American shoppers spent a whopping $46.5 billion online last holiday season. Is your team ready to snag a slice of that multi-billion dollar pie?
Prep your digital marketing program for primetime. Check out the “The 2014 Holiday eCommerce Playbook.”
2. 1. Can I ask questions?
Tweet @webmarketing123 or use #123webinar.
2. Can I have a copy of the slides?
Yes! Email results@webmarketing123.com.
3. How do I get a custom search marketing analysis?
Chat us your website and top 2 keywords.
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FAQs
3. We drive revenue.
Not just clicks and traffic.
/ About Webmarketing123
SEM
SEO
Attribution
Display
Video
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Content
Creation
ROI
Tracking
Social
Website
Design
Conversion
Optimization
4. American shoppers spent $46.5 Billion online last holiday season.
#123webinar | @webmarketing123
Source: comScore
/ The 2014 Holiday Challenge
5. American shoppers spent $46.5 Billion online last holiday season.
#123webinar | @webmarketing123
Plus, 3% growth is
predicted this year.
Source: comScore
/ The 2014 Holiday Challenge
6. American shoppers spent $46.5 Billion online last holiday season.
Want to snag a larger
slice of that billion
dollar pie?
#123webinar | @webmarketing123
Source: comScore
/ The 2014 Holiday Challenge
7. Understand digital consumer behavior.
Source: MarketingLand, “Report ‘Understanding Customer Behavior’ Top Holiday Priority for 66% of Retailers.”
#123webinar | @webmarketing123
66% of retailers
believe this is the
#1 way to drive
holiday sales.
/ The 2014 Holiday Challenge
8. Understand digital consumer behavior.
Source: MarketingLand, “Report ‘Understanding Customer Behavior’ Top Holiday Priority for 66% of Retailers.”
#123webinar | @webmarketing123
Yet, nearly
HALF feel their
brands are
ineffective
at using data to
improve.
/ The 2014 Holiday Challenge
9. The new digital path to purchase.
RESEARCH COMPARISON
CoCA This is
#123webinar | @webmarketing123
Source: Hubspot
/ The 2014 Holiday Challenge
$
$
PURCHASE
INTENT
WEBSITE VISTORS
LEADS
Conversion
LTV
complicated!
And we still
need to add
devices &
channels into
the mix.
11. 1 Evaluate Current Digital Program
Use Data to Grow Strengths & Fix Weaknesses
2 Prep the Q4 Ecommerce Playbook
Maximize Holiday Sales w/ Smart Search & Social
#123webinar | @webmarketing123
How to Have a Very Merry Q4
12. 1 2 3
Evaluate conversion
rate by device.
#123webinar | @webmarketing123
Analyze conversion rate
by channel.
Break down conversion
rate by stage in buying
cycle.
/Evaluate Current Digital Program
Check for healthy CVR in 3 steps:
13. 1 Analyze CVR by channel
TIP: Use Google Analytics
“Acquisition Overview” report to
compare channel performance.
/Evaluate Current Digital Program
#123webinar | @webmarketing123
14. /Evaluate Current Digital Program
2 Break down conversion by cycle stage.
RESEARCH COMPARISON
#123webinar | @webmarketing123
Source: Hubspot
$
$
PURCHASE
INTENT
WEBSITE VISTORS
LEADS
Conversion
LTV
CoCA
15. 2 Break down conversion by cycle stage.
How do your campaign offers
impact CoCA?
#123webinar | @webmarketing123
$
$
PURCHASE
/Evaluate Current Digital Program
Cost of Visitor Acquisition
Cost of Lead Acquisition
Cost of Customer
Acquisition
How do campaign offers
Source: Hubspot impact LTV?
16. 3 Evaluate CVR by device.
TIP: Use Google Analytics
“Devices” report to compare
device performance.
/Evaluate Current Digital Program
#123webinar | @webmarketing123
17. #123webinar | @webmarketing123
/ Optimize for Cross-Device Users
3 Evaluate CVR by device.
Tablets convert
at 66% of PC.
Mobile converts
at 22% of PC.
Source: MarketingLand, “Report: Mobile 21% of E-Commerce, Will be $84B in 2014”
18. #123webinar | @webmarketing123
/ Optimize for Cross-Device Users
3 Evaluate CVR by device.
Pay close attention to your shopping cart experience!
Source: Responsinator.com, Search for “www.burton.com/default/feather-snowboard/W15-106961.html?start=8&cgid=womens-boards
19. #123webinar | @webmarketing123
/ Optimize for Cross-Device Users
3 Evaluate CVR by device.
Source: SmashingMagazine, “SEO for Responsive Websites”
Check
mobile load
time with
Google’s
PageSpeed
Insights.
20. 1 Evaluate Current Digital Program
Use Data to Grow Strengths & Fix Weaknesses
2 Prep the Q4 Ecommerce Playbook
Maximize Holiday Sales w/ Smart Search & Social
#123webinar | @webmarketing123
How to Have a Very Merry Q4
22. Prep new on-1 site optimization.
Organic search listings should convey offers as well as paid.
#123webinar | @webmarketing123
/ Prep the Q4 eCommerce Playbook
Revise keyword list and mapping structure for new holiday
product pages.
Update title tags with new offers.
Make sure all new images are have ALT tags and descriptive file names.
23. Double 2 check site structure.
#123webinar | @webmarketing123
/ Prep the Q4 eCommerce Playbook
Be sure to add
any new product
categories to
your site map
for proper
indexing.
24. Tackle new link building 3 opportunities.
#123webinar | @webmarketing123
/ Prep the Q4 eCommerce Playbook
Pitch new products
and content to
editors that might
link to competitors
or publish gift
guides.
Source: Huffington Post
25. Get 4 mobile SEO right.
#123webinar | @webmarketing123
/ Prep the Q4 eCommerce Playbook
Source: Google; Mobile Path to Purchase
26. 4 Get mobile SEO right.
#123webinar | @webmarketing123
/ Prep the Q4 eCommerce Playbook
Use responsive design to build a seamless cross-device UX.
Source: Moz, “The SEO of Responsive Web Design”
27. Get 4 mobile SEO right.
#123webinar | @webmarketing123
/ Prep the Q4 eCommerce Playbook
Appease the birds of mobile: Hummingbird & Pigeon
Rank for long tail keyword queries with FAQ content.
Trouble shoot for major UX errors. Mobile sites have a 72% error rate.
(Stat applies to sites with separate URL.)
Build profiles for local directory listings like Yelp and TripAdvisor if
applicable.
Optimize your site for Google’s Knowledge Graph.
29. Switch 1 to Google Shopping.
#123webinar | @webmarketing123
/ Prep the Q4 eCommerce Playbook
Say goodbye to PLA campaigns
and hello to Google shopping.
TIP: Make the manual switch
before the September 30th
deadline!
30. Switch 1 to Google Shopping.
#123webinar | @webmarketing123
/ Prep the Q4 eCommerce Playbook
It’s still all about the product feed quality.
31. Switch 1 to Google Shopping.
#123webinar | @webmarketing123
/ Prep the Q4 eCommerce Playbook
But, there are 6 new features to master:
Submit mobile link
attributes.
Take advantage of merchant-defined
bundles.
Update product availability
information.
Comply with new landing page
submissions requirements.
Upgrade your product image
quality.
Apparel retailers submit
additional category information.
32. Optimize for ROAS 2 with new structure.
#123webinar | @webmarketing123
Women’s
Snowboarding
/ Prep the Q4 eCommerce Playbook
Build a smart bidding strategy
with granular product groups.
TIP: Use new benchmark
CPCs to gauge competitor
Snowboarding bidding strategy.
Equipment
Men’s
Snowboarding
Boots Jackets Boards Bindings Boots Jackets Boards Bindings
33. Optimize for ROAS 2 with new structure.
#123webinar | @webmarketing123
/ Prep the Q4 eCommerce Playbook
Efficiently manage budget with new campaign priorities.
Women’s
Snowboarding Snowboarding
Equipment
Men’s
Snowboarding
Boots Jackets Boards Bindings
Boots Jackets Boards Bindings
Winter 2014 Sale:
Holiday hats, scarves, discounted boards, gift wrap offers, free shipping, etc.
Low
priority
High
priority!
34. Optimize for ROAS 2 with new structure.
#123webinar | @webmarketing123
/ Prep the Q4 eCommerce Playbook
Better understand buyer behavior with benchmark CTR.
TIP: Don’t forget to check
SQRs for negative keywords.
35. Test new “3 holiday” keywords.
Refresh ad copy and keywords to reflect seasonal offers.
“holiday coupon”
#123webinar | @webmarketing123
/ Prep the Q4 eCommerce Playbook
“gift ideas” “holiday sale”
“cyber Monday”
“Black Friday discount”
36. Test mobile 4 performance.
Refine mobile bidding and reporting.
Estimated Total Conversions
Improved reporting will give invaluable
cross-device conversion insights &
increase ROI on mobile ad spend.
AdWords Enhanced Campaigns
Specific bidding features capture the
“always-on” customer across:
• Device
• Location
• Time
#123webinar | @webmarketing123
/ Prep the Q4 eCommerce Playbook
37. Don’t dismiss 5 social ads.
Top retailers sold an estimated
$2.69 Billion
to shoppers clicking directly on social ads.
Source: Internet Retailer, ”Retailers focus on Social Media Results.”
#123webinar | @webmarketing123
/ Prep the Q4 eCommerce Playbook
38. Don’t dismiss 5 social ads.
#123webinar | @webmarketing123
/ Prep the Q4 eCommerce Playbook
Social ads drive sales– not just Likes.
39. Launch remarketing 6 campaigns.
But one visit is typically not enough
Leave a website without
converting1
Leave a website without
converting1
Leave a website without
converting1
Abandon shopping carts
without purchasing1
49% Typically visit 2-4 sites before
#123webinar | @webmarketing123
/ Prep the Q4 eCommerce Playbook
One visit is typically not enough to convert.
Google Confifidential and Proprietary 4
But one visit is typically not enough
96%
96%
70%
70%
Understanding Shopping Cart Abandonment, Forrester Research, May 2010
Abandon shopping carts
without purchasing1
purchasing2
Understanding Shopping Cart Abandonment, Forrester Research, May 2010
Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited) Google Confifidential and Proprietary 4
Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited)
Google Confifidential and Proprietary 4
But one visit is typically not enough
96%
70%
Understanding Shopping Cart Abandonment, Forrester Research, May 2010
Abandon shopping carts
without purchasing1
49% Typically visit 2-4 sites before
purchasing2
Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited)
Remarketing
gives you a
second chance
to bring past
visitors back to
your site to
convert.
Source: Google New Opportunities for Remarketing Deck
40. Launch remarketing 6 campaigns.
#123webinar | @webmarketing123
/ Prep the Q4 eCommerce Playbook
Past site visitors are more likely to convert.
Google AdWords (RLSA) GDN (Display Remarketing)
3x
Previous site visitors convert
at a 3x higher rate.
450%
Advertisers see a 450% increase in CTR.
Source: Google New Opportunities for Remarketing Deck
TIP: Twitter and Facebook
provide retargeting
opportunities, too.
42. 2014 Holiday eCommerce Recap:
#123webinar | @webmarketing123
/ Prep the Q4 eCommerce Playbook
1
2
Switch to Google Shopping campaigns BEFORE September 30th.
Get mobile search and UX right. Mobile sites have a 72% error rate.
(Stat applies to sites with separate URL.)
3 Get ahead of the competition. Build your new keyword mapping structure
and paid strategy now.
4 Measure success by revenue – not just clicks and traffic. Start measuring
CoCA and LTV progress.
43. Schedule a free, 30 minute consultation!
Source: Synecore, “10 Examples of Amazing Responsive Design”
#123webinar | @webmarketing123
Thank you!
Let’s
Talk! Mike Turner, Director of Business Development
e: results@webmarketing123.com t: 800. 619. 1570