Maximize Your SEM Sales: 2013 Holiday Calendar for Retailers


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At NetElixir we’ve done the research and created a unique 2013 Holiday Calendar. The calendar is a must have for all holiday retailers and will help you pre-plan your digital marketing initiatives, which:

•Doubles up as holiday online sales heat map (when will holiday shopping spike, etc.)
•Estimates Y/Y increase in Cost Per Click for Adwords campaign.
•Spells out day-wise sales promotions that may have the greatest impact on SEM Sales.

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Maximize Your SEM Sales: 2013 Holiday Calendar for Retailers

  1. 1. 1 Maximize Your Holiday SEM Sales: 2013 Holiday Calendar for Retailers
  2. 2. About NetElixir University • NetElixir University was launched in 2012 with a vision of “democratizing the digital marketing industry through exceptional knowledge and expertise sharing.” • Through monthly webinars and an annual seminar, we hope to Provide the tools & knowledge to help people become better search marketers. 2 Join our LinkedIn group: NetElixir University Questions? Tweet with #NetElixirU and we’ll answer them for you!
  3. 3. 3 About Udayan Bose • Founder & CEO, NetElixir,Inc. • Founded (PartyGaming, Plc). • Guest Lecturer: • Johnson School of Management, Cornell University. • City University of New York, Baruch. • Indian School of Business. @udayanbose
  4. 4. 4 What is the SEM Holiday Calendar? • Highlights key online shopping dates for this year. • Day-wise forecast of competitive intensity for paid search advertising. • Day-wise forecast of Y/Y CPC inflation.
  5. 5. 5  Since August 2008 NetElixir Retail Intelligence Lab has been conducting ongoing research on Search Trends and Ecommerce metrics for 32 large & mid-size retailers.  We have analyzed hourly data and captured the minutest of details related to search marketing sales, for this period.  Our holiday research has been published in the New York Times & Time. How NetElixir builds its Holiday Calendar
  6. 6. NetElixir Holiday SEM Calendar 2013 6 Thurs Fri Sat Sun Mon Tue Wed 11/ 28 11/ 28 11/29 11/30 12/1 12/2 12/3 12/4 12/5 12/6 12/7 12/8 12/9 12/10 12/11 12/12 12/13 12/14 12/15 12/16 12/17 12/18 12/19 12/20 12/21 12/22 12/23 12/24 12/25 Shortest runway to Christmas since 2002! Expect more intense competition for “online shopper dollars” than any previous year. • Black Friday promotions will start from noon on Thanksgiving Day. • Expect more frequent promo changes by larger retailers. (The “Variety Effect”). • Recommend “go local strategy” from 12/21-12/23. • Forecasted Y/Y CPC increase: (Red) = 50%+; (Orange) = 30%+; (Yellow)=25%+.
  7. 7. 3 Strategies for Maximizing Holiday SEM Sales 7  Analyze search traffic and conversion trends for 2011 and 2012 holidays. Use NetElixir holiday calendar plus historical data analysis to build a day-wise SEM Plan.  Track “SEM Revenue/SEM Clicks” per state and use that for geo-specific budget allocation.  Use Channel Efficiency Dashboard to keep a tab on daily performance vs. pre-defined targets.
  8. 8. Traffic Pattern Analysis (Consumer Electronics) 8 3 days 3 days • Black Friday weekend sales now starts before Thanksgiving. • Plan to tap into post Christmas sales spike.
  9. 9. 9 SEM Revenue/ SEM Click (per state) Consider Revenue/Click/geo for efficient budget allocation
  10. 10. The Channel Efficiency Dashboard 10 Channels Unique visitors Orders Revenue Cost Revenue/Cost (ROAS) Revenue/ Orders (AOV) Orders/ Unique Visitors (Conversion Rate) % Revenue (new visitors)/ Total Revenue SEM SEO CSE SMM Affiliate EMail Key Metrics Key Performance Indicators How to Use the channel efficiency dashboard? • Set baseline numbers for KPI’s and key metrics • Daily Performance Alerts: - 10%+ baseline: Star (Green) - (-10%) – (9.99%) baseline: Aspirant (Yellow) - greater than -10% deviation from baseline: Laggard (Red)
  11. 11. Summary 11  Apply NetElixir Holiday Marketing Calendar to Pre-Plan Daily SEM Sales & Spend.  Use Revenue/Click to build geo-targeted campaigns.  Keep your holiday marketing plan on track using NetElixir Channel Efficiency Dashboard.
  12. 12. A DIY AdWords Audit Tool for all attendees! 12 Make sure your Paid Search campaigns are optimized for the holiday season! Conduct a FREE 6-point audit of your AdWords account.
  13. 13. Thank you! 13 To request NetElixir’s Holiday Marketing Calendar template, tweet @NetElixir or email Spread the love! Tweet about our webinar! #NetElixirU 23,932 small businesses from 171 countries have benefitted from our FREE SEO & SEM tools at Have You?