Search Marketing for the Holidays: Formic Media Seminar Series
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The following presentation provides tips for optimizing your website, shopping feeds and PPC campaigns for holiday shoppers.
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Search Marketing for the Holidays: Formic Media Seminar Series
- 1. Formic Media Seminar Series:Search Marketing for the Holidays Presented by: Formic Media, Inc. www.formicmedia.com/seminars 503-260-6700| kent@formicmedia.com
- 3. Reaches over 20,000 people around Oregon
- 4. Publishes 100 Best Companies to Work for in Oregon
- 5. Provides readers with insight into
- 6. News, features & analysis from around Oregon
- 7. Newest innovations from all sectors
- 8. Interviews with CEOs on how to succeed
- 9. Get Your Free Subscription
- 11. December 8th – Social Media Privacy Policy
- 13. SEO
- 14. PPC
- 15. Shopping Feeds
- 18. About 1 in 3 consumers will spend less money this year
- 19. Moms buy for more people (15.6), dads spend the most money ($1,152)
- 21. Gift cards are popular among 3 out 5 of shoppers
- 22. Mobile shopping is growing:
- 25. “Black Friday” and related search terms
- 26. Daily site traffic across all categories peaks right around Thanksgiving & Cyber Monday
- 28. How will shoppers use the Internet?
- 29. SEO
- 30. Most Effective Marketing Tactics
- 32. Title & Meta Tags
- 33. Simple Category URLs
- 34. Optimized Product Descriptions
- 35. Internal Linking Structure
- 36. Optimize Product Images
- 38. Short Tail = 1 word phrase
- 39. High level, Category pages
- 40. Long Tail = 4+ word phrase
- 41. Product pages
- 42. Tools
- 43. Google Keyword Tool
- 45. WordTracker
- 48. Be descriptive (on Product pages)
- 49. Call to ActionCategory Level Product Level
- 52. Use a call to action & benefit messaging
- 53. i.e. Sale pricing, reviews, free shipping, etc.Category Level Product Level
- 55. Avoid using session IDsGood http://www.nikonusa.com/Find-Your-Nikon/Product/Digital-SLR/25462/D3000.html Bad http://www.newegg.com/Product/Product.aspx?Item=N82E16830113222
- 59. Alt text should be descriptive, incorporating keywordsBad Good
- 60. PPC
- 61. Overview: Holiday PPC Tactics
- 63. Targeted traffic
- 64. Online sales
- 68. Research the Competition Use similar tactics
- 69. Choose keywords Create Ad Text
- 70. Schedule Your Ads Based on top sales days (Black Friday, Cyber Monday, Christmas Day)
- 72. Purchase Cycle / Buying Process
- 73. Target both broad and specific keywords
- 74. Broad = Increases reach & visibility
- 76. “slr cameras”
- 77. Research
- 78. “nikon slr cameras”
- 79. Purchase
- 81. Use strong calls to action Simple & enticing
- 82. Include main keywords in headline/description
- 84. Test performance of ads in different positions
- 85. Test Ad Text to increase performance
- 86. Choose relevant landing pagesHoliday Ad 1 Holiday Ad 2 vs.
- 87. Anatomy of a PPC Ad ROI positioning (testing required) Keyword use in Headline Enticing offer/ad copy Relevant Display/Vanity URL Convenience elements
- 88. Good vs. Bad PPC Ad Text
- 93. Use strong calls to action prominent buttons
- 94. Use time-sensitive pricing incentives
- 95. Align main keywords in headline/description
- 96. Keep important text above the fold
- 98. Customize landing pages to campaigns, ad groups & keywords
- 99. Include links to relevant information for research phase buyers
- 100. Add relevant imagery holiday related
- 102. Good vs. Bad PPC Landing Pages
- 103. Good vs. Bad PPC Landing Pages
- 104. Shopping Feeds
- 105. Shopping Portals It’s not enough to just list products on your site, submit them to online shopping portals to increase visibility:
- 109. Include all required product attributes
- 110. Use highest-quality original image available, preferably 300x300 pixels
- 111. Include tax & shipping information
- 113. Link feed with other Google Products: AdWords ads, Google Place Page, Google Checkout
- 114. Update your feed frequently
- 117. Coremetrics Black Friday Stats for 2009:
- 118. The avg. online order last year was $170.19
- 119. Avg. amount of items purchased: 5.40
- 120. Bounce rate rose by 40% and time on site decreased by 5%
- 121. Coupons and deals are a great way to do this
- 123. Conversion Funnels A B
- 125. Online gift card sales increased more than twelve-fold (1129 percent) between Black Friday (November 27) and Christmas Eve.
- 126. Nearly one in five purchasers (18 percent) opted to send online gift cards at a later date
- 131. Ask for minimal amounts of info, while still getting what you need.
- 132. Global Visibility(viewable on all pages is a plus)
- 138. Questions? Contact: John McPhee www.formicmedia.com 503-517-9059 x122| johnm@formicmedia.com
Editor's Notes
- 2009 versus 2010, highest increase was shopping for self (+ 8%)
- Before and up to Thanksgiving = more research, price comparison, looking for deals. Site traffic peaks around Black Friday & Cyber Monday.
- It’s not all about buying all the time, there are many other reasons why consumers go online that can lead to sales indirectly.
- SEO & PPC are the among the most effective tactics for generating/increasing conversions…this translates directly into sales (especially for eCommerce sites).I’m going to dig deeper into SEO tactics that can help prepare you for the holidays.
- PPC advertising can be very effective in the following verticals,with the vast majority of advertisers (from a survey of 2,194 search marketers) finding PPC to be “very effective” to “somewhat effective” at attaining their marketing objectives.
- Mention Ad Text wrapping…
- Coremetrics Benchmark. Data in this report is based on Coremetrics Benchmark, whichcaptures online marketing results and commerce data from more than 500 contributing U.S. retailers.
- While consumer attention spans may be down, their willingness to spend online is up. Average order value is up strongly year over year, from a low of roughly $120 in June2008 to more than $190 in May 2010.
- If Call to Action buttons on “good” landing page were green or red – this would be doing everything we’d want it to do from an attention standpoint.
- Google Product Search is the consumer side of ecommerce. Google Merchant Center is the seller side.
- All optimization tips are geared towards Google Products, since it’s free. But tips are very applicable to other CSEs.