making the most of your marketing budget
TRANSCRIPT
Agenda● Overview
● Don’t spend money that isn’t converting
● Q&A
● Identify and invest in areas of success
● Free options
● Q&A
Overview:Marketing Spend● Marketing spend - how we
spend our money and why
● PPC & Shopping Feeds - what they are and how they work
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PPC Overview● Text ads
● Pay-per-click
● Customizable and serve a lot of purposes
● Google AdWords
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Shopping FeedsOverview● Product focused, lots of
information
● Image based
● Similarities/differences from PPC
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Bid Settings● Time of day
● Day of week
● Device
● Shopping feeds let us get granular and look at individual SKUs
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Merchant Center● Submit and manage your
feed file and products for Shopping Feed campaigns
● Find problems within the merchant center
○ Products > Diagnostics tab○ Download issues list to fix
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Keywords● What are keywords?
● The danger of being too broad
● Follow theme/flow of website categorization
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Broad +Modified+Broad
“Phrase” [Exact]
Keyword Match Types
Lemonade drinks
Ads may show on:
Soft drinks
Lemonade Beyoncé
Citrus beverages
+Lemonade +drinks
Ads may show on:
Lemonade drinks for picnics
Drinks like lemonade
“Lemonade drinks”
Ads may show on:
Pink lemonade drinks
Lemonade drinks near me
[Lemonade drinks]
Ads may show on only:
Lemonade drinks
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Keyword ExamplesUsing Broad Match Using Phrase Match Using Exact Match
Negative Keywords● Used in both PPC and
Shopping Feeds
● Remove your site/products from consideration for certain terms
Runaway Ad Spend● Metrics to consider
○ Cost per conversion○ Average order value○ Impression share○ Profit margins
● Keep shipping costs and other expenses in mind
○ Know when you get billed○ Set realistic goals with
budgets in mind
Part Two - Identify and Invest in areas of success
Mini Agenda
○ Defining Success○ Bid optimizations○ Landing pages○ Ramping Up
Defining Success● Establishing marketing goals
beyond the conversion
● Analytics and tracking
● How to get data○ Analytics○ SmarterStats○ Dashboard
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Defining Success● Analytics
○ What data is critical
● Smarter Stats
● Tools in the Volusion dashboard
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Bid Optimizations
We’ve split these campaigns apart by mobile and desktop/tablet traffic. CTR and Cost/Conv are pretty close - but look at the CPC, Cost and Conv. Rate differences.
Landing Pages:The User Experience
● First, how to determine your best landing pages w/Analytics and AdWords
○ Highest clicked shopping ad, highest converting item
○ PPC conversion rate for categories
● Path flow
● Responsive themes
● PPC-specific landing pages
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Taking it to theNext Level● Audience lists - remarketing lists
and dedicated email marketing
● Paid marketing tools - email marketing in particular
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Taking it To the Next Level● Going wide - Bing, Facebook,
testing new social media ads
● Hire someone - outsourcing vs. time you put into it
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Game Plans for Every Budget
$ $$ $$$
Zero spend per month
Hardware store with $300 per month
Fashion store with $3,000 per month
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● Focus on store SEO● Reduce costs elsewhere● Use email marketing to grow your
reach● Engage on social media● Install Analytics yesterday $$0 Monthly Budget
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$$ ● Focus on one campaign type○ And hit it hard○ Watch webinars and educate
yourself. Set time aside to be successful
● Smart small and work up
$300 Monthly Budget
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● Healthy, large budget of $1,000 – $3,000 per month
● Be everywhere on Google● Expand to Facebook if you
haven’t yet● Upgrade your tools and
optimize your workflow
$$$$3K Monthly Budget
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● Think about why you’re marketing and what’s holding you back, such as lack of funds, education, etc
● Keep in mind that there are plenty of free things to do
Where to Get Started
AdWords CashBack Rewards
Word of mouth Get yourmaterials ready
1 2 3
Free Things to Do● SEO (we can get granular)
● Take advantage of Instagram stories
● Making the most of ad credits
● Social Media repost
● Email marketing
#mktgbudget