Is your ecommerce site fully prepared for this year’s holiday season? In this webinar, Tad Miller of Search Mojo and Adam Berke of AdRoll will discuss some new and existing, but often-overlooked, tactics ecommerce sites need to consider adding their holiday advertising plans, to increase their revenue and decrease cost during the most wonderful time of the year.
What You’ll Learn:
• How retargeting can not only increase revenue, but reduce advertising costs and cart abandonment.
• More ways to leverage Google pay-per-click (PPC), including Product Listing Ads (PLAs) and Enhanced Campaigns.
• Why social media advertising should be top of your list for targeting precisely the right customers at the best time.
• Why dynamic creative should be a consideration for attaining the best conversion rates
3. SEARCH-MOJO.COM@searchmojo #mojowebinar
ABOUT SEARCH MOJO
• Search engine marketing firm founded in 2005
– Search engine optimization (SEO)
– Pay-per-click advertising management (PPC)
– Social media advertising
– Online reputation management
• Headquartered in Charlottesville, VA
– Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more
8. @searchmojo #mojowebinar SEARCH-MOJO.COM
WHAT WE’LL LEARN TODAY!
• The value of intent data
• FBX Right Rail
o Difference between FBX and Marketplace
o Performance data
o Dynamic ads
o FBX vs web retargeting
• FBX News Feed
o Performance data
o News Feed vs Right Rail vs web retargeting
14. USE YOUR DATA ON FBX
VS.
► Uses your first party data
► Purchase via Facebook’s partners
► Uses Facebook-gathered data
► Purchase via Facebook
Use FB data with Marketplace ads
20. @searchmojo #mojowebinar SEARCH-MOJO.COM
NEWS FEED
News Feed CTR is 21x higher than Web RT, and 49x
higher than right hand side
News Feed CPC is 79% lower than Web RT, and 53%
lower than right hand side
News Feed click-only CPA is 77% lower than Web
RT, and 45% lower than right hand side
Encouraging Numbers vs. Web RT & FBX Right Hand Side
…so, you might be asking “Should I dump all of my retargeting budget
into the News Feed?”
22. @searchmojo #mojowebinar SEARCH-MOJO.COM
MULTI-CHANNEL DOMINATION
1. Facebook News Feed for high quality, low volume
impact
2. Facebook Right Hand Side for high performance
scale
3. Standard web retargeting for maximum reach and
incremental conversions
23. @searchmojo #mojowebinar SEARCH-MOJO.COM
PREPARE: WHAT SHOULD YOU DO
TODAY?
1. Implement segmentation strategy and reengagement
tactics. Who bought earlier in the year? How do you
want to get them back?
2. Create long cookie duration segments.
3. Start thinking about holiday creative for all
channels.
4. Prepare CRM retargeting strategy.
26. SEARCH-MOJO.COM@searchmojo #mojowebinar
PLA USAGE IS WAY UP IN 2013
• 8 of the top 20 US Ecommerce
PPC advertisers got more ad
impressions from PLAs than from
text ads
• Most of those 8 sites don’t also
have brick and mortar store
locations
• Large retailers like
Walmart, Target and Bestbuy
have fully embraced PLAs
28. SEARCH-MOJO.COM@searchmojo #mojowebinar
WHY PLA’S FOR ECOMMERCE
• A recent 2013 report stated that CPCs on
PLAs are 10% lower than text ads and
have 22% better ROI than non-brand KW
text ads
• We have some Ecommerce clients whose
PLAs are over 200% better ROI than text
ads
RKG Digital Marketing Report Q1 2013
29. SEARCH-MOJO.COM@searchmojo #mojowebinar
PERFECT YOUR PLA’S NOW
• Work on these now. Black Friday and
Cyber Monday is too late
– Fix your Merchant Feed Account Errors
• Your Ads Won’t Show Where there are Feed Errors
– Keep your Merchant Feed up to date
• New products come. Products Go Out of Stock
– Pause Ads as Inventory Goes Out of Stock
• Get the AdWords API or get an Agency that has it
30. SEARCH-MOJO.COM@searchmojo #mojowebinar
DON’T FORGET “VANILLA” REMARKETING
• Use a variety of long term tactics to unleash
your holiday display remarketing for a well
timed short burst
• Ecommerce remarketing doesn’t always
have to be immediate response
32. SEARCH-MOJO.COM@searchmojo #mojowebinar
PLAN FOR THE HOLIDAY SALE IN ADVANCE
• If you know in advance what items will be
on your holiday sales circulars create
custom remarketing campaigns just for
those items
• Short, Intense Duration
34. SEARCH-MOJO.COM@searchmojo #mojowebinar
WHAT’S RLSA ?
• RLSA – Remarketing Lists for Search Ads
– Lets you customize your search ads for people
that have previously visited your site
– Bid differently (percentage increases) for
people that recently visited or previously
purchased
– Show a different ad to people who put a
product in a shopping cart
– Bid on words you normally wouldn’t bid on
35. SEARCH-MOJO.COM@searchmojo #mojowebinar
WHAT WORKS THE REST OF THE YEAR…
• Increased competition and higher bids are the
reality in late November through December
• Don’t throw out months/years of bid
management just to compete for 5 weeks
37. SEARCH-MOJO.COM@searchmojo #mojowebinar
BRING EXTRA $
• Don’t miss out on sales opportunities
because your budget is inadequate
• Study your account history to see your
max spending day
• Study your AdWords “IS Budget” metrics
• Set daily budgets above your normal MAX
on the big days
38. SEARCH-MOJO.COM@searchmojo #mojowebinar
NO SHAME IN LEFT OVERS
• Amazon and Ebay are competitors but…
• The are also Google AdWords Search Partners
• We have advertised on ISBN and SKU
numbers that generate cheap clicks
39. SEARCH-MOJO.COM@searchmojo #mojowebinar
ENHANCED CAMPAIGNS & MOBILE
• Starting July 22, 2013 all AdWords Campaigns will be
“Enhanced”
• Desktop & Mobile Clicks are mixed together
• You need landing pages that respond to the size of the
screen
41. SEARCH-MOJO.COM@searchmojo #mojowebinar
GOOGLE CAN’T TYPE…
• Most store finders work great
for people
• Search Engines can’t fill out
forms to get to store pages
• You need to build a
redundant directory
structure to get store pages
indexed
Search Engines Need These Pages
States
Cities
Stores
Individual Store
44. SEARCH-MOJO.COM@searchmojo #mojowebinar
HOW TO FIGHT SHOWROOMING
• Measure “Dwell Time” in the store where people are
using their phones
• Provide free in-store WiFi and review usage logs to see
what people are searching for
• Get more aggressive on price cuts
• Have sales team emphasize service, no shipping and no
wait
• ScanLife says barcode search volume triples on Black
Friday Weekend
45. SEARCH-MOJO.COM@searchmojo #mojowebinar
WANT TO LEARN MORE?
View the Online Marketing Institute Crash Course
Paid Search for Ecommerce
Get access now: http://bit.ly/OMI-Ecommerce
Contact Search Mojo:
Looking for help?
Sean McCusty
800-939-5938 xt. 116
smccusty@search-
mojo.com
46. SEARCH-MOJO.COM@searchmojo #mojowebinar
UPCOMING WEBINAR
Building Your Website With SEO in Mind
August 8, 2013
2:00 p.m. ET
Register today at
www.search-mojo.com/design
Janet Driscoll Miller
President & CEO
Search Mojo
Amanda Sides
Account Director
Search Mojo
47. SEARCH-MOJO.COM@searchmojo #mojowebinar
CONTACT
Tad Miller
Google+: +Tad Miller
Twitter: @jstatad
Adam Berke
+Adam Berke
Twitter: @adamberke
Google+: +Search Mojo
Twitter: @SearchMojo
Facebook:
facebook.com/searchmojo
www.adroll.com
Twitter: @AdRoll
Facebook:
facebook.com/adrollcom
Notas del editor
Yes, we are talking about preparing for the Holidays in the middle of July. It’s a lot to prepare for, but our opinion is that all of these tactics should have a place in your strategy year round. There’s money to be made all year round and preparing now for the holidays can also have an impact on improving your results at all times of the year.
If you are profitable at ecommerce with PPC it almost goes without saying that you are utilizing Product Listing Ads as a major part of your strategy.Trends seem to be developing. Pure Ecommerce vendors seem to be favoring Product Listing Ads more. Brick and Mortar retailers seem to be doing both Text Ads that can also drive store visits to purchase or the online order (not a pure ecommerce play) and increasingly also doing PLAs.If you are willing to go “all out” you can do both at the same time and can potentially own more page space for the holidays (word of warning: added exposure doesn’t necessarily mean added profit.)
Adoption of PLAs has really spiked in recent months. A brand new study by AdGooroo estimates more than 4 billion PLAs were displayed on U.S. AdWords from March to May 2013, or 5.9% of the total number of AdWords PPC ad impressions.
Some seller categories have adopted PLAs more than others. Mass retailers like Walmart & Target, Auction sites like Ebay and consumer electronics sellers have embraced the format. Surprisingly Health and Pharmacy sellers have a very high adoption rate as well. Apparel, Jewelry and smaller ticket consumer products have not achieved a significant share of impressions yet with PLAs and this is likely because searches that trigger their PLAs are more categorical queries like “diamond earrings” rather than the product specific queries like “LG TV 55LS4500”. Advertising on categories almost always has a lower ROI than product specific queries no matter what the PPC advertising tactic.
Why are pure ecommerce vendors favoring PLAs so much?Better CTRLower CPCBetter ROI. PLAs are a no brainer for Ecommerce profitability.
Just because you are utilizing PLAs doesn’t necessarily mean that you are using them optimally.Work on fixing your errors in your Merchant Feed now. It can be a very time consuming process to trouble shoot feed errors, but the reality is that Google will not show your PLAs if they have errors.Work on processes that allow you to update your merchant feed at shorter intervals. This will allow you to add new products faster and more importantly will allow you to pause PLAs on products that are out of stock. There’s nothing worse in ecommerce than spending money on items that are.You can use Google’s API to do this also if you have some programing knowledge.
Most ecommerce remarketing is pretty short term because the sales cycle after the initial search is often pretty short.But you can also do some longer term remarketing tactics for your big holiday marketing campaigns.
The sales cycle on bigger ticket items is slower. The traffic on those bigger ticket items can also tend to be lower. Start collecting remarketing audiences on these products now. Then unleash your banner ads, preferrably with discounts just in time for the holiday gift giving season.
If you know in advance what your holiday circular products are going to be and you have a few months to build remarketing lists on the people that view these products and don’t purchase them over a longer duration of time.Store locator searches should be considered a good measure of success, especially during the holidays.
If you have “Incentive” pages detailing special offers or providing coupons its in your interest to develop that audience as a remarketing list for all of your sales events (not just the holiday ones). This audience is composed of your brand loyalists and they are buyers. Start making it a practice of hitting these people with sales ads online every time. The more you can mix it up with new offers the better.
Frequently there’s a lot of pressure to get maximum ad visibility during key holiday shopping periods (regardless of those tactics being profitable or not).The proper way to increase bids isn’t to change all of the bid settings you have worked months and months to set at levels that achieve profitability. How will you return them to the previous levels after the holidays?
Google search partners include Amazon, Ebay and Walmart. Ads on these search partner pages are typically very low on the page, but search network clicks on ecommerce products tend to be very profitable (especially on big ticket items).