how to win this holiday season by emily kirk
TRANSCRIPT
#SMX #32D @EmilyKirk1986
DESPITE FIERCE COMPETITION
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CPCS CONTINUE TO RISE
Source: Search Engine Land Article by Mark Ballard from Merkle|RKG
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HOLIDAY SHOPPING CONTINUES TO BEGIN EARLIER
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HOLIDAY SHOPPING CONTINUES TO BEGIN EARLIER
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CYBER SALES STARTED LATE SUMMER
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CYBER WEEK
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BLACK NOVEMBER
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#SMX #32D @EmilyKirk1986
Target the Right Person with the Right Message at the Right Time
#SMX #32D @EmilyKirk1986
THE RIGHT PERSON
#SMX #32D @EmilyKirk1986
THE RIGHT PERSON
#SMX #32D @EmilyKirk1986
THE RIGHT PERSON
#SMX #32D @EmilyKirk1986
THE RIGHT PERSON
#SMX #32D @EmilyKirk1986
Leverage Google Analytics to Create Powerful Combination Audience Lists
THE RIGHT PERSON – HIGH VALUE USERS
§ § Date of first or last session § Combine behavior
§ eCommerce filters, and goals
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Examples of Google Analytics Engagement Metrics:
THE RIGHT PERSON
§ Frequency § Visit Duration § Number of Pages Visited § Purchase amount
§ Repeat purchases
§ Channel that Drove to Site
§ Recency
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§ Identify loyal customers so that you can target them differently by looking at spend amount and number of times purchased within a certain time frame
THE RIGHT PERSON – HIGH VALUE USERS
#SMX #32D @EmilyKirk1986
THE RIGHT PERSON – HIGH VALUE USERS
§ Visits site weekly § Purchased twice in the
past 2 months § Visited product page
§ Session duration > 600 seconds
§ Total spend > $200
#SMX #32D @EmilyKirk1986
§ 30% of purchases over the Thanksgiving holiday were self-gifts
THE RIGHT PERSON: THE SELF-GIFTING AUDIENCE
§ 77% of shoppers purchase
something for themselves over the holiday weekend
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THE SELF-GIFTER
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DAD HOLIDAY SHOPPING FOR HIS SON
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THE RIGHT PERSON WITH THE RIGHT MESSAGE
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THE RIGHT MESSAGE
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§ Leverage Price and Promotion Callouts
THE RIGHT MESSAGE
§ Have a Clear & Simple Message § Include Differentiators: Exclusive, Easy, Specials,
Get it first, Always open § Use a Sense of Urgency: Today Only, Limited Time,
48 Hour Sale § Leverage Information that is Important to Your
Audience
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THE RIGHT MESSAGE
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Q4 2014 Stats Most Important Online Shopping Factor
THE RIGHT MESSAGE
§ 50% Free Shipping
§ 28% Exclusive Online Deals
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§ Open Up Membership Duration to Capture Window Shoppers Waiting for the Right Sale
THE RIGHT TIME
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THE RIGHT TIME – MOBILE VISIBILITY
53%
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AT THE RIGHT COST
-20%
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AT THE RIGHT COST
+35%
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AT THE RIGHT COST
Bid Up Previous Purchasers & Loyal
Customers on Broader, Relevant
Keywords
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Target the Right Person with the Right Message at the Right Time
#SMX #32D @EmilyKirk1986
Not a Set & Forget!
REAL TIME BIDDING AND ANALYSIS
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SEARCH LOGS & UNDERSTANDING INTENT
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SEARCH LOGS & UNDERSTANDING INTENT
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GOOGLE TRENDS
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GOOGLE TRENDS
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GOOGLE BID SIMULATOR
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AUCTION INSIGHTS
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IMPRESSION SHARE
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§ Identify & qualifying your audience
3 THINGS YOU CAN DO TO WIN
§ Send the right message that will differentiate you from your competitors
§ Strategically time bid pushes and monitor real-time
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§ Don’t forget about Bing & Gemini
BONUS RECOMMENDATIONS
§ Database information & record learnings to have a better holiday next year
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MAY THE ODDS BE EVER IN YOUR FAVOR
#SMX #32D @EmilyKirk1986
THANK YOU!
SEE YOU @SMX WEST SAN JOSE, CA
MARCH 1-3, 2016