How To Increase Holiday Sales
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How To Increase Holiday Sales Webinar
Transcript of How To Increase Holiday Sales
How To Increase Holiday SalesWebinar
Featuring...
Alex Missett, Shopify
Guy Wendon, Veeqo
Colin Williamson, iD30
Maciej Fita, Brandiginity
Alex Missett, Shopify
What are some specific tactics you have seen Shopify merchants use to increase holiday sales?
Outline
1. Remarketing2. Instagram Paid Shoutouts3. Facebook Ads4. Reddit Ads5. Google Search Ads6. Gift Guides7. Twitter Search8. Email Marketing
Remarketing
Previous visitors or users can see your ads as they browse websites like Facebook or as they search for terms related to your
products or services on Google.
Paid Advertising
1. Instagram paid shoutouts
Paid Advertising
1. Instagram paid shoutouts
Look for users in your niche with a lot of engaged followers and an email address to contact them.
Paid Advertising
2. Facebook ads
Paid Advertising
2. Facebook ads
With Facebook ads, youcan start small and experiment with differentaudiences.
Paid Advertising
3. Reddit ads
Paid Advertising
3. Reddit ads
Identify 15+ subreddits with people interested in your product.
Subreddits have a tone you need to match with your post.
Paid Advertising
4. Google search ads
Paid Advertising
4. Google search ads
Be on the lookout fornegative keywords.
Make sure to test ortweak ads!
Email Marketing
1. Online contest (gleam.io)2. Lead generation offer3. Popups / opt-in forms4. Add link to your email signature
Guy Wendon, Veeqo
How can Veeqo help increase holiday sales?
Colin Williamson, iD30
What are some specific tactics you have seen ecommerce merchants use to increase holiday sales?
Google Adwords
Google Adwords is Google’s online advertising programme that lets you reach new customers and grow your business. There are 4 networks available to advertise on, Search (text ads), Display (banner ads), Youtube (video ads) and Shopping (display ads).
FACT: Google Is The Number 1 Search Engine With 89.9% Of The Market.
With the Search Network your text ad will show next to search results when someone searches for your products or services using terms related to one of your keywords. These text ads will show on Google search sites and non-Google search sites (like AOL) that partner with Google to show search ads, called search partners. Clicks can cost anything between 20p and £80.
● 40,000 online searches occur per second in the UK.
The Search Network
Colin Williamson, iD30Text Ads
1-3 Above Organic Results
4-11 Down Right Hand Side
Google Shopping
Product Listing Ads show a set of relevant products for a given search. The ads appear in their own box on Google Search (separate from text ads), on Google search partner websites that display and link to products for sale and on Google Shopping. You should look to include an image, title, price, promotional message, and your store or business name inside the ads. Clicks can cost anything between 20p and £3.
● 41% research and purchase on a smartphone
Shopping Ads
Shows banner ads to a group of more than a million websites, videos, and apps. Your ads will be automatically matched to websites and other placements like mobile phone apps, when your keywords are related to the sites' content. You can also choose to target specific sites, pages about specific topics, demographic groups, and more. Clicks can cost anything between 10p and 50p.
● 75% of consumers learn about new products from online advertising
The Display Network
Display Ads
Gmail Ads
Engagement Ads
You can currently target any ad format -- image, video, and text -- to different placements on the YouTube site, as well as specific content categories like Science & Technology or Education. Clicks can cost anything between 10p and 50p.
You can also exclude specific content on the YouTube site from appearing with your ads.
● 70% of UK population watches YouTube
Youtube
In Stream AdsIn Display Ads
Video Cards
Colin Williamson, iD30
Are there any tips or tactics you can share with listeners?
Is Your Website Up To Scratch?
Mobile Responsivehttps://www.google.com/webmasters/tools/mobile-friendly/
Site Speedhttps://developers.google.com/speed/pagespeed/insights/
Ease Of Navigationhttp://www.pleasecritiqueme.com/
E Commerce Platformhttp://ecommerce-platforms.com/
Search Campaign Build Best Practices1. Open all features.2. Use standard delivery not accelerated.3. Use manual bidding not automatic.4. Put ad rotation on rotate evenly for a/b testing.5. Use 1 keyword per ad group.6. Put the keyword in modified broad, you can then use the segment tab and search terms match type to see how you have been performing in phrase and exact match.7. Make sure the keyword is within the ad.8. Ensure the landing page is relevant to the keyword.9. Putting a full stop at the end of description line 1 will move it beside the headline and make the ad more prominent.10. Always have a minimum of 4 ads per ad group 2 of which should be mobile preferred. This enables a/b testing across all devices.11. Add a list of negative keywords to negate any irrelevant searches.12. Use as many ad extensions as possible – sitelinks, location extensions, call extensions, callout extensions and structured snippets.13. Set up remarketing and conversion tags before you start either via analytics or using the Adwords tag provided.
Optimising Search/Shopping Campaigns1. Quality Score – this affects your Ad Position and CPC. A QS of 5-6 is ok, 7-8 is good, 9-10 is great. To improve QS make sure the keyword is in the ad and goes to the relevant page, make sure you use ad extensions, appear in the top 3 ads to increase CTR.
2. Compare yourself to your main competitors by looking at the auction insights section, this can be found in the details tab at both campaign and ad group level.
3. An important detail in any campaign is to see how often your ads are showing, to see how you are doing go to the columns tab, competitive metrics and add search impression share, also add lost is (rank) and lost is (budget). These columns will show you the % you are appearing and also where you need to improve, by either ad rank or budget. You need to be aiming for at least 70% impression share for an effective campaign.
4. In shopping campaigns use the benchmark columns to see where you are in terms of CPC and CTR and adjust accordingly.
5. Make sure your ads are in the top 3, 80% of all sales and enquiries come from top 3 ad clicks. Also mobiles only show 2 ads. The higher your ad position, the higher the CTR, the higher the Quality Score the lower the CPC becomes. So you could pay less to be in the top 3 than you do to be down the right hand side.
What are some do’s and don’ts for getting through the holiday sales?
1. Make sure your website is responsive, fast and user friendly.2. Be available 24/7 use all the networks (search, shopping, display, youtube) over all devices
(desktop, tablet, mobile). There is no longer a Monday-Friday 9-5 business.3. Offer promotions, price matching and free shipping, don’t get into a price war as you will see
the profits disappear.4. Make sure the foundations are set up correctly, build campaigns right from the start this will
save you time in the future. Don’t cut corners, this will cost you time and money.5. Use location extensions for foot traffic and call extensions for extra sales via the phone.6. Remarket to your customers, you need to be on their mind during every stage of the buying
cycle and in the moments that matter. Don’t expect them to remember you after 1 visit to your site.
7. Use other forms of marketing such as email to increase sales during holiday periods.8. Remember Adwords is a Return On Investment system. Increase your budgets during holiday
periods, show more to the consumer than your competitors, gain their business, their loyalty and their money.
