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Profitable Customer Acquisition & Retention Strategies


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Join CPC Strategy & Bronto for a co-hosted webinar that will dive into prominent customer acquisition strategies & how you can maintain long-term profitability through email marketing.

Published in: Retail
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Profitable Customer Acquisition & Retention Strategies

  1. 1. TheElite EcommerceMarketer’sWebinarto: Profitable Customer Acquisition & Retention Strategies
  2. 2. Event Logistics Join the Conversation: Submit questions and thoughts Session Recording Will Be Sent out 12/9/16 Event Moderator Nick Cotter Marketing Operations Coordinator
  3. 3. OVERVIEW • Founded in 2007 • Recognized as an Official Google Shopping Partner • 350+ Active Retail Clients • Top 50 fastest growing company in San Diego 4 years CLIENTS SOLUTIONS • Retail-focused Paid Search (PPC) • Google Shopping Management • Shopping Channel Management • Amazon Sales Acceleration • Facebook Advertising Management About CPC Strategy
  4. 4. Today’s Speakers Jamie Tharp Partnership Manager Jason Bell Sr. Retail Search Manager
  5. 5. 3 Part Event Agenda • Part 1: CPC Strategy - Our Elite Customer Acquisition Strategy • Part 2: Bronto - The 4 Easy Steps to an Email Welcome Series Build-Out • Part 3: CPC Strategy & Bronto - Live Q&A
  6. 6. Isolating Holiday Shopper’s Search Results Through ISO©
  7. 7. What is ISO and why is it so important? ISO Strategy – [Exact] or “Phrase” Match Targeting What is it?  Ability to target an exact keyword or phrase within Google Shopping w/o the need of a daily negative keyword addition (ie: SQO Strategy)  Shifting focus away from only product-level performance to search query performance How is it accomplished?  Through the use of both the campaign priority settings and negative keyword sculpting Customer Intent Example  Ability to bid based upon perceived customer intent  Ensuring higher placement on terms which show higher customer intent to purchase Test Drive CAPx Shopping Platform:
  8. 8. The Green ISO Strategy
  9. 9. The Green ISO Strategy Use Case Scenarios  Goal To Drive Impression Share  Exact/Phrase Match Target High Value KWs  Quickly Monitor & React To Aggressive Competition  Control Product Mix  Ensure Prime Positioning During Q4 or Other Holiday/Sale Periods  Stimulate Growth Through Aggressive Bidding On Top Performing Terms Test Drive CAPx Shopping Platform:
  10. 10. The Green ISO Strategy Results From Green ISO Strategy Test Background Info  Goal - Increase & Monitor Impression Share on Top Performing Queries  Push For More Offline Engagement (Phone Calls) on These Terms  Control Product Mix On Top Terms  Tested In Waves To Monitor Overall Impact on Business & Lessen Risk  Unable to See Impression Share on Terms Prior - Tough To Monitor Performance Increase Learnings  Increased Ability to Dominate a SERP  Easily Monitor Competitor Performance & React Accordingly  Recommended When Looking to Dominate SERP on High Relevant Terms  Can Lead to Lower CTR if New Products are Introduced - Thus Leading to Higher CPCs Test Drive CAPx Shopping Platform:
  11. 11. The Red ISO Strategy
  12. 12. The Red ISO Strategy Improve ROI on Poor Performing Queries  Main goal is to lower avg. cpc on these terms  Unless completely irrelevant, recommend implementing red ISO instead of adding term as negative (unless sculpting) Can You Implement Both Green & Red Together?  Yes! See example setup below Test Drive CAPx Shopping Platform:
  13. 13. The Red ISO Strategy Value Behind Red ISO  Test this out on some of your poorest performing search terms. Include some of the terms that you have previously added as negatives (unless they are totally irrelevant)  Idea is to re-introduce these search queries into a separate campaign with lower bids than the queries had previously. I recommend keeping bid levels around half of what your current average Max CPC bids are (not avg. cpc) Test Drive CAPx Shopping Platform:
  14. 14. The Red ISO Strategy 30 Days Before & After Results  I am only concerned with my main metrics of testing during this test due to the introduction of previous negative keywords which could skew click and overall order totals  One main difference is that I also allowed ALL products to be available for this campaigns where as in other campaigns I may have bid down or suppressed specific products. - Here, I am focused on the query level and not necessarily the product level.  These numbers can still be a bit misleading but performance improvement is clearly visible and we will be continuing to add search queries which are not profitable but still relevant to this campaign to further testing.  Cost Down 66%  Avg. CPC Down 73%  ROAS Up 370% Test Drive CAPx Shopping Platform:
  15. 15. The DABS ISO Strategy
  16. 16. The DABs ISO Strategy Test Drive CAPx Shopping Platform: Brand vs Non-Brand + Desktop vs Mobile  Clean Segmentation of Branded Searches from Non-Branded  Own more of the SERP on branded searches  Allow for better attribution  Use Path Reports
  17. 17. The DABs ISO Strategy * Large Apparel / Brand Manufacturer  4% ROAS improvement across all Shopping campaigns  65% Conversion Rate improvement  38% lift in branded impression share Test Drive CAPx Shopping Platform:
  18. 18. The DABs ISO Strategy * Large Athletic Apparel Vertical / Brand Reseller  113% ROAS improvement across all Shopping campaigns  26% Conversion Rate improvement  46% Decrease in Spend for Non-Branded searches Test Drive CAPx Shopping Platform: