Determine your market:Use real-time data to target customers who convert
Paid search is     like a test kitchen.test quickly               get immediate   use what                  feedback     y...
Where is your traffic coming from?
Where are your sales coming from?
With paid search, you can pinpoint exactly   where your bestcustomers are coming   from - and whatpromotions, offers andme...
The tools are built right in:       geolocation        dayparting   actual search terms
Set up your customers for a purchase - before they click
The e-commerce funnel                    Research       Price/Feature Comparison           Direct
The e-commerce funnel           People who have feet        People who want shoes   People who want to buy         your sh...
The e-commerce funnel              You need shoes!     Our shoes are better/cheaper     Get our shoes now
Ad groups and keywords
Keep ad groups  Ad groups are for                                    small and   organizing ads.                          ...
When creating ad groups, put broad match keywords together, and build separate ad groups for exact and phrase match.
long-tail             keywords          “phrase                                match                              keywords...
PPC’s built-in A/B testing1. Write 4 ads for each ad group.2. Vary the subject line in 2 ads, and the CTA in 2 ads.3. Let ...
Buy Sandals Online                        Want Sandals? We have a huge selection!                        Click here for Fr...
Extra credit: Check out our blog post on dynamic        keyword insertion atwww.trada.com/2010/12/using-dynamic-         k...
Big mistake alert!If you put all your keywords   into one ad group, your  campaign won’t succeed.
How do you decide which keywords are right?          Let the market decide.
Write compelling ad copy
Buy Now!                                Save 20% off all shoes!Always, always use a call-to-                              ...
Use the space available.                Up to 50% off Designer Shoes                The season’s must-have styles are atth...
Create a sense of    urgency.Offer ends soon!Buy before June 2!
trustworthy!   Rare Caterpillar Beanie Babies                          Limited Edition, Excellent Condition.              ...
Here’s where we tell youthree very important things.
Don’t set-and-forget! Be smart and test. Use what you learn.
A few words about Trada
Trada has a crowd of expertswho do search marketing for             you.
Multiple experts work on your campaign at the        same time.        You get:  Diversity of thinkingConstant optimizatio...
It’s pay-for-performance.There are NO fees. No startup fees, no management fees.             You can get started right away.
Questions?meghan@performable.com          anna@trada.com
Lifecycle Marketing for E-commerce
Lifecycle Marketing for E-commerce
Lifecycle Marketing for E-commerce
Lifecycle Marketing for E-commerce
Lifecycle Marketing for E-commerce
Lifecycle Marketing for E-commerce
Lifecycle Marketing for E-commerce
Lifecycle Marketing for E-commerce
Lifecycle Marketing for E-commerce
Lifecycle Marketing for E-commerce
Lifecycle Marketing for E-commerce
Lifecycle Marketing for E-commerce
Lifecycle Marketing for E-commerce
Lifecycle Marketing for E-commerce
Lifecycle Marketing for E-commerce
Lifecycle Marketing for E-commerce
Lifecycle Marketing for E-commerce
Lifecycle Marketing for E-commerce
Lifecycle Marketing for E-commerce
Lifecycle Marketing for E-commerce
Lifecycle Marketing for E-commerce
Lifecycle Marketing for E-commerce
Lifecycle Marketing for E-commerce
Lifecycle Marketing for E-commerce
Lifecycle Marketing for E-commerce
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Lifecycle Marketing for E-commerce

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In this webinar presented by Trada and Performable, we cover how customer behavior online is changing.

Search engine marketing has traditionally been seen as an isolated channel, with most of the focus being placed strictly on the interaction between a given campaign and its landing page.

In reality, search engine ads are one of many influential steps along a customer's relationship with your brand. In fact, a recent ATG survey found that 78% of customers use two or more channels to make a given purchase decision. To reflect the behavior of today's consumer, eCommerce marketers need to reframe their understanding of search engine campaigns as part of the complete customer lifecycle.
The webinar offers tips on how to track the full customer lifecycle, improve your campaigns and move customers from awareness to first purchase: and beyond.

Check out Trada Reviews here: http://www.trada.com/trada-reviews/

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  • Hi, Why not a put a play button as well as pause button? It is really difficult t read through your sides. But I should thank for the great info you provided. Thanks. Cheers!
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  • Lifecycle Marketing for E-commerce

    1. 1. Determine your market:Use real-time data to target customers who convert
    2. 2. Paid search is like a test kitchen.test quickly get immediate use what feedback you learn
    3. 3. Where is your traffic coming from?
    4. 4. Where are your sales coming from?
    5. 5. With paid search, you can pinpoint exactly where your bestcustomers are coming from - and whatpromotions, offers andmessaging drives them to convert.
    6. 6. The tools are built right in: geolocation dayparting actual search terms
    7. 7. Set up your customers for a purchase - before they click
    8. 8. The e-commerce funnel Research Price/Feature Comparison Direct
    9. 9. The e-commerce funnel People who have feet People who want shoes People who want to buy your shoes
    10. 10. The e-commerce funnel You need shoes! Our shoes are better/cheaper Get our shoes now
    11. 11. Ad groups and keywords
    12. 12. Keep ad groups Ad groups are for small and organizing ads. thematic.(Trada is holding a webinar June 8th:The Architecture of Ad Groups.Look for the link on the trada.com homepage!)
    13. 13. When creating ad groups, put broad match keywords together, and build separate ad groups for exact and phrase match.
    14. 14. long-tail keywords “phrase match keywords”keyword match types [exact match keywords]
    15. 15. PPC’s built-in A/B testing1. Write 4 ads for each ad group.2. Vary the subject line in 2 ads, and the CTA in 2 ads.3. Let the ads run for 2 weeks.4. Replace the 2 ads that aren’t performing as well.5. Repeat!
    16. 16. Buy Sandals Online Want Sandals? We have a huge selection! Click here for Free Shipping and Free Returns. tradashoes.com/sandals “buy sandals”“buy sandals online” Buy Sandals Online Save up to 50% on casual and dressy. “sandals online” Click here for Free Shipping and Free Returns. tradashoes.com/sandals [buy sandals][buy sandals online] [sandals online] Great Deals on Sandals Want Sandals? We have a huge selection! Click here for Free Shipping and Free Returns. tradashoes.com/sandals Great Deals on Sandals Save up to 50% on casual and dressy. Click here for Free Shipping and Free Returns. tradashoes.com/sandals
    17. 17. Extra credit: Check out our blog post on dynamic keyword insertion atwww.trada.com/2010/12/using-dynamic- keyword-insertion/
    18. 18. Big mistake alert!If you put all your keywords into one ad group, your campaign won’t succeed.
    19. 19. How do you decide which keywords are right? Let the market decide.
    20. 20. Write compelling ad copy
    21. 21. Buy Now! Save 20% off all shoes!Always, always use a call-to- Get it now! Only $29 action. Start saving! Try it free!
    22. 22. Use the space available. Up to 50% off Designer Shoes The season’s must-have styles are atthumbs up! Trada Shoes. Free shipping, shop now! tradashoes.com/sandals Shoesnot so much. Trada Shoes Free Shipping! tradashoes.com
    23. 23. Create a sense of urgency.Offer ends soon!Buy before June 2!
    24. 24. trustworthy! Rare Caterpillar Beanie Babies Limited Edition, Excellent Condition. Official Site of Beanie Babies! BeanieEmporium.com/caterpillarLet people know you are the “official site” Rare Caterpillar Bweenie Blabies Limited Edition, Excellent Condition. Get your hands on Bweenie Blabies! not so much. BweenieEmporium.shop.ly.ru/caterpillar
    25. 25. Here’s where we tell youthree very important things.
    26. 26. Don’t set-and-forget! Be smart and test. Use what you learn.
    27. 27. A few words about Trada
    28. 28. Trada has a crowd of expertswho do search marketing for you.
    29. 29. Multiple experts work on your campaign at the same time. You get: Diversity of thinkingConstant optimization Multiple ad groups
    30. 30. It’s pay-for-performance.There are NO fees. No startup fees, no management fees. You can get started right away.
    31. 31. Questions?meghan@performable.com anna@trada.com

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