Tips for Putting Together a Holiday Paid Search Campaign

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

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Tips for Putting Together a Holiday Paid Search Campaign

  1. 1. 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!
  2. 2. 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.
  3. 3. 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.
  4. 4. Creating a Well-Executed ! Paid Search Strategy ! http://trada.com http://trada.com/blog @trada!
  5. 5. 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.
  6. 6. 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.
  7. 7. 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.
  8. 8. 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.
  9. 9. 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.
  10. 10. 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.
  11. 11. 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.
  12. 12. 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.
  13. 13. 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.
  14. 14. copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  15. 15. 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.
  16. 16. Buying Cycle! Research copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  17. 17. 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.
  18. 18. 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.
  19. 19. Evolving Your Ads ! Early Birds Late Birds copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  20. 20. 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.
  21. 21. copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  22. 22. 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.
  23. 23. 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.
  24. 24. 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.
  25. 25. 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.
  26. 26. 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.
  27. 27. Prepare for Inventory Fluctuations ! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  28. 28. Keep An Eye On Your Competitors ! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  29. 29. 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.
  30. 30. 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.
  31. 31. 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.
  32. 32. 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.
  33. 33. 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.
  34. 34. 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.

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