Internet Retailer Search Marketing Session
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MyWebGrocer is a leading provider of online marketing solutions for grocery retailers, connecting shoppers with brands for over 10 years. They work with 95+ grocery chains across 5,200 stores generating $90 billion in annual sales. MyWebGrocer helps retailers acquire and retain customers through their large online advertising network and local store-level targeting. They use analytics to optimize campaigns, test different strategies, and determine the most effective and profitable keywords, landing pages, and creative elements to drive new customers and increased sales.
![The MyWebGrocer Story Connecting Shoppers with their Favorite Brands: Helping Retailers Bring Shoppers Online : ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Internet Retailer Search Marketing Session
- 1. IRCE Search MarketingAlec NewcombMyWebGrocer
- 3. Leading provider of Internet solutions to CPG and Grocery industries
- 4. 95+ grocery chains across 5,200 stores
- 5. $90 Billion in grocery sales
- 7. Be where they are looking for you
- 8. It is all Local in Grocery Customer Acquisition by: Store Acquire by STORE 20,000 UPC’s Mil Pages Google/Search 5,200 Stores Widgets 3 Widgets 13,500 5,200 Stores Email # Customers Millions 5,200 Stores Social Sites 5,200 Stores 3 Sites 13,500
- 9. $2 Million per minute
- 10. Metrics & Strategy Using Analytics to determine the value of a keyword KPIs: % New visits New Acquisitions Time on Site Bounce Rate Goal Conversions ROI Brand & Assist Keywords – brand terms are relatively cheap with high conversion rates vs general terms that are more expensive with lower conversions but assist in the user’s initial research of the product/service.
- 11. Looking at a MWG Failure Goal: Lower cost per conversion & Increase acquisitions
- 12. The cost of the generic ad group seemed too high for the amount of conversions it was driving Brand Generic
- 13. Keyword bids were dropped $.5 - $.10
- 14. One week later Bids Dropped Cause Identified & Reversed
- 16. Ecosystem: Landing Pages & Testing Search engines reward relevancy. User’s reward good design Only way to determine what works is to test. Relentlessly.
- 17. It is all Local in Grocery Customer Acquisition by: Store Acquire by STORE 20,000 UPC’s Mil Pages Google/Search 5,200 Stores Widgets 3 Widgets 13,500 5,200 Stores Email # Customers Millions 5,200 Stores Social Sites 5,200 Stores 3 Sites 13,500
- 18. Knotts Boysenberry Syrup by Store
- 19. Summary: Know your objective Go where your users are Its all local Manage the Ecosystem Test Everything Embrace Failure
Editor's Notes
- Show of hands how many people are using AdWords or PPC?
- The goal was to lower cost per conversions while increasing customer acquisitions
- Looking at the keyword breakdown in Google Analytics there were several terms with a high CPC that were not sending quality traffic. For the terms that did not appear to be converting the bids were lowered $.5 - $.10
- Once the bids were dropped the campaign nose dived.