ELITESEM.COM CONFIDENTIAL
Sara Goodman
SEO Account Manager
Adrienne Gaines
Manager of Client Strategy
PRESENTERS
Ryan Eidson
Head of Mobile Growth
ELITESEM.COM CONFIDENTIAL
AGENDAAGENDA
1) 8 Digital Marketing Best Practices
with Adrienne & Sara
- Paid Search & Media
- SEO
5 Reminders
2) How to Optimize Mobile for the Holidays
with Ryan
3) Q&A@adroll
@elitesem
#adrollwebinar
ELITESEM.COM CONFIDENTIAL
PLAN:- Use Countdown Ads
#1
UTILIZE
PROMOTION
AL AD COPY PAID SEARCH & MEDIA
ELITESEM.COM CONFIDENTIAL
PLAN:- Connect Messaging on All Touch Points
PAID SEARCH & MEDIA
#1
UTILIZE
PROMOTION
AL AD COPY
ELITESEM.COM CONFIDENTIAL
PLAN:- Maximize Impact of Promotions
Through Budgeting and Bidding
PAID SEARCH & MEDIA
#1
UTILIZE
PROMOTION
AL AD COPY
ELITESEM.COM CONFIDENTIAL
PLAN:- Use RLSAs for Customer Segmentation
PAID SEARCH & MEDIA
#1
UTILIZE
PROMOTION
AL AD COPY
ELITESEM.COM CONFIDENTIAL
PLAN:- Data Should Dictate Decisions
- Start Testing Now
#2
A|B TEST
ADSPAID SEARCH & MEDIA
VS.
ELITESEM.COM CONFIDENTIAL
PLAN:- Start Small
- CRO Strategy is Essential
PAID SEARCH & MEDIA
Source: Optimizely
#2
A|B TEST
LANDING
PAGES
ELITESEM.COM CONFIDENTIAL
PLAN:- Move Away From Last-Click Tracking
- Change Goals of non-branded and Increase Presence
- Utilize Google Analytics to Start
#3
WATCH FOR
ASSISTED
CONVERSIO
NSPAID SEARCH & MEDIA
ELITESEM.COM CONFIDENTIAL
PLAN:- Establish & Strengthen Shopping Efforts
#4
PRORITIZE
SHOPPING
OPPSPAID SEARCH & MEDIA
50%-80% of
AdWords
Spend
ELITESEM.COM CONFIDENTIAL
PLAN:- Add Merchant Promotions
PAID SEARCH & MEDIA
#4
PRORITIZE
SHOPPING
OPPS
ELITESEM.COM CONFIDENTIAL
PLAN:- Focus on Seasonal Products
PAID SEARCH & MEDIA
#4
PRORITIZE
SHOPPING
OPPS
ELITESEM.COM CONFIDENTIAL
“Online sales are expected
to increase between 6-8
percent to as much as $105
billion”- National Retail Federation
ELITESEM.COM CONFIDENTIAL
PLAN:- Promote shipping and site-wide savings
- Stand out in the Search Engine Results Page #5
HOLIDAY
PROMOS
IN META
DATASEO
ELITESEM.COM CONFIDENTIAL
PLAN:- Time is money this holiday season
- Affects both user experience and rankings
#6
EXAMINE
PAGE
SPEEDSEO
ELITESEM.COM CONFIDENTIAL
PLAN:- Give prominence to new seasonal pages
- Include links on homepage and pages that are already performing well
#7
BOOST
INTERNAL
LINKSSEO
ELITESEM.COM CONFIDENTIAL
PLAN:- Use the same landing page during
promotional periods
- 301 redirect all out of stock or seasonal products
- Follow up with relevant content
#8
ALL YEAR
LONGSEO
ELITESEM.COM CONFIDENTIAL
PLAN:
- Understand your customers
- Review last year’s organic keywords, site search terms and high conversion terms
- Look into Google Trends & competitors
#1
KEYWORD
RESEARC
HPAID & ORGANIC
ELITESEM.COM CONFIDENTIAL
PLAN:- Craft a story from last year’s data
- Analyze data based on time and device
- Creating budgeting and bidding strategy #3
LEVERAG
E
HISTORIC
AL DATAPAID & ORGANIC
ELITESEM.COM CONFIDENTIAL
PLAN:- Strengths
- Weaknesses
- Look to industry trends
#4
POST-
MORTEMPAID & ORGANIC
ELITESEM.COM CONFIDENTIAL
- Strengths
PLAN:- Holiday strategy should begin and end
with mobile
- 40% of ecommerce is expected to be completed on a mobile device in 2015#5
REMEMBE
R
MOBILE!PAID & ORGANIC
ELITESEM.COM CONFIDENTIAL
Make your creative compelling and compatible for mobile
Take advantage of premium inventory
Don’t ignore Apple’s Safari users
HOW TO ROCK MOBILE THIS HOLIDAY SEASON
1
2
3
ELITESEM.COM CONFIDENTIAL
Smartphones drove 34.7% of all Black Friday online traffic, but tablets drove 35% more sales
Source: IBM 2014 Black Friday Report
SMARTPHONE BROWSE, TABLETS BUY
ELITESEM.COM CONFIDENTIAL
Build ads in HTML5 to support cross-device advertising
Use copy to promote new products, deals and discounts
Build eye-catching assets that are on-brand
MAKE YOUR MOBILE CREATIVE AS COMPELLING AS DESKTOP
1
2
3
ELITESEM.COM CONFIDENTIAL
1
2
3
ENGAGE USERS ON ONE OF THE WORLD’S MOST POPULAR BROWSERS
Source: Adobe Digital Index, “2014 Holiday Shopping Recap,” January 9, 2015 (eMarketer)
Safari accounts for 59.1% of
mobile browser share
iOS devices accounted for
three-quarters of US holiday
mCommerce sales in 2014
iPad was the “mobile” device
of choice for holiday shoppers
in 2014, with 48% of “mobile”
sales
ELITESEM.COM CONFIDENTIAL
iOS Android
Average Order Value $121.86 $98.07
Online Traffic 34.2% of BF traffic 15% of total of BF traffic
Online Sales 21.9% of total BF sales 5.8% of total BF sales
iOS users are more active Black Friday and Cyber monday shoppers than Android users
Source: IBM 2014 Black Friday Report
iOS VS ANDRIOD