Tips for standing out from the crowd by developing an eCommerce PPC strategy and understanding the benefits of having a more analytical approach and how to harness the data, were the focus of our presentation. We know that many of you will not have been able to attend so we thought we would take the opportunity to write a blog about it and share our insights. You can view the blog here. http://www.space48.com/ecommerce/ses-london-event As with many presentations, it is all in the words that surround this so the slides may not convey the full message so I have summarised our four key tips below and if you would like us to talk you through it, please do get in touch.

2. Latest Trends in eCommerce
Tactics
www.space48.com
@space48ers

3. Jon Woodall
Founder & Managing Director
@jon_woodall
Oliver Lees
Digital Marketing Manager
@oliver_lees

5. Tips for standing out from the crowd by developing an ecommerce PPC
strategy.
Understanding the benefits of having a more analytical approach and
harnessing the data.

6. Tip #1

8. Brand A
Brand B
Brand C
Brand D

9. By Brand / SKU

10. By Brand / SKU
Also Look To Isolate Best Sellers
In Their Own Ad Group Per
Brand To Ensure They have a
Clear Focus

11. Brand A
By Brand / Product Subcategories

12. Brand A
By Brand / Product Subcategories
Also consider
using Custom
Labels for other
groupings e.g.
high/low margin
- Then Combine
with other label
groupings.

13. Brand A
By Brand / SKU By Brand / Product Subcategories
27% Increase In CTR
82% Increase In Conversion Rate
14% Increase In Conversions
55% Reduction In CPA

14. Tip #2
Improving landing pages for Google Shopping campaigns

15. Typical
Bounce Rate
Avg. ??%

16. Typical
Bounce Rate
Avg. 70%

17. Option 1 Option 2

18. Option 1 Option 2
Typical Bounce Rate
Avg. 30% - 35%

19. Option 1 Option 2
Results In
Better user experience
Increases In Conversions
Reductions In CPA

20. Tip #3
Positional Bidding Strategies

21. Manage your positional bid strategy at keyword level
Position Clicks Impressions Cost Conversions Avg. CPC CPA CTR
Conversion
Rate
1-2 2145 65775 6148.06 125 £2.87 £49.18 3.26% 5.83%
2-3 607 16829 916.66 40 £1.51 £22.92 3.61% 6.59%

22. Manage your positional bid strategy at keyword level
Position Clicks Impressions Cost Conversions Avg. CPC CPA CTR
Conversion
Rate
1-2 2145 65775 6148.06 125 £2.87 £49.18 3.26% 5.83%
2-3 607 16829 916.66 40 £1.51 £22.92 3.61% 6.59%
How is this achieved in a whole account?

23. Automation
1. AdWords Scripts

24. Automation
1. AdWords Scripts
2. Automated bid adjustment rules in AdWords

25. Tip #4.1
Ad Extensions – Granular Approach

26. Tip #4.1
Ad Extensions – Granular Approach

27. Tip #4.1
Ad Extensions – Granular Approach

28. Tip #4.1
Ad Extensions – Granular Approach

29. Before
Tip #4.2
Ad Extensions – Sometimes Less Is More

30. Before
Tip #4.2
Ad Extensions – Sometimes Less Is More
After

31. Before
Tip #4.2
Ad Extensions – Sometimes Less Is More
After77% Increase In CTR
98% Increase Clicks
18% Increase In Conversion Rate
134% Increase In Conversions

32. Other Things To Think About
1. Time Of Day/Day Of Week Bid Schedules
2. Location Bid Adjustments
3. Mobile Strategy
4. Maximising the Ad Customiser

33. Summary
Tip #1
Get Granular
With Your
Shopping
Campaign
Structure &
Bidding strategy
Google Shopping

34. Summary
Tip #1
Get Granular
With Your
Shopping
Campaign
Structure &
Bidding strategy
Tip #2
Create Shopping
Campaign landing
pages that
provide a choice
of relevant
products
Google Shopping

35. Summary
Tip #1
Get Granular
With Your
Shopping
Campaign
Structure &
Bidding strategy
Tip #2
Create Shopping
Campaign landing
pages that
provide a choice
of relevant
products
Tip #3
Analyse data to
find your
positional
sweet spot &
create rules to
maintain it
Google Shopping Standard PPC Ads

36. Summary
Tip #1
Get Granular
With Your
Shopping
Campaign
Structure &
Bidding strategy
Tip #2
Create Shopping
Campaign landing
pages that
provide a choice
of relevant
products
Tip #3
Analyse data to
find your
positional
sweet spot &
create rules to
maintain it
Tip #4
Maximise your
ad extensions
on a granular
level –
especially for
mobile
Google Shopping Standard PPC Ads

37. Tel 01925 393510
Email: jon@space48.com / oliver@space48.com
www.space48.com