Christmas in July E-commerce Webinar


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Is your ecommerce site fully prepared for this year’s holiday season? In this webinar, Tad Miller of Search Mojo and Adam Berke of AdRoll will discuss some new and existing, but often-overlooked, tactics ecommerce sites need to consider adding their holiday advertising plans, to increase their revenue and decrease cost during the most wonderful time of the year.

What You’ll Learn:
• How retargeting can not only increase revenue, but reduce advertising costs and cart abandonment.
• More ways to leverage Google pay-per-click (PPC), including Product Listing Ads (PLAs) and Enhanced Campaigns.
• Why social media advertising should be top of your list for targeting precisely the right customers at the best time.
• Why dynamic creative should be a consideration for attaining the best conversion rates

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  • Yes, we are talking about preparing for the Holidays in the middle of July. It’s a lot to prepare for, but our opinion is that all of these tactics should have a place in your strategy year round. There’s money to be made all year round and preparing now for the holidays can also have an impact on improving your results at all times of the year.
  • If you are profitable at ecommerce with PPC it almost goes without saying that you are utilizing Product Listing Ads as a major part of your strategy.Trends seem to be developing. Pure Ecommerce vendors seem to be favoring Product Listing Ads more. Brick and Mortar retailers seem to be doing both Text Ads that can also drive store visits to purchase or the online order (not a pure ecommerce play) and increasingly also doing PLAs.If you are willing to go “all out” you can do both at the same time and can potentially own more page space for the holidays (word of warning: added exposure doesn’t necessarily mean added profit.)
  • Adoption of PLAs has really spiked in recent months. A brand new study by AdGooroo estimates more than 4 billion PLAs were displayed on U.S. AdWords from March to May 2013, or 5.9% of the total number of AdWords PPC ad impressions.
  • Some seller categories have adopted PLAs more than others. Mass retailers like Walmart & Target, Auction sites like Ebay and consumer electronics sellers have embraced the format. Surprisingly Health and Pharmacy sellers have a very high adoption rate as well. Apparel, Jewelry and smaller ticket consumer products have not achieved a significant share of impressions yet with PLAs and this is likely because searches that trigger their PLAs are more categorical queries like “diamond earrings” rather than the product specific queries like “LG TV 55LS4500”. Advertising on categories almost always has a lower ROI than product specific queries no matter what the PPC advertising tactic.
  • Why are pure ecommerce vendors favoring PLAs so much?Better CTRLower CPCBetter ROI. PLAs are a no brainer for Ecommerce profitability.
  • Just because you are utilizing PLAs doesn’t necessarily mean that you are using them optimally.Work on fixing your errors in your Merchant Feed now. It can be a very time consuming process to trouble shoot feed errors, but the reality is that Google will not show your PLAs if they have errors.Work on processes that allow you to update your merchant feed at shorter intervals. This will allow you to add new products faster and more importantly will allow you to pause PLAs on products that are out of stock. There’s nothing worse in ecommerce than spending money on items that are.You can use Google’s API to do this also if you have some programing knowledge.
  • Most ecommerce remarketing is pretty short term because the sales cycle after the initial search is often pretty short.But you can also do some longer term remarketing tactics for your big holiday marketing campaigns.
  • The sales cycle on bigger ticket items is slower. The traffic on those bigger ticket items can also tend to be lower. Start collecting remarketing audiences on these products now. Then unleash your banner ads, preferrably with discounts just in time for the holiday gift giving season.
  • If you know in advance what your holiday circular products are going to be and you have a few months to build remarketing lists on the people that view these products and don’t purchase them over a longer duration of time.Store locator searches should be considered a good measure of success, especially during the holidays.
  • If you have “Incentive” pages detailing special offers or providing coupons its in your interest to develop that audience as a remarketing list for all of your sales events (not just the holiday ones). This audience is composed of your brand loyalists and they are buyers. Start making it a practice of hitting these people with sales ads online every time. The more you can mix it up with new offers the better.
  • Frequently there’s a lot of pressure to get maximum ad visibility during key holiday shopping periods (regardless of those tactics being profitable or not).The proper way to increase bids isn’t to change all of the bid settings you have worked months and months to set at levels that achieve profitability. How will you return them to the previous levels after the holidays?
  • Google search partners include Amazon, Ebay and Walmart. Ads on these search partner pages are typically very low on the page, but search network clicks on ecommerce products tend to be very profitable (especially on big ticket items).
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  • Christmas in July E-commerce Webinar

    2. 2. SEARCH-MOJO.COM@searchmojo #mojowebinar TODAY’S PRESENTERS Tad Miller Vice President of Accounts, Search Mojo Follow on Twitter: @jstatad Adam Berke President, AdRoll Follow on Twitter: @adamberke
    3. 3. SEARCH-MOJO.COM@searchmojo #mojowebinar ABOUT SEARCH MOJO • Search engine marketing firm founded in 2005 – Search engine optimization (SEO) – Pay-per-click advertising management (PPC) – Social media advertising – Online reputation management • Headquartered in Charlottesville, VA – Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more
    4. 4. SEARCH-MOJO.COM@searchmojo #mojowebinar OUR CLIENTS
    5. 5. SEARCH-MOJO.COM@searchmojo #mojowebinar ABOUT ADROLL Retargeting Platform for the World’s Leading Brands +7,000 active customers, spending from $100 to $100k/month
    6. 6. SEARCH-MOJO.COM@searchmojo #mojowebinar TREAT EVERYDAY LIKE THE HOLIDAYS • Yes there is preparation needed for the holidays • The reality is there’s money to be made all year long, not just in November - December
    8. 8. @searchmojo #mojowebinar SEARCH-MOJO.COM WHAT WE’LL LEARN TODAY! • The value of intent data • FBX Right Rail o Difference between FBX and Marketplace o Performance data o Dynamic ads o FBX vs web retargeting • FBX News Feed o Performance data o News Feed vs Right Rail vs web retargeting
    10. 10. @searchmojo #mojowebinar SEARCH-MOJO.COM WHY IS CUSTOMER DATA SO VALUABLE? patio furniture Intent INTENT!
    11. 11. @searchmojo #mojowebinar SEARCH-MOJO.COM trade in calculator Intent INTENT! WHY IS CUSTOMER DATA SO VALUABLE?
    12. 12. @searchmojo #mojowebinar SEARCH-MOJO.COM WHAT IS RETARGETING? Over 85% increase in return conversions 98% of visitors leave your site without converting
    13. 13. @searchmojo #mojowebinar SEARCH-MOJO.COM CROSS PLATFORM REACH AdRoll integrates with all the major ad exchanges.Retargeting Platform BLAHBLAHA Be inventory agnostic
    14. 14. USE YOUR DATA ON FBX VS. ► Uses your first party data ► Purchase via Facebook’s partners ► Uses Facebook-gathered data ► Purchase via Facebook Use FB data with Marketplace ads
    17. 17. @searchmojo #mojowebinar SEARCH-MOJO.COM PERSONALIZED RETARGETING – LiquidAds on FBX
    18. 18. @searchmojo #mojowebinar SEARCH-MOJO.COM LIQUIDADS & INDOCHINO 18% Lift in click conversion rates Results 115% Lift in view-through conversion rates
    19. 19. @searchmojo #mojowebinar SEARCH-MOJO.COM WHY NEWS FEED? Premium Placement Social Elements Rich Content Cost per Insertion A Brief Overview
    20. 20. @searchmojo #mojowebinar SEARCH-MOJO.COM NEWS FEED  News Feed CTR is 21x higher than Web RT, and 49x higher than right hand side  News Feed CPC is 79% lower than Web RT, and 53% lower than right hand side  News Feed click-only CPA is 77% lower than Web RT, and 45% lower than right hand side Encouraging Numbers vs. Web RT & FBX Right Hand Side …so, you might be asking “Should I dump all of my retargeting budget into the News Feed?”
    21. 21. @searchmojo #mojowebinar SEARCH-MOJO.COM ADDING NEWS FEED TO RIGHT RAIL Incremental clicks & lower overall CPC
    22. 22. @searchmojo #mojowebinar SEARCH-MOJO.COM MULTI-CHANNEL DOMINATION 1. Facebook News Feed for high quality, low volume impact 2. Facebook Right Hand Side for high performance scale 3. Standard web retargeting for maximum reach and incremental conversions
    23. 23. @searchmojo #mojowebinar SEARCH-MOJO.COM PREPARE: WHAT SHOULD YOU DO TODAY? 1. Implement segmentation strategy and reengagement tactics. Who bought earlier in the year? How do you want to get them back? 2. Create long cookie duration segments. 3. Start thinking about holiday creative for all channels. 4. Prepare CRM retargeting strategy.
    25. 25. SEARCH-MOJO.COM@searchmojo #mojowebinar PRODUCT LISTING ADS (PLA’S) Pushing Store Visit Pushing E-commerce
    26. 26. SEARCH-MOJO.COM@searchmojo #mojowebinar PLA USAGE IS WAY UP IN 2013 • 8 of the top 20 US Ecommerce PPC advertisers got more ad impressions from PLAs than from text ads • Most of those 8 sites don’t also have brick and mortar store locations • Large retailers like Walmart, Target and Bestbuy have fully embraced PLAs
    27. 27. SEARCH-MOJO.COM@searchmojo #mojowebinar RATE OF PLA ADOPTION BY VERTICAL
    28. 28. SEARCH-MOJO.COM@searchmojo #mojowebinar WHY PLA’S FOR ECOMMERCE • A recent 2013 report stated that CPCs on PLAs are 10% lower than text ads and have 22% better ROI than non-brand KW text ads • We have some Ecommerce clients whose PLAs are over 200% better ROI than text ads RKG Digital Marketing Report Q1 2013
    29. 29. SEARCH-MOJO.COM@searchmojo #mojowebinar PERFECT YOUR PLA’S NOW • Work on these now. Black Friday and Cyber Monday is too late – Fix your Merchant Feed Account Errors • Your Ads Won’t Show Where there are Feed Errors – Keep your Merchant Feed up to date • New products come. Products Go Out of Stock – Pause Ads as Inventory Goes Out of Stock • Get the AdWords API or get an Agency that has it
    30. 30. SEARCH-MOJO.COM@searchmojo #mojowebinar DON’T FORGET “VANILLA” REMARKETING • Use a variety of long term tactics to unleash your holiday display remarketing for a well timed short burst • Ecommerce remarketing doesn’t always have to be immediate response
    31. 31. SEARCH-MOJO.COM@searchmojo #mojowebinar BIG TICKET ITEM REMARKETING • Build remarketing lists for your big ticket low traffic items over the long haul • Hit them with holiday discounts
    32. 32. SEARCH-MOJO.COM@searchmojo #mojowebinar PLAN FOR THE HOLIDAY SALE IN ADVANCE • If you know in advance what items will be on your holiday sales circulars create custom remarketing campaigns just for those items • Short, Intense Duration
    33. 33. SEARCH-MOJO.COM@searchmojo #mojowebinar CATER TO COUPON LOYALISTS • Start early and collect long term remarketing lists to visitors of coupon / incentive pages
    34. 34. SEARCH-MOJO.COM@searchmojo #mojowebinar WHAT’S RLSA ? • RLSA – Remarketing Lists for Search Ads – Lets you customize your search ads for people that have previously visited your site – Bid differently (percentage increases) for people that recently visited or previously purchased – Show a different ad to people who put a product in a shopping cart – Bid on words you normally wouldn’t bid on
    35. 35. SEARCH-MOJO.COM@searchmojo #mojowebinar WHAT WORKS THE REST OF THE YEAR… • Increased competition and higher bids are the reality in late November through December • Don’t throw out months/years of bid management just to compete for 5 weeks
    36. 36. SEARCH-MOJO.COM@searchmojo #mojowebinar RAISE BIDS WITH AD SCHEDULING • Just increase your bid adjustment over 100% – Keeps your bid management work – Keeps your bids relative to your bid management
    37. 37. SEARCH-MOJO.COM@searchmojo #mojowebinar BRING EXTRA $ • Don’t miss out on sales opportunities because your budget is inadequate • Study your account history to see your max spending day • Study your AdWords “IS Budget” metrics • Set daily budgets above your normal MAX on the big days
    38. 38. SEARCH-MOJO.COM@searchmojo #mojowebinar NO SHAME IN LEFT OVERS • Amazon and Ebay are competitors but… • The are also Google AdWords Search Partners • We have advertised on ISBN and SKU numbers that generate cheap clicks
    39. 39. SEARCH-MOJO.COM@searchmojo #mojowebinar ENHANCED CAMPAIGNS & MOBILE • Starting July 22, 2013 all AdWords Campaigns will be “Enhanced” • Desktop & Mobile Clicks are mixed together • You need landing pages that respond to the size of the screen
    40. 40. SEARCH-MOJO.COM@searchmojo #mojowebinar BRICK & MORTAR STORES • If you have multiple locations you need to take advantage of local search and help shoppers find the store
    41. 41. SEARCH-MOJO.COM@searchmojo #mojowebinar GOOGLE CAN’T TYPE… • Most store finders work great for people • Search Engines can’t fill out forms to get to store pages • You need to build a redundant directory structure to get store pages indexed Search Engines Need These Pages  States  Cities  Stores  Individual Store
    42. 42. SEARCH-MOJO.COM@searchmojo #mojowebinar IN STORE AVAILABILITY If you have multiple stores give your site the ability to check local store availability
    43. 43. SEARCH-MOJO.COM@searchmojo #mojowebinar PLAYING THE “SHOWROOMING” GAME Stores are increasingly becoming the show room for shoppers to check out products and then look on their phones for the best price
    44. 44. SEARCH-MOJO.COM@searchmojo #mojowebinar HOW TO FIGHT SHOWROOMING • Measure “Dwell Time” in the store where people are using their phones • Provide free in-store WiFi and review usage logs to see what people are searching for • Get more aggressive on price cuts • Have sales team emphasize service, no shipping and no wait • ScanLife says barcode search volume triples on Black Friday Weekend
    45. 45. SEARCH-MOJO.COM@searchmojo #mojowebinar WANT TO LEARN MORE? View the Online Marketing Institute Crash Course Paid Search for Ecommerce Get access now: Contact Search Mojo: Looking for help? Sean McCusty 800-939-5938 xt. 116 smccusty@search-
    46. 46. SEARCH-MOJO.COM@searchmojo #mojowebinar UPCOMING WEBINAR Building Your Website With SEO in Mind August 8, 2013 2:00 p.m. ET Register today at Janet Driscoll Miller President & CEO Search Mojo Amanda Sides Account Director Search Mojo
    47. 47. SEARCH-MOJO.COM@searchmojo #mojowebinar CONTACT Tad Miller Google+: +Tad Miller Twitter: @jstatad Adam Berke +Adam Berke Twitter: @adamberke Google+: +Search Mojo Twitter: @SearchMojo Facebook: Twitter: @AdRoll Facebook: