ecommerce & retail ppc tactics - smx east 2010 - alex cohen of clickequations
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Get 3 highly actionable PPC tips that don't require IT approval!TRANSCRIPT
© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 1
Alex Cohen, Senior Marketing Manager
www.clickequations.com | @digitalalex
3 eCommerce PPC Tips You Can Use Tomorrow
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3 eCommerce PPC Tips You Can Use Tomorrow
1. Monitor Your “Budget Lost Impression Share”
2. Query Mine Your Head Keywords for Winners
3. Catch Trends with “What’s Changed?” Reports
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Monitor Budget Lost Impression Share
#
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Throw Money At Your IS Problem
Total Impressions /
Possible Impressions
Lost Impressions due to
low Campaign budget
Lost Impressions due to
low Ad Rank
(Ad Rank = Bid * Quality Score)
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Find Impression Share in “Columns”
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Example: Prioritize by looking at Net Profit & ROI
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2 Tips to Master Budget Lost IS
1. Review Impression Share Metrics today and adjust budgets
2. Monitor Budget Lost Impression Share during peak sale times (Black Friday, etc.)
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Long Version: Project a Run Rate
www.ClickEquations.com/Analyst
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Query Mine Your Head Keywords for Winners
#
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What Is A Search Query?
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Focus On Your Head Terms
0.11% of all keywords
generate 80% of
all revenue
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Where Are The Search Queries?
Google YahooBing (MSN)
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Start With Broad Match Terms
www.ClickEquations.com/Analyst
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Create a “Winners” List of Converting Queries
Winners (Search Queries that convert profitably)
Search Query Keyword Match Type Avg CPC Clicks Cost
Last Click
Conversions
Last Click
Assists
Last Click
Revenue
urinary incontinence on dogs doghouse dogs urinary Broad 0.45$ 2 0.89$ 1 1 35.98$
dog calming spray dog calming Phrase 0.59$ 2 1.18$ 1 1 28.47$
bravo bully sticks in bulk bully sticks Phrase 1.27$ 1 1.27$ 1 0 89.99$
dog urinary medicine dogs urinary Broad 0.45$ 3 1.34$ 1 1 29.86$
wellness brand dog food wellness dog food Broad 0.55$ 3 1.67$ 1 0 61.53$
Losers (Search Queries that do not convert
Search Query Keyword Match Type Avg CPC Clicks Cost
Last Click
Conversions
Last Click
Assists
Last Click
Revenue
bully sticks wholesale bully sticks Phrase 1.39$ 9 12.67$ 0 0 -$
bone buddies bully sticks bully sticks Phrase 1.43$ 4 5.71$ 0 0 -$
newman's own dog food newman's own dog Broad 0.41$ 14 5.45$ 0 0 -$
bully sticks wholesale bully sticks Phrase 1.34$ 4 5.35$ 0 0 -$
dog treats, bully sticks bully sticks Phrase 1.27$ 4 5.07$ 0 0 -$
newman's own dog food newman's own dog Broad 0.39$ 11 4.27$ 0 0 -$
www.ClickEquations.com/Analyst
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Promote Winners to Exact Match
Exact Match
Beats
Phrase Match
Beats
Broad Match
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Long Version: Find Synonyms with Microsoft Ad Intelligence
Microsoft Advertising Intelligence
(http://bit.ly/searchintel)
Unreliable
Better
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Catch Trends with “What’s Changed?” Reports
#
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Top 10 Reports Hide Trends
March ‘10 April ‘10
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Listen to The Master
"While we obsess about our brand terms and our top ten key phrases the reality is that the long tail of search means that our organic and search campaigns focus on tens of thousands or hundreds of thousands of keywords.
One effective strategy to deal with this purely data problem is to focus on what's changed."
-Avinash Kaushik
Author, Web Analytics 2.0Advisor, ClickEquations
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Example: Hot Campaigns & Keywords
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Create a What’s Changed Report
1. Pick a Segment
2. Choose a Metric
3. Set a Time Period
Ad Groups & Keywords
Gross Profit, ROI or CPA
Week/Week & Month/Month
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Try It TODAY: Free Google Analytics Plug-In
http://clck.it/whats-changed
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43 Paid Search Marketing Tools1. Keyword Research
– Google Keyword Research Tool -https://adwords.google.com/select/KeywordToolExternal
– Wordtracker – www.wordtracker.com– Trellian Keyword Discovery -
http://www.keyworddiscovery.com/– SEO Book Keyword Tool –
http://tools.seobook.com/keyword-tools/seobook/– Wordstream – www.wordstream.com
2. Competitive Analysis1. Compete – www.compete.com2. AdGooRoo – www.adgooroo.com3. SEMRush – www.semrush.com4. The Search Monitor – www.thesearchmonitor.com5. iSpionage – www.ispionage.com
3. Display Research 1. Google Placement Tool – Instructions -
http://clck.it/placement-tool2. DoubleClick Ad Planner –
http://www.google.com/adplanner/3. Web Data Extractor - http://www.webextractor.com/
4. Performance Marketing Platforms• ClickEquations – www.clickequations.com• Kenshoo – www.kenshoo.com• Marin Software – www.marinsoftware.com• Acquisio – www.acquisio.com• AdWords Editor – www.google.com/intl/en/adwordseditor/• adCenter Desktop - http://clck.it/9JbCPS
5. Niche Tools• Mongoose Metrics – www.mongoosemetrics.com• Optimine – www.optimine.com• MarchEx – www.marchex.com• ClearSaleing – www.clearsaleing.com
6. Testing & Personalization• Google Website Optimizer - www.google.com/websiteoptimizer• Omniture Test & Target - http://clck.it/testandtarget• Monetate – www.monetate.com• Sitespect – www.sitespect.com• Ion Interactive – www.ioninteractive.com
7. Analytics – Qualitative• 4Q – http://4q.iperceptions.com• Foresee – www.foreseeresults.com• UserTesting – www.usertesting.com• iPerceptions – www.iperceptions.com• KnowClick – www.knowclick.com
8. Analytics – Quantitative• Adobe by Omniture – www.omniture.com• Unica – www.unica.com• Google Analytics – www.google.com/analytics• Coremetrics – www.coremetrics.com• Webtrends – www.webtrends.com
9. Customer Relationship Management (CRM)/Lifetime Value (LTV)• SalesForce – www.salesforce.com• SAP – www.sap.com• NetSuite – www.netsuite.com• Venda – www.venda.com• Volusion – www.volusion.com
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ClickEquations: Intelligent Paid Search Platform
ClickEquations enables you to manage all aspects of your accounts more easily
• Campaign management with bulk editing and easy-to-use optimization
• Powerful bid management createdwith experts from the Wharton School
• Best in class analytics for advanced and automated reporting
• And ClickEquations makes it all easy through Segments, Adviser, and Analyst
www.ClickEquations.com | @digitalalex
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ClickEquations – Alex Cohen
www.ClickEquations.com
www.AlexLCohen.com@DigitalAlex