Ses chicago 2010_holiday_shopping_tactics-alex_cohen

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It's the beginning of the holiday season. All the campaigns have launched and you have thought of everything. Or have you? While other campaigns are flying on holiday spending autopilot, you can swoop in and re-invigorate sales during the peak season and even when everyone else has called it quits for the year after the Holidays.

Slides from Alex Cohen's presentation at SES Chicago 2010 - Holiday Search Shopping Tactics.

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Ses chicago 2010_holiday_shopping_tactics-alex_cohen

  1. 1. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 1© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex The Basics Don’t Change During The Holidays Landing  Pages Landing  Pages Intent Targeting Attracting Satisfying Search Query Keyword (Bid, QS, etc.) Text Ad Landing Page/Site Their Question Your Answer
  2. 2. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 2© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex What Makes The Holidays Different? • Purchase Intent • Keywords & Search Queries • Volume of Searches • Urgency/Timing • Stock • Offers/Sales • Different/Higher Competition • Increased CPCs
  3. 3. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 3© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex Fine turn your text ad answer to their holiday intent.
  4. 4. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 4 Alex Cohen, Senior Marketing Manager www.clickequations.com | @digitalalex B2B Paid Search  on Steroids Holiday Shopping on SteroidsHoliday Shopping on Steroids Alex Cohen, Senior Marketing Manager www.clickequations.com | @digitalalex
  5. 5. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 5© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL Tips for Better  Holiday  Messaging
  6. 6. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 6© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL Segregate Your Brand Keywords #
  7. 7. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 7© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex The Head Term Checklist Review search queries weekly Segregate brand keywords Build a Match Type Keyword Trap Organize campaigns for reporting Maximize impression share Test PPC/SEO cannibalization Manually bid/review bid suggestions Measure multiple goals Test text ads Tighten ad groups Target and test landing pages Optimize text ad continuity Ensure offer continuity Test new ad formats
  8. 8. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 8© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex Let’s Pick One Segment Brand Terms Are Different
  9. 9. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 9© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex There are 4 Types of Brand Keywords Brand – Pure • sony, soney Navigational Brand •sony website, sony company, www.sony.com Brand – Related • Howard Stringer Brand Plus Keywords • sony televisions
  10. 10. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 10© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex Put Them In Separate Ad Groups
  11. 11. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 11© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex Different Brand Keywords, Different Text Ads Brand – Pure • sony, soney Navigational Brand •sony website, www.sony.com Brand – Related • Howard Stringer Brand Plus Keywords • sony televisions
  12. 12. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 12© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex Use Broad & Advanced Match Sparingly Exact Phrase Broad Advanced
  13. 13. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 13© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex Add Brand Terms as Negatives in Other Campaigns
  14. 14. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 14© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL Manage Your Ads with  Ad Parameters #
  15. 15. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 15© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL Stock & Starting Price Vary By Inventory
  16. 16. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 16© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL Specific Text Ads Are Helpful
  17. 17. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 17© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL Use Ad Parameters to Dynamically Change Ads
  18. 18. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 18© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL Set Parameters for Each Keyword
  19. 19. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 19© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL Create Better Text Ad Answers with Scale! Offer Examples Shipping {param1: Just a Few} Days Left for Free Shipping! Discounts Cups at More Than {param1: 20}% Off BOGO sales Buy One, Get {param1: 1} Free! Free Gifts Free {param1: $5} Gift Card With Purchase Stock/Urgency Hurry, Only {param1: A Few} Cups In Stock
  20. 20. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 20© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL Some Things To Remember • API Only • Two parameter max • Ad parameters are set on keywords, not ads • Only accept numerical and currency values  (default text can be anything) • More info: – http://clck.it/ad‐parameter‐1 – http://clck.it/ad‐parameter‐2
  21. 21. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 21© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL Query Mine Your Head  Keywords for Winners #
  22. 22. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 22© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL What Is A Search Query?
  23. 23. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 23© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex Focus On Your Head Terms 0.11% of all keywords generate 80% of all revenue
  24. 24. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 24© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL Where Are The Search Queries? Google YahooBing (MSN)
  25. 25. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 25© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL Start With Broad Match Terms www.ClickEquations.com/Analyst
  26. 26. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 26© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL Create a “Winners” List of Converting  Queries Winners (Search Queries that convert profitably) Search Query Keyword Match Type Avg CPC Clicks Cost Last Click  Conversions Last Click  Assists Last Click  Revenue urinary incontinence on dogs doghouse dogs urinary Broad 0.45$          2 0.89$     1 1 35.98$           dog calming spray dog calming Phrase 0.59$          2 1.18$     1 1 28.47$           bravo bully sticks in bulk bully sticks Phrase 1.27$          1 1.27$     1 0 89.99$           dog urinary medicine dogs urinary Broad 0.45$          3 1.34$     1 1 29.86$           wellness brand dog food wellness dog food Broad 0.55$          3 1.67$     1 0 61.53$           www.ClickEquations.com/Analyst
  27. 27. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 27© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL Promote Winners to Exact Match Exact Match Beats Phrase Match Beats Broad Match
  28. 28. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 28© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 28
  29. 29. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 29© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex • 2009 Porsche 911 Turbo • Used Porsche Resale Values • Porsche Cayenne SUV Porsche Cayenne            Used Porsche              Porsche 911 29
  30. 30. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 30© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL Long Version: Find Synonyms with Microsoft Ad Intelligen Microsoft Advertising Intelligence (http://bit.ly/searchintel) Unreliable Better
  31. 31. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 31© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex But, wait, there’s more!
  32. 32. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 32© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL Catch Trends with  “What’s Changed?” Reports #
  33. 33. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 33© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex Top 10 Reports Hide Trends March ‘10 April ‘10
  34. 34. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 34© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex Listen to The Master "While we obsess about our brand terms and our top  ten key phrases the reality is that the long tail of  search means that our organic and search campaigns  focus on tens of thousands or hundreds of thousands  of keywords.  One effective strategy to deal with this purely data  problem is to focus on what's changed."  ‐Avinash Kaushik Author, Web Analytics 2.0 Advisor, ClickEquations
  35. 35. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 35© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL Example: Hot Campaigns & Keywords
  36. 36. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 36© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex Create a What’s Changed Report
  37. 37. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 37© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex Try It TODAY: Free Google Analytics Plug‐In http://clck.it/whats-changed
  38. 38. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 38© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 43 Paid Search Marketing Tools 1. Keyword Research – Google Keyword Research Tool ‐ https://adwords.google.com/select/KeywordToolExternal – Wordtracker – www.wordtracker.com – Trellian Keyword Discovery ‐ http://www.keyworddiscovery.com/ – SEO Book Keyword Tool – http://tools.seobook.com/keyword‐tools/seobook/ – Wordstream – www.wordstream.com 2. Competitive Analysis 1. Compete – www.compete.com 2. AdGooRoo – www.adgooroo.com 3. SEMRush – www.semrush.com 4. The Search Monitor – www.thesearchmonitor.com 5. iSpionage – www.ispionage.com 3. Display Research  1. Google Placement Tool – Instructions ‐ http://clck.it/placement‐tool 2. DoubleClick Ad Planner – http://www.google.com/adplanner/ 3. Web Data Extractor ‐ http://www.webextractor.com/ 4. Performance Marketing Platforms • ClickEquations – www.clickequations.com • Kenshoo – www.kenshoo.com • Marin Software – www.marinsoftware.com • Acquisio – www.acquisio.com • AdWords Editor – www.google.com/intl/en/adwordseditor/ • adCenter Desktop ‐ http://clck.it/9JbCPS 5. Niche Tools • Mongoose Metrics – www.mongoosemetrics.com • Optimine – www.optimine.com • MarchEx – www.marchex.com • ClearSaleing – www.clearsaleing.com 6. Testing & Personalization • Google Website Optimizer ‐ www.google.com/websiteoptimizer • Omniture Test & Target ‐ http://clck.it/testandtarget • Monetate – www.monetate.com • Sitespect – www.sitespect.com • Ion Interactive – www.ioninteractive.com 7. Analytics – Qualitative • 4Q – http://4q.iperceptions.com • Foresee – www.foreseeresults.com • UserTesting – www.usertesting.com • iPerceptions – www.iperceptions.com • KnowClick – www.knowclick.com 8. Analytics – Quantitative • Adobe by Omniture – www.omniture.com • Unica – www.unica.com • Google Analytics – www.google.com/analytics • Coremetrics – www.coremetrics.com • Webtrends – www.webtrends.com 9. Customer Relationship Management (CRM)/Lifetime Value (LTV) • SalesForce – www.salesforce.com • SAP – www.sap.com • NetSuite – www.netsuite.com • Venda – www.venda.com • Volusion – www.volusion.com ClickEquations.com/Blog
  39. 39. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 39© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL ClickEquations: Intelligent Paid Search Platform ClickEquations enables you to  manage all aspects of your accounts  more easily • Campaign management with bulk  editing and easy‐to‐use optimization • Powerful bid management created with experts from the Wharton School • Best in class analytics for advanced  and automated reporting • And ClickEquations makes it all  easy through Segments, Adviser,  and Analyst www.ClickEquations.com | @digitalalex
  40. 40. © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 40© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL ClickEquations – Alex Cohen www.ClickEquations.com www.AlexLCohen.com@DigitalAlex acohen@clickequations.com 484‐362‐1321

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