Profitable Customer Acquisition & Retention Strategies

The Elite Ecommerce Marketer’s Webinar to:

Profitable Customer Acquisition & Retention

Strategies

Event Logistics

Join the Conversation: Submit questions and thoughts

Session Recording Will Be Sent out 12/9/16

Event Moderator

Nick CotterMarketing Operations Coordinator

OVERVIEW

•Founded in 2007

•Recognized as an Official Google Shopping Partner

•350+ Active Retail Clients

•Top 50 fastest growing company in San Diego 4 years

CLIENTS

SOLUTIONS

• Retail-focused Paid Search (PPC)

• Google Shopping Management

• Shopping Channel Management

• Amazon Sales Acceleration

• Facebook Advertising Management

About CPC Strategy

Today’s Speakers

Jamie TharpPartnership Manager

Jason BellSr. Retail Search Manager

3 Part Event Agenda

• Part 1: CPC Strategy

- Our Elite Customer Acquisition Strategy

• Part 2: Bronto

- The 4 Easy Steps to an Email Welcome Series Build-Out

• Part 3: CPC Strategy & Bronto

- Live Q&A

Isolating Holiday Shopper’s Search Results Through ISO©

What is ISO and why is it so important?

ISO Strategy – [Exact] or “Phrase” Match Targeting

What is it? Ability to target an exact keyword or phrase within Google Shopping w/o the need of a

daily negative keyword addition (ie: SQO Strategy) Shifting focus away from only product-level performance to search query performance

How is it accomplished?Through the use of both the campaign priority settings and negative keyword

sculpting

Customer Intent Example

Ability to bid based upon perceived customer intent Ensuring higher placement on terms which show higher customer intent to purchase

Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/

The Green ISO Strategy


Use Case Scenarios

Goal To Drive Impression Share Exact/Phrase Match Target High Value KWs Quickly Monitor & React To Aggressive

Competition Control Product Mix Ensure Prime Positioning During Q4 or

Other Holiday/Sale Periods Stimulate Growth Through Aggressive

Bidding On Top Performing Terms



Results From Green ISO Strategy TestBackground Info

Goal - Increase & Monitor Impression Share on Top Performing Queries Push For More Offline Engagement (Phone Calls) on These Terms Control Product Mix On Top Terms Tested In Waves To Monitor Overall Impact on Business & Lessen Risk Unable to See Impression Share on Terms Prior - Tough To Monitor Performance Increase

Learnings Increased Ability to Dominate a SERP Easily Monitor Competitor Performance & React Accordingly Recommended When Looking to Dominate SERP on High Relevant Terms Can Lead to Lower CTR if New Products are Introduced - Thus Leading to Higher CPCs


The Red ISO Strategy


Improve ROI on Poor Performing Queries Main goal is to lower avg. cpc on these terms Unless completely irrelevant, recommend implementing red ISO instead of adding

term as negative (unless sculpting)

Can You Implement Both Green & Red Together? Yes! See example setup below



Value Behind Red ISO

Test this out on some of your poorest performing search terms. Include some of the terms that you have previously added as negatives (unless they are totally irrelevant)

Idea is to re-introduce these search queries into a separate campaign with lower bids than the queries had previously. I recommend keeping bid levels around half of what your current average Max CPC bids are (not avg. cpc)



30 Days Before & After Results

I am only concerned with my main metrics of testing during this test due to the introduction of previous negative keywords which could skew click and overall order totals

One main difference is that I also allowed ALL products to be available for this campaigns where as in other campaigns I may have bid down or suppressed specific products.

- Here, I am focused on the query level and not necessarily the product level. These numbers can still be a bit misleading but performance improvement is clearly visible and we will

be continuing to add search queries which are not profitable but still relevant to this campaign to further testing.

Cost Down 66% Avg. CPC Down 73% ROAS Up 370%


The DABS ISO Strategy

The DABs ISO Strategy


Brand vs Non-Brand + Desktop vs Mobile

Clean Segmentation of Branded Searches from Non-Branded

Own more of the SERP on branded searches

Allow for better attribution Use Path Reports


* Large Apparel / Brand Manufacturer

4% ROAS improvement across all Shopping campaigns 65% Conversion Rate improvement 38% lift in branded impression share



* Large Athletic Apparel Vertical / Brand Reseller

113% ROAS improvement across all Shopping campaigns 26% Conversion Rate improvement 46% Decrease in Spend for Non-Branded searches


Profitable Customer Acquisition & Retention Strategies

Retail

Transcript of Profitable Customer Acquisition & Retention Strategies