Post on 22-Apr-2015
description
Hajrë HyseniUniversity of Hertfordshire
Nov 2011
eCommerce Marketing
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Tuesday, 29 November 11
SEOPPC
Social MediaAffiliate Marketing
Shopping Channel ManagementMobile, Video, EmailDisplay Advertising
Online PR/blogsGoogle Adwords
Activity
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Tuesday, 29 November 11
PPC Providers
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AdBrite Clicksor Bidvertiser
ExitJunction Google AdToll
Yahoo Target Point Fastclick
Tuesday, 29 November 11
Key idea on PPC• You are advertising next to expressed demand -
people want what you are selling
• Google sells ad space through an auction based on price, effectiveness and landing page quality
• You have lots of control: Geolocation (geographical targeting), Dayparting, destination, creative, price
• You can choose how tightly your keywords are matched to search queries through broad, phase and exact matches
• PPC can reveal demand and trends and keywords that should be fed into your SEO activity
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How to start? (1-3)
1. Create a Google AdWords Account Go To http://adwords.google.com and register a Google AdWords Account!
2. Set a Budget for a TEST Campaign Identify a budget for a 30 or 60 day Test period. The budget must be high enough to generate adequate sample data. Without Ad Impressions, there is no way of knowing the how effective your ad is.
3. Determine The Goal of the Adwords PPC Campaign
• Transactions - B2C companies, like eCommerce companies are looking for visitors to purchase their products
• Leads - B2B Companies, like Software companies to generate leads
• Branding – to capture all searchers of that Brand
• Video Views - track video views
• RSS Subscribers – track the new content that is being syndicated to relevant readers
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Tuesday, 29 November 11
How to start? (4-5)4. Identify keywords to purchase
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5. Group relevant keywords
E.g. if you have a “Pet Store” in Boston, MA and you sell “Pet Supplies,” you should group those
keywords & variations into an Ad Group.
Example Ad Group
= {Pet Store Boston, Pet Store Boston MA, Pet Stores Boston, Pet Supplies
Store Boston, Pet Supply Store Boston, Pet Supply Store Boston MA, Pet Supplies Boston MA}
Tuesday, 29 November 11
How to start? (6-7)
7. Create new text add for each Ad Group
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6. Identify match types for your keywords
Exact Match - Your advertisement will only be impressed upon the searcher if the keyword you purchase exactly matches the Google search query.
Phrase Match – For Example, If I buy the keyword “Boston Pet Store” using phrase match and the searcher queries Google “Boston MA Pet Store” there is a chance my ad will be in that auction.
Broad Match – If you purchase the keyword “Pet” using Google’s broad match function, your advertisement may get into an auction for “pet dog” or “pet cat.”
Negative Keywords – A pet store and sell pet supplies, but do not sell “pets,” then a negative exact match keyword for “pet” and “pets.”
Headlines 25 characters only
Ad description 2x 35 characters
Think carefully about where the ad will go: landing pages, products, collections
Provide clear calls to action that respond to the message started in the ad - remember customer journeys
Tuesday, 29 November 11
How to start? (8)
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8. Check Campaign Settings: GEO Targeting & Networks
• Are you limited to doing business in a local area (state, country, territory)?
• If so, you will only want your ads to run in that particular location.
• To adjust the location of your ads, go to your Campaign -> Settings -> Location
• If you want to limit your ads to showing up on Google’s Search Engine and not the Display Network, you can un-check the “display” option in the “Networks” section
Tuesday, 29 November 11
Buying keywords
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Consider carefully the difference between broad and narrow phrases; in my example “Herts” versus “Herts
Holidays” or “Herts County”
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Google Ads$8.58 billion first quarter of 2011
Google Investors (2011)
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Sales Earnings £
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• You make money when your revenue is greater than your costs
• This can be in the short or medium term
• The costs include products, packaging, shipping, labour, wastage, advertising, cost of ecommerce site, hosting etc
• Conversion rate: Only 1-3% of customers to a site buy (2 in every hundred visitors)
• Click-through rate: Perhaps 5% of people who see an ad click (1 in every 1,000 who see the ad, buy - assuming a 2% conversion)
• Typical display advertising might cost £20 CPM (per 1000 impressions)
• 10,000 impressions might cost £200 and generate £60 in sales (bad business!)
Tuesday, 29 November 11
Keywords Availability?
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It's an auction. 100 advertisers can bid on the same term. Those with the highest mix of price, quality and ad history will win the ad auction and have their ads
shown.
Tuesday, 29 November 11
How to assess Ads?• How much companies pay? www.spyfu.com/uk/
• How does the pricing work? www.youtu.be/K7l0a2PVhPQ
• Tracking Ads effectiveness? AdWords & Google Analytics
• How much to spend daily? www.google.com/sktool/
• How profitable can adSense be for a site? Entirely dependent on the traffic you have to your site. If you have decent traffic for a blog you might make $100 per month
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Tuesday, 29 November 11
Your top tips
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• Learn to write good clear ads
• Learn to generate lots of potential keywords
• Create excellent landing pages for your ads
• Set a realistic budget for your campaign
• Experiment with different creative messages
• Use analytics to track the effectiveness of your experiments
Tuesday, 29 November 11
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Socia
l Pre
senc
e
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Social Media is bigFacebook
YouTubeWikipedia
TwitterLinkedin
& a lot more....
Tuesday, 29 November 11
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Mobile is bigTablets
Social Media is bigFacebook
YouTubeWikipedia
TwitterLinkedin
& a lot more....
Tuesday, 29 November 11
Your customers aren’t just connected, they’re engaged
John & Tim (O’Reilly)17
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Online Reputation
Remarkable content Sharing
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Tuesday, 29 November 11
GoDaddy vs God?
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Activity 1http://goo.gl/3xlIn
Tuesday 6th Dec
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Activity 2Get in Group of 4 to 5
Find OriginalFeatures.co.uk competitorse.g. Handforged.co.uk
using http://www.semrush.com/uk/
http://goo.gl/b2kC http://whoicompete.com/
then use Alexa.com to find our what are their most successful keywords that these competitors are using.
Email back your results in Group Report Format
(one report per group to be emailed only)
Tuesday 15th Dec
Tuesday, 29 November 11
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SEOPPC
Social MediaAffiliate Marketing
Shopping Channel ManagementMobile, Video, EmailDisplay Advertising
Online PR/blogsGoogle Adwords
Activity
Tuesday, 29 November 11
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Q/A
Tuesday, 29 November 11