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Christmas in July E-commerce Webinar

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Is your ecommerce site fully prepared for this year’s holiday season? In this webinar, Tad Miller of Search Mojo and Adam Berke of AdRoll will discuss some new and existing, but often-overlooked, tactics ecommerce sites need to consider adding their holiday advertising plans, to increase their revenue and decrease cost during the most wonderful time of the year.

What You’ll Learn:
• How retargeting can not only increase revenue, but reduce advertising costs and cart abandonment.
• More ways to leverage Google pay-per-click (PPC), including Product Listing Ads (PLAs) and Enhanced Campaigns.
• Why social media advertising should be top of your list for targeting precisely the right customers at the best time.
• Why dynamic creative should be a consideration for attaining the best conversion rates

Published in: Technology, Design
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Christmas in July E-commerce Webinar

  1. 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. 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. 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. 4. SEARCH-MOJO.COM@searchmojo #mojowebinar OUR CLIENTS
  5. 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. 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. 7. @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938 ADAM BERKE ADROLL COLLECTING DATA NOW FOR CONVERSIONS IN DECEMBER
  8. 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. 9. @searchmojo #mojowebinar SEARCH-MOJO.COM CUSTOMER DATA: YOUR MOST VALUABLE MARKETING ASSET
  10. 10. @searchmojo #mojowebinar SEARCH-MOJO.COM WHY IS CUSTOMER DATA SO VALUABLE? patio furniture Intent INTENT!
  11. 11. @searchmojo #mojowebinar SEARCH-MOJO.COM trade in calculator Intent INTENT! WHY IS CUSTOMER DATA SO VALUABLE?
  12. 12. @searchmojo #mojowebinar SEARCH-MOJO.COM WHAT IS RETARGETING? Over 85% increase in return conversions 98% of visitors leave your site without converting
  13. 13. @searchmojo #mojowebinar SEARCH-MOJO.COM CROSS PLATFORM REACH AdRoll integrates with all the major ad exchanges.Retargeting Platform BLAHBLAHA Be inventory agnostic
  14. 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. 15. VS. WEB RETARGETING
  16. 16. LITTLE OVERLAP BETWEEN FBX AND WEB
  17. 17. @searchmojo #mojowebinar SEARCH-MOJO.COM PERSONALIZED RETARGETING – LiquidAds on FBX
  18. 18. @searchmojo #mojowebinar SEARCH-MOJO.COM LIQUIDADS & INDOCHINO 18% Lift in click conversion rates Results 115% Lift in view-through conversion rates
  19. 19. @searchmojo #mojowebinar SEARCH-MOJO.COM WHY NEWS FEED? Premium Placement Social Elements Rich Content Cost per Insertion A Brief Overview
  20. 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. 21. @searchmojo #mojowebinar SEARCH-MOJO.COM ADDING NEWS FEED TO RIGHT RAIL Incremental clicks & lower overall CPC
  22. 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. 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. 24. @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938 TAD MILLER SEARCH MOJO PREPARING FOR HOLIDAY SALES
  25. 25. SEARCH-MOJO.COM@searchmojo #mojowebinar PRODUCT LISTING ADS (PLA’S) Pushing Store Visit Pushing E-commerce
  26. 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. 27. SEARCH-MOJO.COM@searchmojo #mojowebinar RATE OF PLA ADOPTION BY VERTICAL
  28. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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

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