Anvil Media held an exclusive digital marketing event with their Google rep from Mountain View to discuss the latest in paid media strategies with a focus on successful marketing campaigns for the 2016 holiday shopping season.

1. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Tips and Tricks for Planning a Successful
Holiday Marketing Campaign
Google & Anvil Breakfast Workshop
Kent Lewis
President & Founder
@AnvilMedia
@KentjLewis

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Measurable Marketing That Moves You

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Agenda: Holiday Marketing
—Holiday Statistics
—Planning
—Best Practices
—Case Studies
—Resources
—Special Offers
—Q&A
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Holiday Statistics: Significant Spend
— The 2016 holiday season may
approach $90 billion
— For the first time, more people
shopped online than in stores
between Thanksgiving and
Black Friday weekend in 2015
— 76% of people surveyed used
online means to do their
holiday shopping in 2015 -
Edison Research
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Holiday Statistics: Significant Spend
—30% of shoppers researched
and made a majority of their
purchases online
—Cyber Monday 2015 was the
biggest day for online
shopping in US history
—48% of shoppers had
completed most of their
shopping by Cyber Monday
last year - Google
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Holiday Stats: Planning Ahead
Research provided by Ipsos
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0
10
20
30
40
50
60
70
Email Online Searches Online Ads Social Media
How People Learned About Promotions in 2015
70%
64%
56%
38%

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Holiday Stats: Planning Ahead
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36%Americans started holiday
shopping by the end of
September 2015
-Nielsen
59%Revenue that mobile
shopping grew in 2015
-comScore
$12.65B
Revenue from mobile
shopping in 2015
-comScore
24%Shoppers look online for
deals a month before Black
Friday & Cyber Monday
5+Number of hours the
majority of people spend
spend holiday shopping
online
-Ipsos

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Holiday Stats: Ecommerce
— The average change in average order value (AOV) between holiday and non-holiday
time periods was up 17% - Nanigan’s
— Biggest shopping days are Monday-Wednesday, so set budgets accordingly
— The greatest change in spend occurred on holiday Tuesdays, which captured a 15%
higher share (compared to the rest of 2015)
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Holiday Stats: Ecommerce
— Average holiday CPMs (cost per thousand) increased 39% on mobile and 180% on
desktop
— Mobile click-through rates (CTRs) increased 11% versus the rest of the year, while
desktop CTRs exploded, with 104% (over the non-holiday average)
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Holiday Marketing 101
—Set goals & supporting metrics
—Develop strategies & tactics
—Create a budget & timeline
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Holiday Marketing: November
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Holiday Marketing: Timing
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Holiday Marketing: Spend Increase
—Retailers will likely pay more for
paid search campaigns this
holiday season as retail paid
search spend increased 24% in
Q4 2015 over Q4 2014
—Year-over-year spending from
January-August 2016 increased
by 32% compared to the same
months of 2015
—Retail advertisers spent 36% of
their paid search budget in Q4
2015 – AdGooroo Holiday Report
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Holiday Marketing: Best Practices
—Utilize Google Trends and
social media to identify
popular products and
searches during the
holidays
—Think cross-channel/omni-
channel approach to
marketing and promotions
(coupons, shipping, in-store
pickup, etc.)
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Holiday Marketing: Best Practices
—Incorporate online and offline
customer ratings, reviews &
testimonials into shopping
experience
—Be prepared to create real-time
campaigns to leverage timely events
(weather, celebrity fashion trends,
news, etc.)
—Build campaigns around
profitability, then reinvest
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90%
Of shoppers find online reviews
more persuasive than a sales
pitch -Influence Central

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Holiday Marketing: Best Practices
—Play off emotions
—Do good: engage with community
and share charitable efforts
—Develop personalized campaigns
based on user demographics and
preferences
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17. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Best Practices: Plan Ahead
—Develop your holiday marketing
plan early, before holiday
madness sets in
—As a rule of thumb, holiday
marketing plans should be
solidified by mid-October at the
latest
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Best Practices: Website
—Verify bandwidth and
security before the deluge
—A/B test for optimal
conversion rates before high
season
—Ensure website is optimized
for search, based on best
practices
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Best Practices: Website
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Best Practices: Website
—Build out special
promotions/contest and offer
pages
—Create holiday-oriented blog
posts, articles and FAQs
—Create content around generic
top-of-funnel searches like "gifts
for mom" and gift guides
20
Brostick.com

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Best Practices: Checkout Process
—Ensure site responsively designed
(mobile-friendly)
—Integrate mobile payment options:
Google Wallet, Apple Pay, Amazon
Payments, PayPal Credit
—Maximize site speed (especially on
mobile)
—Allow users to purchase as a guest
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Best Practices: Inbound (Off-site)
—Secure inbound links and citations based on holiday-oriented
website content
—Syndicate that content via corporate (employee) social media
profiles
—Strategically leverage online coupon sites with ‘special’ offers
(free shipping, free gift-wrapping)
—Create, optimize & share viral holiday content
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Best Practices: Paid Media
—Create campaigns for unique
holiday products (egg nog,
wreaths, etc.) or holiday related
promos (free gift wrapping)
—Update landing pages to be
holiday-relevant
—Manage inventory closely! - turn
ads up or down accordingly
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Best Practices: Paid Media
—Retarget shopping cart
abandoners
—Retarget most recent
customers and prospects
—Monitor bids, pacing and
budgets judiciously
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Best Practices: Paid Media
—Focus on Black Friday &
Cyber Monday keywords
—A vast majority of the $19
million spent on the 161
Black Friday keywords came
in the month of November
last year (while spend on the
top 2500 retail keywords
peaked in December)
—Don’t forget PLAs, which
may have a higher barrier to
entry for smaller retailers
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Best Practices: Google
—Familiarize with new search
results and resulting impact
—Understand new AdWords
features and interface
—Expanded text ads are set to
replace standard ads by the
end of the year, signaling a
need for longer line
adjusted ad copy
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Best Practices: AdWords
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Best Practices: Mobile + Social
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—Test or expand YouTube presence (product cards for organic
and ad options via AdWords)
—Test unbranded, long-tail keyword phrases

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Best Practices: Amazon
—Optimize product page
for organic searches
—Test or expand ad
formats
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73%
Of customers plan to do their
holiday shopping on Amazon
-BloomReach

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Best Practices: Social
—Test or expand presence on
Instagram, Pinterest and
Snapchat
—Consider advertising on
podcasts via platforms like
Midroll, Triton, and Panoply
—Evaluate rich media options:
Alpha, Pandora, Hulu
—Test custom audiences on
Facebook & Twitter
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Best Practices: Facebook
—Leverage targeted ads, including
product catalog ads
—Retarget site visitors
—Create lookalike and custom
audiences (via email database)
—Leverage new in-store tracking
—Test expanded video ad platform
capabilities
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32. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Best Practices: Email Marketing
—Email is more influential
than broadcast TV when it
comes to clothing purchases
-IAB
—Clean up your email
database before holiday
campaigns
—Schedule a drip campaign in
advance
—Create holiday contests via
tools like Woobox
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Best Practices: Last Minute!
— 90% of US users have had to buy last-minute gifts
— Gift cards are the easiest to buy and fulfill
— 64% of holiday shoppers praise gift-cards as the best last-minute gift - Retailmenot’s Shopper
Trends Report
— Consider a promotion/discount of 15-20% to boost gift card sales
— Ramp up promotion as Christmas approaches to target procrastinators
— 72% more searches for gift cards take place the week prior to Christmas compared with the first
week of December
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Holiday PPC Campaign: Moonstruck
Challenge:
Moonstruck is a gourmet chocolate company based out of Portland, Oregon that sells
handcrafted artisan chocolates in their signature Moonstruck Chocolate cafes as well as online.
Moonstruck’s goals were to increase ecommerce sales through the months of October-
December. December being the most important month as it is the month of the year that brings
in the highest sales. As well as increase sales year over year for that time period.
Strategy:
Anvil analyzed messaging, creative, keywords, and targeting from the previous year to inform the
strategy for 2015. Anvil also researched upcoming trends for the holiday season and completed
a comprehensive competitor audit. The combination of the data accumulated from the research
allowed Anvil to create successful ads that resonated with their targeted consumer. Anvil
continued these efforts on a daily basis to maximize performance and exceed Moonstruck’s
goals.
Results:
Anvil’s paid media efforts contributed to Moonstruck surpassing their total sales by 35% .
Year over year
— Clicks: 76% more clicks
— Cost Per Click: 28% decrease
— Conversions: 324 more sales
*Data is for December 2014/2015 YoY comparison
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+324
Conversions
+76%
Clicks
-28%
Cost Per Click

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Resources
– 2016 Holiday Marketing Best Practices
– Anvil’s Holiday Marketing To Do List
– What Store Traffic Data Reveals About Black Friday
Shopping
– This Holiday Season, Watch for These 3 Shopping Trends
– Get a Jump on Holiday Marketing Plans in Canada with
this Checklist
– The 6 Musts of a Successful Holiday Marketing
Campaign
– The stat-backed holiday advertising tips to know for
2016
– [Infographic] September 2016 Marketing and Holiday
Planning
– 2016 Holiday Marketing Checklist for Online Retailers
– PPC Holiday Marketing Campaigns: The Early Bid Gets
the Conversion
– Your 13 Point Holiday Marketing Checklist to Boost Sales
– The 2016 guide to preparing for the holiday rush
– Holiday marketing: Take some cues from 2015 trends
– 4 Big Holiday Marketing Trends for 2016

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ANVIL MARKETING INDEX™
Brand Impact
Website Performance
Search Presence
Paid Media Success
Social Success
Special Offer: AMI Scorecard™
36
Tactic Objective Priority
Degree of
Difficulty
Degree of
Impact
Timeframe
Social Goals
Establish what Janrain would like to
get out ofsocial media (i.e. help drive
leads, referral traffic, engagement,
etc.).
Critical Low High 1-2 Weeks
Content Calendar
Utilize a monthly calendar that helps
keep content frequently flowing.
Increase social posts and make
posting easier through scheduled
content guides.
Important Medium High 1-3 Months
Influencer/Partner Strategy
When engaging with influencers and
partners, be sure to have a social
content strategy to ensure maximum
amplification and impact.
Valuable Medium High 6+Months
The Anvil Marketing Index™ measures and scores 25 different critical marketing
measurement elements grouped in five important areas: Brand Impact, Website
Performance, Search, Paid Media and Social Media.
The Anvil Marketing Index Snapshot™ is a document that highlights one key
attribute within each of the five areas as a precursor to the full Anvil Marketing
Index™. The total possible score within the Anvil Marketing Index Snapshot™ is
10.
The information presented represents a summary of Anvil’s scores on each of
these 5 attributes during Q4 2015. Anvil believes that healthy performance
within all of these channels is required for the kind of holistic marketing success
that moves brands forward.
These areas are analyzed by Anvil strategists from each field, and the data are
assessed both in relation to the historical performance of the brand and the
larger marketing industry. Each of the 5 measurement points is an independent
evaluation of an individual attribute of the brand’s marketing, scored as follows:
2 for a healthy or leading attribute,
1 for an average or neutral attribute,
0 for a weak or absent attribute.
Pricing: $6,000 for 100 data-point Scorecard ($500 discount for attendees that sign
up by the end of the month)

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Questions & Next Steps
— Check out our Insights section for more resources
— Email me to get a copy of this presentation
— Sign up for our newsletter & follow us on social media
— We can help you fill your holiday sales funnel
@KentjLewis
President & Founder
@AnvilMedia
kent@anvilmedia.com