Online Marketing Success Strategies for E-commerce

Shameek ChakravartyOhana Media

Display

• Most effective display strategy for e-commerce –

Re-Targeting

• Issues to be aware of while re-targeting:

a. Doing untargeted advertising in other channels including affiliates can dilute your retargeting cookie pools unless you do segment based retargeting.

e.g. using pop-unders to boost visitors to site can boomerang on your re-targeting capabilities

b. Be careful of over-attribution to re-targeting – big problem with CPA based campaigns on re-targeting. Recommend doing CPM buys

c. Must-have data management platform to do effective retargeting.

Re-Targeting Evolution

Display Cont….

• Informational ads with specific product information outperforms generic retargeting by ~ 30% on both audience and non-audience based buys

• Need a templatized approach to quickly create multiple display creatives in tune with supply/inventory situation

Ohana : Display Ad Support

• Self-serve retargeting platform with transparency

• Integrated across exchanges & RTB sources – RightMedia, Doubleclick AdX, Adbrite, Contextweb, Pubmatic, Admeld

• Dynamic Creatives with in-built templates & custom templates

• Granular re-targeting using data management & segmentation capabilities of OhanaQB

• Automated generation of product based ads based on catalog crawl

Create hundreds of flash ads in minutes

Ohana : Creative Support

Search - Organic

“Optimizing for the Head & Long Tail Keywords”

Optimize Websitefor Head Tail keywordsGeneric keywords that define your business

(i.e. shoes store)

Drive VisitsWith Long Tail KeywordsPhrases your visitors use

to find your products(i.e. reebok shoes in delhi)

&

Traditional SEO Nano-site approach

Why Long Tail Keywords ?

• 94% of searches are long tail keywords (Hitwise)

• Long-tail keywords offers great advantages for marketers

– Real interest in the product or service: the user has a real need– Target experienced searchers – Better conversion rates– Less competition– Easy to get better rankings

• Google Instant (Sept 2010): Results appear and change as the keyword phrase in the search box is edited. No more scrolling,

• Google Search algorithm change (May 2010) has now the ability to index longer phrases

The Nano-site Approach

• Create a unique landing page for every long tail keyword you want to target

• Example of an auto-generated landing page “buy-acne-body-wash-cheap.html”

• Create millions of these

• Use these for PPC campaigns with higher quality scores and lower CPCs if you want

Ohana: Organic Search Support

• Minimal Setup Fee – quick integration. Import existing design through layout builder

• Ohana partner can do manual tweaks to content and design if needed

• Performance Based Pricing – pay per visit on these auto generated landing pages

Search - PPC

• What works best for us – - Product Specific Ad groups - High intent keywords in each ad group - Each ad-group clicking through to a product detail page - Using product price on ad-text to dissuade customers who can’t afford it

• Benefit : - Leads to lower CPCs, higher quality scores

• Flipside: - Difficult to do manually. Prices change, availability changes. Too much bid

management overhead. Hundreds of thousands of adgroups.

Search - PPC

Ask Google to launch Product Ads in India !!

• Product Listing Ads – Google. Closed Beta with 800 advertisers since August 2009.

• Nov 2011 – all US advertisers & UK/Germany/France

• Buy on CPA or CPC

• Conversion rates 10-20% better than regular search ads which go to product detail pages

Search – PPC Cont….

• Ignore click to call on mobile search at your own peril

• Very little competition – reasonable bids

• Easy to do if you have a 24x7 call center in the backend.

• Customers buying through call center – avg ticket sizes 3-4 times more than online customers.

• Tablet traffic converting really well

Search – PPC Cont….

• OhanaQB is API integrated with major search ad programs including Adwords

• Automated Bid Management and long tail keyword discovery

• Automatically create thousands of tightly themed ad groups based on our catalog crawl

• Build granular audience segments for remarketing & personalization based on intent from search clicks

Ohana: Search PPC Support

Social – Facebook Ads

• Use Facebook to rapidly test out creatives without needing a designer. Think of FB as a marketing research tool in addition to a media vehicle.

“SPLIT - TEST – SPLIT – TEST. RINSE & REPEAT”

• Instead of one campaign targeting 22-35 year old male & female interested in Fashion – split it into thousands of campaigns

An Example : 31 years, male, mumbai, interested in #Designer Shoes, College Grad 22 years, female, delhi, interested in #Designer Bags, in College

• Measure conversions, CPA and optimize bids across each of the splits

• Rapidly change creatives –

don’t wait for it to stabilize – opposite of search strategy.

FB algorithms converge on under-performing ads far faster.

Wait for max 2 days before changing under-performing creatives

Social – Facebook Ads Cont….

• OhanaQB – FB Ads API beta participant

• Supports multi-variate testing and splitting.

• Measure CPAs on each targeting parameter without need for manual tagging

• Data collected from campaigns automatically inserted into audience data cloud

• Build micro-segments to retarget and personalize for customers acquired via Facebook

• Set automated bid management rules

Ohana: Social Media Support

Social – Earned Media

Multiple Brands & Networks

Meet Business Objectives

Execution Load Puts Strategy Behind

No Easy way to Measure ROI

Can’t Predict Impact of Actions, Content

• Too many competitors

• Information overload

• No patterns from occasional tracking

Challenges :

Need a Windshield to see Ahead Real-

Time• Audience Quality & Quantity• Impact of Social Initiatives• Content Quality• Competitor Actions & Strategies

Brand Audience Value

We use proxies from Display eCPM rates and email acquisition costs in audience value estimation

Social Analytics :

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Social Analytics Cont…

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Social – Earned MediaTOP ACTIONABLE SUGGESTIONS:

1. IDENTIFY AND REWARD YOUR BRAND ADVOCATES – TOP FANS. To build loyalty, you need to show differential rewards.

2. LOOK AT CONTENT FROM YOUR COMPETITORS THAT’S GENERATING ENGAGEMENT. Identify what’s working for them and use that to build your content strategy

3. DO NOT GET INTO THE “I have more fans than XYZ game even if you can afford to” – dilutes your audience pool to remarket to in the future.

4. REMARKET TO YOUR FB FANS and THEIR FRIENDs - build viral loops

5. Look at the profiles of your top fans – will give you insights on audience targeting strategy on your FB ads – and even in your display media plans !

• Subscription to Ohana Real Time Social Analytics tool

• Custom and plug-and-play Loyalty apps from Ohana partner

Ohana: Social Media Support

Email Marketing :

• Re-Marketing Emails:

Emails sent based on user actions show 3-4 times open rates of generic email blasts to your users

Emails sent out to visitors who abandoned shopping cart: average open rate ~ 43% ! Average CTR ~ 17% !

• Book-marking effect : make sure the remarketing emails have link back to the shopping cart ~14% abandoners end up converting on being email re-marketed

~ average ticket size on email remarketed conversions – 42% higher than site-wide average

~ avg un-subcribe rate 30% lower than opt-out rate for regular emails

• Do not offer guest checkout

• If you use emailers to rented or your own opt-in list, tag the click through URLs with their email addresses, so you can pinpoint and remarket to individual email addresses

• Be careful of email sent to non opt-in DBs. Not enough to just ensure sender domain is different. Message body URL blacklists are increasingly being used by inbox providers.

Email Marketing Cont…

• Use on-site behavior and intent data generated from campaigns to segment email lists

• Pin-point individual abandoners

• Email re-market to prospects automatically with OhanaQB API integration with email providers like Mailchimp

• Re-target email openers on display

Ohana: Email Marketing Support

Coupons & Discounts• Proliferation of coupons websites encourage

visitors to abandon shopping cart to look for coupons before converting

• You end up paying affiliates for transactions which are not necessarily generated by them

• Most merchants are not bidding on their own coupons “xyz.com discount coupon”

Start your own coupons sub-site like Macy’s did

How Ohana can help

Sorry We can’t !

Audience• You only make money from paid-for customers if they buy

repeatedly from you.

• Implication: The ONLY way to extract ROI is to mine the data to fetch them back, and personalize your interactions with them.

• Critical for e-tailers to build data assets and manage data.

• Critical to ensure you work with a trusted partner – be aware of data leakage

Ohana Support• Audience segmentation & data management

functionality.

• Plugin your CMS with our audience segmentation.

• Custom Analytics for your most difficult online marketing questions.

Mahalo!

To know more Email us :

aloha@ohana-media.com