IRCE Workshop: Growing a Paid Search Program Year after Year

This IRCE workshop is Growing a Paid Search Program Year after Year, presented by Jim O'Brien, Chief Marketing Officer, ThinkGeek and George Michie, Co-Founder & Chief Marketing Scientist - RKG. A personal aside - I'm a huge Thinkgeek fan, and even have a sticker of their mascot, Timmy the monkey, on my laptop, so I'm excited for this session.

Thinkgeek wants to capture demand from everyone who's searching for a geek interest - search is about connecting to people who are already searching for topics related to their products.

Thinkgeek search objectives:

  • Capture demand for anyone searching to related items - they may not even know about Thinkgeek or be looking for a product yet
  • Manage product feed and related campaigns effectively
  • Drive new customer growth via non-brand
  • Bid to set efficiency target and minimize budget caps
  • Continually optimize search tactics in changing landscape

Growing paid search is all about the fundamentals:

  • Optimize ad creatives for CTR and conversion rate
  • Use seller ratings - make sure your Google seller ratings appear on your Google ads
  • Ad text: feature promo, first line punctuation, unique selling proposition. First line punctuation allows them to move part of your first line into the headline when there's room.
  • Grow Google+ Followers and make sure it appears on your Google ads, as it adds legitimacy.

Paid search campaigns should be developing new keywords all the time.

Use your internal product data, such as internal categorization, to set your bids and manage your AdWords campaigns.

Plan your holiday or other peak season pay per click advertising strategy well in advance. Budget by day for peak times.

Plan your holiday/peak season PPC budget and strategy out on a per-day level in advance, then review daily during the season.

Thinkgeek takes an Agile-like approach to PPC during peak times, including daily standups and frequent adjustments.

Don't look at just calendar dates when planning holiday season PPC campaigns - base it on when Black Friday and Cyber Monday falls.

Google Product Listing Ads make up 50%+ of non-brand budget for pay-per-click.

Submit high quality product feeds , including the most relevant attributes such as size, material, intended age range, special features and other specifications. Include details about the item's most visual attributes such as shape, color, etc.

Set rules that tag products with dynamic Adwords labels, and then use labels such as price range, if it's on sale or not, if it has free shipping or not, in your bid strategies.

Use RLSA's to customize your search ads via retargeting.

Geotarget your bids to specific regions - for example, segment on rural vs urban, high income areas, etc.



IRCE Session: Neuromarketing: Where Science Meets the Visuals of Web Design

This IRCE session is Neuromarketing: Where Science Meets the Visuals of Web Design, presented by Kurtis Morrison, Vice President, Client Services - EyeQuant and Jered Goodyear, Manager, E-Commerce & Digital Marketing - Epson. You have more that one brain - sort of. Many things become effortless and automatic - system 1 processing or 'the fast brain'. Thoughts at the conscious level, system 2 processing, require effort and involve logic and reason. Most of the time we're using both systems, and both are involved in decision making. System 1 is faster, so by it's nature, when we communicate as marketers, we're speaking to the system 1 brain first.

Your system 2 brain can override your system 1 brain, however it's rare - generally your system 1 brain makes a decision and your system 2 brain rationalizing what your system 1 has already done.

The language of the fast brain - very self-centered; very visual. The fast brain is a black and white thinker - it uses contrast to make decisions. The fast brain is very emotional and likes very simple things. The fast brain wants clear, concrete, tangible things.

Applying this to web design:

  • Capture attention early
  • Validate the user is where they should be
  • Create clear, compelling and appropriate value propositions
  • Use appropriate imagery
  • Stimulate emotion
  • Ensure attention is in the right place

One common lesson - make sure your site-wide promo banners don't drag attention away from your product benefits and call to action - this happens more often that you realize.




IRCE Session: Building on Strengths: Why Data Should Change Your Marketing Plan Every Quarter

This IRCE session is Building on Strengths: Why Data Should Change Your Marketing Plan Every Quarter, presented by Ryan Bonifacino, Vice President, Digital Strategy - Alex and Ani.  Foundation for success - centralize digital under one department. eCommerce + Analytics tie into digital marketing and social media, and all three should be generating usable analytics and data, sharing that data and making decisions based on that data.

Get your relationships working in a healthy way - you don't want CMO and CIO fighting each other for budget. They should be working together.

Research heavily and define rules and roles - CIO, CTO and CMO should all work together.

Build a knowledge base of potential partners and vendors.

Brands should bring in the best agencies that can provide expertise in each specific niche/need of digital.

Each digital team member at Alex & Ani tracks one other eCommerce retailer and tracks what technologies they use, what they're doing.

Bring in really smart, innovative people to your company to speak with your team to keep them informed on what's going on.