Published on March 12, 2014
How to Make Data Driven Decisions for eCommerce Marketing
Agenda ● State of Search Marketing Industry ● What Are Paid Search Jobs Like? ● What Is the Difference Between PPC & SEO? ● Why is Google AdWords So Cool? ● Google Display Ads vs Google Search Ads ● What Is A Paid Search Strategy? ● What Is Optimization? ● New Cool Fun Stuff In The SEM Space
So... • eCommerce is growing • Investment in online marketing is growing • Paid search is the most invested online strategy • Google is the dominant leader in paid search Learning AdWords is a pretty solid career move
Getting A Job As A Search Marketer Titles: Paid Search Analyst, PPC Coordinator, Search Engine Marketing Manager, Director Online Acquisition Marketing Agency vs In-House Salary Entry level: $30k - $40k 5 - 7 yrs experience: $100K - $130K
Paid Search Isn’t SEO Organic/Natural 70% of Clicks Paid Search/PPC 30% of Clicks Product Listing Ads
Why not just do SEO and always get free traffic? “Oh, man, that was so much easier than putting. I should just try to get the ball in one shot every time.” “Good plan.”
Adwords the most effective advertising medium ever?
A Word About Relevancy “Everyone hates advertising in general, but we love advertising in particular.” -Cindy Gallop
Relevancy Getting your message to just the right person at just the right time is worth a lot of money The big promise of internet marketing is precise targeting
Why does Paid Search work so well? Targeted Measurable Active
Targeted location, devices, searches, languages, time of day
Active Advertise to those who have proven their intent to purchase
Determine User Search Intent & Types of Searches Active
Use AdWords to prototype and test a book title ● Goal: use CTR to measure best book title ● 6 prospective titles 'Broadband and White Sand', 'Millionaire Chameleon' and 'The 4-Hour Workweek' ● Bid on keywords related to the book's content including '401k' and 'language learning' ● for less than $200 he knew that "The 4-Hour Workweek" had the best click-through rate by far
AdWords vs Google Display Network (GDN)
Display Ads Brand Awareness, Increase Visibility
Display Ad Remarketing
Setting The Paid Search Strategy Business: Boulder Subaru What management knows: Average Sale Price of new Subarus = $10,000 Lead Conversion Rate = 30% Budget = $2,000
How does Google determine which ad is shown & where?
Optimize Increase CTR Decrease CPC Increase Conv. Rate Increase Clicks
“boulder subaru dealer”
“mulching lawn mowers”
“acoustic electric guitars”
More Clicks - Expand Keywords
Bid Optimization Tools • Marin • Kenshoo • Acquisio
The Long Tail
Margin VS Volume
High CTR, Low Conv. Rate = Bad Landing Page?
Lots Of Impressions, No Clicks = New AdText?
High QS, Low Avg. Pos, Low CPA = Bid Higher?
More Cool Stuff Attribution Analysis
Remarketing Lists For Search
Dynamic Search Ads
AdWords Bidding Strategies Target CPA or ROAS
Read This Stuff (via RSS feedly.com) Blogs http://www.kaushik.net/avinash/ http://sethgodin.typepad.com/ http://adwords.blogspot.com/ http://www.rimmkaufman.com/blog/ http://www.ppchero.com/ http://searchengineland.com/ http://adcontrarian.blogspot.com/ https://news.ycombinator.com/ Books Purple Cow, Seth Godin Long Tail, Chris Anderson Web Analytics 2.0, Avinash Kaushik Cognitive Surplus, Clay Shirky So Good They Can’t Ignore You, Cal Newport
A Finish Line Coupon: $10 Off Orders of $75 or More 10SPIKE75 Expires: March 31, 2014 ZachOlsen.net
Brands are more invested today than ever before on curating and distributing paid,...
Marketers need to be creating and publishing original content across many differen...
As content marketing continues to increase in popularity in every industry, more m...
Il Direct Email Marketing (DEM) è una tipologia di marketing diretto che usa la po...
This presentation contains all 120 rules from Part 1 of the 2nd edition of "Email ...
... take data-driven decision-making to ... Big Data and Data-Driven Decision ... to help make complex strategic decisions is to ...
... Creating a Data Driven Web Decision ... a Data Driven Decision ... marketing staff them the autonomy to make good ...
Administrators simply don't have enough information to make good decisions." ... Data-driven decision making does ... Educational Sales and Marketing ...
Make data-driven marketing decisions on ... The ability to make fast, data-driven marketing decisions in your organization or with your ...
Data-Driven Decision-Making ... recent developments in technology applications can make this task ... and making data-driven decisions using ...
... D3 = Data Driven Decisions for Search Engine Optimization, an. ... an interactive marketing analytics firm ... The Next Generation of E-Commerce;
Those that adopted “data-driven decision making” achieved productivity that was ... “It’s never pure technology that makes the ...
Learn how to create a marketing team that makes decisions based on ... Ecommerce Website Design for Different ... as a data-driven marketing team, ...
Continue Reading About data-driven decision management (DDDM) Issues in data analysis; Data-driven decision management at Google; Developing business ...