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E-COMMERCE BASICS Web Advertising on the Cheap Brent Buford Class info and discussion at: http://bigcommerce.blogspot.com/ OVERALL GOAL To communicate the basics of web advertising and marketing and help you build your sales. brent@eblox.com
BiGAUSTIN e-commerce Monday, September 24, 2007 Monday, September 24, 2007
STEP
1: PLANNING •Identifying target audience •Determining what makes you unique •Establishing goals and budgets •Building your plan STEP
2: CREATING •Building marketing materials •Writing copy •Choosing providers •Setting up campaigns brent@eblox.com
BiGAUSTIN e-commerce Monday, September 24, 2007 Monday, September 24, 2007
STEP
3: EXECUTING •Pushing campaigns •Handling response •Monitoring activity IDENTIFYING YOUR AUDIENCE • Who’s buying now? • Demographics • Psychographics • Expanding your audience brent@eblox.com
BiGAUSTIN e-commerce Monday, September 24, 2007 Monday, September 24, 2007
EXAMPLES
GENERIC BETTER BEST Shoes Women’s Shoes Women’s Modern Leather Designer Shoes Soap Natural, Handmade Soap Natural Handmade Herbal Soaps for Sensitive Skin Clothing T-shirts and Athletic Clothing Team T-shirts and Competitive Sports Apparel
GOALS AND BUDGETS $250 per week until your redemption goals are reached Promote a grand opening of your retail location using an online coupon with limited redemption dates/quantities Fixed: $750 per month during the promotion Sales-based: 25% of projected sales Drive local users to a seasonal day spa gift certificate promotion to increase certificate sales by 15% or $3000/month EXAMPLE BUDGET EXAMPLE GOAL brent@eblox.com
BiGAUSTIN e-commerce Monday, September 24, 2007 Monday, September 24, 2007
GOALS AND BUDGETS • Be realistic and precise • Some budget is better than none at all • Be prepared to adapt • If possible, establish desired ROI BUILDING YOUR PLAN .Email blast copy/design .Online advertising copy/design .Offline advertising .Schedule .Budget brent@eblox.com
BiGAUSTIN e-commerce Monday, September 24, 2007 Monday, September 24, 2007
MARKETING: EMAIL BLASTS • Inexpensive way to reach an audience • Combines information your audience is interested in with product promotion (value!) • Lists can often be inexpensive and targeted MARKETING: CREATING EMAIL BLASTS • Provide a service to your list – Product selection advice – Tips for buying or using products effectively – News or information • Keep copy short and punchy • Use graphics • Subject lines are critical (seriously!) • Don’t have a designer? Use templates! brent@eblox.com
BiGAUSTIN e-commerce Monday, September 24, 2007 Monday, September 24, 2007
MARKETING: CHOOSING PROVIDERS • Look for good creative tools and templates • Strict control over spam and opt-in • Easy list management • Simple to add a signup to your site • Research providers that specialize in your industry or audience -they may have a list that you can rent • Recommended: Constantcontact.com MARKETING: SETTING UP CAMPAIGNS • Build your newsletter • Input or select your list • Schedule the push – Avoid weekends, Monday mornings and Fridays – After lunch is often an ideal time • Pull the trigger • Make sure you have a schedule for subsequent newsletters brent@eblox.com
BiGAUSTIN e-commerce Monday, September 24, 2007 Monday, September 24, 2007
ADVERTISING: ONLINE ADVERTISING • Can be inexpensive and very effective • Targeted to keyword searches or particular content sites • You control budget and schedule ONLINE ADVERTISING TERMS • Cost per Impression • Campaign • Ad group • Conversion • Analytics • Keyword • Pay-per-click • Cost-per-click • Impressions • Click-thru rate brent@eblox.com
BiGAUSTIN e-commerce Monday, September 24, 2007 Monday, September 24, 2007
BASICS OF PAY-PER-CLICK • Sign up for the service: google.com/adwords • Choose language • Regional targeting • Create the ad • Pick your keywords (including negative ones) • Set your budget • Let it run! CAMPAIGN BASICS • Keyword campaigns: Your ad appears in Google’s search results based on the keywords that a user enters in Google search • Site-targeted campaigns: Your ad appears on websites that focus on the type of content you have specified brent@eblox.com
BiGAUSTIN e-commerce Monday, September 24, 2007 Monday, September 24, 2007
KEYWORD ADS
CONTENT/SITE-TARGETED ADS
brent@eblox.com
BiGAUSTIN e-commerce Monday, September 24, 2007 Monday, September 24, 2007
CREATING A KEYWORD CAMPAIGN • Campaign name • Ad group name • Language • Location • Using location to target customers is a very effective way to maximize your dollars REGIONAL TARGETING • Select the cities, states or regions that you’d like to target with your ads • Google will only show your ad to users in those areas brent@eblox.com
BiGAUSTIN e-commerce Monday, September 24, 2007 Monday, September 24, 2007
CREATING YOUR AD • Short and punchy • No superlatives • Careful with brand names and trademarks • Use unique words that reflect your business • Google will check your ad for you CHOOSING KEYWORDS • Try to think of how you search online • Use common terms • Add unique terms • Use Google’s tools to help you find keywords brent@eblox.com
BiGAUSTIN e-commerce Monday, September 24, 2007 Monday, September 24, 2007
SET YOUR BUDGET • Daily budget • Maximum cost per click: The most you are willing to pay to have someone visit your site REVIEW • Review ad • Review budget • Other things you can do now: – Schedule – Keyword analysis – Negative keywords brent@eblox.com
BiGAUSTIN e-commerce Monday, September 24, 2007 Monday, September 24, 2007
YOUR CAMPAIGNS ADVERTISING: AD SCHEDULES • Control the time and day of your ads • Plan your advertising schedule based on your goals • Don’t forget to think like your audience -when will they be online? brent@eblox.com
BiGAUSTIN e-commerce Monday, September 24, 2007 Monday, September 24, 2007
ONLINE ADVERTISING TIPS • Remember your uniqueness -it’s the key – Unique keywords reduce cost and increase chance of impressions – Think like your customers will think – Consider site-targeted ads on sites that would interest your customers • Learn the basic definitions • Monitor your ROI closely • Start small and don’t be afraid -budget controls everything OFFLINE ADVERTISING • Consider driving offline advertising responses to your site • Use offer codes or coupons to track response • Getting someone to your site enables you to generate trackable customer lists brent@eblox.com
BiGAUSTIN e-commerce Monday, September 24, 2007 Monday, September 24, 2007
DOING IT RIGHT • Plan, Create, Execute, Analyze • Test the waters with modest, specific goals • Leverage your uniqueness, locale or other characteristics to help customers find you • Learn from your mistakes (you will make them) MAKING MONEY WITH CONTENT • Google Adsense is the dominant player • Sign up is simple • Google automatically inserts ads relevant to your content • If you have a content “Destination” adsense can mean big money brent@eblox.com
BiGAUSTIN e-commerce Monday, September 24, 2007 Monday, September 24, 2007
ADSENSE • Integrated directly with blogger.com (which Google happens to own) • Simple code to insert on any other site • You can choose the style and format of ads • You have no control over the ads WRAPUP • Go to the blog bigcommerce.blogspot.com • Email me • Questions? • Goals for next week brent@eblox.com
