Clickable Webcast: Holiday Survival Guide

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  • 1. Holiday 2010 eCommerce
    Advertising Survival Guide
    October 7, 2010
    1:00 PM – 2:00 PM (EDT)
  • 2. Who We Are
    Who We Are
    Clickable provides a complete, custom solution that makes online advertising across Google, Yahoo, Bing and Facebook
    Simple, Instant and Profitable™.
    Peter Chun
    Senior Director, Clickable Solutions
    Max Kalehoff
    Clickable Vice President of Marketing
    10/7/10
    2
  • 3. Thought Starters
    What do tough economic conditions mean for online marketing?
    What role should online advertising play during this uncertainholiday period?
    What are the best online advertising strategies to drive profitability in these conditions?
    What are the key watch-outs in a more competitive retail environment?
    What’s the long-term outlook for online advertising?
    10/7/10
    3
  • 4. Mixed Holiday Sentiment
    “Consumers are doing OK, they are not retrenching, but neither are they splurging. This sets us up for a better holiday-shopping season than the past few years. The recovery is on track, but remains lackluster.”
    - Sal Guatieri, senior economist at BMO Capital Markets Inc.
    10/7/10
    4
    Source: Bloomberg, October 2010
  • 5. Confidence Reflecting Reality
    10/7/10
    5
    Source: Conference Board via CNN Money (2010)
  • 6. Recession Hits Retail Sales
    10/7/10
    6
    Source: U.S. Commerce Department via TheAtlantic (2010)
  • 7. Online Retail Trend
    10/7/10
    7
    Source: comScore (2010)
  • 8. Online Retail Forecast
    10/7/10
    8
    Source: Forrester Research via TechCrunch, March 2010
  • 9. Online Influences Everything
    10/7/10
    9
    Source: Forrester Research via TechCrunch, March 2010
  • 10. 2010 Holiday Retail Forecast
    $852 Billion (+2%)
    “Consumers' discretionary funds have dwindled as households remain focused on reducing debt and increasing their savings, while banks continue to limit access to credit and stimulus checks have run out.”
    - Deloitte Chief Economist Carl Steidtmann
    10/7/10
    10
    Source: Deloitte, September 2010
  • 11. Role Of Search In Shopping
    10/7/10
    11
    Source: PowerReviews 2010 Social Shopping Trends
  • 12. Thrift Looms
    10/7/10
    12
    Source: comScore State Of The U.S. Online Retail Economy 2010
  • 13. Free Shipping, Discounts & Coupons Still Reign
    Source: Google/OTX State of Shopping, May 2010 
  • 14. Timing Is Everything
    2009 Holiday Season Online Retail: $27 Billion
    Nov 26
    Thanksgiving
    $318M
    Nov 27
    Black Friday
    $595M
    Dec 14
    Green Monday
    $854M
    Nov 30
    Cyber Monday
    $887M
    Dec 15
    Green Tuesday
    $913M
    Market Share of U.S. Visits To Top 500 Retail Sites
     
    10/7/10
    14
    Source: Experian Hitwise Holiday 2010 Marketer Report andcomScore News Release 
     
  • 15. How Can You Survive & Thrive This Holiday Season?
    10/7/10
    15
  • 16. Plan With a Calendar
    Thanksgiving
    Black Friday
    -----------------10% off & Free Shipping Over $50 -------------------
    Cyber Monday Sales
    ---------------- Automatic Free Shipping, $25 off of $150 Minimum ----------------------
    Weekend Before Christmas
    -------Green Monday Sales -------
    Last Day: Overnight Shipping
    Christmas
  • 17. Be Found
    • Competition and CPC’s will increase in Q4.
    • 18. Diversify where you are showing your ads to maximize ROAS or CPA.
    • 19. Continue to find new audiences for your product.
    • 20. Activate campaigns across Yahoo!, Bing and Facebook.
    • 21. Create a Merchant center account with Google and submit your product data feed (for free).
  • Go Social
    “We enable effective word-of-mouth advertising at scale for the first time.”
    - Sheryl Sandberg, Facebook's chief operating officer (WSJ 2010)
    10/7/10
    18
  • 22. Where Does Facebook Advertising Fit Into Your Overall Advertising Plan?
    • Awareness & Acquisition: Get Customers.
    • 23. Deliver messaging about your brand to connect with target audiences.
    • 24. Engagement & Community Building: Build Fans.
    • 25. Cultivate fans to interact with, drive loyalty, and “like” you.
    • 26. Direct Response: Performance Advertising.
    • 27. Invest in targeted media in order to drive a specific conversion.
    10/7/10
    19
  • 28. Stand Out
    • What is your value proposition?
    • 29. What separates you from your competition?
    • 30. Now rephrase that into 70 characters.
    • 31. Write one sentence as to why you are better than your competitors.
    • 32. Create multiple versions.
    • 33. Make every click count.
  • Be a Marketer
    • Which sounds more compelling? $10 off or 20%?
    • 34. There are different ways to market your value.
    • 35. Customers still love free shipping (upgraded shipping).
    • 36. Include Coupon codes in the Ad Copy.
    • 37. Make sure you include any last minute shipping dates.
    • 38. Force the customer to take action, create the intent.
  • Keyword Tips
    • Do you have product-level keywords?
    • 39. Do your products have universal SKU’s?
    • 40. Coupon searches increase 38% during the holidays, so incorporate deals and offers.
    • 41. Use Search Query Reports weekly to find targeted traffic and block out unwanted traffic.
    • 42. Maximize Match Types.
    • 43. “Gift Cards” popular category for last-minute shopping.
  • Keep Track of Your Inventory
    • Look back to Q4 2009
    • 44. Do you historically sell certain products faster than others?
    • 45. Be Agile; Create a campaign focused on top sellers for easy management.
    • 46. Have a plan in case you run out of inventory:
    • 47. Create negative keywords to filter non-converting traffic.
    • 48. Create “Other product suggestions” landing pages.
    • 49. Redirect users to “like” products or category page for cross-selling.
  • Data & Signals: Track & Adapt or Lose
    TRACK
    Impressions
    Conversions/Sales
    Clicks
    CPA
    Customer GEO
    CTRs
    Conversion Rates
    Time of Conversion
    Cost
    Revenue
    CPC
    Demo, LTV, Behavioral, etc.
    ROI
    Avg. Position
    OPTIMIZE
  • 50. Summary
    • Stay Organized with a Marketing calendar and stick to it.
    • 51. Be Found: Activate Campaigns across new networks
    • 52. Go Search and Social.
    • 53. Stand Out & Be a Marketer: Be clear what your value proposition is and be creative writing ads.
    • 54. Coupons, Discounts and Free Shipping still reign.
    • 55. Pre-build Ad Copy in advance and get in the habit of Pausing/Unpausing vs. Create/Delete.
    • 56. Leverage Search Query Reports to maximize traffic.
    • 57. Observe data and optimize weekly.
  • How Clickable Can Help?
    Award Winning Tool + Expert Team
    Pre-Holiday Expert Discovery Report
    Holiday Advertising Strategy Kickoff
    Launch & Expand New Ad Campaigns
    Get Custom Recommendations To Maximize Reach
    Agile Management Of Your Campaigns
    Continue Momentum With A Holiday Summary Report
    Call 877-775-6699
    to talk with a Clickable Solutions Leader.
    10/7/10
    26