How Schema Markup helps in SEO? How to implement?

How Schema Markup helps in SEO? How to implement?
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You should search around before asking such questions, even a simple Google search can go a long way.

https://www.searchenginejournal.com/schema-101-improve-seo-results/204858/

It can be implemented with a plugin easily if you are using Wordpress for your website.

Expect a transaction to happen on a specific date – to a customer-centric focus that revolves around loyalty, engagement, and experiences.

Stop Operating in a Silo

Instead, develop a fluid integration of in-store and online infrastructures.

Provide customers with end-to-end personalization no matter what step they’re on in the buying journey.

Invest in Technology

Invest in technology to unlock the value and power of your data to create experiences that consumers expect like:

Personalized recommendations.
In-store availability.
Making product fulfillment and returns possible both online and instore.
Quick Tips to Capture BOPIS Growth This Holiday Season

The holiday season isn’t just around the corner, but actually on our doorstep, as 4 in ten shoppers plan to start shopping for the season by November 1.

But more importantly, 55% plan to do so online. (That’s not a surprise considering Statista has reported double-digit holiday ecommerce sales growth since 2010.)

Annual holiday season retail ecommerces sales growth in the US from 2010 to 2018

Research from Microsoft Advertising internal data can shine a little light on the trends surrounding the BOPIS phenomenon, especially thinking about the holiday season.

We’ve set a $50 budget in the example below:

Setting a daily budget in Google Ads

When we drill down into the account, we see the “disclaimer” text when we set our budget.

Warning message when you set your daily budget in PPC

In theory, this means you could open your campaign mid-month and discover you’ve spent already your entire monthly budget.

(Of course, we don’t recommend waiting until the middle of the month to look into your account. You should really monitor it daily. But if you’re trying to manage your PPC accounts on your own, it can happen.)

As you can imagine, this would be a nasty surprise if you don’t know how the “daily campaign budget” works.

This is also problematic if you pause your campaign in the middle of a month. You may find you’ve already spent your entire monthly budgeted allotment before you hit pause!

As a workaround, you might be tempted to cut your budget in half. You don’t want to risk spending $100 a day when you only want to spend $50, so you set your daily campaign budget to $25. But that’s not a great solution either.

I can understand why Google made this change. Campaigns naturally experience spikes and lulls in daily activity, so having flexibility in how the budget is applied sounds like a good thing.

But I’m not sure that this approach is the best solution – especially when it’s so misleading.

Perhaps a better solution would be to allot a maximum budget for an entire campaign. But so far, that capability is limited to video campaigns with specific stop and start dates.

However, the rules and capabilities remain fluid. Just the other day I noticed that one of our accounts now has an option of setting a monthly budget for search campaigns – an option that wasn’t available before:

PPC monthly budget example

(I checked a couple of our other accounts, and they still don’t have this option. The change is so new that, at the time of writing, Google hasn’t updated the Google help file yet. It will be exciting to see where this goes!)

2. When an Exact Match Really Isn’t an Exact Match

Once upon a time, an “exact match” in Google Ads keyword matching options was exactly that – an exact match.

The match had to include the specified keywords, only those words and in the same order for an exact match to be made.

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So the keywords “athletic shoes women” would only impression under exact match if “athletic shoes women” was the search term.

But times have changed.

Some time ago, Google updated its exact match rules to allow close variants. Those variants allowed for changes in word order or slight variations in spelling.

But since September 2018, exact matches can now allow for keyword variations that share the same meaning.

Today, ads with the keywords “athletic shoes women” could conceivably impression for the following search terms:

Women athletic shoes (different word order)
Athletic shoes for women (includes “for”)
Sports shoes women (similar meaning)
Women’s runners (similar meaning)
If you were using exact match as a way to minimize irrelevant ad clicks, you now have a problem.

You might be able to compensate by adding to your negative keyword list like crazy.

Another option we used to suggest was using “phrase match” as an alternative because it wasn’t included in this “close variants” update. But unfortunately, that option also changed recently – right while I was finishing off this article!

As of July 31, close variants will also apply to broad match modifier and phrase match keywords.

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