Seasonal strategies for search marketing
Transcript of Seasonal strategies for search marketing
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2015 SUMMIT MONTREAL | JULY 29+30
Seasonal Strategies for Search Marketing
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©2015 All rights reserved 2ACQUISIO 2015 SUMMIT MONTREAL – JULY 29+30 #ACQsummit
MEET THE SPEAKERS
James StewartAccount Specialist,
Acquisio
Brad GeddesCo-founder, AdAlysis
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2015 SUMMIT MONTREAL | JULY 29+30
Seasonal AdaptationThe Curve is Real: Get Ahead
James Stewart
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Thank you!
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2015 SUMMIT MONTREAL | JULY 29+30
Have Profitable Holidays Throughout the Year
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About Me
Let’s Connect
@bgTheory
in/ewhisper
Founder, Certified KnowledgeCo-Founder, AdAlysisAuthor, Advanced Google AdWords
Brad Geddes
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Many Industries Can Take Advantage of Holiday Peaks
• Valentines Day: – Flowers and
chocolate• Super bowl:– TVs, party supplies
• Spring:– Weddings
• July 4th:
– Grills, outdoor cooking
• Labor Day:– Back to school
• Early fall:– Corporate retreats /
personalized items• Halloween:
– Costumes and decorations
• Christmas / Hanukah: – Gift cards, toys,
retail sales
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Keyword Changes
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Good Keyword Modifiers to Add
Coupon
Discount
Sale
Cheap
Free Shipping
Fast Shipping
Bargain
Inexpensive
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Topical Keywords
Christmas gifts for men
Gifts under $20
Men's gifts under $10
Mom Christmas gifts
Father’s day gifts
Mother’s day gifts
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Check Your Negatives
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Hint: Negative Keyword Lists for Temporarily Disabling Negatives
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Ad Changes
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Customizers as Placeholders
Event name
Discounts
Prices
Countdown
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Stock Your Online Store Window(Cross Sales & Related Products) 50% of orders do not include the product featured in the clicked PLA (adlucent)
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Hint: Bid Modifiers Can Hide ‘Benchmark CPC’ & Easily Allow You to ‘Reset’ after Holidays
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Ad Text CTR: Coupon vs Delivery
As Holidays Near: Delivery Time Matters more than Discount
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When Delivery Isn’t Possible – Users Interest Spikes in Gift Cards
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Sitelinks: Use Ad Group Level for Ambiguous Queries
Dress
Women
Evening
Prom
Gifts for Women
Gifts for Men
Gifts for Toddlers
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Remarketing
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Use Dynamic Remarketing if Possible
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Reuse Your Data
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RLSA Hints
Use ‘general’ words (Christmas gifts, Gifts for Spouse) only in RLSA campaigns if can’t afford the general words
Increase bids if user was previously on site
Use different promotional ads for RLSA users
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Landing Pages
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Search Conducted on 7/20/2015
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Fails…
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Partial Wins… But Scent Was Maintained
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Maintain Scent & Gift Buying Guide
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Upsell: Up to 60% of Purchase Price
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Bonus Tip
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Impression Share & Auction Insights are Holiday Gold
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AdAlysis & Acquisio
If you want to easily test ads
See winners in Acquisio
Get ad insights
And much more
Please consider AdAlysis
AdAlysis connector is free in Acquisio
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If You’re Interested in Learning More
Contact your Acquisio Rep The AdAlysis connector is Free
Learn More AdAlysis.com
FREE 30 Day Trial
Contact Brad Geddes http://adalysis.com/contact/
Twitter: @bgTheory
LinkedIN: /in/ewhisper
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2015 SUMMIT MONTREAL | JULY 29+30
Thank you! Questions?