This Marketing 360® eCommerce client has search marketing clicking – and converting – on every channel.

Online search marketing has four primary channels that work together under a broad strategy:

• Organic Search (SEO)
• Paid per click advertising (PPC)
• Remarketing
• Brand Search

It’s ideal – but not always easy – to get all of these working together to maximize a search marketing strategy.

Here’s an example of how Marketing 360® did this for a client selling glass bottles wholesale.  The result has been an increase of 70k a month in sales.

 

Top Placement Ads®

This is our paid search advertising platform that focuses mainly on text and shopping ads using Google Adwords and Bing advertising.

The key to the ads for a site like this bottle wholesaler is hyper-targeting, both for search and shopping.

For example, we use broad match modified on keywords like +4oz + glass + bottles.  We know from experience that people doing this type of search have a specific shopping intent, which is to buy glass bottles wholesale.

The campaigns are broken up in these specifics, including shopping campaigns which are triggered by title, description, and product attributes.

Paid search is a powerful tactic for reaching consumers with specific shopping needs.  You can target down to detailed product attributes like colors, size, weight, fit, etc.  When shoppers find exactly what they’re searching for, they’re more likely to convert.

 

Natural Listing Ads®

This is our organic search engine optimization (SEO) program, which takes time to develop but has excellent long-term ROI.

One of the stats we like to see growth in – particularly on eCommerce sites with a lot of products – is an increase in keywords ranking on page one of search:

The more keywords ranking in positions 1-10, the higher organic traffic.

This business has a slew of important keywords ranking on page one.  Here are the top in terms of impressions and traffic:

As you can see, these are important because they draw in traffic for more general searches, including “glass bottles”.  This term is too general to spend on PPC, but it has a lot of value with organic searches, including how it benefits remarketing and branding.

 

Retargeting Ads®

This website has a total conversion rate of 12.25%, which is really excellent.  But it still means that nearly 90% of the people who visit the site don’t convert.

This is why retargeting is so important.  It creates ads that stay with shoppers as they surf the net, reminding them to finish what they started.

Retargeting conversion data can vary, but for this site, it’s holding a really strong 15.38% conversion rate.

This retargeting ad converts at 18.18%:

Overall, their retargeting ads have the highest conversions rates out of all their channels.  It’s nothing magical.  It’s just staying with shoppers as they consider their options and giving them an easy way to get back to the website to buy.

 

Brand Channels

Brand channels offer important data on the overall health of a marketing strategy.   This channel includes direct traffic (meaning the users put in the URL or bookmarked it), social and website referrals.  It is a high-level view of how well people recognize and know your brand.

All of the other search channels feed into brand awareness, including paid and organic searches on the brand name.  For this business, their brand name gets the 9th most impressions of any organic keywords search (see data above).

Over the long-haul, it’s often the brand channel that delivers the most conversions.  This is because the other channels have bolstered the traffic and because people who do direct searches have a high purchase intent.

For this business, brand channels make up almost half of their conversions:

A high-level of brand name searches and brand traffic online is a signal that all your other search and social media channels are effective at creating consumer awareness.

This eCommerce business hit this pinnacle, which means that more new and repeat customers are coming to their website.

This is how you channel profitable internet traffic to your website.  Cover every type of search, retarget previous visitors, and build brand awareness.

Four main channels; all for one, one for all.

*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.