With Internet Marketing, as with everything in life, if you fail to plan, you plan to fail!

Step 1 - Getting to Know You

Niche Market Research Internet Marketing Strategy

Understanding Your Product

as well as your website, processes, etc.

Sell us on your product or service…

  • What is your Unique Value Proposition (UVP)?
    What makes your product unique?
  • Is this product a One Time Purchase?
    Does it need to be replaced? Is it Disposable?
    Is a customer likely to upgrade or purchase more than one?
  • Who are your biggest competitors?
    Do you know their sales/revenue volumes?

Step 2 - Understanding Your Business

How much gross revenue do you expect for each dollar of advertising?

  • What is your current Return On Ad Spend (ROAS)?
    What is the “Sweet Spot” to maximize revenue and efficiency?
  • What are your Key Performance Indicators (KPI’s)?
    How do you determine success of your Internet Marketing Strategies?
  • What is your average Lifetime Customer Value (LCV)?
    Your biggest competitors factor this into their online advertising budgets.
  • What is a phone call worth? A sample request? An email signup?
    What else are you tracking?
Internet Marketing Strategy Optimization

What are your KPI’s?

Key Performance Indicators

Step 3 - Understanding the Competitive Space

Internet Marketing Keyword Research

Keyword Research

Budget Planning

Will your customers find you, will you need to find them, or both?

  • Where would your customers look for your product or service?
    Google or Bing? Desktop, Mobile or Tablet?
  • How would your customers search for your product or service?
    What keywords would they use? What popular searches are irrelevant (negative keywords)?
  • What is the average Cost Per Click for related search terms?
  • What is the competition doing differently?
    Are they on social media and/or YouTube? Are they remarketing?

Step 4 - Develop a Marketing Strategy

How much gross revenue do you expect for each dollar of advertising?

  • What is your current Return On Ad Spend (ROAS)?
    What is the “Sweet Spot” to maximize revenue and efficiency?
  • What are your Key Performance Indicators (KPI’s)?
    How do you determine success of your Internet Marketing Strategies?
  • What is your average Lifetime Customer Value (LCV)?
    Your biggest competitors factor this into their online advertising budgets.
  • What is a phone call worth? A sample request? An email signup?
    What else are you tracking?
Hit a Bull's-eye with eCommerce Targeting and Optimization

Identify your Bull’s-Eye Keywords

Target Locations & Demographics

Step 5 - Launch the First Campaigns

Search Engine Marketing eCommerce Targeting and Optimization

Let the Testing Begin

Start Collecting Data

The first 90 days are the most work…

  • What is the Conversion Rate? Bounce Rate? Average Order Value?
    Identify any poor performing keywords, products, ads and landing pages.
  • Analyze Search Term Reports and look for irrelevant impressions/clicks.
    Add Negative Keywords to Ad Groups, Campaigns and Lists as needed.
  • What keywords and/or products have the highest Return On Ad Spend?
    What keywords and/or products have the lowest ROAS?
  • What Ads are performing best? Click Through Rate? Conversion Rate?
    Can Ads be updated to discourage unwanted clicks?

Step 6 - Constant and Never-ending Improvement

If you don’t “improve”, your ROAS will erode.

  • Are there new competitors or have your existing competitors improved?
    Either way, your cost per click in auctions will increase.
  • Google is constantly changing, is your internet marketing strategy keeping up?
    Have you tested remarketing, YouTube video ads or display advertising?
  • Poor performing keywords should be re-evaluated after website improvements are made.
    Poor performing products should be re-evaluated after product page improvements are made.
  • Conversion Rate Optimization – A Small improvement goes a long way to improve ROAS
    Heatmaps and A/B Testing can expose problems and test solutions.
Pay Per Click Management Analysis and Optimization

Testing and Refining

A never ending process

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