We discuss a few online marketing tactics specific to the ecommerce domain in India - and discuss how Ohana Media tech can help with some of those.

1. Online Marketing Success
Strategies for E-commerce
Shameek Chakravarty
Ohana Media

2. Display
• Most effective display strategy for e-commerce –
Re-Targeting
• Issues to be aware of while re-targeting:
a. Doing untargeted advertising in other channels including affiliates can
dilute your retargeting cookie pools unless you do segment based
retargeting.
e.g. using pop-unders to boost visitors to site can boomerang on your re-targeting capabilities
b. Be careful of over-attribution to re-targeting – big problem with CPA based
campaigns on re-targeting. Recommend doing CPM buys
c. Must-have data management platform to do effective retargeting.

3. Re-Targeting Evolution
Plain Vanilla Retargeting Retargeting Re-targeting
Retargeting across with RTB with Look-
• 10 yr old tech Exchanges • Not all re- alike modeling
• Cookie and • Exploded scale targetable • Solves the
follow within of retargeting visitors are alike volume problem
network • Dynamic • Bid higher • Social Graph
Creatives during period of may be used
highest
• Segment based
conversion
retargeting
likelihood

4. Display Cont….
• Informational ads with specific product
information outperforms generic retargeting
by ~ 30% on both audience and non-audience
based buys
• Need a templatized approach to quickly create
multiple display creatives in tune with
supply/inventory situation

5. Ohana : Display Ad Support
• Self-serve retargeting platform with transparency
• Integrated across exchanges & RTB sources – RightMedia,
DoubleclickAdX, Adbrite, Contextweb, Pubmatic, Admeld
• Dynamic Creatives with in-built templates & custom
templates
• Granular re-targeting using data management &
segmentation capabilities of OhanaQB
• Automated generation of product based ads based on
catalog crawl

6. Ohana : Creative Support
Create hundreds of flash ads in minutes

7. Search - Organic
“Optimizing for the Head & Long Tail Keywords”
Optimize Website & Drive Visits
for Head Tail keywords With Long Tail Keywords
Generic keywords that Phrases your visitors use
define your business to find your products
(i.e. shoes store) (i.e.reebok shoes in delhi)
Traditional SEO Nano-site approach

8. Why Long Tail Keywords ?
• 94% of searches are long tail keywords (Hitwise)
• Long-tail keywords offers great advantages for marketers
– Real interest in the product or service: the user has a real need
– Target experienced searchers
– Better conversion rates
– Less competition
– Easy to get better rankings
• Google Instant (Sept 2010): Results appear and change as the keyword
phrase in the search box is edited. No more scrolling,
• Google Search algorithm change (May 2010) has now the ability to index
longer phrases

9. The Nano-site Approach
• Create a unique landing page for every long tail keyword
you want to target
• Example of an auto-generated landing page
• Create millions of these
• Use these for PPC campaigns with higher quality scores
and lower CPCs if you want

10. Ohana: Organic Search Support
• Minimal Setup Fee – quick integration. Import
existing design through layout builder
• Ohana partner can do manual tweaks to
content and design if needed
• Performance Based Pricing – pay per visit on
these auto generated landing pages

11. Search - PPC
• What works best for us –
- Product Specific Ad groups
- High intent keywords in each ad group
- Each ad-group clicking through to a product detail page
- Using product price on ad-text to dissuade customers who can’t afford it
• Benefit :
- Leads to lower CPCs, higher quality scores
• Flipside:
- Difficult to do manually. Prices change, availability changes. Too much bid
management overhead. Hundreds of thousands of adgroups.

12. Search - PPC
Ask Google to launch Product Ads in India !!

13. Search – PPC Cont….
• Product Listing Ads – Google. Closed Beta with
800 advertisers since August 2009.
• Nov 2011 – all US advertisers &
UK/Germany/France
• Buy on CPA or CPC
• Conversion rates 10-20% better than regular
search ads which go to product detail pages

14. Search – PPC Cont….
• Ignore click to call on mobile search at your own peril
• Very little competition – reasonable bids
• Easy to do if you have a 24x7 call center in the
backend.
• Customers buying through call center – avg ticket sizes
3-4 times more than online customers.
• Tablet traffic converting really well

15. Ohana: Search PPC Support
• OhanaQB is API integrated with major search ad
programs including Adwords
• Automated Bid Management and long tail keyword
discovery
• Automatically create thousands of tightly themed ad
groups based on our catalog crawl
• Build granular audience segments for remarketing &
personalization based on intent from search clicks

16. Social – Facebook Ads
• Use Facebook to rapidly test out creatives without needing a designer. Think
of FB as a marketing research tool in addition to a media vehicle.
“SPLIT - TEST – SPLIT – TEST. RINSE & REPEAT”
• Instead of one campaign targeting 22-35 year old male & female interested
in Fashion – split it into thousands of campaigns
An Example :
31 years, male, mumbai, interested in #Designer Shoes, College Grad
22 years, female, delhi, interested in #Designer Bags, in College
• Measure conversions, CPA and optimize bids across each of the splits

17. Social – Facebook Ads Cont….
• Rapidly change creatives –
don’t wait for it to stabilize – opposite of search strategy. FB
algorithms converge on under-performing ads far faster.
Wait for max 2 days before changing under-performing creatives

18. Ohana: Social Media Support
• OhanaQB – FB Ads API beta participant
• Supports multi-variate testing and splitting.
• Measure CPAs on each targeting parameter without need for
manual tagging
• Data collected from campaigns automatically inserted into audience
data cloud
• Build micro-segments to retarget and personalize for customers
acquired via Facebook
• Set automated bid management rules

19. Social – Earned Media
Multiple Brands & Networks Meet Business Objectives

21. Can’t Predict Impact of Actions, Content

22. Challenges :
•
•
•

24. Social Analytics :
We use proxies from Display eCPM rates and email acquisition costs in
audience value estimation

26. Social Analytics Cont…

28. Social – Earned Media
TOP ACTIONABLE SUGGESTIONS:
1. IDENTIFY AND REWARD YOUR BRAND ADVOCATES – TOP FANS. To build loyalty, you
need to show differential rewards.
1. LOOK AT CONTENT FROM YOUR COMPETITORS THAT’S GENERATING ENGAGEMENT.
Identify what’s working for them and use that to build your content strategy
1. DO NOT GET INTO THE “I have more fans than XYZ game even if you can afford to”
– dilutes your audience pool to remarket to in the future.
1. REMARKET TO YOUR FB FANS and THEIR FRIENDs - build viral loops
1. Look at the profiles of your top fans – will give you insights on audience targeting
strategy on your FB ads – and even in your display media plans !

29. Ohana: Social Media Support
• Subscription to Ohana Real Time Social
Analytics tool
• Custom and plug-and-play Loyalty apps from
Ohana partner

30. Email Marketing :
• Re-Marketing Emails:
Emails sent based on user actions show 3-4 times open rates of
generic email blasts to your users
Emails sent out to visitors who abandoned shopping cart: average open rate
~ 43% ! Average CTR ~ 17% !
• Book-marking effect :
make sure the remarketing emails have link back to the shopping cart
~14% abandoners end up converting on being email re-marketed
~ average ticket size on email remarketed conversions – 42% higher than
site-wide average
~ avg un-subcribe rate 30% lower than opt-out rate for regular emails

31. Email Marketing Cont…
• Do not offer guest checkout
• If you use emailers to rented or your own opt-in list,
tag the click through URLs with their email
addresses, so you can pinpoint and remarket to
individual email addresses
• Be careful of email sent to non opt-in DBs. Not
enough to just ensure sender domain is different.
Message body URL blacklists are increasingly being
used by inbox providers.

32. Ohana: Email Marketing Support
• Use on-site behavior and intent data generated
from campaigns to segment email lists
• Pin-point individual abandoners
• Email re-market to prospects automatically with
OhanaQB API integration with email providers
like Mailchimp
• Re-target email openers on display

33. Coupons & Discounts
• Proliferation of coupons websites encourage
visitors to abandon shopping cart to look for
coupons before converting
• You end up paying affiliates for transactions
which are not necessarily generated by them
• Most merchants are not bidding on their own
coupons “xyz.com discount coupon”

34. Start your own coupons sub-site like Macy’s did

35. How Ohana can help
Sorry
We can’t ! 

36. Audience
• You only make money from paid-for customers if they buy
repeatedly from you.
• Implication: The ONLY way to extract ROI is to mine the
data to fetch them back, and personalize your interactions
with them.
• Critical for e-tailers to build data assets and manage data.
• Critical to ensure you work with a trusted partner – be
aware of data leakage

37. Ohana Support
• Audience segmentation & data management
functionality.
• Plugin your CMS with our audience
segmentation.
• Custom Analytics for your most difficult online
marketing questions.

38. Mahalo!
To know more Email us :
aloha@ohana-media.com