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How Yahoo! Does Merchandising & Search Marketing for the Holidays By Jon Lautenschlager
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Transcript of How Yahoo! Does Merchandising & Search Marketing for the Holidays By Jon Lautenschlager
Yahoo 2013 Confidential & Proprietary. Do not share or distribute 1
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PRESENTED BY Jon Lautenschlager, Yahoo
How Yahoo! Does Merchandising & Search Marketing For The Holidays
Yahoo 2013 Confidential & Proprietary. Do not share or distribute 2
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Yahoo 2014 Confidential & Proprietary. 2
Shoppers who will take advantage of post holiday
sales
Click spike on core shopping days compared daily average for the quarter
Shoppers who will have started shopping by October
Green Monday (Dec. 8)
Cyber Monday (Dec. 1)
End of year sales!
‘Tis the season
October November
Thanksgiving (Nov. 27)
Black Friday (Nov. 28)
December
Free Shipping Day (Dec. 15)
January
40% 119% 47%
Yahoo 2013 Confidential & Proprietary. Do not share or distribute 3
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Prepare for the holidays
1. Complete health checks early
2. Draw shoppers with strong messages
3. Plan for key shopping dates
Yahoo 2013 Confidential & Proprietary. Do not share or distribute 4
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Set clear weekly goals, five weeks out
• Quality Score Analysis • Top Keyword Analysis
Week 1:
Build good quality
• Match Type Analysis • Missing components • De-dupe accounts
Week 2 – 3:
Fill the gaps
• Search Query Expand • Search Query Negatives
Week 4:
Expand coverage
• Ad Copy • Bids and budgets
Week 5:
Drive conversions
Yahoo 2013 Confidential & Proprietary. Do not share or distribute 5
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Health checks: Key take-aways
BUILD QUALITY SCORE WITH RELEVANT CONTENT
1 2 3
PERFORM COVERAGE AUDITS
TO RUN AT FULL CAPACITY
TEST COMPELLING AD COPY AND
ALIGN PROPER BIDS AND BUDGETS
Yahoo 2013 Confidential & Proprietary. Do not share or distribute 6
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Prepare for the holidays
1. Complete health checks early
2. Draw shoppers with strong messages
3. Plan for key shopping dates
Yahoo 2014 Confidential & Proprietary. 7
Shoppers are looking for value
Source: Yahoo & Microsoft internal data.
Yahoo 2014 Confidential & Proprietary. 8
Develop ad copy that resonates Ad Description
"Brands"
"Deals" "Products" % Off Brand Name
Call To Action
Cheap/ Affordable Compare
Discount/ Bargains DKI Fast Online
Param Insertion
Price/ Pricing
Products
Save/ Savings
Style/ Type Superlative
Ad
Title
"Brands"
"Deals"
"Products"
% Off
Brand Name
Call To Action
Cheap/Affordable
Compare
Discount/Bargains
DKI
Fast
Online
Param Insertion
Price/Pricing
Products
Save/Savings
Style/Type
Superlative
Variety/Selection
Source: Yahoo & Microsoft internal data. Analyzed thousands of ads, using Holiday 2013 data. 1 Nov'13' to 15 Jan 14‘One- and two-word phrases were grouped into different buckets, on which the performance was analyzed. Phrases within each bucket needed to appear in ads from at least 10 advertisers. Phrases in buckets were sorted based on a weighted average of positive ad quality and impressions.
Yahoo 2014 Confidential & Proprietary. 9
Adopt ad extensions to increase footprint and engagement
Sitelink Extensions
+14% CTR
Adding Location Extensions
+20% CTR
Adding Call Extension
+15% CTR
Source: Yahoo & Microsoft internal data.
Yahoo 2014 Confidential & Proprietary. 10
Ad copy: Key take-aways
TIMELY PROMOTIONS & RELEVANT
CONTENT MAKE ADS COMPELLING
1 2 3
ADOPT AD EXTENSIONS ACROSS ALL ACCOUNTS
LOAD ADS EARLY TO AVOID ANY
EDITORIAL DELAYS
Yahoo 2014 Confidential & Proprietary. 11
Prepare for the holidays
1. Complete health checks early
2. Draw shoppers with strong messages
3. Plan for key shopping dates
Yahoo 2014 Confidential & Proprietary. 12
The top shopping days continue to grow
17% 18% 15%
29%
0%
5%
10%
15%
20%
25%
30%
35%
0%
50%
100%
150%
200%
250%
Thanksgiving Black Friday Cyber Monday Green Monday
Clicks - 2011 Clicks - 2012 Clicks - 2013 YoY
Source: Yahoo & Microsoft internal data.
Yahoo 2014 Confidential & Proprietary. 13
Adjust budgets to keep campaigns online throughout key shopping days
You have to be in it to win it
• Thanksgiving sales spike later in the day
• Black Friday sales peak early in the morning and then taper off
• Cyber Monday sales are steady throughout the day, with a spike in the evening
Yahoo 2014 Confidential & Proprietary. 14
Target the mainline
89% higher clicks and 12X higher CTR
On average in the mainline compared to the side bar within the
Retail vertical
Source: Yahoo & Microsoft internal data.
Yahoo 2014 Confidential & Proprietary. 15
106
124
112
97
89
77
97
Sunday
Saturday
Friday
Thursday
Wednesday
Tuesday
Monday
Mobile
Search users have increased mobile usage
115
98
97
100
96
90
104
Sunday
Saturday
Friday
Thursday
Wednesday
Tuesday
Monday
PC Index of Clicks by Day of Week
Mobile represents ~24% of clicks on the Yahoo Bing Network Mobile continue to outgrow Desktop Clicks. 24% 104% *Source: Bing Ads, Jan – Jul 2013 and Jan – Jul 2014 *Mobile (Smartphone and Tablet) Source: Yahoo Internal
Yahoo 2014 Confidential & Proprietary. 16 Yahoo 2014 Confidential & Proprietary. 16
Shopping doesn’t stop after the holidays
2 in 5 47%
Plan to buy gifts after the holidays
Source: Experian.com, 2014.
Are looking to take advantage of post-holiday sales
Yahoo 2014 Confidential & Proprietary. 17
Bids & Budget: Key take-aways
KNOW KEY SHOPPING DATES,
ALIGN PROPER BIDS AND BUDGETS
1 2 3
HAVE A DISTINCT MOBILE STRATEGY
KEEP BUDGETS OPEN FOR POST-
HOLIDAY REVENUE
Yahoo 2014 Confidential & Proprietary. 18 Yahoo 2014 Confidential & Proprietary. 18
Green Monday (Dec. 8)
Cyber Monday (Dec. 1)
End of year sales!
So remember…..
October November
Thanksgiving (Nov. 27)
Black Friday (Nov. 28)
December
Free Shipping Day (Dec. 15)
January
Continue push through the first of the year
Open up budgets and implement seasonal ad copy
Setup the framework for success with proper account preparations
1 2 3
Yahoo 2013 Confidential & Proprietary. Do not share or distribute 19
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Thank You! Jon Lautenschlager [email protected]