Description

Tanya Green, a Paid Search Specialist at Apogee Search explains the ins and outs of E-commerce paid search campaigns.

Transcript

E-Commerce and Paid Search Campaigns Brittany Paxman: Hi, I’m Brittany Paxman. I’m here with Tanya Green a Paid Search Specialist here at Apogee Search. Today, she’s going to discuss E-Commerce Paid Search Campaigns. So Tanya since this is our very first paid search video can you spend a little time explaining the paid search process. Tanya Green: Yes, paid search adds appear above into the right of the natural search results in Google in Yahoo and other search engines and basically you generate along with the keywords and you bit on these keywords and then when an end user or searcher comes to Google and they search the keyword, your ad appears and if they click on the ad you pay per click but if they do not click on the ad then you don’t pay. Brittany Paxman: Okay, so now we’re going to talk a little bit about ecommerce campaigns specifically how are ecommerce paid search campaigns different than just general paid search engines? Tanya Green: Well, with ecommerce you really look at revenue and one that you look on at the return on ad spent or RLES so you can see how much money you’re getting for how much you’re spending on your paid search campaign. Brittany Paxman: So I’m assuming in the other type of campaigns you don’t look so much that revenue. Are there other things that you look at in other campaigns? Tanya; Yeah, most campaigns are the generation campaigns that we used to look at cost per lead or number of leads since there is no revenue we just locate conversions. Brittany Paxman: Interesting so what are the strategic differences for ecommerce companies specifically between a natural search campaign and a paid search campaign? Tanya Green: Well at paid search you can start getting results immediately. With natural search, it usually takes a while for your rankings just start climbing the way up and well less feeds such campaigns take about three months to be running at full efficiency and you can start getting results immediately. So with the holiday is coming, you have to invested a lot of time and effort in natural search, you can get a paid search campaign. I’ve been running fairly fast and still up with the generate sales for the holidays and more on that a lot of times it really gets to look up paper click data and determine your SCL keywords since those are more of a time investment, you can see which would give you the most return before investing the time. Brittany Paxman: So with that being said are there specific tips that ecommerce businesses can take away to improve their page search campaigns immediately? Tanya Green: Yes, for setting up the campaign it’s really good to have tightly thin to add groups and whether it be wrong to brand or a product type and this way you can really tell your ad or leading page to that theme and this also helps your qualities to score with Google whenever you have really relevant keyword. When your keywords relevant to your ad on menu page you get a higher quality score which is what is the equation or an hour over the night uses to determine how much you pay per click and what’s your position is and basically the higher the quality score the less you have to pay to be in a higher position. So you really want make sure all those are relevant and in inviting a copy, how could the actions if you have any promotions going on and I mean there are people who are really value oriented and you can also use ad, copy and take advantage of the seasonality if you offer gifts for Father’s day, promote that or if you have any freeze shipping promotion that’s a great thing to promote. In terms of the lending page that you sent your searchers too like I said before you really want make sure it’s related to your keyword sending them to the exact product page and how the project information and prices on that lending page to list the user as to click around. The higher your conversion rates will be so if you have to talk with the prices and product details there are more likely to buy that to do looking for and I want to do by you want to have to really simple check out process. People don’t like to feel out a million forms and click through six pages of the check out process so the drop off rate is really high the longer you’re check out process is. And more on that you want to have a clear privacy statement and a lot of people are still skeptical without being personal information and in credit card information online so just make it clear that your site is secure and discuss optimizing opportunities to look at your RLES so you return ask pin numbers and it just feeds accordingly if you have a keyword that’s in a performing really well up to date and get it in a higher position so you can get more click and more sales and then conversely if you have a keyword that’s performing poorly then you want to learn so it you’re paying less for this feeds and you can even out your RLI. And also our negative keywords to without any unqualified traffic and our copy should help with a lot bit descriptive because you are paying per click so you want to make sure that people are coming to your page or people are likely to buy your product. Brittany Paxman: Okay, so these are some really great tips that you can use immediately to start your own ecommerce paid search campaign and for more information on paid search and specifically ecommerce. You can visit our website at Apogee-search.com. Thanks for watching.