Using PPC To Increase ROAS For SMB LisaRaehsler at HeroConf 2013
Upcoming SlideShare
Loading in...5
×
 

Using PPC To Increase ROAS For SMB LisaRaehsler at HeroConf 2013

on

  • 272 views

Small and medium businesses have a size advantage. Discover new ways to be nimble and leverage your size and speed for a better Return On Ad Spend.

Small and medium businesses have a size advantage. Discover new ways to be nimble and leverage your size and speed for a better Return On Ad Spend.

Statistics

Views

Total Views
272
Views on SlideShare
272
Embed Views
0

Actions

Likes
1
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Using PPC To Increase ROAS For SMB LisaRaehsler at HeroConf 2013 Using PPC To Increase ROAS For SMB LisaRaehsler at HeroConf 2013 Presentation Transcript

  • Faster, Lighter, Cheaper: Increasing ROAS for SMB Ecommerce Lisa Raehsler April 8, 2013
  • •  New  ecommerce   •  Considers  new  consumer  shopping  behavior   •  Understanding  =  increase  ROI   @LisaRocksSEM   MOBILE IS OUR CONSTANT COMPANION
  • WHY CARE ABOUT MOBILE? •  Searching  +  conver=ng  from  all  devices   •  Cross  devices  +  pla@orms   •  No  longer  seeing  linear  purchase  path  with  ecommerce   purchase  on  same  device  
  • Example    
  • •  Objec=ve:  Company  wants  to  capture  customers  by   loca=on,  on  mobile.   •  Approach   1.  Adjust  bid  by  device   2.  Geo-­‐targe=ng,  storefront   3.  Schedule  by  =me  of  day   4.  Call  extensions-­‐  Upgraded   5.  Device  ad  preference+                  messaging       @LisaRocksSEM     MOBILE LOCAL CAMPAIGN WITH ENHANCED FEATURES
  • BIDS BY DEVICE •  Enhanced   campaigns   combines  all   devices     •  Increase  mobile   exposure  with   new  bidding   op=ons   •  Up  to  +300%   increased  bid  over   desktop  gives   mobile  searches   preference   @LisaRocksSEM  
  • •  Target  ads  to  people  searching/  located  around  business  loca=on.   •  Set  different  bids  for  this  group  by  loca=on,  radius,  city,  state.   •  Use  bid  adjustments  to  increase  é  your  bids  whenever  someone  located  near  your   business  searches  for  one  of  your  keywords.     •  Example  by  state,  leads  from  states  on  east  coast  are  more  valuable  than  west   coast.   @LisaRocksSEM   GEO-TARGETING LOCATION BIDS
  • •  Increase  é  bids  on  Thursday  +  Friday  aXernoons  to  capture   more  sales  when  the  CPA  is  lowest,  for  example.   @LisaRocksSEM   SCHEDULE BY TIME OF DAY
  • •  Make  it  easy  for  them  to  order   •  Campaign  or  Adgroup  level   allows  even  more  granularity.   •  Google  forwarding  number   enables  call  repor=ng.   •  Using  the  phone  number  only   enables  click  to  call  bu[on,  but   not  link  to  website.   •  Schedule  a  =me  to  show   phone  numbers  during   business  hours  or  when  call   will  be  answered      @LisaRocksSEM   UPGRADED CALL EXTENSIONS
  • DEVICE PREFERENCE & AD MESSAGING •  Check  mobile  box  to  specify  that  this  ad  is   catered  to  mobile.   •  Create  ad  copy  knowing  the  user  is  on   mobile.   •  Consider  mobile-­‐specific  specials  or   discounts.  Use  a  mobile-­‐op=mized  display   URL.   •  For  our  pizza,  “Buy  online  and  pick-­‐up   only  $9.99”     @LisaRocksSEM  
  • •  Ad  promotes  downloadable  app   •  Upgraded  app  extensions  with   enhanced  campaigns   •  New  ‘app  promo=on  ads’  to   replace  ‘click-­‐to-­‐download’  ads   •  Easier  to  manage  with  more   detailed  repor=ng   •  Click  ad  headline  to  visit  website   •  Click  to  download  it      @LisaRocksSEM   APP EXTENSIONS
  •    @LisaRocksSEM   APP EXTENSIONS
  • MOBILE LANDING PAGES •  Now  you  need  mobile   friendly  landing  pages   •  Easy  to  view  +   navigate  for  users  on   mobile  devices   •  Easy  for  mobile  users   to  sign  up,  purchase,   or  convert   •  Design  for  visibility  +   usability   Grrrr,     I  can’t  see   their  site!  
  • MOBILE LANDING PAGES •  On-­‐the-­‐go  =  immediate  info!     •  Design:  fast  loading  images,  large   bu[ons,  bulleted  copy,  short   forms   •  Local:  drive  conversions  in-­‐store   by  proving  store  locator,  maps   direc=ons,  stock  checker  
  • MOBILE LANDING PAGES: CONVERSION TIPS •  Make  it  easy  to  buy  something  or  contact   •  Focus  on  informa=on  that  will  aid   conversion  (i.e.,  product  details).   •  Reduce  number  of  steps  needed  to   complete  a  transac=on   •  Keep  forms  short  with  the  fewest  number   of  fields   •  Use  check  boxes,  lists  and  scroll  menus  to   make  data  entry  easier   •  Click-­‐To-­‐Call  func=onality  for  all  phone   numbers  
  • FINAL THOUGHTS •  To  increase  ROAS,  consider  all   devices   •  Target  audience  where  they   live  +  by  their  consumer   behavior   •  Test  a  combina=on  of  tac=cs   for  best  results   •  Mobile-­‐fy  your  ad  copy   •  Don’t  forget  where  they  land  
  • THANK YOU Lisa Raehsler Founder, SEM Strategy Consultant Big Click Co. lisa@bigclickco.com (612) 424-1SEM @LisaRocksSEM www.linkedin.com/in/lisarockssem Connect with me at bigclickco.com