Jirafe Ecommerce Strategy Session: Customer Lifecycle Management
Enterprise Google Ads (AdWords) Strategy For Ecommerce · Strategy For Ecommerce HOSTED BY...
Transcript of Enterprise Google Ads (AdWords) Strategy For Ecommerce · Strategy For Ecommerce HOSTED BY...
Enterprise Google Ads (AdWords) Strategy For Ecommerce
HOSTED BY
PRESENTED BY
MICHELLE BOURKE
FOUNDER, FORESIGHT
14 year marketing career spanning
operational and leadership roles, former
board director of Startup Vic.
JAE DEBRINCAT
ECORNER
Almost 20 years helping grow Australian
businesses as a manager, solicitor, advisor.
Advisory board member at Sydney Uni.
RAMYA KANDREGULA
PAID DIGITAL LEAD, FORESIGHT
13 year career in search, display and
programmatic marketing, backed by a BA
of CompSci and half a decade at Google.
Who’s here today
Who we are
We are a team of marketing leaders who specialise
in Paid Digital and Social, SEO, Analytics and CRO.
Winners of Telstra Business Award, Victoria in 2016.
In July we changed our name from Artlivemedia to Foresight Digital.
Our new name represents our commitment to the insight that drives
measurable outcomes across everything we do.
The 30 second version of how Google Ads works
BUDGETS, TIGHTLY THEMED GRANULAR AD
GROUPS, RELEVANT KEYWORDS, NEGATIVE
KEYWORDS AND RELEVANT AD COPY CREATES BEST PRACTICE STRUCTURE.
AS A RESULT, CLICK THROUGH RATES AND
CONVERSION RATES GO UP, SO THEN AD QUALITY
IMPROVE.
WHEN AD RANK IMPROVES, YOU CAN PAY
LESS FOR EACH CLICK THAT YOU GET..
WHEN YOU PAY LESS FOR EACH CLICK, YOU GET
MORE TRAFFIC FOR THE SAME AMOUNT OF
BUDGET.
WHEN THAT HAPPENS YOUR COST PER
ACQUISITION COMES DOWN AND YOUR ROI
GOES UP!
What questions should you be asking your agency?
Introduction
Bidding on your brand terms
QUESTIONS TO ASK YOUR AGENCY?
● What brand queries am I
appearing for?
● How can I optimise my
spend on these terms?
● What is my brand CPC?
● Are competitors bidding
on my brand terms?
We’re in the era of research obsessed consumer.
QUESTION TO ASK YOUR AGENCY?
● What KPIs should we set for non branded
top of the funnel searches?
● Are we measuring and reporting on
assisted conversions?
Thinking the funnel
QUESTIONS TO ASK YOUR AGENCY?
● Have we identified gaps & opportunities
that we are missing out on?
● Are we driving traffic to the new content
areas & areas of focus?
● What are the rising search queries that
we can bid on?
● How are my competitors performing
organically and paid?
Co-optimising SEO and SEM
QUESTIONS TO ASK YOUR AGENCY?
● Do we have remarketing set up?
● Is it granular enough? What is the size
of my cookie pools?
● What differentiator messaging should
we use for remarketing?
Amplifying display spend with remarketing
Google's quality score and factors affecting your conversion performance
Quality Score is an aggregated estimate of
your overall performance in ad auctions,
and is not used at auction time to
determine Ad Rank.
QUESTIONS TO ASK YOUR AGENCY?
● What ratio of keywords in my account have a
quality score of 5 and under?
● How do we improve quality of these keywords?
QUESTIONS TO ASK YOUR AGENCY?
● Can I get access to the account?
● How is the account pacing through
the month?
● Can I get access to the change
history logs?
● Can I get a breakdown of campaign
management effort?
Is your Google Ads account being mismanaged?
Impression share & how to use it?
QUESTIONS TO ASK YOUR AGENCY?
● What impression share am I receiving for my
non-branded and branded terms?
● Is there anything we can do to improve impression
share lost due to rank?
● How are we trending with respect to impression
share (monthly) and why?
How to determine KPIs to get visibility of agency performance
QUESTIONS TO ASK YOUR AGENCY?
● What KPIs should we set for the various categories
of keyword we are bidding on?
● Do we have robust measurement in place?
● How do the website goals/ KPIs tie in with my
business objectives?
Q&A