merchant sem tactics selecting tail terms ad copy inverted optimization pyramid duplicate content...
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Merchant SEM TacticsMerchant SEM Tactics
Selecting Tail Terms
Ad Copy
Inverted Optimization Pyramid
Duplicate Content Issues
Being Creative in a Dynamic Marketplace
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Tail TermsTail Terms
● “Common” phrases will have many competitors
● dewalt parts● dewalt saw parts● dewalt drill parts
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Tail TermsTail Terms● Going into the tail
allows for very specific phrases without competitors
● We don't need ads for many of them
● dewalt dw744 switch● dewalt dw744 brushes● dewalt dw744 armature
● Instead of a few terms to optimize for, we have 682,000+ very specific terms
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Ad Copy & Creative Value PropositionAd Copy & Creative Value Proposition
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What makes a value proposition?What makes a value proposition?
● “Free” stuff
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Putting the “Free” message first.Putting the “Free” message first.● First ad maintained a
decent CTR over 22,000 clicks
● Using Dynamic KeyWord Insertion in the title made no difference for CTR
● Updated ad increase CTR by 20% and maintained for well over 100,000 clicks by moving the “Free” line
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Other “Free Stuffs”Other “Free Stuffs”● Free Shipping● Free Quotes● Free Trial● Free Consultation● Free Gifts● Use your
imagination...
● Free Shipping● Free Quotes● Free Trial● Free Consultation● Free Gifts● Use your
imagination...
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What makes a value proposition?What makes a value proposition?
● “Free” stuff● Variety / selection● Ways your store is unique
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Selection & a unique solutionSelection & a unique solution● First ad focused on
variety and value● Second ad increased
selection message, but lowered response rate
● Third ad put value back in, but had a low response rate
● Fourth ad saw 10% lower CTR, but 45% higher conversion
Net result: 65% more sales
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What makes a value proposition?What makes a value proposition?
● “Free” stuff● Variety / selection● Ways your store is unique● Ways you can help them
address a need
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Addressing A Need Addressing A Need
● Under 3% CTR● Increased 12%● Increased 22%● Increased 18%● Overall, 61% CTR
increase and CPC dropped by 66% for more clicks and more sales
Customers don't want adrill, they want a hole.Address their need, not your product.
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Inverted Optimization PyramidInverted Optimization Pyramid
Working for the conversion first
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Typical Optimization PyramidTypical Optimization Pyramid
● Typical “SEO” approach is to start with the homepage
● Homepages are best suited for very general terms
● General terms don't result in sales all that often
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Inverted Optimization PyramidInverted Optimization Pyramid
● People can't buy a product if they can't find it
● By working on making the pages closer to products rank, the conversion rate goes up
● Inversed thinking can really increase revenues
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Optimize Specific to GeneralOptimize Specific to General● Specific phrases convert much better
● Easier to rank for organically
● Lower cost per click for advertising
● Creates a snowball growth opportunity
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Duplicate ContentDuplicate Content
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Duplicate ContentDuplicate Content
Obvious sources● “Copy & Paste” to add
product information● Scraper sites● “Mirror” sites● Old pages (oops)
Hidden Sources● Competitors● Splogs● Your web designer● “Under Construction”
sites● eBay
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eBay, Competitors, and Other ThieveseBay, Competitors, and Other Thieves● We have tracked as
many as 40 eBay auctions at once that have used our content and formatting.
● We have taken an active approach since eBay hasn't addressed the matter, even when we email them about specific auctions.
Hint: This is the part where you may have ideas
This isn't a totally new idea, just a newer approach to make content theft profitable instead of detrimental
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ModRewrite – More than pretty URLsModRewrite – More than pretty URLs
● By using referrer data, we can change images
● Some images were 1x1 pixels on our own site with absolute links to the same page
● Some images just get promotional text added
● We have this entirely automated via ModRewrite and a simple CGI script
● We can manually edit any text / changes on a per page (auction) level
● We've caught other interesting thieves
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Formerly 1x1 pixel, now on eBayFormerly 1x1 pixel, now on eBay
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Dynamic Text on eBayDynamic Text on eBay
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Image on Competitor's SiteImage on Competitor's Site
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Profiting from DuplicationProfiting from Duplication● If someone is using our content, they may
accidentally send some traffic to us● Many of the auctions get edited quite a bit when
the person sees what happened. We don't mind, the content isn't duplicate any more.
● We contact repeat offenders directly and ask them not to duplicate our content.*
● * Unless the conversion rate from their auctions is good for us.
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What's Number 1?What's Number 1?
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Merchant SEM Tactics SummaryMerchant SEM Tactics Summary● We've got a little tougher job as retailers since our
products have set, usually low, margins.● Our ads need to not only hit broad audiences, but
also need to convey a helpful image.● As merchants, we can have more duplicate
content issues than other types of sites.● Keep an eye on what's going on and you just may
find yourself ahead of others in your space.
● Creativity can turn into opportunity. Think outside the box.
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Thank youThank you
Brian Mark
www.ToolBarn.com
brianmark.blogspot.com
blogs.toolbarn.com/brianm/