Paid Search for E-commerce Marketing

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Take your e-commerce paid search marketing to the next level with this presentation delivered by Jeff Sauer.

Take your e-commerce paid search marketing to the next level with this presentation delivered by Jeff Sauer.

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  • 1. Improving PPC Performance for E-Commerce Websites Jeff Sauer Three Deep Marketing 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 Confidential and Proprietary Information
  • 3. PRO 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 in a Mailbox Broad Query – Puppy in a Mailbox: – Garden with little dog that’s in a blue mailbox Modified Broad Query - +Puppy in a +Mailbox – That little puppy is in a blue mailbox Phrase Query – “Puppy in a mailbox”: – Little puppy in a mailbox in the garden Exact Query – [Puppy in a mailbox]: – Puppy in a 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 Search Query Report for Baby Formula 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 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