Peter Whitmarsh - Maximising ROI For High-Turnover Ecommerce PPC Campaigns - ionSearch 2012
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Peter Whitmarsh - Maximising ROI For High-Turnover Ecommerce PPC Campaigns - ionSearch 2012
- 1. ionSearch 2012 Peter Whitmarsh Search Laboratory
- 2. Newer Google Features Presented By: Pete Whitmarsh
- 3. Dynamic Remarketing • Allows for dynamic insertion of products into remarketing banners • Based on users’ interaction with your website
- 5. Interest Category Marketing • Great if you have a specific interest to target £££
- 7. PPC Structure for Retail Using Ad Group Negatives to Control Traffic Presented By: Pete Whitmarsh
- 8. The Problem • Search terms for a keyword of +dresses Search Phrase Impressions Clicks CTR Convs Conv Rate dresses 2370000 50000 2.11% 1330 2.66% dress 2600000 43000 1.65% 1230 2.86% cheap dress 470000 30000 6.38% 560 1.87% red dress 1100000 20000 1.82% 80 0.40% red maxi dress 260000 18000 6.92% 200 1.11% black minidress 400000 7000 1.75% 120 1.71% designer dresses 120000 6000 5.00% 120 2.00% silk dresses 280000 3000 1.07% 70 2.33% size 10 dresses 30000 2000 6.67% 5 0.25% new look dresses 22000 1500 6.82% 20 1.33% prom dress 110000 1200 1.09% 20 1.67% debenhams
- 9. The Problem • Hundreds of different search terms triggering this keyword • Loads of these search terms are actually keywords in the account anyway
- 10. The Problem • How do we even begin to optimise this? Bid decisions Wrong CTR Poor Landing pages Poor Quality score Poor Keyword Wrong reporting
- 11. The Solution Well thought-out ad group negatives
- 12. Example Dresses Brand Colour Quality Style Gucci Red Cheap Maxi D&G Black Designer Mini Primark Pink High End Prom
- 13. Negatives • Think about the priority of negatives when setting up • Where should a search phrase ‘cheap red maxi dresses size 10 uk’ be? – Dresses (Head terms) – Dresses >> Colours >> Red – Dresses >> Style >> Maxi – Dresses >> Quality >> Cheap
- 14. Priorities • We should have a pecking order such as Brand > Style > Colour > Quality > Head Terms
- 15. Priorities Brand > Style > Colour > Quality > Head Terms • Then when setting up we know that: – ‘Gucci’ can be negated in the style, colour, quality & head terms groups – ‘Red’ can be negated in the quality & head terms groups
- 16. Priorities Brand > Style > Colour > Quality > Head Terms • So now we know that ‘cheap red maxi dresses size 10 uk’ can only go to one place • Maxi is negated in everything below style so it has to go to the style ad groups