The document outlines a webinar focused on customer acquisition and retention strategies in e-commerce, highlighting CPC Strategy's offerings and insights. Key session topics include email welcome series, customer intent targeting, and various ISO strategies for optimizing search engine marketing. It details the effectiveness of specific strategies in increasing ROI, improving conversion rates, and managing advertising costs.

1. TheElite EcommerceMarketer’sWebinarto:
Profitable Customer Acquisition
& Retention Strategies

2. Event Logistics
Join the Conversation: Submit questions and thoughts
Session Recording Will Be Sent out 12/9/16
Event Moderator
Nick Cotter
Marketing Operations Coordinator

3. OVERVIEW
• Founded in 2007
• Recognized as an Official Google Shopping Partner
• 350+ Active Retail Clients
• Top 50 fastest growing company in San Diego 4 years
CLIENTS
SOLUTIONS
• Retail-focused Paid Search (PPC)
• Google Shopping Management
• Shopping Channel Management
• Amazon Sales Acceleration
• Facebook Advertising Management
About CPC Strategy

4. Today’s Speakers
Jamie Tharp
Partnership Manager
Jason Bell
Sr. Retail Search Manager

5. 3 Part Event Agenda
• Part 1: CPC Strategy
- Our Elite Customer Acquisition Strategy
• Part 2: Bronto
- The 4 Easy Steps to an Email Welcome Series Build-Out
• Part 3: CPC Strategy & Bronto
- Live Q&A

6. Isolating Holiday Shopper’s Search Results
Through ISO©

7. What is ISO and why is it so important?
ISO Strategy – [Exact] or “Phrase” Match Targeting
What is it?
 Ability to target an exact keyword or phrase within Google Shopping w/o the need of a daily
negative keyword addition (ie: SQO Strategy)
 Shifting focus away from only product-level performance to search query performance
How is it accomplished?
 Through the use of both the campaign priority settings and negative keyword sculpting
Customer Intent Example
 Ability to bid based upon perceived customer intent
 Ensuring higher placement on terms which show higher customer intent to purchase
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/

8. The Green ISO Strategy

9. The Green ISO Strategy
Use Case Scenarios
 Goal To Drive Impression Share
 Exact/Phrase Match Target High Value KWs
 Quickly Monitor & React To Aggressive
Competition
 Control Product Mix
 Ensure Prime Positioning During Q4 or Other
Holiday/Sale Periods
 Stimulate Growth Through Aggressive Bidding
On Top Performing Terms
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/

10. The Green ISO Strategy
Results From Green ISO Strategy Test
Background Info
 Goal - Increase & Monitor Impression Share on Top Performing Queries
 Push For More Offline Engagement (Phone Calls) on These Terms
 Control Product Mix On Top Terms
 Tested In Waves To Monitor Overall Impact on Business & Lessen Risk
 Unable to See Impression Share on Terms Prior - Tough To Monitor Performance Increase
Learnings
 Increased Ability to Dominate a SERP
 Easily Monitor Competitor Performance & React Accordingly
 Recommended When Looking to Dominate SERP on High Relevant Terms
 Can Lead to Lower CTR if New Products are Introduced - Thus Leading to Higher CPCs
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/

11. The Red ISO Strategy

12. The Red ISO Strategy
Improve ROI on Poor Performing Queries
 Main goal is to lower avg. cpc on these terms
 Unless completely irrelevant, recommend implementing red ISO instead of adding term as
negative (unless sculpting)
Can You Implement Both Green & Red Together?
 Yes! See example setup below
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/

13. The Red ISO Strategy
Value Behind Red ISO
 Test this out on some of your poorest performing search terms. Include some of the terms that you have
previously added as negatives (unless they are totally irrelevant)
 Idea is to re-introduce these search queries into a separate campaign with lower bids than the queries had
previously. I recommend keeping bid levels around half of what your current average Max CPC bids are (not avg.
cpc)
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/

14. The Red ISO Strategy
30 Days Before & After Results
 I am only concerned with my main metrics of testing during this test due to the introduction of previous negative
keywords which could skew click and overall order totals
 One main difference is that I also allowed ALL products to be available for this campaigns where as in other
campaigns I may have bid down or suppressed specific products.
- Here, I am focused on the query level and not necessarily the product level.
 These numbers can still be a bit misleading but performance improvement is clearly visible and we will be
continuing to add search queries which are not profitable but still relevant to this campaign to further testing.
 Cost Down 66%  Avg. CPC Down 73%  ROAS Up 370%
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/

15. The DABS ISO Strategy

16. The DABs ISO Strategy
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
Brand vs Non-Brand + Desktop vs Mobile
 Clean Segmentation of Branded
Searches from Non-Branded
 Own more of the SERP on branded
searches
 Allow for better attribution
 Use Path Reports

17. The DABs ISO Strategy
* Large Apparel / Brand Manufacturer
 4% ROAS improvement across all Shopping campaigns
 65% Conversion Rate improvement
 38% lift in branded impression share
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/

18. The DABs ISO Strategy
* Large Athletic Apparel Vertical / Brand Reseller
 113% ROAS improvement across all Shopping campaigns
 26% Conversion Rate improvement
 46% Decrease in Spend for Non-Branded searches
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/