How Yahoo! Does Merchandising & Search Marketing for the Holidays By Jon Lautenschlager

Yahoo 2013 Confidential & Proprietary. Do not share or distribute 1

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PRESENTED BY Jon Lautenschlager, Yahoo

How Yahoo! Does Merchandising & Search Marketing For The Holidays


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Yahoo 2014 Confidential & Proprietary. 2

Shoppers who will take advantage of post holiday

sales

Click spike on core shopping days compared daily average for the quarter

Shoppers who will have started shopping by October

Green Monday (Dec. 8)

Cyber Monday (Dec. 1)

End of year sales!

‘Tis the season

October November

Thanksgiving (Nov. 27)

Black Friday (Nov. 28)

December

Free Shipping Day (Dec. 15)

January

40% 119% 47%


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Prepare for the holidays

1.  Complete health checks early

2.  Draw shoppers with strong messages

3.  Plan for key shopping dates


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Set clear weekly goals, five weeks out

•  Quality Score Analysis •  Top Keyword Analysis

Week 1:

Build good quality

•  Match Type Analysis •  Missing components •  De-dupe accounts

Week 2 – 3:

Fill the gaps

•  Search Query Expand •  Search Query Negatives

Week 4:

Expand coverage

•  Ad Copy •  Bids and budgets

Week 5:

Drive conversions


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Health checks: Key take-aways

BUILD QUALITY SCORE WITH RELEVANT CONTENT

1 2 3

PERFORM COVERAGE AUDITS

TO RUN AT FULL CAPACITY

TEST COMPELLING AD COPY AND

ALIGN PROPER BIDS AND BUDGETS


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Shoppers are looking for value

Source: Yahoo & Microsoft internal data.


Develop ad copy that resonates Ad Description

"Brands"

"Deals" "Products" % Off Brand Name

Call To Action

Cheap/ Affordable Compare

Discount/ Bargains DKI Fast Online

Param Insertion

Price/ Pricing

Products

Save/ Savings

Style/ Type Superlative

Ad

Title

"Brands"

"Deals"

"Products"

% Off

Brand Name

Call To Action

Cheap/Affordable

Compare

Discount/Bargains

DKI

Fast

Online

Param Insertion

Price/Pricing

Products

Save/Savings

Style/Type

Superlative

Variety/Selection

Source: Yahoo & Microsoft internal data. Analyzed thousands of ads, using Holiday 2013 data. 1 Nov'13' to 15 Jan 14‘One- and two-word phrases were grouped into different buckets, on which the performance was analyzed. Phrases within each bucket needed to appear in ads from at least 10 advertisers. Phrases in buckets were sorted based on a weighted average of positive ad quality and impressions.


Adopt ad extensions to increase footprint and engagement

Sitelink Extensions

+14% CTR

Adding Location Extensions

+20% CTR

Adding Call Extension

+15% CTR



Ad copy: Key take-aways

TIMELY PROMOTIONS & RELEVANT

CONTENT MAKE ADS COMPELLING

1 2 3

ADOPT AD EXTENSIONS ACROSS ALL ACCOUNTS

LOAD ADS EARLY TO AVOID ANY

EDITORIAL DELAYS


The top shopping days continue to grow

17% 18% 15%

29%

0%

5%

10%

15%

20%

25%

30%

35%

0%

50%

100%

150%

200%

250%

Thanksgiving Black Friday Cyber Monday Green Monday

Clicks - 2011 Clicks - 2012 Clicks - 2013 YoY



Adjust budgets to keep campaigns online throughout key shopping days

You have to be in it to win it

•  Thanksgiving sales spike later in the day

•  Black Friday sales peak early in the morning and then taper off

•  Cyber Monday sales are steady throughout the day, with a spike in the evening


Target the mainline

89% higher clicks and 12X higher CTR

On average in the mainline compared to the side bar within the

Retail vertical



106

124

112

97

89

77

97

Sunday

Saturday

Friday

Thursday

Wednesday

Tuesday

Monday

Mobile

Search users have increased mobile usage

115

98

97

100

96

90

104

Sunday

Saturday

Friday

Thursday

Wednesday

Tuesday

Monday

PC Index of Clicks by Day of Week

Mobile represents ~24% of clicks on the Yahoo Bing Network Mobile continue to outgrow Desktop Clicks. 24% 104% *Source: Bing Ads, Jan – Jul 2013 and Jan – Jul 2014 *Mobile (Smartphone and Tablet) Source: Yahoo Internal

Yahoo 2014 Confidential & Proprietary. 16 Yahoo 2014 Confidential & Proprietary. 16

Shopping doesn’t stop after the holidays

2 in 5 47%

Plan to buy gifts after the holidays

Source: Experian.com, 2014.

Are looking to take advantage of post-holiday sales


Bids & Budget: Key take-aways

KNOW KEY SHOPPING DATES,

ALIGN PROPER BIDS AND BUDGETS

1 2 3

HAVE A DISTINCT MOBILE STRATEGY

KEEP BUDGETS OPEN FOR POST-

HOLIDAY REVENUE

Yahoo 2014 Confidential & Proprietary. 18 Yahoo 2014 Confidential & Proprietary. 18

Green Monday (Dec. 8)

Cyber Monday (Dec. 1)

End of year sales!

So remember…..

October November

Thanksgiving (Nov. 27)

Black Friday (Nov. 28)

December

Free Shipping Day (Dec. 15)

January

Continue push through the first of the year

Open up budgets and implement seasonal ad copy

Setup the framework for success with proper account preparations

1 2 3


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Thank You! Jon Lautenschlager [email protected]

How Yahoo! Does Merchandising & Search Marketing for the Holidays By Jon Lautenschlager

Retail

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