1
Maximize Your Holiday SEM Sales: 2013 Holiday
Calendar for Retailers
About NetElixir University
• NetElixir University was launched in 2012 with a vision of
“democratizing the digital marketi...
3
About Udayan Bose
• Founder & CEO, NetElixir,Inc.
• Founded PartyBingo.com (PartyGaming, Plc).
• Guest Lecturer:
• Johns...
4
What is the SEM Holiday Calendar?
• Highlights key online shopping dates for this year.
• Day-wise forecast of competiti...
5
 Since August 2008 NetElixir Retail Intelligence Lab has been
conducting ongoing research on Search Trends and
Ecommerc...
NetElixir Holiday SEM Calendar 2013
6
Thurs Fri Sat Sun Mon Tue Wed
11/
28
11/
28
11/29 11/30 12/1 12/2 12/3 12/4
12/5 12/...
3 Strategies for Maximizing Holiday SEM Sales
7
 Analyze search traffic and conversion trends for 2011 and
2012 holidays....
Traffic Pattern Analysis (Consumer Electronics)
8
3 days
3 days
• Black Friday weekend sales
now starts before Thanksgivin...
9
SEM Revenue/ SEM Click (per state)
Consider Revenue/Click/geo for
efficient budget allocation
The Channel Efficiency Dashboard
10
Channels Unique
visitors
Orders Revenue Cost Revenue/Cost
(ROAS)
Revenue/
Orders (AOV)...
Summary
11
 Apply NetElixir Holiday Marketing Calendar to Pre-Plan Daily
SEM Sales & Spend.
 Use Revenue/Click to build ...
A DIY AdWords Audit Tool for all attendees!
12
Make sure your Paid Search
campaigns are optimized for the
holiday season!
...
Thank you!
13
To request NetElixir’s Holiday Marketing Calendar template, tweet
@NetElixir or email marinn@netelixir.com
S...
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Maximize Your SEM Sales: 2013 Holiday Calendar for Retailers

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At NetElixir we’ve done the research and created a unique 2013 Holiday Calendar. The calendar is a must have for all holiday retailers and will help you pre-plan your digital marketing initiatives, which:

•Doubles up as holiday online sales heat map (when will holiday shopping spike, etc.)
•Estimates Y/Y increase in Cost Per Click for Adwords campaign.
•Spells out day-wise sales promotions that may have the greatest impact on SEM Sales.

Published in: Business, Technology
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Maximize Your SEM Sales: 2013 Holiday Calendar for Retailers

  1. 1. 1 Maximize Your Holiday SEM Sales: 2013 Holiday Calendar for Retailers
  2. 2. About NetElixir University • NetElixir University was launched in 2012 with a vision of “democratizing the digital marketing industry through exceptional knowledge and expertise sharing.” • Through monthly webinars and an annual seminar, we hope to Provide the tools & knowledge to help people become better search marketers. 2 Join our LinkedIn group: NetElixir University Questions? Tweet with #NetElixirU and we’ll answer them for you!
  3. 3. 3 About Udayan Bose • Founder & CEO, NetElixir,Inc. • Founded PartyBingo.com (PartyGaming, Plc). • Guest Lecturer: • Johnson School of Management, Cornell University. • City University of New York, Baruch. • Indian School of Business. @udayanbose
  4. 4. 4 What is the SEM Holiday Calendar? • Highlights key online shopping dates for this year. • Day-wise forecast of competitive intensity for paid search advertising. • Day-wise forecast of Y/Y CPC inflation.
  5. 5. 5  Since August 2008 NetElixir Retail Intelligence Lab has been conducting ongoing research on Search Trends and Ecommerce metrics for 32 large & mid-size retailers.  We have analyzed hourly data and captured the minutest of details related to search marketing sales, for this period.  Our holiday research has been published in the New York Times & Time. How NetElixir builds its Holiday Calendar
  6. 6. NetElixir Holiday SEM Calendar 2013 6 Thurs Fri Sat Sun Mon Tue Wed 11/ 28 11/ 28 11/29 11/30 12/1 12/2 12/3 12/4 12/5 12/6 12/7 12/8 12/9 12/10 12/11 12/12 12/13 12/14 12/15 12/16 12/17 12/18 12/19 12/20 12/21 12/22 12/23 12/24 12/25 Shortest runway to Christmas since 2002! Expect more intense competition for “online shopper dollars” than any previous year. • Black Friday promotions will start from noon on Thanksgiving Day. • Expect more frequent promo changes by larger retailers. (The “Variety Effect”). • Recommend “go local strategy” from 12/21-12/23. • Forecasted Y/Y CPC increase: (Red) = 50%+; (Orange) = 30%+; (Yellow)=25%+.
  7. 7. 3 Strategies for Maximizing Holiday SEM Sales 7  Analyze search traffic and conversion trends for 2011 and 2012 holidays. Use NetElixir holiday calendar plus historical data analysis to build a day-wise SEM Plan.  Track “SEM Revenue/SEM Clicks” per state and use that for geo-specific budget allocation.  Use Channel Efficiency Dashboard to keep a tab on daily performance vs. pre-defined targets.
  8. 8. Traffic Pattern Analysis (Consumer Electronics) 8 3 days 3 days • Black Friday weekend sales now starts before Thanksgiving. • Plan to tap into post Christmas sales spike.
  9. 9. 9 SEM Revenue/ SEM Click (per state) Consider Revenue/Click/geo for efficient budget allocation
  10. 10. The Channel Efficiency Dashboard 10 Channels Unique visitors Orders Revenue Cost Revenue/Cost (ROAS) Revenue/ Orders (AOV) Orders/ Unique Visitors (Conversion Rate) % Revenue (new visitors)/ Total Revenue SEM SEO CSE SMM Affiliate EMail Key Metrics Key Performance Indicators How to Use the channel efficiency dashboard? • Set baseline numbers for KPI’s and key metrics • Daily Performance Alerts: - 10%+ baseline: Star (Green) - (-10%) – (9.99%) baseline: Aspirant (Yellow) - greater than -10% deviation from baseline: Laggard (Red)
  11. 11. Summary 11  Apply NetElixir Holiday Marketing Calendar to Pre-Plan Daily SEM Sales & Spend.  Use Revenue/Click to build geo-targeted campaigns.  Keep your holiday marketing plan on track using NetElixir Channel Efficiency Dashboard.
  12. 12. A DIY AdWords Audit Tool for all attendees! 12 Make sure your Paid Search campaigns are optimized for the holiday season! Conduct a FREE 6-point audit of your AdWords account. www.NetElixir.com/aoa.html
  13. 13. Thank you! 13 To request NetElixir’s Holiday Marketing Calendar template, tweet @NetElixir or email marinn@netelixir.com Spread the love! Tweet about our webinar! #NetElixirU 23,932 small businesses from 171 countries have benefitted from our FREE SEO & SEM tools at www.LXRMarketplace.com. Have You?
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