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Advanced PPC & CRO Strategiesfor Effective Advertising in Ecommerce

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Presenters

• Taruna Manchanda– Marketer at Visual Website Optimizer

– Blogger on VWO Blog

– @Taruna2309

• Jacob Fairclough– Senior Account Analyst at Hanapin Marketing

– Blogger on PPC Hero

– @RealSecretJake

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Live Poll Question #2

How do you manage your account(s)?#thinkppc

a) I’m part of an in-house PPC team.b) I do all the marketing myself.c) I work for an agency.d) I’m a consultant.

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1.Remarketing Tactics

You Don’t Always Win On The First Click

Utilize remarketing to retarget users

◉Search and Display◉Custom Audiences◉Third Party Services

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1. Remarketing Tactics

Search & Display

Take Advantage Return UsersLayer remarketing lists into your search and display campaigns. Increase competitiveness by bidding on select audiences.

◉Target keywords with high assist conv◉Remarket to users for reordering◉Test looser keyword and topic targeting with select audience.

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1. Remarketing Tactics

Custom Audiences

Utilize Customer Data to Increase SalesUse data such as email or phone number to build lists in FaceBook and similar platforms

◉Build specific ads for subscribers◉Synchronize your ad efforts between email and social◉Use lookalike audiences to find new customers

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1. Remarketing Tactics

Third Party Providers

Take Advantage of New TechnologyUtilize big data to find new customers and automatically generate new ads.

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2. Ad Extensions

There is more than just 2 description lines

Ad Extensions give you valuable real estateExtensions highlight your business at no extra cost.

◉Site Links◉Call Out Extensions◉Review Extensions

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3. Feed Optimization

Your Shopping Campaigns are Only Good as Your Feed

Your feed works as your keyword targeting and ads.

◉Optimize Your Titles◉Utilize Categories and Labels◉Use Proper Images

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3. Feed Optimization

Optimize Your Titles

Front-Load Your Most Valuable Terms

◉Optimize Your Titles◉Image Selection

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3. Feed Optimization

Enhance Your Titles

Front-Load Your Most Valuable Terms

◉Utilize SQRs to find heavily searched terms Color Style Material

◉Make sure you highlight the differentiators Men’s or Women’s Season Brand

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3. Feed Optimization

Take Advantage of the Categories

Utilize Categories to organize your products and labels

◉These are essential in creating easily segmentable campaigns. Easily Target Subsets of Products Exclude Products

◉Extensive use of labels makes it easy to build robust generic campaigns.◉Better reporting through the interface.

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4. Attribution Models

Last Click is Misleading

PPC heavily influences sales even when it is not the last clickDon’t cut off potential sales without looking at different attribution models

◉Total Assist Value◉Attribution Models◉Conversion Path Analysis

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4. Attribution Models

Assist Value - Conversions that included the channel but did not register as the last click.

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4. Attribution Models

Other Attribution Models

Assists are great but position is important too

◉First Click - All credit goes to the first click◉Time Decay - Value is spread based on time from purchase◉Positional Weighting - Higher weights based on position in path

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4. Attribution Models

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4. Attribution Models

Conversion Paths

It isn’t just a question about the total value. There are also,

◉Generic clicks that lead to brand searches◉Top of funnel keywords leading to further refined searches◉Purchase paths over multiple mediums and platforms

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4. Attribution Models

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Live Poll Question #3

Do you regularly run a/b tests on your ecommerce landing pages to get more conversions?#thinkppc

a) Yes

b) No

c) I am not sure

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5. Product Page Optimization

Reviews and TestimonialsWhy they are important and how to use them?

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5. Product Page Optimization

Upselling and Cross-selling

How to (and how not to) do it.

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5. Product Page Optimization

Call To Action Buttons

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5. Product Page Optimization

Show Stock Level

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5. Product Page Optimization

Add to Wishlist / Save for Later

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6. Category Page Optimization

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PPC Retainers

Need some assistance for your PPC? We offer on-going and one-time retainers.

Learn More:

http://www.hanapinmarketing.com/ppc-retainers/

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Live Q&A Time!

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Have more questions?

Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: marketing@hanapinmarketing.com

Visual Website Optimizer Feedback: info@wingify.com