Merchant SEM TacticsMerchant SEM Tactics

Selecting Tail Terms

Ad Copy

Inverted Optimization Pyramid

Duplicate Content Issues

Being Creative in a Dynamic Marketplace

Tail TermsTail Terms

● “Common” phrases will have many competitors

● dewalt parts● dewalt saw parts● dewalt drill parts

Tail TermsTail Terms● Going into the tail

allows for very specific phrases without competitors

● We don't need ads for many of them

● dewalt dw744 switch● dewalt dw744 brushes● dewalt dw744 armature

● Instead of a few terms to optimize for, we have 682,000+ very specific terms

Ad Copy & Creative Value PropositionAd Copy & Creative Value Proposition

What makes a value proposition?What makes a value proposition?

● “Free” stuff

Putting the “Free” message first.Putting the “Free” message first.● First ad maintained a

decent CTR over 22,000 clicks

● Using Dynamic KeyWord Insertion in the title made no difference for CTR

● Updated ad increase CTR by 20% and maintained for well over 100,000 clicks by moving the “Free” line

Other “Free Stuffs”Other “Free Stuffs”● Free Shipping● Free Quotes● Free Trial● Free Consultation● Free Gifts● Use your

imagination...

● Free Shipping● Free Quotes● Free Trial● Free Consultation● Free Gifts● Use your

imagination...

What makes a value proposition?What makes a value proposition?

● “Free” stuff● Variety / selection● Ways your store is unique

Selection & a unique solutionSelection & a unique solution● First ad focused on

variety and value● Second ad increased

selection message, but lowered response rate

● Third ad put value back in, but had a low response rate

● Fourth ad saw 10% lower CTR, but 45% higher conversion

Net result: 65% more sales

What makes a value proposition?What makes a value proposition?

● “Free” stuff● Variety / selection● Ways your store is unique● Ways you can help them

address a need

Addressing A Need Addressing A Need

● Under 3% CTR● Increased 12%● Increased 22%● Increased 18%● Overall, 61% CTR

increase and CPC dropped by 66% for more clicks and more sales

Customers don't want adrill, they want a hole.Address their need, not your product.

Inverted Optimization PyramidInverted Optimization Pyramid

Working for the conversion first

Typical Optimization PyramidTypical Optimization Pyramid

● Typical “SEO” approach is to start with the homepage

● Homepages are best suited for very general terms

● General terms don't result in sales all that often

Inverted Optimization PyramidInverted Optimization Pyramid

● People can't buy a product if they can't find it

● By working on making the pages closer to products rank, the conversion rate goes up

● Inversed thinking can really increase revenues

Optimize Specific to GeneralOptimize Specific to General● Specific phrases convert much better

● Easier to rank for organically

● Lower cost per click for advertising

● Creates a snowball growth opportunity

Duplicate ContentDuplicate Content

Duplicate ContentDuplicate Content

Obvious sources● “Copy & Paste” to add

product information● Scraper sites● “Mirror” sites● Old pages (oops)

Hidden Sources● Competitors● Splogs● Your web designer● “Under Construction”

sites● eBay

eBay, Competitors, and Other ThieveseBay, Competitors, and Other Thieves● We have tracked as

many as 40 eBay auctions at once that have used our content and formatting.

● We have taken an active approach since eBay hasn't addressed the matter, even when we email them about specific auctions.

Hint: This is the part where you may have ideas

This isn't a totally new idea, just a newer approach to make content theft profitable instead of detrimental

ModRewrite – More than pretty URLsModRewrite – More than pretty URLs

● By using referrer data, we can change images

● Some images were 1x1 pixels on our own site with absolute links to the same page

● Some images just get promotional text added

● We have this entirely automated via ModRewrite and a simple CGI script

● We can manually edit any text / changes on a per page (auction) level

● We've caught other interesting thieves

Formerly 1x1 pixel, now on eBayFormerly 1x1 pixel, now on eBay

Dynamic Text on eBayDynamic Text on eBay

Image on Competitor's SiteImage on Competitor's Site

Profiting from DuplicationProfiting from Duplication● If someone is using our content, they may

accidentally send some traffic to us● Many of the auctions get edited quite a bit when

the person sees what happened. We don't mind, the content isn't duplicate any more.

● We contact repeat offenders directly and ask them not to duplicate our content.*

● * Unless the conversion rate from their auctions is good for us.

What's Number 1?What's Number 1?

Merchant SEM Tactics SummaryMerchant SEM Tactics Summary● We've got a little tougher job as retailers since our

products have set, usually low, margins.● Our ads need to not only hit broad audiences, but

also need to convey a helpful image.● As merchants, we can have more duplicate

content issues than other types of sites.● Keep an eye on what's going on and you just may

find yourself ahead of others in your space.

● Creativity can turn into opportunity. Think outside the box.

Thank youThank you

Brian Mark

www.ToolBarn.com

brianm@toolbarn.com

brianmark.blogspot.com

blogs.toolbarn.com/brianm/