sem optimization for ecommerce sites

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Search Engine Marketing 101

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

Best Practices for Tracking Performance

Best Practices• Tag Your URLs

– AdWords has auto-tagging feature to ensure all URLs have Google Analytics parameters

#ecommerceSEM

#ecommerceSEM

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

Best Practices

#ecommerceSEM

Best Practices• What happens if you don’t tag your URLs

correctly?– Other traffic sources get credit for your work!

#ecommerceSEM

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

Best Practices• Modify your Google Analytics (GA) &

conversion codes to track revenue– Easy fix for conversion codes

#ecommerceSEM

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

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

Best Practices• Why should I do all this?

– Gain insights to performance that you wouldn’t have available

#ecommerceSEM

Best Practices• Why should I do all this?

– AdWords can show you that your brand name is driving the majority of your sales

#ecommerceSEM

Best Practices• Why should I do all this?

– GA can tell you what these customers are buying

Measurement & Analytics

Effective Bidding Practices• Use conversion columns in Google to quickly

assess performance & ROI– Total Conv. Value, Value/Click, Value/Cost

#ecommerceSEM

#ecommerceSEM

Effective Bidding Practices• Assign unique strategies based on intent of

query– Purchase vs. research

vs

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Effective Bidding Practices• Use a Conversion Assist report to help

calculate the true value of each keyword

#ecommerceSEM

Effective Bidding Practices• Evaluate performance based on first 90-day

of Customer Lifetime Value

• Instead of

Try using

#ecommerceSEM

Effective Ad Copy Practices• What makes you stand out among

competitors?

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Effective Ad Copy Practices• Make sure to test different offers

CTR 2X Higher

#ecommerceSEM

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

Effective Landing Page Strategies• Where should you send your traffic?

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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

Cohort Analysis 101• Compare campaigns using Cohort Analysis

Effective Features within Adwords & Bing Ads

#ecommerceSEM

Effective Advertising Features• Test AdWords Remarketing

– Show your ads to audiences who have already visited your site

#ecommerceSEM

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

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

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

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

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

Effective Advertising Features• Use Google Ad Extensions & increase your

real estate– Sitelink Extensions– Call Extensions – Location Extensions– Offer Extensions

Key Takeaways

#ecommerceSEM

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