This document provides tips for analyzing holiday marketing campaigns. It suggests asking four questions: When to run the campaign, How to run it, Who to target, and What products to feature. For each question, it offers specific best practices. For example, for "When" it recommends launching earlier and not ending too soon. For "How" it discusses optimizing paid search and SEO. The document also shares examples of successful holiday campaigns from companies like John Lewis and Marks & Spencer that leveraged hashtags and storytelling across channels.

1. How to Make
the Most
of Your Holidays
Ups and Downs

2. About Promodo

3. 4 Questions to Ask
when Analyzing
Holiday Campaign
4 Questions to Ask During the
Holiday Campaign Audit

4. When?
o Analyze the time frame of your
holiday campaign. If before you used
to start closer to the beginning of the
holiday season, try launching it earlier
next year.
o Don’t rush to turn your campaign off.
Many people put off the purchases till
the last minute.

5. How?
Examples of search queries:
o Exact model of a product “Asus Zenfone 4 A450CG”
o Product and attributes “Gold iPhone Cases”
o Product category ”Children toys”
o Products plus brand “Adidas shoes”
o Retailer-specific keywords “Mod Cloth long dresses”
How?
o Analyze your best converting search
queries in your PPC and SEO
campaigns during the holiday
shopping season.
o A Google study shows that holiday
shoppers that search on category
terms, tend to buy 3x as often.

6. People who search during the
holidays are 140% more likely to
buy than those who search at
other times of the year.
o Add holiday- specific keywords like “deals” / “sales” / “top gifts” / “black Friday”/ gift guides”
o Prepare the landing pages/ content / posts for the deals you are going to offer
o Build some links to the new pages and posts.
How?
o Revise your SEO campaign
before the holiday season.
Start preparations in the
middle of the summer to
make sure you can catch the
traffic from organic search.

7. o Experiment with different
types of incentives for your
promoted products.
o For example, two variants: free
shipping and 10% off.
o To identify the best performing
variant, create two different
landing pages and analyze
How?

8. How?
o Not all holidays are the same.
You might find one channel
converting well during one
holiday period and observe
decline in the course of
another holiday season.
o Use Multi-Channel Funnels in
Google Analytics to discover
what visitor paths and referrals
convert the best.

9. Who?
o During the holiday shopping
people consider the price first
of all. This is why a holiday
campaign is a great
opportunity to target new
visitors to your store.
o Shift your targeting and
activities towards new
customer acquisition and then
analyze the new VS returning
customers ratio before and
during the campaign.

10. Who?
! Remarketing to holiday
shoppers, disable
conversion exclusion and
increase frequency cap.
Such segments could be:
o Visitors from a certain marketing campaign –
special offer
o Visitors that generated the biggest revenue –
VIP offer, separate email campaign
o Visitors that bought a certain type of product
- offer complimentary product, up sale
o Visitors that abandoned shopping cart -
dynamic remarketing
o Segment your store visitors during the holiday
campaign and remarket to them separately
with special offers.

11. Holiday Remarketing
o How to set up custom
audience in Google Analytics

12. Holiday Remarketing
o Customer
segmentation
based on the total
amount of
purchase

13. Holiday Remarketing
o Abandoned shopping carts remarketing audience

14. Holiday Remarketing
o Remarketing audience of
visitors from a certain
campaign

15. What?
o Star products VS slow-moving
products
o If you have slow-moving products
which you would like to sell out
during the holiday campaign,
combine them with your star
products into a special offer.

16. 4 Questions to Ask
when Analyzing
Holiday Campaign
Holiday Product Listing Ads
Best Practices

17. Google Product Listing Ads
General benefits:
o Rich visual presentation
o High conversion rate
o Lower cost per click than in paid search
o More than one Product Listing ad can
appear for a given search query

18. How to increase efficiency of PLA
o Break the structure of campaign till the
individual product
o Target brand-specific and product-specific
queries separately in different ad campaigns
o Differentiate bids and priorities for general,
brand-specific and product-specific ad groups
You can take control over the bids for:
o Best sellers
o High-margin products
o Seasonal products

19. PLA
Product Feed
(All Goods)
Category
Subcategory
Brand
Product Model
o Bid manual setup
o The highest bids
o Maximum relevance to the
user’s query
o Lower competition
o The highest conversion rate
Campaign #1: bidding on product
models

20. Remarketing
Product Feed
(All Goods)
Category
Subcategory
Brand
o Bid manual setup
o Medium bids
o Catches the traffic for
brand queries
o Higher competition
because of more general
search terms
o Lower conversion rate
Campaign #2: bidding on brands

21. Remarketing
Product Feed
(All Goods)
Category
Subcategory
o Bids on the product
type level. It could be
category or subcategory
o Lowest bids
o Generates the biggest
traffic volume
o High competition
o The lowest conversion
rates
Campaign #3: bidding on product type

22. Negative Keywords
Type 1
Product-level
bids
o Brand-specific
keywords
o Category-specific
keywords
o To have a better control of budget
spent, create 3 separate campaigns
o Allocate your budget
correspondingly to the campaign
priorities
o Make use of negative keywords
Type 2
Brand-level
bids
Type 3
Category-level
bids
o Product-specific
keywords
o Category-specific
keywords
o Product-specific
keywords
o Brand-specific
keywords

23. PLA reports from SEMrush
PLA campaign insights:
o Number of keywords for
the domain associated with
PLA
o Number of ads for the
domain that are associated
with these keywords

24. PLA reports from SEMrush

25. PLA reports from SEMrush

26. PLA reports from SEMrush
Insights PLA advertisers can get:
o Average position of each ad in the search results and the future trend  allows to
manually correct the bids in the right direction
o Keywords for each ad is shown  helps adjust the bidding strategy for keywords
o Keywords for competitor’s domain associated with its PLA  helps identify
overlooked by competitor keywords
o Competitor’s pricing strategy  allows to adjust prices of your own products and
make them more competitive
o Titles competitor’s ads  gives possibility to find out what titles work the best in the
search results

27. 4 Questions to Ask
when Analyzing
Holiday Campaign
The Most Memorable Christmas
Campaigns of 2014

28. Marks & Spencer
#Followthefairies
o The consistent story
o Campaign across multiple
channels
o One hashtag
o Interaction with the
audience
o User-generated content
Video
Twitter
Blogs
Contests

29. Christmas CampaignInstagram
Twitter
Company´s blog
#Tedselfie
o Promotion across multiple social
networks
o Single hashtag
o Based on the game principles which
sparks the interest and leads to deep
engagement
o Creative use of Instagram

30. John LewisVideo
Store
#MontythePenguin
o Story consistency
o Promotion across multiple
channels
o Single hashtag
o Branded products
Twitter

31. Wrapping Up:
o Holiday shoppers’ behavior is different. Use insights from the stats
and your own analytic data.
o Test different times, traffic channels and search queries in your
holiday campaigns. Indentify the best performing ones.
o If you have the time, revise SEO campaign in advance: optimize the
pages and the content for holiday-specific keywords.
o Work on new clients’ retention: leverage remarketing and email
marketing tools.
o Use PLA to quickly reach your target buyers. Apply advanced PLA
strategies to catch the most converting traffic.
o Create the story around your promoted products. It will help grow
sales and strengthen your brand.

32. Thank you for your
attention!
e-mail: e.ruchko@promodo.com
Skype: promodo_ltd
Lena Ruchko
International Marketing Manager
at Promodo

33. Please follow
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Facebook.com/promodo