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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

EMail

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 marinn@netelixir.com

Spread the love! Tweet about our webinar! #NetElixirU

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