Sales always drive revenue…mobile doesn’t convert…only women buy handbags. PPC marketers quickly buy into the same beliefs over & over again about expected eCommerce performance outcomes. But where’s the data to back it up?? Have you checked all your assumptions at the door when approaching PPC in the eCommerce space? In this session, let’s reexamine the practices we preach and debunk some common paid search assumptions around:
- Promotions & Sales
- Bidding strategy
- Device targeting
- Demographic purchasing behaviors
2. @M addieMarketer | @point_it
Director of Paid Search at Point It
US Search Award winner: Best PPC Agency
Oversee $65M+ in yearly media
Lead awesome + talented paid search department
40 account managers
60 countries
30 languages
Small to enterprise, across verticals
3. @M addieMarketer | @point_it
You’ll Walk Away With
PROBLEM
What
happens
when we
assume…
IMPACT
What’s the
effect on
paid search
performance
FIXING IT
What are the
actions you
can take now
to fix it
RESULTS!
Be better
marketers,
drive better
RESULTS
5. Why do we assume?
@M addieMarketer | @point_it
Uh….to SURVIVE
Emotions vs. Reason
Those who survived used
emotional radar = instinct
Quick decision making
Emotions = first “screener”
to all information receivedLOOK ALIVE, GIRL!
6. Humans being humans
@M addieMarketer | @point_it
We get too comfortable making
assumptions about
audiences in e-commerce
Because we are
HUMANS
who think we know about other
HUMANS
ALRIGHT NOW…
WHOSE BABY IS THAT??
7. Keywords vs. Audience
@M addieMarketer | @point_it
DYNAMIC
Customized Content
Dynamically Generated & Served
AUDIENCE Focused
STATIC
Static Ad Content
Standard Ad Serving
KEYWORD Focused
9. Most Common
@M addieMarketer | @point_it
•
Promotions
& Sales
WANT
Bidding
Strategy
LOOK FOR
Device
Targeting
USE ARE
Demographic
Targeting
We assume that we know what searchers…
11. Too Many? Too Few?
@M addieMarketer | @point_it
BF-CM 2015 BF-CM 2016
REVENUE
Online consignment client
never did promos or sales
Black Friday discount test =
+30% YoY increase
in revenue + orders
12. Percentage vs. Dollar Off
@M addieMarketer | @point_it
15% OFF $50 OFF
Ad Copy Study
What’s the original price? Over/under $100?
How difficult is the mental math?
Which “sounds” higher?
What’s the perceived value or quality of product?
“It Depends” Don’t assume you know what will work:
13. @M addieMarketer | @point_it
Shipping More Important
80M9 of 1060%
of abandoned
cart rates
linked to
shipping
costs
estimated
Amazon
Prime Members
worldwide, who
look for
1-2 day delivery
consumers
say
free shipping
#1 incentive
to shop
online
14. @M addieMarketer | @point_it
“To increase sales
always bid to
Position 1.0”
ASSUMPTION: WHAT SEARCHERS LOOK FOR
15. @M addieMarketer | @point_it
Diminishing Returns
INVESTMENT
R
E
T
U
R
N
Pos 1.0
Low demand
Capturing it all
Pos 1.0
Increased investment,
revenue growth!
Pos 1.0
Additional cost not
driving more return
Competitors
- How many
- How much they invest
Available query volume
Bidding for Pos 1.0
is not a sure thing
Budget limitations
Sustained ROI
16. @M addieMarketer | @point_it
“Bidding on
Brand keywords
is a waste of money.
Organic will pick it up!”
ASSUMPTION: WHAT SEARCHERS LOOK FOR
17. @M addieMarketer | @point_it
#TeamBidOnBrand
50% incremental click lift lost when organic only
Could lose +80% paid search revenue
Dominate SERP results
Control & test your brand messaging
Direct landing experience beyond homepage
Additional bells & whistles via sitelinks & extensions
Push out your competitors
Capture high value consumers
Measure brand awareness & query demand over time
Paid branded clicks have 4X higher conv rates vs. non-brand
I
BRAND PPC
Generate trust & authority
Still not convinced? You also…
18. @M addieMarketer | @point_it
“Mobile
doesn’t work
for paid search
eCommerce”
ASSUMPTION: WHAT SEARCHERS USE
19. @M addieMarketer | @point_it
Stop Ignoring Mobile
Number of Mobile devices
has surpassed Desktop
Mobile search volume
has also surpassed Desktop
20. @M addieMarketer | @point_it
Cross-Device Purchasing
We approach Desktop & Mobile
as if their audiences don’t overlap
21. @M addieMarketer | @point_it
Mobile Growth
Mobile
e-Commerce
is growing
300x
faster
than
e-Commerce
23. Enterprise client
decided to test
mobile checkout
Sure, mobile only
added +5% lift
But who wants to
tell their boss
they missed out on
$4M in revenue??
95%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Desktop/Tablet Mobile
$3.7M
in
additional
revenue
“Too big” for mobile
@M addieMarketer | @point_it
24. @M addieMarketer | @point_it
“Only women buy
[jewelry, handbags,
clothing, etc]”
ASSUMPTION: WHO SEARCHERS ARE
25. @M addieMarketer | @point_it
Ladies Rule, Guys Cool Too
High-end
handbag client
wanted to
exclude men
from search targeting
15%
of revenue
85%
of revenue
2x higher
AOV
26. @M addieMarketer | @point_it
Don’t Assume The Buyer
Find the Perfect
Gift For Him
Find the Perfect
Gift For Her
Wordstream
case study
Originally used
“Gift for Him or Her”
for Valentine’s Day
promotion
+60% CTR
+140% CVR
+30% CTR
+110% CVR
27. @M addieMarketer | @point_it
“Old people don’t
purchase online”
ASSUMPTION: WHO SEARCHERS ARE
28. @M addieMarketer | @point_it
“Old” People Got It Down
1 in 4
online shoppers
is 54 or older
I’M KILLIN’ IT
29. @M addieMarketer | @point_it
“Young people
don’t want to buy.
They want everything
cheap or free”
ASSUMPTION: WHO SEARCHERS ARE
30. @M addieMarketer | @point_it
Young Money
Depiction of your
average Millennial 52% More likely to make
impulse purchases
1/2
shop for
apparel 2x/month
vs. 1/3 of older gen
45%
spend 1 hour+
per day looking at
retail websites
37. THANK YOU
Check out our blog:
pointit.com/blog
@M addieMarketer | @point_it
Download this deck:
slideshare.net/ MaddieCary
Notas do Editor
That’s like saying the people in this stock photo know each other….no they don’t! They only know what they assume
Search demand has a leg up… people are coming to us with intent in hand. Our job is to decipher & understand that intent via their queries
Therefore, for years we’ve obsessed about keywords as the way to diagnose and understand our audience.
But to be better paid search marketers, we have to move beyond keywords and start better leveraging audience data. Especially for eCommerce accounts. The combination of both keywords + audience will elevate your search marketing to the next level, and those who don’t address it will be left in the dust.
Point It data
15% vs. $50 Off = 2008 ad copy study from Evo (previously Evogear), sited by Marketing Sherpa.
60% of cart abandonment rates are linked to Shipping & Handling Costs (Walker Sands Future of Retail Study, 2016)
9 out of 10 consumers say free shipping is the bo. 1 incentive to shop online (Walker Sands Future of Retail Study, 2016)
Estimated 80M Amazon Prime worldwide members, who expect/look for 1-2 day delivery (Geekwire Study)
3 STEP PROCESS
CHECK YO’SELF
COLLECT YO’SELF
TEST YO’SELF
AdWords – Demographic for Search, Device, Positional Analysis, Sales/Messaging testing
Analytics
Industry trend data resources
3 STEP PROCESS
CHECK YO’SELF
COLLECT YO’SELF
TEST YO’SELF
AdWords – Demographic for Search, Device, Positional Analysis, Sales/Messaging testing
Analytics
Industry trend data resources
Your options =
Target It
Exclude it
Bid it up/down
Create messaging for it
