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Faster, Lighter, Cheaper:
Increasing ROAS for SMB
Ecommerce
Lisa Raehsler
April 8, 2013
•  New	
  ecommerce	
  
•  Considers	
  new	
  consumer	
  shopping	
  behavior	
  
•  Understanding	
  =	
  increase	
  R...
WHY CARE ABOUT MOBILE?
•  Searching	
  +	
  conver=ng	
  from	
  all	
  devices	
  
•  Cross	
  devices	
  +	
  pla@orms	
...
Example	
  	
  
•  Objec=ve:	
  Company	
  wants	
  to	
  capture	
  customers	
  by	
  
loca=on,	
  on	
  mobile.	
  
•  Approach	
  
1. ...
BIDS BY
DEVICE
•  Enhanced	
  
campaigns	
  
combines	
  all	
  
devices	
  	
  
•  Increase	
  mobile	
  
exposure	
  wit...
•  Target	
  ads	
  to	
  people	
  searching/	
  located	
  around	
  business	
  loca=on.	
  
•  Set	
  different	
  bids...
•  Increase	
  é	
  bids	
  on	
  Thursday	
  +	
  Friday	
  aXernoons	
  to	
  capture	
  
more	
  sales	
  when	
  the	...
•  Make	
  it	
  easy	
  for	
  them	
  to	
  order	
  
•  Campaign	
  or	
  Adgroup	
  level	
  
allows	
  even	
  more	
...
DEVICE PREFERENCE
& AD MESSAGING
•  Check	
  mobile	
  box	
  to	
  specify	
  that	
  this	
  ad	
  is	
  
catered	
  to	...
•  Ad	
  promotes	
  downloadable	
  app	
  
•  Upgraded	
  app	
  extensions	
  with	
  
enhanced	
  campaigns	
  
•  New...
 	
  @LisaRocksSEM	
  
APP EXTENSIONS
MOBILE LANDING PAGES
•  Now	
  you	
  need	
  mobile	
  
friendly	
  landing	
  pages	
  
•  Easy	
  to	
  view	
  +	
  
n...
MOBILE LANDING PAGES
•  On-­‐the-­‐go	
  =	
  immediate	
  info!	
  	
  
•  Design:	
  fast	
  loading	
  images,	
  large...
MOBILE LANDING PAGES: CONVERSION TIPS
•  Make	
  it	
  easy	
  to	
  buy	
  something	
  or	
  contact	
  
•  Focus	
  on	...
FINAL THOUGHTS
•  To	
  increase	
  ROAS,	
  consider	
  all	
  
devices	
  
•  Target	
  audience	
  where	
  they	
  
li...
THANK YOU
Lisa Raehsler
Founder, SEM Strategy Consultant
Big Click Co.
lisa@bigclickco.com
(612) 424-1SEM
@LisaRocksSEM
ww...
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Using PPC To Increase ROAS For SMB LisaRaehsler at HeroConf 2013

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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.

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

  1. 1. Faster, Lighter, Cheaper: Increasing ROAS for SMB Ecommerce Lisa Raehsler April 8, 2013
  2. 2. •  New  ecommerce   •  Considers  new  consumer  shopping  behavior   •  Understanding  =  increase  ROI   @LisaRocksSEM   MOBILE IS OUR CONSTANT COMPANION
  3. 3. 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  
  4. 4. Example    
  5. 5. •  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
  6. 6. 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  
  7. 7. •  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
  8. 8. •  Increase  é  bids  on  Thursday  +  Friday  aXernoons  to  capture   more  sales  when  the  CPA  is  lowest,  for  example.   @LisaRocksSEM   SCHEDULE BY TIME OF DAY
  9. 9. •  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
  10. 10. 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  
  11. 11. •  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
  12. 12.    @LisaRocksSEM   APP EXTENSIONS
  13. 13. 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!  
  14. 14. 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  
  15. 15. 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  
  16. 16. 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  
  17. 17. 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
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