Only 10 Days Away!                   The presentation will begin shortly!www.HeroConf.com                 The presentation...
Ecommerce Marketing:How the best ecommerce companies findcustomers and close the deal03.28.13
The Panel            • Jeff Allen               – Director of Paid Search at Hanapin Marketing                 and Blogger...
The Topic Ecommerce Optimizations • Interesting statistics • Our tips and tricks • Actionable advice
Join the conversation•   Include the hashtag#ecomwebinarin your Twitter tweets
Start with Search: Your Customers Do• Interesting Stat:  61% of consumers say they use a search engine as their  primary t...
Start with Search: Tips and TricksActionable Tips:• Use ―view source‖ on competitor pages.
Start with Search: Tips and TricksActionable Tips:• Plug popular keywords into Google Trends and look at “rising”.
Start with Search: Tips and Tricks
Start with Search: Tips and TricksActionable Tips:  - Search query reports:    – Keyword with high search volume    – Easy...
Start with Search: Tips and Tricks Actionable Tips:   - Four Keyword Types        • Explicit keyword        • Problems key...
Optimize Your Bids for ROAS• Interesting Stat:  A visitor from a PPC link is 50% more likely to result in a  conversion th...
Optimize Your Bids for ROASActionable Tips:• Any keyword converting under ROAS goal is bad! Make it longer  tail, change t...
Optimize Your Bids for ROASActionable Tips:• Increasing your Quality Scores can decrease your  CPC for the same ad position.
Optimize Your Bids for ROASActionable Tips:    – Average position bidding       • Use Pivot Tables or Google Analytics to ...
Optimize Your Bids for ROASActionable Tips:    – Value of Keywords       • Value-per-click method
Optimize Your Bids for ROAS • Actionable Tips:
Reconsider Your PPC Ad Mix• Interesting Stat:  PPC brand impressions that occur through both social media and  search engi...
Reconsider Your PPC Ad MixActionable Tips:• The right mix depends on results. Put your efforts where you see  the best ret...
Reconsider Your PPC Ad MixActionable Tips:• Social Media still drives far less traffic than search
Reconsider Your PPC Ad MixActionable Tips:• Different channels should complement each other    – Identify marketing goals ...
Multiply Your Landing Pages • Interesting Stat:   Companies with 30+ landing pages generate 7x more leads   than companies...
Multiply Your Landing PagesActionable Tips• Make sure you have a landing pagefor each product type.:
Multiply Your Landing Pages
Multiply Your Landing Pages Actionable Tips: • Make searching by cost, popularity, review, new, etc. super easy if you hav...
Multiply Your Landing Pages
Multiply Your Landing Pages Actionable Tips:     – Consistent messaging     – What should a landing page offer:        • U...
Multiply Your Landing PagesActionable Tips:    – Checkout process:       • Easy and fast navigation
Multiply Your Landing Pages
Multiply Your Landing Pages
Multiply Your Landing Pages
Multiply Your Landing Pages• Actionable Tips:   – Checkout process:       • Easy and fast navigation   – Site search funct...
Wrapping Up!• Start with Search   – Your customers do• Optimize for ROAS   – Those PPC clicks are more valuable than you t...
The presentation will begin shortly!www.HeroConf.com              Save $100 with this code: webinar_hc
Your Questions?    Thank you for attending Hanapin Marketing’s webinar about    Ecommerce Marketing•    Get a free Solutio...
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Ecommerce Marketing: Find More Customers and Close the Deal

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Ecommerce Marketing: Find More Customers and Close the Deal

  1. 1. Only 10 Days Away! The presentation will begin shortly!www.HeroConf.com The presentation will begin shortly!
  2. 2. Ecommerce Marketing:How the best ecommerce companies findcustomers and close the deal03.28.13
  3. 3. The Panel • Jeff Allen – Director of Paid Search at Hanapin Marketing and Blogger at PPC Hero • Christina Hall – Account Manager at Hanapin Marketing • Amanda West-Bookwalter – Account Manager at Hanapin Marketing and Blogger at PPC Hero
  4. 4. The Topic Ecommerce Optimizations • Interesting statistics • Our tips and tricks • Actionable advice
  5. 5. Join the conversation• Include the hashtag#ecomwebinarin your Twitter tweets
  6. 6. Start with Search: Your Customers Do• Interesting Stat: 61% of consumers say they use a search engine as their primary tool for researching a purchase decision.• Question Raised: We spend a ton of time on keyword research, and one of our insights is that customers don’t always search for the keywords you expect. What are some tricks for finding those oddball keywords?How We Shop: Habits and Motivations of Consumers by Econsultancy
  7. 7. Start with Search: Tips and TricksActionable Tips:• Use ―view source‖ on competitor pages.
  8. 8. Start with Search: Tips and TricksActionable Tips:• Plug popular keywords into Google Trends and look at “rising”.
  9. 9. Start with Search: Tips and Tricks
  10. 10. Start with Search: Tips and TricksActionable Tips: - Search query reports: – Keyword with high search volume – Easy to add new keywords to AdWordscampaigns – Insights into the type of language used by searchers
  11. 11. Start with Search: Tips and Tricks Actionable Tips: - Four Keyword Types • Explicit keyword • Problems keywords • Symptoms keywords • Product names & part numbers – Create use case scenarios
  12. 12. Optimize Your Bids for ROAS• Interesting Stat: A visitor from a PPC link is 50% more likely to result in a conversion than an organic visitor.• Question Raised: Monitoring your ROAS closely lets you measure the true value of your traffic sources and compare them effectively. How do you optimize your ROAS to get as much as possible out of those PPC clicks?The 2012 State of Inbound Marketing by Hubspot
  13. 13. Optimize Your Bids for ROASActionable Tips:• Any keyword converting under ROAS goal is bad! Make it longer tail, change the match type, or change the geo targeting.
  14. 14. Optimize Your Bids for ROASActionable Tips:• Increasing your Quality Scores can decrease your CPC for the same ad position.
  15. 15. Optimize Your Bids for ROASActionable Tips: – Average position bidding • Use Pivot Tables or Google Analytics to find the average position with the highest ROAS for your keywords
  16. 16. Optimize Your Bids for ROASActionable Tips: – Value of Keywords • Value-per-click method
  17. 17. Optimize Your Bids for ROAS • Actionable Tips:
  18. 18. Reconsider Your PPC Ad Mix• Interesting Stat: PPC brand impressions that occur through both social media and search engine results increase click-through rates by 94%.• Question Raised: Social media entails a different strategy than pure search PPC—sites like Facebook and Pinterest are image-heavy, while Twitter and LinkedIn are text and news-based. How do you find the right mix when you’re running PPC simultaneously on social and search engine platforms?Selling Through Social Media to Close More Leads by InsideView
  19. 19. Reconsider Your PPC Ad MixActionable Tips:• The right mix depends on results. Put your efforts where you see the best return & volume. Pinterestis great for fashion-based products & Facebook is great for social-based products.
  20. 20. Reconsider Your PPC Ad MixActionable Tips:• Social Media still drives far less traffic than search
  21. 21. Reconsider Your PPC Ad MixActionable Tips:• Different channels should complement each other – Identify marketing goals – Weight budgets accordingly• Ensure consistent messaging across all marketing channels – Call to actions• Use different channels to engage users
  22. 22. Multiply Your Landing Pages • Interesting Stat: Companies with 30+ landing pages generate 7x more leads than companies with less than 5. • Question Raised: You have to close the deal—landing pages are the key to paying off every ad and every call to action. The more the better, obviously. What are some landing page and CRO tips that have helped your accounts? The 2012 State of Inbound Marketing by Hubspot
  23. 23. Multiply Your Landing PagesActionable Tips• Make sure you have a landing pagefor each product type.:
  24. 24. Multiply Your Landing Pages
  25. 25. Multiply Your Landing Pages Actionable Tips: • Make searching by cost, popularity, review, new, etc. super easy if you have a vast inventory.
  26. 26. Multiply Your Landing Pages
  27. 27. Multiply Your Landing Pages Actionable Tips: – Consistent messaging – What should a landing page offer: • USP • Compelling Overview • Rich Media • Benefits/Features • Testimonials • Call to action
  28. 28. Multiply Your Landing PagesActionable Tips: – Checkout process: • Easy and fast navigation
  29. 29. Multiply Your Landing Pages
  30. 30. Multiply Your Landing Pages
  31. 31. Multiply Your Landing Pages
  32. 32. Multiply Your Landing Pages• Actionable Tips: – Checkout process: • Easy and fast navigation – Site search functionality • Easy and fast navigation
  33. 33. Wrapping Up!• Start with Search – Your customers do• Optimize for ROAS – Those PPC clicks are more valuable than you think!• Reconsider Your PPC Ad Mix – Brand impressions are more valuable in multiple channels• Multiply Your Landing Pages – More is better, but effective is best
  34. 34. The presentation will begin shortly!www.HeroConf.com Save $100 with this code: webinar_hc
  35. 35. Your Questions? Thank you for attending Hanapin Marketing’s webinar about Ecommerce Marketing• Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $15K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up• Or Contact us Directly: • Webinar Feedback: marketing@hanapinmarketing.com

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