Thursday, February 22, 2018

The New Adwords Experience - Top 5 Updates

Google declared 2018 the year of change after 8 years with the "why change a good thing," mentality, the monumental redesign of the AdWords UI shocked the AdWords community and let us with nothing but questions on how to do what we become so accustomed to.

You can stop clicking "Return to previous AdWords" because Tailbase is here to help you navigate and take advantage of new key features withing the update and where to find the classic actions withing their modern interface.

Google promotes its new inferface as a, "fast, modern and visual interface," and after exploring every nook and corner, it's clear that their common goal in the redesign was creating an all in one layout in hopes of being more time effective and easier to use for marketers.

Still scared to used the new AdWords UI? We understand and that's why we have put together some of the new features and changes that can help you make this transition easier.

1. The Overview Page 

Know how well your campaigns are performing and how to best optimize them with key metrics and insights found on the "Overview" page. These "cards" are editable to your industry's priorities and you can organize them in a way that best suits your campaigns benefits.

Quit hoping for the data to speak for you, and let it come alive with dynamic insights from your must-shown search ads, search terms, biggest changes from past to current campaigns, among others. All this data, without ever having to go past the overview page.

2. Column Resizing

You can now personalize your layout while optimizing your campaigns by resizing the table columns depending on your needs.

3. Promotion Extensions 

The new AdWords UI comes with a brand new extensions. The promotion extensions give you the option to highlight your current sales promotions that you think are popular or online users might be actively looking for.

When creating a promotion extension you can choose between some of the popular occasions of the year such as Boxing Day, Black Friday, Valentine's Day and more. Once you have that selected you will need to choose the type of monetary or percentage discount, starting/ending date of the promotion and any additional information. One of our favorite feature is that you can review the extension alongside your text ad in real time.

4. Shopping Showcase Ads 

This isn't your regular shopping ad. Instead of sending online users to a landing page when they click on an ad, showcase ads get expanded to showcase an array of relevant products in a catalog type style.

This ad varietal targets customers at the beginning of their product research, stemming most likely from broad search terms like, "black shoes" or "living room furniture," for example.

The first click is free, any interaction with a product within the expanded ad afterwards will be charged per click.

5. Call Bid Adjustments 

You now have the ability to view all levels of your bid adjustments in one view under the "Devices"tab on the left side of the page.

Go one step further, and increase the number of calls to your business by using advanced bid adjustments to show the call button alongside your ads more frequently.

We hope you will find these AdWords updates useful when you switch to the new experience. If you are a furniture or appliance retailer don't forget to contact us to sign up for our digital marketing services.

Friday, January 12, 2018

Digital Marketing Trends 2018

Do you ever feel like you are constantly running on the marketing hamster wheel, trying to keep up with the ever evolving field and its trends? Don’t fret, our experts at Tailbase are here to help start your year ahead of the emerging trends.

Voice Search

Conducting an online search has taken on a new direction, as consumers are increasingly opting for using their voices over their fingertips to get answers. As the search world shifts for consumers, marketers need to adapt to the growing popularity of voice search.

If you’ve ever spoken to one of these devices be it Amazon’s Alexa, Google Home, a smart watch or your smartphone to conduct a search, you’re not going to just mutter, “furniture sale”, you’ll formulate what you’re looking for into a proper question, “Siri/Ok Google/Hi Alexa, where is the best  furniture sale near me”, for example. Conducting a voice search is a more personalised experience and is similar to having an actual conversation as you would with a friend, the complete opposite of how you would conduct a text search.

Although still at its beginning stages, marketers have already seen new search terms emerging in their campaigns, a different species of keywords that resembles a succinct question and human conversation more than the few short words or phrases we’ve become accustomed to.

That being said, the way marketers create their text search campaigns cannot be applied to a voice search world, therefore, to stay ahead of the pack, we must adopt a new strategy to reaching the market. As people begin to search in full sentences, we need to find out the exact search terms people are using that will lead the consumers to our business and provide the proper answers to their search queries instead of broad matches.

Wearable Tech

No longer are the days where wearable technology was just an item for the fit or techy, smart watches have grown to accommodate all types of users, with various brands boasting their new smart accessories. From Fitbit to Apple & Android Wear, even fashion brands like Michael Kors have developed their new line of fashionable meets tech savvy watches. Although these brands may vary tremendously in styles and features, they all share the same focus: integrating all your needs into one wearable device.

As wearable technology becomes increasingly popular, marketers are still at the earlier stages of trial and error to find the perfect recipe for advertising on these devices. Especially since the most impactful campaigns will be centered around geo-targeting, ensuring the ads are delivered at the right place, right time, and right location.

The key to these devices will be discovering the consumer’s day-to-day habits that will create numerous possibilities for marketers to deliver real-time targeted ads at opportune moments.

Although there is presently a lack of consumer data at this early stage and the need for creating hyper targeted ads on the restricted wearable screen sizes may seem like an uphill battle to some, this does not mean that we should put advertising for wearable devices on the back burner. This is the time for experimental advertising in efforts to yield insight and results from these devices, as marketing experts predict that the need for wearable devices will outshine smartphones by 2020 ( The shift will make consumers expectations for timely information and search results that much higher.

Email Segmentation

Email isn’t going anywhere and trying to get consumers to open and engage in one has proven to be increasingly difficult in the highly competitive internet age. So, before sending out that email blast, be mindful and ensure you have incorporated these tips into your emails before you get filtered to the junk folder.

-       Tailor your email design to be mobile friendly, an email is not a one size fits all, and since “54% of emails are opened on mobile devices,” make sure your email blasts aren’t going to waste. Source: Huffington Post 

-    Remember you have a versatile list of consumers that are at different stages of their sales funnel with you. Instead of having one generic list, create multiple lists that cater to your clients depending on location, demographics, and past activity (to name a few) that have the best possibility of user engagement.

-       Interact with your clients, don’t just send them your run of the mill read-only email, but give them the opportunity to interact back with you. Be it with images, polls, buttons or surveys, the customer will be more intrigued to take action. While the information they provide can give you insights into their behaviour and in the future you can send more personalized content.

-       Don’t forget to be diverse with your content, choose the most fitting format, be it interactive or plain text, that best gets the point of your email across.

-   Bridge the gap and use email and social media simultaneously to have your customers occupying multiple pages of your business. Think of embedding relevant social media content and integrating social media buttons within your emails.

-     The up and coming tip involves the increasing popularity of AI (artificial intelligence) tools and apps that can give you a helping hand in strengthening your emails depending on what you’re looking for.

Instant Chatbots

We are in the generation of, we want answers and we want it now. Enter, instant response (chatbots), the extended helping hand to the customer service team.

There is an increasing demand for real time answers and support, and to ensure a user friendly experience and to keep your customers happy, this is a necessary step in the service department.

The extra support along their purchase journey or quest for information can make a customer more trusting of your company in building that personalised connection. In turn making them more comfortable about what and where they’re purchasing from.

It’s important to differentiate your business and add the extra customer value to every consumer’s experience with you, in hopes of building a loyal, returning customer base. Especially when the online competition is so high.

In today’s world, the customers are in the driver’s seat, which is why we need to work with them to listen and adhere to their needs.Chatbots are beneficial to both the business and the customer in improving customer service by filtering through past chats to see what’s working for the company as well as how they can better themselves.

Tuesday, November 14, 2017

Exploring Shopping Ads

Shopping ads are a type of paid advertising on Adwords that can benefit your business. They help increase revenue and brand awareness on products and services. 

What's so special about shopping ads? This type of ad features detailed information about specific products that you sell. They often appear within a search query for a product on Google and includes the price, image, detailed description, reviews, product links, shipping information, deals and more. Please keep in mind that shopping ads do not get triggered by keywords. You will need to have an existing shopping cart on your website in order to qualify.

Shopping Ads Benefits

Here are some benefits that shopping ads can bring to your business: 

Increase traffic. This tool helps you upload your store, brand and product data and make it available on Google. Many businesses experience a higher CTR with shopping ads compared to search ads 
Increase sales. You can see a part of your return on investment faster than with search ads. Every online purchase is tracked 
Broader presence. Shopping ads appear along text ads as well, which gives you more opportunities to catch the attention of active shoppers 
More data. You can see how specific products are performing at granular level and make decisions based on them

Where to start?

1-       Google Merchant Center: this tool helps you upload your store, brand and product data and make it available on Google. 
2-       Product data feed: shopping ads do not have any keywords, but rely on the data from your products.  
3-       Google Policy: Google Shopping Policies are different that the one’s from Adwords. Make sure you comply with them before you begin advertising

If you are interested in this type of advertising for your business; Contact Tailbase Digital Marketing Team today at

Thursday, November 2, 2017

Black Friday Best Practices For Increasing Online Sales

Flyer Management

 Make sure your current Holiday flyer is added to your website. Why? This is the first image the consumer sees that promotes your products and hopefully sets you apart from the competition. It's a way for people who are visiting your site to quickly learn about your special deals without having to search your entire website for what they're looking for. Remember, it's not easy to shop during the Holidays, and amid the most competitive season, the products you're promoting must be clear and have as many relevant options as possible for the consumer to continue navigating your page.

Banners are important

Our website design features a slideshow on the homepage and we encourage our clients to use it as often as possible. The banner is the first impression a user gets when they visit your website for the first time. Make sure the banners you have on display are relevant to your brand, updated and most importantly linked to the corresponding deals/sale/event. For example, imagine finding yourself in a massive library looking for a specific book, let's say a book about how to play poker. How are you going to find it? Simple, look for the section of the library that your book might be in, and search through the rows of books for a title cover that answers your question. The same thing happens online, you look through different "books" and buy the one that’s appealing to you. If the banner is appealing to a user but when they click on it it doesn’t go anywhere that means the “book” is missing and there’s only the cover. This will probably end in frustration and the user is going to exit the website and look for another store.

Themed Banners

If you’re looking to make that first impression count, why not do it with a professionally designed banner? In the spirit of making great deals for your customers, Tailbase is offering Black Friday themed banners for only $20 each.

We offer a “Product” themed banner which is great for showcasing your appliances and electronics.

Or, we offer a “Lifestyle” theme, which is ideal for displaying your furniture deals in a home setting.

We’ll use the exact same layout as the samples above, except we’ll make the information on the banner match the product you’re highlighting.

Please provide us with the brand, model number, regular price, and sales price for your products of choice and send your request to before November 15 to take advantage of this great offer.

E-mail Marketing

Users subscribing to your newsletter are very valuable and you should give them the attention they deserve. Offer them flash deals, reminders with upcoming events, online coupons and they will surely repay you by staying loyal to your brand. We recommend sending out an e-mail blast once or twice a week. Finding the right balance is important because you do not want to overwhelm your consumer to the point that they un-subscribe.

Featured Products

If your website is equipped with featured product(s), make sure to use this prime real estate area on your home page to advertise your very best deals. Don’t forget to put a regular price and a sales price on each item so visitors can clearly see how much they will save in % or $. Online shoppers may not find the initial product they were looking for, but the great deals on your homepage may encourage visitors to continue browsing your website to see what other great deals you have.


Coupons are a huge part of successful advertising, and most consumers do not even bother to purchase a product/service online or visit a store if there is no incentive available. Purchases tend to go through the roof during the Holiday season and consumers deplete their budget very quickly. Offering a coupon is the best strategy to gain new clients and to distract them from the competitors.

Online Advertising

Take advantage of platforms like Adwords and Facebook for paid per click ads. Make sure to promote all of your Holiday sales, products, and events to reach as many users as you can within your budget. Online advertising can even help you get better SEO results and rank higher on Google. The Holiday season is one of the most important ones of the year to improve your annual sales record. If you already have your hands full and you need some help we are always here to help.
Contact us today at 

Tuesday, October 31, 2017

Why Should You Get a Shopping Cart on Your Site?

What is the common thread among all of the famous businesses like Amazon, EBay or Alibaba …? Not only they are e-commerce businesses but they have a strong online marketing strategy. Their success started with a desire to give shoppers and merchants a unique buying experience while shopping on the web! Simple and trendy, online shopping proposes exclusive and flash deals at better prices than in-store, especially on Cyber Monday!

Nowadays, shoppers buy products via their mobile- 30% of the US commerce is made of mobile purchases. 81% of shoppers conduct an online search before purchasing.


How to turn their potential customers’ shopping habits into buying ones? How to have customers rush to your site and perform an action?  First, it takes a shopping cart on your site.

Check with your website provider if they offer you this option. Then, you need to determine the payment gateways, the delivery options and radius, the fees and taxes. Most of the time your solution’s provider will be in charge of all the technical support.

Here are a few tips to consider if you decide to add a shopping cart to your site:
-       -   Avoid the “Contacts us for price” and ad prices to your products;
-       -   Make sure you offer special deals and compelling offers to attract customers and drive more sales to your business;

-       -  Update your website and products list regularly. This implies to change your prices & banners when necessary so that your site is current;
-       -   Promote your offers with a strong SEM campaign. 

At Tailbase, we offer a shopping cart that can be included into the web solutions you choose. Plus, we propose digital marketing services. Contact us for more information Today!

Thursday, October 5, 2017

Get Ready for the Holiday Season!

Retailers are you ready for the holiday season? Believe it or not, early shopping for best deals has become a trend! As shoppers start browsing for Christmas gifts by the beginning of November thus retailers’ strategy should be finalized and set beforehand. This year, online holiday sales are projected to increase up to 12% over 2016 and reach $129Billion. These figures definitely encourage retailers to set their marks at the earliest especially if they want to make it during the peak season. How to optimize your sales online and get higher conversions during this peak season?

Here are some tips to consider while planning your digital marketing strategy and running online campaigns:

-Promote your sales with online campaigns to drive people to your site before the holiday comes

-Set your goals and determine your bid strategy on AdWords with a clear understanding of your customers’ habits. AdWords Smart bidding can help you optimize conversions in each or every auction.

-Revisit your audience list strategy and explore new funnel tactics to acquire new customers

-Optimize your creatives! Keep your existing and high performing creatives running during the holiday season, but rotate them in some promotional holiday ads.

-Expand your audience and re-engage your customers

These tips will help you monitor your campaigns online better this coming holiday season; yet, keep in mind that retailers should give their customers a unique shopping experience on their site. How to do it?
-          Make sure your site is current and updated

-          A website loading time and page speed can also put weight on the balance. 44% of shoppers would cancel their online orders mid-way just because of a website delay! Thus, make sure your site cope with customers’ expectations especially on Cyber Monday.

 Ensure your website is mobile friendly as customers shop more on their mobile device than desktop!

Tailbase offers digital marketing solutions that can help you going through the busy holiday Season with less stress. Don’t hesitate to contact us!

Tuesday, May 31, 2016

Why Your Website Needs An SEM Strategy?

Data you should know…

-Today, there are more than 3.26 billion internet users worldwide which represent 40+% of the world population.
-966 million websites are currently running in the world. The internet contributes to over $2.2 trillion in annual retail sales.
-As the #1 search engine in the world, Google has trillions of searches conducted yearly with half of those searches done on mobile i.e smartphones and tablets. Google is now using mobile compatibility as a factor when ranking websites.

 -By 2017, the internet traffic will keep on increasing and be higher than all prior internet years combined.

While processing all these facts and knowing that you are now informed about the changes; how will you make decisions on your online business to stand out locally and/or globally and drive more traffic to your website? Have you ever heard of SEM?

What is SEM?

Search engine marketing (SEM) implies the promotion of websites online. It consists in purchasing ads on search engines like Google Adwords (the most popular search platform), Bing or Yahoo to make your website be more visible and gain more traffic. Paid Search ads are the best allies to cease and embrace consumers’ micro-moments. The goal is to ensure that they go and buy your products and services on your website.  
SEM can indeed help your business grow, increase your visibility on search engine results pages and make your site rank higher on the Google search Network. In order to face all these online changes, you should take action and opt for an SEM strategy. It’s now time to consider building a strong online marketing strategy!

Tailbase services…

Among all its digital marketing services, Tailbase proposes SEM Keywords and Remarketing campaigns on Google Adwords to help your website be more visible online and drive more potential customers to your website.

Email us today for more information:!