to know for sure who types in your web address and comes TO YOU and who puts a link in their blog and sends traffic TO YOU. The current Etsy Google Analytics integration muddies the water so that you have no idea who comes directly TO YOU and who comes to you from within Etsy.

I suppose the setup they have now is the best offering everything considered, but this issue needs to be explained somewhere to everyone. I believe there was a one line mention that ‘Direct’ traffic was from Etsy.com as well, but further explanation needs to be done to explain this to non-web marketers.

This issue makes Google Analytics a hit counter, at best. Use it to gauge visits and your most visited pages (products) but for the most part, disregard the ‘Traffic Sources’ data.

Hope this helps!


Andrea

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Filed under Google Analytics, Google Analytics Tips, Web Marketing, Web Marketing Tips