John Smyth - Marketing, Clicks to Conversions - Inside eCommerce MicksGarage Masterclass
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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.
John Smyth - Marketing, Clicks to Conversions - Inside eCommerce MicksGarage Masterclass
- 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 ⢠Whoâs Your Customer? ⢠Gaining the Click â 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 â How do they search? ⢠Competitive Analysis ⢠Create Ads that Stand Out!
- 8. âcar partsâ âVW car partsâ âVW golf wiper bladesâ âVW golf mark 5 wiper bladesâ
- 9. Why AdWords? ⢠Performance Driven Marketing ⢠Complete Purchase Funnel ⢠Know Your Product / Service ⢠Research Your Audience â How do they search? ⢠Competitive Analysis ⢠Create Ads that Stand Out!
- 10. ⢠Top Level KPIs â Clicks, Impressions, CTR, Conversions, CPA â Conversion Rate ⢠In Depth KPIs â Search Impression Share % â Quality Score â Know it inside out â Device Split â How does mobile operate â Top v Others â Google Search v Search Partners â A.B.T⌠Always Be Testing! ⢠Ads ⢠Keywords ⢠Bids ⢠Landing Pages AdWords â KPI Driven Management
- 11. AdWords â The Must Doâs 1. In-Depth Research 2. Simple, Understandable Structure 3. Ad Relevancy â Make Users Want to Click 4. Ad, Keyword & Landing Page Connection 5. KPI Model â Donât shoot blind 6. Link with Analytics â Beyond the Click 7. Never Stop Testing â Ever! 8. Know Your Bottom Line â ROI Rules
- 14. SEO ⢠Start with Low Hanging Fruit â Your Site ⢠Structure â Easy to Navigate ⢠4 Key Things â URL, Page Title, H1 Tag, Page Blurb ⢠Make it easy for Google & Your Users ⢠Create Page Content for the User ⢠Webmaster Tools â Understand it â Geo Targeting, big wins! ⢠Focus on Content, not Links â Aim to keep users â 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 ⢠Canât stop there ⢠âBeyond The Clickâ â Website â Basket ⢠Holistic Marketing Approach â Traffic InâŚ.Traffic Out ⢠Funnel Management
- 19. How do we persuade? ⢠Choice, Brands & Value ⢠âCar Part Expertsâ ⢠360° Imagery ⢠Video ⢠Blog â How To Guides ⢠Product / Company Reviews ⢠Free Delivery / 365 Day Returns
- 20. Measure Smartly ⢠Analytics ⢠Donât waste time ⢠Goals & KPIs ⢠Reports you need ⢠Less time tracking â more time deciding ⢠Data Overload
- 21. What to Measure? ⢠Usual â Visits, Bounce Rate, Time on Site ⢠Go Deeper â Hours of the Day â Exit Rate â Where do they leave from? â Basket Funnel â Mobile v Desktop â Site Search â is there overuse? If so, youâre pages are poor
- 22. KPIs â 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. LearnâŚEvolveâŚGrow ⢠Not Perfect ⢠Constant Learning ⢠Live By Your Metrics ⢠Focus On Your Users â Learn From Your Customers ⢠New Challenges- New Channels
- 24. Going Back to the Office ⢠Goals â Are they defined? Write them down ⢠Have You Targets? Write them down ⢠Do You Know Your Customers? ⢠BeforeâŚDuringâŚAfter ⢠What are your Metrics? â How do you track them? â Are you spending enough time on them?
- 25. Further Resources ⢠Websites â Google blogs â (AdWords & Analytics) â Marketing Land / Search Engine Land / Search Engine Watch â GetElastic.com â PracticaleCommerce.com â Occamâs Razor â AvinashKaushik ⢠Twitter Accounts â Rand Fishkin @randfish â Danny Sullivan @dannysullivan â Sean Si - SEO Hacker @seo_hacker â Matt Cutts - @mattcutts
- 26. Questions?
Editor's Notes
- #5: Agenda for today
- #17: TripadvisorAmazonBookingRyanair Hairbo & Free Friday
- #24: Everydayâs a school day!Content creation will be linked to the bottom line figures, and companies will strive to be able put a hard number on what it generates in terms of conversion for them. Need to understand what customer do overtime on their way to purchase, repurchase and brand advocacy. Content canât just be good, it has to be great to stand out from a very noisy crowd.