Advanced PPC for E-Commerce Websites

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This presentation was given by Jeff Sauer on 10/19/2012 to the Midwest Marketers Group of E-Commerce and Catalog Marketers. The presentation was held in Minneapolis and covered four major topics: …

This presentation was given by Jeff Sauer on 10/19/2012 to the Midwest Marketers Group of E-Commerce and Catalog Marketers. The presentation was held in Minneapolis and covered four major topics:
* Advanced PPC Tactics
* Self PPC Management Tips
* How to get the most out of your PPC Agency?
* How to become a better client to PPC agencies

More in: Education
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  • 1. Improving PPC Performance for E-Commerce Websites Jeff Sauer Three Deep Marketing @jeffalytics @threedeep Confidential and Proprietary Information
  • 2. About Three Deep Marketing and Jeff Sauer Manage $5+ million in paid search spending annually One of 30 companies in the US certified in Google AdWords and Google Analytics Jeff Sauer named 2012 CIO of the Year by the Minneapolis/St. Paul Business Journal Inc. 5000 Fast Growing Company Award in 2010, 2011 & 2012 Developed Online Lead Generation Software Crossfuse in 2011/2012 Board Member for MIMA and MnSearch Confidential and Proprietary Information
  • 3. ADVANCED PPC TACTICS FOR ECOMMERCE Confidential and Proprietary Information
  • 4. SITELINKS Confidential and Proprietary Information
  • 5. Adding Sitelinks Ad Sitelinks in the Ad Extensions Tab Confidential and Proprietary Information
  • 6. Sitelinks Tips Keep your sitelinks short Group sections of your site into their own ad groups so you can get deeper sitelinks Confidential and Proprietary Information
  • 7. Optimizing Sitelinks Review metrics for sitelinks over time Use sitelinks with many click thrus and conversions in multiple campaigns wherever relevant Confidential and Proprietary Information
  • 8. RATINGS & REVIEWS Confidential and Proprietary Information
  • 9. Ratings & Reviews In order to get ratings for your products, you must first work to capture ratings either on your site or through Google Checkout Once you reach a 30 ratings and you have 4 or more stars, you are eligible to receive ratings extensions in your ads Pro Tip: Capture ratings immediately after the purchase for best response quantity Confidential and Proprietary Information
  • 10. Ratings & Reviews Tips Using a third party survey at the end of the purchase process allows you to receive ratings much faster than relying on Google Merchant Center reviews The Bizrate survey program allows you to capture many reviews in a short amount of time, but can also alienate customers if you choose the wrong offer There are no metrics available to determine performance of ratings extensions, but Confidential and Proprietary Information
  • 11. PRODUCT LISTINGS Confidential and Proprietary Information
  • 12. History of Google Product Search For many years, Google Product Search results were free and were treated as organic searches Like all good things, this has come to an end and you now must pay for placement Confidential and Proprietary Information
  • 13. Product Listing Ads In order to get product listings for your ads you need to: – Have a product feed that AdWords can access – Fill out as many fields for your product feed • Better targeting • Higher probability for appearing in specific searches Confidential and Proprietary Information
  • 14. Product Listing Feed Tips Ecommerce vendors should be able to provide your product data in a feed format that Google can understand If you are selling clothes or other specialty products, special information like size and color must be included in the feed Confidential and Proprietary Information
  • 15. SELF-MANAGEMENT TIPS Confidential and Proprietary Information
  • 16. MATCH TYPES Confidential and Proprietary Information
  • 17. Broad vs. Phrase vs. Exact MatchKeyword: Puppy Mailbox Broad Query – Puppy Mailbox: – Garden with little dog that’s in a blue mailbox Modified Broad Query - +Puppy +Mailbox – That little puppy is in a blue mailbox Phrase Query – “Puppy mailbox”: – Little puppy mailbox in the garden Exact Query – [Puppy mailbox]: – Puppy mailbox Confidential and Proprietary Information
  • 18. Match Type Tips Use broad match keywords sparingly For high volume terms, add modified broad, phrase and exact match keywords to your ad group Google may give you a warning when the same keyword appears twice in a campaign with a different match type. Safely ignore this warning More keywords are better than fewer, and you can never have too many keywords Use the search query report to generate more keywords Aim for a 1 to 1 ratio of keywords to search queries Confidential and Proprietary Information
  • 19. Search Query Reports can be Revealing Sample Search Query Report for Broad matched keyword Baby Diapers: Search Term Match Type Baby changing bibs diapers Broad Match Food & diapers changing baby Broad Match Free diaper samples by mail Broad Match Pampers diapers Broad Match Many of these Pampers baby diapers recall Broad Match keywords are completely Diapers pamper brand shop Broad Match irrelevant! Baby care essentials diapers Broad Match Number diapers baby 24 hour period Broad Match Pampers diaper recall Broad Match Pampers diapers Broad Match Best baby diapers Phrase Match Confidential and Proprietary Information
  • 20. NEGATIVE KEYWORDS Confidential and Proprietary Information
  • 21. Search Query Reports & Negative Keywords Broad and Modified Broad Match Keywords can bring in visitors for completely off the wall searches. For example, if you sell replacement windows on a house, if you bid on the term “windows” you will receive searchers for the operating system if you are not careful Add negative keywords to campaign by adding – before each word, like – xp and -8 to block traffic for Windows XP and Windows 8 operating systems. –microsoft could be used as well. Find more negative keywords by mining your search query reports! Negatives help your CTR as well as prevents spending on irrelevant search terms Confidential and Proprietary Information
  • 22. COST-PER-ACQUISITION BIDDING Confidential and Proprietary Information
  • 23. Look into CPA Bidding If you use AdWords convesion tracking and your campaigns have at least 15 conversions per month, you can participate in cost per acquisition (CPA) bidding There are two ways to accomplish this, through conversion optimizer or enhanced CPC bidding This can drive many more conversions at a price below your target Be careful, because this method of bidding can also lead to fewer new customers due to over- efficiency Confidential and Proprietary Information
  • 24. ANALYTICS INTEGRATION Confidential and Proprietary Information
  • 25. Integrate Google Analytics with AdWords Integrating Google Analytics with your AdWords data can provide better insight on your landing pages – Do they have a low time on site? – Do they “bounce” off that page or do they convert? – Do they navigate to other pages? Should those be converted to landing pages? Confidential and Proprietary Information
  • 26. Three Common Google Analytics MistakesThe three most common Google Analytics integration mistakes we see are:1. Data Sharing not enabled in Analytics2. Auto-Tagging not turned on in AdWords3. Cost source data from AdWords not applied to Analytics Confidential and Proprietary Information
  • 27. QUALITY SCORES Confidential and Proprietary Information
  • 28. Maximize Your Quality Scores A Quality Score is Google’s quality indicator for keywords relative to ads Good Quality Scores help lower your cost-per-click (CPC) Keyword + Historical CTR + Ad Copy + Landing Page = Quality Score If your ads have a low quality score, consider breaking your ads out into more specific ad groups and revise the ad copy Confidential and Proprietary Information
  • 29. INVEST IN LANDING PAGES Confidential and Proprietary Information
  • 30. Invest in Landing Pages  Sending traffic to your website with no clear direction for your visitor is NEVER a good idea  Good landing pages help your visitor to make a good decision, and quickly  A lot of thought goes into effective landing page design – User Experience – Creative Design – Persuasive Architecture – Conversion Rate Optimization – Paid Search Traffic Confidential and Proprietary Information
  • 31. PROPER BIDDING Confidential and Proprietary Information
  • 32. Bidding on Keywords is an Art Under-bidding on keywords makes it unlikely that you’ll appear for your desired keywords Alternatively, don’t overbid on keywords just because you have the budget The ideal scenario involves only paying the minimum required by Google to achieve your desired results Use bid strategies to achieve your goals. Common bid strategies are: – Lowest cost per click possible to achieve click volume – Most cost effective clicks to drive customer conversions – Bid to achieve highest position in search results – Generate the most conversions possible, regardless of costs Confidential and Proprietary Information
  • 33. WHAT MAKES A GOOD PPC AGENCY? Confidential and Proprietary Information
  • 34. SEPARATE BRAND VS. NON BRAND Confidential and Proprietary Information
  • 35. THEY PROVIDE FULLY LOADED COSTS Confidential and Proprietary Information
  • 36. WARY OF CHARGING ON % OF SPEND Confidential and Proprietary Information
  • 37. FOCUS ON THE BEST & MOST UNIQUE PRODUCTS Confidential and Proprietary Information
  • 38. UNDERSTAND YOUR BUSINESS NEEDS Confidential and Proprietary Information
  • 39. INDUSTRY OR CATEGORY EXPERIENCE Confidential and Proprietary Information
  • 40. WHAT MAKES A GOOD PPC CLIENT? Confidential and Proprietary Information
  • 41. CREATES LANDING PAGES EASILY Confidential and Proprietary Information
  • 42. UNDERSTANDS PRODUCT INVENTORY Confidential and Proprietary Information
  • 43. ADDS NEW PRODUCTS REGULARLY Confidential and Proprietary Information
  • 44. UNDERSTANDS PRODUCT DEMAND Confidential and Proprietary Information
  • 45. OFFERS UNIQUE PRODUCTS Confidential and Proprietary Information
  • 46. TEST & LEARN BUDGET Confidential and Proprietary Information
  • 47. HAS CLEAR BUSINESS OBJECTIVES Confidential and Proprietary Information
  • 48. DEFINED CAMPAIGN GOALS Confidential and Proprietary Information
  • 49. UNDERSTANDS ACCOUNT MATURITY Confidential and Proprietary Information
  • 50. UNDERSTANDS ONLINE/OFFLINE METRICS Confidential and Proprietary Information
  • 51. THANK YOU! Confidential and Proprietary Information