How to Make Data Driven Decisions for eCommerce Marketing

Agenda● State of Search Marketing Industry● What Are Paid Search Jobs Like?● What Is the Difference Between PPC & SEO?● Why is Google AdWords So Cool?● Google Display Ads vs Google Search Ads● What Is A Paid Search Strategy?● What Is Optimization?● New Cool Fun Stuff In The SEM Space

So...

• eCommerce is growing

• Investment in online marketing is growing

• Paid search is the most invested online strategy

• Google is the dominant leader in paid search

Learning AdWords is a pretty solid career move

Getting A Job As A Search Marketer

Titles: Paid Search Analyst, PPC Coordinator, Search Engine Marketing Manager, Director Online Acquisition Marketing

Agency vs In-House

SalaryEntry level: $30k - $40k

5 - 7 yrs experience: $100K - $130K

Paid Search Isn’t SEO

Organic/Natural70% of Clicks

Paid Search/PPC30% of Clicks

Product Listing Ads

Why not just do SEO and always get free traffic?

“Oh, man, that was so much easier than putting.I should just try to get the ball in one shot every time.”“Good plan.”

Adwords the most effective

advertising medium ever?

A Word About Relevancy

“Everyone hates advertising in general, but we love advertising in particular.”

-Cindy Gallop

RelevancyGetting your message to just the right person at just the right time is worth a lot of money

The big promise of internet marketing is precise targeting

Why does Paid Search work so well?

Targeted

Measurable

Active

Targeted

location, devices, searches, languages, time of day

Measurable

Active

Advertise to those who have proven their intent to purchase

Determine User Search Intent & Types of Searches

Active

Use AdWords to prototype and test a book title

● Goal: use CTR to measure best book title ● 6 prospective titles 'Broadband and White

Sand', 'Millionaire Chameleon' and 'The 4-Hour Workweek'

● Bid on keywords related to the book's content including '401k' and 'language learning'

● for less than $200 he knew that "The 4-Hour Workweek" had the best click-through rate by far

AdWords vs Google Display Network (GDN)

Display Ads

Brand Awareness, Increase Visibility

Display Ad Remarketing

Setting The Paid Search Strategy

Business: Boulder Subaru

What management knows:

Average Sale Price of new Subarus = $10,000

Lead Conversion Rate = 30%

Budget = $2,000

How does Google determine which ad is shown & where?

Optimize

Increase CTR

Decrease CPC

Increase Conv. Rate

Increase Clicks

“boulder subaru dealer”

“mulching lawn mowers”

“acoustic electric guitars”

More Clicks - Expand Keywords

Bid Optimization Tools

• Marin

• Kenshoo

• Acquisio

The Long Tail

Margin VS Volume

High CTR, Low Conv. Rate = Bad Landing Page?

Lots Of Impressions, No Clicks = New AdText?

High QS, Low Avg. Pos, Low CPA = Bid Higher?

More Cool Stuff

Attribution Analysis

Remarketing Lists For Search

Dynamic Search Ads

AdWords Bidding Strategies

Target CPA or ROAS

Read This Stuff (via RSS feedly.com)

Blogshttp://www.kaushik.net/avinash/

http://sethgodin.typepad.com/

http://adwords.blogspot.com/

http://www.rimmkaufman.com/blog/

http://www.ppchero.com/

http://searchengineland.com/

http://adcontrarian.blogspot.com/

https://news.ycombinator.com/

BooksPurple Cow, Seth Godin

Long Tail, Chris Anderson

Web Analytics 2.0, Avinash Kaushik

Cognitive Surplus, Clay Shirky

So Good They Can’t Ignore You, Cal Newport

A Finish Line Coupon:

$10 Off Orders of $75 or More10SPIKE75Expires: March 31, 2014

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