1.
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
CHRISTMAS IN JULY: PREPARING YOUR
ECOMMERCE SITE NOW FOR THE
HOLIDAYS
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
TAD MILLER,
VICE PRESIDENT OF ACCOUNTS
SEARCH MOJO
ADAM BERKE,
PRESIDENT
ADROLL

2.
SEARCH-MOJO.COM@searchmojo #mojowebinar
TODAY’S PRESENTERS
Tad Miller
Vice President of Accounts,
Search Mojo
Follow on Twitter: @jstatad
Adam Berke
President,
AdRoll
Follow on Twitter: @adamberke

3.
SEARCH-MOJO.COM@searchmojo #mojowebinar
ABOUT SEARCH MOJO
• Search engine marketing firm founded in 2005
– Search engine optimization (SEO)
– Pay-per-click advertising management (PPC)
– Social media advertising
– Online reputation management
• Headquartered in Charlottesville, VA
– Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more

4.
SEARCH-MOJO.COM@searchmojo #mojowebinar
OUR CLIENTS

5.
SEARCH-MOJO.COM@searchmojo #mojowebinar
ABOUT ADROLL
Retargeting Platform for the World’s Leading Brands
+7,000 active customers, spending from $100 to $100k/month

6.
SEARCH-MOJO.COM@searchmojo #mojowebinar
TREAT EVERYDAY LIKE THE HOLIDAYS
• Yes there is preparation needed for the
holidays
• The reality is there’s money to be
made all year long, not just in
November - December

7.
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
ADAM BERKE
ADROLL
COLLECTING DATA NOW
FOR CONVERSIONS IN
DECEMBER

8.
@searchmojo #mojowebinar SEARCH-MOJO.COM
WHAT WE’LL LEARN TODAY!
• The value of intent data
• FBX Right Rail
o Difference between FBX and Marketplace
o Performance data
o Dynamic ads
o FBX vs web retargeting
• FBX News Feed
o Performance data
o News Feed vs Right Rail vs web retargeting

9.
@searchmojo #mojowebinar SEARCH-MOJO.COM
CUSTOMER DATA: YOUR MOST VALUABLE MARKETING
ASSET

10.
@searchmojo #mojowebinar SEARCH-MOJO.COM
WHY IS CUSTOMER DATA SO VALUABLE?
patio furniture
Intent
INTENT!

11.
@searchmojo #mojowebinar SEARCH-MOJO.COM
trade in calculator
Intent
INTENT!
WHY IS CUSTOMER DATA SO VALUABLE?

12.
@searchmojo #mojowebinar SEARCH-MOJO.COM
WHAT IS RETARGETING?
Over 85% increase in
return conversions
98% of visitors leave your
site without converting

13.
@searchmojo #mojowebinar SEARCH-MOJO.COM
CROSS PLATFORM REACH
AdRoll integrates with all the major ad exchanges.Retargeting Platform BLAHBLAHA
Be inventory agnostic

14.
USE YOUR DATA ON FBX
VS.
► Uses your first party data
► Purchase via Facebook’s partners
► Uses Facebook-gathered data
► Purchase via Facebook
Use FB data with Marketplace ads

15.
VS. WEB RETARGETING

16.
LITTLE OVERLAP BETWEEN FBX AND WEB

17.
@searchmojo #mojowebinar SEARCH-MOJO.COM
PERSONALIZED RETARGETING –
LiquidAds on FBX

18.
@searchmojo #mojowebinar SEARCH-MOJO.COM
LIQUIDADS & INDOCHINO
18% Lift in click conversion rates
Results
115% Lift in view-through conversion rates

19.
@searchmojo #mojowebinar SEARCH-MOJO.COM
WHY NEWS FEED?
Premium Placement
Social Elements
Rich Content
Cost per Insertion
A Brief Overview

20.
@searchmojo #mojowebinar SEARCH-MOJO.COM
NEWS FEED
 News Feed CTR is 21x higher than Web RT, and 49x
higher than right hand side
 News Feed CPC is 79% lower than Web RT, and 53%
lower than right hand side
 News Feed click-only CPA is 77% lower than Web
RT, and 45% lower than right hand side
Encouraging Numbers vs. Web RT & FBX Right Hand Side
…so, you might be asking “Should I dump all of my retargeting budget
into the News Feed?”

21.
@searchmojo #mojowebinar SEARCH-MOJO.COM
ADDING NEWS FEED TO RIGHT RAIL
Incremental clicks & lower overall CPC

22.
@searchmojo #mojowebinar SEARCH-MOJO.COM
MULTI-CHANNEL DOMINATION
1. Facebook News Feed for high quality, low volume
impact
2. Facebook Right Hand Side for high performance
scale
3. Standard web retargeting for maximum reach and
incremental conversions

23.
@searchmojo #mojowebinar SEARCH-MOJO.COM
PREPARE: WHAT SHOULD YOU DO
TODAY?
1. Implement segmentation strategy and reengagement
tactics. Who bought earlier in the year? How do you
want to get them back?
2. Create long cookie duration segments.
3. Start thinking about holiday creative for all
channels.
4. Prepare CRM retargeting strategy.

24.
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
TAD MILLER
SEARCH MOJO
PREPARING FOR HOLIDAY
SALES

25.
SEARCH-MOJO.COM@searchmojo #mojowebinar
PRODUCT LISTING ADS (PLA’S)
Pushing Store Visit Pushing E-commerce

26.
SEARCH-MOJO.COM@searchmojo #mojowebinar
PLA USAGE IS WAY UP IN 2013
• 8 of the top 20 US Ecommerce
PPC advertisers got more ad
impressions from PLAs than from
text ads
• Most of those 8 sites don’t also
have brick and mortar store
locations
• Large retailers like
Walmart, Target and Bestbuy
have fully embraced PLAs

27.
SEARCH-MOJO.COM@searchmojo #mojowebinar
RATE OF PLA ADOPTION BY VERTICAL

28.
SEARCH-MOJO.COM@searchmojo #mojowebinar
WHY PLA’S FOR ECOMMERCE
• A recent 2013 report stated that CPCs on
PLAs are 10% lower than text ads and
have 22% better ROI than non-brand KW
text ads
• We have some Ecommerce clients whose
PLAs are over 200% better ROI than text
ads
RKG Digital Marketing Report Q1 2013

29.
SEARCH-MOJO.COM@searchmojo #mojowebinar
PERFECT YOUR PLA’S NOW
• Work on these now. Black Friday and
Cyber Monday is too late
– Fix your Merchant Feed Account Errors
• Your Ads Won’t Show Where there are Feed Errors
– Keep your Merchant Feed up to date
• New products come. Products Go Out of Stock
– Pause Ads as Inventory Goes Out of Stock
• Get the AdWords API or get an Agency that has it

30.
SEARCH-MOJO.COM@searchmojo #mojowebinar
DON’T FORGET “VANILLA” REMARKETING
• Use a variety of long term tactics to unleash
your holiday display remarketing for a well
timed short burst
• Ecommerce remarketing doesn’t always
have to be immediate response

31.
SEARCH-MOJO.COM@searchmojo #mojowebinar
BIG TICKET ITEM REMARKETING
• Build remarketing lists for your big ticket low
traffic items over the long haul
• Hit them with holiday discounts

32.
SEARCH-MOJO.COM@searchmojo #mojowebinar
PLAN FOR THE HOLIDAY SALE IN ADVANCE
• If you know in advance what items will be
on your holiday sales circulars create
custom remarketing campaigns just for
those items
• Short, Intense Duration

33.
SEARCH-MOJO.COM@searchmojo #mojowebinar
CATER TO COUPON LOYALISTS
• Start early and collect long term
remarketing lists to visitors of coupon /
incentive pages

34.
SEARCH-MOJO.COM@searchmojo #mojowebinar
WHAT’S RLSA ?
• RLSA – Remarketing Lists for Search Ads
– Lets you customize your search ads for people
that have previously visited your site
– Bid differently (percentage increases) for
people that recently visited or previously
purchased
– Show a different ad to people who put a
product in a shopping cart
– Bid on words you normally wouldn’t bid on

35.
SEARCH-MOJO.COM@searchmojo #mojowebinar
WHAT WORKS THE REST OF THE YEAR…
• Increased competition and higher bids are the
reality in late November through December
• Don’t throw out months/years of bid
management just to compete for 5 weeks

36.
SEARCH-MOJO.COM@searchmojo #mojowebinar
RAISE BIDS WITH AD SCHEDULING
• Just increase your bid adjustment over
100%
– Keeps your bid management work
– Keeps your bids relative to your bid
management

37.
SEARCH-MOJO.COM@searchmojo #mojowebinar
BRING EXTRA $
• Don’t miss out on sales opportunities
because your budget is inadequate
• Study your account history to see your
max spending day
• Study your AdWords “IS Budget” metrics
• Set daily budgets above your normal MAX
on the big days

38.
SEARCH-MOJO.COM@searchmojo #mojowebinar
NO SHAME IN LEFT OVERS
• Amazon and Ebay are competitors but…
• The are also Google AdWords Search Partners
• We have advertised on ISBN and SKU
numbers that generate cheap clicks

39.
SEARCH-MOJO.COM@searchmojo #mojowebinar
ENHANCED CAMPAIGNS & MOBILE
• Starting July 22, 2013 all AdWords Campaigns will be
“Enhanced”
• Desktop & Mobile Clicks are mixed together
• You need landing pages that respond to the size of the
screen

40.
SEARCH-MOJO.COM@searchmojo #mojowebinar
BRICK & MORTAR STORES
• If you have multiple locations you need to
take advantage of local search and help
shoppers find the store

41.
SEARCH-MOJO.COM@searchmojo #mojowebinar
GOOGLE CAN’T TYPE…
• Most store finders work great
for people
• Search Engines can’t fill out
forms to get to store pages
• You need to build a
redundant directory
structure to get store pages
indexed
Search Engines Need These Pages
 States
 Cities
 Stores
 Individual Store

42.
SEARCH-MOJO.COM@searchmojo #mojowebinar
IN STORE AVAILABILITY
If you have multiple stores give your site the ability
to check local store availability

43.
SEARCH-MOJO.COM@searchmojo #mojowebinar
PLAYING THE “SHOWROOMING” GAME
Stores are increasingly becoming the show
room for shoppers to check out products and
then look on their phones for the best price

44.
SEARCH-MOJO.COM@searchmojo #mojowebinar
HOW TO FIGHT SHOWROOMING
• Measure “Dwell Time” in the store where people are
using their phones
• Provide free in-store WiFi and review usage logs to see
what people are searching for
• Get more aggressive on price cuts
• Have sales team emphasize service, no shipping and no
wait
• ScanLife says barcode search volume triples on Black
Friday Weekend

45.
SEARCH-MOJO.COM@searchmojo #mojowebinar
WANT TO LEARN MORE?
View the Online Marketing Institute Crash Course
Paid Search for Ecommerce
Get access now: http://bit.ly/OMI-Ecommerce
Contact Search Mojo:
Looking for help?
Sean McCusty
800-939-5938 xt. 116
smccusty@search-
mojo.com

46.
SEARCH-MOJO.COM@searchmojo #mojowebinar
UPCOMING WEBINAR
Building Your Website With SEO in Mind
August 8, 2013
2:00 p.m. ET
Register today at
www.search-mojo.com/design
Janet Driscoll Miller
President & CEO
Search Mojo
Amanda Sides
Account Director
Search Mojo

47.
SEARCH-MOJO.COM@searchmojo #mojowebinar
CONTACT
Tad Miller
Google+: +Tad Miller
Twitter: @jstatad
Adam Berke
+Adam Berke
Twitter: @adamberke
Google+: +Search Mojo
Twitter: @SearchMojo
Facebook:
facebook.com/searchmojo
www.adroll.com
Twitter: @AdRoll
Facebook:
facebook.com/adrollcom