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7 E-commercePaid Marketing Tips That Kick Ass
Delcho Stanimirov / Hop Online, Nov 2016
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Tip #1Use Google Tag Manager
ForConversion/Event Tracking
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Define Action on
Page
Create GTM
Trigger
GTM Tag Triggered
Upon Action
Tag Sends Data to
GA/FB/Etc.
Webpage Data AnalysisGoogle Tag Manager
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Tip #2Build Audiences in Google
Analytics
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Tip #3Implement User ID
in Google Analytics forimproved audience building
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Connect multiple devices, sessions, and engagement data to the same visitors.
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Build audiences from scratch and nurture them down the funnel
* Marketing fram
ework courtesy of Avinash Kaushik
Display Marketing
Search Marketing;
Display/Search Marketing
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Tip #4Use Display Remarketing
in the Google Display Network
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Examples:
★ Re-engage visitors with abandoned shopping carts
★ Showcase different product categories
★ Up-sell or cross-sell to existing customers
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Tip #5Use Remarketing Lists
for Search AdsIn AdWords
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RLSA Examples:
★ Optimized bids for existing keywords
★ Show a different ad to non-converters
★ Bid on more expensive keywords
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Cost / Conv.
Conv. Rate
CTR
CPC
Audience Age
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Tip #6Use Dynamic search ads
in AdWords
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DSA + RLSA
Source: WordStream
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DSA + RLSA
Source: WordStream
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Tip #7Use Drafts and Experiments
in AdWords
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