How To

Getting Started with Paid Search

Getting Started with Paid Search is as easy as completing these simple steps. You will want to reference each step in this guide while you are setting up paid search as part of the ChannelAdvisor Digital Marketing Launch Process.

 

Launch Options


When setting up paid search with ChannelAdvisor you have two options, as part of Digital Marketing Launch Services:

  1. Launch Assistance Service – A paid service offered by ChannelAdvisor that allows for you to stay in contact via email with and get a limited number of telephone trainings from a dedicated ChannelAdvisor Implementation Specialist to help you get setup on paid search quicker and easier. See Sales for more information about this service.
  2. Launch Plus Service – A paid service offered by ChannelAdvisor that allows for you to stay in contact via email with and get a limited number of telephone trainings from a dedicated ChannelAdvisor Implementation Specialist, but also includes additional setup elements and assistance: the setup of your paid search templates and providers, the assisted upload of products and help launching products to the paid search engines. See Sales for more information about this service.

Click below to download our eBook to learn more about owning the Google Results page:

 

Prerequisites


Before beginning the launch process with any of the launch service options, you will need to create your paid search seller accounts for each provider you plan on sending data to:

 

Video


Paid Search Overview – In this video, you will learn about the basic process of getting started with Paid Search campaigns in ChannelAdvisor. View Transcript

 

Setting Up Provider Accounts


The paid search settings provide a means to set-up provider accounts, troubleshoot your listings and define goals for paid search campaigns. To manage all your paid search accounts via ChannelAdvisor, you will need to provide information to ChannelAdvisor about those accounts. Using the Event Queue you will see the status of large uploads as well as reports on any errors that occur during processing. After defining your ROI and budget goals for paid search, you can use the performance dashboard to give you a quick view into how well you are trending towards those goals.


Tasks to Complete

By navigating to Digital Marketing > Account Settings > Provider Accounts and completing the steps below you can successfully set up provider accounts for search engines so that you can manage your paid search campaigns from the ChannelAdvisor interface:

  1. Add Provider Accounts .
  2. Enable Auto Track .
  3. Complete domain URL .

Please refer to the Setting Up Provider Accounts page for details.

Back to Top

 

Installing Tracking Pixels


Tracking pixels must be installed on various pages of your website to capture traffic, order and event data. The pixels are JavaScript and HTML code and are very similar to others you may already have on your site. Each pixel is a 1x1 image that is invisible to the user. For active campaigns, once the pixel is installed you should expect to see reporting in ChannelAdvisor within 24 hours.

Tasks to Complete

By navigating to your My Account > Account Settings > Tracking Pixel view you can begin the process of installing your tracking pixels. Below is a list of the tracking pixels that can be installed on your website.

Please Note: If you do not have the access or knowledge to make these changes to your website you should contact your web developer or whoever makes changes to your site.

  • Visit Pixel (Required) – This pixel captures inbound traffic information and goes in the <Head> section of every page of your site including the order confirmation page.
  • Order Tracking Pixel (Required) – This pixel captures order and conversion information which is used to measure the effectiveness of each campaign.
  • Event Based Pixel (Optional) – This pixel allows you to track different actions on your site and measure them as part of your overall search marketing program

View the Implementing Tracking Pixels page for additional information.

Back to Top

 

Digital Marketing Dashboard


The Digital Marketing Dashboard helps to identify the strengths and weaknesses of your paid search campaigns (as well as your Digital Marketing performance overall). Use the widgets on this dashboard as visual representations of how your campaigns are performing.

Tasks to Complete

By navigating to Digital Marketing > Dashboards > Digital Marketing Dashboard you will be able to choose from a series of widgets pertaining to paid search, to help you analyze your campaign performance. These widgets include:

  • Advertising Revenue
  • Search Performance
  • Advertising Channel Performance
  • Paid Search Budgeting
  • Performance vs. Goal
  • ...and more!

View the Using Dashboards to Analyze Data page for additional information.

Back to Top

 

Manage Your Campaigns


We have made it painless to manage campaigns across all search engines with campaign management in Actionable Reporting ( Digital Marketing > Marketing Management > Actionable Reporting ).

Tasks to Complete

Creating a paid search campaign consist of several parts; Ad Groups, Keywords, and Creative text for the ads. Take advantage of uploading data via spreadsheet to decrease the time to create your campaigns. Follow the steps below to successfully create and manage your search campaigns.

View the Managing Search Campaigns and Using Digital Marketing Actionable Reporting pages for additional information.

Back to Top

 

Optimize Paid Search Campaigns


One of the keys to a successful paid search campaign is to always look for ways to optimize your results. Paid search is an ever-evolving industry and it is imperative that your campaign evolves with this change. ChannelAdvisor offers several tools and reporting features to help with this process.

Tasks to Complete

Navigate to Digital Marketing in ChannelAdvisor and complete the following tasks:

View the Optimizing Paid Search Campaigns page for additional information. Also, check out the Paid Search Strategy section of the SSC for expert thoughts on how to make the most of your paid search campaigns.

Back to Top

 

Paid Search Additional Topics


After you have complete setup there are additional paid search reports and topics, listed below, that you should review.

  • Goals – After setting up Goals in Digital Marketing, the Digital Marketing Dashboard will give you a quick view into how well you are trending towards those goals. You can set both a ROI goal and a budget goal.
  • Event Queue – This view shows the status of large uploads as well as reports on any errors that occur during processing.

Back to Top

Getting Started with Paid Search is as easy as completing these simple steps. You will want to reference each step in this guide while you are setting up paid search as part of the ChannelAdvisor Digital Marketing Launch Process.

 

Launch Options


When setting up paid search with ChannelAdvisor you have two options, as part of Digital Marketing Launch Services:

  1. Launch Assistance Service – A paid service offered by ChannelAdvisor that allows for you to stay in contact via email with and get a limited number of telephone trainings from a dedicated ChannelAdvisor Implementation Specialist to help you get setup on paid search quicker and easier. See Sales for more information about this service.
  2. Launch Plus Service – A paid service offered by ChannelAdvisor that allows for you to stay in contact via email with and get a limited number of telephone trainings from a dedicated ChannelAdvisor Implementation Specialist, but also includes additional setup elements and assistance: the setup of your paid search templates and providers, the assisted upload of products and help launching products to the paid search engines. See Sales for more information about this service.

Click below to download our eBook to learn more about owning the Google Results page:

 

Prerequisites


Before beginning the launch process with any of the launch service options, you will need to create your paid search seller accounts for each provider you plan on sending data to:

 

Video


Paid Search Overview – In this video, you will learn about the basic process of getting started with Paid Search campaigns in ChannelAdvisor. View Transcript

 

Setting Up Provider Accounts


The paid search settings provide a means to set-up provider accounts, troubleshoot your listings and define goals for paid search campaigns. To manage all your paid search accounts via ChannelAdvisor, you will need to provide information to ChannelAdvisor about those accounts. Using the Event Queue you will see the status of large uploads as well as reports on any errors that occur during processing. After defining your ROI and budget goals for paid search, you can use the performance dashboard to give you a quick view into how well you are trending towards those goals.


Tasks to Complete

By navigating to Digital Marketing > Account Settings > Provider Accounts and completing the steps below you can successfully set up provider accounts for search engines so that you can manage your paid search campaigns from the ChannelAdvisor interface:

  1. Add Provider Accounts .
  2. Enable Auto Track .
  3. Complete domain URL .

Please refer to the Setting Up Provider Accounts page for details.

Back to Top

 

Installing Tracking Pixels


Tracking pixels must be installed on various pages of your website to capture traffic, order and event data. The pixels are JavaScript and HTML code and are very similar to others you may already have on your site. Each pixel is a 1x1 image that is invisible to the user. For active campaigns, once the pixel is installed you should expect to see reporting in ChannelAdvisor within 24 hours.

Tasks to Complete

By navigating to your My Account > Account Settings > Tracking Pixel view you can begin the process of installing your tracking pixels. Below is a list of the tracking pixels that can be installed on your website.

Please Note: If you do not have the access or knowledge to make these changes to your website you should contact your web developer or whoever makes changes to your site.

  • Visit Pixel (Required) – This pixel captures inbound traffic information and goes in the <Head> section of every page of your site including the order confirmation page.
  • Order Tracking Pixel (Required) – This pixel captures order and conversion information which is used to measure the effectiveness of each campaign.
  • Event Based Pixel (Optional) – This pixel allows you to track different actions on your site and measure them as part of your overall search marketing program

View the Implementing Tracking Pixels page for additional information.

Back to Top

 

Digital Marketing Dashboard


The Digital Marketing Dashboard helps to identify the strengths and weaknesses of your paid search campaigns (as well as your Digital Marketing performance overall). Use the widgets on this dashboard as visual representations of how your campaigns are performing.

Tasks to Complete

By navigating to Digital Marketing > Dashboards > Digital Marketing Dashboard you will be able to choose from a series of widgets pertaining to paid search, to help you analyze your campaign performance. These widgets include:

  • Advertising Revenue
  • Search Performance
  • Advertising Channel Performance
  • Paid Search Budgeting
  • Performance vs. Goal
  • ...and more!

View the Using Dashboards to Analyze Data page for additional information.

Back to Top

 

Manage Your Campaigns


We have made it painless to manage campaigns across all search engines with campaign management in Actionable Reporting ( Digital Marketing > Marketing Management > Actionable Reporting ).

Tasks to Complete

Creating a paid search campaign consist of several parts; Ad Groups, Keywords, and Creative text for the ads. Take advantage of uploading data via spreadsheet to decrease the time to create your campaigns. Follow the steps below to successfully create and manage your search campaigns.

View the Managing Search Campaigns and Using Digital Marketing Actionable Reporting pages for additional information.

Back to Top

 

Optimize Paid Search Campaigns


One of the keys to a successful paid search campaign is to always look for ways to optimize your results. Paid search is an ever-evolving industry and it is imperative that your campaign evolves with this change. ChannelAdvisor offers several tools and reporting features to help with this process.

Tasks to Complete

Navigate to Digital Marketing in ChannelAdvisor and complete the following tasks:

View the Optimizing Paid Search Campaigns page for additional information. Also, check out the Paid Search Strategy section of the SSC for expert thoughts on how to make the most of your paid search campaigns.

Back to Top

 

Paid Search Additional Topics


After you have complete setup there are additional paid search reports and topics, listed below, that you should review.

  • Goals – After setting up Goals in Digital Marketing, the Digital Marketing Dashboard will give you a quick view into how well you are trending towards those goals. You can set both a ROI goal and a budget goal.
  • Event Queue – This view shows the status of large uploads as well as reports on any errors that occur during processing.

Back to Top

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