This document summarizes an e-commerce marketing presentation. It discusses:
1) The state of e-commerce and growth trends in online shopping.
2) The importance of business metrics, competitive intelligence, compelling marketing, SEO, and advanced PPC strategies.
3) Details on Google's Product Listing Ads and tips to increase sales through these listings.
4) Additional tips provided on conversion optimization and getting a free audit of marketing campaigns.
3. TODAY’S PRESENTERS
• Jana Fun– Marketing Manager, MixRank
• David Jaeger – Director of SEM, National Positions
• Adam de Jong – Marketing Director, National Positions
#PLAninjas
4. A competitive spy tool for contextual and display ads.
See exactly where your competitors are buying traffic and
which ad copy is generating profit.
Data from over 93,000 Google Display Network publishers.
MIXRANK
#PLAninjas
5. An industry leading Internet marketing, and one of Inc.
Magazine’s fastest growing companies in the US.
With over 1,500 clients around the globe and a 95% retention
rate—we know that improving your business is our business.
Our dedicated team of Internet marketing and ecommerce
experts can get your products seen, and sold, all over the web.
NATIONAL POSITIONS
#PLAninjas
6. OVERVIEW
• The State of E-Commerce
• The Importance of Business Metrics
• Competitive Intelligence
• Compelling Marketing
• SEO: How to Prevail over Panda & Penguin
• Advanced PPC Strategies
• Product Listing Ads Revealed
• Converting Traffic Into Sales
• Conclusion
#PLAninjas
7. THE STATE OF E-COMMERCE
SOURCE: IDC, MAR 2012
35%
of the world is
online (2.3B
people)
+55%
340M
Tweets per day
+13,500%
Mobile
Accounts for 10% of
consumers’ time and
12% of internet traffic
+67%
1B
Facebook users
+233%
4B
YouTube views per
day
+300%
23M
Monthly unique
visitors to Pinterest
$224B
US E-commerce
market
+53%
8. THE WAY WE SHOP NOW
Positive consumer reviews
increase their level of trust
in a business
Source: Forrester Sales Forecast, Google/Shopper Sciences Zero Moment Macro Study , April 2011; Search Engine Land ―Local
Consumer Review Survey‖ 2012; AYTM Market Research via Emarketer; The e-tailing group superior shopping experiences via
videa
Nearly 50% of retail sales will
be online or influenced by
web-research this year
They transition between
devices while shopping
Shoppers use 10+ sources
on average on the path to
purchase
SOURCE: IDC, MAR 2012
10. BUSINESS METRICS & TARGETS
Source: Forrester Sales Forecast, Google/Shopper Sciences Zero Moment Macro Study , April 2011; Search Engine Land ―Local
Consumer Review Survey‖ 2012; AYTM Market Research via Emarketer; The e-tailing group superior shopping experiences via
videa
Cost Per Acquisition Targets
ROAS or Cost of Sale
Branded vs. Non-Branded
Call Tracking
11. COMPETITIVE INTELLIGENCE
Source: Forrester Sales Forecast, Google/Shopper Sciences Zero Moment Macro Study , April 2011; Search Engine Land ―Local
Consumer Review Survey‖ 2012; AYTM Market Research via Emarketer; The e-tailing group superior shopping experiences via
videa
Adwords Keyword Tool: See
the search volume of each
keyword and it’s
competition.
Adwords Traffic Estimator:
Find out the CPC for your
most coveted keywords.
MixRank: Find out where
your competitors are
advertising in Display, which
ads are working and what
their doing to make money.
12. COMPELLING MARKETING
Communicate the value of your offer in 95 characters!
1. Qualifiers
2. Calls to Action
3. Risk Reduction
4. Credibility
5. Perceived Value
6. Product Features
16. WHAT DO THEY DISPLAY?
Top Ads (5)
Right Ads (8)
- Google.com &
Google Shopping
- Desktop, mobile &
tablet
17. WHY DO THEY MATTER
Since launching to all US advertisers in Nov 2010, Product Listing Ads
have seen significant growth with advertiser adoption and product
improvements
Nov 2010 to Dec 2011
PLATraffic
+600% traffic growth YoY globally
2X CTR vs. text ads
25. FAST RESULTS FROM PLAS
736%
82%
1112%
53%
SOFTWARE CLIENT
Channel: Before (30 Days) After (30 Days)
Google
Shopping
$2,821.02 $23,583.80
MOTORCYCLE APPAREL/PARTS
Channel: Before (30 Days) After (30 Days)
Google
Shopping
$11,179.53 $17,111.04
AUTO ACCESSORY CLIENT
Channel: Before (30 Days) After (30 Days)
Google
Shopping
$68,514.00 $124,658.00
Nextag $2,016.61 $24,436.20
26. PPC: ADWORDS NINJA TIPS
Use Pricing In Ads
Targeting by Model Number
Adwords Scripts
Remarketing
Tagging vs. Using Analytics URL
Category Targeting
Dynamic Display Ad Targeting
27. PLA NINJA TIPS
Optimized Data Required
Product by Product Segmentation
Unclick the import from Nextag etc. (bids are way
cheaper)
Bid Optimization by Product – Prepare for the future by
optimizing bids for CPA / ROAS / Margin
1¢ Bid Strategy
Using Negative Keywords / Search Query Report to
manage which products show for which keywords
29. CONVERSION OPTIMIZATION
1. Easy and user-friendly
navigation
2. Optimized product pages
3. Save shopping cart
abandoners
4. Dynamic remarketing
30. GET YOUR FREE AUDIT!
Pay Per Click Campaign Review & Recommendations
Google Shopping Review & Recommendations
Get actionable techniques specifically for your
campaign goals
David Jaeger
Phone: 818.224.7517
Email: Davidj@nationalpositions.com
#PLAninjas
We all know technology is changing the world. There are new stats every day about how fast the web is growing, the new technology that helps you engage with your consumer, the websites they visit, the hours they spend on their mobile phonesStats:4.4 Hrs of leisure time is spent in front of “screens” on a daily basisMobile accounts for 10% of consumers time and 12% of global internet traffic$224B US E-commerce market4B YouTube views per day (up +300% from 2009)1B Facebook users (up +233% from 2009)20% of US Ad Spend is now allocated to digital 23M Mobile Unique Visitors to Pinterest
67% Of consumers start shopping on one device and transition to another58% Of shoppers say positive consumer reviews increase level of trust in a business52%Of shoppers are more confident in making a purchase after viewing a product video Consumers’ expectations have increased in terms of access to information in-store, online and on mobile devices and, therefore, retailers must mold their 2013 commerce strategies to align with these significant changes in consumer needs. Retailers should add value to their physical and digital shopping venues by providing consumers with a cross-channel environment on which they can research and complete a purchase through the channel of their choice, according to a Cisco Systems executive at the National Retail Federation’s Retail’s Big Show 2013."We have taken a number of steps to make the shopping experience online mirror the stores, and vice versa," said Jeff Kantor, chairman of Macys.com. "We want customers to be able to shop Macy's whenever, wherever and however they prefer. Reaching customers through stores, online and mobile gives us a lot of flexibility."Read more: http://www.crainsnewyork.com/article/20130113/RETAIL_APPAREL/301139971#ixzz2Hyo5dXK0Use Target article.Example of pop up on tabletpeople are still on their phones in storesWant hassle free returnsWant free shippingWant to find their size in store, and best price in storeSame Day DeliveryTalkBin/Google: Send feedback in store via text: http://www.youtube.com/watch?v=TBjvWzOqGhk
The same is true online
67% Of consumers start shopping on one device and transition to another58% Of shoppers say positive consumer reviews increase level of trust in a business52%Of shoppers are more confident in making a purchase after viewing a product video Consumers’ expectations have increased in terms of access to information in-store, online and on mobile devices and, therefore, retailers must mold their 2013 commerce strategies to align with these significant changes in consumer needs. Retailers should add value to their physical and digital shopping venues by providing consumers with a cross-channel environment on which they can research and complete a purchase through the channel of their choice, according to a Cisco Systems executive at the National Retail Federation’s Retail’s Big Show 2013."We have taken a number of steps to make the shopping experience online mirror the stores, and vice versa," said Jeff Kantor, chairman of Macys.com. "We want customers to be able to shop Macy's whenever, wherever and however they prefer. Reaching customers through stores, online and mobile gives us a lot of flexibility."Read more: http://www.crainsnewyork.com/article/20130113/RETAIL_APPAREL/301139971#ixzz2Hyo5dXK0Use Target article.Example of pop up on tabletpeople are still on their phones in storesWant hassle free returnsWant free shippingWant to find their size in store, and best price in storeSame Day DeliveryTalkBin/Google: Send feedback in store via text: http://www.youtube.com/watch?v=TBjvWzOqGhk
67% Of consumers start shopping on one device and transition to another58% Of shoppers say positive consumer reviews increase level of trust in a business52%Of shoppers are more confident in making a purchase after viewing a product video Consumers’ expectations have increased in terms of access to information in-store, online and on mobile devices and, therefore, retailers must mold their 2013 commerce strategies to align with these significant changes in consumer needs. Retailers should add value to their physical and digital shopping venues by providing consumers with a cross-channel environment on which they can research and complete a purchase through the channel of their choice, according to a Cisco Systems executive at the National Retail Federation’s Retail’s Big Show 2013."We have taken a number of steps to make the shopping experience online mirror the stores, and vice versa," said Jeff Kantor, chairman of Macys.com. "We want customers to be able to shop Macy's whenever, wherever and however they prefer. Reaching customers through stores, online and mobile gives us a lot of flexibility."Read more: http://www.crainsnewyork.com/article/20130113/RETAIL_APPAREL/301139971#ixzz2Hyo5dXK0Use Target article.Example of pop up on tabletpeople are still on their phones in storesWant hassle free returnsWant free shippingWant to find their size in store, and best price in storeSame Day DeliveryTalkBin/Google: Send feedback in store via text: http://www.youtube.com/watch?v=TBjvWzOqGhk
Unlike text search results, where the advertiser dictates what keywords/ads show for results; for the product Results:Step 1: The user types in a queryStep 2: The Shopping Engine processes the query, checks which products in their advertiser list are relevantStep 3: Returns up to 8 of them, based on bid price, CTR and QS
Step 1: The Datafeed comes from any file that you have availableStep 2: We import the data into our serverStep 3: We export it in an optimized format for every individual engineStep 4: We track performance, and tie it back into our platform, where we optimize bids