Search Marketing for the Holidays: Formic Media Seminar Series

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The following presentation provides tips for optimizing your website, shopping feeds and PPC campaigns for holiday shoppers.

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  • 2009 versus 2010, highest increase was shopping for self (+ 8%)
  • Before and up to Thanksgiving = more research, price comparison, looking for deals. Site traffic peaks around Black Friday & Cyber Monday.
  • It’s not all about buying all the time, there are many other reasons why consumers go online that can lead to sales indirectly.
  • SEO & PPC are the among the most effective tactics for generating/increasing conversions…this translates directly into sales (especially for eCommerce sites).I’m going to dig deeper into SEO tactics that can help prepare you for the holidays.
  • PPC advertising can be very effective in the following verticals,with the vast majority of advertisers (from a survey of 2,194 search marketers) finding PPC to be “very effective” to “somewhat effective” at attaining their marketing objectives.
  • Mention Ad Text wrapping…
  • Coremetrics Benchmark. Data in this report is based on Coremetrics Benchmark, whichcaptures online marketing results and commerce data from more than 500 contributing U.S. retailers.
  • While consumer attention spans may be down, their willingness to spend online is up. Average order value is up strongly year over year, from a low of roughly $120 in June2008 to more than $190 in May 2010.
  • If Call to Action buttons on “good” landing page were green or red – this would be doing everything we’d want it to do from an attention standpoint.
  • Google Product Search is the consumer side of ecommerce. Google Merchant Center is the seller side.
  • All optimization tips are geared towards Google Products, since it’s free. But tips are very applicable to other CSEs.
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