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How to Make the Most of Your Holidays Ups and Downs
How to Make the Most
of Your Holidays Ups and Downs
About Promodo
4 Questions to Askwhen Analyzing
Holiday Campaign4 Questions to Ask During the
Holiday Campaign Audit
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.
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.
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.
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?
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.
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.
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.
Holiday Remarketing
o How to set up custom
audience in Google Analytics
Holiday Remarketing
o Customer segmentation based on the total amount of purchase
Holiday Remarketing
o Abandoned shopping carts remarketing audience
Holiday Remarketing
o Remarketing audience of visitors from a certain campaign
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.
4 Questions to Askwhen Analyzing
Holiday CampaignHoliday Product Listing Ads
Best Practices
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
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
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
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
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
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
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
PLA reports from SEMrush
PLA reports from SEMrush
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
4 Questions to Askwhen Analyzing
Holiday CampaignThe Most Memorable Christmas
Campaigns of 2014
Marks & Spencer#Followthefairies
o The consistent storyo Campaign across multiple channelso One hashtago Interaction with the audienceo User-generated content
Video
TwitterBlogs
Contests
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
John Lewis Video
Store
#MontythePenguin
o Story consistencyo Promotion across multiple channelso Single hashtago Branded products
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.
Thank you for your attention!
e-mail: [email protected]
Skype: promodo_ltd
Lena RuchkoInternational Marketing Manager
at Promodo
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Promodo.com/blog
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