Integrated Search, Social, and Display for Ecommerce Sites Lisa Raehsler at SES Chicago 2012

Chicago | November 12–16

Integrated Search, Social and Display for Ecommerce Sites

Lisa Raehsler Big Click Co Found/ SEM Strategy Consultant

Chicago | November 12–16, 2012 | #SESCHI

Today

• Why Integrated markeEng?

• Shopping behavior trends • Examples of integraEion

@LisaRocksSEM


MulCple Consumer Paths •  Selling has become more complicated: Search, Social, Display

•  Shopping behavior has changed

•  Integrated markeEng using online markeEng plaMorms and channels to support a markeEng goal

@LisaRocksSEM


MulC-‐Device Owners Plan To Purchase Online Across Devices

•  Shoppers are presented more opprintuniEes, adverEsers have more challenges

@LisaRocksSEM


Qualified Conversion Oriented Traffic Will Come From A Variety Of Sources

•  There are opportuniEes to integrate these channels to opEmize conversions

@LisaRocksSEM

• Search results • LocaEons / maps • Product lisEngs /shopping • Display

Search • Smartphones / Tablets • LocaEons / maps • Shopping Apps • Display

Mobile •  G+ •  FacebooK •  TwiYer •  YouTube •  Pinterest

Social


IntegraCng channels: All + Social •  Broadcast to all social channels

@LisaRocksSEM

Promo


IntegraCng channels: Search + Social

•  Google Adwords and Google+

•  Link Google+ page to website and link Adwords to Google+ page

@LisaRocksSEM


IntegraCng channels: Display + Social

•  RetargeEng ideas:

•  Target site visitors from social networks to join your Facebook page.

•  Build PPC search campaigns around “last minute gi_s” with special landing pages. Target visits to these landing pages with gi_ ideas.

•  Use the abandoned shopping cart technique combined with a sweet offer like 30% off to complete.

•  Test different offer types: % off, $ off, free shipping etc and tag unique LPs with similar offers

@LisaRocksSEM


IntegraCng Channels: Search + Display + Social

•  RetargeEng on YouTube

•  Cross-‐PlaMorm RetargeEng-‐ collect users YouTube

•  Target people across the Google Display Network who watched a certain video on YouTube or subscribed to your YouTube channel.

•  If someone visited your site already, checked out a certain category, or even a certain product, you can target that person as they browse YouTube.

@LisaRocksSEM


IntegraCng channels: Mobile & Local

•  4 in 5 mobile/tablet owners will use the devices to aid in holiday shopping

•  1in3 mobile searches are local

•  Websites we can expect to see research in product reviews or features.

•  Users consuming content are farther from the conversion, so focus efforts at the boYom of the funnel.

•  Make mobile ads acEonable with ad extensions

@LisaRocksSEM


IntegraCng Channels: Apps + Shopping •  Cross promote

apps from website

•  Promote apps in Adwords


IntegraCng channels: Social

@LisaRocksSEM


Integration with Facebook


Integration with Twitter


Missed opportunity?


Top Tips

1 Capture Consumer Demand: 54% of consumers will start holiday shopping before Black Friday 2 Make Sure Your Brand is Top of Mind: 46% of consumers plan to spend more time shopping around for gifts this year because of the economy 3 Open Attribution Window: While consumers are researching early, 31% plan to do the majority of their holiday shopping in early/mid December 4 Capture undecided holiday shoppers with search: 37% of consumers say search is their go-to source for gift ideas, and 51% plan to research online but buy in-store 5 Implement full coverage for mobile and tablet: 4 in 5 mobile/tablet owners will use their device for holiday shopping, and mobile users continue searching after Christmas

1 Be consistent across channels

2 Integrate channels + platforms

3 Look for opportunities to promote

@LisaRocksSEM

Integrated Search, Social, and Display for Ecommerce Sites Lisa Raehsler at SES Chicago 2012

Technology

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