Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Scaling Large E-commerce Catalogues for PPC

556 views

Published on

In a World with so many available paid advertising channels, this talk delves into some of the best (tried and tested) tactics for scaling large e-commerce catalogues in order to be more profitable (failing that, waste less budget!).

Published in: Marketing
  • Be the first to comment

Scaling Large E-commerce Catalogues for PPC

  1. 1. Jack Cooper
 @shap_digital Andertons Music Co. Scaling large e-commerce catalogues for PPC http://www.slideshare.net/JackCooper16
  2. 2. What am I talking about? Tweet @shap_digital #brightonSEO2
  3. 3. Optimising the VALUE of your product catalogue WITHOUT increasing your budget! Tweet @shap_digital #brightonSEO3
  4. 4. who am i Tweet @shap_digital #brightonSEO4
  5. 5. …a semi-obsessed marketing junkie who thinks he knows it all… but doesn’t Tweet @shap_digital #brightonSEO5
  6. 6. WHY SHOULD you BE INTERESTED? Tweet @shap_digital #brightonSEO6
  7. 7. REVENUE is great… but PROFIT is better! Tweet @shap_digital #brightonSEO7
  8. 8. Tweet @shap_digital #brightonSEO8 Keep THE BOSS sweet! (more investment) Tweet @shap_digital #brightonSEO8
  9. 9. Improve VALUE from your agency Tweet @shap_digital #brightonSEO9
  10. 10. WHO FINDS IT USEFUL? Tweet @shap_digital #brightonSEO10
  11. 11. Users with LARGE product catalogues (mostly) Tweet @shap_digital #brightonSEO11
  12. 12. Users who EXHAUST budget FREQUENTLY Tweet @shap_digital #brightonSEO12
  13. 13. Those wanting MORE PROFIT with the SAME SPEND Tweet @shap_digital #brightonSEO13
  14. 14. IS THERE ACTUALLY A PROBLEM? Tweet @shap_digital #brightonSEO14
  15. 15. 15,000 products (and growing fast) Tweet @shap_digital #brightonSEO15
  16. 16. Budget being spent BEFORE the end of the day Tweet @shap_digital #brightonSEO16
  17. 17. Working on revenue GROWTH and not PROFIT Tweet @shap_digital #brightonSEO17
  18. 18. THE OBJECTIVE Tweet @shap_digital #brightonSEO18
  19. 19. More CONTROL over the products we PRIORITISE Tweet @shap_digital #brightonSEO19
  20. 20. THE SOLUTION? Tweet @shap_digital #brightonSEO20
  21. 21. DO NOT increase your budget (yet) Tweet @shap_digital #brightonSEO21
  22. 22. DO NOT STAND STILL the PPC is never won, nor a one time fix Tweet @shap_digital #brightonSEO22
  23. 23. Don’t bite the hand that feeds you - OPTIMISE your product FEED Tweet @shap_digital #brightonSEO23
  24. 24. DO design a campaign structure that… Tweet @shap_digital #brightonSEO24
  25. 25. … Suits your business Think management time! Tweet @shap_digital #brightonSEO25
  26. 26. … Utilises campaign priorities Tweet @shap_digital #brightonSEO26
  27. 27. … Is bulletproof Tweet @shap_digital #brightonSEO27
  28. 28. ACT ON THE INSIGHTS Tweet @shap_digital #brightonSEO28
  29. 29. Use Google ad scripts Tweet @shap_digital #brightonSEO29
  30. 30. Use DATA to audit your inventory Tweet @shap_digital #brightonSEO30
  31. 31. Target products where you ARE competitive on PRICE Tweet @shap_digital #brightonSEO31
  32. 32. Bid more for products with POSITIVE reviews Tweet @shap_digital #brightonSEO32
  33. 33. Prioritise HIGH MARGIN products Tweet @shap_digital #brightonSEO33
  34. 34. Retarget based on your STRATEGY and OBJECTIVES Tweet @shap_digital #brightonSEO34
  35. 35. RETENTION of key audiences? Tweet @shap_digital #brightonSEO35
  36. 36. ACQUISITION of new customers? Tweet @shap_digital #brightonSEO36
  37. 37. OMNI-CHANNEL? Try local inventory ads to reduce wastage Tweet @shap_digital #brightonSEO37
  38. 38. Advertise NEW PRODUCTS more aggressively - They sell better Tweet @shap_digital #brightonSEO38
  39. 39. Tweet @shap_digital #brightonSEO STAY HUMAN! Tweet @shap_digital #brightonSEO39
  40. 40. Try new BID STRATEGIES… Tweet @shap_digital #brightonSEO40
  41. 41. TEST… TEST… TEST… Tweet @shap_digital #brightonSEO41
  42. 42. Be aware of the DISAPPOINTMENT PANDA Tweet @shap_digital #brightonSEOPANDA
  43. 43. Use DATA from other platforms Tweet @shap_digital #brightonSEO43
  44. 44. OUTCOME Tweet @shap_digital #brightonSEO44
  45. 45. Increased REVENUE Tweet @shap_digital #brightonSEO45
  46. 46. Decreased SPEND Tweet @shap_digital #brightonSEO46
  47. 47. Higher average PROFIT MARGIN Tweet @shap_digital #brightonSEO47
  48. 48. Higher AOV Tweet @shap_digital #brightonSEO48
  49. 49. HAPPY STAKEHOLDERS Tweet @shap_digital #brightonSEO49
  50. 50. Failing that… Tweet @shap_digital #brightonSEO50
  51. 51. Try a SMART SHOPPING campaign Tweet @shap_digital #brightonSEO51
  52. 52. SEND ME MORE! I’ve not covered everything, but picked some of my most fruitful… Tweet @shap_digital #brightonSEO52

×