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John Smyth - Marketing, Clicks to Conversions - Inside eCommerce MicksGarage Masterclass

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John Smyth, senior marketing exec at MicksGarage.com explains how they create a digital strategy around paid and organic search.

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John Smyth - Marketing, Clicks to Conversions - Inside eCommerce MicksGarage Masterclass

  1. 1. Inside eCommerce Marketing: From Click to Conversion www.insideecommerce.ie @insideecommerce @micksgarage @j_smyth John Smyth
  2. 2. What works for MicksGarage What we define as success
  3. 3. From Click To Conversion • Who’s Your Customer? • Gaining the Click – Traffic Drivers • Marketing driven by Metrics • Going Beyond the Click
  4. 4. Who is Your Customer? • Users v Customers • Starting Point • Who • Where • How • Why • Understand Your Traffic Thoroughly • Metrics Drive Understanding
  5. 5. Traffic Drivers • Google AdWords Search • Search Engine Optimisation • Affiliate • Partnerships • Email • Social
  6. 6. Why AdWords? • Performance Driven Marketing • Complete Purchase Funnel • Have Clear Goal in Mind • Know Your Product / Service • Research Your Audience – How do they search? • Competitive Analysis • Create Ads that Stand Out!
  7. 7. ‘car parts’ ‘VW car parts’ ‘VW golf wiper blades’ “VW golf mark 5 wiper blades”
  8. 8. Why AdWords? • Performance Driven Marketing • Complete Purchase Funnel • Know Your Product / Service • Research Your Audience – How do they search? • Competitive Analysis • Create Ads that Stand Out!
  9. 9. • Top Level KPIs – Clicks, Impressions, CTR, Conversions, CPA – Conversion Rate • In Depth KPIs – Search Impression Share % – Quality Score – Know it inside out – Device Split – How does mobile operate – Top v Others – Google Search v Search Partners – A.B.T… Always Be Testing! • Ads • Keywords • Bids • Landing Pages AdWords – KPI Driven Management
  10. 10. AdWords – The Must Do’s 1. In-Depth Research 2. Simple, Understandable Structure 3. Ad Relevancy – Make Users Want to Click 4. Ad, Keyword & Landing Page Connection 5. KPI Model – Don’t shoot blind 6. Link with Analytics – Beyond the Click 7. Never Stop Testing – Ever! 8. Know Your Bottom Line – ROI Rules
  11. 11. SEO • Start with Low Hanging Fruit – Your Site • Structure – Easy to Navigate • 4 Key Things – URL, Page Title, H1 Tag, Page Blurb • Make it easy for Google & Your Users • Create Page Content for the User • Webmaster Tools – Understand it – Geo Targeting, big wins! • Focus on Content, not Links – Aim to keep users – Engage them • Forget About Google PageRank • Know Who Links to You • Remember, it takes times
  12. 12. Be Aware! • Traffic - very important, but only the start • Can’t stop there • ‘Beyond The Click’ – Website – Basket • Holistic Marketing Approach – Traffic In….Traffic Out • Funnel Management
  13. 13. How do we persuade? • Choice, Brands & Value • ‘Car Part Experts’ • 360° Imagery • Video • Blog – How To Guides • Product / Company Reviews • Free Delivery / 365 Day Returns
  14. 14. Measure Smartly • Analytics • Don’t waste time • Goals & KPIs • Reports you need • Less time tracking – more time deciding • Data Overload
  15. 15. What to Measure? • Usual – Visits, Bounce Rate, Time on Site • Go Deeper – Hours of the Day – Exit Rate – Where do they leave from? – Basket Funnel – Mobile v Desktop – Site Search – is there overuse? If so, you’re pages are poor
  16. 16. KPIs – Weekly & Monthly • Complete Channel Measurement • Visits • Orders • Revenue • Conversion Rate • Average Order Value • Cost • CPA • Know where to focus your attention • Have targets, work towards them • Targets v Run Rate
  17. 17. Learn…Evolve…Grow • Not Perfect • Constant Learning • Live By Your Metrics • Focus On Your Users – Learn From Your Customers • New Challenges- New Channels
  18. 18. Going Back to the Office • Goals – Are they defined? Write them down • Have You Targets? Write them down • Do You Know Your Customers? • Before…During…After • What are your Metrics? – How do you track them? – Are you spending enough time on them?
  19. 19. Further Resources • Websites – Google blogs – (AdWords & Analytics) – Marketing Land / Search Engine Land / Search Engine Watch – GetElastic.com – PracticaleCommerce.com – Occam’s Razor – AvinashKaushik • Twitter Accounts – Rand Fishkin @randfish – Danny Sullivan @dannysullivan – Sean Si - SEO Hacker @seo_hacker – Matt Cutts - @mattcutts
  20. 20. Questions?

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