Practical tips & tricks to drive ROI and save time - full version
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Ben BarkerFollow
Sep. 13, 2019•0 likes•2,559 views
Practical tips & tricks to drive ROI and save time - full version
Sep. 13, 2019•0 likes•2,559 views
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Marketing
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
Ben BarkerFollow
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Practical tips & tricks to drive ROI and save time - full version
- 1. Practical eCommerce Tips To Drive Up ROI & Save Time Ben Barker // Optus Digital @Ben_Barker1989
- 2. What type of digital marketer are you? @Ben_Barker1989 @optus_digital
- 4. Issues we face with internal teams @Ben_Barker1989 @optus_digital
- 7. Lack of time or planning @Ben_Barker1989 @optus_digital
- 8. Why do we suck at this?! @Ben_Barker1989 @optus_digital
- 12. The right products not marketed in time @Ben_Barker1989 @optus_digital
- 13. The right products not marketed properly @Ben_Barker1989 @optus_digital
- 14. Supplier or internal targets missed @Ben_Barker1989 @optus_digital
- 15. Here’s why it hurts the bottom line... @Ben_Barker1989 @optus_digital
- 17. AD spend VS. Margin @Ben_Barker1989 @optus_digital 💵 💯
- 20. 3 quick tips to solve this @Ben_Barker1989 @optus_digital
- 21. 10 min daily meeting / product, buying & merchandising teams @Ben_Barker1989 @optus_digital
- 24. SEO Performance to Date: Post site live: @Ben_Barker1989 @optus_digital
- 25. Your product, buying & merchandising teams know things that you don’t... @Ben_Barker1989 @optus_digital
- 27. Become bezzies with your VM’s @Ben_Barker1989 @optus_digital
- 29. These teams are “closer” to your customers @Ben_Barker1989 @optus_digital
- 30. These teams are “closer” to suppliers (3rd party) @Ben_Barker1989 @optus_digital
- 31. How can we be lead by them? @Ben_Barker1989 @optus_digital
- 32. Use their research to inform our strategy @Ben_Barker1989 @optus_digital
- 34. Work with them to hit their targets... @Ben_Barker1989 @optus_digital
- 36. Company performs = everyone wins @Ben_Barker1989 @optus_digital
- 38. Plan in May / June... @Ben_Barker1989 @optus_digital
- 39. Earlier planning = better resource allocation (SEO & PPC spend) @Ben_Barker1989 @optus_digital
- 40. Late planning = late launch @Ben_Barker1989 @optus_digital
- 41. Late launch = lost sales @Ben_Barker1989 @optus_digital
- 43. Positives to planning & launching earlier... @Ben_Barker1989 @optus_digital
- 44. Begin to drive traffic sooner - Organic & paid @Ben_Barker1989 @optus_digital
- 45. This traffic likely won’t convert, however... @Ben_Barker1989 @optus_digital
- 47. Launch paid search campaigns sooner... @Ben_Barker1989 @optus_digital
- 48. Retargeting is your friend… again @Ben_Barker1989 @optus_digital
- 51. Optimise content and meta with {keyword} + “year” @Ben_Barker1989 @optus_digital
- 52. Use any discount / promo codes in meta desc. @Ben_Barker1989 @optus_digital
- 55. Test Google Shopping with zero Ad spend... @Ben_Barker1989 @optus_digital
- 56. DSA campaigns are super useful for plugging content gaps @Ben_Barker1989 @optus_digital
- 57. Use well converting Ad copy as your meta desc. @Ben_Barker1989 @optus_digital
- 59. Last bits and bobs to consider... @Ben_Barker1989 @optus_digital
- 60. Your processes have to be cross team... @Ben_Barker1989 @optus_digital
- 61. Your processes have to be multi level... @Ben_Barker1989 @optus_digital
- 62. Right reports to the right people... @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.