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BRICKS & CLICKS: WHAT WE DO SERVICES WHAT WE DO: Campaign ideas to drive up awareness, conversions (leads) and/or sales Offline & online marketing campaign.

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Presentation on theme: "BRICKS & CLICKS: WHAT WE DO SERVICES WHAT WE DO: Campaign ideas to drive up awareness, conversions (leads) and/or sales Offline & online marketing campaign."— Presentation transcript:

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2 BRICKS & CLICKS: WHAT WE DO

3 SERVICES WHAT WE DO: Campaign ideas to drive up awareness, conversions (leads) and/or sales Offline & online marketing campaign integration Pay per click advertising (Google AdWords, Facebook, Yahoo! etc) Social media marketing & engagement Online video marketing Web analytics E-commerce tracking Behavioral analytics Heatmap analysis A/B Split testing Store location listings Location-based mobile app advertising Redemptions i.e coupons Training on pay per click advertising

4 WHAT IS GOOGLE ADWORDS?

5 “BUILD IT AND THEY WILL COME”

6 Is an advertising platform that can help you connect with potential customers looking for products and services like yours Has W_____________________IDE reach. Google owns some of the top online properties such as YouTube. They also partner with millions of publishers worldwide.

7 Google search Google.com (International) Google.com.my Google.com.sg Others Google search partner network Google Groups Google Maps Google Shopping AOL Google display network Publishers in Adsense program Gmail Google Finance Blogger YouTube

8 EXAMPLES: GOOGLE SEARCH Paid Results (Ads) Organic Results

9 EXAMPLES: GOOGLE SEARCH PARTNER NETWORK

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13 EXAMPLES: GOOGLE DISPLAY NETWORK

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16 How much do you want to spend on a daily basis? Maximum cost you’re willing to pay for a click on your ad (CPC) or 1000 times your ad is shown (CPM) HOW Network: Search? Display? YouTube? Specific websites? Specific devices: Desktop, mobile phone or tablet? WHERE Which customer segment are you looking to target? New customers vs. repeat customers? Female vs male? Nationwide or selected areas only? WHO 5Ws & 1H

17 Weekday vs. weekend? Selected period only? Ad hoc? WHEN Advertise a product? Service? Mobile app? Location? Location, call, sitelinks, dynamic search ad extensions WHAT What is your objective? Awareness, lead generation or online sales? Free tools such as Google Analytics, conversion tracking, experiment, keyword tool, insights WHY 5Ws & 1H

18 THERE’S BIG BUSINESS IN LITTLE THINGS & GOOGLE ADWORDS

19 CHECKOUT COUNTER

20 This is where retailers want all of their customers to end up once they step into the store It is a PREREQUISITE to run a retail business Location of the checkout counter is important Is linked to a centralized information system that enables the head office or specific departments to analyze figures such as total transactions, total transaction value and so forth.

21 Assume website is a retail store, what would be its’ checkout counter? What would be its’ information system? 2 tools that are considered PREREQUISITE if you run a website & AdWords campaign: a)Google Analytics b)Google Conversion Tracking

22 Google Analytics is a FREE tool for webmasters Enables you to gather data/information about your website visitors May be linked to Google AdWords to capture AdWords campaign data & other purpose (i.e remarketing) You may set goals with Google Analytics Location is important. Google Analytics script needs to be inserted on all pages of your website that you want to track

23 Conversion tracking is an AdWords feature. It is also offered for FREE if you have an AdWords account Enables you to determine the number of conversions (in other words, an action that you deem as your “checkout counter” such as signing up for a free trial, purchasing an item from your online store, subscribing to your company newsletter, leaving their contact details for a follow up (lead) and so forth Location is equally crucial. Script to be placed only at the “confirmation/thank you/receipt” page

24 BREADTH VS. DEPTH

25 It is key for retailers to have a good balance between the breadth & depth of their products in order to meet the diverse needs & wants of consumers Breadth refers to the different product categories Depth refers to the different lines/SKUs in each of those product categories Breadth Depth

26 Your ad groups are similar to breadth The keywords in those ad groups are similar to depth Build ad groups based on various angles/themes and not just one Research and compile a list of keywords for each of those ad groups Make use of keyword match types (broad, phrase, exact & negative) How do you decide on which keywords belong to which ad group? For display campaigns, you may want to create separate ad groups for different targeting methods

27 Sony TV Branded Generic Complementary products Competitor Sony TV 32” LED Sony LED Sony Bravia Sony 32 Buy Sony TV LED TV with HD HD LED TV Buy LED TV Malaysia 32” TV Latest LED TV Panasonic LED TV Toshiba Regza 32 Buy Regza TV Samsung LED TV Malaysia Sony Blu Ray player Subscribe Astro HD What do I need if I want to watch HD movies? HDMI splitter Match types Sony TV – broad match “Sony TV” – phrase match [Sony TV] – exact match -Sony TV – negative match

28 Ad Group Buy Sony TV Sony TV Sony TV Malaysia Ad Group Buy Sony TV Sony LED TV for sale Sony home entertainment system

29 LOCATION, LOCATION, LOCATION

30 Every retailer knows just how important location is. What are some of the key statistics that retailers look at prior to deciding on running a business at a particular location? a)Demographics – age, race, gender b)Purchasing power c)Competition d)Population density

31 What are some AdWords“locations” that matter? Average ad position? Placements? Focus on your campaign objectives & not just getting a good ad position Exclude placements that are do convert OR Filter the placements by adding keywords, interests, topics, gender or age Do you think ad in position #1 generates more conversion than ad in position #5?

32 Placements

33 Average position

34 SECONDARY DISPLAY

35 Secondary displays are typically used to house fast moving items May also be used to highlight umbrella/family brands Provides better accessibility to specific products that they are looking for

36 Ad extensions allow you to attach additional information to your Google ads Types of ad extensions: a)Location b)Call c)Sitelinks d)Product (for Google Shopping) e)Offer f)Social g)App h)Dynamic search ad

37 Example of Sitelinks ExtensionExample of Mobile App Extension

38 Ad Extension Settings

39 POINT OF SALE

40 Point of sales materials are used to communicate special messages in store. Has something “to shout about” They are designed to be conspicuous in terms of the wording, placement and colors/designs

41 Always develop more than 1 ad copy for each ad group Highlight your product’s/service’s unique selling point (USP) Test, test, test Try using POWER keywords in your ad copy Try matching your ad copy with your keywords Use to call to action How to gauge effectiveness of ad copy? a)Click through rate (CTR) b)Landing page bounce rate %

42 POWER WORDS Free Cheap Sale Special offer Limited time offer Tucks You Tips Enhance Discover Fact Learn At Last Free Shipping CALL TO ACTION Buy now Sign up today Call us Register now Donate now Get your free trial Download now Ask for quote today Find out more Learn more

43 CUSTOMIZE

44 Do you know that retailers customize offers to customers based on their purchasing behavior? Brands too, fight to get the attention of consumers by customizing their products and more recently product packaging to capture the attention & “re-connect with customers” <- Coca-Cola Australia “Share A Coke” campaign

45 Imagine if you can customize something on AdWords that will capture the attention of customers There is something called “Dynamic Keyword Insertion (DKI) The DKI feature dynamically updates your ad text to include one of your keywords that matches a customer's search terms. Your ad text becomes much more relevant to the customer

46 CASE STUDY Problem: One of our client’s Google AdWords search campaign was experiencing poor response (low traffic & conversions). We identified that one of the reasons was due to the ad copies, which we used the “CTR” metric as an indicator. Solution: We removed all of the ad text headlines & replaced it with DKI. BEFORE AFTER

47 Without DKI With DKI RESULTS Click through rate (CTR) showed improvement the moment (mid August) DKI was used in the ad texts. Also take note of the Avg CPC difference between July 2012 and Dec The overall CTR of all the ads and keywords in your account affects your Quality Score and Quality Score affects your actual CPC **(Actual CPC = (Ad Rank to beat / Your QS)

48 AVERAGE REVENUE PER USER (ARPU)

49 Average revenue per user (ARPU) is the measure of the revenue generated per user For any retailer, the higher the ARPU, the better One common tactic to increase ARPU is by introducing loss leader Another common tactic is introducing customer loyalty program

50 Remarketing allows you to retarget: a)People who have visited your website b)People who have visited your website and converted c)People who have visited a particular page of your website Differentiate your ad copy for those who have not visited your website vs. those who have

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52 IN STORE MEDIA

53 Mass merchandiser retailers generally make good use of their retail space in order to achieve their profitability goals They offer suppliers (brands) various in store mediums to reach the customers: a)In store TV b)Standee c)Checkout counter d)Shelves

54 AdWords offers similar flexibility It’s more than just text and banner ads You can run online videos as commercials on YouTube via TrueView Over 4 billion videos viewed every day You pay if they watch for at least 30 seconds or to the end of the video (CPV) You pay if they choose to watch your video

55 Video campaign dashboard

56 RETAIL IS DETAIL

57 Things that matter a lot to retailers: Sales Profit/margin Customer buying behavior Average sales per square foot Average revenue per user (ARPU) 4Ps (price, product, place & promotion) Point of sale Product schematics Store layout

58 Things that should matter a lot to you when running an AdWords campaign: Click through rate (CTR) Total conversions Average cost per conversion (CPA) Quality score Search terms (esp. converting search terms) Impression share % (budget)(both search & display network) Impression share % (rank)(both search & display network)

59 Search terms Segmenting data (by device)

60 CONCLUSION

61 “BUILD IT AND THEY WILL COME?”

62 “LITTLE THINGS DON’T MEAN A LOT, THEY MEAN EVERYTHING” - HARVEY MACKAY

63 +(60)3 – bricksandclicks.com.my facebook.com/bricksandclicksmalaysia Get in touch with us now:


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