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eCommerce 2014 Holiday Planning for Slackers

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Did you wait until the very last minute to start planning your 2014 holiday marketing campaigns? (slacker!) Or maybe the holiday just snuck up on you and now you're staring Black Friday square in the face with only 10 days to go. I'll cover 5 (and a half) things that you still have left to do with your ecommerce paid search campaigns.

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eCommerce 2014 Holiday Planning for Slackers

  1. 1. › Founded in 2002 › Seattle-based digital marketing agency › PPC, SEO, Analytics, Display, Paid Social, Full Creative Services › Award winning agency › US Search Award: Best PPC Campaign 2014 › PSAMA Pulse Award Winner 2014 › $40M+ in managed media each year › Servicing clients across all verticals and revenue models 2 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  2. 2. (Crazy) traveler Runner / CrossFit Family Director SEM
  3. 3. › Looking back before you look forward › What to Measure: KPIs › The 5 things you still have time to do for holiday: › Mobile › Keyword Audit (Close Variant Matching) 4 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  4. 4. Looking back before you look forward # of Days you have to prep for Black Friday 5 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  5. 5. Looking back before you look forward # of Days Between Black Friday & Christmas 6 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  6. 6. Source: @jmgagnon Bing Ads PPC for the Holidays : http://ow.ly/Dwkd3 7 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  7. 7. Source: ThinkWithGoogle http://ow.ly/Dv3qr 8 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  8. 8. 9 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  9. 9. Create YoY Comp Calendars so you can explain spikes in KPIs 10 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  10. 10. Mon Tues Wed Thurs Fri Sat Sun 17 18 19 20 21 22 23 Pre-Thanksgiving Early Bird Sale 24 25 26 27 28 29 30 Start BF Ads Remove BF Ads BF Door Buster Sale: 10 pm – 2 pm 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 11 @ChristiJOlson #StateOfSearch #HolidayPlayBook Thanksgiving Black Friday Cyber Monday Free Shipping Day Christmas Boxing Day Free Standard Shipping by Xmas Overnight Guaranteed Delivery by Xmas 2day Shipping Delivery by Xmas Begin 10 Days of Christmas Advent Calendar B1G1 50% OFF Monday 5 pm – Friday 5 pm In Store: 20% Off w/Gift Receipt Free Shipping Boxing Day REMOVE Xmas Ads Start Cyber Monday & Xmas Ads Plan ahead with a promo calendar
  11. 11. “20% of site sales and more than 43% of site traffic will come from mobile devices this Holiday” IBM Holiday Survey 12 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  12. 12. Smartphone owners plan to use device for shopping this Holiday Black Friday & Cyber Monday Sales came from Mobile Devices in 2013. +50% Growth YoY 13 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  13. 13. What To Run On. Top Keywords! When to Run. AT THE VERY MINIMUM – Black Weekend starting on Thanksgiving and the last shopping week of the season Where To Be: 1st or 2nd Position Wins it All What to Say: - Keep it simple – 2 second rule! CTA + Offer - Buy from your phone, in-stock now, include price, indicate how long it takes to ship Remember that Google is now dropping that 2nd line of copy on mobile to show extensions! 14 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  14. 14. An Elf walked into a bar…, bars, beer garden, lounge, night club, tavern, pub, hangout hole, mini bar, bar stool, bar exam, barre….. Variants include: misspellings, singular/plural forms, stemmings, accents and abbreviations 15 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  15. 15. 1. Ambiguous And Branded Keywords To Be Most Impacted 2. Close Variants matter more on Mobile Devices 3. In a nutshell, an efficient negative keyword strategy is getting more crucial now than ever. 16 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  16. 16. In Adwords, Go to Keywords  Select Details Dropdown and  Search Terms “All” (or you could just preselect exact/phrase match)  Download Report Put it into a Pivot Table and evaluate KPIs Match Type Impressions Clicks CTR CPC Cost CVR Conversions Revenue ROAS broad 92,954 8,299 8.9% $ 0.35 $ 2,904 1.1% 92 $ 11,714 4.03 exact 709,464 25,296 3.6% $ 0.25 $ 6,372 2.0% 513 $ 48,887 7.67 exact (close variant) 6,834 613 9.0% $ 0.35 $ 212 1.0% 6 $ 710 3.34 phrase 8,000 1,574 19.7% $ 0.30 $ 467 1.7% 27 $ 2,919 6.25 phrase (close variant) 1,863 436 23.4% $ 0.30 $ 132 0.9% 4 $ 261 1.97 17 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  17. 17. Exact Keywords Exact Match Negative Phrase Phrase Keywords Exact Match Negative Exact Negative Phrase Broad & Modified Broad Phrase & Exact Match Negative Phrase Negative Broad* (single words only!) 18 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  18. 18. Nobody reads ads. People read what interests them. - Howard Gossage 19 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  19. 19. Count Down Customizer Countdown Script Automates a count down of Days and Hours in your ad copy. Business Data Customizers 20 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  20. 20. Count Down Customizer Countdown Script Automates a count down of Days and Hours in your ad copy. Business Data Customizers 21 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  21. 21. Count Down Customizer Countdown Script Automates a count down of Days and Hours in your ad copy. Business Data Customizers 22 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  22. 22. (=COUNTDOWN(“mm/dd/yyyy hh:mm:ss”, “xx”, x)) Required Date & Time can be adjusted for International standards. I.E. MM/DD/YYYY vs DD/MM/YYYY If you are localizing for international markets you need to use Language Code. It will automatically translate “Days”, “Hours” into the correct language 23 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  23. 23. Examples: • BF Pricing ends in X! • X left for Free Shipping! • X to buy before Christmas! Why your ads might be rejected or not showing? • Copy exceeds Description or Title character limits • Promo has ended, so the ad stops displaying. 24 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  24. 24. Give the customers more relevant information – it’s better for conversion! 25 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  25. 25. Seller Rating Review Callout Social Annotation Sitelinks Location Google “Mega” Ad Bing RAIS Mobile Click-to-Call 26 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  26. 26. http://www.pointit.com/ad-extensions/ 27 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  27. 27. If you have 100 visitors to your site and 3 convert…97 didn’t. It’s easier to get 1 more of those 97 to convert than it is find 33 more potentially qualified customers. -Katy Tonkin (@katytonkin) doing amazing math! 28 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  28. 28. 29 @ChristiJOlson #StateOfSearch #HolidayPlayBook Specific Pages Converters Abandons Bid Up, Customize Message & Landing Page, Serve Ads On Upper Funnel Terms
  29. 29. RLSA SERP • Define audience list • Copy top ad groups into new campaign(s) • Add audience list • Set copy, bids, other targeting Dynamic Remarketing GDN • Tag Site (for Dynamic Remarketing) • Create campaign • Add remarketing list • Create Dynamic Ads Audience Remarketing GDN • Define Lists • Create campaings • Add remarketing lists • Load creatives 30 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  30. 30. RLSA SERP • Define audience list • Copy top ad groups into new campaign(s) • Add audience list • Set copy, bids, other targeting You can still do this! Dynamic Remarketing GDN • Tag Site (for Dynamic Remarketing) • Create campaign • Add remarketing list • Create Dynamic Ads Audience Remarketing GDN • Define Lists • Create campaings • Add remarketing lists • Load creatives 31 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  31. 31. 32 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  32. 32. 33 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  33. 33. 34 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  34. 34. 35 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  35. 35. Remove “Purchasers” from the targeting specific product ads so that you aren’t showing them a product they already bought online. Instead use the Purchasers segment to x-sell products. Frequency Caps: 15-20 views per month Burning: Don’t be overly annoying. Remove customers that haven’t purchased after 30 days 36 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  36. 36. “Using the new flexible bid strategies makes me feel icky and dirty…” @maddiecary 37 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  37. 37. 38 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  38. 38. 39 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  39. 39. 40 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  40. 40. Mirror a campaign with this strategy in it… 41 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  41. 41. Scripts. They aren’t as scary as people make them out to be! 42 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  42. 42. “If you can Copy & Paste you can use pre-written scripts” – SMX Advanced Frederick Vallaeys (@siliconvallaeys) 43 @ChristiJOlson #StateOfSearch #HolidayPlayBook
  43. 43. Q&A Thank you! Christi Olson | christio@pointit.com

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