eCommerce Marketing Channels

eCommerce Marketing
Hajrë Hyseni
University of Hertfordshire

Nov 2011

1

Tuesday, 29 November 11

SEO
PPC
Social Media
Afﬁliate Marketing
Shopping Channel Management
Mobile, Video, Email
Display Advertising
Online PR/blogs
Google Adwords
Activity

2


PPC Providers

AdBrite Clicksor Bidvertiser

ExitJunction Google AdToll

Yahoo Target Point Fastclick

3


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
4


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

5


How to start? (4-5)
4. Identify keywords to purchase

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}

6


How to start? (6-7)
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.”

7. Create new text add for each Ad Group

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

7


How to start? (8)
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

8


Buying keywords

Consider carefully the difference between broad and
narrow phrases; in my example “Herts” versus “Herts
Holidays” or “Herts County”

9


Google Ads
$8.58 billion
ﬁrst quarter of 2011

10
Google Investors (2011)

Sales Earnings £
• 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!)
11


Keywords Availability?

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.

12


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

13


Your top tips
• 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
14


ce
ens
re
lP
cia
So
15


Social Media is big
Facebook
YouTube
Wikipedia
Twitter
Linkedin
& a lot more....

16


Social Media is big
Facebook
YouTube
Wikipedia
Twitter
Linkedin
& a lot more....

Tablets
Mobile is big
16


Your customers aren’t
just connected, they’re
engaged

John & Tim (O’Reilly)
17


Remarkable
Sharing
content

Online
Reputation
18


GoDaddy vs God?

19


Activity 1
http://goo.gl/3xlIn

Tuesday 6th Dec

20


Activity 2
Get in Group of 4 to 5
Find OriginalFeatures.co.uk competitors
e.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

21


SEO
PPC
Social Media
Afﬁliate Marketing
Shopping Channel Management
Mobile, Video, Email
Display Advertising
Online PR/blogs
Google Adwords
Activity

22


Q/A

23


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