Holiday Prep: PPC and SEO
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Holiday Prep: PPC and SEO

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Holiday Prep: PPC and SEO ...

Holiday Prep: PPC and SEO

Sure, you're more concerned about getting a sunburn than about holiday shoppers right now. But if you want to compete this holiday season, you need to start preparing your digital marketing campaigns - right away.

Jason Kreidman of Bestrank and Matt Hessler of Trada have teamed up to help you strategize your holiday campaigns for PPC and SEO.

Competitive research

Before you begin, determine the scale and timing of your holiday prep by researching your competitors. Tools like SpyFu can help you learn which keywords they're targeting and how they've optimized their websites. The free Google Trends tool will show you last year's bumps in click prices for key terms, which can aid you in scoping your project and setting scheduled deadlines.

And good old-fashioned market research will allow you to determine how to position your offers to beat your competitors. Are you price competitive? If so, that may be your edge. But if you're not able to sell products for less, you will need to find another reason for buyers to choose you. Is it free shipping? Guaranteed delivery? Something creative and exciting?

Build your holiday strategy

Data from PPC can help you determine where and how to allocate effort for your holiday campaigns.

1. To begin, determine which product categories you want to target for the holidays: it may not be realistic to overhaul your entire inventory.

2. Check ad group architecture. Ad groups should be very small and thematically grouped. If certain keywords within an ad group are suffering from poor Quality Score, consider moving them to new ad groups and following Quality Score boosting measures. For ideas, visit the Trada resources page and watch our July 27 webinar How to Score with Quality Score.

3. A/B test your ad copy. You can do this by writing 4 ads for each ad group, with small variances in the calls-to-action, headlines or offers (only one variation per ad). Allow ads to run until you have a solid data set, then look at the click and conversion data. (Rinse and repeat.)

You will quickly learn which messages resonate with your buyers and result in sales.

4. Build out landing pages around your product categories, and include the best-performing messaging from your A/B ad tests in the copy.

5. Now, optimize your landing pages for conversions AND SEO.

Optimize landing pages for SEO and conversions

1. Update description tags. Make them actionable by mentioning pricing, shipping or terms like "best selection"!

2. Include SKUs, model numbers and UPCs in title tags and the landing page copy, and consider bidding on these codes in your PPC campaign. Try adding the SKUs for closely related items in the footer.

3. Try a heatmap tool like Crazyegg to test overall page usability.

What's next?

Check out Trada Reviews here: http://www.trada.com/trada-reviews/

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  • 1. Pre p: H olid ay an dS EO P PC #SEMHolidayPrep trada.comMonday, August 22, 2011
  • 2. #SEMHolidayPrep trada.comMonday, August 22, 2011
  • 3. Trada’s Holiday Prep 2011 Webinar Series Holiday Prep: Planning your Campaigns Part 2 With Lisa Prassack from Trada Thursday, Sept. 1, 12:15 PM EDT Holiday Prep: Landing Page Optimization Part 3 With Oli Gardner from Unbounce.com Wednesday, Sept. 28, 12:15 PM EDT Holiday Prep: Here Comes the Flood Part 4 With Matt Hessler from Trada and Mystery Guest Tuesday, October 25, 12:15 PM EST trada.comMonday, August 22, 2011
  • 4. Jason Kreidman, VP of Business Development, BestRank @kreidman @fasterstill Matt Hessler, Director of Account Management, Trada trada.comMonday, August 22, 2011
  • 5. First, let’s talk a little about PPC and SEO. trada.comMonday, August 22, 2011
  • 6. SEO PPC giant lasers trada.comMonday, August 22, 2011
  • 7. Sometimes PPC and SEO look like this. trada.comMonday, August 22, 2011
  • 8. But PPC and SEO need each other! 1. They both produce valuable data that can inform the strategies of the other. 2. SEO must be considered for PPC Quality Score. 3. PPC is required to be conversion-focused. trada.comMonday, August 22, 2011
  • 9. Let’s work together. trada.comMonday, August 22, 2011
  • 10. O nto the od st uff! go What you can do to optimize your PPC and SEO... right now trada.comMonday, August 22, 2011
  • 11. The holidays approacheth! Did you know that soon, hordes of shoppers will want to BUY YOUR PRODUCTS? trada.comMonday, August 22, 2011
  • 12. Aaaaahhhhh! trada.comMonday, August 22, 2011
  • 13. And believe it or not: Other companies are preparing - right now. trada.comMonday, August 22, 2011
  • 14. So let’s talk about what you can do to compete! trada.comMonday, August 22, 2011
  • 15. Competitive research trada.comMonday, August 22, 2011
  • 16. Competitive research Use PPC/SEO tools like SpyFu. trada.comMonday, August 22, 2011
  • 17. Competitive research Try Google Trends to help you predict click prices, and to help you plan your budgeting and lead time. trada.comMonday, August 22, 2011
  • 18. Competitive research trada.comMonday, August 22, 2011
  • 19. Competitive research Do some old- Look at competitor’s fashioned products and market determine if you are research: price competitive. trada.comMonday, August 22, 2011
  • 20. Build your holiday strategy trada.comMonday, August 22, 2011
  • 21. Build your holiday determine target strategy: product categories ad group architecture test ad copy for clicks and conversions incorporate messages into landing pages SEO optimize landing pages trada.comMonday, August 22, 2011
  • 22. Build your holiday determine target strategy: product categories ad group architecture Competitive and test ad copy for clicks and customer conversions research. incorporate messages into landing pages SEO optimize landing pages trada.comMonday, August 22, 2011
  • 23. Build your holiday determine target strategy: product categories ad group Make sure your ad architecture groups are TOTALLY test ad copy for clicks and optimized (for an conversions entire webinar on ad group incorporate messages architecture, visit into landing pages trada.com/ resources). SEO optimize landing pages trada.comMonday, August 22, 2011
  • 24. Build your holiday determine target strategy: product categories ad group architecture A/B testing is built test ad copy for clicks and right into PPC. conversions incorporate messages into landing pages SEO optimize landing pages trada.comMonday, August 22, 2011
  • 25. Build your holiday determine target strategy: product categories ad group architecture Take your winning messages and test ad copy for clicks and include them in conversions your landing pages. incorporate messages into landing pages SEO optimize landing pages trada.comMonday, August 22, 2011
  • 26. Build your holiday determine target strategy: product categories ad group architecture (More about this test ad copy for clicks and in a minute!) conversions incorporate messages into landing pages SEO optimize landing pages trada.comMonday, August 22, 2011
  • 27. What next? SEO optimize your landing pages trada.comMonday, August 22, 2011
  • 28. SEO optimize your landing pages You did all this ad testing, so now you know which messages seem to resonate (and convert!) trada.comMonday, August 22, 2011
  • 29. And don’t forget: during the holidays, you CARE about conversions! trada.comMonday, August 22, 2011
  • 30. SEO optimize your landing pages - while optimizing for conversions Include tested ad language like calls-to- action on your landing page. trada.comMonday, August 22, 2011
  • 31. SEO optimize your landing pages - while optimizing for conversions Update description tags (no search equity, but they are what people see). Make them actionable! trada.comMonday, August 22, 2011
  • 32. SEO optimize your landing pages - while optimizing for conversions Include SKUs, model numbers and UPCs in title tags, footers, etc. trada.comMonday, August 22, 2011
  • 33. SEO optimize your landing pages - while optimizing for conversions Use a heatmap tool like crazyegg.com to see where people are clicking. trada.comMonday, August 22, 2011
  • 34. Here’s the summary! trada.comMonday, August 22, 2011
  • 35. Do your research. Get your top products dialed. Test with PPC. Build out landing pages. Optimize for SEO and conversions. trada.comMonday, August 22, 2011
  • 36. What next? In this webinar, we’ve discussed strategies for getting a head start on holiday marketing. But there’s more!!! trada.comMonday, August 22, 2011
  • 37. Holiday Prep: Planning your Campaigns Part 2 With Lisa Prassack from Trada Thursday, Sept. 1, 12:15 PM EDT Lisa and three e-commerce companies discuss real-life crucial planning strategy for holiday campaigns. trada.comMonday, August 22, 2011
  • 38. Holiday Prep: Landing Page Optimization Part 3 With Oli Gardner from Unbounce.com Wednesday, Sept. 28, 12:15 PM EDT The landing page gurus, Unbounce, will weigh in on everything you need to know to boost conversions on your landing pages for the holidays. trada.comMonday, August 22, 2011
  • 39. Holiday Prep: Here Comes the Flood Part 4 With Matt Hessler from Trada and Mystery Guest Tuesday, October 25, 12:15 PM EST Matt will help you strategically shotgun new strategies for holiday specific terms, target buyers by stage, and track customer activity to increase sales. trada.comMonday, August 22, 2011
  • 40. Holiday Prep: Planning your Campaigns Part 2 With Lisa Prassack from Trada Thursday, Sept. 1, 12:15 PM EDT Holiday Prep: Landing Page Optimization Part 3 With Oli Gardner from Unbounce.com Wednesday, Sept. 28, 12:15 PM EDT Holiday Prep: Here Comes the Flood Part 4 With Matt Hessler from Trada and Mystery Guest Tuesday, October 25, 12:15 PM EST Would you like to be signed up for our ongoing webinar series, which includes the holiday prep series? Just chat: “sign me up”! trada.comMonday, August 22, 2011
  • 41. Here’s where we take two minutes to tell you that Trada can help you ramp up your holiday PPC campaigns... ... and it doesn’t cost any more than if you were to do search marketing yourself. trada.comMonday, August 22, 2011
  • 42. Trada has a large, global crowd of certified paid search experts who do PPC for you. trada.comMonday, August 22, 2011
  • 43. Multiple experts work on your campaign at the same time. You get: Diversity of thinking Constant optimization Multiple ad networks trada.comMonday, August 22, 2011
  • 44. and they already know how to run sophisticated holiday campaigns! trada.comMonday, August 22, 2011
  • 45. It’s pay-for-performance. There are NO fees: no startup fees, no management fees. You can get started right away. trada.comMonday, August 22, 2011
  • 46. Time for questions! For more information or to schedule a demo, email dranda@trada.com trada.comMonday, August 22, 2011