1. of E-Commerce Marketing The 7 Dirty Secrets

2. Want an #UNFAIR advantage? Overview: - Co-Founder; Since 2005 - 15 people in MY and SG - Google Certified Partner - Manage over RM12m/yr Services: - SEO - Google AdWords - YouTube Ads - Facebook Ads - Yahoo SEM - Mobile Apps - Affiliate Marketing 3. Our Clients: 4. Before We Begin: 1. There are no secrets. 3. No need to copy or take pictures. 4. Send me your questions. 5. Try to stay awake. 2. No sensitive client data. 5. Who already has an online store? Whos planning to start an online store? Why do you want to sell online? 6. Southeast Asia Startup Investments 2013 92% of $645m invested in e-commerce (Source: Tech in Asia, Jan 2014) 7. Shocked ?Heres why... 8. SE Asia E-Commerce 2013 Country Population (mil) Online Users (mil) Retail Sales (bil) E-Comm Sales (% of Retail) Opportunity (bil) Malaysia 29.5 18.5 $99 0.2 $4.9 Singapore 5.3 3.9 $30 1.0 $1.5 Indonesia 244.8 75.9 $100 0.1 $5.0 Thailand 67.9 31.2 $94 0.2 $4.7 Philippines 97.7 33.6 $34 0.3 $1.7 Vietnam 88.8 31.0 $80 0.1 $4.0 Total: 534m 194.2 $436 0.2 $21.8 (Source: UBS) Opportunity assumes E-commerce Sales = 5% of Total Retail Sales 9. US E-Commerce Q1 2014 US E-commerce Sales = 6.2% of Total Retail Sales E-commerce grew 15% y-o-y versus 2.4% for Total Retail Sales 10. - 43% will shop online soon - Main reason: save time - Top product: clothings (50%) - 72% motivated by Google-TNS Survey 2014 11. E-Commerce is Inevitable... 1. Lower Costs. 3. Better Customer Experience. 4. Sell further. 5. You have no choice. 2. Bigger Product Range. 12. How to Market My Store? 13. But first, what is your objective? Acquisition or Awareness? 14. Importance of Branding Groupon Lelong Lazada Rakuten - Often neglected. - Due to budget constraint. - Display, video ads, blogs, etc. - Check searches and trends. 15. Marketplaces Channel Partners Methods Blog Marketing SEO / Paid Search EDMs Display Ads Deal Sites Affiliate Marketing Social Media Content Marketing Offline Marketing 16. SEO - Keyword Planner. - Searches for Exact Match. 17. Rankings affect CTR significantly. 18. Ad Examples 19. Content Marketing - Use Keyword Planner. - SEO the content. - Promote on Facebook. - Advertise the content. 20. Facebook Marketing - Not really free - Engage your fans - Watch your CPA - Manage comments - Beware of bots - Custom Audience. Spam Search for cheat sheets on the Internet. 21. Affiliates 22. Deal Websites Facebook Users Email Database 23. Deal Websites Conversion Rates: 2% to 26% 24. Channel Partners 25. Google AdWords 26. - Google advertising platform. - Reach >80% of the Internet population. - Advertise on Search and Display. - RM160b revenue in 2013. 27. 1.2 billion users making 115 billion searches a month. 28. SEO: Increase presence and visibility in the organic search results. Search Ads: Reach out to potential customers by targeting relevant keywords. 29. 1 BIGGER REACH 2 MORE AFFORDABLE 3 TARGETED 4 COST-EFFECTIVE 5 FASTER Five Key Advantages 30. Competitor ads appear first 31. Keyword Planner - Discover how customers are searching. 32. Trends - Discover search interest. Jul Dec 33. Search Campaign - Overview 1. Campaign 2. Ad Group 3. Keywords 4. Ads 34. Display Ads: Promote on Googles Display Network. Video Ads: Promote on YouTube.com Display Ads User Visits Website Tracked via Cookie Ads Follow User on GDN User Returns to Website 35. Billing - Overview 36. Highly Measurable - No more guessing. 37. Does it Work? Yes. (But you already knew that) 38. CLIENT: Autovacstore Sells 300 500 vacuums a month. 39. CLIENT: RedMart 60% of sales come from Google. 40. CLIENT: AirAsia Much better returns from Google ads. 41. - Increased ROI >100% - Decreased Avg. CPC >70% - Decreased Cost per Sale 35% Within 6 months... 42. - Team size and clients served. - SEM experience. - Services provided. - Contract duration. - Fees charged. Not Easy Hiring an Agency 43. Lets talk Conversion Rates 44. Some of the factors: 1. Industry / Business 2. Brand (Awareness / Trust) 3. Price, Product, Payment, etc. 4. Marketing (Broad / Targeted) 5. Website (Design, Steps, etc.) 45. Average Conversion Rate: 2% to 3% < 1% New / Uncommon 7% - 8% Repeat Sales 4% - 6% Established Brands 46. Conversion Rate growth for an online store. 47. Email Direct Organic SEM Referral Social Channels 48. The 5 Important Ones: 1. Unique Selling Points. 3. Mobile-friendly (40% traffic). 4. Test and experiment (Money!). 5. Grow your list. 2. Sufficient product range. Bonus: Patience and Persistence. 49. Larry Lim E: larry@searchguru.com .my T: 03-2035 9667 W: www.searchguru.com. myhttp://www.searchguru.my/exaby tes Thank You!