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Cart Abandonment Masterclass - Paid Search Strategy

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CART ABANDONMENT STRATEGIES TO CLOSE THE FUNNEL
People come to your website constantly and leave their shopping cart without buying. It’s time to really make sure your prospective buyers do not forget about you, and come back to make their purchase with you, and not a competitor. We’ll go over some strategies to make sure the purchase funnel is closed and your sales grow!

Publicada em: Varejo
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Cart Abandonment Masterclass - Paid Search Strategy

  1. 1. How to Deploy the Ultimate Cart Abandonment Strategy Masterclass Using Email, Paid Media, CRO and Site Optimization to Grow Ecommerce Sales
  2. 2. 9:30 - 9:45 am PT VWO PRESENTS: OPTIMIZING THE POST-CLICK EXPERIENCE TO IMPROVE CHECKOUT RATE 11 - 11:45 am PT TINUITI PRESENTS: BUILD A CART ABANDONMENT RECOVERY STRATEGY VIA SOCIAL ADS Today’s Timeline TINUITI PRESENTS: CART ABANDONMENT STRATEGIES TO CLOSE THE FUNNEL BOUNCEX PRESENTS: ADVANCED TACTICS FOR A FULL-FUNNEL TRIGGERED EMAIL PROGRAM 10 - 10:45 am PT 1 - 1:45 pm PT12 - 12:45 pm PT TINUITI PRESENTS: IMPORTANCE OF AN INTEGRATED MEDIA STRATEGY
  3. 3. Today’s Logistics ● Session recording and slides will be sent ● Submit questions to our panelists ● Join in on our poll questions throughout ● Resources available as handouts Analicia Santaella Partner Coordinator
  4. 4. Experts-Only Approach Strategic acquisitions have positioned us as the leading independent performance marketing agency Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Affiliate • Conversion Rate Optimization • Creative Services • Analytics & Marketing Science
  5. 5. Today’s Speakers Matthew Devinney Sr. Strategist, Paid Search
  6. 6. Agenda Audience Identification & Creation Campaign Tactics & Recommended Structure Bid Strategy & Scaling Messaging & Ad Copy Best Practices
  7. 7. Do you feel like you are maximizing cart abandoners to their full potential? Poll Question ● Yes ● No ● Not Sure
  8. 8. Audience Identification & Creation
  9. 9. Copyright 2017 - Q4 Amazon Virtual Summit Know & Understand Your Audience
  10. 10. Copyright 2017 - Q4 Amazon Virtual Summit Know & Understand Your Audience
  11. 11. Copyright 2017 - Q4 Amazon Virtual Summit Where To Build Audiences
  12. 12. Copyright 2017 - Q4 Amazon Virtual Summit Know & Understand Your Audience 1 Visits Site Adds To Cart 3 $$$$$ 4 Visits Category / Product Page 2 1 Within 1 Day Within 1 Week 2 Within 1 Month 3 Within 1 Year 4
  13. 13. Copyright 2017 - Q4 Amazon Virtual Summit Your Sample Audience Breakdown 1 1-Day Cart Abandoner Best Converting Segment, likely ready to buy now 3 2-Week Cart Abandoner Good Converting Segment, may be researching still 5 1+ Month Cart Abandoner Long-play consideration, be present 2 1-Week Cart Abandoner Strong Converting Segment, still likely ready to buy now 4 1-Month Cart Abandoner Lower volume, semi-likely to still buy
  14. 14. Campaign Tactics & Recommended Structure
  15. 15. Copyright 2017 - Q4 Amazon Virtual Summit Know Your Targeting Choices Targeting Target audiences in new, separated campaigns Specifically, only target audience(s) Segment account structure to scale Observation Layer audience on existing campaigns Report on, or bid differently for audiences Keep account structure simplified
  16. 16. Copyright 2017 - Q4 Amazon Virtual Summit Single Campaign Audience Strategy ● Can limit investment opportunity ● Can limit revenue opportunity ● Difficulty maximizing your bid strategy ● Messaging to your specific audience constrained
  17. 17. Copyright 2017 - Q4 Amazon Virtual Summit Duplicate Campaigns for Audience Strategy ● Maximize investment opportunity for Cart Abandoners ● Maximize revenue opportunity for Cart Abandoners ● Maximize your bid strategy for Cart Abandoners ● Tailor messaging to your Cart Abandoners
  18. 18. Copyright 2017 - Q4 Amazon Virtual Summit DSAs + Audience Targeting Expand Reach Specifically ‘Target’ Cart Abandoners via DSA Campaigns to: ● Expand reach & coverage to cart abandoners on Search ● Appear on any relevant products your audience is searching on ● Show tailored, dynamically generated ads with promo messaging
  19. 19. Copyright 2017 - Q4 Amazon Virtual Summit Specifically ‘Target’ Cart Abandoners via Dynamic Retargeting Ads Campaigns to: ● Expand reach & coverage to cart abandoners on the GDN ● Appear on any site on the Google Display Network with a tailored product ad ● Show tailored, dynamically generated ads with exact product they added to cart Further Expansion w/ Dynamic GDN Retargeting
  20. 20. Bid Strategy & Scaling
  21. 21. Copyright 2017 - Q4 Amazon Virtual Summit Focus: Maximize Cart Abandoner Volume Impression Share Search impression rate is the percent of your ad impressions that are shown in the search results. Top Impression Share Search top impression rate is the percent of your ad impressions that are shown anywhere above the organic search results. Absolute Top Impression Share Search absolute top impression rate is the percent of your ad impressions that are shown as the very first ad above the organic search results.
  22. 22. Copyright 2017 - Q4 Amazon Virtual Summit Test Smart Bidding Strategies
  23. 23. Messaging & Ad Copy Best Practices
  24. 24. Copyright 2017 - Q4 Amazon Virtual Summit Win Back Your Abandoners, Subtly Focus on Slightly Changing Messaging Tailor ad copy for cart abandoners, but only slightly Test What Your Customers Actually Want Test percentages off, dollar-amount off, shipping options, etc to determine which callout helps people come back & BUY Avoid Repetition Do not bombard the searcher with multiple offers Instead, continue to tailor ads to be as relevant as possible while mixing in best promotional language
  25. 25. Copyright 2017 - Q4 Amazon Virtual Summit Messaging Tactics: Expanded Text Ads Keep Headline 1 Tailored This is the first aspect of the ad a user sees, make sure it aligns with the product category Focus On Headline 2 This headline will always show across devices. Mobile does not always show headline 3 Focus on Description Line 1 This headline will always show across devices. Mobile does not always show description line 2 Paths 1 & 2 Play a Part! Incorporating promotion type in paths can help further urge searchers to click back and buy Incorporate Urgency Messaging indicating short sales, countdown ads, help close sales quickly Use Subtle Remarketing Keep ads simple, but utilize promotional text to better standout from competition for these high value searchers
  26. 26. Copyright 2017 - Q4 Amazon Virtual Summit Messaging Tactics: Responsive Search Ads Add a Responsive Search Ad to each ad group to further: ● Expand reach & coverage to additional locations where text ads can show ● Easily add in and test various promotions/CTAs to have Google optimize ● Find the best performing ad combinations for your cart abandoners to further influence messaging strategy
  27. 27. Schedule Your 1:1 Strategy Evaluation
  28. 28. Q & A Matthew Devinney Sr. Strategist, Paid Search

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