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A presentation on how ecommerce websites can maximise revenue and ROI from pay per click campaigns by Ann Stanley, MD of Anicca Digital
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@annstanley
Winning PPC tactics for ecommerce websites
byAnn StanleyMarch 2013
@annstanley
Agenda
1. Google results – what the searcher sees?2. Shopping results and Product Listing Ads 3. Ad Extensions4. Location and call extensions5. New enhanced ads 6. Remarketing and other ad formats 7. Tracking and reporting8. Optimising for Revenue and ROI
@annstanley
Ecommerce landscape
Sales from
Search marketin
g(PPC, SEO, Merchant
Centre)
On-site sales from other sources
(Email, affiliates, display ads, social, mobile, shopping comparison,
voucher sites)
Shopping platforms & market places
(Amazon, eBay)
Other off-site sales
(Social, Mobile,
drop shipping, daily deals
sites)Conversion optimisation
On-site Sales
Off-site Sales
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Google results for [luggage]
Pay per click ads
Pay per click ads
Organic or natural search
results
Product Listing ads
Local business listings
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Summary of different shopping results in Google
Keywords =Samsonite luggage
Organic shopping results
(Merchant Centre)
AdWords Products ad extension Product Listing ads Map and
Local listings
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Product extensions
• Product extensions adds product description and price to a normal ad
• Just link each campaign to your Merchant Centre
• Only appears in top 3 and rarely shown
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1. Live Merchant Centre Account with active feed from your product database
2. Add your AdWords ID into Merchant Centre3. Within AdWords link each campaign to Merchant Centre using
Product extensions section of Ad Extensions tab4. Create a campaign just for PLA5. Create ad groups for each product category or brand - during
this process you will need to select the ad type of “product listing ad” but you do not need to select any keyphrases
6. For each ad group create a target in the Autotarget tab, this must relate to the content of your original database or CSV file uploaded to Merchant Centre
Setting up Product Listing ads
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Dynamic search ads
• Can be used in addition to PLA ads e.g. when you do not have a Merchant Centre account
• Create campaign and ad groups to target a specific category or section of your site
• Create dynamic ads on Ads tab• Use Autotarget tab to target by Title tag,
Category, URL or page content
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Use of ad extensions?
Pros• Makes your ad stand out• More information for user• Users more likely to click on
your ad (probably the headline)
• Achieve higher click through rate (CTR) and Quality Score
Cons• Appears <10% of the time• Some only appear in top 3
positions e.g. Sitelinks• Can cause bid inflation
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Communication extension – beta test
• Most advertisers do not have access to this extension, because it is still in beta
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Before After
Devices Separate campaigns, with separate budgets, bids, ads, URLs and keyphrases
Combined campaign – use bid modifiers to turn mobile bids up or downNo control over desktops and Tablets (combined campaign only)Bid inflation expected
Geo-targeting Separate campaigns for each target area
Combined – but easy bid modifier for each location
Scheduling Turn campaign on and off (15 mins) with bid modifiers
Combines time and bid adjustment with results screen
Sitelinks Simple to set-up at campaign levelData lost when links changed
Additional control – e.g. ad groups and mobilesAdditional and saved reports
Offer ad extension
Not available Create offer for use in store
Enhanced ads
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Mobile campaigns
• Simpler to set-up but:–Can’t have separate campaigns for each
device–Only manage the bid for mobiles, less control
of other aspects e.g. ad, URL etc…– Lack of control e.g. for mobile only websites,
tablet specific campaigns– Expected to lead to bid inflation, as everyone
is forced to use mobile
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Sitelinks
• Flexibility: can be added at ad group level• More detailed reporting: Find out the number of clicks that occurred on any
part of your ad, every time an individual Sitelink appeared. Break down the statistics by campaign, ad group or ad.
• Data retention: Edit your Sitelink extension without resetting its performance statistics.
• Customised Sitelinks for mobile• Scheduling with start and end dates
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Remarketing results
Client 1
Client 2
Client 3
Client 4
CampaignConv. (1-per-click)
View-through
Conv.
Conv. rate (1-
per-click)Conv. (1-per-click)
View-through
Conv.
Conv. rate (1-
per-click)
Conv. (1-per-click)
View-through
Conv.
Conv. rate (1-
per-click)Conv. (1-per-click)
View-through
Conv.
Conv. rate (1-
per-click)TOTAL 445 84 1.7% 2833 220 2.57% 559 118 2.44% 862 1716 1.06%Brand 39 0 6.7% 413 0 8.99% 433 0 5.13% - - - Remarketing 9 84 2.3% 54 215 3.11% 15 118 1.34% 179 1716 3.06%Competitors - - - 216 0 2.01% - - - 184 0 1.88%Vouchers 29 0 15.26%
• Remarketing in Google is on a CPC basis but its success has pushed the prices up (one account has increased from 78p to £1.38 in a year)
• Retargeting is also available outside of Google via ad-serving networks or Demand Side Platforms (DSP) – mainly sold on a CPM basis
• Facebook have just launched Facebook Exchange in the UK (via a limited number of distributors) - offering Retargeting and Behavioural targeting on a CPM basis
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• Make sure all buyers are automatically returned from the payment gateway to a ‘thank you’ page on your site
• PPC conversion tracking code should be added on your ‘thank you’ page
• Use Dynamic PPC conversions code to bring in sales value• Track both “1 conversion per click” and “Many conversions
per click”• Link your accounts so Analytics data is imported into AdWords
(bounce rate, time on site, pages per visit, % new visitors)• Use of imported Goals for other conversions e.g. Calls, Event
tracking (e.g. downloads or video plays)
Tracking in AdWords
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Dynamic PPC script with conversion value
The actual field used will depend on your shopping cart and the program used to write your ecommerce software e.g. php
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Conversions Attribution – top paths leading to a sale
Last click before a conversion
Assisted click – in conversion path
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Integration of channels (last click vs. assisted click)
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Call tracking & optimisation• Phone tracking software is now available to determine
the keywords that triggered a phone call from your website
• Ideal for sites where conversions are also taken over the phone as well as online
• Dynamic code is added to your website, which generates unique phone numbers every visit
• If the number is called it is redirected to your normal phone number, with the option to record the call
• The users’ referral data is sent to the tracking software and a virtual page is fired and tracked in Analytics
• A Goal can be set-up in Analytics and imported back into AdWords to allow “Call Optimisation”
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Managing PPC – what’s important?• Campaign set-up – granular structure with thousands of target keyphrases. Use of
campaign settings such as devices and geo-targeting to increase relevancy and Quality Score
• Quality Score – Google’s measure of relevancy – it affects your position and how much you pay (e.g. QS of 8/10 you pay half as compared with 4/10)
• Click through rate – use ad extensions to make them more relevant and stand out, pause phrases and ads with a CTR below 1%, otherwise this drags down your QS
• Position and bidding – you may have to bid lower (cost per click) and settle for position 3-6 to avoid the bidding war of position 1-3, where the CPC will be too high!
• Conversion rates – use of landing pages and ad testing to maximise conversion rates
• Cost per acquisition (CPA) – most sites have a typical conversion rate of 1%. Your cost per sale (or lead) will be 100 x your cost per click – how much is a sale worth to you?
• Revenue and ROI – optimising for revenue and ROI is normally the primary objective of ecommerce websites (as compared to conversion rates and CPA)
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Designed for importing other advertising costs e.g. MSN
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Summary• Google has more new features to help advertisers maximise their clicks and
conversions• Google Shopping will shortly be paid results only!
– Product Listing ads (PLA) are the main method to display shopping results– PLA conversion rates are high but CPC is increasing (big brands dominate)– Dynamic search ads do not stand out as much, there is limited control and are less
effective• Ad extensions allow advertisers to augment their ads with extra information:
– Making ads stand out - encouraging click throughs (CTR)– Some only displayed in top 3 positions and usually <10% of impressions
• Local presence (Google+ page) and mobile ads are also important – but the new enhanced campaigns have received a mixed response!
• Remarketing (stalking) continues to be effective but bid inflation has now made traditional contextual Display too expensive
• Integration between AdWords and Analytics (and dynamic conversion tracking); now allow easier optimisation based on revenue and ROI
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Thank You
Ann Stanley@annstanley
www.anicca.co.uk
