Exabytes eCommerce Conference 2014 The 7 Dirty Secrets of E-Commerce Marketing by Larry Lim (SearchGuru.com.my)

1. of E-Commerce Marketing
The 7 Dirty
Secrets

2. Want an
#UNFAIR advantage?
Overview:
- Co-Founder; Since 2005
- 15 people in MY and SG
- Google Certified Partner
- Manage over RM12m/yr
Services:
- SEO
- Google AdWords
- YouTube Ads
- Facebook Ads
- Yahoo SEM
- Mobile Apps
- Affiliate Marketing

3. Our Clients:

4. Before We Begin:
1. There are no secrets.
3. No need to copy or take pictures.
4. Send me your questions.
5. Try to stay awake.
2. No sensitive client data.

5. Who already
has an online
store?
Who’s planning
to start an online
store? Why do you
want to
sell online?

6. Southeast Asia Startup Investments 2013
92% of $645m
invested in
e-commerce
(Source: Tech in Asia, Jan 2014)

7. Shocked
?Here’s why...

8. SE Asia E-Commerce 2013
Country Population
(mil)
Online Users
(mil)
Retail Sales
(bil)
E-Comm Sales
(% of Retail)
Opportunity
(bil)
Malaysia 29.5 18.5 $99 0.2 $4.9
Singapore 5.3 3.9 $30 1.0 $1.5
Indonesia 244.8 75.9 $100 0.1 $5.0
Thailand 67.9 31.2 $94 0.2 $4.7
Philippines 97.7 33.6 $34 0.3 $1.7
Vietnam 88.8 31.0 $80 0.1 $4.0
Total: 534m 194.2 $436 0.2 $21.8
(Source: UBS)
Opportunity assumes E-commerce Sales = 5% of Total Retail Sales

9. US E-Commerce Q1 2014
US E-commerce Sales = 6.2% of Total Retail Sales
E-commerce grew 15% y-o-y versus 2.4% for Total Retail Sales

10. - 43% will shop online
soon
- Main reason: save time
- Top product: clothings
(50%)
- 72% motivated by
Google-TNS Survey 2014

11. E-Commerce is Inevitable...
1. Lower Costs.
3. Better Customer Experience.
4. Sell further.
5. You have no choice.
2. Bigger Product Range.

12. How to
Market My Store?

13. But first, what is
your objective?
Acquisition or
Awareness?

14. Importance of Branding
Groupon Lelong Lazada Rakuten
- Often neglected.
- Due to budget constraint.
- Display, video ads, blogs, etc.
- Check searches and trends.

15. Marketplaces
Channel Partners
Methods
Blog Marketing
SEO / Paid Search
EDMs
Display Ads Deal Sites
Affiliate Marketing
Social Media
Content Marketing
Offline Marketing

16. SEO
- Keyword Planner.
- Searches for Exact Match.

17. Rankings affect CTR significantly.

18. Ad Examples

19. Content Marketing
- Use Keyword Planner.
- SEO the content.
- Promote on Facebook.
- Advertise the content.

20. Facebook Marketing - Not really free
- Engage your fans
- Watch your CPA
- Manage comments
- Beware of bots
- Custom Audience.
Spam
Search for cheat sheets on the Internet.

21. Affiliates

22. Deal Websites
Facebook Users
Email Database

23. Deal Websites Conversion
Rates:
2% to 26%

24. Channel Partners

25. Google
AdWords

26. - Google’ advertising platform.
- Reach >80% of the Internet population.
- Advertise on Search and Display.
- RM160b revenue in 2013.

27. 1.2 billion users making 115 billion searches a month.

28. SEO:
Increase presence and visibility in the organic
search results.
Search Ads:
Reach out to potential customers by targeting
relevant keywords.

29. 1 BIGGER REACH
2 MORE
AFFORDABLE
3 TARGETED
4 COST-EFFECTIVE
5 FASTER
Five Key Advantages

30. Competitor ads appear first

31. Keyword Planner - Discover how customers are searching.

32. Trends - Discover search interest.
Jul
Dec

33. Search Campaign - Overview
1. Campaign
2. Ad Group
3. Keywords
4. Ads

34. Display Ads:
Promote on Google’s Display Network.
Video Ads:
Promote on YouTube.com
Display
Ads
User Visits
Website
Tracked via
Cookie
Ads Follow
User on GDN
User Returns
to Website

35. Billing - Overview

36. Highly Measurable - No more guessing.

37. Does it Work?
Yes.
(But you already knew that)

38. CLIENT: Autovacstore
Sells 300 – 500 vacuums a month.

39. CLIENT: RedMart
60% of sales come from Google.

40. CLIENT: AirAsia
Much better returns from Google ads.

42. - Increased ROI >100%
- Decreased Avg. CPC
>70%
- Decreased Cost per
Sale 35%
Within 6 months...

43. - Team size and clients
served.
- SEM experience.
- Services provided.
- Contract duration.
- Fees charged.
Not Easy Hiring an Agency

45. Let’s talk
Conversion Rates

46. Some of the factors:
1. Industry / Business
2. Brand (Awareness / Trust)
3. Price, Product, Payment, etc.
4. Marketing (Broad / Targeted)
5. Website (Design, Steps, etc.)

47. Average Conversion Rate:
2% to 3%
< 1%
New / Uncommon
7% - 8%
Repeat Sales
4% - 6%
Established Brands

48. Conversion Rate growth
for an online store.

49. Email
Direct
Organic
SEM
Referral
Social
Channels

51. The 5 Important Ones:
1. Unique Selling Points.
3. Mobile-friendly (40% traffic).
4. Test and experiment (Money!).
5. Grow your list.
2. Sufficient product range.
Bonus: Patience and Persistence.

52. Larry Lim
E:
larry@searchguru.com
.my
T: 03-2035 9667
W:
www.searchguru.com.
myhttp://www.searchguru.my/exaby
tes
Thank You!