understanding adwords - an ecommerce perspective
Post on 18-Dec-2014
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Understanding Adwords
An Ecommerce Perspec�ve
Jill Robb – MD Ambi�on Digital The Only Digital Marke�ng Super Heroes Agency with an Ecommerce Background.
What is Pay Per Click? Adver�sing within the sponsored lis�ngs of a search engine or a partner site by paying either: each �me your ad is clicked (Pay Per Click-‐ PPC) when your ad is displayed (CPM-‐ Cost per thousand impressions) when a sale/ conversion is generated (CPA-‐ Cost per Acquisi�on) when a phone contact is generated which is “pay per call”
Why PPC? You can market to customers while they’re researching your product/service
You only pay when someone is interested in your ad You can test your ad copy and landing pages in real �me You can gain insight into how people talk about your product or service You can quickly drive sales/ conversions at a posi�ve ROI
PPC Drives Results & Captures Interest 67% of internet users have gone online to search for a product they saw adver�sed offline
Display, video ads & rich media all drive awareness and interest. Users then search for more info
89% of consumers research products online – 63% purchase offline
ALERT
AUDIENCE PARTICIPATION REQUIRED
Five PPC Comments: True or False? 1. “It doesn’t work” 2. “It’s a waste of money” 3. “It doesn’t result in sales” 4. “My brand is well known and doesn’t need it” 5. “we can’t use it-‐ we can only take orders over the phone”
All of the above are incorrect if: You develop a PPC strategy that works for your business You approach EVERYTHING from an ROI Perspec�ve
Why is Ecommerce Thinking Different? Everything comes down to a sale/ lead When you think like a retailer -‐ even when you aren’t, you are more focused on sales
Your site doesn’t accept payments? Doesn’t ma�er! Your site should s�ll be ‘selling’ your products/ services!
For every 100 people that visit your site you should have 2 genera�ng a lead/ sale
Applying Ecommerce Thinking to PPC Ecommerce retailers �e all marke�ng spend down to ROI Everything has to drive a return Ecommerce retailers o�en use advanced features of Paid Search to deliver greater conversion – Dynamic ads – Enhanced Campaigns – Loca�on Extensions – Sitelinks
If you look at all of your marke�ng spend in this way you can also improve returns
Dynamic Search Ads Dynamic Search Ads (DSA) are generated for you by Google. They target relevant customers with ads generated directly from your web site – dynamically These ads complement your existing keyword based campaigns to deliver more clicks and conversions with less effort
Why Use Dynamic Search Ads? It’s effective - during testing, most advertisers saw 5-10% more
clicks and conversions with satisfactory ROI It won’t compete with existing active keywords It will not affect your campaigns’ quality score You can use Sitelinks, location extensions, product extensions,
social extensions & phone extensions with your DSA campaign to match search queries to favourable landing pages
How do Dynamic Ads Work? When a relevant Google Search occurs, Google creates an ad with
a headline based on the search term used by your customer and text based on your most relevant landing page
The ad enters the auction and competes normally – but is held back for any search where you already have an eligible keyword-targeted ad
It also advertises more of your in-stock inventory - without making any changes to your existing keyword campaigns
Two Things to Keep in Mind 1. Every day 16% of searches are new searches that Google has
never seen before
2. Dynamic Search Ads keep your AdWords campaigns in sync with what you’re selling and what users are searching for right now
Enhanced Campaigns Enhanced cost-per-click (CPC) is a bidding feature on Google AdWords, it increases and decreases your bids automatically based on the likelihood of your ad converting This way, you get more value from your ad budget by:
– Making it easier to reach people across devices with the right ads, based on their specific location, time of day & device type.
– Helping you manage complex targeting, bidding & ads for different platforms like mobile and computers all within the same campaign.
– Reducing the number of campaigns you need to create.
Why Use Enhanced CPC? Increase profits
– It automatically allocates your money on clicks that are likely to convert
It allows you to experiment – It monitors its’ impact on your campaign by leaving a percentage of
your bids untouched Powerful advertising tools
– Manage bids across devices, locations and time Smarter ads optimised for varying user contexts
– Show the right creative, sitelink, app or extension based on the context of your prospective customers and the devices they’re using.
Advanced reports to measure new conversion types – Such as calls, digital downloads across devices
How Does it Work? Enhanced CPC will increase your max CPC bid by up to 30% when
it sees a good opportunity for better conversion rates It may also lower your max CPC by any amount (even more than
30%) if it determines a conversion isn't likely, so you'll pay less for clicks that convert less – Resulting in increased conversions
Loca�on Extensions-‐What are they? A map linked to your ads that
shows searchers how they can find you
Enhancements that allow searchers to see targeted relevant information in your ads such as location, phone number, and customer reviews
Display additional information across Google Search, Mobile and Google Maps
Why Use Loca�on Extensions? 97% of web users research online for products/services 20% of desktop searches are location related 1 in 3 mobile searches are location related Benefits- you can reach your customers
– While they are on Google Search – While they are on Google Maps – While they are on Google Mobile
Up to 4 times more ad space at the top of Google Search page Increase click-through-rate Boost your conversions Enhance your Google Maps listing Show people the distance to your location with
hyperlocal mobile format to drive people in-store
Adwords Sitelinks Sitelinks is a feature of AdWords that allows you to provide up to 6
additional destination URLs for users to your site This allows you to direct customers to the most relevant page on your site – and its
Easy Makes ads more targeted
Benefits of Sitelinks Get more relevant customers to your website Improve the profitability of your search campaigns Improve your ads’ conversion rates with highly
relevant landing pages Highlight promotions - this allows you to update your
ads with seasonal or promotional offers without making changes to your keywords
It works with your existing ads (if you haven’t got it enabled) Increases Click Through Rates (CTRs) & Conversion
Conclusion PPC works well when used in a strategic way by experience professionals Experimenta�on if you are not experienced can be costly & hit-‐and-‐miss Thinking like a retailer & making every penny count can yield be�er results
Yet! -‐ PPC isn’t just for internet retailers Consider the many advanced op�ons Repor�ng & measurement are a necessity-‐ not op�onal
STAY IN TOUCH!
Thank you!
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