How to make the most of your holiday ups and downs
Transcript of How to make the most of your holiday ups and downs
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How to Make the Most
of Your Holidays Ups and Downs
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About Promodo
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4 Questions to Askwhen Analyzing
Holiday Campaign4 Questions to Ask During the
Holiday Campaign Audit
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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.
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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.
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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.
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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?
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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.
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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.
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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.
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Holiday Remarketing
o How to set up custom
audience in Google Analytics
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Holiday Remarketing
o Customer segmentation based on the total amount of purchase
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Holiday Remarketing
o Abandoned shopping carts remarketing audience
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Holiday Remarketing
o Remarketing audience of visitors from a certain campaign
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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.
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4 Questions to Askwhen Analyzing
Holiday CampaignHoliday Product Listing Ads
Best Practices
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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
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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
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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
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Remarketing
Product Feed (All Goods)
Category
Subcategory
Brand
o Bid manual setupo 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
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Remarketing
Product Feed (All Goods)
Category
Subcategory
o Bids on the product type level. It could be category or subcategoryo Lowest bids
o Generates the biggest traffic volume
o High competition
o The lowest conversion rates
Campaign #3: bidding on product type
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Negative Keywords
Type 1Product-level
bids
o Brand-specific
keywordso 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 2Brand-level
bids
Type 3Category-level
bids
o Product-specific keywordso Category-specific keywords
o Product-specific keywordso Brand-specific keywords
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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
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PLA reports from SEMrush
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PLA reports from SEMrush
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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
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4 Questions to Askwhen Analyzing
Holiday CampaignThe Most Memorable Christmas
Campaigns of 2014
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Marks & Spencer#Followthefairies
o The consistent storyo Campaign across multiple channelso One hashtago Interaction with the audienceo User-generated content
Video
TwitterBlogs
Contests
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Christmas Campaign Instagram
TwitterCompany´s blog
#Tedselfie
o Promotion across multiple social networks o Single hashtago Based on the game principles which sparks the interest and leads to deep engagemento Creative use of Instagram
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John Lewis Video
Store
#MontythePenguin
o Story consistencyo Promotion across multiple channelso Single hashtago Branded products
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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.
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Thank you for your attention!
e-mail: [email protected]
Skype: promodo_ltd
Lena RuchkoInternational Marketing Manager
at Promodo
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