The document discusses the importance of data-driven decisions in e-commerce marketing, emphasizing the growth of online marketing and the dominance of Google in paid search strategies. It compares paid search and SEO, highlights the relevance of targeted advertising, and outlines various career opportunities and salary ranges in the field. Additionally, it provides insights on optimizing ad performance and includes resources for further learning.

1. How to Make Data Driven
Decisions for eCommerce Marketing

2. Agenda
● State of Search Marketing Industry
● What Are Paid Search Jobs Like?
● What Is the Difference Between PPC & SEO?
● Why is Google AdWords So Cool?
● Google Display Ads vs Google Search Ads
● What Is A Paid Search Strategy?
● What Is Optimization?
● New Cool Fun Stuff In The SEM Space

8. So...
• eCommerce is growing
• Investment in online marketing is growing
• Paid search is the most invested online
strategy
• Google is the dominant leader in paid search
Learning AdWords is a pretty solid career
move

9. Getting A Job As A Search Marketer
Titles: Paid Search Analyst, PPC Coordinator, Search Engine Marketing
Manager, Director Online Acquisition Marketing
Agency vs In-House
Salary
Entry level: $30k - $40k
5 - 7 yrs experience: $100K - $130K

10. Paid Search Isn’t SEO
Organic/Natural
70% of Clicks
Paid Search/PPC
30% of Clicks
Product Listing Ads

12. Why not just do SEO and always get
free traffic?
“Oh, man, that was so much easier than putting.
I should just try to get the ball in one shot every time.”
“Good plan.”

13. Adwords the
most effective
advertising
medium ever?

14. A Word About Relevancy
“Everyone hates advertising in
general, but we love advertising in
particular.”
-Cindy Gallop

15. Relevancy
Getting your message to just the right person
at just the right time is worth a lot of money
The big promise of internet marketing is
precise targeting

16. Why does Paid Search work so well?
Targeted
Measurable
Active

17. Targeted
location, devices, searches, languages, time
of day

18. Measurable

19. Active
Advertise to those who have proven their
intent to purchase

20. Determine User Search Intent & Types of Searches
Active

21. Use AdWords to prototype and test a book title
● Goal: use CTR to measure best book title
● 6 prospective titles 'Broadband and White
Sand', 'Millionaire Chameleon' and 'The 4-Hour
Workweek'
● Bid on keywords related to the book's content
including '401k' and 'language learning'
● for less than $200 he knew that "The 4-Hour
Workweek" had the best click-through rate by
far

22. AdWords vs Google Display Network (GDN)

23. Display Ads
Brand Awareness, Increase Visibility

24. Display Ad Remarketing

25. Setting The Paid Search Strategy
Business: Boulder Subaru
What management knows:
Average Sale Price of new Subarus = $10,000
Lead Conversion Rate = 30%
Budget = $2,000

29. How does Google determine which ad is
shown & where?

35. Optimize
Increase CTR
Decrease CPC
Increase Conv. Rate
Increase Clicks

36. “boulder subaru dealer”

37. “mulching lawn mowers”

38. “acoustic electric guitars”

39. More Clicks - Expand Keywords

42. Bid Optimization Tools
• Marin
• Kenshoo
• Acquisio

43. The Long Tail

44. Margin VS Volume

45. High CTR, Low Conv. Rate = Bad
Landing Page?

46. Lots Of Impressions, No Clicks =
New AdText?

47. High QS, Low Avg. Pos, Low CPA =
Bid Higher?

48. More Cool Stuff
Attribution Analysis

49. Remarketing Lists For Search

50. Dynamic Search Ads

51. AdWords Bidding Strategies
Target CPA or ROAS

52. Read This Stuff (via RSS feedly.com)
Blogs
http://www.kaushik.net/avinash/
http://sethgodin.typepad.com/
http://adwords.blogspot.com/
http://www.rimmkaufman.com/blog/
http://www.ppchero.com/
http://searchengineland.com/
http://adcontrarian.blogspot.com/
https://news.ycombinator.com/
Books
Purple Cow, Seth Godin
Long Tail, Chris Anderson
Web Analytics 2.0, Avinash Kaushik
Cognitive Surplus, Clay Shirky
So Good They Can’t Ignore You, Cal Newport

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$10 Off Orders of $75 or More
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