Affiliate – underused, easy to set up

CSE – Comparison shopping engines.

Amazon and Ebay ads. Amazon ads doubled last year. 3rd biggest advertiser after FB and G

Feed optimizer

Change history of the google ads account – you can see how often they work on the account

TRAFFIC ACQUISITION

 

9% conversion is very good.

 

BURAK NOTE – Create videos for all of the products for SEO

 

Find out what you are competing against

 

Write content on the website on blog, use social for distributing

It is better to invest on the same website

 

Shopify SEO issue – ahref tags ? Not very good for internationalization

 

Instagram – working well for now

 

85% sales go through buy box on amazon

 

Social commerce – having a FB shop.

 

Groupon – get potantial customer data

 

INCREASE SALES

 

Search bar is very important on way to purchase

 

Mobile conversion is lower.

 

Bounce rate 20-30% for B2C, it could be 50% for B2B

 

Event tracking on google analytics

 

Majority of ecommerce will get traffic from shopping ads. 70-80% traffic come from shopping ads.

 

Increase engagement –

 

Optimize product pages – promotionals, related products. Bring some homepage elements to the product page.

 

Trust signals, newsletter rewards, alternative products, engagement can be very low,

 

You can do much about CPCs. But you can optimize your website to increase conversion.

 

Increase avg. order value – you can pay for ads if you are able to increase. ROAS – you want it to be more than 5. Branded vs non-branded. Separate campaign for brand and non-brand phrases.

 

Buy 1 get 1 free, bundling,

 

Increase frequency – email, remarketing, ASOS payday sales.

 

TRAFFIC SOURCES

 

56% of all retail sales in EU goes through amazon now

 

Search and direct.

 

SHOPPING ADS

 

20% discount CSS partners

https://comparisonshoppingpartners.withgoogle.com/

 

Text ads – Ad extensions

 

Review stars in google shopping ads

 

Local citation – yelp, local directories. Name and website needs to be matched. NAP

 

Quidco

 

SEO

 

Focus on keywords that can deliver sales –

 

Magento sites inherently have seo problems

 

WordPress is much more SEO friendly

 

Landing pages, for different topics

 

Themes and topics,

 

SEO monitor – SEM rush – visibility score. Keywords are easy or hard.

 

Content marketing – right content – cherry picking the quick wins – easiest phrases

 

Domain authority – getting links. Quality of the links, age of the domain. Mentions on social.

 

Pagespeed – prioritize first meaningful print,

 

Deep crawl, moz,

 

You need to create lots of content to get the popular one. 1 in 300 content fly.

 

PR is good to get high quality links

 

Pagination tags, cannonical tags, ahref tags,

 

Rich snippets

 

You can put programmatic video ads on Sky at 3000 GBP. You still need to produce a video at anyway. Which can be expensive.

 

SOCIAL ADS

 

Target parents, segments.

 

Facebook CPC instead of CPM

 

CPA – CPC – CPM last resort

 

Conversion rate – 9% very good.

 

PAID ADS

 

Less efficient as you spend more budget

You need to big higher to get more traffic

 

Shopping ads – price very important.

 

Entrance products – lure customers in the website. They will buy something else.

 

G ads – good with number

FB ads – some level of creativity

 

Bidding on your brand – 1- Advantage of controlling the ad. 2- Getting high CTR throughout the account improves the quality score

 

For b2b – you can get rid of mobile traffic

 

Optimize what is not working.

 

Facebook and Google ads – can be helping the conversion. Do not risk testing in busy season. Test in normal season. Trust more in GA than FB.

 

G TEXT ADS

 

You can use Demographic targeting as well

 

Google shopping – VAT inclusive price. Product feed – keep feeds up to date.

 

Shopping ads – ad groups – certain products .

 

Title of the products – mainly google matches this when they are searching for this

 

Use dynamic text ads as a fishing net that catches things that have been missed

 

Bing – conversion rates are better.

 

Search partners network – AOL – virgin . Enhanced by google

 

CTR is a bit lower but converts well.

 

1 shopping with everything in it – does not recommend that.

 

Category names –

 

1 campaign – type of product and manufacturer. Can create Single product ad groups.

 

Quality score: Key phrase – ad matching – landing page matching – CTR

 

Google Shopping ads international – feed , product title and landing must be in that language

 

Feed optimize, shoptimize

 

https://anicca.co.uk/resource-library/

 

FB and G dynamic remarketing –

 

RLSA Remarketing Lists for Search Ads (RLSA)

 

FB and G is there to make FB and G money, not you. Default settings are not good.

 

Content filtering. Google display – might be waste of time.

 

FB lookalike audiences

 

Amazon ads – you can use when you have the buy box

 

CPC + amazon share. New product, new brand.

 

AFFILIATE MARKETING

 

You might not want to target first 30 days to affiliate visitors because you will be paying affiliate + CPC ad cost

 

Check if the sales is actual before paying commission

 

AWIN – expense.

 

Start with a low cost, but biggest you can afford. Preferably with less joining fee.

 

EMAILS

 

Transactional emails – opportunity for up / cross sell

When customer orders, it is a legal requirement to send a thank you, confirmation email. Lets make it interesting.

 

Be careful about abandon cart coupons – it can be abused.

 

It needs to come from a person, instead of sales.

 

Personalization. Cleaning data.

 

Mobile optimization. Can be opened more than once.

 

Email markups – auto completes.

 

Subject line + who it is coming from.

 

Split testing. Remarket to people that open emails.

 

Email popup on exit intent. Not on the start.

 

Include newsletter signup to product detail page

 

GDPR – distance selling regulations – DMA code of practice – directive on privacy and electronic communications – return politicies etc

 

TOOLS

 

Advanced ecommerce integration

 

If you have multiple payment gateways, it could be underreporting

 

Paypal, https://www.sagepay.co.uk/ , world pay.

 

Search console – link to GA

 

G Tag manager

 

PRE SALES COMMUNICATION

 

Big Tel number on the right handside – good trust signal

 

Dynamic tel numbers. So you can track them.

 

Don’t give people too much choice. They might not be able to decide.

 

Activate Search in GA

 

. REASSURANCE

 

Privacy and returns

Guarantees, tel no address, company info

 

Metapack, – logistics lin

 

CO Data link – finance link

 

Dont work with channel advisor

 

Veeqo