Navah's 5 Golden Rules Of Shopping
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My PubCon 2015 presentation on how to dominate the competition with 5 simple strategies. I specifically cover image quality, the path to conversion, the difference and values between search vs. shopping campaigns, and how to keep ahead of the evolving SERPs.
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Navah's 5 Golden Rules Of Shopping
- 1. #pubcon The 5 Golden Rules of Shopping Presented by: Navah Hopkins How to Own the Competition and Make Tidy Profits @navahf nhopkins@Wordstream.com
- 2. #pubcon@navahf nhopkins@Wordstream.com A Little About Me Seven years working in online publishing, SEO, SEM, and International Commerce. @navahf nhopkins@Wordstream.com I’m married to a real life Iron Man and when I’m not working on PPC I’m playing with VR and gaming toys! (That’s us at our Steam Punk Wedding) I mentor entrepreneurs and SMBs in digital marketing and have influenced the success of over 500 accounts.
- 3. #pubcon@navahf nhopkins@Wordstream.com Easter Egg Hunt! Somewhere in this deck is an Easter Egg. First 5 to find it and tweet me the answer @navahf #pubcon get a free 20 minute PPC consultation! @navahf nhopkins@Wordstream.com
- 4. #pubcon@navahf nhopkins@Wordstream.com Shopping Campaigns Are Not Search Campaigns…Stop Treating Them The Same! Source: WordStream data
- 5. #pubcon@navahf nhopkins@Wordstream.com My Client Learned This The Hard Way Source: WordStream data
- 6. #pubcon@navahf nhopkins@Wordstream.com Who Wants To Manage This Many Campaigns? Source: WordStream data P.S. Shopping saved the day on this account!
- 7. #pubcon@navahf nhopkins@Wordstream.com 56% of Conversions Came From Shopping Source: WordStream data P.P.S. Shopping lowered CPA by almost 30%
- 8. #pubcon@navahf nhopkins@Wordstream.com Here’s How We’re Going to Win! 1. Money talks. 2. A picture is worth 1000 words. 3. Know thy customer. 4. Don’t Make Me Think. 5. The house always wins. Ready? Let’s do this!
- 9. #pubcon 1. Golden Rule #1: Money Talks.
- 10. #pubcon@navahf nhopkins@Wordstream.com Can We All Agree Shopping Cart Abandonment Is The Worst? 67.89% shopping cart abandonment rate. Source: CPC Strategy and CrazyEgg.com 73% of companies have no idea why it happens.
- 11. #pubcon@navahf nhopkins@Wordstream.com Spoiler alert: New visitors have lower conversion rates… 46.74% vs. 36.11%
- 12. #pubcon@navahf nhopkins@Wordstream.com We’re Too Used To Low Conversion Rates Mobile Q4 2014 conversion rates for Search and Shopping: lower but on the rise (1.10%) Desktop Q4 2014 conversion rates for Search and Shopping: (3.93%) Source: SmartInsights.com, eConsultancy.com
- 13. #pubcon@navahf nhopkins@Wordstream.com Money Talks Out of 3245 campaigns: 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% Average Conversion Rate August 2015 Average Conversion Rates Shopping Campaigns Search Campaigns Source: WordStream Data
- 14. #pubcon@navahf nhopkins@Wordstream.com The Price Is Right 84% cite price as the deciding factor on purchases (cpcstrategy.com) 69% of CreditCard.com survey millennial participants were prone to impulse purchases when excited. Google Shopping improved domestic advertiser revenue by 34%.
- 15. #pubcon@navahf nhopkins@Wordstream.com Free Shipping Can Increase Transactions By Up To 50%! Source: WordStream data, Kissmetrics.com P.S. Include an order minimum.
- 16. #pubcon@navahf nhopkins@Wordstream.com Sale’s On! Chronic Sales 15% sale means you’re playing into Google’s love of user interaction. Use Dynamic Product Display Ads with a discount code. No brand or price…just underwear following me around…
- 17. #pubcon Golden Rule #2: A picture speaks 1000 words…never mind 70 characters.
- 18. #pubcon@navahf nhopkins@Wordstream.com Which Would You Choose?
- 19. #pubcon@navahf nhopkins@Wordstream.com Avoiding Pitfalls: Image Quality Across Feeds Good Image in Context Bad image (for Google)
- 20. #pubcon@navahf nhopkins@Wordstream.com Avoiding Pitfalls: Professional Quality Images
- 21. #pubcon@navahf nhopkins@Wordstream.com White Backgrounds Convert 31% Better Than “Art” Backgrounds. Source: Digital Marketer Good PLA’s are going unclicked. Only you can stop bad product positioning.
- 22. #pubcon@navahf nhopkins@Wordstream.com Avoiding Pitfalls: Descriptions
- 23. #pubcon@navahf nhopkins@Wordstream.com 1000 Characters is the Sweet Spot…Avoid this: Not this: Or this: TLDR + Not Searchable = Bad Product Description
- 24. #pubcon Golden Rule #3: Know thy customer.
- 25. #pubcon@navahf nhopkins@Wordstream.com We Ask Again, Which Would You Choose?
- 26. #pubcon@navahf nhopkins@Wordstream.com Valuing Brand Loyalty Vs. Volume Avg. Conversion Rate: Repeat Conversions: 1.84% (May 2015) 60-70% more likely to buy from you directly next time. Avg. Conversion Rate: Butterfly Customers: 15.87% (May 2015) Odds of repeated business are low since users are more impulsive. Source: CrazyEgg.com and Marketing Charts Search Shopping
- 27. #pubcon@navahf nhopkins@Wordstream.com Average Shopping CPC is 25% of Search Out of 3245 campaigns: $0.00 $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 $3.50 $4.00 Average CPC August 2015 Average CPC Shopping Campaigns Search Campaigns Source: WordStream Data $0.91
- 28. #pubcon@navahf nhopkins@Wordstream.com Shopping Increased CTR By 5% Out of 3245 campaigns: 3.90% 3.95% 4.00% 4.05% 4.10% 4.15% 4.20% 4.25% 4.30% Average CTR August 2015 Average CTR Shopping Campaigns Searh Campaigns Source: WordStream Data
- 29. #pubcon 1. Golden Rule #4: Don’t Make Me Think.
- 30. #pubcon@navahf nhopkins@Wordstream.com Let’s Go Shopping!
- 32. #pubcon@navahf nhopkins@Wordstream.com Search Ad Click One
- 33. #pubcon@navahf nhopkins@Wordstream.com Search Ad Click Two
- 34. #pubcon@navahf nhopkins@Wordstream.com Search Ad Click Three
- 35. #pubcon@navahf nhopkins@Wordstream.com Search Ad Click Four
- 36. #pubcon@navahf nhopkins@Wordstream.com By The Power Of Shopping!
- 37. #pubcon@navahf nhopkins@Wordstream.com Shopping Ad Click One
- 38. #pubcon@navahf nhopkins@Wordstream.com Shopping Ad Click Two
- 39. #pubcon@navahf nhopkins@Wordstream.com Shopping Ad Click Three
- 40. #pubcon@navahf nhopkins@Wordstream.com Just In Case I Didn’t Convert
- 41. #pubcon Golden Rule #5: The House always wins, but you can benefit too.
- 42. #pubcon@navahf nhopkins@Wordstream.com The House = Google
- 44. #pubcon@navahf nhopkins@Wordstream.com iOS SERP Source: Ad Preview and Diagnosis
- 45. #pubcon@navahf nhopkins@Wordstream.com Android SERP Source: Ad Preview and Diagnosis
- 46. #pubcon@navahf nhopkins@Wordstream.com The SERP Evolves Across Users & Devices For User Experience & Google Profit. Source: WordStream data
- 47. #pubcon@navahf nhopkins@Wordstream.com Get Certified Get Certified
- 48. #pubcon@navahf nhopkins@Wordstream.com Duh…But Enough People Didn’t Get Certified, So Google Removed Them.
- 49. #pubcon@navahf nhopkins@Wordstream.com Why Shopping Campaigns Performance: converts anywhere between 30%-50% better than Search Ads* More automatic: once set-up, requires less tweaking This is the battle Google is dedicated to winning ($500,000,000 last year and EU anti-trust this year). Source: WordStream data
- 50. #pubcon@navahf nhopkins@Wordstream.com The Golden Rules of Shopping 1. Money talks. 2. A picture is worth 1000 words. 3. Know thy customer. 4. Don’t Make Me Think 5. The house always wins.
- 51. #pubcon@navahf nhopkins@Wordstream.com Bonus Tip: Bing Has Shopping
- 52. #pubcon@navahf nhopkins@Wordstream.com Here’s the Easter Egg in case you missed it:
- 53. #pubcon@navahf nhopkins@Wordstream.com Thank You! Connect with me: Linkedin: www.linkedin.com/in/NavahHopkins Twitter: @navahf Email: nhopkins@Wordstream.com