Scaling Large E-commerce Catalogues for PPC

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In a World with so many available paid advertising channels, this talk delves into some of the best (tried and tested) tactics for scaling large e-commerce catalogues in order to be more profitable (failing that, waste less budget!).

Marketing

Jack Cooper 
@shap_digital
Andertons Music Co.
Scaling large e-commerce
catalogues for PPC
http://www.slideshare.net/JackCooper16

What am I
talking about?
Tweet @shap_digital #brightonSEO2

Optimising the VALUE of your
product catalogue WITHOUT
increasing your budget!
Tweet @shap_digital #brightonSEO3

who am i
Tweet @shap_digital #brightonSEO4

…a semi-obsessed marketing junkie
who thinks he knows it all…
but doesn’t
Tweet @shap_digital #brightonSEO5

WHY SHOULD you
BE INTERESTED?
Tweet @shap_digital #brightonSEO6

REVENUE is great…
but PROFIT is better!
Tweet @shap_digital #brightonSEO7

Tweet @shap_digital #brightonSEO8
Keep THE BOSS sweet!
(more investment)
Tweet @shap_digital #brightonSEO8

Improve VALUE
from your agency
Tweet @shap_digital #brightonSEO9

WHO FINDS IT USEFUL?
Tweet @shap_digital #brightonSEO10

Users with LARGE product
catalogues (mostly)
Tweet @shap_digital #brightonSEO11

Users who EXHAUST
budget FREQUENTLY
Tweet @shap_digital #brightonSEO12

Those wanting MORE PROFIT
with the SAME SPEND
Tweet @shap_digital #brightonSEO13

IS THERE ACTUALLY
A PROBLEM?
Tweet @shap_digital #brightonSEO14

15,000 products
(and growing fast)
Tweet @shap_digital #brightonSEO15

Budget being spent
BEFORE the end of the day
Tweet @shap_digital #brightonSEO16

Working on revenue
GROWTH and not PROFIT
Tweet @shap_digital #brightonSEO17

THE OBJECTIVE
Tweet @shap_digital #brightonSEO18

More CONTROL over the
products we PRIORITISE
Tweet @shap_digital #brightonSEO19

THE SOLUTION?
Tweet @shap_digital #brightonSEO20

DO NOT increase
your budget (yet)
Tweet @shap_digital #brightonSEO21

DO NOT STAND STILL the PPC
is never won, nor a one time fix
Tweet @shap_digital #brightonSEO22

Don’t bite the hand that
feeds you - OPTIMISE your
product FEED
Tweet @shap_digital #brightonSEO23

DO design a campaign
structure that…
Tweet @shap_digital #brightonSEO24

… Suits your business
Think management time!
Tweet @shap_digital #brightonSEO25

… Utilises campaign priorities
Tweet @shap_digital #brightonSEO26

… Is bulletproof
Tweet @shap_digital #brightonSEO27

ACT ON THE INSIGHTS
Tweet @shap_digital #brightonSEO28

Use Google ad scripts
Tweet @shap_digital #brightonSEO29

Use DATA to audit
your inventory
Tweet @shap_digital #brightonSEO30

Target products where you
ARE competitive on PRICE
Tweet @shap_digital #brightonSEO31

Bid more for products
with POSITIVE reviews
Tweet @shap_digital #brightonSEO32

Prioritise HIGH MARGIN products
Tweet @shap_digital #brightonSEO33

Retarget based on
your STRATEGY and OBJECTIVES
Tweet @shap_digital #brightonSEO34

RETENTION of key audiences?
Tweet @shap_digital #brightonSEO35

ACQUISITION of new customers?
Tweet @shap_digital #brightonSEO36

OMNI-CHANNEL?
Try local inventory ads
to reduce wastage
Tweet @shap_digital #brightonSEO37

Advertise NEW PRODUCTS
more aggressively - They sell better
Tweet @shap_digital #brightonSEO38

Tweet @shap_digital #brightonSEO
STAY HUMAN!
Tweet @shap_digital #brightonSEO39

Try new BID STRATEGIES…
Tweet @shap_digital #brightonSEO40

TEST… TEST… TEST…
Tweet @shap_digital #brightonSEO41

Be aware of the
DISAPPOINTMENT PANDA
Tweet @shap_digital #brightonSEOPANDA

Use DATA from other platforms
Tweet @shap_digital #brightonSEO43

OUTCOME
Tweet @shap_digital #brightonSEO44

Increased REVENUE
Tweet @shap_digital #brightonSEO45

Decreased SPEND
Tweet @shap_digital #brightonSEO46

Higher average PROFIT MARGIN
Tweet @shap_digital #brightonSEO47

Higher AOV
Tweet @shap_digital #brightonSEO48

HAPPY STAKEHOLDERS
Tweet @shap_digital #brightonSEO49

Failing that…
Tweet @shap_digital #brightonSEO50

Try a SMART SHOPPING campaign
Tweet @shap_digital #brightonSEO51

SEND ME MORE!
I’ve not covered everything,
but picked some of my most fruitful…
Tweet @shap_digital #brightonSEO52

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In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business. website = https://digitaldiscovery.institute/ address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308

SEO Master Class - Steve Wiideman, Wiideman Consulting Group

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives. Key Takeaways: Understand how search engines work Be able to find out where your users search Know what is required for each discipline of SEO Feel confident creating an SEO Plan Confidently measure SEO performance

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Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The Secret to Engaging Modern Consumers: Journey Mapping and Personalization In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty. Key Takeaways: Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends

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Scaling Large E-commerce Catalogues for PPC

1. Jack Cooper  @shap_digital Andertons Music Co. Scaling large e-commerce catalogues for PPC http://www.slideshare.net/JackCooper16

2. What am I talking about? Tweet @shap_digital #brightonSEO2

3. Optimising the VALUE of your product catalogue WITHOUT increasing your budget! Tweet @shap_digital #brightonSEO3

4. who am i Tweet @shap_digital #brightonSEO4

5. …a semi-obsessed marketing junkie who thinks he knows it all… but doesn’t Tweet @shap_digital #brightonSEO5

6. WHY SHOULD you BE INTERESTED? Tweet @shap_digital #brightonSEO6

7. REVENUE is great… but PROFIT is better! Tweet @shap_digital #brightonSEO7

8. Tweet @shap_digital #brightonSEO8 Keep THE BOSS sweet! (more investment) Tweet @shap_digital #brightonSEO8

9. Improve VALUE from your agency Tweet @shap_digital #brightonSEO9

10. WHO FINDS IT USEFUL? Tweet @shap_digital #brightonSEO10

11. Users with LARGE product catalogues (mostly) Tweet @shap_digital #brightonSEO11

12. Users who EXHAUST budget FREQUENTLY Tweet @shap_digital #brightonSEO12

13. Those wanting MORE PROFIT with the SAME SPEND Tweet @shap_digital #brightonSEO13

14. IS THERE ACTUALLY A PROBLEM? Tweet @shap_digital #brightonSEO14

15. 15,000 products (and growing fast) Tweet @shap_digital #brightonSEO15

16. Budget being spent BEFORE the end of the day Tweet @shap_digital #brightonSEO16

17. Working on revenue GROWTH and not PROFIT Tweet @shap_digital #brightonSEO17

18. THE OBJECTIVE Tweet @shap_digital #brightonSEO18

19. More CONTROL over the products we PRIORITISE Tweet @shap_digital #brightonSEO19

20. THE SOLUTION? Tweet @shap_digital #brightonSEO20

21. DO NOT increase your budget (yet) Tweet @shap_digital #brightonSEO21

22. DO NOT STAND STILL the PPC is never won, nor a one time fix Tweet @shap_digital #brightonSEO22

23. Don’t bite the hand that feeds you - OPTIMISE your product FEED Tweet @shap_digital #brightonSEO23

24. DO design a campaign structure that… Tweet @shap_digital #brightonSEO24

25. … Suits your business Think management time! Tweet @shap_digital #brightonSEO25

26. … Utilises campaign priorities Tweet @shap_digital #brightonSEO26

27. … Is bulletproof Tweet @shap_digital #brightonSEO27

28. ACT ON THE INSIGHTS Tweet @shap_digital #brightonSEO28

29. Use Google ad scripts Tweet @shap_digital #brightonSEO29

30. Use DATA to audit your inventory Tweet @shap_digital #brightonSEO30

31. Target products where you ARE competitive on PRICE Tweet @shap_digital #brightonSEO31

32. Bid more for products with POSITIVE reviews Tweet @shap_digital #brightonSEO32

33. Prioritise HIGH MARGIN products Tweet @shap_digital #brightonSEO33

34. Retarget based on your STRATEGY and OBJECTIVES Tweet @shap_digital #brightonSEO34

35. RETENTION of key audiences? Tweet @shap_digital #brightonSEO35

36. ACQUISITION of new customers? Tweet @shap_digital #brightonSEO36

37. OMNI-CHANNEL? Try local inventory ads to reduce wastage Tweet @shap_digital #brightonSEO37

38. Advertise NEW PRODUCTS more aggressively - They sell better Tweet @shap_digital #brightonSEO38

39. Tweet @shap_digital #brightonSEO STAY HUMAN! Tweet @shap_digital #brightonSEO39

40. Try new BID STRATEGIES… Tweet @shap_digital #brightonSEO40

41. TEST… TEST… TEST… Tweet @shap_digital #brightonSEO41

42. Be aware of the DISAPPOINTMENT PANDA Tweet @shap_digital #brightonSEOPANDA

43. Use DATA from other platforms Tweet @shap_digital #brightonSEO43

44. OUTCOME Tweet @shap_digital #brightonSEO44

45. Increased REVENUE Tweet @shap_digital #brightonSEO45

46. Decreased SPEND Tweet @shap_digital #brightonSEO46

47. Higher average PROFIT MARGIN Tweet @shap_digital #brightonSEO47

48. Higher AOV Tweet @shap_digital #brightonSEO48

49. HAPPY STAKEHOLDERS Tweet @shap_digital #brightonSEO49

50. Failing that… Tweet @shap_digital #brightonSEO50

51. Try a SMART SHOPPING campaign Tweet @shap_digital #brightonSEO51

52. SEND ME MORE! I’ve not covered everything, but picked some of my most fruitful… Tweet @shap_digital #brightonSEO52

Scaling Large E-commerce Catalogues for PPC

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