Enterprise Google Ads (AdWords) Strategy For Ecommerce · Strategy For Ecommerce HOSTED BY...

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Enterprise Google Ads (AdWords) Strategy For Ecommerce HOSTED BY PRESENTED BY

Transcript of Enterprise Google Ads (AdWords) Strategy For Ecommerce · Strategy For Ecommerce HOSTED BY...

Page 1: Enterprise Google Ads (AdWords) Strategy For Ecommerce · Strategy For Ecommerce HOSTED BY PRESENTED BY . MICHELLE BOURKE FOUNDER, FORESIGHT ... Who’s here today. Who we are We

Enterprise Google Ads (AdWords) Strategy For Ecommerce

HOSTED BY

PRESENTED BY

Page 2: Enterprise Google Ads (AdWords) Strategy For Ecommerce · Strategy For Ecommerce HOSTED BY PRESENTED BY . MICHELLE BOURKE FOUNDER, FORESIGHT ... Who’s here today. Who we are We

MICHELLE BOURKE

FOUNDER, FORESIGHT

14 year marketing career spanning

operational and leadership roles, former

board director of Startup Vic.

JAE DEBRINCAT

ECORNER

Almost 20 years helping grow Australian

businesses as a manager, solicitor, advisor.

Advisory board member at Sydney Uni.

RAMYA KANDREGULA

PAID DIGITAL LEAD, FORESIGHT

13 year career in search, display and

programmatic marketing, backed by a BA

of CompSci and half a decade at Google.

Who’s here today

Page 3: Enterprise Google Ads (AdWords) Strategy For Ecommerce · Strategy For Ecommerce HOSTED BY PRESENTED BY . MICHELLE BOURKE FOUNDER, FORESIGHT ... Who’s here today. Who we are We

Who we are

We are a team of marketing leaders who specialise

in Paid Digital and Social, SEO, Analytics and CRO.

Winners of Telstra Business Award, Victoria in 2016.

In July we changed our name from Artlivemedia to Foresight Digital.

Our new name represents our commitment to the insight that drives

measurable outcomes across everything we do.

Page 4: Enterprise Google Ads (AdWords) Strategy For Ecommerce · Strategy For Ecommerce HOSTED BY PRESENTED BY . MICHELLE BOURKE FOUNDER, FORESIGHT ... Who’s here today. Who we are We

The 30 second version of how Google Ads works

BUDGETS, TIGHTLY THEMED GRANULAR AD

GROUPS, RELEVANT KEYWORDS, NEGATIVE

KEYWORDS AND RELEVANT AD COPY CREATES BEST PRACTICE STRUCTURE.

AS A RESULT, CLICK THROUGH RATES AND

CONVERSION RATES GO UP, SO THEN AD QUALITY

IMPROVE.

WHEN AD RANK IMPROVES, YOU CAN PAY

LESS FOR EACH CLICK THAT YOU GET..

WHEN YOU PAY LESS FOR EACH CLICK, YOU GET

MORE TRAFFIC FOR THE SAME AMOUNT OF

BUDGET.

WHEN THAT HAPPENS YOUR COST PER

ACQUISITION COMES DOWN AND YOUR ROI

GOES UP!

Page 5: Enterprise Google Ads (AdWords) Strategy For Ecommerce · Strategy For Ecommerce HOSTED BY PRESENTED BY . MICHELLE BOURKE FOUNDER, FORESIGHT ... Who’s here today. Who we are We

What questions should you be asking your agency?

Introduction

Page 6: Enterprise Google Ads (AdWords) Strategy For Ecommerce · Strategy For Ecommerce HOSTED BY PRESENTED BY . MICHELLE BOURKE FOUNDER, FORESIGHT ... Who’s here today. Who we are We

Bidding on your brand terms

QUESTIONS TO ASK YOUR AGENCY?

● What brand queries am I

appearing for?

● How can I optimise my

spend on these terms?

● What is my brand CPC?

● Are competitors bidding

on my brand terms?

Page 7: Enterprise Google Ads (AdWords) Strategy For Ecommerce · Strategy For Ecommerce HOSTED BY PRESENTED BY . MICHELLE BOURKE FOUNDER, FORESIGHT ... Who’s here today. Who we are We

We’re in the era of research obsessed consumer.

QUESTION TO ASK YOUR AGENCY?

● What KPIs should we set for non branded

top of the funnel searches?

● Are we measuring and reporting on

assisted conversions?

Thinking the funnel

Page 8: Enterprise Google Ads (AdWords) Strategy For Ecommerce · Strategy For Ecommerce HOSTED BY PRESENTED BY . MICHELLE BOURKE FOUNDER, FORESIGHT ... Who’s here today. Who we are We

QUESTIONS TO ASK YOUR AGENCY?

● Have we identified gaps & opportunities

that we are missing out on?

● Are we driving traffic to the new content

areas & areas of focus?

● What are the rising search queries that

we can bid on?

● How are my competitors performing

organically and paid?

Co-optimising SEO and SEM

Page 9: Enterprise Google Ads (AdWords) Strategy For Ecommerce · Strategy For Ecommerce HOSTED BY PRESENTED BY . MICHELLE BOURKE FOUNDER, FORESIGHT ... Who’s here today. Who we are We

QUESTIONS TO ASK YOUR AGENCY?

● Do we have remarketing set up?

● Is it granular enough? What is the size

of my cookie pools?

● What differentiator messaging should

we use for remarketing?

Amplifying display spend with remarketing

Page 10: Enterprise Google Ads (AdWords) Strategy For Ecommerce · Strategy For Ecommerce HOSTED BY PRESENTED BY . MICHELLE BOURKE FOUNDER, FORESIGHT ... Who’s here today. Who we are We

Google's quality score and factors affecting your conversion performance

Quality Score is an aggregated estimate of

your overall performance in ad auctions,

and is not used at auction time to

determine Ad Rank.

QUESTIONS TO ASK YOUR AGENCY?

● What ratio of keywords in my account have a

quality score of 5 and under?

● How do we improve quality of these keywords?

Page 11: Enterprise Google Ads (AdWords) Strategy For Ecommerce · Strategy For Ecommerce HOSTED BY PRESENTED BY . MICHELLE BOURKE FOUNDER, FORESIGHT ... Who’s here today. Who we are We
Page 12: Enterprise Google Ads (AdWords) Strategy For Ecommerce · Strategy For Ecommerce HOSTED BY PRESENTED BY . MICHELLE BOURKE FOUNDER, FORESIGHT ... Who’s here today. Who we are We

QUESTIONS TO ASK YOUR AGENCY?

● Can I get access to the account?

● How is the account pacing through

the month?

● Can I get access to the change

history logs?

● Can I get a breakdown of campaign

management effort?

Is your Google Ads account being mismanaged?

Page 13: Enterprise Google Ads (AdWords) Strategy For Ecommerce · Strategy For Ecommerce HOSTED BY PRESENTED BY . MICHELLE BOURKE FOUNDER, FORESIGHT ... Who’s here today. Who we are We

Impression share & how to use it?

QUESTIONS TO ASK YOUR AGENCY?

● What impression share am I receiving for my

non-branded and branded terms?

● Is there anything we can do to improve impression

share lost due to rank?

● How are we trending with respect to impression

share (monthly) and why?

Page 14: Enterprise Google Ads (AdWords) Strategy For Ecommerce · Strategy For Ecommerce HOSTED BY PRESENTED BY . MICHELLE BOURKE FOUNDER, FORESIGHT ... Who’s here today. Who we are We

How to determine KPIs to get visibility of agency performance

QUESTIONS TO ASK YOUR AGENCY?

● What KPIs should we set for the various categories

of keyword we are bidding on?

● Do we have robust measurement in place?

● How do the website goals/ KPIs tie in with my

business objectives?

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Q&A