Years of deep experience in ecommerce (almost a decade now) have taught us that it is important for us to help our clients understand online marketing and specifically to teach the need for, and the difference between:
- Optimizing storefront pages for free traffic (with a lesser degree of retail intent)
- Optimizing products (feeds) for paid traffic (with a very high degree of retail intent)
On the whole, the longer a store is successful at the latter, the greater the opportunity to move to the former, but early days success is significantly boosted by investment in ‘pay per click’ advertising. We consider it to be very much a part of our job to provide a healthy ROAS (Return on Advertising Spend) so that when investment is quite high, there are fiscal returns to show for it.
Traditionally, it often took months to create a successful flow of targeted traffic to an online store. Thanks to the advent of ‘shopping engines’ since 2012, a store can begin to grow business in as little as two weeks.
When we are invited to help our clients, we begin with a one month contractual engagement, beyond which we can almost always reduce the cost to a lower level ‘maintenance program’. Both the first month, and any ongoing program will be hand-crafted to suit the needs of our individual client, but the premise is similar and this page lays out the work that we offer and the price that we charge for it:
We offer three different plans:
|
Plan A
|
Plan B
|
Plan C
|
| Keyword Research |
5 hours |
10 hours |
20 hours |
| Google and Keywords |
2 hours |
5 hours |
10 hours |
| On-page implementation of keywords |
5 pages |
10 pages |
40 pages |
| Setting up optimized product feeds for Google, Bing, Amazon |
5 hours |
10 hours |
30 hours |
| Setting up segmented Shopping Campaigns |
5 campaigns |
10 campaigns |
30 campaigns |
| Email Campaigns |
1 blast |
2 blasts |
5 blasts |
| Sitemaps submitted |
1 hour |
2 hours |
4 hours |
| Social Connections – work on Facebook and LinkedIn, primarily |
2 hours |
5 hours |
10 hours |
| Inbound links (creating valuable articles, networking, building trust) |
5 hours |
10 hours |
15 hours |
This is the work of finding key phrases that are highly relevant, have moderate-to-strong search volumes and little competition. Once these keywords are chosen and implemented, it is an on-going job to maintain their effectiveness
Learning from Google Adwords about the relative impressions and click through rates, and marking ‘negative keywords’ for low performing terms
Each blast will have a fiscal sales goal, creative material, and targeting.
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