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Search Marketing for the Holidays: Formic Media Seminar Series
 

Search Marketing for the Holidays: Formic Media Seminar Series

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The following presentation provides tips for optimizing your website, shopping feeds and PPC campaigns for holiday shoppers.

The following presentation provides tips for optimizing your website, shopping feeds and PPC campaigns for holiday shoppers.

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  • 2009 versus 2010, highest increase was shopping for self (+ 8%)
  • Before and up to Thanksgiving = more research, price comparison, looking for deals. Site traffic peaks around Black Friday & Cyber Monday.
  • It’s not all about buying all the time, there are many other reasons why consumers go online that can lead to sales indirectly.
  • SEO & PPC are the among the most effective tactics for generating/increasing conversions…this translates directly into sales (especially for eCommerce sites).I’m going to dig deeper into SEO tactics that can help prepare you for the holidays.
  • PPC advertising can be very effective in the following verticals,with the vast majority of advertisers (from a survey of 2,194 search marketers) finding PPC to be “very effective” to “somewhat effective” at attaining their marketing objectives.
  • Mention Ad Text wrapping…
  • Coremetrics Benchmark. Data in this report is based on Coremetrics Benchmark, whichcaptures online marketing results and commerce data from more than 500 contributing U.S. retailers.
  • While consumer attention spans may be down, their willingness to spend online is up. Average order value is up strongly year over year, from a low of roughly $120 in June2008 to more than $190 in May 2010.
  • If Call to Action buttons on “good” landing page were green or red – this would be doing everything we’d want it to do from an attention standpoint.
  • Google Product Search is the consumer side of ecommerce. Google Merchant Center is the seller side.
  • All optimization tips are geared towards Google Products, since it’s free. But tips are very applicable to other CSEs.

Search Marketing for the Holidays: Formic Media Seminar Series Search Marketing for the Holidays: Formic Media Seminar Series Presentation Transcript