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Merchant SEM Tactics

Selecting Tail Terms Ad Copy Inverted Optimization Pyramid Duplicate Content Issues Being Creative in a Dynamic Marketplace. Merchant SEM Tactics. Tail Terms. “Common” phrases will have many competitors dewalt parts dewalt saw parts dewalt drill parts.

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Merchant SEM Tactics

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  1. Selecting Tail Terms Ad Copy Inverted Optimization Pyramid Duplicate Content Issues Being Creative in a Dynamic Marketplace Merchant SEM Tactics

  2. Tail Terms • “Common” phrases will have many competitors • dewalt parts • dewalt saw parts • dewalt drill parts

  3. Instead of a few terms to optimize for, we have682,000+very specific terms Tail Terms • Going into the tail allows for very specific phrases without competitors • We don't need ads for many of them • dewalt dw744 switch • dewalt dw744 brushes • dewalt dw744 armature

  4. Ad Copy & Creative Value Proposition

  5. What makes a value proposition? • “Free” stuff

  6. Putting the “Free” message first. • First ad maintained a decent CTR over 22,000 clicks • Using Dynamic KeyWord Insertion in the title made no difference for CTR • Updated ad increase CTR by 20% and maintained for well over 100,000 clicks by moving the “Free” line

  7. Other “Free Stuffs” • Free Shipping • Free Quotes • Free Trial • Free Consultation • Free Gifts • Use your imagination...

  8. What makes a value proposition? • “Free” stuff • Variety / selection • Ways your store is unique

  9. Selection & a unique solution • First ad focused on variety and value • Second ad increased selection message, but lowered response rate • Third ad put value back in, but had a low response rate • Fourth ad saw 10% lower CTR, but 45% higher conversion Net result: 65% more sales

  10. What makes a value proposition? • “Free” stuff • Variety / selection • Ways your store is unique • Ways you can help them address a need

  11. Addressing A Need • Under 3% CTR • Increased 12% • Increased 22% • Increased 18% • Overall, 61% CTR increase and CPC dropped by 66% for more clicks and more sales Customers don't want a drill, they want a hole. Address their need, not your product.

  12. Inverted Optimization Pyramid Working for the conversion first

  13. Typical Optimization Pyramid • Typical “SEO” approach is to start with the homepage • Homepages are best suited for very general terms • General terms don't result in sales all that often

  14. Inverted Optimization Pyramid • People can't buy a product if they can't find it • By working on making the pages closer to products rank, the conversion rate goes up • Inversed thinking can really increase revenues

  15. Optimize Specific to General • Specific phrases convert much better • Easier to rank for organically • Lower cost per click for advertising • Creates a snowball growth opportunity

  16. Duplicate Content

  17. Hidden Sources Competitors Splogs Your web designer “Under Construction” sites eBay Duplicate Content Obvious sources • “Copy & Paste” to add product information • Scraper sites • “Mirror” sites • Old pages (oops)

  18. Hint: This is the part where you may have ideas This isn't a totally new idea, just a newer approach to make content theft profitable instead of detrimental eBay, Competitors, and Other Thieves • We have tracked as many as 40 eBay auctions at once that have used our content and formatting. • We have taken an active approach since eBay hasn't addressed the matter, even when we email them about specific auctions.

  19. We have this entirely automated via ModRewrite and a simple CGI script We can manually edit any text / changes on a per page (auction) level We've caught other interesting thieves ModRewrite – More than pretty URLs • By using referrer data, we can change images • Some images were 1x1 pixels on our own site with absolute links to the same page • Some images just get promotional text added

  20. Formerly 1x1 pixel, now on eBay

  21. Dynamic Text on eBay

  22. Image on Competitor's Site

  23. Profiting from Duplication • If someone is using our content, they may accidentally send some traffic to us • Many of the auctions get edited quite a bit when the person sees what happened. We don't mind, the content isn't duplicate any more. • We contact repeat offenders directly and ask them not to duplicate our content.* • * Unless the conversion rate from their auctions is good for us.

  24. What's Number 1?

  25. Merchant SEM Tactics Summary • We've got a little tougher job as retailers since our products have set, usually low, margins. • Our ads need to not only hit broad audiences, but also need to convey a helpful image. • As merchants, we can have more duplicate content issues than other types of sites. • Keep an eye on what's going on and you just may find yourself ahead of others in your space. • Creativity can turn into opportunity. Think outside the box.

  26. Thank you Brian Mark www.ToolBarn.com brianm@toolbarn.com brianmark.blogspot.com blogs.toolbarn.com/brianm/

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