Holiday 2010 eCommerce Advertising Survival Guide

October 7, 20101:00 PM – 2:00 PM (EDT)

Who We Are

Clickable provides a complete, custom solution that makes online advertising across Google, Yahoo, Bing and Facebook

Simple, Instant and Profitable™.

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Who We Are

Peter ChunSenior Director, Clickable Solutions

Max KalehoffClickable Vice President of Marketing

Thought Starters

What do tough economic conditions mean for online marketing?

What role should online advertising play during this uncertainholiday period?

What are the best online advertising strategies to drive profitability in these conditions?

What are the key watch-outs in a more competitive retail environment?

What’s the long-term outlook for online advertising?

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Mixed Holiday Sentiment

“Consumers are doing OK, they are not retrenching, but neither are they splurging. This sets us up for a better holiday-shopping season than the past few years. The recovery is on track, but remains lackluster.”

- Sal Guatieri, senior economist at BMO Capital Markets Inc.

10/7/10 4Source: Bloomberg, October 2010

Confidence Reflecting Reality

10/7/10 5Source: Conference Board via CNN Money (2010)

Recession Hits Retail Sales

10/7/10 6Source: U.S. Commerce Department via TheAtlantic (2010)

Online Retail Trend

10/7/10 7Source: comScore (2010)

Online Retail Forecast

10/7/10 8Source: Forrester Research via TechCrunch, March 2010

Online Influences Everything

10/7/10 9Source: Forrester Research via TechCrunch, March 2010

2010 Holiday Retail Forecast

$852 Billion (+2%)“Consumers' discretionary funds have dwindled as households remain focused on reducing debt and increasing their savings, while banks continue to limit access to credit and stimulus checks have run out.”

- Deloitte Chief Economist Carl Steidtmann

10/7/10 10Source: Deloitte, September 2010

Role Of Search In Shopping

10/7/10 11Source: PowerReviews 2010 Social Shopping Trends

Thrift Looms

10/7/10 12Source: comScore State Of The U.S. Online Retail Economy 2010

Free Shipping, Discounts & Coupons Still Reign

Source: Google/OTX State of Shopping, May 2010 

Timing Is Everything

10/7/10 14Source: Experian Hitwise Holiday 2010 Marketer Report and comScore News Release  

2009 Holiday Season Online Retail: $27 Billion

Nov 27Black Friday

$595MNov 30

Cyber Monday$887M

Dec 14Green Monday

$854M

Nov 26Thanksgiving

$318M

Dec 15Green Tuesday

$913M

Mar

ket S

hare

of U

.S. V

isits

To

Top

500

Ret

ail S

ites

 

How Can You Survive & Thrive

This Holiday Season?

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Plan With a Calendar

Thanksgiving

Christmas

Weekend Before Christmas

-----------------10% off & Free Shipping Over $50 -------------------

---------------- Automatic Free Shipping, $25 off of $150 Minimum ----------------------

Last Day: Overnight Shipping

Cyber Monday Sales

-------Green Monday Sales -------

Black Friday

Be Found

• Competition and CPC’s will increase in Q4.• Diversify where you are showing your ads to maximize

ROAS or CPA.• Continue to find new audiences for your product.• Activate campaigns across Yahoo!, Bing and Facebook.• Create a Merchant center account with Google and submit

your product data feed (for free).

Go Social

“We enable effective word-of-mouth advertising at scale for the first time.” - Sheryl Sandberg, Facebook's chief operating officer (WSJ 2010)

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Where Does Facebook Advertising Fit Into Your Overall Advertising Plan?

• Awareness & Acquisition: Get Customers.• Deliver messaging about your brand to connect with target audiences.

• Engagement & Community Building: Build Fans.• Cultivate fans to interact with, drive loyalty, and “like” you.

• Direct Response: Performance Advertising.• Invest in targeted media in order to drive a specific conversion.

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Stand Out

• What is your value proposition?• What separates you from your competition?• Now rephrase that into 70 characters.• Write one sentence as to why you are better than your

competitors.• Create multiple versions.• Make every click count.

Be a Marketer

• Which sounds more compelling? $10 off or 20%?• There are different ways to market your value.• Customers still love free shipping (upgraded shipping).• Include Coupon codes in the Ad Copy.• Make sure you include any last minute shipping dates.• Force the customer to take action, create the intent.

Keyword Tips

• Do you have product-level keywords?• Do your products have universal SKU’s? • Coupon searches increase 38% during the holidays, so

incorporate deals and offers.• Use Search Query Reports weekly to find targeted traffic

and block out unwanted traffic.• Maximize Match Types.• “Gift Cards” popular category for last-minute shopping.

Keep Track of Your Inventory

• Look back to Q4 2009• Do you historically sell certain products faster than

others?• Be Agile; Create a campaign focused on top sellers for

easy management.• Have a plan in case you run out of inventory:

• Create negative keywords to filter non-converting traffic.• Create “Other product suggestions” landing pages.• Redirect users to “like” products or category page for cross-selling.

Data & Signals: Track & Adapt or Lose

Impressions

TRACK

Clicks

CTRs

Cost

CPC

Avg. Position

Conversions/Sales

CPA

Conversion Rates

Revenue

ROI

Customer GEO

Time of Conversion

Demo, LTV, Behavioral, etc.

OPTIMIZE

Summary

• Stay Organized with a Marketing calendar and stick to it.• Be Found: Activate Campaigns across new networks• Go Search and Social.• Stand Out & Be a Marketer: Be clear what your value

proposition is and be creative writing ads.• Coupons, Discounts and Free Shipping still reign.• Pre-build Ad Copy in advance and get in the habit of

Pausing/Unpausing vs. Create/Delete.• Leverage Search Query Reports to maximize traffic.• Observe data and optimize weekly.

How Clickable Can Help?

1. Pre-Holiday Expert Discovery Report

2. Holiday Advertising Strategy Kickoff

3. Launch & Expand New Ad Campaigns

4. Get Custom Recommendations To Maximize Reach

5. Agile Management Of Your Campaigns

6. Continue Momentum With A Holiday Summary Report

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Call 877-775-6699 to talk with a Clickable Solutions Leader.

Award Winning Tool + Expert Team