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Etail Excellence Ireland Slides: 9 Essential Digital Marketing Tactics To Get You Beyond The Magic €1 Million Revenue Mark
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Etail Excellence Ireland Slides: 9 Essential Digital Marketing Tactics To Get You Beyond The Magic €1 Million Revenue Mark

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Wolfgang Digital's slides from a recent Etail Excellence Ireland event. The presentation outlines 9 Essential Digital Marketing Tactics To Get You Beyond The Magic €1 Million Revenue Mark

Wolfgang Digital's slides from a recent Etail Excellence Ireland event. The presentation outlines 9 Essential Digital Marketing Tactics To Get You Beyond The Magic €1 Million Revenue Mark

Published in: Business, Technology

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  • Give results (use homeline)
  • - Google Merchant Centre is a tool which helps you upload your product listings to be used for Google Shopping, Google Product Ads, and Google Commerce Search.
  • - Google Merchant Centre is a tool which helps you upload your product listings to be used for Google Shopping, Google Product Ads, and Google Commerce Search. Kilkenny Shop
  • Paid =71%, Images = 18%, Organic = 11%
  • 3 – 4% vs 13 to 16%
  • 2 x CTR and 5 x conversion rate - dynamic2 x CRE and 2.5 conversion rate - RLSA
  • Transcript

    • 1. Alan Coleman, CEO Brendan Almack, Digital Marketer @wolfgangdigital
    • 2. What’s Your Most Important Traffic Source? • Social Media • Search • Email • Direct • Display
    • 3. Traffic Sources
    • 4. Irish Love Search
    • 5. Irish Love To Shop Online We’re 9th out of 39 for online shopping
    • 6. www.ConsumerBarometer.com
    • 7. Google Behemoth
    • 8. SEO & Paid Traffic
    • 9. 1.“SEO Shortcut” Google Authorship
    • 10. Evil Keywords • A large product range • 20% of search terms never seen before • Device used to search
    • 11. Keywords 2.”Keywordless Campaigns” Dynamic Search Ads to the Rescue • Show ads based on the content of your website • Google reference the organic search index of your website • Ad text headline and landing page automatically generated
    • 12. Dynamic Search Ads – Problem Solved
    • 13. 3. “Your Product Images on Google” Product Listing Ads
    • 14. Product Listing Ads – that other Super Hero • Search ads that include richer product information. • Need a Google AdWords Account • Google AdWords + Merchant Centre
    • 15. Product Listing Ads – In Action Celtic Wedding Rings PLA Image • Conversion Rate Doubled • 50% Increase In Sales
    • 16. Remember Organic Results?
    • 17. 4. “Get More From Your Traffic” Landing Page Optimisation z z 3% to 4% 13 % to 16%
    • 18. 5. Advanced Remarketing • Build custom lists. • Target cart abandoners • Offer incentive • Create urgency
    • 19. 6. Really Advanced Remarketing Dynamic Remarketing • Display ads featuring products a visitor has previously viewed. Remarketing Lists For Search Ads (RLSA) • Combines a visitor's website behaviour with their subsequent search queries on Google • Previous site visitors more likely to convert.
    • 20. Problem: Your Biggest Obstacle to Selling Online
    • 21. 7. “Touch & Feel Online” Solution: VIDEO
    • 22. Let’s Talk About Conversion • General rule is an e-commerce website will convert at 1-2% • Online only retailer 2% • Online & Offline retailer 1%
    • 23. 8. “Drowning In Data?” Understanding your KPIs 1. Visits 2. Bounce rate 3. Average time on site 4. Content 5. Cart Abandoners 6. Conversion (Goal completion) 7. Conversion rate 8. Revenue Per Click 1. Shop visit 2. Look’s at one product and leaves 3. How long spent in store 4. Where did they spent most time 5. Picked up an item but put it back 6. You made a sale 7. (Sales / visits)% 8. Revenue per square metre
    • 24. Who should be making your Digital Marketing Decisions 1. IT 2. Sales & Marketing 3. MD 4. Finance 5. Advertising agency 6. None of the above
    • 25. Your Website Traffic That’s who!!!
    • 26. 9. Great Campaigns Aren’t Planned They Evolve • “What’s measured improves” Drucker • “Great digital marketing campaigns are the result of actions based on insights” Coleman & Almack
    • 27. CONNECT * alan@wolfgangdigital.com * brendan@wolfgangdigital.com * @wolfgangdigital * www.WolfgangDigital.com * 01 663 8020