PPC for eCommerce:Implement, Optimize, Monitor and.. Repeat !

Konstantinos Skianishttp://gr.linkedin.com/in/konstantinosskianis

The PPC LandscapeMajor Players

PPC Challengesfor eCommerce

Tens or Hundred Categories..

Hundreds... Thousand Products that Change all the Time !

Million ways (keyword variations) that customers might use looking for your Products..

Competition can Get Wild and... Costly

Challengesfor eCommerce

It may turn into a daunting Process..

So what do we do?

•Where do we start from?

• How do we start?

• How do we Organize this large process?

Think Strategically

• Choose your Battles and Prioritize..

• START from Categories/Products I wish to promote more AND I am competitive?

• Build on your Advantages, Start Small and GROW BIG

Now.. let’s get back to Marketing Basics

Do not forget the Basics!

The journey into buying Shoes Online..

...back toMarketing Basics

AWARENESS

INTEREST

LEARN

SHOP

BUY

Shoes

Nike Shoes

Black Nike Air Jordan ShoesLong-Tail

Shopping Funnel

The Shopping FunnelSearching Online

LEARN SHOP BUY

Gathering Info

Product Comparison,

Prices, Features

I’m buying

Keywords:• Basketball Shoes• Shoes for Basket• Shoe on Sale

Keywords:• Nike Basketball

Shoes• Reebok Shoes for

Basket• Cheap Nike Basket

ball Shoes

Keywords:• Nike Red Air

Jordan• Reebok WR72-X• Nike Air Jordan

PINK No.38

The PPC Process

• Keyword Research• Account Structure• Conversion – eCommerce Tracking• Implementation• Optimize – Test, find the “Sweet Spot”• Monitor – Measure Performance (ROI,

Profit)

...and.. Repeat !

Keyword Research

• Start Wide to examine variations of Keyword Themes:– Basketball shoes, Shoes for basket,– Nike shoes, Reebok shoes

• Go Deep in Keyword themes to find opportunities:– Light Basketball Shoes, White cheap basketball shoes– Black Nike basketball shoes, Reebok red WR72-X

• Love the Long-tail keywords !• Use Tools, eg:

– Keyword Tool– Google Trends– Google Results– etc.

Google AdWordsKeyword Tool

Google Trends

Google Trends

Google Results

Google Results

Invest in CorrectAccount Structure

Account StructureAdWords

Install Conversion &eCommerce Tracking

Simple Advice...

Do not Start without it..!!!

It’s easy to do it and Reward is enormous..

eCommerce Trackingon Google Analytics

Conversion Trackingon Google AdWords

Conversion &eCommerce Tracking

But... do not forget to Count Offline Sales initiated by Online Search !

Search Online - Buy Offline might be large.

If not taken into account, opportunities might be lost!!!

You might STOP Profitable PPC Campaigns and lose Sales

So Build a System for Monitoring Offline Sales or use an existing one!!

Implement Thoroughly

Refer to Account Architecture you designed

Go Gradually Avoid “Broad Match” on keyword

matching options Match: Keywords – AdText – Landing Page Align Budget Allocation with Company’s

Pursuit BUT provide insights.. After all you have real Data!!!

Implement Thoroughly

Use available AdWords Features, e.g.: Ad Scheduling Sitelinks Call Extensions Social Extensions

etc.. Use AdWords Editor

Needs some training but Hundreds of changes can be made easily Work Offline Useful when AdWords Account is edited by more than

1 PPC expert

Implement Thoroughly -AdWords Editor

Implement ThoroughlyGoogle Display Network

Use the Google Display Network (GDN)“Targeted placement of an advertising message on websites at Google Partner Sites…” Targeting:

Contextual Targeting Placement Targeting Interest Targeting Topic Targeting Target Demographics Other Targeting Features (Geography, Ad Scheduling etc.) REMARKETING FIND YOUR LOST VISITORS

Implement ThoroughlyUnleash the Power of Remarketing!!

• Install the Remarketing Code

• Think Strategically (Which Visitors to Target)

• Design Remarketing Lists

• Design Relevant, tailor-made Banners

Pursue your site abandoners !!..but do not intimidate them..

...apply a Frequency capping

Implement ThoroughlyUnleash the Power of Remarketing!!

Test the PPC Account

What to Test: Account Structure AdText Keywords (matching types, placement in

Adgroups etc..) Bids (AdGroup - Keyword level) Ad Scheduling Features (Display URL, Sitelinks etc.) Landing Pages (A/B Test – Multivariate

Test): Use Google Experiments

Monitor –Measure Performance

Why we run PPC Campaigns ? To Increase Sales and achieve Profit... Yeah!!!

Is Monitoring – Measuring Performance Important? Some Campaigns WIN and we have to consider

Scaling them up Other Campaigns FAIL and we need to alter them or

Stop Completely Competition changes Seasonality matters Product Availability – Stock might alter our Targets

Monitor –Measure Performance

(We will focus on Top-Level monitoring)

1st Rule: Know your Margins Per Product Category, Brand, even Product

2nd Rule: Understand ROI...ROI = (Profit)/(PPC Spent)

e.g.: €100 spent Revenue: €300 Profit Margin:50% ROI = (300*0,5-100)/100 = 50%

But focus on the 3rd Rule...

Monitor –Measure Performance

3rd Rule: Aim to Achieve max Profite.g.: What do you prefer?

ROI: 200% leading to Profit: €1.000 ROI: 35% leading to Profit: €10.000

ROI is important but should be coupled with Sales Volume..

ROI is a good indicator of sensitivity of the Campaign (a very profitable campaign with 5% ROI might lead into a blood shed...)

So aim at maximizing PROFIT !

Monitor –Measure Performance

Idea No1: Consider using an Attribution model

Last Click? Assisted Conversions... Look at Conversion Paths Get more Sophisticated... shortly

Measure PerformanceAssisted Conversions

Measure PerformanceConversion Path

Measure Performance

Idea No2 : Incorporate Life Time Value

Consider the example: PPC Spent: €100 Loss: €-10...

But some Customers now know your e-shop, return directly next time and make further Purchases..

Profit €50...

Life Time Value is Important ! Use your CRM to examine and possibly Calculate it

(based on Net Present Value)

Repeat the Cycle!

Products Change all the Time Competition changes People’s Taste, Search pattern change

frequently PPC is not a “Fire and Forget” Weapon There is not such thing as “PPC Nirvana” Repeat the Process continuously to achieve...

THANK YOU !