Eight in ten American shop online - Do you know what an ideal ecommerce investment allocation strategy looks like for your business? Budget allocation and digital advertising strategies vary widely by business maturity, type and stage. Let us help you establish your full-funnel ecommerce blueprint wherever your business stands.
2. Today’s Logistics
● Session Recording & Slides Will Be Sent Out
● Submit Questions to Our Panelists
● Resources Available as Handouts
● Join in the Poll Question!
Analicia Santaella
Webinar Coordinator
3. Overview
Founded in 2007
Google Premier Partner
500+ Active Retail Clients
Top 50 Fastest Growing Company San Diego
D E L I V E R I N G
L A S T I N G
R E S U L T S F O R O U R
C L I E N T S
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
Creative Services
About CPC Strategy
5. Today’s Agenda
● Identifying Your Business’ Maturity Level
● Budget Allocation from Start-Up to Wholesale
● Key Metrics for Evaluating Your Campaign &
Ad Spend
● Advertising Platform Offerings at Every Level
of the Funnel
● Leveraging Google, YouTube, Bing & Facebook
● Walk-through of Budget Implementation
7. Key Business Maturity Metrics
ResellerBrand
Start-Up
Historically
Wholesale
Traditional
Reseller
Reseller & House
Brands
Mature
Business Type
Business Phase
Campaign Types Demand Generation Demand Fostering Demand Capture Re-Acquisition
14. Copyright 2017 - Q4 Amazon Virtual Summit
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Ideal Budget Strategy at Every Stage
23. Analyzing Conversion Paths
● Learn about the customer journey
● Identify highest value conversion paths
● Leverage data to inform budget allocation
25. Let’s start with an example of a fictional Start-Up company called Sunshine Apparel
Sunshine Apparel’s investors are allocating them a $10,000 per month budget to spend
on digital advertising
Given Sunshine Apparel’s budget and maturity level, starting budget allocation could be:
● 60% Demand Generation - $6,000 / mo.
● 20% Demand Fostering - $2,000 / mo.
● 10% Demand Capture - $1,000 / mo.
● 10% Re-acquisition - $1,000 / mo.
Start-Up Example: Sunshine Apparel
26. Awareness - $6k
Interest - $2k
Consideration - $1k
Purchase -
$1k
• Facebook Demographic/Interest Targeting ($2k)
• YouTube Demographic/Geographic Targeting ($2k)
• Bing Native Ads ($0)
• Google Display/Gmail Ads ($2k)
• Facebook Lookalikes/Similar Audiences ($0)
• YouTube/Google Display In-Market & Affinity Audiences ($0k)
• Google & Bing Search and Shopping Non-Branded Ads ($2k)
• Google & Bing Branded Search ($500)
• Google & Bing Branded Shopping ($500)
• Facebook Lookalikes/Similar Audiences ($0)
• Retargeting on YouTube/Google Display ($0)
• RLSA on Google & Bing Search ($250)
• RLSA on Google & Bing Shopping ($250)
• Facebook Dynamic Product Ads ($500)
Sunshine Apparel: Stages of the Funnel
27. Mature Brand: Strong Water Bottle Co.
Let’s start with an example of a fictional mature brand called Strong Water Bottle Co (SWBC)
In this example, SWBC has allocated $25,000 per month budget to spend on digital
advertising
Given SWBC’s budget and maturity level, a starting budget allocation could be:
● 30% Demand Generation - $7,500 per month
● 20% Demand Fostering - $5,000 per month
● 30% Demand Capture - $7,500 per month
● 20% Re-acquisition - $5,000 per month
28. Awareness - $7.5k
Interest - $5k
Consideration -
$7.5k
Purchase -
$5k
• Facebook Demographic/Interest Targeting ($2.5k)
• YouTube Demographic/Geographic Targeting ($2k)
• Bing Native Ads ($500)
• Google Display/Gmail Ads ($2.5k)
• Facebook Lookalikes/Similar Audiences ($2k)
• YouTube/Google Display In-Market & Affinity Audiences ($0k)
• Google & Bing Search and Shopping Non-Branded Ads ($3k)
• Google & Bing Branded Search ($2.5k)
• Google & Bing Branded Shopping ($2.5k)
• Facebook Lookalikes/Similar Audiences ($2.5k)
• Retargeting on YouTube/Google Display ($1.5k)
• RLSA on Google & Bing Search ($750)
• RLSA on Google & Bing Shopping ($750)
• Facebook Dynamic Product Ads ($2k)
SWBC: Stages of the Funnel
29. Traditional Reseller Example: Sneaker Mart
Let’s start with an example of a fictional reseller company called Sneaker Mart
In this example, Sneaker Mart has $15,000 per month budget to spend on digital
advertising.
Given Sneaker Mart’s budget and maturity level, a starting budget allocation could be:
● 5% Demand Generation - $750 per month
● 10% Demand Fostering - $1,500 per month
● 60% Demand Capture - $9,000 per month
● 25% Re-acquisition - $3,750 per month
30. Awareness - $750
Interest - $1.5k
Consideration - $9k
Purchase -
$3.75k
• Facebook Demographic/Interest Targeting ($0k)
• YouTube Demographic/Geographic Targeting ($0k)
• Bing Native Ads ($0k)
• Google Display/Gmail Ads ($750k)
• Facebook Lookalikes/Similar Audiences ($0k)
• YouTube/Google Display In-Market & Affinity Audiences ($0k)
• Google & Bing Search and Shopping Non-Branded Ads ($1.5k)
• Google & Bing Branded Search ($3k)
• Google & Bing Branded Shopping ($4k)
• Facebook Lookalikes/Similar Audiences ($2k)
• Retargeting on YouTube/Google Display ($1.25k)
• RLSA on Google & Bing Search ($500)
• RLSA on Google & Bing Shopping ($500)
• Facebook Dynamic Product Ads ($1,5k)
Sneaker Mart: Stages of the Funnel
31. Today’s Agenda
● Identifying Your Business’ Maturity Level
● Budget Allocation from Start-Up to Wholesale
● Key Metrics for Evaluating Your Campaign &
Ad Spend
● Advertising Platform Offerings at Every Level
of the Funnel
● Leveraging Google, YouTube, Bing & Facebook
● Walk-through of Budget Implementation
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Schedule Your 1-1
Ecommerce Acceleration Strategy
Evaluation
33. Questions for Today’s Speakers?
Jason Bell
Sr. Retail Search Manager
Michael Ward
Lead Retail Search Manager