IRCE Search MarketingAlec NewcombMyWebGrocer

The MyWebGrocer StoryConnecting Shoppers with their Favorite Brands:Helping Retailers Bring Shoppers Online :10 Years in businessLeading provider of Internet solutions to CPG and Grocery industries95+ grocery chains across 5,200 stores$90 Billion in grocery salesLargest grocery vertical ad network

10 Years in business

Leading provider of Internet solutions to CPG and Grocery industries

95+ grocery chains across 5,200 stores

$90 Billion in grocery sales

Largest grocery vertical ad network

MWG Online GoalsCustomer Acquisition +Customer Retention+Smart SegmentationDrive Increased Profits

Be where they are looking for you

It is all Local in GroceryCustomer Acquisition by:Store Acquire bySTORE20,000 UPC’sMil PagesGoogle/Search5,200 StoresWidgets3 Widgets13,5005,200 StoresEmail# CustomersMillions5,200 StoresSocial Sites5,200 Stores3 Sites13,500

$2 Million per minute

Metrics & StrategyUsing Analytics to determine the value of a keywordKPIs:% New visits New AcquisitionsTime on Site Bounce Rate Goal Conversions ROIBrand & Assist Keywords – brand terms are relatively cheap with high conversion rates vs general terms that are more expensive with lower conversions but assist in the user’s initial research of the product/service.

Looking at a MWG FailureGoal: Lower cost per conversion & Increase acquisitions

The cost of the generic ad group seemed too high for the amount of conversions it was drivingBrandGeneric

Keyword bids were dropped $.5 - $.10

One week laterBids DroppedCause Identified & Reversed

Ecosystem: Landing Pages & TestingSearch engines reward relevancy.User’s reward good designOnly way to determine what works is to test.Relentlessly.

It is all Local in GroceryCustomer Acquisition by:Store Acquire bySTORE20,000 UPC’sMil PagesGoogle/Search5,200 StoresWidgets3 Widgets13,5005,200 StoresEmail# CustomersMillions5,200 StoresSocial Sites5,200 Stores3 Sites13,500

Knotts Boysenberry Syrup by Store

Summary:Know your objectiveGo where your users areIts all localManage the EcosystemTest EverythingEmbrace Failure

anewcomb@mywebgrocer.comAttribution-NonCommercial