Ecommerce Pay Per Click Strategy with Google AdWords for Online Retail Websites

Ecommerce Pay Per Click Strategy with Google AdWords for Online Retail Websites

We recently picked up a large ecommerce client who needed help with search engine optimization, pay per click management in Google AdWords, and conversion rate optimization. We have worked on other ecommerce websites in the past and have had success, but this new client is a nationally known retail company so the pressure is on us to produce results quickly. We’ve already seen some results in the little time we’ve worked on their site thus far, but we obviously want to kick ass right out of the gate.

One of their biggest challenges was running a Google AdWords Pay Per Click campaign. They previously had been running it in house and were essentially flying blind. So I went in and immediately created new AdWords campaigns specifically targeting only the keywords that are most relevant to their products.

Here are some tips for managing a large Google AdWords pay per click account for an ecommerce client:

1. Create new campaigns for each specific product category – If your website sells musical instruments, create a campaign for electric guitars and then another campaign for harmonicas. Do not just create one campaign and then create a new Ad Group for each product category. This is critical because Google AdWords allows you to add Ad Extensions at the campaign level. This means if your ad for electric guitars has the ad extensions for harmonicas, then the relevancy is completely out of whack. If you set up a new campaign for each product category, then you’re good to go.

2. Use [exact match] keywords at the beginning of a new campaign – This allows you to have complete control over the keywords your ad shows up for. If you find the search volume is not there, then you can also add “phrase match” keywords BUT YOU MUST KEEP YOUR EYE ON THE ACTUAL QUERIES and then add the irrelevant keywords as negative keywords. Never, ever use broad match unless you want to waste your money.

3. Use negative match keywords if you are using “phrase match” keywords – This is absolutely critical. If I found that a client that sells yachts was getting a ton of clicks for the phrase match keyword “50 foot yacht”, then I would I would immediately make sure to add the negative keywords such as “renting” or “leasing” since those visits are obviously not looking to buy.

4. Use Ad Extensions – I mentioned this above, but Google AdWords now allows you to add product links under your AdWords ad. These are highly effective and increase the real estate of your ad. Here’s how we would set up an ad extension for electric guitars:

“$599 White Electric Guitar” – destination URL goes specifically to that product’s landing page
“$785 Diamond Electric Guitar” – destination URL goes specifically to that product’s landing page

5. Send visitors directly to landing page that is relevant to their search – oftentimes, ecommerce websites are broken out into product category pages and individual product pages. If somebody is searching for electric guitars, make sure the destination URL is the category page for electric guitars, not just all guitars, or all musical instruments, or god forbid, the homepage!

6. Use Google Analytics and Google AdWords conversion tracking – if you are running an ecommerce website and using Google AdWords or other pay per click network, then you are probably already aware of what conversion tracking is. Google Analytics can automatically track ecommerce transactions and capture the value of each completed sale, which is extremely helpful. If you are not using any kind of analytics or conversion tracking, then you are likely missing out on tons of valuable data.

Gotta run now but I’ll add onto this list later!

Magento Google Analytics Funnel for Tracking Each Step of One Page Checkout

Magento Google Analytics – I have spent the entire afternoon working on a client’s Magento website. As an update to my previous post “Magento One Page Checkout vs. Multipage Checkout“, I needed to set up a Google Analytics funnel to accurately track each step of the One Page Checkout process. Because it obviously only uses one page and AJAX, the default Google Analytics configuration is not able to track each of the six steps of the checkout process to determine where the visitors are abandoning their transactions. Clearly, it is very valuable to have that information available. Luckily for us, we are able to do just that. Here are the steps:

1. Open up the template file /app/design/frontend/default/YOURTEMPLATENAME/template/checkout/onepage.phtml in a text editor or WYSIWYG web editor such as Dreamweaver.

2. Paste the following code to the very bottom of the onepage.phtml file (You may have to replace the quotes in plaintext for it to work, fyi):

<script type=”text/javascript”>
Checkout.prototype.gotoSection = function(section) {
try {
pageTracker._trackPageview(‘<?php echo $this->getUrl(‘checkout/onepage’) ?>’ + section + ‘/’);
} catch(err) { }

section = $(‘opc-‘+section);

3. Save and upload the template file and you are done with the hard part and you will now be able to track the views of each of the six steps!

4. Now if you want to set up the Google Analytics conversion tracking and funnel to determine where the users are dropping off, you can do so by creating a new Goal in Google Analytics and by using the following settings:

Goal Type: URL Destination
Match Type: Head Match
Goal URL: /checkout/onepage/success/

Funnel Steps:

Step 1: /checkout/onepage/
Step 2: /checkout/onepage/billing/
Step 3: /checkout/onepage/shipping/
Step 4: /checkout/onepage/shipping_method/
Step 5: /checkout/onepage/payment/
Step 6: /checkout/onepage/review/

And that’s it!