Understanding	  Adwords	  An	  Ecommerce	  Perspec�ve	  
Jill	  Robb	  –	  MD	  Ambi�on	  Digital	  The	  Only	  Digital	  Marke�ng	  Super	  Heroes	  Agency	  with	  an	  Ecommer...
What	  is	  Pay	  Per	  Click?	  Adver�sing	  within	  the	  sponsored	  lis�ngs	  of	  a	  search	  engine	  or	  a	  par...
Why	  PPC?	    You	  can	  market	  to	  customers	  while	  they’re	  researching	  your	  product/service	    You	  only...
PPC	  Drives	  Results	  &	  Captures	  Interest	    67%	  of	  internet	  users	  have	  gone	  online	  to	  search	  fo...
ALERT	  AUDIENCE	  PARTICIPATION	  REQUIRED	  
Five	  PPC	  Comments:	  True	  or	  False?	  1.  “It	  doesn’t	  work”	  2.  “It’s	  a	  waste	  of	  money”	  3.  “It	  ...
Why	  is	  Ecommerce	  Thinking	  Different?	    Everything	  comes	  down	  to	  a	  sale/	  lead	    When	  you	  think	 ...
Applying	  Ecommerce	  Thinking	  to	  PPC	    Ecommerce	  retailers	  �e	  all	  marke�ng	  spend	  down	  to	  ROI	    E...
Dynamic	  Search	  Ads	  Dynamic Search Ads (DSA) are generated for you by Google. Theytarget relevant customers with ads ...
Why	  Use	  Dynamic	  Search	  Ads?	    It’s effective - during testing, most advertisers saw 5-10% moreclicks and convers...
How	  do	  Dynamic	  Ads	  Work?	    When a relevant Google Search occurs, Google creates an ad witha headline based on th...
Two	  Things	  to	  Keep	  in	  Mind	  1.  Every day 16% of searches are new searches that Google hasnever seen before2.  ...
Enhanced	  Campaigns	  Enhanced cost-per-click (CPC) is a bidding feature on GoogleAdWords, it increases and decreases you...
Why	  Use	  Enhanced	  CPC?	    Increase profits–  It automatically allocates your money on clicks that are likely toconve...
How	  Does	  it	  Work?	    Enhanced CPC will increase your max CPC bid by up to 30% whenit sees a good opportunity for be...
Loca�on	  Extensions-­‐What	  are	  they?	    A map linked to your ads thatshows searchers how theycan find you  Enhanceme...
Why	  Use	  Loca�on	  Extensions?	    97% of web users research online for products/services  20% of desktop searches are ...
Adwords	  Sitelinks	    Sitelinks is a feature of AdWords that allows you to provide up to 6additional destination URLs fo...
Benefits	  of	  Sitelinks	    Get more relevant customers to your website  Improve the profitability of your search campaig...
Conclusion	    PPC	  works	  well	  when	  used	  in	  a	  strategic	  way	  by	  experience	  professionals	    Experimen...
STAY	  IN	  TOUCH!	  	  Thank	  you!	  
Understanding Adwords - An Ecommerce Perspective
Understanding Adwords - An Ecommerce Perspective
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Understanding Adwords - An Ecommerce Perspective

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Understanding Adwords - An Ecommerce Perspective

  1. 1. Understanding  Adwords  An  Ecommerce  Perspec�ve  
  2. 2. Jill  Robb  –  MD  Ambi�on  Digital  The  Only  Digital  Marke�ng  Super  Heroes  Agency  with  an  Ecommerce  Background.    
  3. 3. What  is  Pay  Per  Click?  Adver�sing  within  the  sponsored  lis�ngs  of  a  search  engine  or  a  partner  site  by  paying  either:      each  �me  your  ad  is  clicked  (Pay  Per  Click-­‐  PPC)      when  your  ad  is  displayed  (CPM-­‐  Cost  per  thousand  impressions)      when  a  sale/  conversion  is  generated  (CPA-­‐  Cost  per  Acquisi�on)      when  a  phone  contact  is  generated  which  is  “pay  per  call”  
  4. 4. Why  PPC?    You  can  market  to  customers  while  they’re  researching  your  product/service    You  only  pay  when  someone  is  interested  in  your  ad    You  can  test  your  ad  copy  and  landing  pages  in  real  �me    You  can  gain  insight  into  how  people  talk  about  your  product  or  service    You  can  quickly  drive  sales/  conversions  at  a  posi�ve  ROI  
  5. 5. PPC  Drives  Results  &  Captures  Interest    67%  of  internet  users  have  gone  online  to  search  for  a  product  they  saw  adver�sed  offline    Display,  video  ads  &  rich  media  all  drive  awareness  and  interest.  Users  then  search  for  more  info    89%  of  consumers  research  products  online  –  63%  purchase  offline  
  6. 6. ALERT  AUDIENCE  PARTICIPATION  REQUIRED  
  7. 7. Five  PPC  Comments:  True  or  False?  1.  “It  doesn’t  work”  2.  “It’s  a  waste  of  money”  3.  “It  doesn’t  result  in  sales”  4.  “My  brand  is  well  known  and  doesn’t  need  it”  5.  “we  can’t  use  it-­‐  we  can  only  take  orders  over  the  phone”  All  of  the  above  are  incorrect  if:  You  develop  a  PPC  strategy  that  works  for  your  business  You  approach  EVERYTHING  from  an  ROI  Perspec�ve  
  8. 8. Why  is  Ecommerce  Thinking  Different?    Everything  comes  down  to  a  sale/  lead    When  you  think  like  a  retailer  -­‐  even  when  you  aren’t,  you  are  more  focused  on  sales    Your  site  doesn’t  accept  payments?  Doesn’t  ma�er!  Your  site  should  s�ll  be  ‘selling’  your  products/  services!    For  every  100  people  that  visit  your  site  you  should  have  2  genera�ng  a  lead/  sale  
  9. 9. Applying  Ecommerce  Thinking  to  PPC    Ecommerce  retailers  �e  all  marke�ng  spend  down  to  ROI    Everything  has  to  drive  a  return    Ecommerce  retailers  o�en  use  advanced  features  of  Paid  Search  to  deliver  greater  conversion    –  Dynamic  ads  –  Enhanced  Campaigns  –  Loca�on  Extensions  –  Sitelinks    If  you  look  at  all  of  your  marke�ng  spend  in  this  way  you  can  also  improve  returns  
  10. 10. Dynamic  Search  Ads  Dynamic Search Ads (DSA) are generated for you by Google. Theytarget relevant customers with ads generated directly from your website – dynamicallyThese ads complement your existing keyword based campaigns todeliver more clicks and conversions with less effort
  11. 11. Why  Use  Dynamic  Search  Ads?    It’s effective - during testing, most advertisers saw 5-10% moreclicks and conversions with satisfactory ROI  It won’t compete with existing active keywords  It will not affect your campaigns’ quality score  You can use Sitelinks, location extensions, product extensions,social extensions & phone extensions with your DSA campaign tomatch search queries to favourable landing pages
  12. 12. How  do  Dynamic  Ads  Work?    When a relevant Google Search occurs, Google creates an ad witha headline based on the search term used by your customer andtext based on your most relevant landing page  The ad enters the auction and competes normally – but is heldback for any search where you already have an eligible keyword-targeted ad  It also advertises more of your in-stock inventory - without makingany changes to your existing keyword campaigns
  13. 13. Two  Things  to  Keep  in  Mind  1.  Every day 16% of searches are new searches that Google hasnever seen before2.  Dynamic Search Ads keep your AdWords campaigns in sync withwhat you’re selling and what users are searching for right now
  14. 14. Enhanced  Campaigns  Enhanced cost-per-click (CPC) is a bidding feature on GoogleAdWords, it increases and decreases your bids automatically basedon the likelihood of your ad convertingThis way, you get more value from your ad budget by:–  Making it easier to reach people across devices with the rightads, based on their specific location, time of day & devicetype.–  Helping you manage complex targeting, bidding & ads fordifferent platforms like mobile and computers all within thesame campaign.–  Reducing the number of campaigns you need to create.
  15. 15. Why  Use  Enhanced  CPC?    Increase profits–  It automatically allocates your money on clicks that are likely toconvert  It allows you to experiment–  It monitors its’ impact on your campaign by leaving a percentage ofyour bids untouched  Powerful advertising tools–  Manage bids across devices, locations and time  Smarter ads optimised for varying user contexts–  Show the right creative, sitelink, app or extension based on thecontext of your prospective customers and the devices they’reusing.  Advanced reports to measure new conversion types–  Such as calls, digital downloads across devices
  16. 16. How  Does  it  Work?    Enhanced CPC will increase your max CPC bid by up to 30% whenit sees a good opportunity for better conversion rates  It may also lower your max CPC by any amount (even more than30%) if it determines a conversion isnt likely, so youll pay less forclicks that convert less–  Resulting in increased conversions
  17. 17. Loca�on  Extensions-­‐What  are  they?    A map linked to your ads thatshows searchers how theycan find you  Enhancements that allowsearchers to see targetedrelevant information in yourads such as location, phonenumber, and customerreviews  Display additional informationacross Google Search,Mobile and Google Maps
  18. 18. Why  Use  Loca�on  Extensions?    97% of web users research online for products/services  20% of desktop searches are location related  1 in 3 mobile searches are location related  Benefits- you can reach your customers–  While they are on Google Search–  While they are on Google Maps–  While they are on Google Mobile  Up to 4 times more ad space at the top of Google Search page  Increase click-through-rate  Boost your conversions  Enhance your Google Maps listing  Show people the distance to your location withhyperlocal mobile format to drive people in-store
  19. 19. Adwords  Sitelinks    Sitelinks is a feature of AdWords that allows you to provide up to 6additional destination URLs for users to your siteThis allows you to direct customers to the most relevant page onyour site–  and its  Easy  Makes ads more targeted  
  20. 20. Benefits  of  Sitelinks    Get more relevant customers to your website  Improve the profitability of your search campaigns  Improve your ads’ conversion rates with highlyrelevant landing pages  Highlight promotions - this allows you to update yourads with seasonal or promotional offers withoutmaking changes to your keywords  It works with your existing ads (if you haven’t got it enabled)  Increases Click Through Rates (CTRs) & Conversion
  21. 21. Conclusion    PPC  works  well  when  used  in  a  strategic  way  by  experience  professionals    Experimenta�on  if  you  are  not  experienced  can  be  costly  &  hit-­‐and-­‐miss    Thinking  like  a  retailer  &  making  every  penny  count  can  yield  be�er  results    Yet!  -­‐  PPC  isn’t  just  for  internet  retailers    Consider  the  many  advanced  op�ons      Repor�ng  &  measurement  are  a  necessity-­‐  not  op�onal  
  22. 22. STAY  IN  TOUCH!    Thank  you!  

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