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33 Tactics to Engage and
Retain More Customers
IRCE 2016
PRESENTERS
Andrew Scarbrough, PriceWaiter & Delegator
Mark Ginsberg, Beyond Stores
T O P I C
S
Traffic
Conversion
Analytics
$
Crawl Budgets – Check those Canonicals
Quick on the fly tools in the browser:
• Moz
• Canonical (Chrome Extension)
Standalone Applications & SaaS
• Screaming Frog
• Deep Crawl
Review Your Index
Google Site Search Operators
• Find
pages/sections/parameters/subdomains
that shouldn’t be indexed
• “site:”
• “inurl:”
• “-inurl:”
• Combine those operators for the magic!
Crawl Budgets – Monitoring Indexation
Log File Analysis
Screaming Frog Log Analyzer
• Tool downloaded to local machine
• Bonus: plays nicely with SEO spider
Logz.io
• SaaS that handleslogistics and backend
of log files
Turning Mentions into Links
•Monitor mentions
•Review for non-linked mentions
•Hustle for link revision
•Iterate and automate
(mention.com)
.edu Link Building Campaign
.edu Link Building Campaign
Algorithm & Penalty Tracking
•Review 3+ years of Google algorithm
updates
•Sync your organic data from GA to identify
historical impact
•Export raw data for deeper analysis
•Review penalties in Google WMT
Amazon Exact Match Bidding
•Amazon shoppers copy/paste into search
engines to comparison shop
•Copy/Paste top Amazon Product Names
as Exact Match keywords for AdWords
•Automate it!
Remarketing Lists for Search Ads (RLSA)
•Bid on competitive keywords for a discount
•Adjust bids based on audience
•Modify bids based on funnel position
•Also available for Google Shopping
Use Seller Ratings
•Boost CTR
•Lift Conversion
•Reuse reviews elsewhere
AdWords Scripts
•Automate common tasks
•Auto-populate Google Spreadsheets
•Let the robots tell you what to focus on
AdWords Scripts: Declining Ad Groups
AdWords Scripts: 404 Link Checker
AdWords Scripts: Hour of Day/Day of Week Bidding
AdWords Scripts: Quality Score Tracking
Google Shopping – Understanding Keyword Targeting
•Targeting based on datafeed, not keyword
targeting
•Prioritization (High, Medium, Low)
•Negative keyword lists are ESSENTIAL
•Tiered campaigns to target
underperforming keywords
Google Shopping (PLAs) – Programmatic Bidding
•Bid using cost/margin data!
•Automate bidding and product
categorization and grouping
User Test Your Competition
•Same scenario/objective for 3-4 sites
•Don’t reveal which site is yours
•Fill your A/B testing pipeline
$
Review Your On-Site Search Terms
•Review your top 25 queries regularly
•Conduct the same searches and review
results/merchandising
•User Test top searches (against the
competition too)
$
On-Site Search = Content Ideas
•Use on-site search terms for content ideas
•Adjust site FAQs
•Adjust categories and site structure
•Long tail queries = blog content
•Find questions using regex:
(what)|(how)|(why)|(who)|(when)|(where)
$
Product Page Calls-to-Action
$
Exit Intent
$
•Targeting
•Design
•Copy
•Calls-to-Action
Social Proof
•Tell shoppers how many happy customers you have
•Embed and showcase select reviews and social posts
in relevant parts of the funnel
•Add real life examples of products to product pages
•Incorporate video reviews and testimonials in drip
campaigns
$
Replace (not provided)
•Advanced Filter in Google Analytics
•Replace (not provided) with the Landing
Page
•Outputs “np - /shoes/running/nike” in GA
5 Widgets to Add to Your GA Dashboard Today
•Total Site Traffic with key trends (Bounce
Rate, Avg. Session Duration, Pages/Visit)
•Organic Site Traffic Trend with top 7-10
landing pages
•E-commerce Data with trendline of
revenue & transactions
•AdWords Spend
•Traffic Sources Pie Chart
Choose Your Attribution Model (carefully)
http://adwords.blogspot.com/2016/05/move-beyond-last-click-attribution.html
Create and USE a Branded Advanced Segment
Advanced Segments
•Better reporting
•Better remarketing
Call Tracking
•Start simple (and affordably)
•All Paid Channels
•Email Campaigns
•Offline Campaigns
Questions?
(tweet @pricewaiter for a copy of the slides)
Andrew Scarbrough, @pricewaiter, @delegator
Mark Ginsberg, @beyondstores, @markginsberg

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33 Tactics to Engage and Retain More Customers - IRCE 2016

  • 1. 33 Tactics to Engage and Retain More Customers IRCE 2016 PRESENTERS Andrew Scarbrough, PriceWaiter & Delegator Mark Ginsberg, Beyond Stores
  • 2. T O P I C S Traffic Conversion Analytics $
  • 3. Crawl Budgets – Check those Canonicals Quick on the fly tools in the browser: • Moz • Canonical (Chrome Extension) Standalone Applications & SaaS • Screaming Frog • Deep Crawl
  • 4. Review Your Index Google Site Search Operators • Find pages/sections/parameters/subdomains that shouldn’t be indexed • “site:” • “inurl:” • “-inurl:” • Combine those operators for the magic!
  • 5. Crawl Budgets – Monitoring Indexation
  • 6. Log File Analysis Screaming Frog Log Analyzer • Tool downloaded to local machine • Bonus: plays nicely with SEO spider Logz.io • SaaS that handleslogistics and backend of log files
  • 7. Turning Mentions into Links •Monitor mentions •Review for non-linked mentions •Hustle for link revision •Iterate and automate (mention.com)
  • 10. Algorithm & Penalty Tracking •Review 3+ years of Google algorithm updates •Sync your organic data from GA to identify historical impact •Export raw data for deeper analysis •Review penalties in Google WMT
  • 11. Amazon Exact Match Bidding •Amazon shoppers copy/paste into search engines to comparison shop •Copy/Paste top Amazon Product Names as Exact Match keywords for AdWords •Automate it!
  • 12. Remarketing Lists for Search Ads (RLSA) •Bid on competitive keywords for a discount •Adjust bids based on audience •Modify bids based on funnel position •Also available for Google Shopping
  • 13. Use Seller Ratings •Boost CTR •Lift Conversion •Reuse reviews elsewhere
  • 14. AdWords Scripts •Automate common tasks •Auto-populate Google Spreadsheets •Let the robots tell you what to focus on
  • 16. AdWords Scripts: 404 Link Checker
  • 17. AdWords Scripts: Hour of Day/Day of Week Bidding
  • 18. AdWords Scripts: Quality Score Tracking
  • 19. Google Shopping – Understanding Keyword Targeting •Targeting based on datafeed, not keyword targeting •Prioritization (High, Medium, Low) •Negative keyword lists are ESSENTIAL •Tiered campaigns to target underperforming keywords
  • 20. Google Shopping (PLAs) – Programmatic Bidding •Bid using cost/margin data! •Automate bidding and product categorization and grouping
  • 21. User Test Your Competition •Same scenario/objective for 3-4 sites •Don’t reveal which site is yours •Fill your A/B testing pipeline $
  • 22. Review Your On-Site Search Terms •Review your top 25 queries regularly •Conduct the same searches and review results/merchandising •User Test top searches (against the competition too) $
  • 23. On-Site Search = Content Ideas •Use on-site search terms for content ideas •Adjust site FAQs •Adjust categories and site structure •Long tail queries = blog content •Find questions using regex: (what)|(how)|(why)|(who)|(when)|(where) $
  • 26. Social Proof •Tell shoppers how many happy customers you have •Embed and showcase select reviews and social posts in relevant parts of the funnel •Add real life examples of products to product pages •Incorporate video reviews and testimonials in drip campaigns $
  • 27. Replace (not provided) •Advanced Filter in Google Analytics •Replace (not provided) with the Landing Page •Outputs “np - /shoes/running/nike” in GA
  • 28. 5 Widgets to Add to Your GA Dashboard Today •Total Site Traffic with key trends (Bounce Rate, Avg. Session Duration, Pages/Visit) •Organic Site Traffic Trend with top 7-10 landing pages •E-commerce Data with trendline of revenue & transactions •AdWords Spend •Traffic Sources Pie Chart
  • 29. Choose Your Attribution Model (carefully) http://adwords.blogspot.com/2016/05/move-beyond-last-click-attribution.html
  • 30. Create and USE a Branded Advanced Segment
  • 32. Call Tracking •Start simple (and affordably) •All Paid Channels •Email Campaigns •Offline Campaigns
  • 33. Questions? (tweet @pricewaiter for a copy of the slides) Andrew Scarbrough, @pricewaiter, @delegator Mark Ginsberg, @beyondstores, @markginsberg

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  1. Andrew CMO Internet Retailer Second 500 Furniture and Home Décor
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  21. Mark Alternate product page Calls to Actions Added $4M in incremental revenue
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