SEM Optimization for Ecommerce Sites
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The document provides a glossary and best practices for search engine marketing (SEM) and pay-per-click (PPC) advertising, highlighting key terms like Google AdWords, average CPC, and the importance of URL tagging. It emphasizes tracking conversions effectively using Google Analytics, optimizing ad copy and landing pages, and utilizing remarketing strategies to enhance performance. Key takeaways include tracking PPC revenue, testing various strategies, and utilizing ad extensions for better visibility.
SEM Optimization for Ecommerce Sites
- 3. Glossary of Terms • PPC – Pay per click, a term used to describe online advertising methods in which the advertiser is charges only when a user clicks on an ad • SEM – Search engine marketing, often used synonymously with PPC • Google AdWords – Google’s online advertising program where you pay only when a user clicks your ad • Average CPC – average amount you paid per click • PLAs – Product Listing Ads, Google’s paid inclusion shopping feed • Conversion codes – used to track conversions on your website #ecommerceSEM
- 4. Best Practices for Tracking Performance
- 5. Best Practices • Tag Your URLs – AdWords has auto-tagging feature to ensure all URLs have Google Analytics parameters #ecommerceSEM
- 6. Best Practices • Tag Your URLs – For other advertising platforms, you must manually append the parameters – Can choose to do so on Google for greater control over parameter values – Tip: Use Google’s URL builder http://bit.ly/URL-Builder #ecommerceSEM
- 8. Best Practices • What happens if you don’t tag your URLs correctly? – Other traffic sources get credit for your work! #ecommerceSEM
- 9. Best Practices • Modify your Google Analytics (GA) & conversion codes to track revenue – Defaults do not contain the necessary lines of code to pull in your revenue data #ecommerceSEM
- 10. Best Practices • Modify your Google Analytics (GA) & conversion codes to track revenue – Easy fix for conversion codes #ecommerceSEM
- 11. Best Practices • Modify your Google Analytics (GA) & conversion codes to track revenue – Different story for GA – Update profile settings for ecommerce – Need additional lines of code #ecommerceSEM
- 12. Best Practices • Modify your Google Analytics (GA) & conversion codes to track revenue – Great guide in Analytics Help Center http://bit.ly/GA-Ecomm – Tip: Additional code tweaks needs for shopping carts that live on another domain http://bit.ly/CrossDomain #ecommerceSEM
- 13. Best Practices • Why should I do all this? – Gain insights to performance that you wouldn’t have available #ecommerceSEM
- 14. Best Practices • Why should I do all this? – AdWords can show you that your brand name is driving the majority of your sales #ecommerceSEM
- 15. Best Practices • Why should I do all this? – GA can tell you what these customers are buying #ecommerceSEM
- 17. Effective Bidding Practices • Use conversion columns in Google to quickly assess performance & ROI – Total Conv. Value, Value/Click, Value/Cost #ecommerceSEM
- 18. Effective Bidding Practices • Assign unique strategies based on intent of query – Purchase vs. research vs #ecommerceSEM
- 19. Effective Bidding Practices • Use a Conversion Assist report to help calculate the true value of each keyword #ecommerceSEM
- 20. Effective Bidding Practices • Evaluate performance based on first 90-day of Customer Lifetime Value • Instead of Try using #ecommerceSEM
- 21. Effective Ad Copy Practices • What makes you stand out among competitors? #ecommerceSEM
- 22. Effective Ad Copy Practices • Make sure to test different offers CTR 2X Higher #ecommerceSEM
- 23. Effective Ad Copy Practices • Make sure to test different offers – Tip: Ad copy rotation default setting is to optimize for maximum clicks, this is not your best bet for testing #ecommerceSEM
- 24. Effective Landing Page Strategies • Where should you send your traffic? #ecommerceSEM
- 25. Effective Landing Page Strategies • Where should you send your traffic? – Make sure your site is mobile optimized if you are targeting mobile devices • Product images should be large and clear on a smaller screen • Add to cart button should be thumb-clickable #ecommerceSEM
- 26. Cohort Analysis 101 • Compare campaigns using Cohort Analysis #ecommerceSEM
- 27. Effective Features within Adwords & Bing Ads
- 28. Effective Advertising Features • Test AdWords Remarketing – Show your ads to audiences who have already visited your site #ecommerceSEM
- 29. Effective Advertising Features • Test AdWords Remarketing – Target users who abandoned cart or have low retention – Upsell to users who had previously converted • Only signed up for newsletter? Serve them ads to buy #ecommerceSEM
- 30. Effective Advertising Features • AdWords Remarketing – New Features – Remarketing Lists for Search Ads (RLSA) • Great way to break into competitive high CPC terms – Dynamic Remarketing • Use your Google Merchant Center account and dynamic remarketing pixel to target visitors with specific products viewed – Similar Audiences • One client increased revenue from the Google Display Network by 31% #ecommerceSEM
- 31. Effective Advertising Features • Test Product Listing Ads (PLAs) – 8 out of the top 20 AdWords advertisers had more impressions from PLAs than standard text ads (source) * #ecommerceSEM
- 32. Effective Advertising Features • Test Product Listing Ads (PLAs) – One SEER client saw 33% cheaper CPCs for comparable keywords – Also had a 11% higher conversion rate #ecommerceSEM
- 33. Effective Advertising Features • Test Product Listing Ads (PLAs) – Use the optional adwords_grouping and adwords_label columns to control budget allocation and bids – By pulling regular search query reports (SQR) and adding negatives, optimize your ad groups and eliminate inefficient spend #ecommerceSEM
- 34. Effective Advertising Features • Use Google Ad Extensions & increase your real estate – – – – Sitelink Extensions Call Extensions Location Extensions Offer Extensions #ecommerceSEM
- 35. Key Takeaways
- 36. Do These Now! – – – – – – – Track revenue from PPC campaigns Analyze a conversion assist report Test, test, and test again Be cognizant of default ad rotation settings Evaluate your landing pages Start remarketing to your visitors Enable sitelinks #ecommerceSEM