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Optimize for the Sale - Unique SEM solutions for eCommerce

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PPC and SEO marketers do a lot of optimizing. We optimize for the click. We optimize to be found and shared. We optimize bids to be as effective as they can be down to the very last penny. But in all this rushing to make sure people go where we want them to, we sometimes overlook the very last piece: How do we get them to buy?

Join Kayla Kurtz from Hanapin Marketing and Erik Dafforn from Intrapromote as they demonstrate how the buyer's journey starts far before they reach your product page, and deliver advanced PPC and SEO ecommerce tactics to make sure your entire funnel is optimized for that final sale.

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Optimize for the Sale - Unique SEM solutions for eCommerce

  1. 1. Optimize for the Sale: Unique PPC & SEO Challenges for Ecommerce
  2. 2. ERIK DAFFORN • • • • @erikdafforn President of Intrapromote Speaker at SMX Advanced Co-Author of SEO Secrets Editor of Search Engine Visibility
  3. 3. KAYLA KURTZ • • 2nd most widely-read writer on PPC Hero • Keynote Speaker at Search Exchange Internet Marketing Conf. 2013 • @one800kayla Senior Digital Advisor @ Hanapin Emcee of HeroConf Paid Search Conference
  4. 4. What’s special about managing PPC & SEO for eCommerce ?
  5. 5. eCommerce more “control”
  6. 6. Main Topics Budget – how do you set PPC or SEO budgets for eCommerce accounts, both initially and ongoing? Have questions throughout the webinar? Use #ppcseo on Twitter!
  7. 7. Main Topics SERP visibility – how can PPC or SEO managers ensure they’re maximizing their results page real estate? Have questions throughout the webinar? Use #ppcseo on Twitter!
  8. 8. Main Topics Account/Campaign Structure – what are the differences in keyword scope, campaign structures or content focuses for SEO & PPC eCommerce accounts? Have questions throughout the webinar? Use #ppcseo on Twitter!
  9. 9. Main Topics Reporting – do/should PPC or SEO managers report at a different frequency for eCommerce accounts? What metrics are most important? Have questions throughout the webinar? Use #ppcseo on Twitter!
  10. 10. Main Topics Long Term Optimization/Success – once the account manager starts hitting goals for PPC or SEO, how can they continue driving value & success for the account? Have questions throughout the webinar? Use #ppcseo on Twitter!
  11. 11. Poll Questions! Main Topics: How long have you been involved in SEM? A. B. C. D. Less than 1 year 1-3 years 3-5 years 5+ years Have questions throughout the webinar? Use #ppcseo on Twitter!
  12. 12. Poll Questions! Main Topics: How do you manage your SEM accounts? A. B. C. D. I manage it myself I’m a part of a team that manages it I outsource my account management I’m rethinking how my account is managed Have questions throughout the webinar? Use #ppcseo on Twitter!
  13. 13. Spotting Vulnerabilities-- SEO Budgets SEO • Architecture • Content • Analytics
  14. 14. Spotting Vulnerabilities -- PPC Budgets SEO No magic formula! Where are you not seeing a positive return?
  15. 15. Spotting Vulnerabilities -- PPC Budgets SEO Check the market, based on the terms you want to target… …then do the backwards math.
  16. 16. Spotting Vulnerabilities -- PPC Budgets SEO For on-going budget, pledge X% of profit from PPC back to campaigns.
  17. 17. Spotting Vulnerabilities-- SEO SERP Visibility SEO • Control the Above-the-Fold Region
  18. 18. Spotting Vulnerabilities-- SEO SERP Visibility SEO • Control the Above-the-Fold Region
  19. 19. Spotting Vulnerabilities-- SEO SERP Visibility SEO • Control the Above-the-Fold Region
  20. 20. Spotting Vulnerabilities-- SEO SERP Visibility SEO • Control the Above-the-Fold Region
  21. 21. Spotting Vulnerabilities -- PPC SERP Visibility SEO Avoid customer confusion – audit networks, targets & messaging!
  22. 22. Spotting Vulnerabilities-- SEO Campaign Structure SEO 1. Get them there 2. Keep them there Crawling > Indexing > Ranking > Traffic > Action
  23. 23. Spotting Vulnerabilities-- SEO Campaign Structure SEO • Structured data
  24. 24. Spotting Vulnerabilities-- SEO Campaign Structure SEO • Pagination
  25. 25. Spotting Vulnerabilities-- SEO Campaign Structure SEO • XML Validation
  26. 26. Spotting Vulnerabilities-- SEO Campaign Structure SEO • Content!
  27. 27. Spotting Vulnerabilities-- SEO Campaign Structure SEO • Reviews and Interaction
  28. 28. Spotting Vulnerabilities -- PPC Account Structure SEO CAMPAIGN Product Category/Subcategory AD GROUP AD GROUP AD GROUP Subcategory/Style Subcategory/Style Subcategory/Style KEYWORDS KEYWORDS KEYWORDS Long-tail Long-tail Long-tail KEYWORDS KEYWORDS KEYWORDS Short-tail Short-tail Short-tail KEYWORDS KEYWORDS KEYWORDS All match types All match types All match types
  29. 29. CAMPAIGN Stilettos AD GROUP AD GROUP AD GROUP Brands Material Color KEYWORDS KEYWORDS Jimmy choo stilettos [Leather stilettos] “buy red stilettos” KEYWORDS KEYWORDS KEYWORDS [brand name stilettos] “patent leather stilettos” Colorful stilettos KEYWORDS KEYWORDS KEYWORDS “buy louboutin stilletos” Suede stilettos [black stilettos] KEYWORDS KEYWORDS KEYWORDS [stilettos manola blahnik] “studded stilettos” Stilettos metallic KEYWORDS
  30. 30. Account Structure - PPC For keyword coverage… …cover all your bases.
  31. 31. Poll Questions! Main Topics: Do you focus on mostly short or long-tail KWs for your eCommerce account keyword scope? A. B. C. D. Mostly short-tail (more search volume) Mostly long-tail (higher ROI) Both, but mostly weighted toward one or the other Both, nearly 50/50 split Have questions throughout the webinar? Use #ppcseo on Twitter!
  32. 32. Spotting Vulnerabilities-- SEO Reporting SEO • Focus
  33. 33. Spotting Vulnerabilities-- SEO Reporting SEO • eCommerce
  34. 34. Spotting Vulnerabilities-- SEO Reporting SEO • Avoid distraction!
  35. 35. Spotting Vulnerabilities-- SEO Reporting SEO • Coopetition
  36. 36. Spotting Vulnerabilities -- PPC Reporting SEO Frequency of reports – potentially higher with the additional wave of end-game data.
  37. 37. Spotting Vulnerabilities -- PPC Reporting SEO Metrics to report on: • • • • • ROAS (duh) CTR Quality Score Avg. Position/CPC Avg. PPC Sale Value
  38. 38. Spotting Term Results -- SEO Long Vulnerabilities SEO • New indexing techniques • Keep the customer engaged and returning • Always be composing (ABC)
  39. 39. Spotting Term Results -- PPC Long Vulnerabilities SEO
  40. 40. Round Up!  PPC & SEO campaigns certainly have special nuances to consider & strategize around when it comes to eCommerce accounts.  Implement those best practices that still apply, and allow for a higher degree of control/responsibility/optimization in order to succeed. Have questions throughout the webinar? Use #ppcseo on Twitter!
  41. 41. Poll Questions! Main Topics: Which exclusive webinar offer(s) are you interested in? A. Free Google Webmaster Tools audit from Intrapromote B. Free account consultation (Solutions Blueprint) with Hanapin Marketing C. Neither D. Both
  42. 42. Your Questions! Thank you for attending Intrapromote and Hanapin Marketing’s webinar on SEO & PPC Strategies for eCommerce. #ppcseo • Sign up for a Google Webmaster Tools audit from Intrapromote: http://www.thewebsiteaudit.com/contact/webinar-offer/ Password: webinar126 • Get a free account consultation (Solutions Blueprint) from Hanapin Marketing: http://www.hanapinmarketing.com/solutions-blueprint-sign-up • Or contact us directly: • • Erik Dafforn: erik@intrapromote.com Kayla Kurtz: kayla.kurtz@hanapinmarketing.com
  43. 43. THANK YOU!

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