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Search Engine Marketing  <ul><li>Site:  http://www.schipul.com </li></ul><ul><li>Blog:  http://www.thesemblog.com </li></u...
<ul><li>Important Dates </li></ul><ul><li>Special Coupons & Promotions </li></ul><ul><li>Pay-Per-Click (PPC) campaigns </l...
Planning MAKES A DIFFERENCE <ul><li>Source: comScore </li></ul>
<ul><li>Source: Google AdWords Seasonality Trends 2009 </li></ul>Q3 / Q4 Critical Periods
<ul><li>Source: Google AdWords Seasonality Trends 2009 </li></ul>November
<ul><li>Source: Google AdWords Seasonality Trends 2009 </li></ul>December
<ul><li>Source: Google AdWords Seasonality Trends 2009 </li></ul>Q1 / Q2 Critical Periods
<ul><li>Source: Google AdWords Seasonality Trends 2009 </li></ul>January
<ul><li>Source: Google AdWords Seasonality Trends 2009 </li></ul>February
<ul><li>Source: Google AdWords Seasonality Trends 2009 </li></ul>March
<ul><li>Source:  http://googleretail.blogspot.com/   </li></ul>Campaign Opportunities
Campaigns <ul><li>Research Your Target Market </li></ul><ul><li>Select mediums for promotion </li></ul><ul><li>Select prom...
How to Target Your Market <ul><li>Google Trends & Insights </li></ul><ul><li>Coupons </li></ul><ul><li>Promotions - Promos...
Select Channels <ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>Newsletter </li></ul><ul><li>Blog </li></ul><...
Google: Paid Ads
Ad Campaign Set-Up <ul><li>If possible, put the promotional keyword in the Title </li></ul><ul><li>Use discount amount or ...
Monitor & Tweak Campaign
Facebook <ul><li>FaceBook Ads </li></ul><ul><li>Facebook Notes </li></ul><ul><li>Build Fan Pages </li></ul><ul><li>Holiday...
Newsletters <ul><li>Open House </li></ul><ul><li>Gift Memberships </li></ul><ul><li>Holiday Events </li></ul><ul><li>Speci...
Analytics Research <ul><li>Use analytics to search highest bounce rate and exit pages and review search phrases to correct...
Benefits of SEM <ul><li>Build brand awareness online </li></ul><ul><li>Increase sales/leads/contacts </li></ul><ul><li>Eas...
Track Your Success <ul><li>Traffic increase? </li></ul><ul><li>Paid placement:  conversions </li></ul><ul><li>Is the phone...
Let’s Review <ul><li>Determine promotional specials or incremental increases </li></ul><ul><li>Target special phrases </li...
Search Engine Marketing Schipul – The Web Marketing Company Resources:  www.google.com/insights http://googleretail.blogsp...
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Holiday Marketing Planning with SEM

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Plan online Holiday promotions and campaigns to incentivise traffic, leads and sales using SEO, PPC and promotional offers. Understand critical planning dates for holidays.

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  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Transcript of "Holiday Marketing Planning with SEM"

    1. 1. Search Engine Marketing <ul><li>Site: http://www.schipul.com </li></ul><ul><li>Blog: http://www.thesemblog.com </li></ul>Search Engine Marketing Holiday Trends
    2. 2. <ul><li>Important Dates </li></ul><ul><li>Special Coupons & Promotions </li></ul><ul><li>Pay-Per-Click (PPC) campaigns </li></ul><ul><li>Multi-Channel </li></ul><ul><li>Measuring your success </li></ul>TODAY WE’LL COVER
    3. 3. Planning MAKES A DIFFERENCE <ul><li>Source: comScore </li></ul>
    4. 4. <ul><li>Source: Google AdWords Seasonality Trends 2009 </li></ul>Q3 / Q4 Critical Periods
    5. 5. <ul><li>Source: Google AdWords Seasonality Trends 2009 </li></ul>November
    6. 6. <ul><li>Source: Google AdWords Seasonality Trends 2009 </li></ul>December
    7. 7. <ul><li>Source: Google AdWords Seasonality Trends 2009 </li></ul>Q1 / Q2 Critical Periods
    8. 8. <ul><li>Source: Google AdWords Seasonality Trends 2009 </li></ul>January
    9. 9. <ul><li>Source: Google AdWords Seasonality Trends 2009 </li></ul>February
    10. 10. <ul><li>Source: Google AdWords Seasonality Trends 2009 </li></ul>March
    11. 11. <ul><li>Source: http://googleretail.blogspot.com/ </li></ul>Campaign Opportunities
    12. 12. Campaigns <ul><li>Research Your Target Market </li></ul><ul><li>Select mediums for promotion </li></ul><ul><li>Select promotional phrases </li></ul><ul><li>Build campaigns and budget </li></ul><ul><li>Resources calendar including end of campaign wrap-up </li></ul>
    13. 13. How to Target Your Market <ul><li>Google Trends & Insights </li></ul><ul><li>Coupons </li></ul><ul><li>Promotions - Promos </li></ul><ul><li>Discounts </li></ul><ul><li>Free Shipping </li></ul><ul><li>Free Gift offers </li></ul><ul><li>Gift ideas </li></ul><ul><li>Open House </li></ul><ul><li>Call out promotions & ease navigation </li></ul>
    14. 14. Select Channels <ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>Newsletter </li></ul><ul><li>Blog </li></ul><ul><li>Image Search </li></ul><ul><li>Video Search </li></ul><ul><li>Product Search </li></ul><ul><li>Online Coupons </li></ul><ul><li>Radio Call-out </li></ul>
    15. 15. Google: Paid Ads
    16. 16. Ad Campaign Set-Up <ul><li>If possible, put the promotional keyword in the Title </li></ul><ul><li>Use discount amount or pricing when available </li></ul><ul><li>Raise budget at peak times </li></ul>
    17. 17. Monitor & Tweak Campaign
    18. 18. Facebook <ul><li>FaceBook Ads </li></ul><ul><li>Facebook Notes </li></ul><ul><li>Build Fan Pages </li></ul><ul><li>Holiday Parties - Events </li></ul>Source: http://insidefacebook.com
    19. 19. Newsletters <ul><li>Open House </li></ul><ul><li>Gift Memberships </li></ul><ul><li>Holiday Events </li></ul><ul><li>Special Deals </li></ul>
    20. 20. Analytics Research <ul><li>Use analytics to search highest bounce rate and exit pages and review search phrases to correct. </li></ul><ul><li>Research Average Orders – If average order is $100, run promotion encouraging $125 of spend with special offer. Incrementally increases sales. </li></ul>
    21. 21. Benefits of SEM <ul><li>Build brand awareness online </li></ul><ul><li>Increase sales/leads/contacts </li></ul><ul><li>Easy to measure and track ROI </li></ul>
    22. 22. Track Your Success <ul><li>Traffic increase? </li></ul><ul><li>Paid placement: conversions </li></ul><ul><li>Is the phone ringing? </li></ul><ul><li>Are SALES increasing? </li></ul><ul><li>Set Goals prior to campaign </li></ul>
    23. 23. Let’s Review <ul><li>Determine promotional specials or incremental increases </li></ul><ul><li>Target special phrases </li></ul><ul><li>Keep a healthy offline and online balance </li></ul><ul><li>Watch and tweak your campaign </li></ul>
    24. 24. Search Engine Marketing Schipul – The Web Marketing Company Resources: www.google.com/insights http://googleretail.blogspot.com/ Web Site: www.schipul.com Blog: www.thesemblog. com
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