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Client Logo 
How Yahoo! Does Merchandising & 
Search Marketing For The Holidays 
PRESENTED BY Jon Lautenschlager, Yahoo 
Y...
‘Tis the season 
October November 
40% 119% 47% 
Shoppers who will have started 
shopping by October 
Yahoo 2013 Confident...
Client Logo 
Prepare for the holidays 
1. Complete health checks early 
2. Draw shoppers with strong messages 
3. Plan for...
Client Logo 
Set clear weekly goals, five weeks out 
• Quality Score Analysis 
• Top Keyword Analysis 
Week 1: 
Build good...
Client Logo 
Health checks: Key take-aways 
1 2 3 
BUILD QUALITY 
SCORE WITH 
RELEVANT 
CONTENT 
PERFORM 
COVERAGE AUDITS ...
Client Logo 
Prepare for the holidays 
1. Complete health checks early 
2. Draw shoppers with strong messages 
3. Plan for...
Shoppers are looking for value 
Source: Yahoo & Microsoft internal data. 
Yahoo 2014 Confidential & Proprietary. 7
Develop ad copy that resonates 
Ad Description 
"Brands" 
"Deals" "Products" % Off 
Brand 
Name 
Call To 
Action 
Cheap/ 
...
Adopt ad extensions to increase 
footprint and engagement 
Sitelink 
Extensions 
+14% CTR 
Adding 
Location 
Extensions 
+...
Ad copy: Key take-aways 
1 2 3 
TIMELY PROMOTIONS 
& RELEVANT 
CONTENT MAKE ADS 
COMPELLING 
ADOPT AD 
EXTENSIONS 
ACROSS ...
Prepare for the holidays 
1. Complete health checks early 
2. Draw shoppers with strong messages 
3. Plan for key shopping...
The top shopping days continue to grow 
17% 18% 
15% 
29% 
35% 
30% 
25% 
20% 
15% 
10% 
5% 
0% 
250% 
200% 
150% 
100% 
5...
You have to be in it to win it 
Adjust budgets to keep campaigns online 
throughout key shopping days 
• Thanksgiving sale...
Target the mainline 
89% higher clicks 
and 12X higher CTR 
On average in the 
mainline compared to 
the side bar within t...
112 
106 
124 
97 
89 
97 
77 
Search users have increased mobile usage 
Monday 
Tuesday 
Wednesday 
Thursday 
Friday 
Sat...
Shopping doesn’t stop after the holidays 
2 in 5 
47% 
Plan to buy gifts after the holidays 
Source: Experian.com, 2014. 
...
Bids & Budget: Key take-aways 
1 2 3 
KNOW KEY 
SHOPPING DATES, 
ALIGN PROPER 
BIDS AND BUDGETS 
HAVE A DISTINCT 
MOBILE S...
Green 
Monday 
(Dec. 8) 
Thanksgiving (Nov. 27) 
Black 
Friday 
(Nov. 28) 
Cyber 
Monday 
(Dec. 1) 
End of year 
sales! 
S...
Client Logo 
Thank You! 
Jon Lautenschlager 
jonl@yahoo-inc.com 
Yahoo 2013 Confidential & Proprietary. Do not share or di...
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How Yahoo! Does Merchandising & Search Marketing for the Holidays By Jon Lautenschlager

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From the SMX East 2014 Conference in New York City, NY. SESSION: Merchandising & Search Marketing For The Holidays . PRESENTATION: How Yahoo! Does Merchandising & Search Marketing for the Holidays - Given by Jon Lautenschlager, @YahooAdBuzz, Senior Creative Strategist - Yahoo. #SMX #31D

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How Yahoo! Does Merchandising & Search Marketing for the Holidays By Jon Lautenschlager

  1. 1. Client Logo How Yahoo! Does Merchandising & Search Marketing For The Holidays PRESENTED BY Jon Lautenschlager, Yahoo Yahoo 2013 Confidential & Proprietary. Do not share or distribute 1
  2. 2. ‘Tis the season October November 40% 119% 47% Shoppers who will have started shopping by October Yahoo 2013 Confidential & Proprietary. Do not share or distribute Client Logo End of year sales! Free Shipping Day (Dec. 15) January Shoppers who will take advantage of post holiday sales Green Monday (Dec. 8) Thanksgiving (Nov. 27) Black Friday (Nov. 28) Cyber Monday (Dec. 1) December Click spike on core shopping days compared daily average for the quarter Yahoo 2014 Confidential & Proprietary. 2
  3. 3. Client Logo Prepare for the holidays 1. Complete health checks early 2. Draw shoppers with strong messages 3. Plan for key shopping dates Yahoo 2013 Confidential & Proprietary. Do not share or distribute 3
  4. 4. Client Logo Set clear weekly goals, five weeks out • Quality Score Analysis • Top Keyword Analysis Week 1: Build good quality • Match Type Analysis • Missing components • De-dupe accounts Week 2 – 3: Fill the gaps • Search Query Expand • Search Query Negatives Week 4: Expand coverage • Ad Copy • Bids and budgets Week 5: Drive conversions Yahoo 2013 Confidential & Proprietary. Do not share or distribute 4
  5. 5. Client Logo Health checks: Key take-aways 1 2 3 BUILD QUALITY SCORE WITH RELEVANT CONTENT PERFORM COVERAGE AUDITS TO RUN AT FULL CAPACITY TEST COMPELLING AD COPY AND ALIGN PROPER BIDS AND BUDGETS Yahoo 2013 Confidential & Proprietary. Do not share or distribute 5
  6. 6. Client Logo Prepare for the holidays 1. Complete health checks early 2. Draw shoppers with strong messages 3. Plan for key shopping dates Yahoo 2013 Confidential & Proprietary. Do not share or distribute 6
  7. 7. Shoppers are looking for value Source: Yahoo & Microsoft internal data. Yahoo 2014 Confidential & Proprietary. 7
  8. 8. Develop ad copy that resonates Ad Description "Brands" "Deals" "Products" % Off Brand Name Call To Action Cheap/ Affordable Compare Discount/ Bargains DKI Fast Online Param Insertion Price/ Pricing Products Save/ Savings Style/ Type Superlative Ad Title "Brands" "Deals" "Products" % Off Brand Name Call To Action Cheap/Affordable Compare Discount/Bargains DKI Fast Online Param Insertion Price/Pricing Products Save/Savings Style/Type Superlative Variety/Selection Source: Yahoo & Microsoft internal data. Analyzed thousands of ads, using Holiday 2013 data. 1 Nov'13' to 15 Jan 14‘One- and two-word phrases were grouped into different buckets, on which the performance was analyzed. Phrases within each bucket needed to appear in ads from at least 10 advertisers. Phrases in buckets were sorted based on a weighted average of positive ad quality and impressions. Yahoo 2014 Confidential & Proprietary. 8
  9. 9. Adopt ad extensions to increase footprint and engagement Sitelink Extensions +14% CTR Adding Location Extensions +20% CTR Adding Call Extension +15% CTR Source: Yahoo & Microsoft internal data. Yahoo 2014 Confidential & Proprietary. 9
  10. 10. Ad copy: Key take-aways 1 2 3 TIMELY PROMOTIONS & RELEVANT CONTENT MAKE ADS COMPELLING ADOPT AD EXTENSIONS ACROSS ALL ACCOUNTS LOAD ADS EARLY TO AVOID ANY EDITORIAL DELAYS Yahoo 2014 Confidential & Proprietary. 10
  11. 11. Prepare for the holidays 1. Complete health checks early 2. Draw shoppers with strong messages 3. Plan for key shopping dates Yahoo 2014 Confidential & Proprietary. 11
  12. 12. The top shopping days continue to grow 17% 18% 15% 29% 35% 30% 25% 20% 15% 10% 5% 0% 250% 200% 150% 100% 50% 0% Thanksgiving Black Friday Cyber Monday Green Monday Clicks - 2011 Clicks - 2012 Clicks - 2013 YoY Source: Yahoo & Microsoft internal data. Yahoo 2014 Confidential & Proprietary. 12
  13. 13. You have to be in it to win it Adjust budgets to keep campaigns online throughout key shopping days • Thanksgiving sales spike later in the day • Black Friday sales peak early in the morning and then taper off • Cyber Monday sales are steady throughout the day, with a spike in the evening Yahoo 2014 Confidential & Proprietary. 13
  14. 14. Target the mainline 89% higher clicks and 12X higher CTR On average in the mainline compared to the side bar within the Retail vertical Source: Yahoo & Microsoft internal data. Yahoo 2014 Confidential & Proprietary. 14
  15. 15. 112 106 124 97 89 97 77 Search users have increased mobile usage Monday Tuesday Wednesday Thursday Friday Saturday Sunday Mobile Index of Clicks by Day of Week 104 115 90 96 100 97 98 Monday Tuesday Wednesday Thursday Friday Saturday Sunday PC Mobile represents ~24% of clicks on the Yahoo Bing Network Mobile continue to 24% 104% outgrow Desktop Clicks. *Source: Bing Ads, Jan – Jul 2013 and Jan – Jul 2014 *Mobile (Smartphone and Tablet) Source: Yahoo Internal Yahoo 2014 Confidential & Proprietary. 15
  16. 16. Shopping doesn’t stop after the holidays 2 in 5 47% Plan to buy gifts after the holidays Source: Experian.com, 2014. Are looking to take advantage of post-holiday sales Yahoo 2014 Confidential Yahoo 2014 Confidential && PPrroopprriieettaarryy.. 16
  17. 17. Bids & Budget: Key take-aways 1 2 3 KNOW KEY SHOPPING DATES, ALIGN PROPER BIDS AND BUDGETS HAVE A DISTINCT MOBILE STRATEGY KEEP BUDGETS OPEN FOR POST-HOLIDAY REVENUE Yahoo 2014 Confidential & Proprietary. 17
  18. 18. Green Monday (Dec. 8) Thanksgiving (Nov. 27) Black Friday (Nov. 28) Cyber Monday (Dec. 1) End of year sales! So remember….. October November Free Shipping Day (Dec. 15) December January 1 2 3 Continue push through the first of the year Open up budgets and implement seasonal ad copy Setup the framework for success with proper account preparations Yahoo 2014 Confidential Yahoo 2014 Confidential && PPrroopprriieettaarryy.. 18
  19. 19. Client Logo Thank You! Jon Lautenschlager jonl@yahoo-inc.com Yahoo 2013 Confidential & Proprietary. Do not share or distribute 19

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