Full-Funnel Ecommerce Budgeting & Media Planning At Every Stage
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Eight in ten American shop online - Do you know what an ideal ecommerce investment allocation strategy looks like for your business? Budget allocation and digital advertising strategies vary widely by business maturity, type and stage. Let us help you establish your full-funnel ecommerce blueprint wherever your business stands.
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Full-Funnel Ecommerce Budgeting & Media Planning At Every Stage
- 1. Full-Funnel Ecommerce Budgeting & Media Planning At Every Stage
- 2. Today’s Logistics ● Session Recording & Slides Will Be Sent Out ● Submit Questions to Our Panelists ● Resources Available as Handouts ● Join in the Poll Question! Analicia Santaella Webinar Coordinator
- 3. Overview Founded in 2007 Google Premier Partner 500+ Active Retail Clients Top 50 Fastest Growing Company San Diego D E L I V E R I N G L A S T I N G R E S U L T S F O R O U R C L I E N T S Solutions Retail-focused PPC & Shopping Amazon Sales Acceleration Facebook Performance Marketing Creative Services About CPC Strategy
- 4. Today’s Speakers Jason Bell Sr. Retail Search Manager Michael Ward Lead Retail Search Manager
- 5. Today’s Agenda ● Identifying Your Business’ Maturity Level ● Budget Allocation from Start-Up to Wholesale ● Key Metrics for Evaluating Your Campaign & Ad Spend ● Advertising Platform Offerings at Every Level of the Funnel ● Leveraging Google, YouTube, Bing & Facebook ● Walk-through of Budget Implementation
- 6. Identifying Where Your Business Stands Today
- 7. Key Business Maturity Metrics ResellerBrand Start-Up Historically Wholesale Traditional Reseller Reseller & House Brands Mature Business Type Business Phase Campaign Types Demand Generation Demand Fostering Demand Capture Re-Acquisition
- 8. Leveraging the Right Digital Advertising Channels throughout the Funnel
- 9. Awareness Interest Consideration Purchase • FuelX • YouTube • Lookalikes / Similar Audiences • In-Market Audiences • Affinity Audiences • Direct-Response Ads • Google Search • Google Shopping • Facebook Custom Audiences • Retargeting • Facebook Product Ads Stages of the Funnel
- 10. Awareness Interest Consideration Purchase • Demographic targeting • Geographic targeting • Email lists • Retargeting • Custom Intent (beta) • Contextual keywords • Similar audiences • YouTube for Action • TrueView In-Stream for Shopping YouTube throughout the Funnel
- 11. Awareness Interest Consideration Purchase • NB Search • NB Shopping • Branded Search • Branded Shopping • ISO Shopping • RLSA • Display Retargeting • YouTube • Display • Gmail Google throughout the Funnel
- 12. Awareness Interest Consideration Purchase • Native ads • NB Search • NB Shopping • Branded Search • Branded Shopping • ISO Shopping • RLSA Bing throughout the Funnel
- 13. Awareness Interest Consideration Purchase • Demographic Targeting • Interest Targeting • Look-a-like Audience Prospecting • Look-a-like Audience Prospecting • Remarketing with Dynamic Product Ads Facebook throughout the Funnel
- 14. Copyright 2017 - Q4 Amazon Virtual Summit Single Screenshot Template Bulleted Content Use this slide for bulleted topics ● In odio dolor proin montes ad ac. Parturient nisl sit purus egestas ● ut condimentum ut voluptate sodales. Est erat et amet nec purus ● Sodales magna amet orci posuere, lectus id, fermentum sed bibendum vitae est tristique odio, erat aptent justo. Ideal Budget Strategy at Every Stage
- 15. Ideal Budget Allocation - Start Up
- 16. Ideal Budget Allocation - Mature
- 17. Ideal Budget Allocation - Historically Wholesale
- 18. Ideal Budget Allocation - Traditional Reseller
- 19. Ideal Budget Allocation - Reseller & House Brands
- 20. Key Metrics to Evaluate Your Campaign
- 21. Key Metrics: Top to Middle Funnel ● Reach & Engagement ○ % New Sessions ○ Social Reach ○ Bounce Rate ○ Adjusted Bounce Rate* ○ Time on Site ○ Page Views ○ Avg. Session Duration ○ Micro Conversions ○ Custom Events Awareness Interest
- 22. Key Metrics: Middle to Bottom Funnel ● Action & Conversion ○ Click-Through Rate (CTR) ○ Conversion Rate ○ Cost Per Conversion (CPA) ○ ROAS and/or ROI (Profit) ○ Assisted Conversions ○ Macro Conversions ○ Custom Events Consideration Purchase
- 23. Analyzing Conversion Paths ● Learn about the customer journey ● Identify highest value conversion paths ● Leverage data to inform budget allocation
- 24. Examples: Putting Budget Allocation Into Practice
- 25. Let’s start with an example of a fictional Start-Up company called Sunshine Apparel Sunshine Apparel’s investors are allocating them a $10,000 per month budget to spend on digital advertising Given Sunshine Apparel’s budget and maturity level, starting budget allocation could be: ● 60% Demand Generation - $6,000 / mo. ● 20% Demand Fostering - $2,000 / mo. ● 10% Demand Capture - $1,000 / mo. ● 10% Re-acquisition - $1,000 / mo. Start-Up Example: Sunshine Apparel
- 26. Awareness - $6k Interest - $2k Consideration - $1k Purchase - $1k • Facebook Demographic/Interest Targeting ($2k) • YouTube Demographic/Geographic Targeting ($2k) • Bing Native Ads ($0) • Google Display/Gmail Ads ($2k) • Facebook Lookalikes/Similar Audiences ($0) • YouTube/Google Display In-Market & Affinity Audiences ($0k) • Google & Bing Search and Shopping Non-Branded Ads ($2k) • Google & Bing Branded Search ($500) • Google & Bing Branded Shopping ($500) • Facebook Lookalikes/Similar Audiences ($0) • Retargeting on YouTube/Google Display ($0) • RLSA on Google & Bing Search ($250) • RLSA on Google & Bing Shopping ($250) • Facebook Dynamic Product Ads ($500) Sunshine Apparel: Stages of the Funnel
- 27. Mature Brand: Strong Water Bottle Co. Let’s start with an example of a fictional mature brand called Strong Water Bottle Co (SWBC) In this example, SWBC has allocated $25,000 per month budget to spend on digital advertising Given SWBC’s budget and maturity level, a starting budget allocation could be: ● 30% Demand Generation - $7,500 per month ● 20% Demand Fostering - $5,000 per month ● 30% Demand Capture - $7,500 per month ● 20% Re-acquisition - $5,000 per month
- 28. Awareness - $7.5k Interest - $5k Consideration - $7.5k Purchase - $5k • Facebook Demographic/Interest Targeting ($2.5k) • YouTube Demographic/Geographic Targeting ($2k) • Bing Native Ads ($500) • Google Display/Gmail Ads ($2.5k) • Facebook Lookalikes/Similar Audiences ($2k) • YouTube/Google Display In-Market & Affinity Audiences ($0k) • Google & Bing Search and Shopping Non-Branded Ads ($3k) • Google & Bing Branded Search ($2.5k) • Google & Bing Branded Shopping ($2.5k) • Facebook Lookalikes/Similar Audiences ($2.5k) • Retargeting on YouTube/Google Display ($1.5k) • RLSA on Google & Bing Search ($750) • RLSA on Google & Bing Shopping ($750) • Facebook Dynamic Product Ads ($2k) SWBC: Stages of the Funnel
- 29. Traditional Reseller Example: Sneaker Mart Let’s start with an example of a fictional reseller company called Sneaker Mart In this example, Sneaker Mart has $15,000 per month budget to spend on digital advertising. Given Sneaker Mart’s budget and maturity level, a starting budget allocation could be: ● 5% Demand Generation - $750 per month ● 10% Demand Fostering - $1,500 per month ● 60% Demand Capture - $9,000 per month ● 25% Re-acquisition - $3,750 per month
- 30. Awareness - $750 Interest - $1.5k Consideration - $9k Purchase - $3.75k • Facebook Demographic/Interest Targeting ($0k) • YouTube Demographic/Geographic Targeting ($0k) • Bing Native Ads ($0k) • Google Display/Gmail Ads ($750k) • Facebook Lookalikes/Similar Audiences ($0k) • YouTube/Google Display In-Market & Affinity Audiences ($0k) • Google & Bing Search and Shopping Non-Branded Ads ($1.5k) • Google & Bing Branded Search ($3k) • Google & Bing Branded Shopping ($4k) • Facebook Lookalikes/Similar Audiences ($2k) • Retargeting on YouTube/Google Display ($1.25k) • RLSA on Google & Bing Search ($500) • RLSA on Google & Bing Shopping ($500) • Facebook Dynamic Product Ads ($1,5k) Sneaker Mart: Stages of the Funnel
- 31. Today’s Agenda ● Identifying Your Business’ Maturity Level ● Budget Allocation from Start-Up to Wholesale ● Key Metrics for Evaluating Your Campaign & Ad Spend ● Advertising Platform Offerings at Every Level of the Funnel ● Leveraging Google, YouTube, Bing & Facebook ● Walk-through of Budget Implementation
- 32. SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Schedule Your 1-1 Ecommerce Acceleration Strategy Evaluation
- 33. Questions for Today’s Speakers? Jason Bell Sr. Retail Search Manager Michael Ward Lead Retail Search Manager