Wolfgang Digital's slides from a recent Etail Excellence Ireland event. The presentation outlines 9 Essential Digital Marketing Tactics To Get You Beyond The Magic €1 Million Revenue Mark

2. Alan Coleman, CEO
Brendan Almack, Digital Marketer
@wolfgangdigital

4. What’s Your Most Important Traffic
Source?
• Social Media
• Search
• Email
• Direct
• Display

5. Traffic Sources

6. Irish Love Search

7. Irish Love To Shop Online
We’re 9th out of 39 for online shopping

8. www.ConsumerBarometer.com

10. Google Behemoth

13. SEO & Paid Traffic

14. 1.“SEO Shortcut”
Google Authorship

15. Evil Keywords
• A large product range
• 20% of search terms
never seen before
• Device used to
search

16. Keywords
2.”Keywordless Campaigns”
Dynamic Search Ads to the Rescue
• Show ads based on the content of
your website
• Google reference the organic
search index of your website
• Ad text headline and landing page
automatically generated

17. Dynamic Search Ads – Problem
Solved

18. 3. “Your Product Images on
Google”
Product Listing Ads

19. Product Listing Ads – that other
Super Hero
• Search ads that include richer
product information.
• Need a Google AdWords Account
• Google AdWords + Merchant
Centre

20. Product Listing Ads – In Action
Celtic Wedding
Rings PLA Image
• Conversion Rate Doubled
• 50% Increase In Sales

22. Remember Organic Results?

24. 4. “Get More From Your Traffic”
Landing Page Optimisation
z
z
3% to 4%
13 % to 16%

26. 5. Advanced Remarketing
• Build custom lists.
• Target cart abandoners
• Offer incentive
• Create urgency

27. 6. Really Advanced
Remarketing
Dynamic Remarketing
• Display ads featuring products a
visitor has previously viewed.
Remarketing Lists For Search Ads
(RLSA)
• Combines a visitor's website
behaviour with their subsequent
search queries on Google
• Previous site visitors more likely to
convert.

28. Problem: Your Biggest Obstacle to
Selling Online

29. 7. “Touch & Feel Online”
Solution: VIDEO

30. Let’s Talk About Conversion
• General rule is an e-commerce website will convert at 1-2%
• Online only retailer 2%
• Online & Offline retailer 1%

31. 8. “Drowning In Data?”
Understanding your KPIs
1. Visits
2. Bounce rate
3. Average time on site
4. Content
5. Cart Abandoners
6. Conversion (Goal completion)
7. Conversion rate
8. Revenue Per Click
1. Shop visit
2. Look’s at one product and leaves
3. How long spent in store
4. Where did they spent most time
5. Picked up an item but put it back
6. You made a sale
7. (Sales / visits)%
8. Revenue per square metre

32. Who should be making your Digital
Marketing Decisions
1. IT
2. Sales & Marketing
3. MD
4. Finance
5. Advertising agency
6. None of the above

33. Your Website Traffic
That’s who!!!

34. 9. Great Campaigns Aren’t
Planned
They Evolve
• “What’s measured improves” Drucker
• “Great digital marketing campaigns are the result
of actions based on insights” Coleman & Almack

35. CONNECT
* alan@wolfgangdigital.com
* brendan@wolfgangdigital.com
* @wolfgangdigital
* www.WolfgangDigital.com
* 01 663 8020