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#mktgbudget
Meet Your Hosts
Adam Kirsch
Shopping Feeds
Team Lead
Sean O’Connor
Sr. Search
Marketing Specialist
Agenda
● Overview
● Don’t spend money that isn’t
converting
● Q&A
● Identify and invest in areas of success
● Free options
● Q&A
Overview:
Marketing Spend
● Marketing spend - how we
spend our money and why
● PPC & Shopping Feeds - what
they are and how they work
#mktgbudget
PPC Overview
● Text ads
● Pay-per-click
● Customizable and serve a lot of
purposes
● Google AdWords
#mktgbudget
Making the most of your marketing budget
Shopping Feeds
Overview
● Product focused, lots of
information
● Image based
● Similarities/differences from
PPC
#mktgbudget
Making the most of your marketing budget
Part One: Don’t Spend Money That Isn’t Converting
Top level explanation
Bid Settings
● Time of day
● Day of week
● Device
● Shopping feeds let us get
granular and look at
individual SKUs
#mktgbudget
Bid Settings
Bid Settings
Merchant Center
● Submit and manage your
feed file and products for
Shopping Feed campaigns
● Find problems within the
merchant center
○ Products > Diagnostics tab
○ Download issues list to fix
#mktgbudget
Merchant Center
Keywords
● What are keywords?
● The danger of being too
broad
● Follow theme/flow of
website categorization
#mktgbudget
Broad +Modified
+Broad
“Phrase” [Exact]
Keyword Match Types
Lemonade drinks
Ads may show on:
Soft drinks
Lemonade Beyoncé
Citrus beverages
+Lemonade +drinks
Ads may show on:
Lemonade drinks for
picnics
Drinks like
lemonade
“Lemonade drinks”
Ads may show on:
Pink lemonade
drinks
Lemonade drinks
near me
[Lemonade drinks]
Ads may show on
only:
Lemonade drinks
#mktgbudget
Keyword Examples
Using Broad Match Using Phrase Match Using Exact Match
Negative Keywords
● Used in both PPC and
Shopping Feeds
● Remove your site/products
from consideration for
certain terms
Common Negative Keywords
“Amazon” “Craigslist” “eBay”
“Cheap” “Refurbished” “Reviews”
#mktgbudget
Runaway Ad Spend
● Metrics to consider
○ Cost per conversion
○ Average order value
○ Impression share
○ Profit margins
● Keep shipping costs and other
expenses in mind
○ Know when you get billed
○ Set realistic goals with
Q&A #1
Part Two - Identify and Invest in areas of success
Mini Agenda
○ Defining Success
○ Bid optimizations
○ Landing pages
○ Ramping Up
Defining Success
● Establishing marketing goals
beyond the conversion
● Analytics and tracking
● How to get data
○ Analytics
○ SmarterStats
○ Dashboard
#mktgbudget
Defining Success
● Analytics
○ What data is critical
● Smarter Stats
● Tools in the Volusion dashboard
#mktgbudget
Defining Success
We’ve seen how to gather useful, actionable data, now what?
Bid Optimizations
Bid Optimizations
We’ve split these campaigns apart by mobile and desktop/tablet traffic. CTR and
Cost/Conv are pretty close - but look at the CPC, Cost and Conv. Rate differences.
Landing Pages:
The User Experience
● First, how to determine your best
landing pages w/Analytics and
AdWords
○ Highest clicked shopping ad,
highest converting item
○ PPC conversion rate for
categories
● Path flow
● Responsive themes
● PPC-specific landing pages
#mktgbudget
○ Path flow
○ Responsive themes
Landing Pages: Behavior Flow
PPC Specific Landing Pages
Taking it to the
Next Level
● Audience lists - remarketing lists
and dedicated email marketing
● Paid marketing tools - email
marketing in particular
#mktgbudget
Taking it To the
Next Level
● Going wide - Bing, Facebook,
testing new social media ads
● Hire someone - outsourcing vs.
time you put into it
#mktgbudget
Making the most of your marketing budget
Game Plans for Every Budget
$ $$ $$$
Zero spend
per month
Hardware store
with $300
per month
Fashion store
with $3,000
per month
#mktgbudget
● Focus on store SEO
● Reduce costs elsewhere
● Use email marketing to grow
your reach
● Engage on social media
● Install Analytics yesterday
$
$0 Monthly Budget
#mktgbudget
$$ ● Focus on one campaign type
○ And hit it hard
○ Watch webinars and
educate yourself. Set time
aside to be successful
● Smart small and work up
$300 Monthly Budget
#mktgbudget
● Healthy, large budget of
$1,000 – $3,000 per month
● Be everywhere on Google
● Expand to Facebook if you
haven’t yet
● Upgrade your tools and
optimize your workflow
$$$
$3K Monthly Budget
#mktgbudget
● Think about why you’re marketing and what’s holding
you back, such as lack of funds, education, etc
● Keep in mind that there are plenty of free things to do
Where to Get Started
AdWords Cash
Back Rewards
Word of mouth
Get your
materials ready
1 2 3
Free Things to Do
● SEO (we can get granular)
● Take advantage of Instagram stories
● Making the most of ad credits
● Social Media repost
● Email marketing
#mktgbudget
Q&A
Q+A
Not sure where (or how) to
get started? Let us help you!
Contact us at 1-888-750-3996 to take
advantage of our promos.
Free setup on a 3 month prepaid or
6th month free on a PPC or
Shopping Feeds plan.

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Making the most of your marketing budget

  • 2. Meet Your Hosts Adam Kirsch Shopping Feeds Team Lead Sean O’Connor Sr. Search Marketing Specialist
  • 3. Agenda ● Overview ● Don’t spend money that isn’t converting ● Q&A ● Identify and invest in areas of success ● Free options ● Q&A
  • 4. Overview: Marketing Spend ● Marketing spend - how we spend our money and why ● PPC & Shopping Feeds - what they are and how they work #mktgbudget
  • 5. PPC Overview ● Text ads ● Pay-per-click ● Customizable and serve a lot of purposes ● Google AdWords #mktgbudget
  • 7. Shopping Feeds Overview ● Product focused, lots of information ● Image based ● Similarities/differences from PPC #mktgbudget
  • 9. Part One: Don’t Spend Money That Isn’t Converting Top level explanation
  • 10. Bid Settings ● Time of day ● Day of week ● Device ● Shopping feeds let us get granular and look at individual SKUs #mktgbudget
  • 13. Merchant Center ● Submit and manage your feed file and products for Shopping Feed campaigns ● Find problems within the merchant center ○ Products > Diagnostics tab ○ Download issues list to fix #mktgbudget
  • 15. Keywords ● What are keywords? ● The danger of being too broad ● Follow theme/flow of website categorization #mktgbudget
  • 16. Broad +Modified +Broad “Phrase” [Exact] Keyword Match Types Lemonade drinks Ads may show on: Soft drinks Lemonade Beyoncé Citrus beverages +Lemonade +drinks Ads may show on: Lemonade drinks for picnics Drinks like lemonade “Lemonade drinks” Ads may show on: Pink lemonade drinks Lemonade drinks near me [Lemonade drinks] Ads may show on only: Lemonade drinks #mktgbudget
  • 17. Keyword Examples Using Broad Match Using Phrase Match Using Exact Match
  • 18. Negative Keywords ● Used in both PPC and Shopping Feeds ● Remove your site/products from consideration for certain terms
  • 19. Common Negative Keywords “Amazon” “Craigslist” “eBay” “Cheap” “Refurbished” “Reviews” #mktgbudget
  • 20. Runaway Ad Spend ● Metrics to consider ○ Cost per conversion ○ Average order value ○ Impression share ○ Profit margins ● Keep shipping costs and other expenses in mind ○ Know when you get billed ○ Set realistic goals with
  • 22. Part Two - Identify and Invest in areas of success Mini Agenda ○ Defining Success ○ Bid optimizations ○ Landing pages ○ Ramping Up
  • 23. Defining Success ● Establishing marketing goals beyond the conversion ● Analytics and tracking ● How to get data ○ Analytics ○ SmarterStats ○ Dashboard #mktgbudget
  • 24. Defining Success ● Analytics ○ What data is critical ● Smarter Stats ● Tools in the Volusion dashboard #mktgbudget
  • 26. We’ve seen how to gather useful, actionable data, now what? Bid Optimizations
  • 27. Bid Optimizations We’ve split these campaigns apart by mobile and desktop/tablet traffic. CTR and Cost/Conv are pretty close - but look at the CPC, Cost and Conv. Rate differences.
  • 28. Landing Pages: The User Experience ● First, how to determine your best landing pages w/Analytics and AdWords ○ Highest clicked shopping ad, highest converting item ○ PPC conversion rate for categories ● Path flow ● Responsive themes ● PPC-specific landing pages #mktgbudget
  • 29. ○ Path flow ○ Responsive themes Landing Pages: Behavior Flow
  • 31. Taking it to the Next Level ● Audience lists - remarketing lists and dedicated email marketing ● Paid marketing tools - email marketing in particular #mktgbudget
  • 32. Taking it To the Next Level ● Going wide - Bing, Facebook, testing new social media ads ● Hire someone - outsourcing vs. time you put into it #mktgbudget
  • 34. Game Plans for Every Budget $ $$ $$$ Zero spend per month Hardware store with $300 per month Fashion store with $3,000 per month #mktgbudget
  • 35. ● Focus on store SEO ● Reduce costs elsewhere ● Use email marketing to grow your reach ● Engage on social media ● Install Analytics yesterday $ $0 Monthly Budget #mktgbudget
  • 36. $$ ● Focus on one campaign type ○ And hit it hard ○ Watch webinars and educate yourself. Set time aside to be successful ● Smart small and work up $300 Monthly Budget #mktgbudget
  • 37. ● Healthy, large budget of $1,000 – $3,000 per month ● Be everywhere on Google ● Expand to Facebook if you haven’t yet ● Upgrade your tools and optimize your workflow $$$ $3K Monthly Budget #mktgbudget
  • 38. ● Think about why you’re marketing and what’s holding you back, such as lack of funds, education, etc ● Keep in mind that there are plenty of free things to do Where to Get Started AdWords Cash Back Rewards Word of mouth Get your materials ready 1 2 3
  • 39. Free Things to Do ● SEO (we can get granular) ● Take advantage of Instagram stories ● Making the most of ad credits ● Social Media repost ● Email marketing #mktgbudget
  • 40. Q&A Q+A Not sure where (or how) to get started? Let us help you! Contact us at 1-888-750-3996 to take advantage of our promos. Free setup on a 3 month prepaid or 6th month free on a PPC or Shopping Feeds plan.