Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to Forecast and Plan The Holiday Season By Sophie Newton

7,878 views

Published on

From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Holiday Shopping & Search Success. PRESENTATION: How to Forecast and Plan The Holiday Season - Given by Sophie Newton, @brainlabs, Partner, Head of Innovation - Brainlabs. #SMX #32D

Published in: Retail
  • Be the first to comment

How to Forecast and Plan The Holiday Season By Sophie Newton

  1. 1. #SMX #32D @Brainlabs Four tactics to maximize holiday sales How to forecast and plan for the holiday season
  2. 2. #SMX #32D @Brainlabs §  Studied math at Oxford University §  Director at Brainlabs, the fastest growing UK digital agency §  We do all things biddable Hi there, I’m Sophie from Brainlabs!
  3. 3. #SMX #32D @Brainlabs The holiday season is important.
  4. 4. #SMX #32D @Brainlabs For paid search think about both message and spend. #SMX #32D @Brainlabs We need to plan and forecast.
  5. 5. #SMX #32D @Brainlabs And also think about technology; humans can’t do everything.
  6. 6. #SMX #32D @Brainlabs Hourly Tracking URL Checking Bulk Sale Ads Tool Budget Modelling
  7. 7. #SMX #32D @Brainlabs of holiday shoppers started buying in October Look at the run-up as well as the holidays 25%
  8. 8. #SMX #32D @Brainlabs Look at the run-up as well as the holidays 48% Before Cyber Monday of holiday shoppers had done most of their shopping
  9. 9. #SMX #32D @Brainlabs §  Black Friday sales peak in the morning §  Cyber Monday sales peak in the evening Look at hourly data Source: IBM Digital Analytics Benchmark
  10. 10. #SMX #32D @Brainlabs Look at devices Smartphone and tablet traffic was of online traffic in 2014. Up from 41% in 2013. 53%
  11. 11. #SMX #32D @Brainlabs Look at devices 27.9% Last Black Friday in the US of online sales came from mobile
  12. 12. #SMX #32D @Brainlabs §  Use all your data to work out when to spend your budget to best effect Basic Budget Modelling Hour of Day Device Day Product LineBudget Location
  13. 13. #SMX #32D @Brainlabs §  How can we use technology to improve our budget model? Taking this to the next level...
  14. 14. #SMX #32D @Brainlabs Google Prediction API Insert Predict Update
  15. 15. #SMX #32D @Brainlabs Connecting the AdWords API to the Prediction API allows the forecast to change as the facts change.
  16. 16. #SMX #32D @Brainlabs Connecting the AdWords API to the Prediction API allows the forecast to change as the facts change.
  17. 17. #SMX #32D @Brainlabs Connecting the AdWords API to the Prediction API allows the forecast to change as the facts change.
  18. 18. #SMX #32D @Brainlabs Connecting the AdWords API to the Prediction API allows the forecast to change as the facts change.
  19. 19. #SMX #32D @Brainlabs Connecting the AdWords API to the Prediction API allows the forecast to change as the facts change.
  20. 20. #SMX #32D @Brainlabs Connecting the AdWords API to the Prediction API allows the forecast to change as the facts change.
  21. 21. #SMX #32D @Brainlabs Budget Modelling URL Checking Bulk Sale Ads Tool Hourly Tracking
  22. 22. #SMX #32D @Brainlabs §  Start with a basic hourly cost and sales email to keep on top of things The facts can change hour to hour
  23. 23. #SMX #32D @Brainlabs §  Compare spend relative to historical hourly data to see if we are on track Track against historical data
  24. 24. #SMX #32D @Brainlabs §  Group tracking by account, or even by campaigns and keywords to easily watch for anomalies Look for anomalies on an hourly basis
  25. 25. #SMX #32D @Brainlabs Budget Modelling Hourly Tracking Bulk Sale Ads Tool URL Checking
  26. 26. #SMX #32D @Brainlabs Don’t waste money on broken links URL Checking
  27. 27. #SMX #32D @Brainlabs URL Checking – not just broken links! Green Shirt – Size 12 Sorry – none in stock! A lovely shirt made of finest verdant lorem ipsum, lined with dolor sit amit. Machine washable. Plain Green Shirt $30 2 results found for ‘green shirt’ Plainer Green Shirt $36 §  Stock levels §  Product depth 12%
  28. 28. #SMX #32D @Brainlabs Big Red Button @Brainlabs#SMX #32D
  29. 29. #SMX #32D @Brainlabs Budget Modelling Hourly Tracking URL Checking Bulk Sale Ads Tool
  30. 30. #SMX #32D @Brainlabs §  Use automation to pause ads when their time is up. §  Don’t forget to update §  landing pages too! Messaging – Stay Up-To-Date @Brainlabs#SMX #32D
  31. 31. #SMX #32D @Brainlabs Bulk Sale Ads Tool Before sale During sale After sale •  We made a tool to label and pause non-sale ads while a sale is on. •  The tool unpauses non-sale ads after the sale.
  32. 32. #SMX #32D @Brainlabs Use Parameters and Customizers § Update ads without the hassle of replacing them. § Use accurate values for each product line. § Combine with countdowns for urgency
  33. 33. #SMX #32D @Brainlabs §  Prediction API Spreadsheet https://docs.google.com/spreadsheets/d/ 1iB07Uz88nnRqKwhooN7mra5iEkYomCw7Z8XGc8fodTk/edit#gid=10 §  24/7 Bidding (now with mobile and shopping!) http://searchengineland.com/247-bidding-going-mobile-100-shopping-223943 §  Bid to position in real time http://www.brainlabsdigital.com/blog/adwords-script-real-time-position-bidding/ §  How fast does your AdWords data update? http://www.brainlabsdigital.com/blog/real-time-bidding-adwords/ §  Broken URL checker https://econsultancy.com/blog/64979-adwords-scripts-scan-your-landing-pages-and- put-an-end-to-errors/ DIY: Open source solutions
  34. 34. #SMX #32D @Brainlabs THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

×