E-Commerce Marketing Secrets

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@NATL_POSITIONS

TODAY’S PRESENTERS• Jana Fun– Marketing Manager, MixRank• David Jaeger – Director of SEM, National Positions• Adam de Jong – Marketing Director, National

Positions

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A competitive spy tool for contextual and display ads.

See exactly where your competitors are buying traffic and which ad copy is generating profit.

Data from over 93,000 Google Display Network publishers.

MIXRANK

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An industry leading Internet marketing, and one of Inc. Magazine’s fastest growing companies in the US.

With over 1,500 clients around the globe and a 95% retention rate—we know that improving your business is our business.

Our dedicated team of Internet marketing and ecommerce experts can get your products seen, and sold, all over the web.

NATIONAL POSITIONS

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OVERVIEW• The State of E-Commerce• The Importance of Business Metrics• Competitive Intelligence• Compelling Marketing• SEO: How to Prevail over Panda & Penguin • Advanced PPC Strategies• Product Listing Ads Revealed• Converting Traffic Into Sales• Conclusion

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THE STATE OF E-COMMERCE

SOURCE: IDC, MAR 2012

35% of the world is

online (2.3B people)+55%340M

Tweets per day+13,500%

MobileAccounts for 10% of

consumers’ time and

12% of internet traffic+67%

1BFacebook users

+233%

4BYouTube views

per day+300%

23MMonthly unique

visitors to Pinterest

$224BUS E-commerce

market+53%

THE WAY WE SHOP NOW

Positive consumer reviews increase their level of trust in a business

Source: Forrester Sales Forecast, Google/Shopper Sciences Zero Moment Macro Study , April 2011; Search Engine Land “Local Consumer Review Survey” 2012; AYTM Market Research via Emarketer; The e-tailing group superior shopping experiences via videa

Nearly 50% of retail sales will be online or influenced by web-research this year

They transition between devices while shopping

Shoppers use 10+ sources on average on the path to purchase

SOURCE: IDC, MAR 2012

Branding is crucial. Without it you must compete on price & shipping alone!

?

BUSINESS METRICS & TARGETS

Source: Forrester Sales Forecast, Google/Shopper Sciences Zero Moment Macro Study , April 2011; Search Engine Land “Local Consumer Review Survey” 2012; AYTM Market Research via Emarketer; The e-tailing group superior shopping experiences via videa

Cost Per Acquisition Targets ROAS or Cost of Sale Branded vs. Non-Branded Call Tracking

COMPETITIVE INTELLIGENCE

Source: Forrester Sales Forecast, Google/Shopper Sciences Zero Moment Macro Study , April 2011; Search Engine Land “Local Consumer Review Survey” 2012; AYTM Market Research via Emarketer; The e-tailing group superior shopping experiences via videa

Adwords Keyword Tool: See the search volume of each keyword and it’s competition.

Adwords Traffic Estimator: Find out the CPC for your most coveted keywords.MixRank: Find out where your competitors are advertising in Display, which ads are working and what their doing to make money.

COMPELLING MARKETINGCommunicate the value of your offer in 95 characters!

1. Qualifiers 2. Calls to Action3. Risk Reduction4. Credibility5. Perceived Value6. Product Features

POST-PANDA SEO STRATEGY

1. Content2. Microformatting/rich snippets3. Fix those broken links4. Fix Canonical tags & unfriendly URLs

POST-PENGUIN SEO STRATEGY

1. No-follow/disavow toxic links2. Quality links over quantity3. Diversify your linking profile4. Build relationships, not links.5. Creating branding citations

GOOGLE’SPRODUCT LISTING ADS

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WHAT DO THEY DISPLAY?Top Ads (5)

Right Ads (8)

- Google.com & Google Shopping

- Desktop, mobile & tablet

WHY DO THEY MATTERSince launching to all US advertisers in Nov 2010, Product Listing Ads have seen significant growth with advertiser adoption and product improvements

Nov 2010 to Dec 2011

PLA

Tra

ffic +600

% traffic growth YoY globally

2X CTR vs. text ads

Standardized CPA PLA CPA0

10

20

30

40

50

60

70

80

90

100

Average Cost Per Sale Via Google Shopping is 23%

lower

Cost Per Sale by Click Type

Mar 2012 Mar 20130

100

200

300

400

500

600

700

Biggest Paid Sales Increase due to PLAs

Monthly Sales

Mar 2012 Mar 20130%

20%

40%

60%

80%

100%

120%

140%

160%

180%

Avg. Paid Sales Increase Due to PLAs

Avg. Paid Sales Increase Due to PLA's

Text Ads56%

PLAs44%

Google Shopping % of Sales

Better Data Feeds. Better Results. More Sales

FAST RESULTS FROM PLAS

736%

82%1112%

53%

SOFTWARE CLIENT

Channel: Before (30 Days)

After (30 Days)

Google Shopping

$2,821.02 $23,583.80

MOTORCYCLE APPAREL/PARTS

Channel: Before (30 Days)

After (30 Days)

Google Shopping

$11,179.53 $17,111.04

AUTO ACCESSORY CLIENT

Channel: Before (30 Days)

After (30 Days)

Google Shopping

$68,514.00 $124,658.00

Nextag $2,016.61 $24,436.20

PPC: ADWORDS NINJA TIPS Use Pricing In Ads Targeting by Model Number Adwords Scripts Remarketing

Tagging vs. Using Analytics URL Category Targeting Dynamic Display Ad Targeting

PLA NINJA TIPS Optimized Data Required Product by Product Segmentation Unclick the import from Nextag etc. (bids are way

cheaper) Bid Optimization by Product – Prepare for the future by

optimizing bids for CPA / ROAS / Margin 1¢ Bid Strategy Using Negative Keywords / Search Query Report to

manage which products show for which keywords

CONVERTING TRAFFIC INTO SALES.

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CONVERSION OPTIMIZATION1. Easy and user-friendly

navigation2. Optimized product pages3. Save shopping cart

abandoners4. Dynamic remarketing

GET YOUR FREE AUDIT! Pay Per Click Campaign Review & Recommendations

Google Shopping Review & Recommendations

Get actionable techniques specifically for your campaign goals

David JaegerPhone: 818.224.7517

Email: Davidj@nationalpositions.com

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THANKS FOR ATTENDING.

QUESTIONS OR COMMENTS?

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