Paid Search for E-commerce Marketing

Confidential and Proprietary Information

Improving PPC Performance for

E-Commerce Websites

Jeff Sauer Three Deep Marketing


About Three Deep Marketing and Jeff Sauer

Manage $5+ million in paid search spending annually

One of 30 companies in the US certified in Google AdWords and Google Analytics

Jeff Sauer named 2012 CIO of the Year by the Minneapolis/St. Paul Business Journal

Inc. 5000 Fast Growing Company Award in 2010, 2011 & 2012

Developed Online Lead Generation Software Crossfuse in 2011/2012

http://www.google.com/enterprise/marketplace/viewListing?productListingId=5847877+5425291231308112155

https://adwords.google.com/professionals/profile/org?id=010691907341708150415&hl=en


PRO PPC TACTICS FOR ECOMMERCE


SITELINKS


Adding Sitelinks

Ad Sitelinks in the Ad Extensions Tab


Sitelinks Tips

Keep your sitelinks short

Group sections of your site into their own ad groups so you can get deeper sitelinks


Optimizing Sitelinks

Review metrics for sitelinks over time

Use sitelinks with many click thrus and conversions in multiple campaigns wherever relevant


RATINGS & REVIEWS


Ratings & Reviews

In order to get ratings for your products, you must first work to capture ratings either on your site or through Google Checkout

Once you reach a 30 ratings and you have 4 or more stars, you are eligible to receive ratings extensions in your ads

Pro Tip: Capture ratings immediately after the purchase for best response quantity


Ratings & Reviews Tips

Using a third party survey at the end of the purchase process allows you to receive ratings much faster than relying on Google Merchant Center reviews

The Bizrate survey program allows you to capture many reviews in a short amount of time, but can also alienate customers if you choose the wrong offer

There are no metrics available to determine performance of ratings extensions, but


PRODUCT LISTINGS


History of Google Product Search

For many years, Google Product Search results were free and were treated as organic searches

Like all good things, this has come to an end and you now must pay for placement


Product Listing Ads

In order to get product listings for your ads you need to:– Have a product feed that AdWords can access– Fill out as many fields for your product feed

• Better targeting• Higher probability for appearing in specific searches


Product Listing Feed Tips

Ecommerce vendors should be able to provide your product data in a feed format that Google can understand

If you are selling clothes or other specialty products, special information like size and color must be included in the feed


SELF-MANAGEMENT TIPS


MATCH TYPES


Keyword: Puppy in a Mailbox Broad Query – Puppy in a Mailbox:

– Garden with little dog that’s in a blue mailbox Modified Broad Query - +Puppy in a +Mailbox

– That little puppy is in a blue mailbox Phrase Query – “Puppy in a mailbox”:

– Little puppy in a mailbox in the garden Exact Query – [Puppy in a mailbox]:

– Puppy in a mailbox

Broad vs. Phrase vs. Exact Match


Match Type Tips

Use broad match keywords sparingly

For high volume terms, add modified broad, phrase and exact match keywords to your ad group

Google may give you a warning when the same keyword appears twice in a campaign with a different match type. Safely ignore this warning

More keywords are better than fewer, and you can never have too many keywords

Use the search query report to generate more keywords

Aim for a 1 to 1 ratio of keywords to search queries


Search Query Reports can be Revealing

Search Query Report for Baby Formula


NEGATIVE KEYWORDS


Search Query Reports & Negative Keywords

Broad and Modified Broad Match Keywords can bring in visitors for completely off the wall searches. For example, if you sell replacement windows on a house, if you bid on the term “windows” you will receive searchers for the operating system if you are not careful

Add negative keywords to campaign by adding – before each word, like –xp and -8 to block traffic for Windows XP and Windows 8 operating systems

Find more negative keywords by mining your search query reports!

Negatives help your CTR as well as prevents spending on irrelevant search terms


COST-PER-ACQUISITION BIDDING


Look into CPA Bidding

If you use AdWords convesion tracking and your campaigns have at least 15 conversions per month, you can participate in cost per acquisition (CPA) bidding

There are two ways to accomplish this, through conversion optimizer or enhanced CPC bidding

This can drive many more conversions at a price below your target

Be careful, because this method of bidding can also lead to fewer new customers due to over-efficiency


ANALYTICS INTEGRATION


Integrate Google Analytics with AdWords

Integrating Google Analytics with your AdWords data can provide better insight on your landing pages– Do they have a low time on site?– Do they “bounce” off that page or do they convert?– Do they navigate to other pages? Should those be converted to

landing pages?


Three Common Google Analytics Mistakes

The three most common Google Analytics integration mistakes we see are:

1. Data Sharing not enabled in Analytics

2. Auto-Tagging not turned on in AdWords

3. Cost source data from AdWords not applied to Analytics


QUALITY SCORES


Maximize Your Quality Scores

A Quality Score is Google’s quality indicator for keywords relative to ads

Good Quality Scores help lower your cost-per-click (CPC) Keyword + Historical CTR + Ad Copy + Landing Page =

Quality Score If your ads have a low quality score, consider breaking your

ads out into more specific ad groups and revise the ad copy


INVEST IN LANDING PAGES


Invest in Landing Pages

Sending traffic to your website with no clear direction for your visitor is NEVER a good idea

Good landing pages help your visitor to make a good decision, and quickly

A lot of thought goes into effective landing page design– User Experience– Creative Design– Persuasive Architecture– Conversion Rate Optimization – Paid Search Traffic


PROPER BIDDING


Bidding on Keywords is an Art

Under-bidding on keywords makes it unlikely that you’ll appear for your desired keywords

Alternatively, don’t overbid on keywords just because you have the budget

The ideal scenario involves only paying the minimum required by Google to achieve your desired results

Use bid strategies to achieve your goals. Common bid strategies are:– Lowest cost per click possible to achieve click volume– Most cost effective clicks to drive customer conversions– Bid to achieve highest position in search results– Generate the most conversions possible, regardless of costs


WHAT MAKES A GOOD PPC AGENCY?


SEPARATE BRAND VS. NON BRAND


THEY PROVIDE FULLY LOADED COSTS


WARY OF CHARGING ON % OF SPEND


FOCUS ON THE BEST & MOST UNIQUE PRODUCTS


UNDERSTAND YOUR BUSINESS NEEDS


INDUSTRY OR CATEGORY EXPERIENCE


WHAT MAKES A GOOD PPC CLIENT?


CREATES LANDING PAGES EASILY


UNDERSTANDS PRODUCT INVENTORY


ADDS NEW PRODUCTS REGULARLY


UNDERSTANDS PRODUCT DEMAND


OFFERS UNIQUE PRODUCTS


TEST & LEARN BUDGET


HAS CLEAR BUSINESS OBJECTIVES


DEFINED CAMPAIGN GOALS


UNDERSTANDS ACCOUNT MATURITY


UNDERSTANDS ONLINE/OFFLINE METRICS


THANK YOU!

Paid Search for E-commerce Marketing

Self Improvement

Transcript of Paid Search for E-commerce Marketing