YMARKETING THE GOOD, THE BAD & THE UGLY OF ECOMMERCE MARKETING
How Your Platform Decision
Impacts PPC, SEO, Social Media &
Mobile
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Internet Retailer Conference & Exhibition – IRCE 2011
June 15- San Diego
Presented by: Ryan Lash
http://www.ymarketing.com/IRCE2011
About Me – Ryan Lash • Online digital marketer since 1996
• Strategy & Oversight on 100s of online marketing campaigns
• Helped stores like American Apparel & Callaway Golf establish online presence
• Work with stable of apparel, sporting goods, nutrition client stores now
• Experience on variety of platforms including Yahoo! Store, Fry, Magento, Volusion, Shopify and more.
• CEO and Founder of ymarketing – Digital.Search.Social
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FUD: Fear, Uncertainty & Doubt
Why this saying exists:
“No one ever go
fired for buying
IBM.”
6/6/2011 3
Budget Reality
What this presentation will provide:
“The Top 3 eCommerce Platform Mistakes in PPC, SEO, Social Media & Mobile”
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PAID SEARCH IS A GOOD, SOLID
FUNDAMENTAL OF ONLINE STORE
MARKETING – YOU MUST WIN HERE!
PPC eCommerce Marketing
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The Good
Search Ad & Keyword
Product Page
Cart View Cart
Checkout
Mistake #1 – No Conversion Tracking!
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• Efficient Paid Search is predicated on successful
optimization of keywords
• If you can’t track through PPC Keyword to
Product Page to Cart View to Cart Checkout you
can NOT effectively optimize PPC
Conversion Tracking Code Should Carry Throughout Process
Mistake #1 – Tools & Platforms
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• Third Party PPC Bid Tools
that do this well:
– Click Equations
• eCommerce Platforms
that struggle to do this
well:
– Any store that completes
cart checkout on their URL
are probable concern
– Shopify is example…
Mistake #1 – Example of Issue
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Add to Cart
Mistake #1 – Example of Issue
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Proceed to Checkout
Mistake #1 – Example of Issue
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Checkout changes URL; makes true conversion tracking on most systems impossible. If you don’t see the keyword that converted you can’t optimize easily.
IF YOU’RE BAD AT NATURAL SEARCH IT
MIGHT BE YOUR STORE PLATFORM’S
LACK OF SEO ARCHITECTURE
SEO eCommerce Marketing
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The Bad
Mistake #2 – Poor SEO Architecture!
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• High Natural Search Rankings are predicated on successful optimization of keywords; which starts with a solid site architecture
• If you can’t UNIQUELY change vital SEO factors like URL, Page Title, H1, and Image Alt you can NOT effectively optimize for on-page SEO
Aligning key on-page elements can lead to SEO Jackpot!
Mistake #2 – Tools & Platforms
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• eCommerce Platforms that
struggle to do this well:
– Any store that can’t demo
unique editing for all of
these on-page elements is a
concern:
• URL, Page Title, H1, Image Alt
• Search Engines also like
breadcrumb nav links that
continue down to product itself
(don’t stop at category level)
– Amazon Webstore is
example…
Mistake #2 – Example of Issue
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Yes, you can edit Unique Page Title but…
NO, You cannot totally edit Unique URL. Even Proxy Mgt, which is nice, has SEO limits and possible duplicate content negatives.
WITHOUT SOCIAL MEDIA & MOBILE
FEATURES, THE UGLY TRUTH IS YOUR
PLATFORM IS ALREADY YEARS BEHIND
Social Media & Mobile eCommerce Marketing
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The Ugly
Mistake #3 – No Social or Mobile!
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• Social Media and Mobile store features are critical to your online marketing success today, but even more so in the future
• If you can’t integrate Social Media features you can NOT effectively market in social media
• If your store is not fully operable on a mobile devise you are losing out on a major opportunity in both PPC and SEO traffic
Mobile search has low CPCs, can your store convert that valuable traffic?
Mistake #3 – Tools & Platforms
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• eCommerce Platforms that
struggle to do this well:
– Any store that doesn’t allow
custom integration of on-
page/on-domain elements
like those listed below is a
concern:
• A domain-integrated blog,
Facebook Connect (likes),
Twitter Feed and other social
“sharing” buttons
– XX & XX are examples…
TK - FPO
Mistake #3 – Example of Issue
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Example
Example TK - FPO
THANK YOU Ryan Lash | Founder
@ryanlash
ymarketing, LLC
ymarketing.com/blog
facebook.com/ymarketing
To Download today’s Presentation & Templates:
http://www.ymarketing.com/IRCE2011
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03.04.2010
