PPC for ecommerce websites


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A presentation on how ecommerce websites can maximise revenue and ROI from pay per click campaigns by Ann Stanley, MD of Anicca Digital

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  • This diagram shows the principles of using call tracking technology, which is particularly suitable for B2B or service sites where a large proportion of the enquiries are over the phone rather than via an online form or other transaction.These are the steps involved in call tracking technology:User carries out a searchUser clicks on your adThey arrive on your website and see unique dynamic number served using the JavaScript code*They call your unique number – redirecting to your office numberThe information about the source of the traffic is matched up with the call and sent to the call tracking dashboard This information can be used to determine which keyphrases or sources of traffic generate conversions by phoneWhen a call is made a “Virtual page is visited” on your website, which is then recorded in your AnalyticsYou can set this page up as a Goal, and import this data back into AdWords to enable optimisation based on calls rather than completion of an online formCall tracking technology is available by investing in third party software. There are a few suppliers on the market, however the technology is relatively new, so you may have to shop around.*Most systems offer dynamic call number generation - where you add a code to your website and it generates a unique phone number that is displayed to each user when they arrive on the site. The software can determine the source of the traffic, and if they then call the phone number, this information is matched up and sent to Analytics and the call tracking dashboard; enabling you to see the source of the call (right down to the keyword they typed in).
  • PPC for ecommerce websites

    1. 1. @annstanley
    2. 2. @annstanleyWinning PPC tactics forecommerce websites by Ann Stanley March 2013
    3. 3. @annstanley Agenda1. Google results – what the searcher sees?2. Shopping results and Product Listing Ads3. Ad Extensions4. Location and call extensions5. New enhanced ads6. Remarketing and other ad formats7. Tracking and reporting8. Optimising for Revenue and ROI
    4. 4. @annstanley Ecommerce landscape On-site Sales On-site salesSales from Search from other sources marketing (Email, affiliates, display ads, social, (PPC, SEO, mobile, shopping comparison, Merchant Centre) voucher sites) Conversion optimisation OtherShopping platforms off-site sales & market places (Social, Mobile, drop shipping, (Amazon, eBay) daily deals sites) Off-site Sales
    5. 5. @annstanley 1) Google results –what the searcher sees?
    6. 6. @annstanley Google results for [luggage] Product Listing Pay per click ads ads Local business listings Organic ornatural search Pay per click results ads
    7. 7. @annstanley2) Shopping results and Product Listing Ads
    8. 8. @annstanleySummary of different shopping results in Google Keywords = Samsonite luggage Organic shopping results AdWords Products Map and Product Listing ads ad extension Local listings(Merchant Centre)
    9. 9. @annstanleyShopping results
    10. 10. @annstanley Product extensions• Product extensions adds product description and price to a normal ad• Just link each campaign to your Merchant Centre• Only appears in top 3 and rarely shown
    11. 11. @annstanleyExamples of Product Listing Ads
    12. 12. @annstanley Setting up Product Listing ads1. Live Merchant Centre Account with active feed from your product database2. Add your AdWords ID into Merchant Centre3. Within AdWords link each campaign to Merchant Centre using Product extensions section of Ad Extensions tab4. Create a campaign just for PLA5. Create ad groups for each product category or brand - during this process you will need to select the ad type of “product listing ad” but you do not need to select any keyphrases6. For each ad group create a target in the Autotarget tab, this must relate to the content of your original database or CSV file uploaded to Merchant Centre
    13. 13. @annstanleyProduct listing ads - Autotargets
    14. 14. @annstanleySee search terms that triggered PLA
    15. 15. @annstanley Dynamic search ads• Can be used in addition to PLA ads e.g. when you do not have a Merchant Centre account• Create campaign and ad groups to target a specific category or section of your site• Create dynamic ads on Ads tab• Use Autotarget tab to target by Title tag, Category, URL or page content
    16. 16. @annstanleyCreating Dynamic Search ads
    17. 17. @annstanley3) Ad Extensions
    18. 18. @annstanley Use of ad extensions? Pros Cons• Makes your ad stand out • Appears <10% of the time• More information for user • Some only appear in top 3• Users more likely to click on positions e.g. Sitelinks your ad (probably the • Can cause bid inflation headline)• Achieve higher click through rate (CTR) and Quality Score
    19. 19. @annstanleyAd Extensions - Sitelinks
    20. 20. @annstanleySocial extensions
    21. 21. @annstanleyApp extensions (mobile and tablets)
    22. 22. @annstanley Communication extension – beta test• Most advertisers do not have access to this extension, because it is still in beta
    23. 23. @annstanleyStar rating (not an extension!)
    24. 24. @annstanley4) Location and call extensions
    25. 25. @annstanleyLocalised results
    26. 26. @annstanleyLocal listings
    27. 27. @annstanleyLocal listing (in Google+)
    28. 28. @annstanleyCall and location extensions
    29. 29. @annstanleyClick to call
    30. 30. @annstanleyCall Extension data
    31. 31. @annstanley5) New Enhanced Ads
    32. 32. @annstanley Enhanced ads Before AfterDevices Separate campaigns, with Combined campaign – use bid separate budgets, bids, ads, modifiers to turn mobile bids up or URLs and keyphrases down No control over desktops and Tablets (combined campaign only) Bid inflation expectedGeo-targeting Separate campaigns for each Combined – but easy bid modifier target area for each locationScheduling Turn campaign on and off (15 Combines time and bid adjustment mins) with bid modifiers with results screenSitelinks Simple to set-up at campaign Additional control – e.g. ad groups level and mobiles Data lost when links changed Additional and saved reportsOffer ad Not available Create offer for use in storeextension
    33. 33. @annstanley Mobile campaigns• Simpler to set-up but: – Can’t have separate campaigns for each device – Only manage the bid for mobiles, less control of other aspects e.g. ad, URL etc… – Lack of control e.g. for mobile only websites, tablet specific campaigns – Expected to lead to bid inflation, as everyone is forced to use mobile
    34. 34. @annstanleyBidding by device and results
    35. 35. @annstanleyBids by location (on settings tab)
    36. 36. @annstanleyScheduling – new format
    37. 37. @annstanleySchedule details
    38. 38. @annstanley Sitelinks• Flexibility: can be added at ad group level• More detailed reporting: Find out the number of clicks that occurred on any part of your ad, every time an individual Sitelink appeared. Break down the statistics by campaign, ad group or ad.• Data retention: Edit your Sitelink extension without resetting its performance statistics.• Customised Sitelinks for mobile• Scheduling with start and end dates
    39. 39. @annstanleyOffer extension
    40. 40. @annstanley6) Remarketing and other ad formats
    41. 41. @annstanleyRemarketing in AdWords (aka stalking)
    42. 42. @annstanleyRemarketing results
    43. 43. @annstanley Remarketing results Client 1 Client 2 Client 3 Client 4 View- Conv. View- Conv. Conv. View- Conv. View- Conv. Conv. (1- through rate (1- Conv. (1- through rate (1- (1-per- through rate (1- Conv. (1- through rate (1-Campaign per-click) Conv. per-click) per-click) Conv. per-click) click) Conv. per-click) per-click) Conv. per-click)TOTAL 445 84 1.7% 2833 220 2.57% 559 118 2.44% 862 1716 1.06%Brand 39 0 6.7% 413 0 8.99% 433 0 5.13% - - -Remarketing 9 84 2.3% 54 215 3.11% 15 118 1.34% 179 1716 3.06%Competitors - - - 216 0 2.01% - - - 184 0 1.88%Vouchers 29 0 15.26% • Remarketing in Google is on a CPC basis but its success has pushed the prices up (one account has increased from 78p to £1.38 in a year) • Retargeting is also available outside of Google via ad-serving networks or Demand Side Platforms (DSP) – mainly sold on a CPM basis • Facebook have just launched Facebook Exchange in the UK (via a limited number of distributors) - offering Retargeting and Behavioural targeting on a CPM basis
    44. 44. @annstanleyPromoted video and YouTube ads
    45. 45. @annstanleyVideo campaigns in AdWords interface
    46. 46. @annstanley7) Tracking and reporting
    47. 47. @annstanley Tracking in AdWords• Make sure all buyers are automatically returned from the payment gateway to a ‘thank you’ page on your site• PPC conversion tracking code should be added on your ‘thank you’ page• Use Dynamic PPC conversions code to bring in sales value• Track both “1 conversion per click” and “Many conversions per click”• Link your accounts so Analytics data is imported into AdWords (bounce rate, time on site, pages per visit, % new visitors)• Use of imported Goals for other conversions e.g. Calls, Event tracking (e.g. downloads or video plays)
    48. 48. @annstanley Dynamic PPC scriptwith conversion value The actual field used will depend on your shopping cart and the program used to write your ecommerce software e.g. php
    49. 49. @annstanleyCampaign data in AdWords
    50. 50. @annstanleyConversions Attribution –top paths leading to a sale Assisted click – in conversion path Last click before a conversion
    51. 51. @annstanley Integration of channels(last click vs. assisted click)
    52. 52. @annstanleySearch funnel data in AdWords
    53. 53. @annstanleyCall tracking & optimisation • Phone tracking software is now available to determine the keywords that triggered a phone call from your website • Ideal for sites where conversions are also taken over the phone as well as online • Dynamic code is added to your website, which generates unique phone numbers every visit • If the number is called it is redirected to your normal phone number, with the option to record the call • The users’ referral data is sent to the tracking software and a virtual page is fired and tracked in Analytics • A Goal can be set-up in Analytics and imported back into AdWords to allow “Call Optimisation”
    54. 54. @annstanley Goals in Analytics andConversion data in AdWords
    55. 55. @annstanley8) Optimisation for Revenue and ROI
    56. 56. @annstanley Managing PPC – what’s important?• Campaign set-up – granular structure with thousands of target keyphrases. Use of campaign settings such as devices and geo-targeting to increase relevancy and Quality Score• Quality Score – Google’s measure of relevancy – it affects your position and how much you pay (e.g. QS of 8/10 you pay half as compared with 4/10)• Click through rate – use ad extensions to make them more relevant and stand out, pause phrases and ads with a CTR below 1%, otherwise this drags down your QS• Position and bidding – you may have to bid lower (cost per click) and settle for position 3-6 to avoid the bidding war of position 1-3, where the CPC will be too high!• Conversion rates – use of landing pages and ad testing to maximise conversion rates• Cost per acquisition (CPA) – most sites have a typical conversion rate of 1%. Your cost per sale (or lead) will be 100 x your cost per click – how much is a sale worth to you?• Revenue and ROI – optimising for revenue and ROI is normally the primary objective of ecommerce websites (as compared to conversion rates and CPA)
    57. 57. @annstanleyCost & Revenue data in AdWords
    58. 58. @annstanleyCost & Revenue data in Analytics
    59. 59. @annstanleyROI on Clicks tab (Analytics)
    60. 60. @annstanleyNew cost comparison data in Analytics
    61. 61. @annstanleyDesigned for importing other advertising costs e.g. MSN
    62. 62. @annstanleyAdWords example
    63. 63. @annstanley Summary• Google has more new features to help advertisers maximise their clicks and conversions• Google Shopping will shortly be paid results only! – Product Listing ads (PLA) are the main method to display shopping results – PLA conversion rates are high but CPC is increasing (big brands dominate) – Dynamic search ads do not stand out as much, there is limited control and are less effective• Ad extensions allow advertisers to augment their ads with extra information: – Making ads stand out - encouraging click throughs (CTR) – Some only displayed in top 3 positions and usually <10% of impressions• Local presence (Google+ page) and mobile ads are also important – but the new enhanced campaigns have received a mixed response!• Remarketing (stalking) continues to be effective but bid inflation has now made traditional contextual Display too expensive• Integration between AdWords and Analytics (and dynamic conversion tracking); now allow easier optimisation based on revenue and ROI
    64. 64. @annstanleyThank You Ann Stanley @annstanleyann@anicca.co.ukwww.anicca.co.uk
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