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Transcript of Can you hear me? Great! We will get started soon. Do you have headphones? No Yes No.
Can you hear me?
Great! We will get started soon.
Do you have headphones?
No
Yes
Yes
No
Killer Tips For Holiday Campaigns
3
Meet The Team
Santa’s wish list: Health, Well and a
Mountain bike
Naomi Hauser
Director of products
Santa’s wish list: Grandma’s Pasta, NBA All Star Tickets, World
Peace
Dror Aharon
SEM Account Manager
Santa’s Wish List: A kitchen aid, dinner at the best restaurant in the world (Alinea in Chicago) and a dog
Ethel Berdah
Saas Account Manager
5The key dates for the Holidays
• Black Friday – Friday after thanksgiving
• Cyber Monday – Monday after Thanksgiving
• Christmas Eve – December 24th
• Christmas Day – December 25th
• Boxing Day – Day following Christmas day
• New Year’s eve – December 31st
• Russian Christmas – January 7th
Tip #1: Look at your statistics
5Analyze performances from the previous years
Historical data • Review performances from last 2 years on same period
• Pull performance reports for the Holiday period – October,
November, and December.
Understand your performances• Pull key metrics: impressions, clicks, average CPC, spend, orders,
ROAS etc.
• Based on most performant time period, hours, channels, devices …
Quality • Keywords, ads, landing pages, and offers that ran last holiday season
5If you don’t have valuable datas
Google trends • Weekly analyze of big hits on Google Trend
• Keyword Research
• Geo-targeting
• Content creation
• Channels
Trend Integration• Landing page
• Banners
• Special promotions
• Creating great titles.
• Using the right tags.
• Optimizing descriptions.
Tip #2:Use Your Brand
5Get your brand out there
Increase Brand awareness
Launch Pre-seasonal sale (early birds special)
Gather data for remarketing
Pre-Seasonal Branding (November)
Remarketing (December)
Use data from pre-seasonal branding for
retargeting campaigns
Tip #3: Get your Position Right.
5Get your position right
Increase ad position in the pre-holiday season to
keep the position high during the holidays and
CPC costs low
Improve CTR of ads to further improve ad
position resulting a higher position in the
holiday season
Specific SearchCampaigns
Tip #4:Timing is everything
5Be Prepared
Start early
Be prepared
Make sure you chose your strategy
5October
5November
5December
Tip #5: Make it special
5Make it special
Content of your ad • Holiday Messaging and language
• Relevant Keywords
Seasonal Promotions and Targeting • Seasonal sitelinks
• Seasonal Promotion (free shipping, sales for holidays, guaranteed
delivery for Christmas …)
• Call extensions
• Destination URLs to holidays’ products
Optimize website• Add holiday tag on your selected products
• Mention on the product description
• Add a Holiday category
5Make it special
Holidays Best Seller
Perfect kit for make up retouches during your NYE party
Free Delivery for the holidays
Christmas gift
Tip #6:Cross Marketing
5Cross channels
Cross Channel Visibility • Beneficiate from better visibility
• Use Social Media to your advantage
Establish a common mapping • Be easily recognizable by your customers
• Homogenous message, promotion and branding
Strategy• Adjust budget and bidding depending on platform
• Analyze previous statistics
• Set up reports on key products or product categories to track its
trending
5Cross devices
of shoppers starts on one device and continue shopping on another
67%Of smartphone owners plan
to use their device for holiday shopping
73% 56%
Of mobile shoppers said that mobile search has
introduced them to new brands
20%
Of total online sales came from Cyber Monday and
Black Friday
Keep messaging consistent to be recognizable across different ad
placements
Use mobile friendly design
Optimize for mobile
Tip #7:Post Holidays
5Post Holidays
Post Holiday vacations
Advertise for Valentine’s dayPost Holidays’ clearance sales
%
NY good resolutions
Diet, Quit smoking, being spiritual, being healthy,
changes…
Analyze datas from Holiday’s season
Already review the big hits of the season and follow up with
customers
Target customers for winter vacations
Special discount post season Winter is a good time for
cuddle and love!