In this webinar presented by Trada and Performable, we cover how customer behavior online is changing. Search engine marketing has traditionally been seen as an isolated channel, with most of the focus being placed strictly on the interaction between a given campaign and its landing page. In reality, search engine ads are one of many influential steps along a customer's relationship with your brand. In fact, a recent ATG survey found that 78% of customers use two or more channels to make a given purchase decision. To reflect the behavior of today's consumer, eCommerce marketers need to reframe their understanding of search engine campaigns as part of the complete customer lifecycle. The webinar offers tips on how to track the full customer lifecycle, improve your campaigns and move customers from awareness to first purchase: and beyond. Check out Trada Reviews here: http://www.trada.com/trada-reviews/

11. Determine your market:
Use real-time data to target customers who convert

12. Paid search is
like a test kitchen.
test quickly
get immediate use what
feedback you learn

13. Where is your traffic coming from?

14. Where are your sales coming from?

15. With paid search, you
can pinpoint exactly
where your best
customers are coming
from - and what
promotions, offers and
messaging drives them
to convert.

16. The tools are built right in:
geolocation
dayparting
actual search terms

17. Set up your customers for a purchase - before they click

18. The e-commerce funnel
Research
Price/Feature Comparison
Direct

19. The e-commerce funnel
People who have feet
People who want shoes
People who want to buy
your shoes

20. The e-commerce funnel
You need shoes!
Our shoes are better/cheaper
Get our shoes now

21. Ad groups and keywords

22. Keep ad groups
Ad groups are for
small and
organizing ads.
thematic.
(Trada is holding a webinar June 8th:
The Architecture of Ad Groups.
Look for the link on the trada.com homepage!)

23. When creating ad groups, put broad match
keywords together, and build separate
ad groups for exact and phrase match.

24. long-tail
keywords “phrase
match
keywords”
keyword match types
[exact match
keywords]

25. PPC’s built-in A/B testing
1. Write 4 ads for each ad group.
2. Vary the subject line in 2 ads, and the CTA in 2 ads.
3. Let the ads run for 2 weeks.
4. Replace the 2 ads that aren’t performing as well.
5. Repeat!

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27. Extra credit:
Check out our blog post on dynamic
keyword insertion at
www.trada.com/2010/12/using-dynamic-
keyword-insertion/

28. Big mistake alert!
If you put all your keywords
into one ad group, your
campaign won’t succeed.

29. How do you decide which keywords are right?
Let the market decide.

30. Write compelling ad copy

31. Buy Now!
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Always, always use a call-to-
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32. Use the space available.
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33. Create a sense of
urgency.
Offer ends soon!
Buy before June 2!

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35. Here’s where we tell you
three very important things.

36. Don’t set-and-forget!
Be smart and test.
Use what you learn.

52. A few words about Trada

53. Trada has a crowd of experts
who do search marketing for
you.

54. Multiple experts work on
your campaign at the
same time.
You get:
Diversity of thinking
Constant optimization
Multiple ad groups

55. It’s pay-for-performance.
There are NO fees. No startup fees, no management fees.
You can get started right away.

56. Questions?
meghan@performable.com anna@trada.com