DIGITAL – EXCLUSIVE SERIALISATION use in your own adverts.


• Use AdWords scripting to check everything from landing pages, site links, price extensions to anomalies in the account.


• Make sure your agency reports weekly on your results, not monthly. Monthly is too late if something is wrong.


• Use a tool to take a screenshot of the first page of Google on your biggest search terms to watch how the offers change over time.


• Use a tool to take a screenshot of your competitors’ home pages so you can see when their offers go live and which offers they repeat and don’t repeat.


SOCIAL MEDIA MARKETING Again, this is a subject larger than this book but let’s talk about the bare essentials that work well for e-commerce on social media, with a focus on Facebook. • Facebook remarketing is a must-do activity but don’t just do this as a tick-in-the-box strategy. First look at how long your sales cycle is—from one day for car parts to a couple of weeks for men’s clothes. Tis sales cycle length will dictate how compressed your remarketing stack needs to be. If your sales cycle is one week then your Facebook remarketing stack could look like this:


» Day 1—remarket to people with audiences focusing on a) product viewers, b) add to baskets, and c) checkout abandoners—one day after the visit. Remarket to these audiences with a social proof


campaign. To set up a social proof campaign create a post on your Facebook page which asks recent buyers to comment on their experience on the brand. Get good comments on this thread by retargeting recent buyers. You can edit and delete any negative comments. Ten once you have a decent swarm of user-generated love for the brand in terms of comments, use this post to remarket to the a, b, and c audiences of new visitor traffic above. Tis will serve to show social proof for the brand.


» Day 2—use dynamic remarketing to show the product they looked at on the site, preferably with a favourable review of the product from a recent buyer underneath.


» Day 3—if they have not bought try a special offer here with a time pressure element.


» Day 4—use a message campaign to ask for any questions they have about buying the product they were looking for. Make it easy for them to reach out and start a conversation and buy.


• Facebook marketing to cold traffic. Upload your recent buyers to Facebook and then recreate a lookalike audience. Make sure you use the advanced setup where it splits the lookalike list into 1%, 2% and 3%–5% lists. You can set up campaigns for each % audience and test the ROI. Try catalogue ads with an offer. See which of the lookalike audiences gives you the best ROI. If you don’t have many


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sales let Facebook optimise for a custom conversion that focuses on add-to baskets.


Te main power that social media has is to add social proof to your brand. So you want to be thinking about how you can focus social proof into a certain set of posts and then how you can leverage this social proof to show new visitors that there is a buzz associated with your brand. Often we see the social proof is there but spread too thinly across all social activity and therefore quick glances from new visitors leave them unconvinced.


EMAIL A lot more traffic can be driven from automated marketing surrounding visitor behaviour on the store. Here are some of the emails we use that have driven increasing sales. • Abandoned cart emails— pretty standard these days, but the mistake people make is not split testing these emails. Also, if the customer is an existing customer tying these in with reward points can work well.


• Abandoned basket email— these are less well used as you need something to tie the session of the user to the email address as the email won’t have been typed in yet at the basket stage.


• Abandoned product emails. • Abandoned category emails. • Abandoned home page emails.


To increase the email addresses that these behavioural emails can capture you need to: • Encrypt the


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