Ecommerce & Retail PPC Tactics - SMX East 2010 - Alex Cohen of ClickEquations

Alex Cohen, Senior Marketing Manager

www.clickequations.com | @digitalalex

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

Monitor Budget Lost Impression Share

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)

Find Impression Share in “Columns”

Example: Prioritize by looking at Net Profit & ROI

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.)

Long Version: Project a Run Rate

www.ClickEquations.com/Analyst

Query Mine Your Head Keywords for Winners

What Is A Search Query?

Focus On Your Head Terms

0.11% of all keywords

generate 80% of

all revenue

Where Are The Search Queries?

Google YahooBing (MSN)

Start With Broad Match Terms

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 -$

Promote Winners to Exact Match

Exact Match

Phrase Match

Broad Match

Long Version: Find Synonyms with Microsoft Ad Intelligence

Microsoft Advertising Intelligence

(http://bit.ly/searchintel)

Unreliable

Better

Catch Trends with “What’s Changed?” Reports

Top 10 Reports Hide Trends

March ‘10 April ‘10

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

Example: Hot Campaigns & Keywords

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

Try It TODAY: Free Google Analytics Plug-In

http://clck.it/whats-changed

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

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

ClickEquations – Alex Cohen

www.ClickEquations.com

www.AlexLCohen.com@DigitalAlex

acohen@clickequations.com484-362-1321

Ecommerce & Retail PPC Tactics - SMX East 2010 - Alex Cohen of ClickEquations

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