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
Chicago | November 12–16, 2012 | #SESCHI
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
Chicago | November 12–16, 2012 | #SESCHI
MulC-‐Device Owners Plan To Purchase Online Across Devices
• Shoppers are presented more opprintuniEes, adverEsers have more challenges
@LisaRocksSEM
Chicago | November 12–16, 2012 | #SESCHI
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
Chicago | November 12–16, 2012 | #SESCHI
IntegraCng channels: All + Social • Broadcast to all social channels
@LisaRocksSEM
Promo
Chicago | November 12–16, 2012 | #SESCHI
IntegraCng channels: Search + Social
• Google Adwords and Google+
• Link Google+ page to website and link Adwords to Google+ page
@LisaRocksSEM
Chicago | November 12–16, 2012 | #SESCHI
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
Chicago | November 12–16, 2012 | #SESCHI
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
Chicago | November 12–16, 2012 | #SESCHI
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
Chicago | November 12–16, 2012 | #SESCHI
IntegraCng Channels: Apps + Shopping • Cross promote
apps from website
• Promote apps in Adwords
Chicago | November 12–16, 2012 | #SESCHI
IntegraCng channels: Social
@LisaRocksSEM
Chicago | November 12–16, 2012 | #SESCHI
Integration with Facebook
Chicago | November 12–16, 2012 | #SESCHI
Integration with Twitter
Chicago | November 12–16, 2012 | #SESCHI
Missed opportunity?
Chicago | November 12–16, 2012 | #SESCHI
Missed opportunity?
Chicago | November 12–16, 2012 | #SESCHI
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
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