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

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