This document provides guidance on digital marketing strategies for ecommerce businesses, focusing on paid search (Google AdWords), organic search (SEO), analytics, and funnel management. It discusses how to identify target customers, choose effective traffic drivers, optimize campaigns using metrics and testing, and measure success beyond just clicks. Key recommendations include thorough customer and competitive research, clear goals and KPI tracking, holistic multi-channel approaches, and constant learning and improvement. The overall message is that digital marketing requires an in-depth, metrics-driven process to drive the right traffic and convert visitors into customers.

1. Inside eCommerce
Marketing:
From Click to Conversion
www.insideecommerce.ie
@insideecommerce
@micksgarage
@j_smyth
John Smyth

3. What works for MicksGarage
What we define as success

4. From Click To Conversion
• Who’s Your Customer?
• Gaining the Click – Traffic Drivers
• Marketing driven by Metrics
• Going Beyond the Click

5. Who is Your Customer?
• Users v Customers
• Starting Point
• Who
• Where
• How
• Why
• Understand Your Traffic Thoroughly
• Metrics Drive Understanding

6. Traffic Drivers
• Google AdWords Search
• Search Engine Optimisation
• Affiliate
• Partnerships
• Email
• Social

7. Why AdWords?
• Performance Driven Marketing
• Complete Purchase Funnel
• Have Clear Goal in Mind
• Know Your Product / Service
• Research Your Audience
– How do they search?
• Competitive Analysis
• Create Ads that Stand Out!

8. ‘car parts’
‘VW car parts’
‘VW golf wiper blades’
“VW golf mark 5 wiper blades”

9. Why AdWords?
• Performance Driven Marketing
• Complete Purchase Funnel
• Know Your Product / Service
• Research Your Audience
– How do they search?
• Competitive Analysis
• Create Ads that Stand Out!

10. • Top Level KPIs
– Clicks, Impressions, CTR, Conversions, CPA
– Conversion Rate
• In Depth KPIs
– Search Impression Share %
– Quality Score – Know it inside out
– Device Split – How does mobile operate
– Top v Others
– Google Search v Search Partners
– A.B.T… Always Be Testing!
• Ads
• Keywords
• Bids
• Landing Pages
AdWords – KPI Driven Management

11. AdWords – The Must Do’s
1. In-Depth Research
2. Simple, Understandable Structure
3. Ad Relevancy – Make Users Want to Click
4. Ad, Keyword & Landing Page Connection
5. KPI Model – Don’t shoot blind
6. Link with Analytics – Beyond the Click
7. Never Stop Testing – Ever!
8. Know Your Bottom Line – ROI Rules

14. SEO
• Start with Low Hanging Fruit – Your Site
• Structure – Easy to Navigate
• 4 Key Things – URL, Page Title, H1 Tag, Page Blurb
• Make it easy for Google & Your Users
• Create Page Content for the User
• Webmaster Tools – Understand it
– Geo Targeting, big wins!
• Focus on Content, not Links
– Aim to keep users
– Engage them
• Forget About Google PageRank
• Know Who Links to You
• Remember, it takes times

15. Be Aware!
• Traffic - very important, but only the start
• Can’t stop there
• ‘Beyond The Click’
– Website
– Basket
• Holistic Marketing Approach
– Traffic In….Traffic Out
• Funnel Management

19. How do we persuade?
• Choice, Brands & Value
• ‘Car Part Experts’
• 360° Imagery
• Video
• Blog – How To Guides
• Product / Company Reviews
• Free Delivery / 365 Day Returns

20. Measure Smartly
• Analytics
• Don’t waste time
• Goals & KPIs
• Reports you need
• Less time tracking – more time deciding
• Data Overload

21. What to Measure?
• Usual – Visits, Bounce Rate, Time on Site
• Go Deeper
– Hours of the Day
– Exit Rate – Where do they leave from?
– Basket Funnel
– Mobile v Desktop
– Site Search – is there overuse? If so, you’re pages
are poor

22. KPIs – Weekly & Monthly
• Complete Channel Measurement
• Visits
• Orders
• Revenue
• Conversion Rate
• Average Order Value
• Cost
• CPA
• Know where to focus your attention
• Have targets, work towards them
• Targets v Run Rate

23. Learn…Evolve…Grow
• Not Perfect
• Constant Learning
• Live By Your Metrics
• Focus On Your Users – Learn From Your Customers
• New Challenges- New Channels

24. Going Back to the Office
• Goals – Are they defined? Write them down
• Have You Targets? Write them down
• Do You Know Your Customers?
• Before…During…After
• What are your Metrics?
– How do you track them?
– Are you spending enough time on them?

25. Further Resources
• Websites
– Google blogs – (AdWords & Analytics)
– Marketing Land / Search Engine Land / Search Engine
Watch
– GetElastic.com
– PracticaleCommerce.com
– Occam’s Razor – AvinashKaushik
• Twitter Accounts
– Rand Fishkin @randfish
– Danny Sullivan @dannysullivan
– Sean Si - SEO Hacker @seo_hacker
– Matt Cutts - @mattcutts

26. Questions?