0
Advanced Strategies on
Driving Conversions with Social
Social Commerce 2.0 Presented by AddShoppers & CPC Strategy
#cpcweb...
Webinar Housekeeping
Webinar Recording & Questions
 Stay tuned for webinar recording email (next week)
 Q&A following th...
About CPC Strategy
We Drive Conversions by Matching Retail Inventory
with Consumer Intent.
Services Include
 Retail-focus...
Stephen Kerner
Retail Search Manager & Social Media Expert
@KernerStephen
 Retail Search Expert
 Heads up Social Media m...
Chad Ledford
AddShoppers | Co-Founder
AddShoppers Speaker
 Co-Founder of 3tailer.com - Inc. 500 ecommerce retailer with o...
What We’ll Cover
 What’s Social 1.0?
 Social 2.0: How Social Ties Into Existing Channels (Live
Examples)
 How to Implem...
What We’ll Cover
 Chad’s Slides
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
What We’ll Cover
 What’s Social 1.0?
 Social 2.0: How Social Ties Into Existing Channels (Live
Examples)
 How to Implem...
What is Google Dynamic Remarketing (GDR)?
 Product-level retargeting with dynamic ads
 Ecommerce-focused retargeting too...
Dynamic Remarketing Capabilities
 Managed directly in AdWords – Google knows your product performances
 Retargeting auto...
Step 1. Create a New Display Network Only Campaign
 In the AdWords login…
Google Shopping Is Now PaidSet Up Dynamic Remar...
Step 2. Link the New Campaign with Your
Google Merchant Center feed
 Google can pull images and product info from your fe...
Step 2.1 Getting and Installing the Tag
 Google will create the tag that needs to be installed and allow you to email the...
Step 2.2 Checking the Installation of the Tag
 Go to Shared Library on the left side of AdWords > Select Audiences > then...
Step 3. Create a New Ad Group
 Audience segmentation is key here
 PRO Tip: create an AdGroup for each segment you build ...
Step 4. Create and Design Your Ads
 KISS
 PRO Tip: A/B test ad design
 Size matters - 728 x 90 typically garners the mo...
Step 4. Create and Design Your Ads (continued)
 Dynamic Product ads - Image vs. Text
 Image is the more common of the tw...
Google Shopping Is Now PaidSet Up Dynamic Remarketing Campaigns
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact...
Google Shopping Is Now PaidSet Up Dynamic Remarketing Campaigns
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact...
What We’ll Cover
 What’s Social 1.0?
 Social 2.0: How Social Ties Into Existing Channels (Live
Examples)
 How to Implem...
Need Help Managing Product
Remarketing Campaigns?
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.c...
CPCStrategy.com/Resources-Retail-Search
Shoot Us An Email
contact@cpcstrategy.com
@Cpcstrategy
Questions? Comments?
Check ...
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Social Commerce 2.0 With CPC Strategy & AddShoppers

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In this LIVE webinar event, retailers will learn how to drive orders by integrating social into their existing channels like SEO, email marketing, and retargeting. CPC Strategy’s Stephen Kerner and AddShoppers Co-founder Chad Ledford team up to deliver advanced social commerce strategies supported by real client data.

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Transcript of "Social Commerce 2.0 With CPC Strategy & AddShoppers"

  1. 1. Advanced Strategies on Driving Conversions with Social Social Commerce 2.0 Presented by AddShoppers & CPC Strategy #cpcwebinar
  2. 2. Webinar Housekeeping Webinar Recording & Questions  Stay tuned for webinar recording email (next week)  Q&A following the presentation  Chat box to the right  Tweet #cpcwebinar Jon Gregoire Marketing & Communications @Jon_Gregs #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Speakers Stephen Kerner Retail Search Manager and Social Media Expert Chad Ledford Co-Founder of AddShoppers
  3. 3. About CPC Strategy We Drive Conversions by Matching Retail Inventory with Consumer Intent. Services Include  Retail-focused Paid Search (PPC)  Product Listing Ads Management  Full-Service Shopping Channel Management  Dynamic Remarketing  Product Feed Management  Founded in 2007  More than $35 million a year in managed ad spend  Over +250 active clients  2x Top 50 fastest growing companies in San Diego  Now an Official Google Shopping Partner Visit CPCStrategy.com/packages #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
  4. 4. Stephen Kerner Retail Search Manager & Social Media Expert @KernerStephen  Retail Search Expert  Heads up Social Media marketing for clients and CPC Strategy  Manages 20 different Retail Search campaigns CPC Speaker #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
  5. 5. Chad Ledford AddShoppers | Co-Founder AddShoppers Speaker  Co-Founder of 3tailer.com - Inc. 500 ecommerce retailer with over 200k SKUs and 100+ warehouses  Founded AddShoppers in 2011 and now has over 50,000 users #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Manages Over $50,000 in Ad Spend
  6. 6. What We’ll Cover  What’s Social 1.0?  Social 2.0: How Social Ties Into Existing Channels (Live Examples)  How to Implement Dynamic Remarketing  Live Q&A #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
  7. 7. What We’ll Cover  Chad’s Slides #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
  8. 8. What We’ll Cover  What’s Social 1.0?  Social 2.0: How Social Ties Into Existing Channels (Live Examples)  How to Implement Dynamic Remarketing  Live Q&A #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
  9. 9. What is Google Dynamic Remarketing (GDR)?  Product-level retargeting with dynamic ads  Ecommerce-focused retargeting tool  Relatively easy to set up – 4 Steps  Runs on the Google Display Network Google Shopping Is Now PaidIntro to Google Dynamic Remarketing #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
  10. 10. Dynamic Remarketing Capabilities  Managed directly in AdWords – Google knows your product performances  Retargeting automation – ad layout, and product recommendation engine  Audience segmentation – including product viewers, cart abandoners, and past purchasers  Insights into audience demographics  No minimum monthly fees unlike popular retargeting platforms Google Shopping Is Now PaidIntro to Google Dynamic Remarketing #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Dynamic remarketing ads boosted conversion rates by 119% vs. regular retargeting ads via @adwords #CPCWebinar
  11. 11. Step 1. Create a New Display Network Only Campaign  In the AdWords login… Google Shopping Is Now PaidSet Up Dynamic Remarketing Campaigns #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
  12. 12. Step 2. Link the New Campaign with Your Google Merchant Center feed  Google can pull images and product info from your feed to help you create ads Google Shopping Is Now PaidSet Up Dynamic Remarketing Campaigns #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
  13. 13. Step 2.1 Getting and Installing the Tag  Google will create the tag that needs to be installed and allow you to email the tag and instructions to anyone.  Google will then create the four basic list  General site visitors  Cart Abandoners  Product viewers  Past Purchasers Google Shopping Is Now PaidSet Up Dynamic Remarketing Campaigns #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
  14. 14. Step 2.2 Checking the Installation of the Tag  Go to Shared Library on the left side of AdWords > Select Audiences > then view tag details Google Shopping Is Now PaidSet Up Dynamic Remarketing Campaigns #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
  15. 15. Step 3. Create a New Ad Group  Audience segmentation is key here  PRO Tip: create an AdGroup for each segment you build out  PRO Tip: Bid higher on more refined segments Google Shopping Is Now PaidSet Up Dynamic Remarketing Campaigns #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
  16. 16. Step 4. Create and Design Your Ads  KISS  PRO Tip: A/B test ad design  Size matters - 728 x 90 typically garners the most clicks ; 336 x 280 has seen the highest CTR Google Shopping Is Now PaidSet Up Dynamic Remarketing Campaigns #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
  17. 17. Step 4. Create and Design Your Ads (continued)  Dynamic Product ads - Image vs. Text  Image is the more common of the two and what you will most likely see in the wild.  Text still shows on the GDN and products dynamically update. This format isn’t as common in the wild. Google Shopping Is Now PaidSet Up Dynamic Remarketing Campaigns #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
  18. 18. Google Shopping Is Now PaidSet Up Dynamic Remarketing Campaigns #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Check List to Creating Your Ads  Layout – Optimize is your best bet to get the most visibility.  Does Merchant ID match?  Upload your logo  Select headline text Step 4. Create and Design Your Ads (continued)  PRO Tip: Match your color and brand scheme as best as you can  PRO Tip: Play around with the advanced settings to make your ads unique
  19. 19. Google Shopping Is Now PaidSet Up Dynamic Remarketing Campaigns #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Step 4. Create and Design your ads (continued)  PRO Tip: Name your ads, so you can easily label them when you are A/B testing.
  20. 20. What We’ll Cover  What’s Social 1.0?  Social 2.0: How Social Ties Into Existing Channels (Live Examples)  How to Implement Dynamic Remarketing  Live Q&A #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
  21. 21. Need Help Managing Product Remarketing Campaigns? #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Maximize Your Remarketing Campaign Efforts Call or email us to get more information about our Dynamic Remarketing services. Email: contact@cpcstrategy.com Phone: (619) 677-2453
  22. 22. CPCStrategy.com/Resources-Retail-Search Shoot Us An Email contact@cpcstrategy.com @Cpcstrategy Questions? Comments? Check Out Our Extensive Library Of Resources On Retail Search #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
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