Tips for Putting Together a Holiday Paid Search Campaign
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Tips for putting together a holiday pay-per-click (PPC) campaign Check out Trada Reviews here: http://www.trada.com/trada-reviews/
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Tips for Putting Together a Holiday Paid Search Campaign
- 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. 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. 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. Creating a Well-Executed ! Paid Search Strategy ! http://trada.com http://trada.com/blog @trada!
- 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. 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. 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. 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. 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. 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. 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. 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. 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. copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
- 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. Buying Cycle! Research copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
- 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. 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. 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. 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. copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
- 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. 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. 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. 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. 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. Prepare for Inventory Fluctuations ! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
- 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. 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. 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. 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. 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. 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. 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.