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Tips for Putting Together a Holiday Paid Search Campaign
 

Tips for Putting Together a Holiday Paid Search Campaign

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Tips for putting together a holiday pay-per-click (PPC) campaign

Tips for putting together a holiday pay-per-click (PPC) campaign

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    Tips for Putting Together a Holiday Paid Search Campaign Tips for Putting Together a Holiday Paid Search Campaign Presentation Transcript

    • Is Your Holiday Paid Search Campaign Wrapped Up?! For retailers, holiday business accounts for as much as 40 percent of revenue and profits Source: Retail Metrics http://trada.com http://trada.com/blog @trada!
    • Agenda! 1  Creating a well-executed paid search strategy ! 2  Delivering creative offers that resonate! 3  How the buying cycle affects your paid search ads ! 4  Proper allocation of your holiday PPC budget! 5  How to stay nimble and quicker than your competitors ! 6  Overview of Trada! 7  Q&A! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
    • Meet Dan Tisser & Matt Hessler! Dan Tisser Matt Hessler copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
    • Creating a Well-Executed ! Paid Search Strategy ! http://trada.com http://trada.com/blog @trada!
    • Tisʼ The Season! CPC can jump by 50 to 80 percent for categories such as flowers, gifts, apparel and consumer electronics. ! • Increased click prices • Increased traffic • Increased competition • Increased conversions on keywords copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
    • Review Historical Data! •  Examine year-over-year data from previous holiday seasons to review keywords, ads, sites and timing. ! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
    • Other Holiday Strategies ! •  Whatʼs under your competitorʼs tree?! •  Do a complete competitive analysis! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
    • Other Holiday Strategies ! Best practices matter more than ever! •  Test, test, test! •  Review metrics !! –  Keyword ROI! –  Landing Pages! –  Offers! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
    • Delivering Creative Offers That Resonate! http://trada.com http://trada.com/blog @trada! copyright © 2010 Trada, Inc – All materials are company confidential and may not be distributed without express permission.
    • Key Ingredients to A Good Offer ! •  Sales promotions! •  Gift with purchase! •  Free shipping! •  Early bird specials! •  Limited-time offers! •  Guaranteed delivery ! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
    • Seasonal Keywords ! •  Long-tail keywords are invaluable! –  Use phrase & exact match! –  Be cautious with negative keywords & broad match! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
    • The Value of Gift Cards ! •  Donʼt forget gift cards!! –  69 percent of shoppers plan on purchasing a gift card in the holiday season.! ! !*According to Google Holiday Survey! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
    • Holiday-Specific Landing Pages ! •  Donʼt dump customers on your regular page! •  Place a countdown to Dec. 25! •  Let customers know the last day they can order and still get delivery for the holidays! •  Offer discounts off the entire site! •  Offer free shipping! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
    • copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
    • How the Buying Cycle Affects Your Paid Search Ads http://trada.com http://trada.com/blog @trada! copyright © 2010 Trada, Inc – All materials are company confidential and may not be distributed without express permission.
    • Buying Cycle! Research copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
    • Capture the Early Birds ! •  Holiday keywords usage begins in August ! •  Set your tracking cookies to 30 days to capture delayed conversions! •  Evolve your ads through the ! !holiday season ! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
    • Last-Minute Buyers ! • Have a defined product strategy and a defined search strategy • Let them know when the last day they can order • Offer free shipping • Emphasize last-minute offers copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
    • Evolving Your Ads ! Early Birds Late Birds copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
    • Proper Allocation of Your Holiday PPC Budget http://trada.com http://trada.com/blog @trada! copyright © 2010 Trada, Inc – All materials are company confidential and may not be distributed without express permission.
    • copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
    • Determining Spend! •  Examine historic data (if available)! •  Determine mix of head vs. longtail keywords! •  Watch what brings in traffic vs. what brings in conversions! •  Decide how much to allocate to big holiday days! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
    • Cyber Monday ! Not as popular as you think Cyber Monday is actually the 12th most popular day of the online holiday season, according to BusinessWeek. copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
    • December 26! •  Have your post Holiday strategy ready to deploy.! •  Prepare your sale-specific campaigns, keywords and creative.! •  Schedule for Dec. 26! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
    • Dayparting! •  Seasonality changes timing! •  What worked last month, wonʼt work in the holidays! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
    • How to Stay Nimble and Quicker Than Your Competitors http://trada.com http://trada.com/blog @trada! copyright © 2010 Trada, Inc – All materials are company confidential and may not be distributed without express permission.
    • Prepare for Inventory Fluctuations ! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
    • Keep An Eye On Your Competitors ! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
    • Managing Ad Groups ! •  Keep a close eye on ad groups, and turn off ad groups when a product is sold out! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
    • Overview of Trada http://trada.com http://trada.com/blog @trada! copyright © 2010 Trada, Inc – All materials are company confidential and may not be distributed without express permission.
    • You Can Also Use Trada The problem: Paid search is hard, time-consuming and meticulous. The holidays make paid search exponentially harder. ! The solution: Get a crowd of experts to work together on your clientʼs campaign.! Hundreds of thousands of people will search for your products this holiday season. Using a crowd of experts will help you identify the many different ways people will search for your products. ! http://trada.com http://trada.com/blog @trada! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
    • You Can Also Use Trada Tradaʼs crowdsourced model puts dozens of certified experts to work on your campaigns at the same time.! http://trada.com http://trada.com/blog @trada! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
    • Questions? Letʼs Hear Them!! http://trada.com http://trada.com/blog @trada! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
    • How to Contact Trada If you have paid search questions or want a copy of the presentation: Elaine  Ellis   Marke&ng  Manager   Email  me  at  eellis@trada.com   www.trada.com   If you have questions about working with Trada: Bill  Adkins   VP  of  Sales   Email  me  at  badkins@trada.com   www.trada.com   http://trada.com http://trada.com/blog @trada copyright © 2009 Trada, Inc – All materials are company confidential and may not be distributed without express permission.