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Small and medium businesses have a size advantage. Discover new ways to be nimble and leverage your size and speed for a better Return On Ad Spend.
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Faster, Lighter, Cheaper: Increasing ROAS for SMB
Ecommerce
Lisa Raehsler April 8, 2013
• New ecommerce • Considers new consumer shopping behavior • Understanding = increase ROI
@LisaRocksSEM
MOBILE IS OUR CONSTANT COMPANION
WHY CARE ABOUT MOBILE?
• Searching + conver=ng from all devices • Cross devices + pla@orms • No longer seeing linear purchase path with ecommerce
purchase on same device
Example
• Objec=ve: Company wants to capture customers by loca=on, on mobile. • Approach
1. Adjust bid by device 2. Geo-‐targe=ng, storefront 3. Schedule by =me of day 4. Call extensions-‐ Upgraded 5. Device ad preference+ messaging
@LisaRocksSEM
MOBILE LOCAL CAMPAIGN WITH ENHANCED FEATURES
BIDS BY DEVICE
• Enhanced campaigns combines all devices
• Increase mobile exposure with new bidding op=ons
• Up to +300% increased bid over desktop gives mobile searches preference
@LisaRocksSEM
• Target ads to people searching/ located around business loca=on.
• Set different bids for this group by loca=on, radius, city, state.
• Use bid adjustments to increase é your bids whenever someone located near your business searches for one of your keywords.
• Example by state, leads from states on east coast are more valuable than west coast.
@LisaRocksSEM
GEO-TARGETING LOCATION BIDS
• Increase é bids on Thursday + Friday aXernoons to capture more sales when the CPA is lowest, for example.
@LisaRocksSEM
SCHEDULE BY TIME OF DAY
• Make it easy for them to order
• Campaign or Adgroup level allows even more granularity.
• Google forwarding number enables call repor=ng.
• Using the phone number only enables click to call bu[on, but not link to website.
• Schedule a =me to show phone numbers during business hours or when call will be answered
@LisaRocksSEM
UPGRADED CALL EXTENSIONS
DEVICE PREFERENCE & AD MESSAGING
• Check mobile box to specify that this ad is catered to mobile.
• Create ad copy knowing the user is on mobile.
• Consider mobile-‐specific specials or discounts. Use a mobile-‐op=mized display URL.
• For our pizza, “Buy online and pick-‐up only $9.99”
@LisaRocksSEM
• Ad promotes downloadable app
• Upgraded app extensions with enhanced campaigns
• New ‘app promo=on ads’ to replace ‘click-‐to-‐download’ ads
• Easier to manage with more detailed repor=ng
• Click ad headline to visit website
• Click to download it
@LisaRocksSEM
APP EXTENSIONS
@LisaRocksSEM
APP EXTENSIONS
MOBILE LANDING PAGES
• Now you need mobile friendly landing pages
• Easy to view + navigate for users on mobile devices
• Easy for mobile users to sign up, purchase, or convert
• Design for visibility + usability
Grrrr, I can’t see their site!
MOBILE LANDING PAGES
• On-‐the-‐go = immediate info!
• Design: fast loading images, large bu[ons, bulleted copy, short forms
• Local: drive conversions in-‐store by proving store locator, maps direc=ons, stock checker
MOBILE LANDING PAGES: CONVERSION TIPS
• Make it easy to buy something or contact • Focus on informa=on that will aid
conversion (i.e., product details). • Reduce number of steps needed to
complete a transac=on • Keep forms short with the fewest number
of fields • Use check boxes, lists and scroll menus to
make data entry easier • Click-‐To-‐Call func=onality for all phone
numbers
FINAL THOUGHTS
• To increase ROAS, consider all devices
• Target audience where they live + by their consumer behavior
• Test a combina=on of tac=cs for best results
• Mobile-‐fy your ad copy • Don’t forget where they land
THANK YOU
Lisa Raehsler Founder, SEM Strategy Consultant Big Click Co.
(612) 424-1SEM @LisaRocksSEM
www.linkedin.com/in/lisarockssem
Connect with me at bigclickco.com