Wolfgang Digital's slides from a recent Etail Excellence Ireland event. The presentation outlines 9 Essential Digital Marketing Tactics To Get You Beyond The Magic €1 Million Revenue Mark
15. Evil Keywords
• A large product range
• 20% of search terms
never seen before
• Device used to
search
16. Keywords
2.”Keywordless Campaigns”
Dynamic Search Ads to the Rescue
• Show ads based on the content of
your website
• Google reference the organic
search index of your website
• Ad text headline and landing page
automatically generated
19. Product Listing Ads – that other
Super Hero
• Search ads that include richer
product information.
• Need a Google AdWords Account
• Google AdWords + Merchant
Centre
27. 6. Really Advanced
Remarketing
Dynamic Remarketing
• Display ads featuring products a
visitor has previously viewed.
Remarketing Lists For Search Ads
(RLSA)
• Combines a visitor's website
behaviour with their subsequent
search queries on Google
• Previous site visitors more likely to
convert.
30. Let’s Talk About Conversion
• General rule is an e-commerce website will convert at 1-2%
• Online only retailer 2%
• Online & Offline retailer 1%
31. 8. “Drowning In Data?”
Understanding your KPIs
1. Visits
2. Bounce rate
3. Average time on site
4. Content
5. Cart Abandoners
6. Conversion (Goal completion)
7. Conversion rate
8. Revenue Per Click
1. Shop visit
2. Look’s at one product and leaves
3. How long spent in store
4. Where did they spent most time
5. Picked up an item but put it back
6. You made a sale
7. (Sales / visits)%
8. Revenue per square metre
32. Who should be making your Digital
Marketing Decisions
1. IT
2. Sales & Marketing
3. MD
4. Finance
5. Advertising agency
6. None of the above
34. 9. Great Campaigns Aren’t
Planned
They Evolve
• “What’s measured improves” Drucker
• “Great digital marketing campaigns are the result
of actions based on insights” Coleman & Almack
- Google Merchant Centre is a tool which helps you upload your product listings to be used for Google Shopping, Google Product Ads, and Google Commerce Search.
- Google Merchant Centre is a tool which helps you upload your product listings to be used for Google Shopping, Google Product Ads, and Google Commerce Search. Kilkenny Shop
Paid =71%, Images = 18%, Organic = 11%
3 – 4% vs 13 to 16%
2 x CTR and 5 x conversion rate - dynamic2 x CRE and 2.5 conversion rate - RLSA