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Search Engine
Marketing 101
Glossary of Terms
• PPC – Pay per click, a term used to describe online advertising
methods in which the advertiser is cha...
Best Practices for
Tracking Performance
Best Practices
• Tag Your URLs
– AdWords has auto-tagging feature to ensure all URLs have
Google Analytics parameters

#ec...
Best Practices
• Tag Your URLs
– For other advertising platforms, you must manually append
the parameters
– Can choose to ...
Best Practices

#ecommerceSEM
Best Practices
• What happens if you don’t tag your URLs correctly?
– Other traffic sources get credit for your work!

#ec...
Best Practices
• Modify your Google Analytics (GA) & conversion
codes to track revenue
– Defaults do not contain the neces...
Best Practices
• Modify your Google Analytics (GA) & conversion
codes to track revenue
– Easy fix for conversion codes

#e...
Best Practices
• Modify your Google Analytics (GA) & conversion
codes to track revenue
– Different story for GA
– Update p...
Best Practices
• Modify your Google Analytics (GA) & conversion
codes to track revenue
– Great guide in Analytics Help Cen...
Best Practices
• Why should I do all this?
– Gain insights to performance that you wouldn’t have
available

#ecommerceSEM
Best Practices
• Why should I do all this?
– AdWords can show you that your brand name is driving the
majority of your sal...
Best Practices
• Why should I do all this?
– GA can tell you what these customers are buying

#ecommerceSEM
Measurement &
Analytics
Effective Bidding Practices
• Use conversion columns in Google to quickly assess
performance & ROI
– Total Conv. Value, Va...
Effective Bidding Practices
• Assign unique strategies based on intent of query
– Purchase vs. research

vs

#ecommerceSEM
Effective Bidding Practices
• Use a Conversion Assist report to help calculate the
true value of each keyword

#ecommerceS...
Effective Bidding Practices
• Evaluate performance based on first 90-day of
Customer Lifetime Value
• Instead of
Try using...
Effective Ad Copy Practices
• What makes you stand out among competitors?

#ecommerceSEM
Effective Ad Copy Practices
• Make sure to test different offers
CTR 2X Higher

#ecommerceSEM
Effective Ad Copy Practices
• Make sure to test different offers
– Tip: Ad copy rotation default setting is to optimize fo...
Effective Landing Page Strategies
• Where should you send your traffic?

#ecommerceSEM
Effective Landing Page Strategies
• Where should you send your traffic?
– Make sure your site is mobile optimized if you a...
Cohort Analysis 101
• Compare campaigns using Cohort Analysis

#ecommerceSEM
Effective Features
within Adwords &
Bing Ads
Effective Advertising Features
• Test AdWords Remarketing
– Show your ads to audiences who have already visited your
site
...
Effective Advertising Features
• Test AdWords Remarketing
– Target users who abandoned cart or have low retention
– Upsell...
Effective Advertising Features
• AdWords Remarketing – New Features
– Remarketing Lists for Search Ads (RLSA)
• Great way ...
Effective Advertising Features
• Test Product Listing Ads (PLAs)
– 8 out of the top 20 AdWords advertisers had more
impres...
Effective Advertising Features
• Test Product Listing Ads (PLAs)
– One SEER client saw 33% cheaper CPCs for comparable
key...
Effective Advertising Features
• Test Product Listing Ads (PLAs)
– Use the optional adwords_grouping and adwords_label
col...
Effective Advertising Features
• Use Google Ad Extensions & increase your real
estate
–
–
–
–

Sitelink Extensions
Call Ex...
Key Takeaways
Do These Now!
–
–
–
–
–
–
–

Track revenue from PPC campaigns
Analyze a conversion assist report
Test, test, and test agai...
SEM Optimization for Ecommerce Sites
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SEM Optimization for Ecommerce Sites

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


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Transcript of "SEM Optimization for Ecommerce Sites"

  1. 1. Search Engine Marketing 101
  2. 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. 3. Best Practices for Tracking Performance
  4. 4. Best Practices • Tag Your URLs – AdWords has auto-tagging feature to ensure all URLs have Google Analytics parameters #ecommerceSEM
  5. 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. 6. Best Practices #ecommerceSEM
  7. 7. Best Practices • What happens if you don’t tag your URLs correctly? – Other traffic sources get credit for your work! #ecommerceSEM
  8. 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. 9. Best Practices • Modify your Google Analytics (GA) & conversion codes to track revenue – Easy fix for conversion codes #ecommerceSEM
  10. 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. 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. 12. Best Practices • Why should I do all this? – Gain insights to performance that you wouldn’t have available #ecommerceSEM
  13. 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. 14. Best Practices • Why should I do all this? – GA can tell you what these customers are buying #ecommerceSEM
  15. 15. Measurement & Analytics
  16. 16. Effective Bidding Practices • Use conversion columns in Google to quickly assess performance & ROI – Total Conv. Value, Value/Click, Value/Cost #ecommerceSEM
  17. 17. Effective Bidding Practices • Assign unique strategies based on intent of query – Purchase vs. research vs #ecommerceSEM
  18. 18. Effective Bidding Practices • Use a Conversion Assist report to help calculate the true value of each keyword #ecommerceSEM
  19. 19. Effective Bidding Practices • Evaluate performance based on first 90-day of Customer Lifetime Value • Instead of Try using #ecommerceSEM
  20. 20. Effective Ad Copy Practices • What makes you stand out among competitors? #ecommerceSEM
  21. 21. Effective Ad Copy Practices • Make sure to test different offers CTR 2X Higher #ecommerceSEM
  22. 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. 23. Effective Landing Page Strategies • Where should you send your traffic? #ecommerceSEM
  24. 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. 25. Cohort Analysis 101 • Compare campaigns using Cohort Analysis #ecommerceSEM
  26. 26. Effective Features within Adwords & Bing Ads
  27. 27. Effective Advertising Features • Test AdWords Remarketing – Show your ads to audiences who have already visited your site #ecommerceSEM
  28. 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. 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. 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. 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. 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. 33. Effective Advertising Features • Use Google Ad Extensions & increase your real estate – – – – Sitelink Extensions Call Extensions Location Extensions Offer Extensions #ecommerceSEM
  34. 34. Key Takeaways
  35. 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
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