Successfully reported this slideshow.
Your SlideShare is downloading. ×

Scaling Large E-commerce Catalogues for PPC

Scaling Large E-commerce Catalogues for PPC

Download to read offline

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!).

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!).

More Related Content

Slideshows for you

Related Books

Free with a 30 day trial from Scribd

See all

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

×