SlideShare a Scribd company logo
1 of 17
Download to read offline
Chicago	
  |	
  November	
  12–16	
  
Integrated Search,
Social and Display
for Ecommerce
Sites	
  
Lisa	
  Raehsler	
  
Big	
  Click	
  Co	
  	
  
Found/	
  SEM	
  Strategy	
  Consultant	
  
Chicago	
  |	
  November	
  12–16,	
  2012	
  |	
  #SESCHI	
  
Today	
  
• Why	
  Integrated	
  markeEng?	
  
• Shopping	
  behavior	
  trends	
  
• Examples	
  of	
  integraEion	
  	
  
@LisaRocksSEM
Chicago	
  |	
  November	
  12–16,	
  2012	
  |	
  #SESCHI	
  
MulCple	
  Consumer	
  Paths	
  
•  Selling	
  has	
  become	
  more	
  complicated:	
  Search,	
  Social,	
  Display	
  
•  Shopping	
  behavior	
  has	
  changed	
  
•  Integrated	
  markeEng	
  using	
  online	
  markeEng	
  plaMorms	
  and	
  channels	
  to	
  support	
  a	
  markeEng	
  
goal	
  
@LisaRocksSEM
Chicago	
  |	
  November	
  12–16,	
  2012	
  |	
  #SESCHI	
  
MulC-­‐Device	
  Owners	
  Plan	
  To	
  Purchase	
  Online	
  Across	
  
Devices	
  
•  Shoppers	
  are	
  presented	
  more	
  opprintuniEes,	
  adverEsers	
  have	
  more	
  challenges	
  
@LisaRocksSEM
Chicago	
  |	
  November	
  12–16,	
  2012	
  |	
  #SESCHI	
  
Qualified	
  Conversion	
  Oriented	
  Traffic	
  Will	
  Come	
  From	
  A	
  Variety	
  
Of	
  Sources	
  
•  There	
  are	
  opportuniEes	
  to	
  integrate	
  these	
  channels	
  to	
  opEmize	
  conversions	
  
@LisaRocksSEM
• Search	
  results	
  
• LocaEons	
  /	
  maps	
  
• Product	
  lisEngs	
  /shopping	
  
• Display	
  
Search
• Smartphones	
  /	
  Tablets	
  
• LocaEons	
  /	
  maps	
  
• Shopping	
  Apps	
  
• Display	
  
Mobile
•  G+	
  
•  FacebooK	
  
•  TwiYer	
  
•  YouTube	
  
•  Pinterest	
  
Social
Chicago	
  |	
  November	
  12–16,	
  2012	
  |	
  #SESCHI	
  
IntegraCng	
  channels:	
  All	
  +	
  Social	
  
•  Broadcast	
  to	
  all	
  social	
  channels	
  
@LisaRocksSEM
Promo
Chicago	
  |	
  November	
  12–16,	
  2012	
  |	
  #SESCHI	
  
IntegraCng	
  channels:	
  Search	
  +	
  Social	
  
•  Google	
  Adwords	
  and	
  Google+	
  
•  Link	
  Google+	
  page	
  to	
  website	
  
and	
  link	
  Adwords	
  to	
  Google+	
  
page	
  
@LisaRocksSEM
Chicago	
  |	
  November	
  12–16,	
  2012	
  |	
  #SESCHI	
  
IntegraCng	
  channels:	
  Display	
  +	
  Social	
  
•  RetargeEng	
  ideas:	
  
•  Target	
  site	
  visitors	
  from	
  social	
  networks	
  to	
  
join	
  your	
  Facebook	
  page.	
  
•  Build	
  PPC	
  search	
  campaigns	
  around	
  “last	
  
minute	
  gi_s”	
  with	
  special	
  landing	
  pages.	
  
Target	
  visits	
  to	
  these	
  landing	
  pages	
  with	
  
gi_	
  ideas.	
  
•  Use	
  the	
  abandoned	
  shopping	
  cart	
  
technique	
  combined	
  with	
  a	
  sweet	
  offer	
  
like	
  30%	
  off	
  to	
  complete.	
  
•  Test	
  different	
  offer	
  types:	
  %	
  off,	
  $	
  off,	
  free	
  
shipping	
  etc	
  and	
  tag	
  unique	
  LPs	
  with	
  
similar	
  offers	
  
@LisaRocksSEM
Chicago	
  |	
  November	
  12–16,	
  2012	
  |	
  #SESCHI	
  
IntegraCng	
  Channels:	
  Search	
  +	
  Display	
  +	
  Social	
  
•  RetargeEng	
  on	
  YouTube	
  
•  Cross-­‐PlaMorm	
  RetargeEng-­‐	
  
collect	
  users	
  YouTube	
  
•  Target	
  people	
  across	
  the	
  
Google	
  Display	
  Network	
  who	
  
watched	
  a	
  certain	
  video	
  on	
  
YouTube	
  or	
  subscribed	
  to	
  your	
  
YouTube	
  channel.	
  
•  If	
  someone	
  visited	
  your	
  site	
  
already,	
  checked	
  out	
  a	
  certain	
  
category,	
  or	
  even	
  a	
  certain	
  
product,	
  you	
  can	
  target	
  that	
  
person	
  as	
  they	
  browse	
  
YouTube.	
  
@LisaRocksSEM
Chicago	
  |	
  November	
  12–16,	
  2012	
  |	
  #SESCHI	
  
IntegraCng	
  channels:	
  Mobile	
  &	
  Local	
  
•  4	
  in	
  5	
  mobile/tablet	
  owners	
  will	
  use	
  the	
  devices	
  
to	
  aid	
  in	
  holiday	
  shopping	
  
•  1in3	
  mobile	
  searches	
  are	
  local	
  
•  Websites	
  we	
  can	
  expect	
  to	
  see	
  research	
  in	
  
product	
  reviews	
  or	
  features.	
  
•  Users	
  consuming	
  content	
  are	
  farther	
  from	
  the	
  
conversion,	
  so	
  focus	
  efforts	
  at	
  the	
  boYom	
  of	
  the	
  
funnel.	
  
•  Make	
  mobile	
  ads	
  acEonable	
  with	
  ad	
  extensions	
  
@LisaRocksSEM
Chicago	
  |	
  November	
  12–16,	
  2012	
  |	
  #SESCHI	
  
IntegraCng	
  Channels:	
  Apps	
  +	
  Shopping	
  
•  Cross promote
apps from website
•  Promote apps in
Adwords
Chicago	
  |	
  November	
  12–16,	
  2012	
  |	
  #SESCHI	
  
IntegraCng	
  channels:	
  Social	
  
@LisaRocksSEM
Chicago	
  |	
  November	
  12–16,	
  2012	
  |	
  #SESCHI	
  
Integration with
Facebook
Chicago	
  |	
  November	
  12–16,	
  2012	
  |	
  #SESCHI	
  
Integration with
Twitter
Chicago	
  |	
  November	
  12–16,	
  2012	
  |	
  #SESCHI	
  
Missed
opportunity?
Chicago	
  |	
  November	
  12–16,	
  2012	
  |	
  #SESCHI	
  
Missed
opportunity?
Chicago	
  |	
  November	
  12–16,	
  2012	
  |	
  #SESCHI	
  
Top	
  Tips	
  
1 Capture Consumer Demand: 54% of consumers will start holiday
shopping before Black Friday
2 Make Sure Your Brand is Top of Mind: 46% of consumers plan to
spend more time shopping around for gifts this year because of the
economy
3 Open Attribution Window: While consumers are researching early,
31% plan to do the majority of their holiday shopping in early/mid
December
4 Capture undecided holiday shoppers with search: 37% of consumers
say search is their go-to source for gift ideas, and 51% plan to
research online but buy in-store
5 Implement full coverage for mobile and tablet: 4 in 5 mobile/tablet
owners will use their device for holiday shopping, and mobile users
continue searching after Christmas	
  
1 Be consistent across channels
2 Integrate channels + platforms
3 Look for opportunities to promote
@LisaRocksSEM

More Related Content

More from Lisa Raehsler

PPC Quality Score Heroconf 2015 Lisa Raehsler
PPC Quality Score Heroconf 2015 Lisa RaehslerPPC Quality Score Heroconf 2015 Lisa Raehsler
PPC Quality Score Heroconf 2015 Lisa RaehslerLisa Raehsler
 
PPC In An Omni-Channel World Lisa Raehsler at SES San Francisco 2013
PPC In An Omni-Channel World Lisa Raehsler at SES San Francisco 2013PPC In An Omni-Channel World Lisa Raehsler at SES San Francisco 2013
PPC In An Omni-Channel World Lisa Raehsler at SES San Francisco 2013Lisa Raehsler
 
Using PPC To Increase ROAS For SMB LisaRaehsler at HeroConf 2013
Using PPC To Increase ROAS For SMB LisaRaehsler at HeroConf 2013Using PPC To Increase ROAS For SMB LisaRaehsler at HeroConf 2013
Using PPC To Increase ROAS For SMB LisaRaehsler at HeroConf 2013Lisa Raehsler
 
Social Ads Bootcamp 2013 Lisa Raehsler Zenith Conference
Social Ads Bootcamp 2013 Lisa Raehsler Zenith ConferenceSocial Ads Bootcamp 2013 Lisa Raehsler Zenith Conference
Social Ads Bootcamp 2013 Lisa Raehsler Zenith ConferenceLisa Raehsler
 
Social Media Ads Lisa Raehsler at Zenith Conference 2012
Social Media Ads Lisa Raehsler at Zenith Conference 2012Social Media Ads Lisa Raehsler at Zenith Conference 2012
Social Media Ads Lisa Raehsler at Zenith Conference 2012Lisa Raehsler
 
Beginners Guide PPC Lisa Raehsler SES NY 2012
Beginners Guide PPC Lisa Raehsler SES NY 2012Beginners Guide PPC Lisa Raehsler SES NY 2012
Beginners Guide PPC Lisa Raehsler SES NY 2012Lisa Raehsler
 
Mobile PPC Strategy Lisa Raehsler 2012
Mobile PPC Strategy Lisa Raehsler 2012Mobile PPC Strategy Lisa Raehsler 2012
Mobile PPC Strategy Lisa Raehsler 2012Lisa Raehsler
 
Google Remarketing Lisa Raehsler OMS 2011
Google Remarketing Lisa Raehsler OMS 2011Google Remarketing Lisa Raehsler OMS 2011
Google Remarketing Lisa Raehsler OMS 2011Lisa Raehsler
 
Micro-Targets, Privacy, and You- Lisa Raehsler- MnSEM
Micro-Targets, Privacy, and You- Lisa Raehsler- MnSEMMicro-Targets, Privacy, and You- Lisa Raehsler- MnSEM
Micro-Targets, Privacy, and You- Lisa Raehsler- MnSEMLisa Raehsler
 
Holiday Shopping Tactics-Lisa Raehsler-SES Chicago
Holiday Shopping Tactics-Lisa Raehsler-SES ChicagoHoliday Shopping Tactics-Lisa Raehsler-SES Chicago
Holiday Shopping Tactics-Lisa Raehsler-SES ChicagoLisa Raehsler
 

More from Lisa Raehsler (10)

PPC Quality Score Heroconf 2015 Lisa Raehsler
PPC Quality Score Heroconf 2015 Lisa RaehslerPPC Quality Score Heroconf 2015 Lisa Raehsler
PPC Quality Score Heroconf 2015 Lisa Raehsler
 
PPC In An Omni-Channel World Lisa Raehsler at SES San Francisco 2013
PPC In An Omni-Channel World Lisa Raehsler at SES San Francisco 2013PPC In An Omni-Channel World Lisa Raehsler at SES San Francisco 2013
PPC In An Omni-Channel World Lisa Raehsler at SES San Francisco 2013
 
Using PPC To Increase ROAS For SMB LisaRaehsler at HeroConf 2013
Using PPC To Increase ROAS For SMB LisaRaehsler at HeroConf 2013Using PPC To Increase ROAS For SMB LisaRaehsler at HeroConf 2013
Using PPC To Increase ROAS For SMB LisaRaehsler at HeroConf 2013
 
Social Ads Bootcamp 2013 Lisa Raehsler Zenith Conference
Social Ads Bootcamp 2013 Lisa Raehsler Zenith ConferenceSocial Ads Bootcamp 2013 Lisa Raehsler Zenith Conference
Social Ads Bootcamp 2013 Lisa Raehsler Zenith Conference
 
Social Media Ads Lisa Raehsler at Zenith Conference 2012
Social Media Ads Lisa Raehsler at Zenith Conference 2012Social Media Ads Lisa Raehsler at Zenith Conference 2012
Social Media Ads Lisa Raehsler at Zenith Conference 2012
 
Beginners Guide PPC Lisa Raehsler SES NY 2012
Beginners Guide PPC Lisa Raehsler SES NY 2012Beginners Guide PPC Lisa Raehsler SES NY 2012
Beginners Guide PPC Lisa Raehsler SES NY 2012
 
Mobile PPC Strategy Lisa Raehsler 2012
Mobile PPC Strategy Lisa Raehsler 2012Mobile PPC Strategy Lisa Raehsler 2012
Mobile PPC Strategy Lisa Raehsler 2012
 
Google Remarketing Lisa Raehsler OMS 2011
Google Remarketing Lisa Raehsler OMS 2011Google Remarketing Lisa Raehsler OMS 2011
Google Remarketing Lisa Raehsler OMS 2011
 
Micro-Targets, Privacy, and You- Lisa Raehsler- MnSEM
Micro-Targets, Privacy, and You- Lisa Raehsler- MnSEMMicro-Targets, Privacy, and You- Lisa Raehsler- MnSEM
Micro-Targets, Privacy, and You- Lisa Raehsler- MnSEM
 
Holiday Shopping Tactics-Lisa Raehsler-SES Chicago
Holiday Shopping Tactics-Lisa Raehsler-SES ChicagoHoliday Shopping Tactics-Lisa Raehsler-SES Chicago
Holiday Shopping Tactics-Lisa Raehsler-SES Chicago
 

Recently uploaded

CyberSecurity - Computers In Libraries 2024
CyberSecurity - Computers In Libraries 2024CyberSecurity - Computers In Libraries 2024
CyberSecurity - Computers In Libraries 2024Brian Pichman
 
IT Service Management (ITSM) Best Practices for Advanced Computing
IT Service Management (ITSM) Best Practices for Advanced ComputingIT Service Management (ITSM) Best Practices for Advanced Computing
IT Service Management (ITSM) Best Practices for Advanced ComputingMAGNIntelligence
 
March Patch Tuesday
March Patch TuesdayMarch Patch Tuesday
March Patch TuesdayIvanti
 
Extra-120324-Visite-Entreprise-icare.pdf
Extra-120324-Visite-Entreprise-icare.pdfExtra-120324-Visite-Entreprise-icare.pdf
Extra-120324-Visite-Entreprise-icare.pdfInfopole1
 
Stobox 4: Revolutionizing Investment in Real-World Assets Through Tokenization
Stobox 4: Revolutionizing Investment in Real-World Assets Through TokenizationStobox 4: Revolutionizing Investment in Real-World Assets Through Tokenization
Stobox 4: Revolutionizing Investment in Real-World Assets Through TokenizationStobox
 
LF Energy Webinar - Unveiling OpenEEMeter 4.0
LF Energy Webinar - Unveiling OpenEEMeter 4.0LF Energy Webinar - Unveiling OpenEEMeter 4.0
LF Energy Webinar - Unveiling OpenEEMeter 4.0DanBrown980551
 
TrustArc Webinar - How to Live in a Post Third-Party Cookie World
TrustArc Webinar - How to Live in a Post Third-Party Cookie WorldTrustArc Webinar - How to Live in a Post Third-Party Cookie World
TrustArc Webinar - How to Live in a Post Third-Party Cookie WorldTrustArc
 
Explore the UiPath Community and ways you can benefit on your journey to auto...
Explore the UiPath Community and ways you can benefit on your journey to auto...Explore the UiPath Community and ways you can benefit on your journey to auto...
Explore the UiPath Community and ways you can benefit on your journey to auto...DianaGray10
 
Top 10 Squarespace Development Companies
Top 10 Squarespace Development CompaniesTop 10 Squarespace Development Companies
Top 10 Squarespace Development CompaniesTopCSSGallery
 
Introduction to RAG (Retrieval Augmented Generation) and its application
Introduction to RAG (Retrieval Augmented Generation) and its applicationIntroduction to RAG (Retrieval Augmented Generation) and its application
Introduction to RAG (Retrieval Augmented Generation) and its applicationKnoldus Inc.
 
Graphene Quantum Dots-Based Composites for Biomedical Applications
Graphene Quantum Dots-Based Composites for  Biomedical ApplicationsGraphene Quantum Dots-Based Composites for  Biomedical Applications
Graphene Quantum Dots-Based Composites for Biomedical Applicationsnooralam814309
 
Novo Nordisk's journey in developing an open-source application on Neo4j
Novo Nordisk's journey in developing an open-source application on Neo4jNovo Nordisk's journey in developing an open-source application on Neo4j
Novo Nordisk's journey in developing an open-source application on Neo4jNeo4j
 
Flow Control | Block Size | ST Min | First Frame
Flow Control | Block Size | ST Min | First FrameFlow Control | Block Size | ST Min | First Frame
Flow Control | Block Size | ST Min | First FrameKapil Thakar
 
2024.03.12 Cost drivers of cultivated meat production.pdf
2024.03.12 Cost drivers of cultivated meat production.pdf2024.03.12 Cost drivers of cultivated meat production.pdf
2024.03.12 Cost drivers of cultivated meat production.pdfThe Good Food Institute
 
The Zero-ETL Approach: Enhancing Data Agility and Insight
The Zero-ETL Approach: Enhancing Data Agility and InsightThe Zero-ETL Approach: Enhancing Data Agility and Insight
The Zero-ETL Approach: Enhancing Data Agility and InsightSafe Software
 
How to release an Open Source Dataweave Library
How to release an Open Source Dataweave LibraryHow to release an Open Source Dataweave Library
How to release an Open Source Dataweave Libraryshyamraj55
 
Emil Eifrem at GraphSummit Copenhagen 2024 - The Art of the Possible.pptx
Emil Eifrem at GraphSummit Copenhagen 2024 - The Art of the Possible.pptxEmil Eifrem at GraphSummit Copenhagen 2024 - The Art of the Possible.pptx
Emil Eifrem at GraphSummit Copenhagen 2024 - The Art of the Possible.pptxNeo4j
 
3 Pitfalls Everyone Should Avoid with Cloud Data
3 Pitfalls Everyone Should Avoid with Cloud Data3 Pitfalls Everyone Should Avoid with Cloud Data
3 Pitfalls Everyone Should Avoid with Cloud DataEric D. Schabell
 
My key hands-on projects in Quantum, and QAI
My key hands-on projects in Quantum, and QAIMy key hands-on projects in Quantum, and QAI
My key hands-on projects in Quantum, and QAIVijayananda Mohire
 
How to become a GDSC Lead GDSC MI AOE.pptx
How to become a GDSC Lead GDSC MI AOE.pptxHow to become a GDSC Lead GDSC MI AOE.pptx
How to become a GDSC Lead GDSC MI AOE.pptxKaustubhBhavsar6
 

Recently uploaded (20)

CyberSecurity - Computers In Libraries 2024
CyberSecurity - Computers In Libraries 2024CyberSecurity - Computers In Libraries 2024
CyberSecurity - Computers In Libraries 2024
 
IT Service Management (ITSM) Best Practices for Advanced Computing
IT Service Management (ITSM) Best Practices for Advanced ComputingIT Service Management (ITSM) Best Practices for Advanced Computing
IT Service Management (ITSM) Best Practices for Advanced Computing
 
March Patch Tuesday
March Patch TuesdayMarch Patch Tuesday
March Patch Tuesday
 
Extra-120324-Visite-Entreprise-icare.pdf
Extra-120324-Visite-Entreprise-icare.pdfExtra-120324-Visite-Entreprise-icare.pdf
Extra-120324-Visite-Entreprise-icare.pdf
 
Stobox 4: Revolutionizing Investment in Real-World Assets Through Tokenization
Stobox 4: Revolutionizing Investment in Real-World Assets Through TokenizationStobox 4: Revolutionizing Investment in Real-World Assets Through Tokenization
Stobox 4: Revolutionizing Investment in Real-World Assets Through Tokenization
 
LF Energy Webinar - Unveiling OpenEEMeter 4.0
LF Energy Webinar - Unveiling OpenEEMeter 4.0LF Energy Webinar - Unveiling OpenEEMeter 4.0
LF Energy Webinar - Unveiling OpenEEMeter 4.0
 
TrustArc Webinar - How to Live in a Post Third-Party Cookie World
TrustArc Webinar - How to Live in a Post Third-Party Cookie WorldTrustArc Webinar - How to Live in a Post Third-Party Cookie World
TrustArc Webinar - How to Live in a Post Third-Party Cookie World
 
Explore the UiPath Community and ways you can benefit on your journey to auto...
Explore the UiPath Community and ways you can benefit on your journey to auto...Explore the UiPath Community and ways you can benefit on your journey to auto...
Explore the UiPath Community and ways you can benefit on your journey to auto...
 
Top 10 Squarespace Development Companies
Top 10 Squarespace Development CompaniesTop 10 Squarespace Development Companies
Top 10 Squarespace Development Companies
 
Introduction to RAG (Retrieval Augmented Generation) and its application
Introduction to RAG (Retrieval Augmented Generation) and its applicationIntroduction to RAG (Retrieval Augmented Generation) and its application
Introduction to RAG (Retrieval Augmented Generation) and its application
 
Graphene Quantum Dots-Based Composites for Biomedical Applications
Graphene Quantum Dots-Based Composites for  Biomedical ApplicationsGraphene Quantum Dots-Based Composites for  Biomedical Applications
Graphene Quantum Dots-Based Composites for Biomedical Applications
 
Novo Nordisk's journey in developing an open-source application on Neo4j
Novo Nordisk's journey in developing an open-source application on Neo4jNovo Nordisk's journey in developing an open-source application on Neo4j
Novo Nordisk's journey in developing an open-source application on Neo4j
 
Flow Control | Block Size | ST Min | First Frame
Flow Control | Block Size | ST Min | First FrameFlow Control | Block Size | ST Min | First Frame
Flow Control | Block Size | ST Min | First Frame
 
2024.03.12 Cost drivers of cultivated meat production.pdf
2024.03.12 Cost drivers of cultivated meat production.pdf2024.03.12 Cost drivers of cultivated meat production.pdf
2024.03.12 Cost drivers of cultivated meat production.pdf
 
The Zero-ETL Approach: Enhancing Data Agility and Insight
The Zero-ETL Approach: Enhancing Data Agility and InsightThe Zero-ETL Approach: Enhancing Data Agility and Insight
The Zero-ETL Approach: Enhancing Data Agility and Insight
 
How to release an Open Source Dataweave Library
How to release an Open Source Dataweave LibraryHow to release an Open Source Dataweave Library
How to release an Open Source Dataweave Library
 
Emil Eifrem at GraphSummit Copenhagen 2024 - The Art of the Possible.pptx
Emil Eifrem at GraphSummit Copenhagen 2024 - The Art of the Possible.pptxEmil Eifrem at GraphSummit Copenhagen 2024 - The Art of the Possible.pptx
Emil Eifrem at GraphSummit Copenhagen 2024 - The Art of the Possible.pptx
 
3 Pitfalls Everyone Should Avoid with Cloud Data
3 Pitfalls Everyone Should Avoid with Cloud Data3 Pitfalls Everyone Should Avoid with Cloud Data
3 Pitfalls Everyone Should Avoid with Cloud Data
 
My key hands-on projects in Quantum, and QAI
My key hands-on projects in Quantum, and QAIMy key hands-on projects in Quantum, and QAI
My key hands-on projects in Quantum, and QAI
 
How to become a GDSC Lead GDSC MI AOE.pptx
How to become a GDSC Lead GDSC MI AOE.pptxHow to become a GDSC Lead GDSC MI AOE.pptx
How to become a GDSC Lead GDSC MI AOE.pptx
 

Integrated Search, Social, and Display for Ecommerce Sites Lisa Raehsler at SES Chicago 2012

  • 1. Chicago  |  November  12–16   Integrated Search, Social and Display for Ecommerce Sites   Lisa  Raehsler   Big  Click  Co     Found/  SEM  Strategy  Consultant  
  • 2. Chicago  |  November  12–16,  2012  |  #SESCHI   Today   • Why  Integrated  markeEng?   • Shopping  behavior  trends   • Examples  of  integraEion     @LisaRocksSEM
  • 3. Chicago  |  November  12–16,  2012  |  #SESCHI   MulCple  Consumer  Paths   •  Selling  has  become  more  complicated:  Search,  Social,  Display   •  Shopping  behavior  has  changed   •  Integrated  markeEng  using  online  markeEng  plaMorms  and  channels  to  support  a  markeEng   goal   @LisaRocksSEM
  • 4. Chicago  |  November  12–16,  2012  |  #SESCHI   MulC-­‐Device  Owners  Plan  To  Purchase  Online  Across   Devices   •  Shoppers  are  presented  more  opprintuniEes,  adverEsers  have  more  challenges   @LisaRocksSEM
  • 5. Chicago  |  November  12–16,  2012  |  #SESCHI   Qualified  Conversion  Oriented  Traffic  Will  Come  From  A  Variety   Of  Sources   •  There  are  opportuniEes  to  integrate  these  channels  to  opEmize  conversions   @LisaRocksSEM • Search  results   • LocaEons  /  maps   • Product  lisEngs  /shopping   • Display   Search • Smartphones  /  Tablets   • LocaEons  /  maps   • Shopping  Apps   • Display   Mobile •  G+   •  FacebooK   •  TwiYer   •  YouTube   •  Pinterest   Social
  • 6. Chicago  |  November  12–16,  2012  |  #SESCHI   IntegraCng  channels:  All  +  Social   •  Broadcast  to  all  social  channels   @LisaRocksSEM Promo
  • 7. Chicago  |  November  12–16,  2012  |  #SESCHI   IntegraCng  channels:  Search  +  Social   •  Google  Adwords  and  Google+   •  Link  Google+  page  to  website   and  link  Adwords  to  Google+   page   @LisaRocksSEM
  • 8. Chicago  |  November  12–16,  2012  |  #SESCHI   IntegraCng  channels:  Display  +  Social   •  RetargeEng  ideas:   •  Target  site  visitors  from  social  networks  to   join  your  Facebook  page.   •  Build  PPC  search  campaigns  around  “last   minute  gi_s”  with  special  landing  pages.   Target  visits  to  these  landing  pages  with   gi_  ideas.   •  Use  the  abandoned  shopping  cart   technique  combined  with  a  sweet  offer   like  30%  off  to  complete.   •  Test  different  offer  types:  %  off,  $  off,  free   shipping  etc  and  tag  unique  LPs  with   similar  offers   @LisaRocksSEM
  • 9. Chicago  |  November  12–16,  2012  |  #SESCHI   IntegraCng  Channels:  Search  +  Display  +  Social   •  RetargeEng  on  YouTube   •  Cross-­‐PlaMorm  RetargeEng-­‐   collect  users  YouTube   •  Target  people  across  the   Google  Display  Network  who   watched  a  certain  video  on   YouTube  or  subscribed  to  your   YouTube  channel.   •  If  someone  visited  your  site   already,  checked  out  a  certain   category,  or  even  a  certain   product,  you  can  target  that   person  as  they  browse   YouTube.   @LisaRocksSEM
  • 10. Chicago  |  November  12–16,  2012  |  #SESCHI   IntegraCng  channels:  Mobile  &  Local   •  4  in  5  mobile/tablet  owners  will  use  the  devices   to  aid  in  holiday  shopping   •  1in3  mobile  searches  are  local   •  Websites  we  can  expect  to  see  research  in   product  reviews  or  features.   •  Users  consuming  content  are  farther  from  the   conversion,  so  focus  efforts  at  the  boYom  of  the   funnel.   •  Make  mobile  ads  acEonable  with  ad  extensions   @LisaRocksSEM
  • 11. Chicago  |  November  12–16,  2012  |  #SESCHI   IntegraCng  Channels:  Apps  +  Shopping   •  Cross promote apps from website •  Promote apps in Adwords
  • 12. Chicago  |  November  12–16,  2012  |  #SESCHI   IntegraCng  channels:  Social   @LisaRocksSEM
  • 13. Chicago  |  November  12–16,  2012  |  #SESCHI   Integration with Facebook
  • 14. Chicago  |  November  12–16,  2012  |  #SESCHI   Integration with Twitter
  • 15. Chicago  |  November  12–16,  2012  |  #SESCHI   Missed opportunity?
  • 16. Chicago  |  November  12–16,  2012  |  #SESCHI   Missed opportunity?
  • 17. Chicago  |  November  12–16,  2012  |  #SESCHI   Top  Tips   1 Capture Consumer Demand: 54% of consumers will start holiday shopping before Black Friday 2 Make Sure Your Brand is Top of Mind: 46% of consumers plan to spend more time shopping around for gifts this year because of the economy 3 Open Attribution Window: While consumers are researching early, 31% plan to do the majority of their holiday shopping in early/mid December 4 Capture undecided holiday shoppers with search: 37% of consumers say search is their go-to source for gift ideas, and 51% plan to research online but buy in-store 5 Implement full coverage for mobile and tablet: 4 in 5 mobile/tablet owners will use their device for holiday shopping, and mobile users continue searching after Christmas   1 Be consistent across channels 2 Integrate channels + platforms 3 Look for opportunities to promote @LisaRocksSEM