Today’s top ecommerce marketing secrets
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This document summarizes an e-commerce marketing presentation. It discusses: 1) The state of e-commerce and growth trends in online shopping. 2) The importance of business metrics, competitive intelligence, compelling marketing, SEO, and advanced PPC strategies. 3) Details on Google's Product Listing Ads and tips to increase sales through these listings. 4) Additional tips provided on conversion optimization and getting a free audit of marketing campaigns.
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Today’s top ecommerce marketing secrets
- 3. TODAY’S PRESENTERS • Jana Fun– Marketing Manager, MixRank • David Jaeger – Director of SEM, National Positions • Adam de Jong – Marketing Director, National Positions #PLAninjas
- 4. A competitive spy tool for contextual and display ads. See exactly where your competitors are buying traffic and which ad copy is generating profit. Data from over 93,000 Google Display Network publishers. MIXRANK #PLAninjas
- 5. An industry leading Internet marketing, and one of Inc. Magazine’s fastest growing companies in the US. With over 1,500 clients around the globe and a 95% retention rate—we know that improving your business is our business. Our dedicated team of Internet marketing and ecommerce experts can get your products seen, and sold, all over the web. NATIONAL POSITIONS #PLAninjas
- 6. OVERVIEW • The State of E-Commerce • The Importance of Business Metrics • Competitive Intelligence • Compelling Marketing • SEO: How to Prevail over Panda & Penguin • Advanced PPC Strategies • Product Listing Ads Revealed • Converting Traffic Into Sales • Conclusion #PLAninjas
- 7. THE STATE OF E-COMMERCE SOURCE: IDC, MAR 2012 35% of the world is online (2.3B people) +55% 340M Tweets per day +13,500% Mobile Accounts for 10% of consumers’ time and 12% of internet traffic +67% 1B Facebook users +233% 4B YouTube views per day +300% 23M Monthly unique visitors to Pinterest $224B US E-commerce market +53%
- 8. THE WAY WE SHOP NOW Positive consumer reviews increase their level of trust in a business Source: Forrester Sales Forecast, Google/Shopper Sciences Zero Moment Macro Study , April 2011; Search Engine Land ―Local Consumer Review Survey‖ 2012; AYTM Market Research via Emarketer; The e-tailing group superior shopping experiences via videa Nearly 50% of retail sales will be online or influenced by web-research this year They transition between devices while shopping Shoppers use 10+ sources on average on the path to purchase SOURCE: IDC, MAR 2012
- 9. Branding is crucial. Without it you must compete on price & shipping alone! ?
- 10. BUSINESS METRICS & TARGETS Source: Forrester Sales Forecast, Google/Shopper Sciences Zero Moment Macro Study , April 2011; Search Engine Land ―Local Consumer Review Survey‖ 2012; AYTM Market Research via Emarketer; The e-tailing group superior shopping experiences via videa Cost Per Acquisition Targets ROAS or Cost of Sale Branded vs. Non-Branded Call Tracking
- 11. COMPETITIVE INTELLIGENCE Source: Forrester Sales Forecast, Google/Shopper Sciences Zero Moment Macro Study , April 2011; Search Engine Land ―Local Consumer Review Survey‖ 2012; AYTM Market Research via Emarketer; The e-tailing group superior shopping experiences via videa Adwords Keyword Tool: See the search volume of each keyword and it’s competition. Adwords Traffic Estimator: Find out the CPC for your most coveted keywords. MixRank: Find out where your competitors are advertising in Display, which ads are working and what their doing to make money.
- 12. COMPELLING MARKETING Communicate the value of your offer in 95 characters! 1. Qualifiers 2. Calls to Action 3. Risk Reduction 4. Credibility 5. Perceived Value 6. Product Features
- 13. POST-PANDA SEO STRATEGY 1. Content 2. Microformatting/rich snippets 3. Fix those broken links 4. Fix Canonical tags & unfriendly URLs
- 14. POST-PENGUIN SEO STRATEGY 1. No-follow/disavow toxic links 2. Quality links over quantity 3. Diversify your linking profile 4. Build relationships, not links. 5. Creating branding citations
- 16. WHAT DO THEY DISPLAY? Top Ads (5) Right Ads (8) - Google.com & Google Shopping - Desktop, mobile & tablet
- 17. WHY DO THEY MATTER Since launching to all US advertisers in Nov 2010, Product Listing Ads have seen significant growth with advertiser adoption and product improvements Nov 2010 to Dec 2011 PLATraffic +600% traffic growth YoY globally 2X CTR vs. text ads
- 18. 0 10 20 30 40 50 60 70 80 90 100 Standardized CPA PLA CPA Average Cost Per Sale Via Google Shopping is 23% lower Standardized CPA PLA CPA
- 19. 0 100 200 300 400 500 600 700 Mar 2012 Mar 2013 Biggest Paid Sales Increase due to PLAs Mar 2012 Mar 2013
- 20. 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% Mar 2012 Mar 2013 Avg. Paid Sales Increase Due to PLAs Mar 2012 Mar 2013
- 21. Text Ads 56% PLAs 44% Google Shopping % of Sales
- 24. Better Data Feeds. Better Results. More Sales
- 25. FAST RESULTS FROM PLAS 736% 82% 1112% 53% SOFTWARE CLIENT Channel: Before (30 Days) After (30 Days) Google Shopping $2,821.02 $23,583.80 MOTORCYCLE APPAREL/PARTS Channel: Before (30 Days) After (30 Days) Google Shopping $11,179.53 $17,111.04 AUTO ACCESSORY CLIENT Channel: Before (30 Days) After (30 Days) Google Shopping $68,514.00 $124,658.00 Nextag $2,016.61 $24,436.20
- 26. PPC: ADWORDS NINJA TIPS Use Pricing In Ads Targeting by Model Number Adwords Scripts Remarketing Tagging vs. Using Analytics URL Category Targeting Dynamic Display Ad Targeting
- 27. PLA NINJA TIPS Optimized Data Required Product by Product Segmentation Unclick the import from Nextag etc. (bids are way cheaper) Bid Optimization by Product – Prepare for the future by optimizing bids for CPA / ROAS / Margin 1¢ Bid Strategy Using Negative Keywords / Search Query Report to manage which products show for which keywords
- 29. CONVERSION OPTIMIZATION 1. Easy and user-friendly navigation 2. Optimized product pages 3. Save shopping cart abandoners 4. Dynamic remarketing
- 30. GET YOUR FREE AUDIT! Pay Per Click Campaign Review & Recommendations Google Shopping Review & Recommendations Get actionable techniques specifically for your campaign goals David Jaeger Phone: 818.224.7517 Email: Davidj@nationalpositions.com #PLAninjas
Notas do Editor
- We all know technology is changing the world. There are new stats every day about how fast the web is growing, the new technology that helps you engage with your consumer, the websites they visit, the hours they spend on their mobile phonesStats:4.4 Hrs of leisure time is spent in front of “screens” on a daily basisMobile accounts for 10% of consumers time and 12% of global internet traffic$224B US E-commerce market4B YouTube views per day (up +300% from 2009)1B Facebook users (up +233% from 2009)20% of US Ad Spend is now allocated to digital 23M Mobile Unique Visitors to Pinterest
- 67% Of consumers start shopping on one device and transition to another58% Of shoppers say positive consumer reviews increase level of trust in a business52%Of shoppers are more confident in making a purchase after viewing a product video Consumers’ expectations have increased in terms of access to information in-store, online and on mobile devices and, therefore, retailers must mold their 2013 commerce strategies to align with these significant changes in consumer needs. Retailers should add value to their physical and digital shopping venues by providing consumers with a cross-channel environment on which they can research and complete a purchase through the channel of their choice, according to a Cisco Systems executive at the National Retail Federation’s Retail’s Big Show 2013."We have taken a number of steps to make the shopping experience online mirror the stores, and vice versa," said Jeff Kantor, chairman of Macys.com. "We want customers to be able to shop Macy's whenever, wherever and however they prefer. Reaching customers through stores, online and mobile gives us a lot of flexibility."Read more: http://www.crainsnewyork.com/article/20130113/RETAIL_APPAREL/301139971#ixzz2Hyo5dXK0Use Target article.Example of pop up on tabletpeople are still on their phones in storesWant hassle free returnsWant free shippingWant to find their size in store, and best price in storeSame Day DeliveryTalkBin/Google: Send feedback in store via text: http://www.youtube.com/watch?v=TBjvWzOqGhk
- The same is true online
- 67% Of consumers start shopping on one device and transition to another58% Of shoppers say positive consumer reviews increase level of trust in a business52%Of shoppers are more confident in making a purchase after viewing a product video Consumers’ expectations have increased in terms of access to information in-store, online and on mobile devices and, therefore, retailers must mold their 2013 commerce strategies to align with these significant changes in consumer needs. Retailers should add value to their physical and digital shopping venues by providing consumers with a cross-channel environment on which they can research and complete a purchase through the channel of their choice, according to a Cisco Systems executive at the National Retail Federation’s Retail’s Big Show 2013."We have taken a number of steps to make the shopping experience online mirror the stores, and vice versa," said Jeff Kantor, chairman of Macys.com. "We want customers to be able to shop Macy's whenever, wherever and however they prefer. Reaching customers through stores, online and mobile gives us a lot of flexibility."Read more: http://www.crainsnewyork.com/article/20130113/RETAIL_APPAREL/301139971#ixzz2Hyo5dXK0Use Target article.Example of pop up on tabletpeople are still on their phones in storesWant hassle free returnsWant free shippingWant to find their size in store, and best price in storeSame Day DeliveryTalkBin/Google: Send feedback in store via text: http://www.youtube.com/watch?v=TBjvWzOqGhk
- 67% Of consumers start shopping on one device and transition to another58% Of shoppers say positive consumer reviews increase level of trust in a business52%Of shoppers are more confident in making a purchase after viewing a product video Consumers’ expectations have increased in terms of access to information in-store, online and on mobile devices and, therefore, retailers must mold their 2013 commerce strategies to align with these significant changes in consumer needs. Retailers should add value to their physical and digital shopping venues by providing consumers with a cross-channel environment on which they can research and complete a purchase through the channel of their choice, according to a Cisco Systems executive at the National Retail Federation’s Retail’s Big Show 2013."We have taken a number of steps to make the shopping experience online mirror the stores, and vice versa," said Jeff Kantor, chairman of Macys.com. "We want customers to be able to shop Macy's whenever, wherever and however they prefer. Reaching customers through stores, online and mobile gives us a lot of flexibility."Read more: http://www.crainsnewyork.com/article/20130113/RETAIL_APPAREL/301139971#ixzz2Hyo5dXK0Use Target article.Example of pop up on tabletpeople are still on their phones in storesWant hassle free returnsWant free shippingWant to find their size in store, and best price in storeSame Day DeliveryTalkBin/Google: Send feedback in store via text: http://www.youtube.com/watch?v=TBjvWzOqGhk
- Unlike text search results, where the advertiser dictates what keywords/ads show for results; for the product Results:Step 1: The user types in a queryStep 2: The Shopping Engine processes the query, checks which products in their advertiser list are relevantStep 3: Returns up to 8 of them, based on bid price, CTR and QS
- Step 1: The Datafeed comes from any file that you have availableStep 2: We import the data into our serverStep 3: We export it in an optimized format for every individual engineStep 4: We track performance, and tie it back into our platform, where we optimize bids
- Empty Feed = Empty Business