Flip through this to learn about Search Engine Marketing 101 Best Practices for Campaign Tracking Measurement & Analytics Effective Google & Bing Features Hosted by RJMetrics and SEER Interactive.

2. Search Engine
Marketing 101

3. Glossary of Terms
• PPC – Pay per click, a term used to describe online advertising
methods in which the advertiser is charges only when a user clicks
on an ad
• SEM – Search engine marketing, often used synonymously with
PPC
• Google AdWords – Google’s online advertising program where you
pay only when a user clicks your ad
• Average CPC – average amount you paid per click
• PLAs – Product Listing Ads, Google’s paid inclusion shopping feed
• Conversion codes – used to track conversions on your website
#ecommerceSEM

4. Best Practices for
Tracking Performance

5. Best Practices
• Tag Your URLs
– AdWords has auto-tagging feature to ensure all URLs have
Google Analytics parameters
#ecommerceSEM

6. Best Practices
• Tag Your URLs
– For other advertising platforms, you must manually append
the parameters
– Can choose to do so on Google for greater control over
parameter values
– Tip: Use Google’s URL builder
http://bit.ly/URL-Builder
#ecommerceSEM

7. Best Practices
#ecommerceSEM

8. Best Practices
• What happens if you don’t tag your URLs correctly?
– Other traffic sources get credit for your work!
#ecommerceSEM

9. Best Practices
• Modify your Google Analytics (GA) & conversion
codes to track revenue
– Defaults do not contain the necessary lines of code to pull
in your revenue data
#ecommerceSEM

10. Best Practices
• Modify your Google Analytics (GA) & conversion
codes to track revenue
– Easy fix for conversion codes
#ecommerceSEM

11. Best Practices
• Modify your Google Analytics (GA) & conversion
codes to track revenue
– Different story for GA
– Update profile settings for ecommerce
– Need additional lines of code
#ecommerceSEM

12. Best Practices
• Modify your Google Analytics (GA) & conversion
codes to track revenue
– Great guide in Analytics Help Center http://bit.ly/GA-Ecomm
– Tip: Additional code tweaks needs for shopping carts that
live on another domain http://bit.ly/CrossDomain
#ecommerceSEM

13. Best Practices
• Why should I do all this?
– Gain insights to performance that you wouldn’t have
available
#ecommerceSEM

14. Best Practices
• Why should I do all this?
– AdWords can show you that your brand name is driving the
majority of your sales
#ecommerceSEM

15. Best Practices
• Why should I do all this?
– GA can tell you what these customers are buying
#ecommerceSEM

16. Measurement &
Analytics

17. Effective Bidding Practices
• Use conversion columns in Google to quickly assess
performance & ROI
– Total Conv. Value, Value/Click, Value/Cost
#ecommerceSEM

18. Effective Bidding Practices
• Assign unique strategies based on intent of query
– Purchase vs. research
vs
#ecommerceSEM

19. Effective Bidding Practices
• Use a Conversion Assist report to help calculate the
true value of each keyword
#ecommerceSEM

20. Effective Bidding Practices
• Evaluate performance based on first 90-day of
Customer Lifetime Value
• Instead of
Try using
#ecommerceSEM

21. Effective Ad Copy Practices
• What makes you stand out among competitors?
#ecommerceSEM

22. Effective Ad Copy Practices
• Make sure to test different offers
CTR 2X Higher
#ecommerceSEM

23. Effective Ad Copy Practices
• Make sure to test different offers
– Tip: Ad copy rotation default setting is to optimize for
maximum clicks, this is not your best bet for testing
#ecommerceSEM

24. Effective Landing Page Strategies
• Where should you send your traffic?
#ecommerceSEM

25. Effective Landing Page Strategies
• Where should you send your traffic?
– Make sure your site is mobile optimized if you are targeting
mobile devices
• Product images should be large and clear on a smaller screen
• Add to cart button should be thumb-clickable
#ecommerceSEM

26. Cohort Analysis 101
• Compare campaigns using Cohort Analysis
#ecommerceSEM

27. Effective Features
within Adwords &
Bing Ads

28. Effective Advertising Features
• Test AdWords Remarketing
– Show your ads to audiences who have already visited your
site
#ecommerceSEM

29. Effective Advertising Features
• Test AdWords Remarketing
– Target users who abandoned cart or have low retention
– Upsell to users who had previously converted
• Only signed up for newsletter? Serve them ads to buy
#ecommerceSEM

30. Effective Advertising Features
• AdWords Remarketing – New Features
– Remarketing Lists for Search Ads (RLSA)
• Great way to break into competitive high CPC terms
– Dynamic Remarketing
• Use your Google Merchant Center account and dynamic
remarketing pixel to target visitors with specific products
viewed
– Similar Audiences
• One client increased revenue from the Google Display Network
by 31%
#ecommerceSEM

31. Effective Advertising Features
• Test Product Listing Ads (PLAs)
– 8 out of the top 20 AdWords advertisers had more
impressions from PLAs than standard text ads (source) *
#ecommerceSEM

32. Effective Advertising Features
• Test Product Listing Ads (PLAs)
– One SEER client saw 33% cheaper CPCs for comparable
keywords
– Also had a 11% higher conversion rate
#ecommerceSEM

33. Effective Advertising Features
• Test Product Listing Ads (PLAs)
– Use the optional adwords_grouping and adwords_label
columns to control budget allocation and bids
– By pulling regular search query reports (SQR) and adding
negatives, optimize your ad groups and eliminate inefficient
spend
#ecommerceSEM

34. Effective Advertising Features
• Use Google Ad Extensions & increase your real
estate
–
–
–
–
Sitelink Extensions
Call Extensions
Location Extensions
Offer Extensions
#ecommerceSEM

35. Key Takeaways

36. Do These Now!
–
–
–
–
–
–
–
Track revenue from PPC campaigns
Analyze a conversion assist report
Test, test, and test again
Be cognizant of default ad rotation settings
Evaluate your landing pages
Start remarketing to your visitors
Enable sitelinks
#ecommerceSEM