Today’s top ecommerce marketing secrets

E-Commerce Marketing Secrets

#PLANINJAS @Natl_Positions

Today’s Presenters • Jana Fun– Marketing Manager, MixRank • David Jaeger – Director of SEM, National Positions • Adam de Jong – Marketing Director, National Positions

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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.

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National Positions  An industry leading Internet marketing, and one of Inc. Magazine’s fastest growing companies in the US.  With over 1,500 clients around the globe and a 95% retention rate—we 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.

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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

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The State of E-Commerce $224B US Ecommer Mobile ce Accounts market for +53% 10% of consumers 340M ’ Tweets time and per 12% of day internet +13,500%

35% of the worl

Source: IDC, Mar 2012

4B YouTube views per day 1B +300% Faceboo k23M users +233% Monthly unique visitors to

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

Branding is crucial. Without it you must compete on price & shipping alone!

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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

Competitive intelligence Adwords Keyword Tool: See the search volume of each keyword and it’s 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

Compelling marketing Communicate the value of your offer in 95 characters!

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Qualifiers Calls to Action Risk Reduction Credibility Perceived Value Product Features

Post-Panda SEO Strategy 1.

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Content Microformatting/rich snippets Fix those broken links Fix Canonical tags & unfriendly URLs

Post-Penguin SEO STRATEGY 1.

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No-follow/disavow toxic links Quality links over quantity Diversify your linking profile Build relationships, not links.

Creating branding citations

Google’s Product Listing Ads #PLAninjas

What do they display?

Top Ads (5)

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Google.com & Google Shopping

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Desktop, mobile & tablet Right Ads (8)

WHY DO THEY MATTER

PLA Traffic

Since launching to all US advertisers in Nov 2010, Product Listing Ads have seen significant growth with advertiser adoption and product improvements

+600% 2X CTR

traffic growth YoY globally vs. text ads

Nov 2010 to Dec 2011

age Cost Per Sale Via Google Shopping is 23%

100 90 80 70 60 50 40 30 20 10 0

Standardized CPA

PLA CPA

Cost Per Sale by Click Type

Biggest Paid Sales Increase due to PLAs

700

600

500

Monthly Sales

400

300

200

100

0

Mar 2012

Mar 2013

Avg. Paid Sales Increase Due to PLAs

180% 160% 140%

Avg. Paid Sales Increase Due to PLA's

120% 100% 80% 60% 40% 20% 0%

Mar 2012

Mar 2013

Google Shopping % of Sales PLA; 44%

Text Ads; 56%

Better Data Feeds. Better Results. More Sales

FAST RESULTS FROM PLAs SOFTWARE CLIENT Channel:

Before (30 Days)

After (30 Days)

Google Shopping

$2,821.02

$23,583.80

736%

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

82% 1112%

MOTORCYCLE APPAREL/PARTS Channel:

Before (30 Days)

After (30 Days)

Google Shopping

$11,179.53

$17,111.04

53%

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

PLA Ninja Tips   

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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

Converting traffic into sales. #PLAninjas

Conversion Optimization 1.

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Easy and user-friendly navigation Optimized product pages Save shopping cart abandoners Dynamic remarketing

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@nationalpositions.com

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Thanks for Attending.

Questions Or Comments? #PLAninjas