Today’s Top Ecommerce Marketing Secrets - PowerPoint PPT Presentation

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Today’s Top Ecommerce Marketing Secrets

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SEO company National Positions teams up with MixRank to share ecommerce marketing secrets even your top competitors don’t have. Find out how to boost business with advanced PPC strategies, compelling marketing, SEO tips, and conversion optimization. To learn more visit: – PowerPoint PPT presentation

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Title: Today’s Top Ecommerce Marketing Secrets


1
E-Commerce Marketing Secrets
2
PLANINJAS
_at_Natl_Positions
3
Todays Presenters
  • Jana Fun Marketing Manager, MixRank
  • David Jaeger Director of SEM, National
    Positions
  • Adam de Jong Marketing Director, National
    Positions

PLAninjas
4
Mixrank
  • A competitive spy tool for contextual and display
    ads.
  • See exactly where your competitors are buying
    traffic and which ad copy is generating profit.
  • Data from over 93,000 Google Display Network
    publishers.

PLAninjas
5
National Positions
  • An industry leading Internet marketing, and one
    of Inc. Magazines fastest growing companies in
    the US.
  • With over 1,500 clients around the globe and a
    95 retention ratewe know that improving your
    business is our business.
  • Our dedicated team of Internet marketing and
    ecommerce experts can get your products seen, and
    sold, all over the web.

PLAninjas
6
OVerview
  • The State of E-Commerce
  • The Importance of Business Metrics
  • Competitive Intelligence
  • Compelling Marketing
  • SEO How to Prevail over Panda Penguin
  • Advanced PPC Strategies
  • Product Listing Ads Revealed
  • Converting Traffic Into Sales
  • Conclusion

PLAninjas
7
The State of E-Commerce
  • Source IDC, Mar 2012

8
THE WAY WE SHOP NOW
Nearly 50 of retail sales will be online or
influenced by web-research this year
Shoppers use 10 sources on average on the path
to purchase
They transition between devices while shopping
Positive consumer reviews increase their level of
trust in a business
  • Source IDC, Mar 2012

Source Forrester Sales Forecast, Google/Shopper
Sciences Zero Moment Macro Study , April 2011
Search Engine Land Local Consumer Review Survey
2012 AYTM Market Research via Emarketer The
e-tailing group superior shopping experiences via
videa
9
Branding is crucial. Without it you must compete
on price shipping alone!
?
10
Business Metrics Targets
  • Cost Per Acquisition Targets
  • ROAS or Cost of Sale
  • Branded vs. Non-Branded
  • Call Tracking

Source Forrester Sales Forecast, Google/Shopper
Sciences Zero Moment Macro Study , April 2011
Search Engine Land Local Consumer Review Survey
2012 AYTM Market Research via Emarketer The
e-tailing group superior shopping experiences via
videa
11
Competitive intelligence
Adwords Keyword Tool See the search volume of
each keyword and its competition.
Adwords Traffic Estimator Find out the CPC for
your most coveted keywords.
MixRank Find out where your competitors are
advertising in Display, which ads are working and
what their doing to make money.
Source Forrester Sales Forecast, Google/Shopper
Sciences Zero Moment Macro Study , April 2011
Search Engine Land Local Consumer Review Survey
2012 AYTM Market Research via Emarketer The
e-tailing group superior shopping experiences via
videa
12
Compelling marketing
  • Communicate the value of your offer in 95
    characters!
  • Qualifiers
  • Calls to Action
  • Risk Reduction
  • Credibility
  • Perceived Value
  • Product Features

13
Post-Panda SEO Strategy
  • Content
  • Microformatting/rich snippets
  • Fix those broken links
  • Fix Canonical tags unfriendly URLs

14
Post-Penguin SEO STRATEGY
  • No-follow/disavow toxic links
  • Quality links over quantity
  • Diversify your linking profile
  • Build relationships, not links.
  • Creating branding citations

15
Googles Product Listing Ads
PLAninjas
16
What do they display?
Top Ads (5)
  • Google.com Google Shopping
  • Desktop, mobile tablet

Right Ads (8)
17
WHY DO THEY MATTER
Since launching to all US advertisers in Nov
2010, Product Listing Ads have seen significant
growth with advertiser adoption and product
improvements
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Better Data Feeds. Better Results. More Sales
25
FAST RESULTS FROM PLAs
SOFTWARE CLIENT SOFTWARE CLIENT SOFTWARE CLIENT
Channel Before (30 Days) After (30 Days)
Google Shopping 2,821.02 23,583.80
AUTO ACCESSORY CLIENT AUTO ACCESSORY CLIENT AUTO ACCESSORY CLIENT
Channel Before (30 Days) After (30 Days)
Google Shopping 68,514.00 124,658.00
Nextag 2,016.61 24,436.20
MOTORCYCLE APPAREL/PARTS MOTORCYCLE APPAREL/PARTS MOTORCYCLE APPAREL/PARTS
Channel Before (30 Days) After (30 Days)
Google Shopping 11,179.53 17,111.04
26
PPC Adwords Ninja Tips
  • Use Pricing In Ads
  • Targeting by Model Number
  • Adwords Scripts
  • Remarketing
  • Tagging vs. Using Analytics URL
  • Category Targeting
  • Dynamic Display Ad Targeting

27
PLA Ninja Tips
  • Optimized Data Required
  • Product by Product Segmentation
  • Unclick the import from Nextag etc. (bids are way
    cheaper)
  • Bid Optimization by Product Prepare for the
    future by optimizing bids for CPA / ROAS / Margin
  • 1 Bid Strategy
  • Using Negative Keywords / Search Query Report to
    manage which products show for which keywords

28
Converting traffic into sales.
PLAninjas
29
Conversion Optimization
  • Easy and user-friendly navigation
  • Optimized product pages
  • Save shopping cart abandoners
  • Dynamic remarketing

30
GET Your Free Audit!
  • Pay Per Click Campaign Review Recommendations
  • Google Shopping Review Recommendations
  • Get actionable techniques specifically for your
    campaign goals

David Jaeger Phone 818.224.7517 Email
Davidj_at_nationalpositions.com
PLAninjas
31
Thanks for Attending. Questions Or Comments?
PLAninjas
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