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John Smyth From micksGarage.com: Marketing Masterclass - Clicks to Conversions
This document provides an overview of eCommerce marketing strategies focused on driving traffic and conversions. It discusses identifying target customers, using metrics to understand traffic, and testing different traffic drivers like Google AdWords, SEO, and social media. It emphasizes the importance of holistic marketing that focuses on the full user journey from click to purchase. Key recommendations include thorough customer research, testing ads and landing pages, measuring key metrics like CPA and ROI, and constantly learning through analytics to improve strategies over time. The goal is to develop marketing that persuades users of a brand's value and expertise.
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John Smyth From micksGarage.com: Marketing Masterclass - Clicks to Conversions
- 2. Inside eCommerce Marketing: From Clickto Conversion @micksgarage @j_smyth John Smyth
- 3. What works forMicksGarage What we define as success
- 4. From Click ToConversion • Who’s Your Customer? • Gaining the Click – Traffic Drivers • Marketing driven by Metrics • Going Beyond the Click
- 5. Who is YourCustomer? • Users v Customers • Starting Point • Who • Where • How • Why • Understand Your Traffic Thoroughly • Metrics Drive Understanding
- 6. Research • Goal –Clear Definition • Media Consumption • Brand Exposure • Correct Channels • Direct Response v Brand Building • Competition – How can you better it? – Competition Benchmark
- 7. Traffic Drivers • GoogleAdWords Search • Search Engine Optimisation • Affiliate • Partnerships • Email • Social
- 8. Why AdWords? • PerformanceDriven Marketing • Complete Purchase Funnel • Have Clear Goal in Mind • Know Your Product / Service • Research Your Audience – How do they search? • Competitive Analysis • Create Ads that Stand Out!
- 9. ‘car parts’ ‘VW carparts’ ‘VW golf wiper blades’ “VW golf mark 5 wiper blades”
- 10. Why AdWords? • PerformanceDriven Marketing • Complete Purchase Funnel • Know Your Product / Service • Research Your Audience – How do they search? • Competitive Analysis • Create Ads that Stand Out!
- 11. • Top LevelKPIs – Clicks, Impressions, CTR, Conversions, CPA – Conversion Rate • In Depth KPIs – Search Impression Share % – Quality Score – Know it inside out – Device Split – How does mobile operate – Top v Others – Google Search v Search Partners – A.B.T… Always Be Testing! • Ads • Keywords • Bids • Landing Pages AdWords – KPI Driven Management
- 12. AdWords – TheMust Do’s 1. In-Depth Research 2. Simple, Understandable Structure 3. Ad Relevancy – Make Users Want to Click 4. Ad, Keyword & Landing Page Connection 5. KPI Model – Don’t shoot blind 6. Link with Analytics – Beyond the Click 7. Never Stop Testing – Ever! 8. Know Your Bottom Line – ROI Rules
- 13. AdWords – Super-charged •Shopping Campaigns / PLA’s • Dynamic Search Ads • Ad Extensions • Display – Remarketing / Similar Audiences • April 22nd – Google Announcement – New Tools & Features – Targeting Android Powered Car?!
- 14. SEO • Start withLow Hanging Fruit – Your Site • Structure – Easy to Navigate • 4 Key Things – URL, Page Title, H1 Tag, Page Blurb • Make it easy for Google & Your Users • Create Page Content for the User • Webmaster Tools – Understand it – Geo Targeting, big wins! • Focus on Content, not Links – Aim to keep users – Engage them • Forget About Google PageRank • Know Who Links to You • Remember, it takes times
- 15. Be Aware! • Traffic- very important, but only the start • Can’t stop there • ‘Beyond The Click’ – Website – Basket • Holistic Marketing Approach – Traffic In….Traffic Out • Funnel Management
- 16. • Not customers,they’re easy! • Value Proposition – Ask those who have bought • Persuasion – Scarcity – Social Proof – Reciprocity • Persuade them you’re the best option Users – Why do they buy?
- 17. How do wepersuade? • Choice, Brands & Value • ‘Car Part Experts’ • 360° Imagery • Video • Blog – How To Guides • Product / Company Reviews • Free Delivery / 365 Day Returns
- 18. Measure Smartly • Analytics •Don’t waste time • Goals & KPIs • Reports you need • Less time tracking – more time deciding • Data Overload
- 19. What to Measure? •Usual – Visits, Bounce Rate, Time on Site • Go Deeper – Hours of the Day – Exit Rate – Where do they leave from? – Basket Funnel – Mobile v Desktop – Site Search – is there overuse? If so, you’re pages are poor
- 20. KPIs – Weekly& Monthly • Complete Channel Measurement • Visits • Orders • Revenue • Conversion Rate • Average Order Value • Cost • CPA • Know where to focus your attention • Have targets, work towards them • Targets v Run Rate
- 21. Learn…Evolve…Grow • Not Perfect •Constant Learning • Live By Your Metrics • Focus On Your Users – Learn From Your Customers • New Challenges - New Channels
- 22. Going Back tothe Office • Goals – Are they defined? Write them down • Have You Targets? Write them down • Do You Know Your Customers? • Before…During…After • What are your Metrics? – How do you track them? – Are you spending enough time on them?
- 23. Further Resources • Websites –Google blogs – (AdWords & Analytics) – Marketing Land / Search Engine Land / Search Engine Watch – GetElastic.com – PracticaleCommerce.com – Occam’s Razor – Avinash Kaushik • Twitter Accounts – Rand Fishkin @randfish – Danny Sullivan @dannysullivan – Sean Si - SEO Hacker @seo_hacker – Matt Cutts - @mattcutts
- 24.
Editor's Notes
- #5 Agenda for today
- #17 Tripadvisor Amazon Booking Ryanair Hairbo & Free Friday
- #22 Everyday’s a school day! Content creation will be linked to the bottom line figures, and companies will strive to be able put a hard number on what it generates in terms of conversion for them. Need to understand what customer do overtime on their way to purchase, repurchase and brand advocacy. Content can’t just be good, it has to be great to stand out from a very noisy crowd.