Ecommerce & Retail PPC Tactics - SMX East 2010 - Alex Cohen of ClickEquations

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Ecommerce & Retail PPC Tactics - SMX East 2010 - Alex Cohen of ClickEquations

  1. 1. 3 eCommerce PPC Tips You Can Use Tomorrow Alex Cohen, Senior Marketing Manager www.clickequations.com | @digitalalex © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 1
  2. 2. 3 eCommerce PPC Tips You Can Use Tomorrow 1. Monitor Your “Budget Lost Impression Share” 2. Query Mine Your Head Keywords for Winners 3. Catch Trends with “What’s Changed?” Reports © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 2010 @digitalalex 2
  3. 3. # Monitor Budget Lost Impression Share © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 3
  4. 4. Throw Money At Your IS Problem Lost Impressions due to low Campaign budget Total Impressions / Lost Impressions due to Possible Impressions low Ad Rank (Ad Rank = Bid * Quality Score) © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 2010 @digitalalex 4
  5. 5. Find Impression Share in “Columns” © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 2010 @digitalalex 5
  6. 6. Example: Prioritize by looking at Net Profit & ROI © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 2010 @digitalalex 6
  7. 7. 2 Tips to Master Budget Lost IS 1. Review Impression Share Metrics today and adjust budgets 2. Monitor Budget Lost Impression Share during peak sale times (Black Friday, etc.) © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 2010 @digitalalex 7
  8. 8. Long Version: Project a Run Rate www.ClickEquations.com/Analyst © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 2010 @digitalalex 8
  9. 9. # Query Mine Your Head Keywords for Winners © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 9
  10. 10. What Is A Search Query? © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 10
  11. 11. Focus On Your Head Terms 0.11% of all keywords generate 80% of all revenue © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 2010 @digitalalex 11
  12. 12. Where Are The Search Queries? Google Bing (MSN) Yahoo © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 12
  13. 13. Start With Broad Match Terms www.ClickEquations.com/Analyst © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 13
  14. 14. Create a “Winners” List of Converting Queries Winners (Search Queries that convert profitably) Last Click Last Click Last Click Search Query Keyword Match Type Avg CPC Clicks Cost Conversions Assists Revenue urinary incontinence on dogs doghouse dogs urinary Broad $ 0.45 2 $ 0.89 1 1 $ 35.98 dog calming spray dog calming Phrase $ 0.59 2 $ 1.18 1 1 $ 28.47 bravo bully sticks in bulk bully sticks Phrase $ 1.27 1 $ 1.27 1 0 $ 89.99 dog urinary medicine dogs urinary Broad $ 0.45 3 $ 1.34 1 1 $ 29.86 wellness brand dog food wellness dog food Broad $ 0.55 3 $ 1.67 1 0 $ 61.53 Losers (Search Queries that do not convert Last Click Last Click Last Click Search Query Keyword Match Type Avg CPC Clicks Cost Conversions Assists Revenue bully sticks wholesale bully sticks Phrase $ 1.39 9 $ 12.67 0 0 $ - bone buddies bully sticks bully sticks Phrase $ 1.43 4 $ 5.71 0 0 $ - newman's own dog food newman's own dog Broad $ 0.41 14 $ 5.45 0 0 $ - bully sticks wholesale bully sticks Phrase $ 1.34 4 $ 5.35 0 0 $ - dog treats, bully sticks www.ClickEquations.com/Analyst bully sticks Phrase $ 1.27 4 $ 5.07 0 0 $ - newman's own dog food newman's own dog Broad $ 0.39 11 $ 4.27 0 0 $ - © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 14
  15. 15. Promote Winners to Exact Match Exact Match Beats Phrase Match Beats Broad Match © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 15
  16. 16. Long Version: Find Synonyms with Microsoft Ad Intelligence Unreliable Better Microsoft Advertising Intelligence (http://bit.ly/searchintel) © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 16
  17. 17. # Catch Trends with “What’s Changed?” Reports © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 17
  18. 18. Top 10 Reports Hide Trends March ‘10 April ‘10 © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 2010 @digitalalex 18
  19. 19. Listen to The Master "While we obsess about our brand terms and our top ten key phrases the reality is that the long tail of search means that our organic and search campaigns focus on tens of thousands or hundreds of thousands of keywords. One effective strategy to deal with this purely data problem is to focus on what's changed." -Avinash Kaushik Author, Web Analytics 2.0 Advisor, ClickEquations © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 2010 @digitalalex 19
  20. 20. Example: Hot Campaigns & Keywords © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 20
  21. 21. Create a What’s Changed Report 1. Pick a Ad Groups & Segment Keywords 2. Choose a Gross Profit, Metric ROI or CPA 3. Set a Week/Week & Time Period Month/Month © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 2010 @digitalalex 21
  22. 22. Try It TODAY: Free Google Analytics Plug-In http://clck.it/whats-changed © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 2010 @digitalalex 22
  23. 23. 43 Paid Search Marketing Tools 1. Keyword Research 5. Niche Tools – Google Keyword Research Tool - • Mongoose Metrics – www.mongoosemetrics.com https://adwords.google.com/select/KeywordToolExternal • Optimine – www.optimine.com – Wordtracker – www.wordtracker.com • MarchEx – www.marchex.com – Trellian Keyword Discovery - • ClearSaleing – www.clearsaleing.com http://www.keyworddiscovery.com/ 6. Testing & Personalization – SEO Book Keyword Tool – • Google Website Optimizer - www.google.com/websiteoptimizer http://tools.seobook.com/keyword-tools/seobook/ • Omniture Test & Target - http://clck.it/testandtarget – Wordstream – www.wordstream.com • Monetate – www.monetate.com 2. Competitive Analysis • Sitespect – www.sitespect.com 1. Compete – www.compete.com • Ion Interactive – www.ioninteractive.com 2. AdGooRoo – www.adgooroo.com 7. Analytics – Qualitative 3. SEMRush – www.semrush.com • 4Q – http://4q.iperceptions.com 4. The Search Monitor – www.thesearchmonitor.com • Foresee – www.foreseeresults.com 5. iSpionage – www.ispionage.com • UserTesting – www.usertesting.com 3. Display Research • iPerceptions – www.iperceptions.com 1. Google Placement Tool – Instructions - • KnowClick – www.knowclick.com http://clck.it/placement-tool 8. Analytics – Quantitative 2. DoubleClick Ad Planner – • Adobe by Omniture – www.omniture.com http://www.google.com/adplanner/ • Unica – www.unica.com 3. Web Data Extractor - http://www.webextractor.com/ • Google Analytics – www.google.com/analytics 4. Performance Marketing Platforms • Coremetrics – www.coremetrics.com • ClickEquations – www.clickequations.com • Webtrends – www.webtrends.com • Kenshoo – www.kenshoo.com 9. Customer Relationship Management (CRM)/Lifetime Value (LTV) • Marin Software – www.marinsoftware.com • SalesForce – www.salesforce.com • Acquisio – www.acquisio.com • SAP – www.sap.com • AdWords Editor – www.google.com/intl/en/adwordseditor/ • NetSuite – www.netsuite.com • adCenter Desktop - http://clck.it/9JbCPS • Venda – www.venda.com • Volusion – www.volusion.com © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 2010 @digitalalex 23
  24. 24. ClickEquations: Intelligent Paid Search Platform ClickEquations enables you to manage all aspects of your accounts more easily • Campaign management with bulk editing and easy-to-use optimization • Powerful bid management created with experts from the Wharton School • Best in class analytics for advanced and automated reporting • And ClickEquations makes it all easy through Segments, Adviser, and Analyst www.ClickEquations.com | @digitalalex © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 2010 24
  25. 25. ClickEquations – Alex Cohen acohen@clickequations.com www.ClickEquations.com 484-362-1321 @DigitalAlex www.AlexLCohen.com © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 25

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