The slides used by Matthew Sauer from iProspect at the E-commerce Meetup organized jointly with Neto, Hubspot and SEMrush: https://www.semrush.com/webinars/e-commerce-meetup/?language=en

1. Get Your Paid Ads Performing for
E-Commerce
Search Factory | iProspect – Matthew Sauer Head of Paid Media

2. A Quick Intro!
Matthew Sauer
Head of Paid Media
Search Factory | iProspect
• Works out of Brisbane Australia for Search Factory | iProspect managing an
inhouse team of PPC experts!
• Managed & works across some of AU’s largest retailers and pure online players
(SurfStitch, Billabong, Super Amart, Barbeques Galore, Cover-More Insurance,
Flight Centre & more)
• +5yrs experience in paid advertising
• Skills and Qualifications
 Google DoubleClick Certified
 Google AdWords Certified
 Google Display Certified
 Google Analytics Certified
 Google Mobile Certified
 Google Shopping Certified
 Bing Ads Certified

3. 1. Gain an
understanding
of paid search
2. Understand
how to
advertise your
products
correctly
3. Understand
how you can
utilise paid
search to drive
ROI
What We Want You To Get Out of Today

4. What We’ll Cover!
• Campaign Structure & Targeting Considerations
• Google Shopping Considerations
• Optimising for ROI
• Benefits of Combining Search & Retargeting

5. 3 Key Paid Channels
 Search Marketing
o Show ads across Search Engines such as Google or Bing
o Great for reaching in-market customers, not so great for generating demand
o Offers incredible flexibility and control when running campaigns
 Display Marketing
o Helps to increase exposure, prominence and prevalence of your brand
o Visuals provide strong cut-through
o Great for creating additional search demand
 Remarketing
o Assists in customer retention and awareness
o Generate new customers, repeat customers and/or create cross-sell or upsell opportunities

6. 3 Key Paid Channels
Google Paid Ads
Google Shopping Ads

7. 3 Key Paid Channels

8. 3 Key Paid Channels
1
0.99
0.94
0.91
0.92
0.93
0.94
1
1.05
0.96
0.94
0.84
0.82
0.88
1
1.1
0.84
0.71
0.74
0.76
0.76
1
1
0.7
0.65
0.71
0.74
0.78
DEC-15 JAN-16 FEB-16 MAR-16 APR-16 MAY-16 JUN-16
ORGANIC CTR CHANGES BY POSITION
INDEXED
Position 1 Pos 2 Pos 3 Pos 4

9. First Things First…
Show your website some love!
• Think mobile first
• A/B test
• Optimise your checkout process
• Install live chat
• Invest in an e-com platform that supports your objectives
• Ensure conversion tracking is set up (Please!)

10. First Things First…
Be realistic around expectations!
• You cannot make effective recommendations without data
• Give you campaigns time to accrue data to ensure it is
representative of your market (For smaller budgets, around 4-
6wks. For larger budgets, around 1-2 weeks)

11. Driving Campaign Efficiencies

12. 1. Structure
The fundamental level of any paid ad campaign. Your aim here is to facilitate flexibility and control over your campaigns
to address your products & KPIs.
2. Spend
Determines what percentage of your target market you will be eligible to reach. Your aim here is to achieve maximum
exposure while being cost-efficient.
3. Traffic
You need traffic to generate conversion opportunities. Your aim here is not to drive quantity, but rather quality of traffic.
4. ROI
Dependent upon the rate at which you are converting your traffic and how much you are paying for each conversion.
Your aim here is to be strategic with bids.
Driving Campaign Efficiencies

13. 1. ACCOUNT STRUCTURE

14. Account Structure
Account Level
AdGroup /
Keywords
Product / Brand Category B Product / Brand Category CProduct / Brand Category A
AdGroup /
Keywords
AdGroup /
Keywords
AdGroup /
Keywords
GranularityisKey

15. Account Structure
www.semrush.com
www.google.com/trends
Predict seasonality & break out
your campaigns to support this

16. Account Structure
Recommendations:
• Don’t group all your terms under a single campaign
• Segment your campaigns to align with products, seasonality, locations,
performance, KPIs & more
Potential Impact:
• More granularity and control with your budgets and targeting
• The ability to support specific KPIs

17. For Google Shopping, a broad to narrow structure supported through
the 6 key shopping attributes will drive the best result
Granularity is Key
Account Structure – Shopping

18. Account Structure – Shopping

19. Account Structure – Shopping

20. 2. SPEND

21. Being Smart with Budget
Budget Tip 101 - Keep it simple
• Allocate your budget based on where performance or overall contribution
to your website is strong (low CPA, high return), but where you’re currently
missing opportunity due to budget limitations
• Avoid high investment across low performing areas or campaigns that are
not adding additional value for your website

22. Being Smart with Budget
Look at overall campaign
contribution to your website.
Attribution can be key in ensuring
you are investing in the right
campaigns!

23. Being Smart with Budget
1. Navigate to Assisted Conversions
report in Google Analytics
2. Create new Conversion Segment
3. Exclude last interaction of the
channel in question to avoid
duplication of figures

24. Being Smart with Budget
Search Impression
Share
CPA CTR Convers
ions
90-100% $26 3% 3%
80-90% $31 2% 3%
70-80% $40 2% 2%
60-70% $37 1% 2%
50-60% $38 1% 2%
40-50% $51 1% 2%
30-40% $54 1% 2%
20-30% $61 1% 1%
10-20% $76 1% 1%
0-10% $121 1% 0%
Impression share is the number
of impressions you've received divided by
the estimated number of impressions you
were eligible to receive
Look at what impression share achieves
the highest performance for your
campaigns and calculate the budget
needed to hit this target
Formula:
“Current Ad Spend / Impression Share =
Total Available Cost”

25. Identify times or days of the week where your website
is likely to see higher traffic and online transactions.
Tailor your budget distribution around these!
Being Smart with Budget

26. Don’t forget device usage & day
parting. Consider a script that can
modify device bids by day of week and
hour of day to ensure you are visible
when it matters!
Being Smart with Budget
0
20,000
40,000
60,000
80,000
0 2 4 6 8 10 12 14 16 18 20 22
#ofAdImpressions
Hour of Day
Demand by Device
Computers
Mobile devices with
full browsers
Tablets with full
browsers

27. 3. TRAFFIC

28. Drive Qualified, In-Market Traffic
Don’t always chase high volume terms. Consider where
your users are likely to be in the funnel.
Research terms = High volume, generic searches around your
product categories (e.g. Shorts)
Product terms = Specific items you sell. The revenue that these
terms may generate for your brand is likely to offset the low
traffic volumes that these types of keywords often attract (e.g.
Quick Dry Board Shorts)
Brand terms = By the end of the buying cycle, users may be
more inclined to return to your website through a branded search
Branded Terms
Product Terms
Research Terms

29. Drive Qualified, In-Market Traffic
Tools Industry Knowledge Competition
Other Media Channels The Client / Website Historical Data

30. Current Targeting Overlap
New Targeting Opportunities Example Advertiser
Example Competitor
Identify what relevant terms your competitors are
actively bidding for where you can compete for
new customers or identify untouched niche
markets that you can drive untapped traffic to your
website at a low cost.
Use the SEMrush Domain Vs. Domain tool
Drive Qualified, In-Market Traffic

31. Drive Qualified, In-Market Traffic
MODIFIED BROAD MATCH
Example: home +insurance
MODIFIED BROAD MATCH
Example: +home +insurance
PHRASE MATCH
Example: “home insurance “
EXACT MATCH
Example: [home insurance ]
Ads would show for: car insurance, what is the cheapest insurance
Ads would show for: car insurance in leads
Ads would show for: the best home
insurance in 2014
HARVEST NEW KEYWORDS USING BROAD MATCH CAMPAIGNS / KEYWORDS
& ADD THEM AS EXACT MATCH KEYWORDS

32. Drive Qualified, In-Market Traffic
Unique Offers & Promotions Get People To Click
Include Your Keywords Mobile Variation Audience
ALWAYS
TEST!

33. USPs
Highlight unique selling propositions (USPs) featured on your website. Be unique
and capitalise on USPs that the competition are not promoting or that you do
better
Price Points
Only use this strategy if you can beat your competition on price
Call to Actions
Effective call to actions that will motivate the user to click through to your website
Drive Qualified, In-Market Traffic

34. Drive Qualified, In-Market Traffic
Test
Promotions
& Offers

35. Create a better user experience with extensions
Drive Qualified, In-Market Traffic
Consumer Ratings
Dynamic Structured Snippets
(desktop & tablet only) Seller Ratings

36. Drive Qualified, In-Market Traffic
Review extensions Site link extensions Callout extensions
Create a better user experience with extensions

37. 4. ROI

38. Optimising to Achieve ROI
Your website plays a key role in conversion rate, don’t
ignore the data that paid advertising provides to optimise
your campaigns!

39. Optimising to Achieve ROI
Max CPC = Conversion Rate of Keyword X CPA Goal
CPA target of $50 per sale of shorts-related products
‘Buy Shorts Online’ converts at a rate of 2.53%
‘Shorts Sale’ converts at a rate of 0.67%
Based on this data, you can bid up to $1.26 for the keyword ‘Buy Shorts Online’; however, for
the latter you should be bidding no more than a Max CPC bid of $0.33

40. Max CPC = (1/ROI% Goal) X (Avg. Order Value of Keyword X Transaction Rate
of Keyword)
ROI target of 180% for shorts-related products.
‘Buy Shorts Online’ converts at a rate of 2.53% and records an average sale value
per transaction of $25.00
“Shorts Sale’ converts at a rate of 0.67% and records an average sale value per
transaction of $97.00
You can only bid up to $0.35 for the keyword ‘Buy Shorts Online’.
You can bid up to $0.48 for the keyword ‘Shorts Sale’
Optimising to Achieve ROI

41. • Create scripts to lift the heavy load and automate portions of day to day management
• This creates time for the team to spend on creative thinking and innovation
Scripts Bid Strategies 24 Hour Management
Using Scripts & Automation To Drive Performance
Optimising to Achieve ROI

42. Optimising to Achieve ROI
Bid Changes Budget Changes TV Alignment
• Checks across the account &
alters bids or status of
keywords based on
performance
• Helps to ensure you are
upweighting bids across
high performers
• Checks across the account
and alters daily budgets
based on your monthly
allocations
• Checks across the account
and alters bid to support
budget increase or decrease
• Helps to ensure you are
maximizing your marketing
budgets
• Upweights bids based on a
TV schedule
• Helps to improve visibility
across terms you may not
have budget to ‘always be
on’ for when users are likely
to be searching

43. Combine Search + Remarketing
We typically see -35% CPA decrease
from remarketing user lists Vs.
entire campaign
We typically see +10% conversion
increase from remarketing lists Vs
advertisers that do not use
remarketing lists

44. Serve ads with unique
messaging to existing or high
intent users
Drive return traffic to your
website at a profitable CPC
through bid adjustment matched
against your audience segments
Reduce repeat clicks and costs by
excluding irrelevant site traffic
Combine Search + Remarketing

45. Summary
• If you’re not already using paid search as part of your e-com strategy, get on it now!
• You don’t need to spend the world to see results – be strategic and as granular as possible in
your campaign set up, your spend tactics, customer targeting and optimisation
• If you are not using Google Shopping, jump on this strategy ASAP!
• Don’t look at paid search as a standalone channel in your marketing mix - look at the bigger
picture to make budget decisions
• Results are not always instant - give your campaigns enough time to collect data and gradually
makes changes
• Invest in your website! You can have the best paid campaign set up and targeting, but a poor
website experience can unravel it all

46. 1. Gain an
understanding
of paid search
2. Understand
how to
advertise your
products
correctly
3. Understand
how you can
utilise paid
search to drive
ROI
What We Hoped You To Get Out Of Today
Paid search is a
flexible, cost
effective way to
reach in-market
users looking to
buy.
Focus on
structure, spend,
traffic and ROI
tactics to drive the
best results.
Use data to
optimise your
campaigns with
the support of
tech.

47. Questions? Feel free to email me at Matthew.Sauer@iprospect.com
Thank You