advanced google adwords for e-commerce websites
DESCRIPTION
This presentation was given by Jeff Sauer on 10/19/2012 to the Midwest Marketers Group of E-Commerce and Catalog Marketers. The presentation was held in Minneapolis and covered four major topics: * Advanced PPC Tactics * Self PPC Management Tips * How to get the most out of your PPC Agency? * How to become a better client to PPC agenciesTRANSCRIPT
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Improving PPC Performance for
E-Commerce Websites
Jeff Sauer Three Deep Marketing
@jeffalytics @threedeep
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About Three Deep Marketing and Jeff Sauer
Manage $5+ million in paid search spending annually
One of 30 companies in the US certified in Google AdWords and Google Analytics
Jeff Sauer named 2012 CIO of the Year by the Minneapolis/St. Paul Business Journal
Inc. 5000 Fast Growing Company Award in 2010, 2011 & 2012
Developed Online Lead Generation Software Crossfuse in 2011/2012
Board Member for MIMA and MnSearch
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ADVANCED PPC TACTICS FOR ECOMMERCE
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SITELINKS
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Adding Sitelinks
Ad Sitelinks in the Ad Extensions Tab
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Sitelinks Tips
Keep your sitelinks short
Group sections of your site into their own ad groups so you can get deeper sitelinks
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Optimizing Sitelinks
Review metrics for sitelinks over time
Use sitelinks with many click thrus and conversions in multiple campaigns wherever relevant
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RATINGS & REVIEWS
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Ratings & Reviews
In order to get ratings for your products, you must first work to capture ratings either on your site or through Google Checkout
Once you reach a 30 ratings and you have 4 or more stars, you are eligible to receive ratings extensions in your ads
Pro Tip: Capture ratings immediately after the purchase for best response quantity
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Ratings & Reviews Tips
Using a third party survey at the end of the purchase process allows you to receive ratings much faster than relying on Google Merchant Center reviews
The Bizrate survey program allows you to capture many reviews in a short amount of time, but can also alienate customers if you choose the wrong offer
There are no metrics available to determine performance of ratings extensions, but
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PRODUCT LISTINGS
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History of Google Product Search
For many years, Google Product Search results were free and were treated as organic searches
Like all good things, this has come to an end and you now must pay for placement
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Product Listing Ads
In order to get product listings for your ads you need to:– Have a product feed that AdWords can access– Fill out as many fields for your product feed
• Better targeting• Higher probability for appearing in specific searches
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Product Listing Feed Tips
Ecommerce vendors should be able to provide your product data in a feed format that Google can understand
If you are selling clothes or other specialty products, special information like size and color must be included in the feed
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SELF-MANAGEMENT TIPS
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MATCH TYPES
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Keyword: Puppy Mailbox Broad Query – Puppy Mailbox:
– Garden with little dog that’s in a blue mailbox
Modified Broad Query - +Puppy +Mailbox– That little puppy is in a blue mailbox
Phrase Query – “Puppy mailbox”: – Little puppy mailbox in the garden
Exact Query – [Puppy mailbox]: – Puppy mailbox
Broad vs. Phrase vs. Exact Match
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Match Type Tips
Use broad match keywords sparingly
For high volume terms, add modified broad, phrase and exact match keywords to your ad group
Google may give you a warning when the same keyword appears twice in a campaign with a different match type. Safely ignore this warning
More keywords are better than fewer, and you can never have too many keywords
Use the search query report to generate more keywords
Aim for a 1 to 1 ratio of keywords to search queries
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Search Query Reports can be Revealing
Sample Search Query Report for Broad matched keyword Baby Diapers:
Search Term Match Type
Baby changing bibs diapers Broad Match
Food & diapers changing baby Broad Match
Free diaper samples by mail Broad Match
Pampers diapers Broad Match
Pampers baby diapers recall Broad Match
Diapers pamper brand shop Broad Match
Baby care essentials diapers Broad Match
Number diapers baby 24 hour period Broad Match
Pampers diaper recall Broad Match
Pampers diapers Broad MatchBest baby diapers Phrase Match
Many of these keywords are completely irrelevant!
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NEGATIVE KEYWORDS
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Search Query Reports & Negative Keywords
Broad and Modified Broad Match Keywords can bring in visitors for completely off the wall searches. For example, if you sell replacement windows on a house, if you bid on the term “windows” you will receive searchers for the operating system if you are not careful
Add negative keywords to campaign by adding – before each word, like –xp and -8 to block traffic for Windows XP and Windows 8 operating systems. –microsoft could be used as well.
Find more negative keywords by mining your search query reports!
Negatives help your CTR as well as prevents spending on irrelevant search terms
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COST-PER-ACQUISITION BIDDING
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Look into CPA Bidding
If you use AdWords convesion tracking and your campaigns have at least 15 conversions per month, you can participate in cost per acquisition (CPA) bidding
There are two ways to accomplish this, through conversion optimizer or enhanced CPC bidding
This can drive many more conversions at a price below your target
Be careful, because this method of bidding can also lead to fewer new customers due to over-efficiency
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ANALYTICS INTEGRATION
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Integrate Google Analytics with AdWords
Integrating Google Analytics with your AdWords data can provide better insight on your landing pages– Do they have a low time on site?– Do they “bounce” off that page or do they convert?– Do they navigate to other pages? Should those be converted to
landing pages?
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Three Common Google Analytics Mistakes
The three most common Google Analytics integration mistakes we see are:
1. Data Sharing not enabled in Analytics
2. Auto-Tagging not turned on in AdWords
3. Cost source data from AdWords not applied to Analytics
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QUALITY SCORES
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Maximize Your Quality Scores
A Quality Score is Google’s quality indicator for keywords relative to ads
Good Quality Scores help lower your cost-per-click (CPC) Keyword + Historical CTR + Ad Copy + Landing Page =
Quality Score If your ads have a low quality score, consider breaking your
ads out into more specific ad groups and revise the ad copy
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INVEST IN LANDING PAGES
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Invest in Landing Pages
Sending traffic to your website with no clear direction for your visitor is NEVER a good idea
Good landing pages help your visitor to make a good decision, and quickly
A lot of thought goes into effective landing page design– User Experience– Creative Design– Persuasive Architecture– Conversion Rate Optimization – Paid Search Traffic
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PROPER BIDDING
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Bidding on Keywords is an Art
Under-bidding on keywords makes it unlikely that you’ll appear for your desired keywords
Alternatively, don’t overbid on keywords just because you have the budget
The ideal scenario involves only paying the minimum required by Google to achieve your desired results
Use bid strategies to achieve your goals. Common bid strategies are:– Lowest cost per click possible to achieve click volume– Most cost effective clicks to drive customer conversions– Bid to achieve highest position in search results– Generate the most conversions possible, regardless of costs
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WHAT MAKES A GOOD PPC AGENCY?
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SEPARATE BRAND VS. NON BRAND
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THEY PROVIDE FULLY LOADED COSTS
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WARY OF CHARGING ON % OF SPEND
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FOCUS ON THE BEST & MOST UNIQUE PRODUCTS
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UNDERSTAND YOUR BUSINESS NEEDS
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INDUSTRY OR CATEGORY EXPERIENCE
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WHAT MAKES A GOOD PPC CLIENT?
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CREATES LANDING PAGES EASILY
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UNDERSTANDS PRODUCT INVENTORY
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ADDS NEW PRODUCTS REGULARLY
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UNDERSTANDS PRODUCT DEMAND
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OFFERS UNIQUE PRODUCTS
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TEST & LEARN BUDGET
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HAS CLEAR BUSINESS OBJECTIVES
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DEFINED CAMPAIGN GOALS
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UNDERSTANDS ACCOUNT MATURITY
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UNDERSTANDS ONLINE/OFFLINE METRICS
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THANK YOU!