Maximize Your SEM Sales: 2013 Holiday Calendar for Retailers
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Transcript of Maximize Your SEM Sales: 2013 Holiday Calendar for Retailers
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Maximize Your Holiday SEM Sales: 2013 Holiday Calendar for Retailers
About NetElixir University
• NetElixir University was launched in 2012 with a vision of “democratizing the digital marketing industry through exceptional knowledge and expertise sharing.”
• Through monthly webinars and
an annual seminar, we hope to
Provide the tools & knowledge
to help people become better
search marketers.
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Join our LinkedIn group: NetElixir University
Questions? Tweet with #NetElixirU and we’ll answer them for you!
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About Udayan Bose
• Founder & CEO, NetElixir,Inc.
• Founded PartyBingo.com (PartyGaming, Plc).
• Guest Lecturer: • Johnson School of Management, Cornell University.• City University of New York, Baruch.• Indian School of Business.
@udayanbose
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What is the SEM Holiday Calendar?
• Highlights key online shopping dates for this year.
• Day-wise forecast of competitive intensity for paid search advertising.
• Day-wise forecast of Y/Y CPC inflation.
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Since August 2008 NetElixir Retail Intelligence Lab has been conducting ongoing research on Search Trends and Ecommerce metrics for 32 large & mid-size retailers.
We have analyzed hourly data and captured the minutest of details related to search marketing sales, for this period.
Our holiday research has been published in the New York Times & Time.
How NetElixir builds its Holiday Calendar
NetElixir Holiday SEM Calendar 2013
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Thurs Fri Sat Sun Mon Tue Wed
11/28
11/28
11/29 11/30 12/1 12/2 12/3 12/4
12/5 12/6 12/7 12/8 12/9 12/10 12/11
12/12 12/13 12/14 12/15 12/16 12/17 12/18
12/19 12/20 12/21 12/22 12/23 12/24 12/25
Shortest runway to Christmas since
2002!
Expect more intense competition for “online shopper dollars” than any
previous year.
• Black Friday promotions will start from noon on Thanksgiving Day.• Expect more frequent promo changes by larger retailers. (The “Variety Effect”).• Recommend “go local strategy” from 12/21-12/23.• Forecasted Y/Y CPC increase: (Red) = 50%+; (Orange) = 30%+; (Yellow)=25%+.
3 Strategies for Maximizing Holiday SEM Sales
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Analyze search traffic and conversion trends for 2011 and 2012 holidays. Use NetElixir holiday calendar plus historical data analysis to build a day-wise SEM Plan.
Track “SEM Revenue/SEM Clicks” per state and use that for geo-specific budget allocation.
Use Channel Efficiency Dashboard to keep a tab on daily performance vs. pre-defined targets.
Traffic Pattern Analysis (Consumer Electronics)
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3 days
3 days
• Black Friday weekend sales now starts before Thanksgiving.
• Plan to tap intopost Christmas salesspike.
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SEM Revenue/ SEM Click (per state)
Consider Revenue/Click/geo for efficient budget allocation
The Channel Efficiency Dashboard
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Channels Unique visitors
Orders Revenue Cost Revenue/Cost(ROAS)
Revenue/Orders (AOV)
Orders/Unique Visitors (Conversion Rate)
% Revenue (new visitors)/ Total Revenue
SEM
SEO
CSE
SMM
Affiliate
Key Metrics Key Performance Indicators
How to Use the channel efficiency dashboard?• Set baseline numbers for KPI’s and key metrics• Daily Performance Alerts: - 10%+ baseline: Star (Green) - (-10%) – (9.99%) baseline: Aspirant (Yellow) - greater than -10% deviation from baseline: Laggard (Red)
Summary
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Apply NetElixir Holiday Marketing Calendar to Pre-Plan Daily SEM Sales & Spend.
Use Revenue/Click to build geo-targeted campaigns.
Keep your holiday marketing plan on track using NetElixir Channel Efficiency Dashboard.
A DIY AdWords Audit Tool for all attendees!
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Make sure your Paid Search campaigns are optimized for the holiday season!
Conduct a FREE 6-point audit of your AdWords account. www.NetElixir.com/aoa.html
Thank you!
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To request NetElixir’s Holiday Marketing Calendar template, tweet @NetElixir or email [email protected]
Spread the love! Tweet about our webinar! #NetElixirU
23,932 small businesses from 171 countries have benefitted from our FREE SEO & SEM tools at www.LXRMarketplace.com.
Have You?