Making the most of your marketing budget

#mktgbudget

Meet Your Hosts

Adam KirschShopping Feeds

Team Lead

Sean O’ConnorSr. 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

Shopping FeedsOverview● Product focused, lots of

information

● Image based

● Similarities/differences from PPC

#mktgbudget

Part One: Don’t Spend Money That Isn’t ConvertingTop 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 ExamplesUsing 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

budgets in mind

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 theNext 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

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 CashBack Rewards

Word of mouth Get yourmaterials 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&AQ+A

Not sure where (or how) toget 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.