eCommerce 2014 Holiday Planning for Slackers
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2 @ChristiJOlson #StateOfSearch #HolidayPlayBook
› Founded in 2002
› Seattle-based digital marketing agency
› PPC, SEO, Analytics, Display, Paid Social, Full Creative Services
› Award winning agency
› US Search Award: Best PPC Campaign 2014
› PSAMA Pulse Award Winner 2014
› $40M+ in managed media each year
› Servicing clients across all verticals and revenue models
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(Crazy)traveler
Runner / CrossFit
FamilyDirector
SEM
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4 @ChristiJOlson #StateOfSearch #HolidayPlayBook
› Looking back before you look forward
› What to Measure: KPIs
› The 5 things you still have time to do for holiday:› Mobile
› Keyword Audit (Close Variant Matching)
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5 @ChristiJOlson #StateOfSearch #HolidayPlayBook
Looking back before you look forward
# of Days you have to prep for Black Friday
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6 @ChristiJOlson #StateOfSearch #HolidayPlayBook
Looking back before you look forward
# of Days Between Black Friday & Christmas
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7 @ChristiJOlson #StateOfSearch #HolidayPlayBook
Source: @jmgagnon Bing Ads PPC for the Holidays : http://ow.ly/Dwkd3
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8 @ChristiJOlson #StateOfSearch #HolidayPlayBook
Source: ThinkWithGoogle http://ow.ly/Dv3qr
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9 @ChristiJOlson #StateOfSearch #HolidayPlayBook
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10 @ChristiJOlson #StateOfSearch #HolidayPlayBook
Create YoY Comp Calendars so you can explain spikes in KPIs
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11 @ChristiJOlson #StateOfSearch #HolidayPlayBook
Mon Tues Wed Thurs Fri Sat Sun
17 18 19 20 21 22 23
24 25 26 27 28 29 30
1 2 3 4 5 6 7
8 9 10 11 12 13 14
15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30 31 1 2 3 4
BF Door Buster Sale: 10 pm – 2 pm
Thanksgiving
Black Friday
Cyber Monday
Free Shipping Day
Christmas
Boxing Day
Free Standard
Shipping by Xmas
Overnight Guaranteed
Delivery by Xmas
2day Shipping
Delivery by Xmas
Begin 10 Days of Christmas Advent Calendar
B1G1 50% OFF Monday 5 pm – Friday 5 pm
In Store: 20% Off w/Gift Receipt
Free Shipping Boxing Day
Pre-Thanksgiving Early Bird Sale
REMOVE Xmas Ads
Start BF Ads Remove BF Ads
Start Cyber Monday
& Xmas Ads
Plan ahead with a promo calendar
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12 @ChristiJOlson #StateOfSearch #HolidayPlayBook
“20% of site sales and more than 43% of site traffic
will come from mobile devices this Holiday”
IBM Holiday Survey
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13 @ChristiJOlson #StateOfSearch #HolidayPlayBook
Smartphone owners plan
to use device for
shopping this Holiday
Black Friday & Cyber
Monday Sales came from
Mobile Devices in 2013.
+50% Growth YoY
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14 @ChristiJOlson #StateOfSearch #HolidayPlayBook
What To Run On. Top Keywords!
When to Run. AT THE VERY MINIMUM – Black Weekend starting on Thanksgiving
and the last shopping week of the season
Where To Be: 1st or 2nd Position Wins it All
What to Say:
- Keep it simple – 2 second rule! CTA + Offer
- Buy from your phone, in-stock now, include price, indicate how long it takes to
shipRemember that Google is now dropping that
2nd line of copy on mobile to show extensions!
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15 @ChristiJOlson #StateOfSearch #HolidayPlayBook
An Elf walked into a bar…,
bars, beer garden, lounge, night club, tavern,
pub, hangout hole, mini bar, bar stool, bar
exam, barre…..
Variants include:
misspellings,
singular/plural
forms,
stemmings,
accents and
abbreviations
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16 @ChristiJOlson #StateOfSearch #HolidayPlayBook
1. Ambiguous And Branded Keywords To Be Most Impacted
2. Close Variants matter more on Mobile Devices
3. In a nutshell, an efficient negative keyword strategy is
getting more crucial now than ever.
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17 @ChristiJOlson #StateOfSearch #HolidayPlayBook
In Adwords, Go to Keywords
Select Details Dropdown and
Search Terms “All” (or you could just preselect
exact/phrase match)
Download Report
Put it into a Pivot Table and evaluate KPIsMatch Type Impressions Clicks CTR CPC Cost CVR Conversions Revenue ROAS
broad 92,954 8,299 8.9% 0.35$ 2,904$ 1.1% 92 11,714$ 4.03
exact 709,464 25,296 3.6% 0.25$ 6,372$ 2.0% 513 48,887$ 7.67
exact (close variant) 6,834 613 9.0% 0.35$ 212$ 1.0% 6 710$ 3.34
phrase 8,000 1,574 19.7% 0.30$ 467$ 1.7% 27 2,919$ 6.25
phrase (close variant) 1,863 436 23.4% 0.30$ 132$ 0.9% 4 261$ 1.97
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18 @ChristiJOlson #StateOfSearch #HolidayPlayBook
Exact Keywords Exact Match Negative Phrase
Phrase Keywords Exact Match
Negative Exact
Negative Phrase
Broad & Modified
BroadPhrase & Exact Match
Negative Phrase
Negative Broad*
(single words only!)
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19 @ChristiJOlson #StateOfSearch #HolidayPlayBook
Nobody reads ads. People read what interests them.
- Howard Gossage
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20 @ChristiJOlson #StateOfSearch #HolidayPlayBook
Countdown Script Automates
a count down of Days and Hours
in your ad copy.
Count Down
Customizer
Business Data Customizers
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21 @ChristiJOlson #StateOfSearch #HolidayPlayBook
Countdown Script Automates
a count down of Days and Hours
in your ad copy.
Count Down
Customizer
Business Data Customizers
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22 @ChristiJOlson #StateOfSearch #HolidayPlayBook
Countdown Script Automates
a count down of Days and Hours
in your ad copy.
Count Down
Customizer
Business Data Customizers
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23 @ChristiJOlson #StateOfSearch #HolidayPlayBook
(=COUNTDOWN(“mm/dd/yyyy hh:mm:ss”, “xx”, x))
Required
Date & Time can be adjusted for International standards. I.E. MM/DD/YYYY vs DD/MM/YYYY
If you are localizing for international markets you need to use Language Code. It will automatically
translate “Days”, “Hours” into the correct language
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24 @ChristiJOlson #StateOfSearch #HolidayPlayBook
Why your ads might be rejected or not showing?
• Copy exceeds Description or Title character limits
• Promo has ended, so the ad stops displaying.
Examples:
• BF Pricing ends in X!
• X left for Free Shipping!
• X to buy before Christmas!
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25 @ChristiJOlson #StateOfSearch #HolidayPlayBook
Give the customers more relevant information – it’s
better for conversion!
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26 @ChristiJOlson #StateOfSearch #HolidayPlayBook
Seller Rating
Review
Callout
Social
Annotation
Sitelinks
Location
Bing RAIS
Google “Mega” Ad
Mobile Click-to-Call
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27 @ChristiJOlson #StateOfSearch #HolidayPlayBook
http://www.pointit.com/ad-extensions/
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28 @ChristiJOlson #StateOfSearch #HolidayPlayBook
If you have 100 visitors to your site and 3
convert…97 didn’t.
It’s easier to get 1 more of those 97 to convert than
it is find 33 more potentially qualified customers.-Katy Tonkin (@katytonkin) doing amazing math!
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29 @ChristiJOlson #StateOfSearch #HolidayPlayBook
Converters
Specific Pages
Abandons
Bid Up, Customize Message& Landing Page, Serve Ads
On Upper Funnel Terms
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30 @ChristiJOlson #StateOfSearch #HolidayPlayBook
RLSA
• Define audience list
• Copy top ad groups
into new campaign(s)
• Add audience list
• Set copy, bids, other
targeting
SERP
Dynamic Remarketing
• Tag Site (for Dynamic
Remarketing)
• Create campaign
• Add remarketing list
• Create Dynamic Ads
GDN
Audience Remarketing
• Define Lists
• Create campaings
• Add remarketing lists
• Load creatives
GDN
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31 @ChristiJOlson #StateOfSearch #HolidayPlayBook
RLSA
• Define audience list
• Copy top ad groups
into new campaign(s)
• Add audience list
• Set copy, bids, other
targeting
SERP
Dynamic Remarketing
• Tag Site (for Dynamic
Remarketing)
• Create campaign
• Add remarketing list
• Create Dynamic Ads
GDN
Audience Remarketing
• Define Lists
• Create campaings
• Add remarketing lists
• Load creatives
GDN
You can still do
this!
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32 @ChristiJOlson #StateOfSearch #HolidayPlayBook
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33 @ChristiJOlson #StateOfSearch #HolidayPlayBook
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34 @ChristiJOlson #StateOfSearch #HolidayPlayBook
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35 @ChristiJOlson #StateOfSearch #HolidayPlayBook
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36 @ChristiJOlson #StateOfSearch #HolidayPlayBook
Remove “Purchasers” from the targeting specific product ads so that you aren’t
showing them a product they already bought online. Instead use the Purchasers
segment to x-sell products.
Frequency Caps: 15-20 views per month
Burning: Don’t be overly annoying.
Remove customers that haven’t purchased after 30 days
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37 @ChristiJOlson #StateOfSearch #HolidayPlayBook
“Using the new flexible bid strategies makes me feel
icky and dirty…” @maddiecary
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38 @ChristiJOlson #StateOfSearch #HolidayPlayBook
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39 @ChristiJOlson #StateOfSearch #HolidayPlayBook
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40 @ChristiJOlson #StateOfSearch #HolidayPlayBook
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41 @ChristiJOlson #StateOfSearch #HolidayPlayBook
Mirror a campaign with this strategy in it…
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42 @ChristiJOlson #StateOfSearch #HolidayPlayBook
Scripts. They aren’t as scary as people make them
out to be!
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43 @ChristiJOlson #StateOfSearch #HolidayPlayBook
“If you can Copy & Paste you can use pre-written scripts” – SMX Advanced
Frederick Vallaeys (@siliconvallaeys)