Ecommerce & Retail PPC Tactics - SMX East 2010 - Alex Cohen of ClickEquations

3 eCommerce PPC Tips
You Can Use Tomorrow
Alex Cohen, Senior Marketing Manager
www.clickequations.com | @digitalalex

© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 1

3 eCommerce PPC Tips You Can Use Tomorrow
1. Monitor Your “Budget Lost Impression Share”
2. Query Mine Your Head Keywords for Winners
3. Catch Trends with “What’s Changed?” Reports

© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL
2010 @digitalalex 2

# Monitor Budget Lost
Impression Share


Throw Money At Your IS Problem

Lost Impressions due to
low Campaign budget

Total Impressions / Lost Impressions due to
Possible Impressions low Ad Rank

(Ad Rank = Bid * Quality Score)

2010 @digitalalex 4

Find Impression Share in “Columns”

2010 @digitalalex 5

Example: Prioritize by looking at Net Profit & ROI

2010 @digitalalex 6

2 Tips to Master Budget Lost IS
1. Review Impression Share Metrics today and adjust budgets

2. Monitor Budget Lost Impression Share during peak sale times
(Black Friday, etc.)

2010 @digitalalex 7

Long Version: Project a Run Rate

www.ClickEquations.com/Analyst

2010 @digitalalex 8

# Query Mine Your Head
Keywords for Winners


What Is A Search Query?


Focus On Your Head Terms

0.11% of all keywords
generate 80% of
all revenue

2010 @digitalalex 11

Where Are The Search Queries?

Google Bing (MSN) Yahoo


Start With Broad Match Terms

www.ClickEquations.com/Analyst


Create a “Winners” List of Converting Queries

Winners (Search Queries that convert profitably)
Last Click Last Click Last Click
Search Query Keyword Match Type Avg CPC Clicks Cost Conversions Assists Revenue
urinary incontinence on dogs doghouse dogs urinary Broad $ 0.45 2 $ 0.89 1 1 $ 35.98
dog calming spray dog calming Phrase $ 0.59 2 $ 1.18 1 1 $ 28.47
bravo bully sticks in bulk bully sticks Phrase $ 1.27 1 $ 1.27 1 0 $ 89.99
dog urinary medicine dogs urinary Broad $ 0.45 3 $ 1.34 1 1 $ 29.86
wellness brand dog food wellness dog food Broad $ 0.55 3 $ 1.67 1 0 $ 61.53

Losers (Search Queries that do not convert
Last Click Last Click Last Click
Search Query Keyword Match Type Avg CPC Clicks Cost Conversions Assists Revenue
bully sticks wholesale bully sticks Phrase $ 1.39 9 $ 12.67 0 0 $ -
bone buddies bully sticks bully sticks Phrase $ 1.43 4 $ 5.71 0 0 $ -
newman's own dog food newman's own dog Broad $ 0.41 14 $ 5.45 0 0 $ -
bully sticks wholesale bully sticks Phrase $ 1.34 4 $ 5.35 0 0 $ -
dog treats, bully sticks www.ClickEquations.com/Analyst
bully sticks Phrase $ 1.27 4 $ 5.07 0 0 $ -
newman's own dog food newman's own dog Broad $ 0.39 11 $ 4.27 0 0 $ -


Promote Winners to Exact Match

Exact Match
Beats
Phrase Match
Beats
Broad Match


Long Version: Find Synonyms with Microsoft Ad Intelligence

Unreliable

Better

Microsoft Advertising Intelligence
(http://bit.ly/searchintel)


# Catch Trends with
“What’s Changed?” Reports


Top 10 Reports Hide Trends

March ‘10 April ‘10


Listen to The Master
"While we obsess about our brand terms and our top
ten key phrases the reality is that the long tail of
search means that our organic and search campaigns
focus on tens of thousands or hundreds of thousands
of keywords.

One effective strategy to deal with this purely data
problem is to focus on what's changed."

-Avinash Kaushik
Author, Web Analytics 2.0
Advisor, ClickEquations

Example: Hot Campaigns & Keywords


Create a What’s Changed Report

1. Pick a Ad Groups &
Segment Keywords

2. Choose a Gross Profit,
Metric ROI or CPA

3. Set a Week/Week &
Time Period Month/Month


Try It TODAY: Free Google Analytics Plug-In

http://clck.it/whats-changed

43 Paid Search Marketing Tools
1. Keyword Research 5. Niche Tools
– Google Keyword Research Tool - • Mongoose Metrics – www.mongoosemetrics.com
https://adwords.google.com/select/KeywordToolExternal • Optimine – www.optimine.com
– Wordtracker – www.wordtracker.com • MarchEx – www.marchex.com
– Trellian Keyword Discovery - • ClearSaleing – www.clearsaleing.com
http://www.keyworddiscovery.com/ 6. Testing & Personalization
– SEO Book Keyword Tool – • Google Website Optimizer - www.google.com/websiteoptimizer
http://tools.seobook.com/keyword-tools/seobook/ • Omniture Test & Target - http://clck.it/testandtarget
– Wordstream – www.wordstream.com • Monetate – www.monetate.com
2. Competitive Analysis • Sitespect – www.sitespect.com
1. Compete – www.compete.com • Ion Interactive – www.ioninteractive.com
2. AdGooRoo – www.adgooroo.com 7. Analytics – Qualitative
3. SEMRush – www.semrush.com • 4Q – http://4q.iperceptions.com
4. The Search Monitor – www.thesearchmonitor.com • Foresee – www.foreseeresults.com
5. iSpionage – www.ispionage.com • UserTesting – www.usertesting.com
3. Display Research • iPerceptions – www.iperceptions.com
1. Google Placement Tool – Instructions - • KnowClick – www.knowclick.com
http://clck.it/placement-tool 8. Analytics – Quantitative
2. DoubleClick Ad Planner – • Adobe by Omniture – www.omniture.com
http://www.google.com/adplanner/ • Unica – www.unica.com
3. Web Data Extractor - http://www.webextractor.com/ • Google Analytics – www.google.com/analytics
4. Performance Marketing Platforms • Coremetrics – www.coremetrics.com
• ClickEquations – www.clickequations.com • Webtrends – www.webtrends.com
• Kenshoo – www.kenshoo.com 9. Customer Relationship Management (CRM)/Lifetime Value (LTV)
• Marin Software – www.marinsoftware.com • SalesForce – www.salesforce.com
• Acquisio – www.acquisio.com • SAP – www.sap.com
• AdWords Editor – www.google.com/intl/en/adwordseditor/ • NetSuite – www.netsuite.com
• adCenter Desktop - http://clck.it/9JbCPS • Venda – www.venda.com
• Volusion – www.volusion.com


ClickEquations: Intelligent Paid Search Platform

ClickEquations enables you to
manage all aspects of your accounts
more easily
• Campaign management with bulk
editing and easy-to-use optimization

• Powerful bid management created
with experts from the Wharton School

• Best in class analytics for advanced
and automated reporting

• And ClickEquations makes it all
easy through Segments, Adviser,
and Analyst

www.ClickEquations.com | @digitalalex
2010 24

ClickEquations – Alex Cohen

acohen@clickequations.com www.ClickEquations.com
484-362-1321

@DigitalAlex www.AlexLCohen.com


Ecommerce & Retail PPC Tactics - SMX East 2010 - Alex Cohen of ClickEquations

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