ppc for ecommerce: implement, optimize, monitor and.. repeat!
DESCRIPTION
Presentation for the Seminar "Advanced eCommerce (15-16 February) 2013" of ELTRUN - AUEB. The Presentation is about Pay Per Click, its application and specific requirements for eCommerce.TRANSCRIPT
PPC for eCommerce:Implement, Optimize, Monitor and.. Repeat !
Konstantinos Skianishttp://gr.linkedin.com/in/konstantinosskianis
The PPC LandscapeMajor Players
PPC Challengesfor eCommerce
Tens or Hundred Categories..
Hundreds... Thousand Products that Change all the Time !
Million ways (keyword variations) that customers might use looking for your Products..
Competition can Get Wild and... Costly
Challengesfor eCommerce
It may turn into a daunting Process..
So what do we do?
•Where do we start from?
• How do we start?
• How do we Organize this large process?
Think Strategically
• Choose your Battles and Prioritize..
• START from Categories/Products I wish to promote more AND I am competitive?
• Build on your Advantages, Start Small and GROW BIG
Now.. let’s get back to Marketing Basics
Do not forget the Basics!
The journey into buying Shoes Online..
...back toMarketing Basics
AWARENESS
INTEREST
LEARN
SHOP
BUY
Shoes
Nike Shoes
Black Nike Air Jordan ShoesLong-Tail
Shopping Funnel
The Shopping FunnelSearching Online
LEARN SHOP BUY
Gathering Info
Product Comparison,
Prices, Features
I’m buying
Keywords:• Basketball Shoes• Shoes for Basket• Shoe on Sale
Keywords:• Nike Basketball
Shoes• Reebok Shoes for
Basket• Cheap Nike Basket
ball Shoes
Keywords:• Nike Red Air
Jordan• Reebok WR72-X• Nike Air Jordan
PINK No.38
The PPC Process
• Keyword Research• Account Structure• Conversion – eCommerce Tracking• Implementation• Optimize – Test, find the “Sweet Spot”• Monitor – Measure Performance (ROI,
Profit)
...and.. Repeat !
Keyword Research
• Start Wide to examine variations of Keyword Themes:– Basketball shoes, Shoes for basket,– Nike shoes, Reebok shoes
• Go Deep in Keyword themes to find opportunities:– Light Basketball Shoes, White cheap basketball shoes– Black Nike basketball shoes, Reebok red WR72-X
• Love the Long-tail keywords !• Use Tools, eg:
– Keyword Tool– Google Trends– Google Results– etc.
Google AdWordsKeyword Tool
Google Trends
Google Trends
Google Results
Google Results
Invest in CorrectAccount Structure
Account StructureAdWords
Install Conversion &eCommerce Tracking
Simple Advice...
Do not Start without it..!!!
It’s easy to do it and Reward is enormous..
eCommerce Trackingon Google Analytics
Conversion Trackingon Google AdWords
Conversion &eCommerce Tracking
But... do not forget to Count Offline Sales initiated by Online Search !
Search Online - Buy Offline might be large.
If not taken into account, opportunities might be lost!!!
You might STOP Profitable PPC Campaigns and lose Sales
So Build a System for Monitoring Offline Sales or use an existing one!!
Implement Thoroughly
Refer to Account Architecture you designed
Go Gradually Avoid “Broad Match” on keyword
matching options Match: Keywords – AdText – Landing Page Align Budget Allocation with Company’s
Pursuit BUT provide insights.. After all you have real Data!!!
Implement Thoroughly
Use available AdWords Features, e.g.: Ad Scheduling Sitelinks Call Extensions Social Extensions
etc.. Use AdWords Editor
Needs some training but Hundreds of changes can be made easily Work Offline Useful when AdWords Account is edited by more than
1 PPC expert
Implement Thoroughly -AdWords Editor
Implement ThoroughlyGoogle Display Network
Use the Google Display Network (GDN)“Targeted placement of an advertising message on websites at Google Partner Sites…” Targeting:
Contextual Targeting Placement Targeting Interest Targeting Topic Targeting Target Demographics Other Targeting Features (Geography, Ad Scheduling etc.) REMARKETING FIND YOUR LOST VISITORS
Implement ThoroughlyUnleash the Power of Remarketing!!
• Install the Remarketing Code
• Think Strategically (Which Visitors to Target)
• Design Remarketing Lists
• Design Relevant, tailor-made Banners
Pursue your site abandoners !!..but do not intimidate them..
...apply a Frequency capping
Implement ThoroughlyUnleash the Power of Remarketing!!
Test the PPC Account
What to Test: Account Structure AdText Keywords (matching types, placement in
Adgroups etc..) Bids (AdGroup - Keyword level) Ad Scheduling Features (Display URL, Sitelinks etc.) Landing Pages (A/B Test – Multivariate
Test): Use Google Experiments
Monitor –Measure Performance
Why we run PPC Campaigns ? To Increase Sales and achieve Profit... Yeah!!!
Is Monitoring – Measuring Performance Important? Some Campaigns WIN and we have to consider
Scaling them up Other Campaigns FAIL and we need to alter them or
Stop Completely Competition changes Seasonality matters Product Availability – Stock might alter our Targets
Monitor –Measure Performance
(We will focus on Top-Level monitoring)
1st Rule: Know your Margins Per Product Category, Brand, even Product
2nd Rule: Understand ROI...ROI = (Profit)/(PPC Spent)
e.g.: €100 spent Revenue: €300 Profit Margin:50% ROI = (300*0,5-100)/100 = 50%
But focus on the 3rd Rule...
Monitor –Measure Performance
3rd Rule: Aim to Achieve max Profite.g.: What do you prefer?
ROI: 200% leading to Profit: €1.000 ROI: 35% leading to Profit: €10.000
ROI is important but should be coupled with Sales Volume..
ROI is a good indicator of sensitivity of the Campaign (a very profitable campaign with 5% ROI might lead into a blood shed...)
So aim at maximizing PROFIT !
Monitor –Measure Performance
Idea No1: Consider using an Attribution model
Last Click? Assisted Conversions... Look at Conversion Paths Get more Sophisticated... shortly
Measure PerformanceAssisted Conversions
Measure PerformanceConversion Path
Measure Performance
Idea No2 : Incorporate Life Time Value
Consider the example: PPC Spent: €100 Loss: €-10...
But some Customers now know your e-shop, return directly next time and make further Purchases..
Profit €50...
Life Time Value is Important ! Use your CRM to examine and possibly Calculate it
(based on Net Present Value)
Repeat the Cycle!
Products Change all the Time Competition changes People’s Taste, Search pattern change
frequently PPC is not a “Fire and Forget” Weapon There is not such thing as “PPC Nirvana” Repeat the Process continuously to achieve...
THANK YOU !