ecommerce marketing channels

Hajrë HyseniUniversity of Hertfordshire

Nov 2011

eCommerce Marketing

1

Tuesday, 29 November 11

SEOPPC

Social MediaAffiliate Marketing

Shopping Channel ManagementMobile, Video, EmailDisplay Advertising

Online PR/blogsGoogle Adwords

Activity

2


PPC Providers

3

AdBrite Clicksor Bidvertiser

ExitJunction Google AdToll

Yahoo Target Point Fastclick


Key idea on PPC• You are advertising next to expressed demand -

people want what you are selling

• Google sells ad space through an auction based on price, effectiveness and landing page quality

• You have lots of control: Geolocation (geographical targeting), Dayparting, destination, creative, price

• You can choose how tightly your keywords are matched to search queries through broad, phase and exact matches

• PPC can reveal demand and trends and keywords that should be fed into your SEO activity

4


How to start? (1-3)

1. Create a Google AdWords Account Go To http://adwords.google.com and register a Google AdWords Account!

2. Set a Budget for a TEST Campaign Identify a budget for a 30 or 60 day Test period. The budget must be high enough to generate adequate sample data. Without Ad Impressions, there is no way of knowing the how effective your ad is.

3. Determine The Goal of the Adwords PPC Campaign

• Transactions - B2C companies, like eCommerce companies are looking for visitors to purchase their products

• Leads - B2B Companies, like Software companies to generate leads

• Branding – to capture all searchers of that Brand

• Video Views - track video views

• RSS Subscribers – track the new content that is being syndicated to relevant readers

5


How to start? (4-5)4. Identify keywords to purchase

6

5. Group relevant keywords

E.g. if you have a “Pet Store” in Boston, MA and you sell “Pet Supplies,” you should group those

keywords & variations into an Ad Group.

Example Ad Group

= {Pet Store Boston, Pet Store Boston MA, Pet Stores Boston, Pet Supplies

Store Boston, Pet Supply Store Boston, Pet Supply Store Boston MA, Pet Supplies Boston MA}


How to start? (6-7)

7. Create new text add for each Ad Group

7

6. Identify match types for your keywords

Exact Match - Your advertisement will only be impressed upon the searcher if the keyword you purchase exactly matches the Google search query.

Phrase Match – For Example, If I buy the keyword “Boston Pet Store” using phrase match and the searcher queries Google “Boston MA Pet Store” there is a chance my ad will be in that auction.

Broad Match – If you purchase the keyword “Pet” using Google’s broad match function, your advertisement may get into an auction for “pet dog” or “pet cat.”

Negative Keywords – A pet store and sell pet supplies, but do not sell “pets,” then a negative exact match keyword for “pet” and “pets.”

Headlines 25 characters only

Ad description 2x 35 characters

Think carefully about where the ad will go: landing pages, products, collections

Provide clear calls to action that respond to the message started in the ad - remember customer journeys


How to start? (8)

8

8. Check Campaign Settings: GEO Targeting & Networks

• Are you limited to doing business in a local area (state, country, territory)?

• If so, you will only want your ads to run in that particular location.

• To adjust the location of your ads, go to your Campaign -> Settings -> Location

• If you want to limit your ads to showing up on Google’s Search Engine and not the Display Network, you can un-check the “display” option in the “Networks” section


Buying keywords

9

Consider carefully the difference between broad and narrow phrases; in my example “Herts” versus “Herts

Holidays” or “Herts County”


10

Google Ads$8.58 billion first quarter of 2011

Google Investors (2011)


Sales Earnings £

11

• You make money when your revenue is greater than your costs

• This can be in the short or medium term

• The costs include products, packaging, shipping, labour, wastage, advertising, cost of ecommerce site, hosting etc

• Conversion rate: Only 1-3% of customers to a site buy (2 in every hundred visitors)

• Click-through rate: Perhaps 5% of people who see an ad click (1 in every 1,000 who see the ad, buy - assuming a 2% conversion)

• Typical display advertising might cost £20 CPM (per 1000 impressions)

• 10,000 impressions might cost £200 and generate £60 in sales (bad business!)


Keywords Availability?

12

It's an auction. 100 advertisers can bid on the same term. Those with the highest mix of price, quality and ad history will win the ad auction and have their ads

shown.


How to assess Ads?• How much companies pay? www.spyfu.com/uk/

• How does the pricing work? www.youtu.be/K7l0a2PVhPQ

• Tracking Ads effectiveness? AdWords & Google Analytics

• How much to spend daily? www.google.com/sktool/

• How profitable can adSense be for a site? Entirely dependent on the traffic you have to your site. If you have decent traffic for a blog you might make $100 per month

13


Your top tips

14

• Learn to write good clear ads

• Learn to generate lots of potential keywords

• Create excellent landing pages for your ads

• Set a realistic budget for your campaign

• Experiment with different creative messages

• Use analytics to track the effectiveness of your experiments


15

Socia

l Pre

senc

e


16

Social Media is bigFacebook

YouTubeWikipedia

TwitterLinkedin

& a lot more....


16

Mobile is bigTablets

Social Media is bigFacebook

YouTubeWikipedia

TwitterLinkedin

& a lot more....


Your customers aren’t just connected, they’re engaged

John & Tim (O’Reilly)17


18

Online Reputation

Remarkable content Sharing


19


GoDaddy vs God?

19


20

Activity 1http://goo.gl/3xlIn

Tuesday 6th Dec


http://goo.gl/3xlIn

http://goo.gl/3xlIn

21

Activity 2Get in Group of 4 to 5

Find OriginalFeatures.co.uk competitorse.g. Handforged.co.uk

using http://www.semrush.com/uk/

http://goo.gl/b2kC http://whoicompete.com/

then use Alexa.com to find our what are their most successful keywords that these competitors are using.

Email back your results in Group Report Format

(one report per group to be emailed only)

Tuesday 15th Dec


http://Handforged.co.uk/

http://Handforged.co.uk/

http://www.semrush.com/uk/

http://www.semrush.com/uk/

http://goo.gl/b2kC

http://goo.gl/b2kC

http://whoicompete.com

http://whoicompete.com

22

SEOPPC

Social MediaAffiliate Marketing

Shopping Channel ManagementMobile, Video, EmailDisplay Advertising

Online PR/blogsGoogle Adwords

Activity


23

Q/A


ecommerce marketing channels

Documents