1. Only 10 Days Away!
The presentation will begin shortly!
www.HeroConf.com The presentation will begin shortly!

2. Ecommerce Marketing:
How the best ecommerce companies find
customers and close the deal
03.28.13

3. The Panel
• Jeff Allen
– Director of Paid Search at Hanapin Marketing
and Blogger at PPC Hero
• Christina Hall
– Account Manager at Hanapin Marketing
• Amanda West-Bookwalter
– Account Manager at Hanapin Marketing and
Blogger at PPC Hero

4. The Topic
Ecommerce Optimizations
• Interesting statistics
• Our tips and tricks
• Actionable advice

5. Join the conversation
• Include the hashtag#ecomwebinarin your Twitter tweets

6. Start with Search: Your Customers Do
• Interesting Stat:
61% of consumers say they use a search engine as their
primary tool for researching a purchase decision.
• Question Raised:
We spend a ton of time on keyword research, and one of our
insights is that customers don’t always search for the
keywords you expect.
What are some tricks for finding those oddball keywords?
How We Shop: Habits and Motivations of Consumers by Econsultancy

7. Start with Search: Tips and Tricks
Actionable Tips:
• Use ―view source‖ on competitor pages.

8. Start with Search: Tips and Tricks
Actionable Tips:
• Plug popular keywords into Google Trends and look at “rising”.

9. Start with Search: Tips and Tricks

10. Start with Search: Tips and Tricks
Actionable Tips:
- Search query reports:
– Keyword with high search volume
– Easy to add new keywords to AdWordscampaigns
– Insights into the type of language used by searchers

11. Start with Search: Tips and Tricks
Actionable Tips:
- Four Keyword Types
• Explicit keyword
• Problems keywords
• Symptoms keywords
• Product names & part numbers
– Create use case scenarios

12. Optimize Your Bids for ROAS
• Interesting Stat:
A visitor from a PPC link is 50% more likely to result in a
conversion than an organic visitor.
• Question Raised:
Monitoring your ROAS closely lets you measure the true
value of your traffic sources and compare them effectively.
How do you optimize your ROAS to get as much as possible
out of those PPC clicks?
The 2012 State of Inbound Marketing by Hubspot

13. Optimize Your Bids for ROAS
Actionable Tips:
• Any keyword converting under ROAS goal is bad! Make it longer
tail, change the match type, or change the geo targeting.

14. Optimize Your Bids for ROAS
Actionable Tips:
• Increasing your Quality Scores can decrease your
CPC for the same ad position.

15. Optimize Your Bids for ROAS
Actionable Tips:
– Average position bidding
• Use Pivot Tables or Google Analytics to find the average
position with the highest ROAS for your keywords

16. Optimize Your Bids for ROAS
Actionable Tips:
– Value of Keywords
• Value-per-click method

17. Optimize Your Bids for ROAS
• Actionable Tips:

18. Reconsider Your PPC Ad Mix
• Interesting Stat:
PPC brand impressions that occur through both social media and
search engine results increase click-through rates by 94%.
• Question Raised:
Social media entails a different strategy than pure search PPC—sites
like Facebook and Pinterest are image-heavy, while Twitter and
LinkedIn are text and news-based.
How do you find the right mix when you’re running PPC
simultaneously on social and search engine platforms?
Selling Through Social Media to Close More Leads by InsideView

19. Reconsider Your PPC Ad Mix
Actionable Tips:
• The right mix depends on results. Put your efforts where you see
the best return & volume. Pinterestis great for fashion-based
products & Facebook is great for social-based products.

20. Reconsider Your PPC Ad Mix
Actionable Tips:
• Social Media still drives far less traffic than search

21. Reconsider Your PPC Ad Mix
Actionable Tips:
• Different channels should complement each other
– Identify marketing goals
– Weight budgets accordingly
• Ensure consistent messaging across all marketing channels
– Call to actions
• Use different channels to engage users

22. Multiply Your Landing Pages
• Interesting Stat:
Companies with 30+ landing pages generate 7x more leads
than companies with less than 5.
• Question Raised:
You have to close the deal—landing pages are the key to
paying off every ad and every call to action. The more the
better, obviously.
What are some landing page and CRO tips that have
helped your accounts?
The 2012 State of Inbound Marketing by Hubspot

23. Multiply Your Landing Pages
Actionable Tips
• Make sure you have a landing page
for each product type.
:

24. Multiply Your Landing Pages

25. Multiply Your Landing Pages
Actionable Tips:
• Make searching by cost, popularity,
review, new, etc. super easy if you
have a vast inventory.

26. Multiply Your Landing Pages

27. Multiply Your Landing Pages
Actionable Tips:
– Consistent messaging
– What should a landing page offer:
• USP
• Compelling Overview
• Rich Media
• Benefits/Features
• Testimonials
• Call to action

28. Multiply Your Landing Pages
Actionable Tips:
– Checkout process:
• Easy and fast navigation

29. Multiply Your Landing Pages

30. Multiply Your Landing Pages

31. Multiply Your Landing Pages

32. Multiply Your Landing Pages
• Actionable Tips:
– Checkout process:
• Easy and fast navigation
– Site search functionality
• Easy and fast navigation

33. Wrapping Up!
• Start with Search
– Your customers do
• Optimize for ROAS
– Those PPC clicks are more valuable than you think!
• Reconsider Your PPC Ad Mix
– Brand impressions are more valuable in multiple channels
• Multiply Your Landing Pages
– More is better, but effective is best

34. The presentation will begin shortly!
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35. Your Questions?
Thank you for attending Hanapin Marketing’s webinar about
Ecommerce Marketing
• Get a free Solutions Blueprint from Hanapin Marketing
(for accounts greater than $15K/mo in adspend):
http://www.hanapinmarketing.com/solutions-blueprint-sign-up
• Or Contact us Directly:
• Webinar Feedback: marketing@hanapinmarketing.com