When running a business, ensuring your marketing spend yields profitable results is crucial but knowing where to start can be difficult. When should I begin advertising my store? How do I prioritize and balance my marketing dollars? How much should I invest? In this webinar, we’ll give tips for how to squeeze the most out of your marketing budget to maximize return on investment. We’ll cover some example scenarios so you can see how others find success with their budgets -- large and small. And what if you have a marketing budget of $0? We’ll go through a list of strategies you can implement even if you don’t have any money to spend and need to start slowly. Throughout the webinar, we’ll be answering specific questions you have about your budget.

1. #mktgbudget

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

11. Bid Settings

12. Bid Settings

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

14. Merchant Center

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

21. Q&A #1

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

25. Defining Success

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

30. PPC Specific Landing Pages

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.