The Building Blocks of Ecommerce Paid Search Success – Webinar Q&A

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Thank you to everyone for listening into our free ecommerce PPC webinar “The Building Blocks Of Paid Search Success.” We hope you were able to take away some nuggets of useful information you can begin applying to help you succeed in paid advertising campaigns across the web. We received a lot of great feedback and even better questions. While we were able to get to a lot of those questions, we didn’t get time to answer every question. We will be going through and answering those questions now.

 

Q: One of my clients makes chainmaille, which is often spelled as chain mail, chain mail, or chainmail. Should I use all four of these when setting keywords such as “chainmaille necklace”

For this instance, you may consider targeting each keyword separately with a match selection of phrase or exact this will allow your ads to trigger for chain maille necklace or chaimaille necklace. Additionally, you will have more control over bid options for the two sets of keywords.

 

Q: Is it a bad idea to have a call extension and call-only campaign for the same keyword?

This does make sense if you have a call-only campaign that targets mobile devices. However, keep in mind that if you are targeting the same keyword in your other campaign with the call extension you will need to bid down on mobile devices. Showing call extension on a campaign that is not opted into mobile devices is actually a good strategy as Google looks favorably on ads that use more ad extensions.

 

Q: I would appreciate knowing what the average conversion rate is. How many clicks before the conversion rate applies? Daily vs cumulative? For example if the sample size is small lets say 10 clicks per day an average conversion of 3% would be only 3/10 of one click. Thank you!

As soon as you start getting clicks and have your conversion tracking set up, those conversions will start to count in AdWords and Analytics. So let’s say after the first week of running your campaign you get 100 clicks and 1 conversion. This would be a 1.00% conversion rate. After running your campaign for a while you may want to look at conversion rates for different periods. You can see these by adjusting the time period in Google AdWords. For instance, you may want to look at the conversion rate of a certain week where you ran a promotion.

In terms of the average conversion rate this is going to have huge variance depending on what you sell. What we generally look for is a conversion rate of around 1%. This can also be lower or much higher depending on the products that you sell.

 

Q: Why does it show nike Running Shoes in brackets [nike running shoes] and in quotes “nike running shoes.”

The notations around the keywords are different match settings within Google AdWords. The brackets indicate exact match and mean that Google can only show the ads when that exact keyword is triggered or a slight variant of it. The parentheses indicate the ads can trigger when a modifier is included before or after the keyword. So a phrase such as cheap nike running shoes may end up triggering the ad with the phrase match setting. The reason you may want to include both is that it gives you the ability to bid differently on both keywords. You may find your exact match converts more so you bid higher on this keyword while bidding slightly lower on the phrase match keyword.

 

Q: Grow your audience? How many followers before starting Facebook ads do you recommend ?

Their is no minimum threshold you need to have before starting Facebook ads. Because Facebook is making it harder and harder to reach people organically, Facebook advertising is growing in importance. With that being said, when you set up your Facebook page to your store a good strategy is to invite all of your friends to like it and start posting regularly. You should begin advertising as soon as your page has some different types of posts and pictures so when people do like your page from an ad they have more content they can engage in.

 

Q: Do you offer hourly consulting to help refine our company’s individual focus?

While we always recommend hiring a specialist who can put the time in and attention into building and managing your account, we do offer a variety of services to help you accomplish your goals. Our Audit service identifies areas of wasteful spending in your account, makes sure everything is set up correctly to best meet your goals, identify areas to meet adwords best practices.

You can read more about this service and the other PPC services we offer here.

 

Q: Regarding Google AdWords – as a small business how do I compete with a large company (Amazon, etc) that does Google ads for the same products/keywords? i.e. is it even worth it to do David vs Goliath…

This is a great question! Google AdWords is one of the best opportunities you have to compete with the large companies. By having very targeted keywords and creative ads that are directed to a very specific area of your site, you can easily compete with larger companies. You may not be able to compete with larger companies in terms of budget and visibility, but by being very methodical in the keywords you choose to target and ads you run, you can have success in AdWords.

 

Q: I was told by the Google AdWords Reps that my Feed has the keyword, I do not enter them.

This is somewhat correct. When running a Google Shopping campaign the keyword will be triggered by the product titles and product descriptions. You will not manually enter any keywords to target.

 

Q: What tools work best to determine why the bounce rate is high on a site or see where potential customers are dropping off?

If you have a high bounce rate make sure to first ask yourself the following questions: Is this page a high quality page that will entice customers visiting my site to buy from me? Are these keywords the right page to drop my customers on?

Even small changes to a landing page such as a call to action or new graphics may help lower bounce rate. Google does have a tool called in-page analytics which allows you to see metrics where people click most on your page. Also the behavior flow tool will allow you to see where users eventually bounced from your site.

 

Q: Can I set up a campaign that displays ads on just weekdays if we are a B2B site?

Yes. Using the dayparting feature available at the campaign level, you can schedule campaigns to only show during certain days of the week or certain hours of the day.

 

Q: I sell used items, each unique.  Is there a way to tailor ads that get traffic but are not specific to an item (i.e. used bike parts)?

Yes, you can target more all encompassing used terms such as: “used bike parts”, “used car parts”, “used sports equipment”, “used furniture”, “used gardening tools” and so on and so forth. But it is important to remember that going after these more broad terms might not bring you the most qualified customer. For example If you target your specific item terms such as “used shovels” or “used rakes” these customers know exactly what they want and might be more likely to buy compared to the “used gardening tools” customers.

 

Q: Does the remarketing tag work for customers what have not registered with the site?

Yes, the remarketing cookie will be placed on a customer’s browser immediately when they arrive to the site. Or if you’ve created specific lists, the cookie will be placed when the customer fulfills the criteria on the list. No sign up or registration is needed.

 

Q: Can you explain the dynamic ads?

With dynamic search ads, Google will dynamically generate the headline and destination url based on the content on your site and the user’s searches. You won’t be targeting specific keywords with these ads but instead Google will show them when customer’s searches match the content on your webpages.

 

Q: Do you have to pay more for ad extensions?

No, these are free and make your ad look much nicer!

 

Q: Do we need separate ads for remarketing or can we use our current display ads for this purpose too?

Yes, you can use your display ads for remarketing as well. Remarketing image ads run on the display network so you’ll be ok as long as your ads don’t fall into certain categories that Google won’t allow for remarketing.

 

Q: Does a competitor have the right to list my company name and then link to their own site?

A competitor can bid on your company name and show ads for their business when someone searches for your company. And if your business name isn’t trademarked, they could also use it in their ad. For example, their ad could read: “Considering going with”X”?  Look at what we have to offer.”

 

Q: I don’t have the broad match modified option. I only see phrase, exact and broad. How do I set broad match modified?

The broad match modified match type won’t appear in AdWords Editor so you’ll have to manually ad a + sign in front of the keywords you want to be broad match modified. For example: +sectional +leather +couch is a broad modified term.

 

Q: Does Volusion offer a “set up” to get customers up and running or a paid maintenance program while your customers learn how to manage AdWords?

Yes, we have various plans available each with set up fees and monthly management fees.  We can setup your account, optimize it, have monthly calls to go over the reports and the campaigns, and then when you feel comfortable, you can take over your account!

 

Q: How do you measure a conversion in AdWords?

To do this you will need to install the AdWords conversion tracking code on your site’s order finished page.  The code will run when someone completes a purchase and if that person came from an ad, the conversion will show up in the AdWords conversion column.

 

Thanks again for joining us with this ecommerce paid search success webinar!

 

-Ryan Noonan and Jacob Ehrnstein, Search Marketing Specialists

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2 Responses to “The Building Blocks of Ecommerce Paid Search Success – Webinar Q&A”

  1. John Milburn

    with 15 orders in two years on a volusion platform I can understantd the need to advertise. I cannot afford your $495 per month to start an adwords campain. I need help but your costs a weigh too high for me. Is there no low cost help for your customers who have stuck with you. My store continues to cost me money with no return to enable me to buy new products.

    Reply
    • Nathan Joynt

      Hi John, right now our services do start at $495 for the starter package. If you have not done so already, try running an AdWords campaign by yourself. Both the Volusion blog as well as the AdWords fundamental guide are great resources on how to set up an AdWords campaign. For your first campaign try to focus on very specific products so you have a tight group of keywords and very specific ad-text. One strategy for choosing these products would start by focusing on products with the best margins to start generating revenue. As you start bringing conversions to your store you can expand your product focus.

      Reply

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