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2 Steps Crucial to E-commerce PPC in 2018 by Elliot Kemp

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2 Steps Crucial to E-commerce PPC in 2018 by Elliot Kemp

  1. 1. 1 www.dublindesign.com The 2 Steps Crucial to Ecommerce PPC in 2018 HOSTED BY:
  2. 2. Targeting unique groups of people who share specific attributes, based on how they have interacted with your brand
  3. 3. We have so much data. We have easy to use tools. Why not leverage these?
  4. 4. The Approach Layer Add layers to further qualify an audience Learn Learn about how these audience perform in different campaigns, with different messaging Test Test different audiences, campaigns, and messaging combinations
  5. 5. © 2018 Hanapin Marketing 77 Audience Creation
  6. 6. Things to Consider ● Your Goals ● Your Limitations
  7. 7. Audience Example - Google Ads Base Audience - All Visitors ● Visited product page ● Did not visit confirmation page
  8. 8. Audience Example - Google Ads
  9. 9. Audience Example - Google Ads
  10. 10. Audience Example - Google Ads
  11. 11. The Funnel Audience Example Non-Converting Product Viewers Awareness Interest Desire Action
  12. 12. © 2018 Hanapin Marketing 1414 Use Cases
  13. 13. RLSA - Broad Category Terms ● Industry: Workout Equipment ● Goal: Push a user closer to purchase ● Audience: Treadmill Page Viewers, Non-Converting ● Stage of Funnel: Mid-funnel ● Targeting: Broad product category keywords ● Ad Format: Text ad
  14. 14. RLSA - Broad Category Terms
  15. 15. RLSA - Broad Category Terms
  16. 16. Customer Match - Competitor Terms ● Industry: Retail ● Goal: Increasing LTV ● Audience: Email subscribers, Jean Purchasers ● Stage of Funnel: Low Funnel ● Targeting: Competitor Keywords ● Ad Format: Text Ads
  17. 17. Customer Match - Competitor Terms
  18. 18. Customer Match - Competitor Terms
  19. 19. Dynamic Product Remarketing ● Industry: Electronics ● Goal: Drive final purchases ● Audience: Cart viewers, Non-Converting ● Stage of Funnel: Low funnel ● Targeting: Dynamic display ads using personalized feed ● Ad Format: Responsive display ad
  20. 20. Dynamic Product Remarketing
  21. 21. Dynamic Product Remarketing
  22. 22. Next Steps ● Small Tweaks, Big Wins ● The Funnel is your Friend ● Start Learning!
  23. 23. Thank you for attending our webinar! Contact Hanapin Directly: marketing@hanapinmarketing.com Contact ZATO Directly: https://zatomarketing.com Contact SEMRush Directly: Hanapin Marketing | The Agency Behind PPC Hero and Hero Conf Thank you!

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