Christmas in July E-commerce Webinar

@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 ACCOUNTSSEARCH MOJO

ADAM BERKE,PRESIDENTADROLL

SEARCH-MOJO.COM@searchmojo #mojowebinar

TODAY’S PRESENTERS

Tad MillerVice President of Accounts,

Search MojoFollow on Twitter: @jstatad

Adam BerkePresident,

AdRollFollow on Twitter:

@adamberke


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


OUR CLIENTS


ABOUT ADROLL

Retargeting Platform for the World’s Leading Brands

+7,000 active customers, spending from $100 to $100k/month


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

@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938

ADAM BERKEADROLL

COLLECTING DATA NOW FOR CONVERSIONS IN DECEMBER

@searchmojo #mojowebinar SEARCH-MOJO.COM

WHAT WE’LL LEARN TODAY!

• The value of intent data

• FBX Right Railo Difference between FBX and Marketplaceo Performance datao Dynamic adso FBX vs web retargeting

• FBX News Feedo Performance datao News Feed vs Right Rail vs web retargeting


CUSTOMER DATA: YOUR MOST VALUABLE MARKETING ASSET


WHY IS CUSTOMER DATA SO VALUABLE?

patio furniture

Intent

INTENT!


trade in calculator

Intent

INTENT!

WHY IS CUSTOMER DATA SO VALUABLE?


WHAT IS RETARGETING?

Over 85% increase in return conversions

98% of visitors leave your site without converting


CROSS PLATFORM REACH

AdRoll integrates with all the major ad exchanges.Retargeting Platform BLAHBLAHA

Be inventory agnostic

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

VS. WEB RETARGETING

LITTLE OVERLAP BETWEEN FBX AND WEB


PERSONALIZED RETARGETING –

LiquidAds on FBX


LIQUIDADS & INDOCHINO

18% Lift in click conversion rates

Results

✔

115% Lift in view-through conversion rates ✔


WHY NEWS FEED?

Premium Placement

Social Elements

Rich Content

Cost per Insertion

A Brief Overview


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?”


ADDING NEWS FEED TO RIGHT RAIL

Incremental clicks & lower overall CPC


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


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.

@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938

TAD MILLERSEARCH MOJO

PREPARING FOR HOLIDAY SALES


PRODUCT LISTING ADS (PLA’S)

Pushing Store Visit Pushing E-commerce


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


RATE OF PLA ADOPTION BY VERTICAL


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


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


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


BIG TICKET ITEM REMARKETING

• Build remarketing lists for your big ticket low traffic items over the long haul

• Hit them with holiday discounts


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


CATER TO COUPON LOYALISTS

• Start early and collect long term remarketing lists to visitors of coupon / incentive pages


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


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


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


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


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


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


BRICK & MORTAR STORES

• If you have multiple locations you need to take advantage of local search and help shoppers find the store


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


IN STORE AVAILABILITY

If you have multiple stores give your site the ability to check local store availability


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


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


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 McCusty800-939-5938 xt. [email protected]

http://bit.ly/OMI-Ecommerce

http://bit.ly/OMI-Ecommerce


UPCOMING WEBINAR

Building Your Website With SEO in Mind

August 8, 20132:00 p.m. ET

Register today atwww.search-mojo.com/design

Janet Driscoll MillerPresident & CEOSearch Mojo

Amanda SidesAccount DirectorSearch Mojo


CONTACT

Tad MillerGoogle+: +Tad Miller

Twitter: @jstatad

Adam Berke+Adam Berke

Twitter: @adamberke

Google+: +Search MojoTwitter: @SearchMojo

Facebook: facebook.com/searchmojo

www.adroll.comTwitter: @AdRoll

Facebook: facebook.com/adrollcom

Christmas in July E-commerce Webinar

Technology

Transcript of Christmas in July E-commerce Webinar