This presentation was given by Jeff Sauer on 10/19/2012 to the Midwest Marketers Group of E-Commerce and Catalog Marketers. The presentation was held in Minneapolis and covered four major topics: * Advanced PPC Tactics * Self PPC Management Tips * How to get the most out of your PPC Agency? * How to become a better client to PPC agencies

1. Improving
PPC
Performance
for
E-­‐Commerce
Websites
Jeff
Sauer
Three
Deep
Marketing
@jeffalytics
@threedeep
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2. About
Three
Deep
Marketing
and
Jeff
Sauer
 Manage
$5+
million
in
paid
search
spending
annually
 One
of
30
companies
in
the
US
certified
in
Google
AdWords
and
Google
Analytics
 Jeff
Sauer
named
2012
CIO
of
the
Year
by
the
Minneapolis/St.
Paul
Business
Journal
 Inc.
5000
Fast
Growing
Company
Award
in
2010,
2011
&
2012
 Developed
Online
Lead
Generation
Software
Crossfuse
in
2011/2012
 Board
Member
for
MIMA
and
MnSearch
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3. ADVANCED
PPC
TACTICS
FOR
ECOMMERCE
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4. SITELINKS
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5. Adding
Sitelinks
 Ad
Sitelinks
in
the
Ad
Extensions
Tab
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6. Sitelinks
Tips
 Keep
your
sitelinks
short
 Group
sections
of
your
site
into
their
own
ad
groups
so
you
can
get
deeper
sitelinks
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7. Optimizing
Sitelinks
 Review
metrics
for
sitelinks
over
time
 Use
sitelinks
with
many
click
thrus
and
conversions
in
multiple
campaigns
wherever
relevant
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8. RATINGS
&
REVIEWS
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9. Ratings
&
Reviews
 In
order
to
get
ratings
for
your
products,
you
must
first
work
to
capture
ratings
either
on
your
site
or
through
Google
Checkout
 Once
you
reach
a
30
ratings
and
you
have
4
or
more
stars,
you
are
eligible
to
receive
ratings
extensions
in
your
ads
 Pro
Tip:
Capture
ratings
immediately
after
the
purchase
for
best
response
quantity
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10. Ratings
&
Reviews
Tips
 Using
a
third
party
survey
at
the
end
of
the
purchase
process
allows
you
to
receive
ratings
much
faster
than
relying
on
Google
Merchant
Center
reviews
 The
Bizrate
survey
program
allows
you
to
capture
many
reviews
in
a
short
amount
of
time,
but
can
also
alienate
customers
if
you
choose
the
wrong
offer
 There
are
no
metrics
available
to
determine
performance
of
ratings
extensions,
but
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11. PRODUCT
LISTINGS
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12. History
of
Google
Product
Search
 For
many
years,
Google
Product
Search
results
were
free
and
were
treated
as
organic
searches
 Like
all
good
things,
this
has
come
to
an
end
and
you
now
must
pay
for
placement
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13. Product
Listing
Ads
 In
order
to
get
product
listings
for
your
ads
you
need
to:
– Have
a
product
feed
that
AdWords
can
access
– Fill
out
as
many
fields
for
your
product
feed
• Better
targeting
• Higher
probability
for
appearing
in
specific
searches
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14. Product
Listing
Feed
Tips
 Ecommerce
vendors
should
be
able
to
provide
your
product
data
in
a
feed
format
that
Google
can
understand
 If
you
are
selling
clothes
or
other
specialty
products,
special
information
like
size
and
color
must
be
included
in
the
feed
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15. SELF-­‐MANAGEMENT
TIPS
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16. MATCH
TYPES
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17. Broad
vs.
Phrase
vs.
Exact
Match
Keyword:
Puppy
Mailbox
 Broad
Query
–
Puppy
Mailbox:
– Garden
with
little
dog
that’s
in
a
blue
mailbox
 Modified
Broad
Query
-­‐
+Puppy
+Mailbox
– That
little
puppy
is
in
a
blue
mailbox
 Phrase
Query
–
“Puppy
mailbox”:
– Little
puppy
mailbox
in
the
garden
 Exact
Query
–
[Puppy
mailbox]:
– Puppy
mailbox
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18. Match
Type
Tips
 Use
broad
match
keywords
sparingly
 For
high
volume
terms,
add
modified
broad,
phrase
and
exact
match
keywords
to
your
ad
group
 Google
may
give
you
a
warning
when
the
same
keyword
appears
twice
in
a
campaign
with
a
different
match
type.
Safely
ignore
this
warning
 More
keywords
are
better
than
fewer,
and
you
can
never
have
too
many
keywords
 Use
the
search
query
report
to
generate
more
keywords
 Aim
for
a
1
to
1
ratio
of
keywords
to
search
queries
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19. Search
Query
Reports
can
be
Revealing
 Sample
Search
Query
Report
for
Broad
matched
keyword
Baby
Diapers:
Search
Term
Match
Type
Baby
changing
bibs
diapers
Broad
Match
Food
&
diapers
changing
baby
Broad
Match
Free
diaper
samples
by
mail
Broad
Match
Pampers
diapers
Broad
Match
Many
of
these
Pampers
baby
diapers
recall
Broad
Match
keywords
are
completely
Diapers
pamper
brand
shop
Broad
Match
irrelevant!
Baby
care
essen9als
diapers
Broad
Match
Number
diapers
baby
24
hour
period
Broad
Match
Pampers
diaper
recall
Broad
Match
Pampers
diapers
Broad
Match
Best
baby
diapers
Phrase
Match
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20. NEGATIVE
KEYWORDS
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21. Search
Query
Reports
&
Negative
Keywords
 Broad
and
Modified
Broad
Match
Keywords
can
bring
in
visitors
for
completely
off
the
wall
searches.
For
example,
if
you
sell
replacement
windows
on
a
house,
if
you
bid
on
the
term
“windows”
you
will
receive
searchers
for
the
operating
system
if
you
are
not
careful
 Add
negative
keywords
to
campaign
by
adding
–
before
each
word,
like
–
xp
and
-­‐8
to
block
traffic
for
Windows
XP
and
Windows
8
operating
systems.
–microsoft
could
be
used
as
well.
 Find
more
negative
keywords
by
mining
your
search
query
reports!
 Negatives
help
your
CTR
as
well
as
prevents
spending
on
irrelevant
search
terms
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22. COST-­‐PER-­‐ACQUISITION
BIDDING
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23. Look
into
CPA
Bidding
 If
you
use
AdWords
convesion
tracking
and
your
campaigns
have
at
least
15
conversions
per
month,
you
can
participate
in
cost
per
acquisition
(CPA)
bidding
 There
are
two
ways
to
accomplish
this,
through
conversion
optimizer
or
enhanced
CPC
bidding
 This
can
drive
many
more
conversions
at
a
price
below
your
target
 Be
careful,
because
this
method
of
bidding
can
also
lead
to
fewer
new
customers
due
to
over-­‐efficiency
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24. ANALYTICS
INTEGRATION
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25. Integrate
Google
Analytics
with
AdWords
 Integrating
Google
Analytics
with
your
AdWords
data
can
provide
better
insight
on
your
landing
pages
– Do
they
have
a
low
time
on
site?
– Do
they
“bounce”
off
that
page
or
do
they
convert?
– Do
they
navigate
to
other
pages?
Should
those
be
converted
to
landing
pages?
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26. Three
Common
Google
Analytics
Mistakes
The
three
most
common
Google
Analytics
integration
mistakes
we
see
are:
1. Data
Sharing
not
enabled
in
Analytics
2. Auto-­‐Tagging
not
turned
on
in
AdWords
3. Cost
source
data
from
AdWords
not
applied
to
Analytics
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27. QUALITY
SCORES
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28. Maximize
Your
Quality
Scores
 A
Quality
Score
is
Google’s
quality
indicator
for
keywords
relative
to
ads
 Good
Quality
Scores
help
lower
your
cost-­‐per-­‐click
(CPC)
 Keyword
+
Historical
CTR
+
Ad
Copy
+
Landing
Page
=
Quality
Score
 If
your
ads
have
a
low
quality
score,
consider
breaking
your
ads
out
into
more
specific
ad
groups
and
revise
the
ad
copy
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29. INVEST
IN
LANDING
PAGES
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30. Invest
in
Landing
Pages
 Sending
traffic
to
your
website
with
no
clear
direction
for
your
visitor
is
NEVER
a
good
idea
 Good
landing
pages
help
your
visitor
to
make
a
good
decision,
and
quickly
 A
lot
of
thought
goes
into
effective
landing
page
design
– User
Experience
– Creative
Design
– Persuasive
Architecture
– Conversion
Rate
Optimization
– Paid
Search
Traffic
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31. PROPER
BIDDING
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32. Bidding
on
Keywords
is
an
Art
 Under-­‐bidding
on
keywords
makes
it
unlikely
that
you’ll
appear
for
your
desired
keywords
 Alternatively,
don’t
overbid
on
keywords
just
because
you
have
the
budget
 The
ideal
scenario
involves
only
paying
the
minimum
required
by
Google
to
achieve
your
desired
results
 Use
bid
strategies
to
achieve
your
goals.
Common
bid
strategies
are:
– Lowest
cost
per
click
possible
to
achieve
click
volume
– Most
cost
effective
clicks
to
drive
customer
conversions
– Bid
to
achieve
highest
position
in
search
results
– Generate
the
most
conversions
possible,
regardless
of
costs
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33. WHAT
MAKES
A
GOOD
PPC
AGENCY?
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34. SEPARATE
BRAND
VS.
NON
BRAND
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35. THEY
PROVIDE
FULLY
LOADED
COSTS
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36. WARY
OF
CHARGING
ON
%
OF
SPEND
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37. FOCUS
ON
THE
BEST
&
MOST
UNIQUE
PRODUCTS
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38. UNDERSTAND
YOUR
BUSINESS
NEEDS
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39. INDUSTRY
OR
CATEGORY
EXPERIENCE
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40. WHAT
MAKES
A
GOOD
PPC
CLIENT?
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41. CREATES
LANDING
PAGES
EASILY
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42. UNDERSTANDS
PRODUCT
INVENTORY
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43. ADDS
NEW
PRODUCTS
REGULARLY
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44. UNDERSTANDS
PRODUCT
DEMAND
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45. OFFERS
UNIQUE
PRODUCTS
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46. TEST
&
LEARN
BUDGET
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47. HAS
CLEAR
BUSINESS
OBJECTIVES
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48. DEFINED
CAMPAIGN
GOALS
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49. UNDERSTANDS
ACCOUNT
MATURITY
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50. UNDERSTANDS
ONLINE/OFFLINE
METRICS
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51. THANK
YOU!
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