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SEM Optimization for Ecommerce Sites

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Flip through this to learn about …

Flip through this to learn about
Search Engine Marketing 101
Best Practices for Campaign Tracking
Measurement & Analytics
Effective Google & Bing Features


Hosted by RJMetrics and SEER Interactive.

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Transcript

  • 1. Search Engine Marketing 101
  • 2. Glossary of Terms • PPC – Pay per click, a term used to describe online advertising methods in which the advertiser is charges only when a user clicks on an ad • SEM – Search engine marketing, often used synonymously with PPC • Google AdWords – Google’s online advertising program where you pay only when a user clicks your ad • Average CPC – average amount you paid per click • PLAs – Product Listing Ads, Google’s paid inclusion shopping feed • Conversion codes – used to track conversions on your website #ecommerceSEM
  • 3. Best Practices for Tracking Performance
  • 4. Best Practices • Tag Your URLs – AdWords has auto-tagging feature to ensure all URLs have Google Analytics parameters #ecommerceSEM
  • 5. Best Practices • Tag Your URLs – For other advertising platforms, you must manually append the parameters – Can choose to do so on Google for greater control over parameter values – Tip: Use Google’s URL builder http://bit.ly/URL-Builder #ecommerceSEM
  • 6. Best Practices #ecommerceSEM
  • 7. Best Practices • What happens if you don’t tag your URLs correctly? – Other traffic sources get credit for your work! #ecommerceSEM
  • 8. Best Practices • Modify your Google Analytics (GA) & conversion codes to track revenue – Defaults do not contain the necessary lines of code to pull in your revenue data #ecommerceSEM
  • 9. Best Practices • Modify your Google Analytics (GA) & conversion codes to track revenue – Easy fix for conversion codes #ecommerceSEM
  • 10. Best Practices • Modify your Google Analytics (GA) & conversion codes to track revenue – Different story for GA – Update profile settings for ecommerce – Need additional lines of code #ecommerceSEM
  • 11. Best Practices • Modify your Google Analytics (GA) & conversion codes to track revenue – Great guide in Analytics Help Center http://bit.ly/GA-Ecomm – Tip: Additional code tweaks needs for shopping carts that live on another domain http://bit.ly/CrossDomain #ecommerceSEM
  • 12. Best Practices • Why should I do all this? – Gain insights to performance that you wouldn’t have available #ecommerceSEM
  • 13. Best Practices • Why should I do all this? – AdWords can show you that your brand name is driving the majority of your sales #ecommerceSEM
  • 14. Best Practices • Why should I do all this? – GA can tell you what these customers are buying #ecommerceSEM
  • 15. Measurement & Analytics
  • 16. Effective Bidding Practices • Use conversion columns in Google to quickly assess performance & ROI – Total Conv. Value, Value/Click, Value/Cost #ecommerceSEM
  • 17. Effective Bidding Practices • Assign unique strategies based on intent of query – Purchase vs. research vs #ecommerceSEM
  • 18. Effective Bidding Practices • Use a Conversion Assist report to help calculate the true value of each keyword #ecommerceSEM
  • 19. Effective Bidding Practices • Evaluate performance based on first 90-day of Customer Lifetime Value • Instead of Try using #ecommerceSEM
  • 20. Effective Ad Copy Practices • What makes you stand out among competitors? #ecommerceSEM
  • 21. Effective Ad Copy Practices • Make sure to test different offers CTR 2X Higher #ecommerceSEM
  • 22. Effective Ad Copy Practices • Make sure to test different offers – Tip: Ad copy rotation default setting is to optimize for maximum clicks, this is not your best bet for testing #ecommerceSEM
  • 23. Effective Landing Page Strategies • Where should you send your traffic? #ecommerceSEM
  • 24. Effective Landing Page Strategies • Where should you send your traffic? – Make sure your site is mobile optimized if you are targeting mobile devices • Product images should be large and clear on a smaller screen • Add to cart button should be thumb-clickable #ecommerceSEM
  • 25. Cohort Analysis 101 • Compare campaigns using Cohort Analysis #ecommerceSEM
  • 26. Effective Features within Adwords & Bing Ads
  • 27. Effective Advertising Features • Test AdWords Remarketing – Show your ads to audiences who have already visited your site #ecommerceSEM
  • 28. Effective Advertising Features • Test AdWords Remarketing – Target users who abandoned cart or have low retention – Upsell to users who had previously converted • Only signed up for newsletter? Serve them ads to buy #ecommerceSEM
  • 29. Effective Advertising Features • AdWords Remarketing – New Features – Remarketing Lists for Search Ads (RLSA) • Great way to break into competitive high CPC terms – Dynamic Remarketing • Use your Google Merchant Center account and dynamic remarketing pixel to target visitors with specific products viewed – Similar Audiences • One client increased revenue from the Google Display Network by 31% #ecommerceSEM
  • 30. Effective Advertising Features • Test Product Listing Ads (PLAs) – 8 out of the top 20 AdWords advertisers had more impressions from PLAs than standard text ads (source) * #ecommerceSEM
  • 31. Effective Advertising Features • Test Product Listing Ads (PLAs) – One SEER client saw 33% cheaper CPCs for comparable keywords – Also had a 11% higher conversion rate #ecommerceSEM
  • 32. Effective Advertising Features • Test Product Listing Ads (PLAs) – Use the optional adwords_grouping and adwords_label columns to control budget allocation and bids – By pulling regular search query reports (SQR) and adding negatives, optimize your ad groups and eliminate inefficient spend #ecommerceSEM
  • 33. Effective Advertising Features • Use Google Ad Extensions & increase your real estate – – – – Sitelink Extensions Call Extensions Location Extensions Offer Extensions #ecommerceSEM
  • 34. Key Takeaways
  • 35. Do These Now! – – – – – – – Track revenue from PPC campaigns Analyze a conversion assist report Test, test, and test again Be cognizant of default ad rotation settings Evaluate your landing pages Start remarketing to your visitors Enable sitelinks #ecommerceSEM