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Practical tips & tricks to drive ROI and save time - full version

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Practical tips & tricks to drive ROI and save time - full version

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Covering not only SEO, but PPC as well as smart ways of doing the often long and laborious manual tasks to drive business level changes that can scale

Covering not only SEO, but PPC as well as smart ways of doing the often long and laborious manual tasks to drive business level changes that can scale

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Practical tips & tricks to drive ROI and save time - full version

  1. 1. Practical eCommerce Tips To Drive Up ROI & Save Time Ben Barker // Optus Digital @Ben_Barker1989
  2. 2. What type of digital marketer are you? @Ben_Barker1989 @optus_digital
  3. 3. @Ben_Barker1989 @optus_digital
  4. 4. Issues we face with internal teams @Ben_Barker1989 @optus_digital
  5. 5. Lack of understanding @Ben_Barker1989 @optus_digital
  6. 6. Lack of interest @Ben_Barker1989 @optus_digital
  7. 7. Lack of time or planning @Ben_Barker1989 @optus_digital
  8. 8. Why do we suck at this?! @Ben_Barker1989 @optus_digital
  9. 9. @Ben_Barker1989 @optus_digital
  10. 10. @Ben_Barker1989 @optus_digital
  11. 11. Issues this causes... @Ben_Barker1989 @optus_digital
  12. 12. The right products not marketed in time @Ben_Barker1989 @optus_digital
  13. 13. The right products not marketed properly @Ben_Barker1989 @optus_digital
  14. 14. Supplier or internal targets missed @Ben_Barker1989 @optus_digital
  15. 15. Here’s why it hurts the bottom line... @Ben_Barker1989 @optus_digital
  16. 16. Wasted Working Hours @Ben_Barker1989 @optus_digital 👨💻👩💼
  17. 17. AD spend VS. Margin @Ben_Barker1989 @optus_digital 💵 💯
  18. 18. Volume OR Profit?!?! @Ben_Barker1989 @optus_digital 💵💵💵💵💵💵💵💵💵💵
  19. 19. @Ben_Barker1989 @optus_digital
  20. 20. 3 quick tips to solve this @Ben_Barker1989 @optus_digital
  21. 21. 10 min daily meeting / product, buying & merchandising teams @Ben_Barker1989 @optus_digital
  22. 22. @Ben_Barker1989 @optus_digital
  23. 23. @Ben_Barker1989 @optus_digital
  24. 24. SEO Performance to Date: Post site live: @Ben_Barker1989 @optus_digital
  25. 25. Your product, buying & merchandising teams know things that you don’t... @Ben_Barker1989 @optus_digital
  26. 26. @Ben_Barker1989 @optus_digital
  27. 27. Become bezzies with your VM’s @Ben_Barker1989 @optus_digital
  28. 28. Product trends @Ben_Barker1989 @optus_digital Product seasonality Product rotation
  29. 29. These teams are “closer” to your customers @Ben_Barker1989 @optus_digital
  30. 30. These teams are “closer” to suppliers (3rd party) @Ben_Barker1989 @optus_digital
  31. 31. How can we be lead by them? @Ben_Barker1989 @optus_digital
  32. 32. Use their research to inform our strategy @Ben_Barker1989 @optus_digital
  33. 33. So what?.. @Ben_Barker1989 @optus_digital
  34. 34. Work with them to hit their targets... @Ben_Barker1989 @optus_digital
  35. 35. ❓ @Ben_Barker1989 @optus_digital
  36. 36. Company performs = everyone wins @Ben_Barker1989 @optus_digital
  37. 37. Christmas came early... @Ben_Barker1989 @optus_digital
  38. 38. Plan in May / June... @Ben_Barker1989 @optus_digital
  39. 39. Earlier planning = better resource allocation (SEO & PPC spend) @Ben_Barker1989 @optus_digital
  40. 40. Late planning = late launch @Ben_Barker1989 @optus_digital
  41. 41. Late launch = lost sales @Ben_Barker1989 @optus_digital
  42. 42. @Ben_Barker1989 @optus_digital
  43. 43. Positives to planning & launching earlier... @Ben_Barker1989 @optus_digital
  44. 44. Begin to drive traffic sooner - Organic & paid @Ben_Barker1989 @optus_digital
  45. 45. This traffic likely won’t convert, however... @Ben_Barker1989 @optus_digital
  46. 46. Retargeting is your friend... @Ben_Barker1989 @optus_digital
  47. 47. Launch paid search campaigns sooner... @Ben_Barker1989 @optus_digital
  48. 48. Retargeting is your friend… again @Ben_Barker1989 @optus_digital
  49. 49. @Ben_Barker1989 @optus_digital Gaps in SEO & PPC
  50. 50. Quick Tips @Ben_Barker1989 @optus_digital
  51. 51. Optimise content and meta with {keyword} + “year” @Ben_Barker1989 @optus_digital
  52. 52. Use any discount / promo codes in meta desc. @Ben_Barker1989 @optus_digital
  53. 53. CTR ⬆️ @Ben_Barker1989 @optus_digital Relevant traffic ⬆️
  54. 54. @Ben_Barker1989 @optus_digital
  55. 55. Test Google Shopping with zero Ad spend... @Ben_Barker1989 @optus_digital
  56. 56. DSA campaigns are super useful for plugging content gaps @Ben_Barker1989 @optus_digital
  57. 57. Use well converting Ad copy as your meta desc. @Ben_Barker1989 @optus_digital
  58. 58. @Ben_Barker1989 @optus_digital
  59. 59. Last bits and bobs to consider... @Ben_Barker1989 @optus_digital
  60. 60. Your processes have to be cross team... @Ben_Barker1989 @optus_digital
  61. 61. Your processes have to be multi level... @Ben_Barker1989 @optus_digital
  62. 62. Right reports to the right people... @Ben_Barker1989 @optus_digital
  63. 63. Cheers! @Ben_Barker1989 @optus_digital

Editor's Notes

  • Before we jump right in to it, let’s look at how not to approach your digital strategy.

    I call this the “Leroy Jenkins” approach. (jumping straight into it because we think we know best. We don’t
  • Before we jump right in to it, let’s look at how not to approach your digital strategy.

    I call this the “Leroy Jenkins” approach. (jumping straight into it because we think we know best. We don’t
  • **issues we face with internal teams**

    Lack of understanding in terms of HOW to actually communicate and work with the relevant teams.

    There’s also a lack of understanding of what other teams actually do

    We don’t take enough interest in how other teams work outside of our SEO / PPC bubble

    We don’t have set meeting times or plan in times to liaise with other teams outside of the usual “weekly” performance meeting

    If you’re an agency bod, then you have to make sure that you know how the different parts of the eCom brand slot together and who does what
  • Lack of understanding in terms of HOW to actually communicate and work with the relevant teams.

    There’s also a lack of understanding of what other teams actually do
  • We don’t take enough interest in how other teams work outside of our SEO / PPC bubble
  • We don’t have set meeting times or plan in times to liaise with other teams outside of the usual “weekly” performance meeting

    If you’re an agency bod, then you have to make sure that you know how the different parts of the eCom brand slot together and who does what
  • Before we jump right in to it, let’s look at how not to approach your digital strategy.

    I call this the “Leroy Jenkins” approach. (jumping straight into it because we think we know best. We don’t
  • Before we jump right in to it, let’s look at how not to approach your digital strategy.

    I call this the “Leroy Jenkins” approach. (jumping straight into it because we think we know best. We don’t
  • Our own ego’s can prevent us from moving forwards in the interests of the company as a whole
  • Before we jump right in to it, let’s look at how not to approach your digital strategy.

    I call this the “Leroy Jenkins” approach. (jumping straight into it because we think we know best. We don’t
  • This refers to when products aren’t planned in to be pushed via marketing channels within your overall marketing plan with enough time to gain traction.
  • Product sales can be bias depending on how visible they are already (SEO) and how much spend has been put in to them (PPC)

    We need to look at margins so we can formulate a proper marketing strategy
  • Internal targets could be to achieve X margin

    Supplier targets would be overall sales targets from suppliers that were promised
  • Time spent in the wrong areas, even if not actual money is spent can mean that team utilisation is costing the company money
  • Your pushing spend behind products that might either be A) not giving a fantastic ROI or B) have really poor magins.

    Even products with a higher ticket price can often carry poor margins, don’t just push the most expensive products.

    Categorise and forecast your products against ad spend and be as specific as you can
  • Do you push for more overall sales or do you look by chanel what how you want to approach this?

    SEO is free traffic so do we take a broader approach here?

    PPC costs, do you only focus on higher margin products?
  • There is good news though!
  • Daily meeting with other teams, even if you don’t have a specific agenda
  • Work with your buying / product teams to put together realistic forecasts by channel.

    This way no one is surprised by the outcome and everyone is super clear on what needs to be achieved
  • Work with your buying / product teams to put together realistic forecasts by channel.

    This way no one is surprised by the outcome and everyone is super clear on what needs to be achieved
  • Product and buying teams will often
  • They are acutely aware of everything that happens in your niche from a product perspective.

    If you build a good relationship then you will be able to have more honest conversations and get key information about product locations sooner / even advise on this from a search perspective
  • You’ll be able to align your goals for marketing products.

    You’ll have knowledge of which products are being put where on the site, no point in spending loads of cash driving users to a category for a product that has been “demoted”
  • These teams will know the audience intimately (or should) because they buy in and arrange the products on the website based on research and data
  • Ask your product and buying teams to really dig in to and ask suppliers what is selling well and working in the market at the moment.

    They might not be able to give specific figures, but they may be able to give a steer as to what is selling well and working for other similar brands to yours
  • Ask your product and buying teams to really dig in to and ask suppliers what is selling well and working in the market at the moment.

    They might not be able to give specific figures, but they may be able to give a steer as to what is selling well and working for other similar brands to yours
  • This is key, working as one unified team will help push the company performance forward as everyone will have shared goals and accountabilities
  • Why would we help them hit their targets?

    Because we control where the traffic goes - if they have specific, new products that need pushing we can allocate time and spend (if running PPC) to push products
  • This is key, working as one unified team will help push the company performance forward as everyone will have shared goals and accountabilities
  • A lot of companies don’t plan this well enough or early enough
  • You should plan very early on, this allows plenty of time internally for content and ad campaigns sign off
  • You should plan very early on, this allows plenty of time internally for content and ad campaigns sign off
  • You should plan very early on, this allows plenty of time internally for content and ad campaigns sign off
  • You should plan very early on, this allows plenty of time internally for content and ad campaigns sign off
  • This traffic likely won’t convert
  • This traffic likely won’t convert
  • Build audiences based on the content that has driven traffic earlier to retarget nearer the time.

    Main benefit of this is that the customer has already seen your business, it is familiar to them..
  • Accept this traffic won’t convert and allow spent allocation for this.

    This data will prove really valuable in the build up to the main event..
  • Build audiences based on the content that has driven traffic earlier to retarget nearer the time.

    Main benefit of this is that the customer has already seen your business, it is familiar to them..
  • Build audiences based on the content that has driven traffic earlier to retarget nearer the time.

    Main benefit of this is that the customer has already seen your business, it is familiar to them..
  • Some quick and painless tips
  • use date and year in titles and metas
  • Allow for a small ish budget and set up dynamic search ads campaigns pointing to competitor sites but leave traffic source untagged.

    This will allow us to see firstly which keywords Google associates with competitor websites at a category or URL level.

    Secondly this will show us actual search interest in the form of clicks on certain keywords.

    Great way of doing a bit of keyword research, but be aware ads might now always show if they are also running ads so this will be lower volume.
  • This drives up CTR and can help drive more relevant traffic
  • Optimised this page months ago...
  • Companies like redbrain will take your affiliate feed and run Google Shopping campaigns via their CSS - you only pay for sales and NOT ad spend
  • Allow for a small ish budget and set up dynamic search ads campaigns pointing to competitor sites but leave traffic source untagged.

    This will allow us to see firstly which keywords Google associates with competitor websites at a category or URL level.

    Secondly this will show us actual search interest in the form of clicks on certain keywords.

    Great way of doing a bit of keyword research, but be aware ads might now always show if they are also running ads so this will be lower volume.
  • Allow for a small ish budget and set up dynamic search ads campaigns pointing to competitor sites but leave traffic source untagged.

    This will allow us to see firstly which keywords Google associates with competitor websites at a category or URL level.

    Secondly this will show us actual search interest in the form of clicks on certain keywords.

    Great way of doing a bit of keyword research, but be aware ads might now always show if they are also running ads so this will be lower volume.
  • Allow for a small ish budget and set up dynamic search ads campaigns pointing to competitor sites but leave traffic source untagged.

    This will allow us to see firstly which keywords Google associates with competitor websites at a category or URL level.

    Secondly this will show us actual search interest in the form of clicks on certain keywords.

    Great way of doing a bit of keyword research, but be aware ads might now always show if they are also running ads so this will be lower volume.

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