The document outlines strategies for effective PPC advertising in e-commerce, focusing on remarketing tactics, ad extensions, feed optimization, attribution models, and product and category page optimization. Key suggestions include utilizing customer data for remarketing, optimizing product feeds, and exploring various attribution models to understand PPC's impact on sales. The webinar also encourages ongoing engagement and offers support for PPC management through retainer services.

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&HOSTED BY:
Advanced PPC & CRO Strategies
for Effective Advertising in
Ecommerce

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Presenters
• Taruna Manchanda
– Marketer at Visual Website Optimizer
– Blogger on VWO Blog
– @Taruna2309
• Jacob Fairclough
– Senior Account Analyst at Hanapin
Marketing
– Blogger on PPC Hero
– @RealSecretJake

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Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send
us questions.

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Live Poll Question #1
How long have you been in PPC?
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A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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Live Poll Question #2
How do you manage your account(s)?
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a) I’m part of an in-house PPC team.
b) I do all the marketing myself.
c) I work for an agency.
d) I’m a consultant.

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1.Remarketing Tactics
You Don’t Always Win On The First Click
Utilize remarketing to retarget users
◉Search and Display
◉Custom Audiences
◉Third Party Services

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1. Remarketing Tactics
Search & Display
Take Advantage Return Users
Layer remarketing lists into your search and display campaigns. Increase
competitiveness by bidding on select audiences.
◉Target keywords with high assist conv
◉Remarket to users for reordering
◉Test looser keyword and topic targeting with select audience.

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1. Remarketing Tactics
Custom Audiences
Utilize Customer Data to Increase Sales
Use data such as email or phone number to build lists in FaceBook and similar
platforms
◉Build specific ads for subscribers
◉Synchronize your ad efforts between email and social
◉Use lookalike audiences to find new customers

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1. Remarketing Tactics
Third Party Providers
Take Advantage of New Technology
Utilize big data to find new customers and automatically generate new ads.

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2. Ad Extensions
There is more than just 2 description lines
Ad Extensions give you valuable real estate
Extensions highlight your business at no extra cost.
◉Site Links
◉Call Out Extensions
◉Review Extensions

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3. Feed Optimization
Your Shopping Campaigns are Only Good as
Your Feed
Your feed works as your keyword targeting and ads.
◉Optimize Your Titles
◉Utilize Categories and Labels
◉Use Proper Images

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3. Feed Optimization
Optimize Your Titles
Front-Load Your Most Valuable Terms
◉Optimize Your Titles
◉Image Selection

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3. Feed Optimization
Enhance Your Titles
Front-Load Your Most Valuable Terms
◉Utilize SQRs to find heavily searched terms
 Color
 Style
 Material
◉Make sure you highlight the differentiators
 Men’s or Women’s
 Season
 Brand

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3. Feed Optimization
Take Advantage of the Categories
Utilize Categories to organize your products and labels
◉These are essential in creating easily segmentable campaigns.
 Easily Target Subsets of Products
 Exclude Products
◉Extensive use of labels makes it easy to build robust generic
campaigns.
◉Better reporting through the interface.

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4. Attribution Models
Last Click is Misleading
PPC heavily influences sales even when it is not the last click
Don’t cut off potential sales without looking at different attribution models
◉Total Assist Value
◉Attribution Models
◉Conversion Path Analysis

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4. Attribution Models
Assist Value - Conversions that included the channel but did not
register as the last click.

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4. Attribution Models
Other Attribution Models
Assists are great but position is important too
◉First Click - All credit goes to the first click
◉Time Decay - Value is spread based on time from purchase
◉Positional Weighting - Higher weights based on position in path

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4. Attribution Models

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4. Attribution Models
Conversion Paths
It isn’t just a question about the total value. There are also,
◉Generic clicks that lead to brand searches
◉Top of funnel keywords leading to further refined searches
◉Purchase paths over multiple mediums and platforms

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4. Attribution Models

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Live Poll Question #3
Do you regularly run a/b tests on your ecommerce
landing pages to get more conversions?
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a) Yes
b) No
c) I am not sure

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5. Product Page Optimization
Reviews and Testimonials
Why they are important and how to use them?

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5. Product Page Optimization
Upselling and Cross-selling
How to (and how not to) do it.

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5. Product Page Optimization
Call To Action Buttons

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5. Product Page Optimization
Show Stock Level

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5. Product Page Optimization
Add to Wishlist / Save for Later

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6. Category Page Optimization

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PPC Retainers
Need some assistance for your PPC?
We offer on-going and one-time retainers.
Learn More:
http://www.hanapinmarketing.com/ppc-retainers/

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Live Q&A Time!

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Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
Visual Website Optimizer Feedback: info@wingify.com