ppc masters ppt
TRANSCRIPT
MANAGING EFFICIENCY & VOLUME
MATT UMBRO, FEBRUARY 12, 2015
INTRODUCTION
MATT UMBRO
SENIOR ACCOUNT MANAGER,
COMMUNITY @ HANAPIN MARKETING
PPCCHAT FOUNDER
@Matt_Umbro
@Matt_Umbro
INTRODUCTION
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AGENDA
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• ROI VS REVENUE GROWTH
– DEFINITIONS
– DIFFERENCES
• CASE STUDY
– DATA & GRAPHS
– CONCLUSION
• TACTICS
• TAKEAWAYS
ROI VS REVENUE GROWTH
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ROI VS REVENUE GROWTH
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IMPROVING ROI MEANS SACRIFICING VOLUME
TO ATTAIN BETTER EFFICIENCY
ROI VS REVENUE GROWTH
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IMPROVING REVENUE MEANS POTENTIALLY
SACRIFICING EFFICIENCY TO GARNER MORE
VOLUME
ROI VS REVENUE GROWTH
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BUT HOW CAN THESE 2 COEXIST?
CASE STUDY
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CASE STUDY
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• ECOMMERCE CLIENT
• ROI AND REVENUE ARE PRIMARY GOALS –
ALL OTHER METRICS ARE SECONDARY
• JULY AND AUGUST ARE SLOW WHILE
TRAFFIC PICKS UP IN SEPTEMBER
• OCTOBER IS SLOWEST MONTH OF YEAR
• TRAFFIC PICKS UP IN NOVEMBER
CASE STUDY
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$0.00
$10,000.00
$20,000.00
$30,000.00
$40,000.00
$50,000.00
$60,000.00
$70,000.00
$80,000.00
$90,000.00
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
July Aug Sept Oct Nov Dec Jan
Clicks vs. Cost by Month
Clicks
Cost
CASE STUDY
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0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
$0.00
$100,000.00
$200,000.00
$300,000.00
$400,000.00
$500,000.00
$600,000.00
July Aug Sept Oct Nov Dec Jan
Revenue vs. Transactions by Month
Revenue
Transactions
CASE STUDY
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TRAFFIC INCREASED, BUT WHAT ABOUT
EFFICIENCY?
CASE STUDY
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$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
July Aug Sept Oct Nov Dec Jan
Clicks vs. Cost per Click by Month
Clicks
Cost per Click
CASE STUDY
@Matt_Umbro
$0.00
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
$70.00
$0.00
$100,000.00
$200,000.00
$300,000.00
$400,000.00
$500,000.00
$600,000.00
July Aug Sept Oct Nov Dec Jan
Revenue vs. AOV by Month
Revenue Average Order Value
CASE STUDY
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0.00%
100.00%
200.00%
300.00%
400.00%
500.00%
600.00%
700.00%
$0.00
$100,000.00
$200,000.00
$300,000.00
$400,000.00
$500,000.00
$600,000.00
July Aug Sept Oct Nov Dec Jan
Revenue vs. ROI by Month
Revenue
ROI
CASE STUDY
@Matt_Umbro
$0.00
$5.00
$10.00
$15.00
$20.00
$25.00
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
July Aug Sept Oct Nov Dec Jan
Transactions vs. Cost per Transaction by Month
Transactions Cost per Transation
CASE STUDY
@Matt_Umbro
• AS WE ACCRUED MORE TRAFFIC AND WENT
FOR A GREATER SHARE OF THE
MARKETPLACE, COST PER CLICK
INCREASED
• TRANSACTIONS AND REVENUE FOLLOWED
SEASONAL TRENDS
CASE STUDY
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• CONVERSION RATE STEADILY INCREASED
FROM JULY TO JANUARY
• AOV INCREASED MONTH OVER MONTH,
ALLOWING ROI TO REMAIN CONSISTENT
• COST PER TRANSACTION STEADILY
INCREASED MONTH OVER MONTH DUE TO
GREATER VOLUME OF CLICKS AND HIGHER
AVERAGE COST PER CLICKS
TACTICS
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TACTICS
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SHOPPING CAMPAIGNS
• SEGMENT BY AD GROUP
• SUBDIVIDE TOP PERFORMERS
• LIBERALLY EXCLUDE KEYWORDS AND
PRODUCTS
• UPDATE THE FEED!
PRODUCT RATINGS
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PRODUCT RATINGS
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• BAZAARVOICE
• EKOMI
• FEEFO
• POWERREVIEWS
• REEVOO
• RESELLERRATINGS
• SHOPPERAPPROVED
• TURNTO
• VIEWPOINTS
• YOTPO
PROMOTIONS
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PROMOTIONS
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GOOGLE TRUSTED STORES
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DYNAMIC REMARKETING
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DYNAMIC REMARKETING
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DYNAMIC REMARKETING
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• ALWAYS TEST AT LEAST 2 – 3 SETS OF ADS
• USE A TRANSPARENT LOGO
• TEST USING SAME BUTTON COLOR IN YOUR
ADS AS ON SITE
• EXCLUDE POORLY CONVERTING
PLACEMENTS
RLSA
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CTR
CONVERSION RATE
ROI
COST PER CONVERSION
COST PER CLICK
RDSA
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RDSA COMPARED TO RLSA
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REVENUE
CTR
CLICKS
COST PER CONVERSION
COST PER CLICK
ROI
CONVERSION RATE
REMARKETING BETAS
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• REMARKETING LISTS
FOR PLAS
• RLSA USING GOOGLE
ANALYTICS
DSA
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DSA
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DSA
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TOP OF FUNNEL
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TOP OF FUNNEL
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TOP OF FUNNEL
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TAKEAWAYS
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TAKEAWAYS
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• RAPID REVENUE GROWTH IS POSSIBLE BUT
AT LEAST ONE EFFICIENCY METRIC WILL BE
IMPACTED
• WHEN PUSHING VOLUME, BUILD AND
ITERATE
• TOP OF FUNNEL CAMPAIGNS ARE
NECESSARY WHEN PUSHING VOLUME
TAKEAWAYS
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• EVEN THOUGH LAST CLICK METRICS WON’T
BE GREAT, TOF CAMPAIGNS HELP IN OTHER
AREAS
• HIGHER BIDS DON’T ALWAYS EQUAL
PROPORTIONAL REVENUE GROWTH
• AS ALWAYS, ENSURE A SOLID ACCOUNT
FOUNDATION
