Paid Search and eCommerce | Elizabeth Marsten

Transcript

1. Image Source: Getty Images The Building Blocks of Paid Search Elizabeth Marsten @ebkendo WooCommerce Developers Conference October 19, 2017
2. @ebkendo • Senior Director, E-Commerce Growth Services • Seattle, WA • 11 years in the search industry • PPC, Social, SEO, Analytics, Content • Speaker: SMX Adv/East/West, Mozcon, PPC Masters, Friends of Search, HeroCon • Author: Lynda.com, All in One Web Marketing for Dummies • And… @ebkendo
3. Mommy Image Source: @ebkendo
4. © 2017 CommerceHub, Inc. All product and company names and logos are trademarks™ or registered® trademarks of their respective holders. THE COMMERCEHUB NETWORK Connecting Sources of Supply with Meaningful Sources of Demand and Delivery RETAILERS BRANDS MARKETPLACES CARRIERS SOCIAL DISTRIBUTORS 3PLS SEARCH
5. It depends. Image Source: Getty Images
6. Setting Expectations Image Source: Getty Images
7. Set Expectations: Budget Choose a number you’re comfortable with and know that your return could be zero. • Consider • Competition • Avg. CPC • Set a goal • 3:1 ROAS on text/keyword ads • 5:1 ROAS on product listing ads
8. Set Expectations: Channel Choice Choose channels that fit your budget and goals Google • Volume – 80% • Multiple ad types • Robust scheduling • Lots of control/options • Offline editor • Customer support • Active community Bing • Volume – 20% • Multiple ad types • Some scheduling • Low maintenance • Import from Google • Offline editor • Excellent customer support Facebook • Volume – 20% • Audiences, not search • Behaviors, interests • Low cost per click • High maintenance – ad fatigue
9. Set Expectations: Channel Choice Choose channels that fit your budget and goals Pinterest • Free option – rich pins • Promoted and Shoppable • Limited program partners • Limited cart partners Connexity • CSE (comparison shopping engine) • Shopzilla, Pricegrabber & Become • Low CPCs • Less control/optimizations LinkedIn • B2B • Lead generation • High avg CPCs • Continually adding targeting and ad types • Now owned by MSFT
10. Set Expectations: Competitors • Perform some searches on top or exclusive products • Run some numbers • Keyword Planner • Google Trends • Share of Voice • Spyfu, SimilarWeb, SEMrush • Compare personas
11. Set Expectations: Tools & Resources Product Feeds • YouTube • CPC Strategy • Fantastic Feeds & How to Mind Them Getting Started • Google AdWords Certification • Fundamentals • Search • Market Motive • Lynda, Udemy • Guide to Quality Score – PPC Hero
12. Setting Schedules & Time Management Image Source: Getty Images
13. Set a Schedule: Ad Spend How much time do you actually have to dedicate to management? • At least twice a week, if not more, bid management adjustments • Bid frequency typically has an effect on performance • Also depends on how many keywords/products you’re working with and the sales velocity, competitiveness of the category or product • Weekly or monthly, campaign budget adjustments • Finding your spend speed • Determining high days of the week or times of the month
14. Set a Schedule: Account Optimization • Keywords – Weekly or Monthly • Add new keywords or match types • Review modifiers • Review Quality Score • Ad copy adjustments (benefits, features, promotions) • Update sitelinks • Use click/impressions and spend to gauge frequency – this will depend on your own businesses’ definition of “high” or “low” volume. Just be sure to give the machine enough time and data to make good decisions. 100 clicks or 1,000,000,000 clicks – it’s all relative
15. Set a Schedule: Account Optimization • Product Listing Ads – Weekly or Monthly • Add negative keywords • Organize products in product groups or campaigns, especially new items • Review modifiers • Review product data in the feed – product titles, categories, description
16. Set a Schedule: Rinse & Repeat - Example  Budget setting and review  Bidding frequency and adjustments (including modifiers)  Ad copy testing  Keyword match type adjustments  Add, delete or pause keywords  Segment products into campaigns/product groups  Review and adjust campaign and ad group settings  Review product data in the feed and how it looks on the SERP  Apply promotional calendar
17. Set a Schedule: Optimization Tools • Keywords: • Search query report and Keyword Planning Tool (in AdWords), find new and negative keywords • Search suggest, customer reviews or support • Product Ads: • Feed management • Search query reports
18. Set a Schedule: Optimization Resources • The Easy 8-Step Checklist for PPC Audits – Wordstream • How to Optimize Shopping Campaigns for Every Level of Intent - Wordstream • 7 Tips for Google Shopping Feed Optimization – DataFeed Watch • Is Price a Proxy for Quality Score in Product Ads? – Search Engine Land
19. Setting up for Success Image Source: Getty Images
20. Setting up for Success: Tracking & Automation • Google Analytics • Dashboards, scheduled reports • Bid Management Software • Are you enterprise, mid or small? • Wordstream, Kenshoo, Marin, Acquisio, QuanticMind • Interns…
21. Setting up for Success: Feed Management Solution Best For Product Catalog Size Guideline Google Spreadsheet SMBs, small catalogs, static products offered, infrequent promotions, stable inventory Small (3k or less) Excel – manual upload SMBs, small catalogs, static products offered, infrequent promotions, stable inventory Small (3k or less) or Medium (50k or less)
22. Setting up for Success: Feed Management Solution Best For Catalog Size Tool provider (FTP, API) • Static or constantly rotating inventory • Fast changing inventory and prices/promotions • Need to isolate groups of products quickly, at scale • Poor quality product information Medium (50k), Large (100-500k) or X-Large (500k+)
23. Setting up for Success: DIY or Help? DIY • Size of account • Able to stay on top of industry • Google or Bing rep assigned • Dev help Agency/consultant • Size of account and number of accounts • Time to manage exceeding 20hrs/week • Running multiple programs like email, marketplaces, UX
24. Setting up for Success: “Fun” Money • 80/20 Rule • Often, 80% of consistent revenue comes from 20% of keywords or products • Make sure that you’re funding the best consistently • Consider setting aside a specific section of budget for new ad types, tests or experiments
25. Setting up for Success: Next Level • Remarketing • Using previous site behavior, previous searches, video and email • Ultimate Guide to AdWords Remarketing – PPC Hero • The Complete AdWords Audit Part 15: Audiences – Certified Knowledge • Your Retargeting Sucks (But it Doesn’t Have to!) – Slideshare (mine!) • Dynamic Product Ads • Google, Yahoo, Facebook- Ad Espresso
26. Setting up for Success: Next Level • Bid Modifiers • Device, location, ad scheduling • Display & Video • Google Display Network • YouTube • Customer Match
27. Setting up Success: Resources • Search Engine Land – News, new features and tips • PPC Chat – Twitter chat, Tuesdays 9am PST • PPC Hero – How to, account management/agency focus • Clix Marketing – Friday News & Views
28. Thank You Keep Growing Copyright © 2017 CommerceHub Technologies, LLC – Confidential CommerceHub, the CommerceHub logo, OrderStream, and ProductStream are registered trademarks, and DemandStream is a trademark of Commerce Technologies, LLC. Other product names, logos, and brands are the property of their respective owners.