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A Retailer's Guide To PPC Marketing

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Approximately $4 trillion worth of merchandise will be abandoned in online shopping carts this year according to BI Intelligence estimates. With Holiday shopping season steadily approaching, now is the time to fill the gaps in your PPC strategy. How can you capitalize on these hot prospects?

Join us Tuesday, September 29th as WordStream showcases trending topics & strartegies in PPC for retailers.


Learn tactics from our industry expert like:

What PPC best practices exist for targeting in-store & online shoppers
How to boost seasonal sales
Tricks for staying in front of the casual shopper
Tips for avoiding shopping cart abandonment

Published in: Marketing
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A Retailer's Guide To PPC Marketing

  1. 1. @ChappyMargot Live Webinar Featuring Margot Da Cunha Wordstream & Freestyle Solutions 09.29.2015
  2. 2. @ChappyMargot Freestyle Solutions is a cloud based inventory and order management software that seamlessly connects your eCommerce platform with your sales channels, shipping providers and accounting software. They automate the process of managing inventory, processing orders and reconciling accounting. Their real-time inventory controls increase sales and grow businesses. Meet Our Partner: Freestyle Solutions
  3. 3. @ChappyMargot Meet Margot • PPC Expert & Content Creator at WordStream • Background in PPC, social media, & blogging • Fun Fact: My favorite thing to shop for is food
  4. 4. @ChappyMargot • Launch Poll We’d Like To Learn About You
  5. 5. @ChappyMargot Source: MineWhat 81% of shoppers conduct online research before they make a purchase
  6. 6. @ChappyMargot 60% of people begin shopping by using a search engine to find the products they want Source: MineWhat
  7. 7. @ChappyMargot Yet, Retail PPC for Isn’t Easy… “Retail is black and white. You either make a sale or you don’t.” – Jaclyn Jordan, WordStream Senior Paid Search Strategist
  8. 8. @ChappyMargot Retailers spent 47% more on Google’s shopping ads than they did a year ago
  9. 9. @ChappyMargot Shopping Ads vs. Search Ads
  10. 10. @ChappyMargot What’s the difference?
  11. 11. @ChappyMargot What’s the difference? Shopping SearchVS. • Quick & Easy ROI • Image • Special Offers • Branding • Returning Buyers • Sitelink Extensions
  12. 12. @ChappyMargot USE BOTH! Find Out Which Channel Works Best for Your Business
  13. 13. @ChappyMargot Shopping Ad Pro Tips!
  14. 14. @ChappyMargot USE BOTH! Find Out Which Channel Works Best for Your Business
  15. 15. @ChappyMargot USE BOTH! Find Out Which Channel Works Best for Your Business PRO TIP #1: Separate Shopping Campaigns by Priority Campaign  Settings  Shopping Settings  Advanced  Campaign Priority
  16. 16. @ChappyMargot Group Products Based on Their Value Find Out Which Channel Works Best for Your Business VS
  17. 17. @ChappyMargot USE BOTH! Find Out Which Channel Works Best for Your Business PRO TIP #2: Ensure Price Points Are Competitive
  18. 18. @ChappyMargot USE BOTH! Find Out Which Channel Works Best for Your Business Use Google’s Ad Preview and Diagnosis Tool to See How Your Ads Compare to Competitors
  19. 19. @ChappyMargot USE BOTH! Find Out Which Channel Works Best for Your Business PRO TIP #3: Stand Out Amongst Your Competition
  20. 20. @ChappyMargot USE BOTH! Find Out Which Channel Works Best for Your Business Gather Product Ratings 88% of consumers say they trust online reviews as much as a personal recommendation Source: BrightLocal
  21. 21. @ChappyMargot 50 Reviews from a Google Approved Review Aggregator https://services.google.com/fb/forms/productreviews/ Product Rating Interest Form
  22. 22. @ChappyMargot Become a Google Trusted Store https://www.google.com/retail/trusted-stores/
  23. 23. @ChappyMargot Run Google Merchant Promotions https://services.google.com/fb/forms/merchantpromotionsform/ Merchant Promotion Interest Form
  24. 24. @ChappyMargot Search Ad Pro Tips!
  25. 25. @ChappyMargot USE BOTH! Find Out Which Channel Works Best for Your Business PRO TIP #1: Structure Campaigns Based on Site Navigation and Product Groupings http://bit.ly/1Kh1udG
  26. 26. @ChappyMargot USE BOTH! Find Out Which Channel Works Best for Your Business Campaign: New Arrivals Campaign: Dresses Campaign: Tops and Bottoms Campaign: Outwear Campaign: Jumpsuits Campaign: Accessories
  27. 27. @ChappyMargot TH! Find Out Which Channel Works Best for Your Business Campaign: Dresses • Ad group: Most Popular • Ad group: Gowns • Ad group: Cocktail • Ad group: Night out • Ad group: Daytime • Ad group: Plus size
  28. 28. @ChappyMargot USE BOTH! Find Out Which Channel Works Best for Your Business PRO TIP #2: Increase the Credibility (and Clickability) of Your Ad Copy with Numbers “Numbers are easy to digest and understand, and studies show that incorporating them into your copy can make it appear more accurate and credible.” - Unbounce’s Johnathan Dane
  29. 29. @ChappyMargot USE BOTH! Find Out Which Channel Works Best for Your Business PRO HACK: Implement Ad Customizers
  30. 30. @ChappyMargot The Importance of Seasonality
  31. 31. @ChappyMargot Understand Your Seasonal Peaks
  32. 32. @ChappyMargot Ready Yourself for the Holidays!  Analyze past holiday trends  Q4 is prime time for most advertisers  Build ads and landing pages for seasonal peaks  Use labels to easily pause and un-pause seasonal ads  Re-allocate budgets
  33. 33. @ChappyMargot Unsure of Your Seasonal Peaks?
  34. 34. @ChappyMargot Google Trends Google.com/trends
  35. 35. @ChappyMargot Bringing it All Together
  36. 36. @ChappyMargot USE BOTH! Find Out Which Channel Works Best for Your Business Create Returning Buyers with REMARKETING
  37. 37. @ChappyMargot USE BOTH! Find Out Which Channel Works Best for Your Business
  38. 38. @ChappyMargot Remarketing List Types  All visitors  Product categories (URL contains category name)  Upsell shoppers who already converted  Abandoned shopping cart  Certain time period after purchase
  39. 39. @ChappyMargot • Launch Poll Special Offer for Our Attendees
  40. 40. @ChappyMargot Tweet me! @ChappyMargot Give us a call: (617) 963-0555 ext 2 Email: support@wordstream.com Questions?

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