Holiday Campaign Lookbook | 12 Holiday Marketing Campaign Ideas
Holiday Marketing Planning with SEM
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Transcript of Holiday Marketing Planning with SEM
Search Engine Marketing
Site: http://www.schipul.comBlog:
http://www.thesemblog.com
Search Engine Marketing
Holiday Trends
• Important Dates
• Special Coupons & Promotions
• Pay-Per-Click (PPC) campaigns
• Multi-Channel
• Measuring your success
TODAY WE’LL COVER
Planning MAKES A DIFFERENCE Source: comScore
Source: Google AdWords Seasonality Trends 2009Q3 / Q4 Critical
Periods
Source: Google AdWords Seasonality Trends 2009November
Source: Google AdWords Seasonality Trends 2009December
Source: Google AdWords Seasonality Trends 2009Q1 / Q2 Critical
Periods
Source: Google AdWords Seasonality Trends 2009January
Source: Google AdWords Seasonality Trends 2009February
Source: Google AdWords Seasonality Trends 2009March
Source: http://googleretail.blogspot.com/ Campaign
Opportunities
Campaigns
1. Research Your Target Market
2. Select mediums for promotion
3. Select promotional phrases
4. Build campaigns and budget
5. Resources calendar including end of campaign wrap-up
How to Target Your MarketGoogle Trends & InsightsCouponsPromotions - PromosDiscountsFree ShippingFree Gift offersGift ideasOpen House
Call out promotions & ease navigation
Select Channels
TwitterFacebookNewsletterBlogImage SearchVideo SearchProduct SearchOnline CouponsRadio Call-out
Google: Paid Ads
Ad CampaignSet-Up
• If possible, put the promotional keyword in the Title
• Use discount amount or pricing when available
• Raise budget at peak times
Monitor & Tweak Campaign
FaceBook AdsFacebook NotesBuild Fan PagesHoliday Parties - Events
Source: http://insidefacebook.com
Newsletters
Open HouseGift MembershipsHoliday EventsSpecial Deals
•Use analytics to search highest bounce rate and exit pages and review search phrases to correct.
•Research Average Orders – If average order is $100, run promotion encouraging $125 of spend with special offer. Incrementally increases sales.
Analytics Research
Benefits of SEM
• Build brand awareness online
• Increase sales/leads/contacts
• Easy to measure and track ROI
Track Your Success
• Traffic increase?
• Paid placement: conversions
• Is the phone ringing?
• Are SALES increasing?
• Set Goals prior to campaign
Let’s Review
• Determine promotional specials or incremental increases
• Target special phrases
• Keep a healthy offline and online balance
• Watch and tweak your campaign
Search Engine MarketingSchipul – The Web Marketing Company
Resources: www.google.com/insightshttp://googleretail.blogspot.com/
Web Site: www.schipul.com Blog: www.thesemblog.com