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Improving PPC Performance for
    E-Commerce Websites

            Jeff Sauer
      Three Deep Marketing
     @jeffalytics @threedeep




                               Confidential and Proprietary Information
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

   Board Member for MIMA and MnSearch

                                                          Confidential and Proprietary Information
ADVANCED PPC TACTICS FOR
      ECOMMERCE




                   Confidential and Proprietary Information
SITELINKS

            Confidential and Proprietary Information
Adding Sitelinks

   Ad Sitelinks in the Ad Extensions Tab




                                            Confidential and Proprietary Information
Sitelinks Tips

   Keep your sitelinks short

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




                                                            Confidential and Proprietary Information
Optimizing Sitelinks

   Review metrics for sitelinks over time

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




                                                           Confidential and Proprietary Information
RATINGS & REVIEWS

                Confidential and Proprietary Information
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




                                                             Confidential and Proprietary Information
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




                                                            Confidential and Proprietary Information
PRODUCT LISTINGS

               Confidential and Proprietary Information
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



                                                           Confidential and Proprietary Information
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




                                                                   Confidential and Proprietary Information
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




                                                              Confidential and Proprietary Information
SELF-MANAGEMENT TIPS




                 Confidential and Proprietary Information
MATCH TYPES

              Confidential and Proprietary Information
Broad vs. Phrase vs. Exact Match

Keyword: Puppy Mailbox
 Broad Query – Puppy Mailbox:
    – Garden with little dog that’s in a blue mailbox


   Modified Broad Query - +Puppy +Mailbox
    – That little puppy is in a blue mailbox


   Phrase Query – “Puppy mailbox”:
    – Little puppy mailbox in the garden


   Exact Query – [Puppy mailbox]:
    – Puppy mailbox

                                                        Confidential and Proprietary Information
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


                                                            Confidential and Proprietary Information
Search Query Reports can be Revealing

   Sample Search Query Report for Broad matched keyword Baby Diapers:

     Search Term                          Match Type
     Baby changing bibs diapers           Broad Match
     Food & diapers changing baby         Broad Match
     Free diaper samples by mail          Broad Match
     Pampers diapers                      Broad Match                 Many of these
     Pampers baby diapers recall          Broad Match                 keywords are
                                                                       completely
     Diapers pamper brand shop            Broad Match                  irrelevant!

     Baby care essentials diapers         Broad Match
     Number diapers baby 24 hour period   Broad Match
     Pampers diaper recall                Broad Match
     Pampers diapers                      Broad Match
     Best baby diapers                    Phrase Match


                                                         Confidential and Proprietary Information
NEGATIVE KEYWORDS

               Confidential and Proprietary Information
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. –microsoft could be used as well.

   Find more negative keywords by mining your search query reports!

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




                                                            Confidential and Proprietary Information
COST-PER-ACQUISITION BIDDING

                     Confidential and Proprietary Information
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



                                                        Confidential and Proprietary Information
ANALYTICS INTEGRATION

                  Confidential and Proprietary Information
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?




                                                               Confidential and Proprietary Information
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




                                                          Confidential and Proprietary Information
QUALITY SCORES

                 Confidential and Proprietary Information
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




                                                             Confidential and Proprietary Information
INVEST IN LANDING PAGES

                   Confidential and Proprietary Information
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


                                                Confidential and Proprietary Information
PROPER BIDDING

                 Confidential and Proprietary Information
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



                                                                  Confidential and Proprietary Information
WHAT MAKES A GOOD PPC AGENCY?




                      Confidential and Proprietary Information
SEPARATE BRAND VS. NON BRAND

                     Confidential and Proprietary Information
THEY PROVIDE FULLY LOADED COSTS

                       Confidential and Proprietary Information
WARY OF CHARGING ON % OF SPEND

                      Confidential and Proprietary Information
FOCUS ON THE BEST & MOST UNIQUE
           PRODUCTS
                       Confidential and Proprietary Information
UNDERSTAND YOUR BUSINESS NEEDS

                      Confidential and Proprietary Information
INDUSTRY OR CATEGORY EXPERIENCE

                       Confidential and Proprietary Information
WHAT MAKES A GOOD PPC CLIENT?




                      Confidential and Proprietary Information
CREATES LANDING PAGES EASILY

                     Confidential and Proprietary Information
UNDERSTANDS PRODUCT INVENTORY

                     Confidential and Proprietary Information
ADDS NEW PRODUCTS REGULARLY

                    Confidential and Proprietary Information
UNDERSTANDS PRODUCT DEMAND

                   Confidential and Proprietary Information
OFFERS UNIQUE PRODUCTS

                  Confidential and Proprietary Information
TEST & LEARN BUDGET

                 Confidential and Proprietary Information
HAS CLEAR BUSINESS OBJECTIVES

                      Confidential and Proprietary Information
DEFINED CAMPAIGN GOALS

                  Confidential and Proprietary Information
UNDERSTANDS ACCOUNT MATURITY

                     Confidential and Proprietary Information
UNDERSTANDS ONLINE/OFFLINE
         METRICS
                    Confidential and Proprietary Information
THANK YOU!

             Confidential and Proprietary Information

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Advanced PPC for E-Commerce Websites

  • 1. Improving PPC Performance for E-Commerce Websites Jeff Sauer Three Deep Marketing @jeffalytics @threedeep Confidential and Proprietary Information
  • 2. 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  Board Member for MIMA and MnSearch Confidential and Proprietary Information
  • 3. ADVANCED PPC TACTICS FOR ECOMMERCE Confidential and Proprietary Information
  • 4. SITELINKS Confidential and Proprietary Information
  • 5. Adding Sitelinks  Ad Sitelinks in the Ad Extensions Tab Confidential and Proprietary Information
  • 6. Sitelinks Tips  Keep your sitelinks short  Group sections of your site into their own ad groups so you can get deeper sitelinks Confidential and Proprietary Information
  • 7. Optimizing Sitelinks  Review metrics for sitelinks over time  Use sitelinks with many click thrus and conversions in multiple campaigns wherever relevant Confidential and Proprietary Information
  • 8. RATINGS & REVIEWS Confidential and Proprietary Information
  • 9. 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 Confidential and Proprietary Information
  • 10. 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 Confidential and Proprietary Information
  • 11. PRODUCT LISTINGS Confidential and Proprietary Information
  • 12. 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 Confidential and Proprietary Information
  • 13. 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 Confidential and Proprietary Information
  • 14. 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 Confidential and Proprietary Information
  • 15. SELF-MANAGEMENT TIPS Confidential and Proprietary Information
  • 16. MATCH TYPES Confidential and Proprietary Information
  • 17. Broad vs. Phrase vs. Exact Match Keyword: Puppy Mailbox  Broad Query – Puppy Mailbox: – Garden with little dog that’s in a blue mailbox  Modified Broad Query - +Puppy +Mailbox – That little puppy is in a blue mailbox  Phrase Query – “Puppy mailbox”: – Little puppy mailbox in the garden  Exact Query – [Puppy mailbox]: – Puppy mailbox Confidential and Proprietary Information
  • 18. 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 Confidential and Proprietary Information
  • 19. Search Query Reports can be Revealing  Sample Search Query Report for Broad matched keyword Baby Diapers: Search Term Match Type Baby changing bibs diapers Broad Match Food & diapers changing baby Broad Match Free diaper samples by mail Broad Match Pampers diapers Broad Match Many of these Pampers baby diapers recall Broad Match keywords are completely Diapers pamper brand shop Broad Match irrelevant! Baby care essentials diapers Broad Match Number diapers baby 24 hour period Broad Match Pampers diaper recall Broad Match Pampers diapers Broad Match Best baby diapers Phrase Match Confidential and Proprietary Information
  • 20. NEGATIVE KEYWORDS Confidential and Proprietary Information
  • 21. 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. –microsoft could be used as well.  Find more negative keywords by mining your search query reports!  Negatives help your CTR as well as prevents spending on irrelevant search terms Confidential and Proprietary Information
  • 22. COST-PER-ACQUISITION BIDDING Confidential and Proprietary Information
  • 23. 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 Confidential and Proprietary Information
  • 24. ANALYTICS INTEGRATION Confidential and Proprietary Information
  • 25. 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? Confidential and Proprietary Information
  • 26. 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 Confidential and Proprietary Information
  • 27. QUALITY SCORES Confidential and Proprietary Information
  • 28. 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 Confidential and Proprietary Information
  • 29. INVEST IN LANDING PAGES Confidential and Proprietary Information
  • 30. 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 Confidential and Proprietary Information
  • 31. PROPER BIDDING Confidential and Proprietary Information
  • 32. 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 Confidential and Proprietary Information
  • 33. WHAT MAKES A GOOD PPC AGENCY? Confidential and Proprietary Information
  • 34. SEPARATE BRAND VS. NON BRAND Confidential and Proprietary Information
  • 35. THEY PROVIDE FULLY LOADED COSTS Confidential and Proprietary Information
  • 36. WARY OF CHARGING ON % OF SPEND Confidential and Proprietary Information
  • 37. FOCUS ON THE BEST & MOST UNIQUE PRODUCTS Confidential and Proprietary Information
  • 38. UNDERSTAND YOUR BUSINESS NEEDS Confidential and Proprietary Information
  • 39. INDUSTRY OR CATEGORY EXPERIENCE Confidential and Proprietary Information
  • 40. WHAT MAKES A GOOD PPC CLIENT? Confidential and Proprietary Information
  • 41. CREATES LANDING PAGES EASILY Confidential and Proprietary Information
  • 42. UNDERSTANDS PRODUCT INVENTORY Confidential and Proprietary Information
  • 43. ADDS NEW PRODUCTS REGULARLY Confidential and Proprietary Information
  • 44. UNDERSTANDS PRODUCT DEMAND Confidential and Proprietary Information
  • 45. OFFERS UNIQUE PRODUCTS Confidential and Proprietary Information
  • 46. TEST & LEARN BUDGET Confidential and Proprietary Information
  • 47. HAS CLEAR BUSINESS OBJECTIVES Confidential and Proprietary Information
  • 48. DEFINED CAMPAIGN GOALS Confidential and Proprietary Information
  • 49. UNDERSTANDS ACCOUNT MATURITY Confidential and Proprietary Information
  • 50. UNDERSTANDS ONLINE/OFFLINE METRICS Confidential and Proprietary Information
  • 51. THANK YOU! Confidential and Proprietary Information