Optimize for the Sale - Unique SEM solutions for eCommerce


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PPC and SEO marketers do a lot of optimizing. We optimize for the click. We optimize to be found and shared. We optimize bids to be as effective as they can be down to the very last penny. But in all this rushing to make sure people go where we want them to, we sometimes overlook the very last piece: How do we get them to buy?

Join Kayla Kurtz from Hanapin Marketing and Erik Dafforn from Intrapromote as they demonstrate how the buyer's journey starts far before they reach your product page, and deliver advanced PPC and SEO ecommerce tactics to make sure your entire funnel is optimized for that final sale.

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  • Kayla/Erik
  • Erik
  • Kayla
  • Kayla
  • KaylaFirst things first – not a completely different strategy or set of tactics from lead generation. Not apples to oranges…
  • KaylaJust red delicious to granny smith.
  • KaylaThe main variation being the SEO or PPC Manager’s increased control over true ROAS, which can open up the scope of what needs attention and what we can/should be optimizing. So how do you handle managing ecommerce accounts for both disciplines for eCommerce from start to finish?
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  • KaylaThere is certainly no magic formula to determining the exact right budget to invest that will always get you a positive return. That statement itself is laden with guarantees of things myself and no PPC account manager has control over (search engine algorithms, competitors in/out of the space, etc.). There are ways to know you’re at least making the most educated decision when it comes to an initial ecommerce budget for ppc, however. You can start by simply taking budget from marketing channels where there’s a proven low or negative return on investment. If you’re already losing the money where it is, this is a perfect time to use it to test a new (and should be noted – growing) channel that may be able to produce some profit. In certain cases, that “some” profit is better than the “none” it was getting before.
  • KaylaThe next way to plan for your PPC budget is to focus your campaigns (from the keyword level and up) on your products with the highest profit margin for your brand, at least for the first jump. This will make it so that even if it takes a little longer to sell the first one of your product – it will return a higher profit than one of your mid or low profit products.
  • KaylaFrom there, do a little keyword research and find out what the market or competitive landscape looks like for those terms. Type them in to Google and check out who shows up in the space. Use the keyword planner in AdWords to get estimations on average CPC and potential search reach per month. Using that data, you can apply averages you’re comfortable with on a click-through and conversion rate level and start to estimate (emphasis on estimate) return and potential for your PPC campaigns before you launch them. I will say I’ve run this kind of data and research for many clients and very rarely do keywords launch at exactly the estimated CPC they were quoted at from the tool; but it does allow you to start outlining ranges and possible return on those budget ranges to those who sign the marketing checks.
  • KaylaThe ongoing budget discussion should be simple in my opinion – always invest a portion of your profit from the channel BACK in the channel. We’ll discuss more on this in a bit when it comes to continually driving value, but whether it’s providing existing campaigns/products with more daily budget or opening up your keyword scope to more products (remember those lower margin guys from before? They still make money!)…reinvest!
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  • KaylaI will say that I am a huge proponent for trying to get your organic and paid search results to show up on the SERPs on the same page and close to one another. I will always believe in repetition when it comes to sales and marketing as a tried and true method – so even showing up twice on the page is better than once, in my humble opinion.Most importantly when it comes to managing PPC for ecommerce, make sure there isn’t too much overlap. For example, if you’re utilizing a number of different networks to host your ads and messaging – be sure you’re not using any vendors with overlap. This can cause you to pay for the same opportunities multiple times. Affiliates are a problem in this area from time to time as well. If you’re using a network that isn’t incredibly clear about where your placements can/will be, ask some more questions so you can protect you or your client’s account from competing with itself and inflating budget without return. Another thing to be sure of with PPC is that your messaging is the same across channels (predominantly the same, some channels will require small differences to appeal to the audience). There is nothing more confusing to a consumer than seeing your brand name attached to two different price points or delivery messages on the same page for the same product. Cross the t’s and dot the I’s to be sure everything lines up.
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  • KaylaWhen it comes to account structure for ecommerce accounts in PPC, you can certainly pick from a million different structure formats to get started. It very much depends on your product scope, but I say to start in a way that will allow you to limit the number of keywords per ad group to 15-20 MAX. The example I’m giving here is a pretty good way to get started down the right path. Worst case scenario – as you start working through the build out, if you realize you’ve started one layer too far up to allow for tightly themed ad groups, back everything up a step (ad groups become campaigns, allowing for more siloing of keywords, for example). With this example, you start with a product category or subcategory for your campaigns, then move down to separating out ad groups by subcategories or styles of a product. The keywords that follow will then be of varying tail lengths, match types, etc. This will require close bid management and strategy to be sure you’re not over paying for individual keywords or competing with yourself through the various match type options, but it can work.
  • KaylaSo here’s a more specific break down of what an example could look like for PPC. We won’t go through each individual ad group, but I’m a shoe freak so that’s my focus and my made up company name. Sometimes I’m Kayla’s Cupcakes on a bad day when I need the comfort food. Back to the point…At Kayla’s kicks, we offer a small range of shoe types – mostly high heels and boots. So I’ve started a campaign for our stiletto heels, which of course are much different from wedge sandals, basic pumps, etc. Within that campaign, I’ve started ad groups by brand name we offer, material of the stiletto itself, or the color of the shoe. Even as I was putting this example down, I realized I would likely still have much smaller ad groups (i.e. Ad Group = Brands – Jimmy Choo, Ad Group = Material – leather, with then the variations of those terms only. The structure here would allow for CPA per ad group to be managed by the particular margin on this shoe style, which is great. However the ad copy could still potentially not speak directly enough to my consumers to get the click, so I’d break things down deeper.
  • KaylaThink through all the different keyword combinations, from all segments of the sales cycle or purchase interest, and try to cover as much as you can. You don’t want to miss out on sales opportunities because you’re missing keyword coverage for terms and phrases your customer base uses often. Now, I don’t mean EVERY keyword, so no one try to hang me with that later. You have to keep in mind competition on the terms, whether you can be competitive yourself with given estimated CPCs and your conversion rate needs. Make sure you’re covering all areas of your sales funnel when it comes to keyword coverage, bid accordingly (i.e. “buy” terms get more allowance than “compare” terms) and adjust with performance.
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  • KaylaGenerally speaking, I like to see an increased frequency of reports for ecommerce accounts, because you can see more data about where your final wins are coming from with Analytics/conversion data linked up. This probably looks like either weekly or bi-weekly calls/reports to review adjustments that have been made and results on the sales side. This will depend on volume of traffic, as you don’t want to report or analyze without statistically significant data.
  • -Avg. Position/Avg. CPC: depending on how competitive your market is, decreasing your CPC or improving your avg. position can mean very important things in terms of your saturation of the market and how your PPC efforts are measuring up to your competitors-Avg. PPC sale value: especially when you’re looking for additional budget, showing how the average PPC sale value varies compared to other channels can help you show very specific need to increase budgets. I don’t to get ahead of myself on the best ways to provide long term value to your ecomm PPC accounts since that’s coming up, but you can absolutely look for ways to increase the total checkout value of PPC customers and that will always be preferred.
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  • KaylaThe first step in providing continued value for an eCommerce account is to always set another goal when you hit one. This can take a lot of different forms. Can you make one more dollar for every one invested, therefore improving the ROAS? This is usually really granular work done by the pennies at a time via Quality Score or something similar, but don’t ever stop pushing that ROAS.
  • KaylaMake sure you’re ready with the next set of products to be expanded in to from a PPC perspective when your company or client is ready; know what you’ve not covered yet and which subset has the highest likelihood of being a successful complement to what you’ve achieved so far. You can also find new networks or channels for you or your client to invest in. We represent quite a few ecommerce brands who look to us to find new buckets of customers who may not be surfing the usual channels to sell their products to. Further and more exciting – when they ask us about new products they should expand to! Being able to have a hand in the selection of a new product for a company is a true partnership type relationship that can help make both parties much more profitable. Be sure you’re taking advantage of all the opportunities you have available in the engines you’re running in – PLAs come to mind, in particular. I certainly see those as non-negotiable when it comes to PPC advertising if you’re able to do them. Our own Sr. AM Amanda West Bookwalter wrote an incredible PLAs mini-series that covers the implementation and management of those ads from start to finish. Check that out if you haven’t already.
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  • Optimize for the Sale - Unique SEM solutions for eCommerce

    1. 1. Optimize for the Sale: Unique PPC & SEO Challenges for Ecommerce
    2. 2. ERIK DAFFORN • • • • @erikdafforn President of Intrapromote Speaker at SMX Advanced Co-Author of SEO Secrets Editor of Search Engine Visibility
    3. 3. KAYLA KURTZ • • 2nd most widely-read writer on PPC Hero • Keynote Speaker at Search Exchange Internet Marketing Conf. 2013 • @one800kayla Senior Digital Advisor @ Hanapin Emcee of HeroConf Paid Search Conference
    4. 4. What’s special about managing PPC & SEO for eCommerce ?
    5. 5. eCommerce more “control”
    6. 6. Main Topics Budget – how do you set PPC or SEO budgets for eCommerce accounts, both initially and ongoing? Have questions throughout the webinar? Use #ppcseo on Twitter!
    7. 7. Main Topics SERP visibility – how can PPC or SEO managers ensure they’re maximizing their results page real estate? Have questions throughout the webinar? Use #ppcseo on Twitter!
    8. 8. Main Topics Account/Campaign Structure – what are the differences in keyword scope, campaign structures or content focuses for SEO & PPC eCommerce accounts? Have questions throughout the webinar? Use #ppcseo on Twitter!
    9. 9. Main Topics Reporting – do/should PPC or SEO managers report at a different frequency for eCommerce accounts? What metrics are most important? Have questions throughout the webinar? Use #ppcseo on Twitter!
    10. 10. Main Topics Long Term Optimization/Success – once the account manager starts hitting goals for PPC or SEO, how can they continue driving value & success for the account? Have questions throughout the webinar? Use #ppcseo on Twitter!
    11. 11. Poll Questions! Main Topics: How long have you been involved in SEM? A. B. C. D. Less than 1 year 1-3 years 3-5 years 5+ years Have questions throughout the webinar? Use #ppcseo on Twitter!
    12. 12. Poll Questions! Main Topics: How do you manage your SEM accounts? A. B. C. D. I manage it myself I’m a part of a team that manages it I outsource my account management I’m rethinking how my account is managed Have questions throughout the webinar? Use #ppcseo on Twitter!
    13. 13. Spotting Vulnerabilities-- SEO Budgets SEO • Architecture • Content • Analytics
    14. 14. Spotting Vulnerabilities -- PPC Budgets SEO No magic formula! Where are you not seeing a positive return?
    15. 15. Spotting Vulnerabilities -- PPC Budgets SEO Check the market, based on the terms you want to target… …then do the backwards math.
    16. 16. Spotting Vulnerabilities -- PPC Budgets SEO For on-going budget, pledge X% of profit from PPC back to campaigns.
    17. 17. Spotting Vulnerabilities-- SEO SERP Visibility SEO • Control the Above-the-Fold Region
    18. 18. Spotting Vulnerabilities-- SEO SERP Visibility SEO • Control the Above-the-Fold Region
    19. 19. Spotting Vulnerabilities-- SEO SERP Visibility SEO • Control the Above-the-Fold Region
    20. 20. Spotting Vulnerabilities-- SEO SERP Visibility SEO • Control the Above-the-Fold Region
    21. 21. Spotting Vulnerabilities -- PPC SERP Visibility SEO Avoid customer confusion – audit networks, targets & messaging!
    22. 22. Spotting Vulnerabilities-- SEO Campaign Structure SEO 1. Get them there 2. Keep them there Crawling > Indexing > Ranking > Traffic > Action
    23. 23. Spotting Vulnerabilities-- SEO Campaign Structure SEO • Structured data
    24. 24. Spotting Vulnerabilities-- SEO Campaign Structure SEO • Pagination
    25. 25. Spotting Vulnerabilities-- SEO Campaign Structure SEO • XML Validation
    26. 26. Spotting Vulnerabilities-- SEO Campaign Structure SEO • Content!
    27. 27. Spotting Vulnerabilities-- SEO Campaign Structure SEO • Reviews and Interaction
    28. 28. Spotting Vulnerabilities -- PPC Account Structure SEO CAMPAIGN Product Category/Subcategory AD GROUP AD GROUP AD GROUP Subcategory/Style Subcategory/Style Subcategory/Style KEYWORDS KEYWORDS KEYWORDS Long-tail Long-tail Long-tail KEYWORDS KEYWORDS KEYWORDS Short-tail Short-tail Short-tail KEYWORDS KEYWORDS KEYWORDS All match types All match types All match types
    29. 29. CAMPAIGN Stilettos AD GROUP AD GROUP AD GROUP Brands Material Color KEYWORDS KEYWORDS Jimmy choo stilettos [Leather stilettos] “buy red stilettos” KEYWORDS KEYWORDS KEYWORDS [brand name stilettos] “patent leather stilettos” Colorful stilettos KEYWORDS KEYWORDS KEYWORDS “buy louboutin stilletos” Suede stilettos [black stilettos] KEYWORDS KEYWORDS KEYWORDS [stilettos manola blahnik] “studded stilettos” Stilettos metallic KEYWORDS
    30. 30. Account Structure - PPC For keyword coverage… …cover all your bases.
    31. 31. Poll Questions! Main Topics: Do you focus on mostly short or long-tail KWs for your eCommerce account keyword scope? A. B. C. D. Mostly short-tail (more search volume) Mostly long-tail (higher ROI) Both, but mostly weighted toward one or the other Both, nearly 50/50 split Have questions throughout the webinar? Use #ppcseo on Twitter!
    32. 32. Spotting Vulnerabilities-- SEO Reporting SEO • Focus
    33. 33. Spotting Vulnerabilities-- SEO Reporting SEO • eCommerce
    34. 34. Spotting Vulnerabilities-- SEO Reporting SEO • Avoid distraction!
    35. 35. Spotting Vulnerabilities-- SEO Reporting SEO • Coopetition
    36. 36. Spotting Vulnerabilities -- PPC Reporting SEO Frequency of reports – potentially higher with the additional wave of end-game data.
    37. 37. Spotting Vulnerabilities -- PPC Reporting SEO Metrics to report on: • • • • • ROAS (duh) CTR Quality Score Avg. Position/CPC Avg. PPC Sale Value
    38. 38. Spotting Term Results -- SEO Long Vulnerabilities SEO • New indexing techniques • Keep the customer engaged and returning • Always be composing (ABC)
    39. 39. Spotting Term Results -- PPC Long Vulnerabilities SEO
    40. 40. Round Up!  PPC & SEO campaigns certainly have special nuances to consider & strategize around when it comes to eCommerce accounts.  Implement those best practices that still apply, and allow for a higher degree of control/responsibility/optimization in order to succeed. Have questions throughout the webinar? Use #ppcseo on Twitter!
    41. 41. Poll Questions! Main Topics: Which exclusive webinar offer(s) are you interested in? A. Free Google Webmaster Tools audit from Intrapromote B. Free account consultation (Solutions Blueprint) with Hanapin Marketing C. Neither D. Both
    42. 42. Your Questions! Thank you for attending Intrapromote and Hanapin Marketing’s webinar on SEO & PPC Strategies for eCommerce. #ppcseo • Sign up for a Google Webmaster Tools audit from Intrapromote: http://www.thewebsiteaudit.com/contact/webinar-offer/ Password: webinar126 • Get a free account consultation (Solutions Blueprint) from Hanapin Marketing: http://www.hanapinmarketing.com/solutions-blueprint-sign-up • Or contact us directly: • • Erik Dafforn: erik@intrapromote.com Kayla Kurtz: kayla.kurtz@hanapinmarketing.com
    43. 43. THANK YOU!