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October 24th, 2012 - Webinar - SEM Forecasts & Strategies for 2012 Holidays
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October 24th, 2012 - Webinar - SEM Forecasts & Strategies for 2012 Holidays

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On October 24, 2012, NetElixir University hosted its first webinar on SEM Forecasts & Strategies for 2012 Holidays. …

On October 24, 2012, NetElixir University hosted its first webinar on SEM Forecasts & Strategies for 2012 Holidays.

If you have any questions about the material, please email shahira@netelixir.com.

Please join our NetElixir University group on LinkedIn for weekly SEM updates and news! http://www.linkedin.com/groups/NetElixir-University-4626057

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  • Long tail keywords – are marketers using long tail
  • Notes for Laura:Over the past 15 months, working with NetElixir, we have conducted numerous tests on ad copies. The purpose of our tests were – a) maximize CTR and Conversion Rates b) compelling and differentiated selling proposition that helps us break the clutter.
  • I wanted to share a sample AmericanFrameadwords ad and call out 5 segments in the ad copy and share our test results. Any search marketer will benefit from using these “recommended ad copy tactics”.
  • Mention of brand name seems to “legitimize” our message thereby generating higher click throughs compared to an ad that does not mention brand in the headline.
  • Free Shipping drives up CTR and Conversion Rate. We have had substantial success. (You may want to mention the $75 minimum vs. no minimum test results).
  • Again seller reviews enhance the legitimacy of an ad.
  • Site Links – as long they lead the searcher to specific/relevant pages effectively – have proven to improve CTR
  • But our number 1, tactic has been…..
  • Two words followed by an exclamation mark ! (Pls dramatize this a bit.. So as to make this look really powerful and impressive).Call to action at the end of ad followed by an exclamation mark delivers substantial CTR and Con Rate improvements. A clear winner.
  • The next section of our presentation today is going to focus on a challenge that we at AmericanFrame faced – managing paid search in-house vs. hiring an agency like NetElixir to manage our program. Laura – you may want to provide some history on how your SEM campaigns have been historically managed.
  • We decided to get an expert agency like NetElixir manage our program since – (pls state some reasons).You may want to add a (non-salesy) line on what’s the big difference you have experienced with NetElixir (they were willing to stand by what they promised and execute..)
  • Transcript

    • 1. 1 Search Engine Marketing Strategies & Forecasts for Holiday 2012 Laura Jajko Udayan Bose VP, Marketing Founder & CEO AmericanFrame.com NetElixir.com The webinar will begin at 2pm EST. Join our LinkedIn Group: NetElixir University
    • 2. Webinar Information• Thank you for joining NetElixir University’s first webinar!• Attendees can raise their hand or ask questions from the GoToMeeting sidebar.• We will be sharing the link to the presentation with all attendees tomorrow.• If you have any specific questions, please do not hesitate to email us: – shahira@netelixir.com – udayan@netelixir.com – lauraj@americanframe.com10/25/2012
    • 3. What will be Covered…• 5 strategies for a successful paid search campaign this holiday season.• Best practices: American Frame’s ad copy strategy.• NetElixir’s SEM forecasts for 2012 holiday season.10/25/2012
    • 4. About Laura Jajko & American Frame4 • Laura is VP of Sales & Marketing. Second generation member of the company. •Laura’s experience in search spans 7 years. American Frame has been working with NetElixir since July 2011. • Incorporated in 1973. Internet retailer since 2001. • Online source for custom picture frames, supplies, fine art printing & wholesale volume framing. • Connect with Laura (@LauraJajko) and American Frame (@AmericanFrame) on Twitter.
    • 5. About Udayan Bose5 • 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 • Fanatically Analytical. Passionate about tracking online shopper behavior through search advertising insights.
    • 6. About NetElixir • Incorporated in 2005. Headquartered in Princeton, NJ.6 • We offer multi-channel campaign management technology , end- to-end campaign management services and web analytics consulting solutions to retailers • Ongoing Retail Search Insights Research since August 2008 (featured in NYTimes, Time, Forbes). LinkedIn Group: NetElixir University www.LXRMarketplace.com
    • 7. 7 Why Do We Need SEM Strategies for Holidays?
    • 8. For some retailers, the holiday season can represent anywhere between 20–40% of annual8 sales. (National Retail Foundation)
    • 9. Average CPC across retail categories goes up by 39% during holidays. (NetElixir Lab)9 Average CPC ($) 0.9 0.8 0.7 39% 0.6 0.5 0.4 0.82 Average CPC ($) 0.3 0.59 0.2 0.1 0 Black Friday- December 20, 2011 Rest of 2011
    • 10. Number of paid search advertisers per retail category increases by 32%. (NetElixir Lab)10
    • 11. Our research shows that for any search query across retail categories, 70%+ of paid search11 advertisers lose money.2/3 advertisers lose money!
    • 12. 12 Strategies to ensure you are in 30%
    • 13. 13 Decide what Products to promote through Paid Search
    • 14. Margin14 ROI Velocity
    • 15. Category Level ROI Grid15 Expand Your Keyword List Controlled Expansion. Margin Is Keyword Search Advertising •Are these “Wave Making” Right for you? Products? Velocity
    • 16. Assess Competition for Each Quadrant.16 Create pin-pointed paid search tactics for each quadrant.
    • 17. Start by creating a category-level margin & volume table..17 Category # Units Average Unit Value Average Revenue/Month Revenue Contribution Target Revenue Strategy Embroidery 178 $6.12 $1,088.71 1.29% $1,933.00 Not Advertise Jacket 137 $17.85 $2,444.83 2.89% $4,340.77 Optmization + Expansion Lab Coat 85 $23.55 $2,002.15 2.37% $3,554.80 Optmization + Expansion Medical Supplies 150 $12.01 $1,802.07 2.13% $3,199.56 Not Advertise Pants 2230 $16.15 $36,017.83 42.63% $63,949.34 Optimization Shoes 66 $78.56 $5,185.26 6.14% $9,206.38 Expansion Tops 2373 $14.91 $35,393.07 41.89% $62,840.09 Optimization Vest 6 $17.99 $107.94 0.13% $191.65 Warm-Up 8 $16.99 $135.92 0.16% $241.32 Skirts 12 $25.49 $305.88 0.36% $543.09 Optmization + Expansion Total 5245 $16.11 $84,483.66 100% $150,000.00
    • 18. Pre-set Budget for Each Category Budget Allocation Across Categories:18 Category Type Of Keyword % Of Spend Number of keywords Spend Pants (40% Of Total Spend) Generic 30% Product Specific 50% Long Tail 20% Tops (40% Of Total Spend) Generic 30% Product Specific 50% Long Tail 20% Shoes (10% Of Total Spend) Generic 30% Product Specific 50% Long Tail 20% Jacket (5% Of Total Spend) Generic 30% Product Specific 50% Long Tail 20% Lab Coats (3% Of Total Spend) Generic 30% Product Specific 50% Long Tail 20% Skirts (2% Of Total Spend) Generic 30% Product Specific 50% Long Tail 20% TOTAL $0.00
    • 19. 19 Once you have the category-level plan ready.. only then start with execution.
    • 20. 20 Keyword Efficiency Audits you Need to do Before the Holidays
    • 21. Keyword Facts from NetElixir Research Lab21 Based on 300+ Keyword Audits conducted from January 2009-September 2012.
    • 22. 22 Less than 2% of active keywords deliver 100% of conversions.
    • 23. 1/4th of Keyword Spend generates $0 in sales23 25% = 0
    • 24. Step 1: Download 3 month keyword report from search engines.24 Conversions Keyword state Keyword Campaign Ad Group Impressions Clicks Cost (1-click) Revenue
    • 25. Step 2: Upload this keyword report to Keyword Analyzer tool25 http://www.lxrmarketplace.com/keywordanalyzertool.html
    • 26. 26 Ensure that your long tail keyword strategy is working.
    • 27. Keyword Advertising does not need to be throwing mud at the wall…27 Mud image
    • 28. % of SEM Spend delivering zero sales (3 month trigger)28 10% = 0
    • 29. Number of Active Keywords (Retail Benchmark)29 $7/keyword/month
    • 30. 30 Customized Ad Copies drive stronger results
    • 31. Sample American Frame Ad Copy31 1 5 3 2 4
    • 32. Brand Name in Headline32 CTR: 11%
    • 33. 2 Free Shipping in Display URL33 CTR: 19%
    • 34. 3 Seller Reviews34 CTR: 7%
    • 35. 4 Sitelinks35 CTR: 5%
    • 36. 36
    • 37. 5 Buy Now!37 (at the end of ad copy) CTR: 25% Conversion Rate:19%
    • 38. 38 Managing SEM Program in-house vs. Outsourcing to SEM Agency.
    • 39. Questions39 1. Is SEM a core activity for your business? 2. Do you have expert in-house resource? 3. What is your organizational philosophy? - Outsourcing versus in-house - Partnership versus Order Execution
    • 40. What’s the Best Solution for my Business?40 Outsource to SEM agency Hybrid Model 3-6 months of outsourced In-house SEM followed with or without tool by in-house using tool.
    • 41. 41 Insights on Holiday Search Trends
    • 42. When did people search and when did they buy Lenovo products on Cyber Monday? 50%42 45% 40% 35% 30% 25% % of site visits % of site purchases 20% 15% 10% 5% 0% 0:00-6:00 ET 06:01-12:00 ET 12:01-18:00 ET 18:01 - 24:00 ET 42
    • 43. When did people search and when did they buy Lenovo products on Black Friday? 60.0%43 50.0% 40.0% 30.0% % of Site visits % of orders 20.0% 10.0% 0.0% 0:00-6:00 ET 06:01-12:00 ET 12:01-18:00 ET 18:01 - 24:00 ET
    • 44. 44
    • 45. 3 Strategies to Maximize Holiday SEM Sales45 1. Day-part your campaigns for better results. 2. The first Sunday and Monday after Cyber Monday is a good time to use targeted SEM promotions. 3. Plot “Revenue/Click” for your SEM program for 2011 (day-wise), to identify the “sweet spot”.
    • 46. 46 Our Paid Search Advertising Forecasts for 2012 Holidays
    • 47. Key Paid Search Advertising Parameters (YTD September 2012 versus YTD September 2011)47 Y/Y Growth Y/Y Growth Y/Y Growth Y/Y Growth (YTD Sept (Q1,2012) (Q2,2012) (Q3,2012) 2012) Clicks 16.2% 11% 15% 17% CPC ($) 7.9% 10% 5.3% 7% Click- 5% 8% 3.8% 5% through- Rate Conversion 18% 24% 16% 13% Rate Average 3% 10.2% (1.5%) (1%) Order Value
    • 48. Select Categories (Y/Y Holiday Forecasts –2012 vs. 2011) Clicks (Y/Y CPC (Y/Y CTR (Y/Y AOV (Y/Y Conversion Growth) Growth) Growth) Growth) Rate (Y/Y Growth)48 Flowers & Gifts 18% 8% 2% 4% 8% Apparel 16% 9% 7% 7% 13% Consumer 15% 12% 7% 7% 12% Electronics Food & Drugs 2% 5% 3% 3% 10% Home 15% 8% 6% 2% 12% Furnishings Pet Supplies 8% 2% 2% 2% 6% Home 11% 8% 6% 1% 16% Improvement Total 14% 9% 5% 2% 10% * Does not include clicks from mobile devices.
    • 49. NetElixir Holiday Forecasts: Summary49 1. Y/Y increase in Paid Search Clicks ~ 14%. 2. Y/Y increase in Average CPC ~ 9%. 3. Average Order Value remains more or less flat.
    • 50. Take Aways50 1. Holiday SEM is competitive and expensive. 2. Choose the products you want to promote using ROI Grid. 3. Use Keyword Analyzer tool to audit your keyword portfolio. 4. Create ad copies that are relevant, unique and compelling. 5. Let your goals drive outsourcing versus in-house SEM management decision. 6. Map day-wise Revenue/Click for 2011 PPC Campaigns and use the information to bid intelligently.
    • 51. Download a complimentary copy of NetElixir’s “Fresh SEM Ideas Workbook”51 http://www.netelixir.com/fresh2012.html
    • 52. Thank You! We wish you a very successful holiday season!52 Laura Jajko Udayan Bose VP, Sales & Marketing Founder & CEO AmericanFrame.com NetElixir.com lauraj@americanframe.com udayan@netelixir.com Join Our LinkedIn Group to get weekly SEM insights http://www.linkedin.com/groups/NetElixir-University-4626057
    • 53. Questions? To submit a question, please use the GoToMeeting sidebar on your screen.10/25/2012