Improving PPC Performance for    E-Commerce Websites            Jeff Sauer      Three Deep Marketing                      ...
About Three Deep Marketing and Jeff Sauer   Manage $5+ million in paid search spending annually   One of 30 companies in...
PRO PPC TACTICS FOR ECOMMERCE                      Confidential and Proprietary Information
SITELINKS            Confidential and Proprietary Information
Adding Sitelinks   Ad Sitelinks in the Ad Extensions Tab                                            Confidential and Prop...
Sitelinks Tips   Keep your sitelinks short   Group sections of your site into their own ad groups so you can get    deep...
Optimizing Sitelinks   Review metrics for sitelinks over time   Use sitelinks with many click thrus and conversions in m...
RATINGS & REVIEWS                Confidential and Proprietary Information
Ratings & Reviews   In order to get ratings for your products, you must first work to capture    ratings either on your s...
Ratings & Reviews Tips   Using a third party survey at the end of the purchase process allows you    to receive ratings m...
PRODUCT LISTINGS               Confidential and Proprietary Information
History of Google Product Search   For many years, Google Product Search results were free and were    treated as organic...
Product Listing Ads   In order to get product listings for your ads you need to:     – Have a product feed that AdWords c...
Product Listing Feed Tips   Ecommerce vendors should be able to provide your product data in a feed    format that Google...
SELF-MANAGEMENT TIPS                 Confidential and Proprietary Information
MATCH TYPES              Confidential and Proprietary Information
Broad vs. Phrase vs. Exact MatchKeyword: Puppy in a Mailbox Broad Query – Puppy in a Mailbox:    – Garden with little dog...
Match Type Tips   Use broad match keywords sparingly   For high volume terms, add modified broad, phrase and exact match...
Search Query Reports can be Revealing   Search Query Report for Baby Formula                                           Co...
NEGATIVE KEYWORDS               Confidential and Proprietary Information
Search Query Reports & Negative Keywords   Broad and Modified Broad Match Keywords can bring in visitors for    completel...
COST-PER-ACQUISITION BIDDING                     Confidential and Proprietary Information
Look into CPA Bidding   If you use AdWords convesion tracking and your    campaigns have at least 15 conversions per mont...
ANALYTICS INTEGRATION                  Confidential and Proprietary Information
Integrate Google Analytics with AdWords   Integrating Google Analytics with your AdWords data can provide better    insig...
Three Common Google Analytics MistakesThe three most common Google Analytics integration mistakes we see are:1.   Data Sha...
QUALITY SCORES                 Confidential and Proprietary Information
Maximize Your Quality Scores   A Quality Score is Google’s quality indicator for keywords relative to ads   Good Quality...
INVEST IN LANDING PAGES                   Confidential and Proprietary Information
Invest in Landing Pages                             Sending traffic to your website with                              no ...
PROPER BIDDING                 Confidential and Proprietary Information
Bidding on Keywords is an Art   Under-bidding on keywords makes it unlikely that you’ll appear for your    desired keywor...
WHAT MAKES A GOOD PPC AGENCY?                      Confidential and Proprietary Information
SEPARATE BRAND VS. NON BRAND                     Confidential and Proprietary Information
THEY PROVIDE FULLY LOADED COSTS                       Confidential and Proprietary Information
WARY OF CHARGING ON % OF SPEND                      Confidential and Proprietary Information
FOCUS ON THE BEST & MOST UNIQUE           PRODUCTS                       Confidential and Proprietary Information
UNDERSTAND YOUR BUSINESS NEEDS                      Confidential and Proprietary Information
INDUSTRY OR CATEGORY EXPERIENCE                       Confidential and Proprietary Information
WHAT MAKES A GOOD PPC CLIENT?                      Confidential and Proprietary Information
CREATES LANDING PAGES EASILY                     Confidential and Proprietary Information
UNDERSTANDS PRODUCT INVENTORY                     Confidential and Proprietary Information
ADDS NEW PRODUCTS REGULARLY                    Confidential and Proprietary Information
UNDERSTANDS PRODUCT DEMAND                   Confidential and Proprietary Information
OFFERS UNIQUE PRODUCTS                  Confidential and Proprietary Information
TEST & LEARN BUDGET                 Confidential and Proprietary Information
HAS CLEAR BUSINESS OBJECTIVES                      Confidential and Proprietary Information
DEFINED CAMPAIGN GOALS                  Confidential and Proprietary Information
UNDERSTANDS ACCOUNT MATURITY                     Confidential and Proprietary Information
UNDERSTANDS ONLINE/OFFLINE         METRICS                    Confidential and Proprietary Information
THANK YOU!             Confidential and Proprietary Information
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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.

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Paid Search for E-commerce Marketing

  1. 1. Improving PPC Performance for E-Commerce Websites Jeff Sauer Three Deep Marketing Confidential and Proprietary Information
  2. 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. 3. PRO PPC TACTICS FOR ECOMMERCE Confidential and Proprietary Information
  4. 4. SITELINKS Confidential and Proprietary Information
  5. 5. Adding Sitelinks Ad Sitelinks in the Ad Extensions Tab Confidential and Proprietary Information
  6. 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. 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. 8. RATINGS & REVIEWS Confidential and Proprietary Information
  9. 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. 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. 11. PRODUCT LISTINGS Confidential and Proprietary Information
  12. 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. 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. 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. 15. SELF-MANAGEMENT TIPS Confidential and Proprietary Information
  16. 16. MATCH TYPES Confidential and Proprietary Information
  17. 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. 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. 19. Search Query Reports can be Revealing Search Query Report for Baby Formula Confidential and Proprietary Information
  20. 20. NEGATIVE KEYWORDS Confidential and Proprietary Information
  21. 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. 22. COST-PER-ACQUISITION BIDDING Confidential and Proprietary Information
  23. 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. 24. ANALYTICS INTEGRATION Confidential and Proprietary Information
  25. 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. 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. 27. QUALITY SCORES Confidential and Proprietary Information
  28. 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. 29. INVEST IN LANDING PAGES Confidential and Proprietary Information
  30. 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. 31. PROPER BIDDING Confidential and Proprietary Information
  32. 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. 33. WHAT MAKES A GOOD PPC AGENCY? Confidential and Proprietary Information
  34. 34. SEPARATE BRAND VS. NON BRAND Confidential and Proprietary Information
  35. 35. THEY PROVIDE FULLY LOADED COSTS Confidential and Proprietary Information
  36. 36. WARY OF CHARGING ON % OF SPEND Confidential and Proprietary Information
  37. 37. FOCUS ON THE BEST & MOST UNIQUE PRODUCTS Confidential and Proprietary Information
  38. 38. UNDERSTAND YOUR BUSINESS NEEDS Confidential and Proprietary Information
  39. 39. INDUSTRY OR CATEGORY EXPERIENCE Confidential and Proprietary Information
  40. 40. WHAT MAKES A GOOD PPC CLIENT? Confidential and Proprietary Information
  41. 41. CREATES LANDING PAGES EASILY Confidential and Proprietary Information
  42. 42. UNDERSTANDS PRODUCT INVENTORY Confidential and Proprietary Information
  43. 43. ADDS NEW PRODUCTS REGULARLY Confidential and Proprietary Information
  44. 44. UNDERSTANDS PRODUCT DEMAND Confidential and Proprietary Information
  45. 45. OFFERS UNIQUE PRODUCTS Confidential and Proprietary Information
  46. 46. TEST & LEARN BUDGET Confidential and Proprietary Information
  47. 47. HAS CLEAR BUSINESS OBJECTIVES Confidential and Proprietary Information
  48. 48. DEFINED CAMPAIGN GOALS Confidential and Proprietary Information
  49. 49. UNDERSTANDS ACCOUNT MATURITY Confidential and Proprietary Information
  50. 50. UNDERSTANDS ONLINE/OFFLINE METRICS Confidential and Proprietary Information
  51. 51. THANK YOU! Confidential and Proprietary Information
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