Ecommerce Marketing: Find More Customers and Close the Deal
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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 at PPC Hero • Christina Hall – Account Manager at Hanapin Marketing • Amanda West-Bookwalter – Account Manager at Hanapin Marketing and Blogger at PPC Hero
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 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
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 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
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
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
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.
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 find the average position with the highest ROAS for your keywords
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 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
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.
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 – Weight budgets accordingly• Ensure consistent messaging across all marketing channels – Call to actions• Use different channels to engage users
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
Multiply Your Landing PagesActionable Tips• Make sure you have a landing pagefor each product type.:
Multiply Your Landing Pages• Actionable Tips: – Checkout process: • Easy and fast navigation – Site search functionality • Easy and fast navigation
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
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