This week, NexTag announced some new enhancements through their new “Merchandising and Performance Optimization” tool. The announcement indicates that the new functionality will be rolled out in early Q1 but we have noticed the new tool is available for some merchants now. We have been waiting for enhanced functionality within the CSE’s for some time now and are excited about these changes. Most interesting is the ability to now place bids on Keyword Phrases to enhance a merchant’s listings. I’ll highlight the major enhancements according to the NexTag announcement below.
Brand Bidding
Bidding will now be available at the Brand level for those Brands relevant to a merchant’s catalog. A Brand can obtain a boost in rank with this bidding model which will be added on to the baseline CPC. The aggregate bid (baseline + boost) will determine a brand’s rank.
Keyword Bidding
Keyword Bidding perhaps offers the greatest flexibility in product promotion. Once again, NexTag will offer a potential boost in rank based on a searched keyword phrase, and rank will be determined by aggregate bid. The merchant can choose either Broad or Exact match much like what is available to PPC advertising. We are told that there are no limits to the number of keyword phrases a merchant may bid on. The more granular bids (Product vs. Category bidding) will trump other bids.
Premium & Enhanced Marketing Messages
NexTag is enhancing it current promotional message feature by allowing 2 types of placements (Premium and Enhanced). Messages can identify with Category, Brand, Keyword or Product. Bidding on Marketing Messages will be conducted through the already familiar Auction Model (Merchant with the highest bid will win placement and pay $0.01 higher than the next highest bidder). Promotional product messages to highlight sales as well as Store messaging highlighting promotions such as Free Shipping will be allowed but subject to a 60 character limit.
Top Placement
Top Placement bidding will work through the Auction Model and winning Merchants will earn a spot in the Top 5 listings on a page. If a Merchant’s listing already resides within the Top 5 for a given search, a click to that product will not cost anything above the current CPC bid. There will be a minimum bid associated with Top Placement and that bid will vary by category.
Initially, none of these new bidding models will be available directly through the submission of the feed. All enhanced bidding will have to be done within the new tool available in the account interface. NexTag tells us they will have these features available directly within feed submissions in the future.
We are excited to have the added flexibility through these new bidding and message tools for our clients. Coordination with PPC and SEO teams will be essential in maximizing ROI. This also opens the opportunity for expanded testing of keyword phrases and ad copy that can be transferred across channels.
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