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.

1. PPC for eCommerce:
Implement, Optimize, Monitor
and.. Repeat !
Konstantinos Skianis
http://gr.linkedin.com/in/konstantinosskianis

2. The PPC Landscape
Major Players

3. PPC Challenges
for 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

4. Challenges
for eCommerce
It may turn into a daunting Process..

5. So what do we do?
• Where do we start from?
• How do we start?
• How do we Organize this
large process?

6. 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

7. Now.. let’s get back to
Marketing Basics
Do not forget the Basics!
The journey into buying Shoes Online..

8. ...back to
Marketing Basics
Shopping Funnel
AWARENESS
INTEREST
LEARN Shoes
SHOP Nike Shoes
Long-Tail BUY Black Nike Air Jordan Shoes

9. The Shopping Funnel
Searching Online
LEARN SHOP BUY
Product
Gathering Comparison,
I’m buying 
Info Prices,
Features
Keywords:
Keywords: Keywords:
• Nike Basketball
• Basketball Shoes • Nike Red Air
Shoes
• Shoes for Basket Jordan
• Reebok Shoes for
• Shoe on Sale • Reebok WR72-X
Basket
• Nike Air Jordan
• Cheap Nike Basket
PINK No.38
ball Shoes

10. The PPC Process
• Keyword Research
• Account Structure
• Conversion – eCommerce Tracking
• Implementation
• Optimize – Test, find the “Sweet Spot”
• Monitor – Measure Performance (ROI, Profit)
...and.. Repeat !

11. 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.

12. Google AdWords
Keyword Tool

13. Google Trends

14. Google Trends

15. Google Results

16. Google Results

17. Invest in Correct
Account Structure

18. Account Structure
AdWords

19. Install Conversion &
eCommerce Tracking
Simple Advice...
 Do not Start without it..!!!
 It’s easy to do it and Reward is enormous..

20. eCommerce Tracking
on Google Analytics

21. Conversion Tracking
on Google AdWords

22. 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!!

23. 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!!!

24. 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

25. Implement Thoroughly -
AdWords Editor

26. Implement Thoroughly
Google 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

27. Implement Thoroughly
Unleash 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 

28. Implement Thoroughly
Unleash the Power of Remarketing!!

29. 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

30. 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

31. 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...

32. Monitor –
Measure Performance
 3rd Rule: Aim to Achieve max Profit
e.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 !

33. Monitor –
Measure Performance
Idea No1: Consider using an Attribution
model
 Last Click?
 Assisted Conversions...
 Look at Conversion Paths
 Get more Sophisticated... shortly

34. Measure Performance
Assisted Conversions

35. Measure Performance
Conversion Path

36. 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)

37. 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...

38. THANK YOU !
