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TFMA Presentation From Ann Stanley; Using PPC & SEO for An Integrated Approach to eCommerce Marketing

Written by Ann Stanley on 1st March 2012

Ann Stanley Presented an “integrated Approach to ecommerce marketing” at TFMA 2012 this week (Technology for Marketing and Advertising).

Below is a summary of the keypoints included:

    • The ecommerce landscape is more complex and fragmented with many channels to sell on-site and off-site
    • Panda has changed the way ecommerce sites need to be optimised – content is more important than ever!
    • Paid search continues to offer new ad formats for use with ecommerce sites, particularly by integrating with Merchant Centre

  • Use data from PPC to identify converting keyphrases and use these for SEO
  • Social is important to generate direct traffic and sales; but also indirectly due to the importance of social indicators in SEO
  • You need to understand how mobile is used by shoppers, and check whether your website is compatible for use with mobile, tablets and other devices
  • Conversion optimisation and measurement is key to maximise the ROI from different channels
  • Channel management software such as ChannelAdvisor will become more important to centrally manage inventory, pricing and the data feeds

Download the presentation here: Using PPC and SEO for integrated ecommerce marketing

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