tips for digital marketing domination this holiday season
TRANSCRIPT
ELITESEM.COM CONFIDENTIAL
Sara Goodman
SEO Account Manager
Adrienne Gaines
Manager of Client Strategy
PRESENTERS
Ryan Eidson
Head of Mobile Growth
ELITESEM.COM CONFIDENTIAL
AGENDAAGENDA
1) 8 Digital Marketing Best Practices
with Adrienne & Sara
- Paid Search & Media
- SEO
5 Reminders
2) How to Optimize Mobile for the Holidays
with Ryan
3) Q&A@adroll
@elitesem
#adrollwebinar
ELITESEM.COM CONFIDENTIAL
PLAN:- Use Countdown Ads
#1
UTILIZE
PROMOTION
AL AD COPY PAID SEARCH & MEDIA
ELITESEM.COM CONFIDENTIAL
PLAN:- Connect Messaging on All Touch Points
PAID SEARCH & MEDIA
#1
UTILIZE
PROMOTION
AL AD COPY
ELITESEM.COM CONFIDENTIAL
PLAN:- Maximize Impact of Promotions
Through Budgeting and Bidding
PAID SEARCH & MEDIA
#1
UTILIZE
PROMOTION
AL AD COPY
ELITESEM.COM CONFIDENTIAL
PLAN:- Use RLSAs for Customer Segmentation
PAID SEARCH & MEDIA
#1
UTILIZE
PROMOTION
AL AD COPY
ELITESEM.COM CONFIDENTIAL
PLAN:- Data Should Dictate Decisions
- Start Testing Now
#2
A|B TEST
ADSPAID SEARCH & MEDIA
VS.
ELITESEM.COM CONFIDENTIAL
PLAN:- Start Small
- CRO Strategy is Essential
PAID SEARCH & MEDIA
Source: Optimizely
#2
A|B TEST
LANDING
PAGES
ELITESEM.COM CONFIDENTIAL
PLAN:- Move Away From Last-Click Tracking
- Change Goals of non-branded and Increase Presence
- Utilize Google Analytics to Start
#3
WATCH FOR
ASSISTED
CONVERSIO
NSPAID SEARCH & MEDIA
ELITESEM.COM CONFIDENTIAL
PLAN:- Establish & Strengthen Shopping Efforts
#4
PRORITIZE
SHOPPING
OPPSPAID SEARCH & MEDIA
50%-80% of
AdWords
Spend
ELITESEM.COM CONFIDENTIAL
PLAN:- Add Merchant Promotions
PAID SEARCH & MEDIA
#4
PRORITIZE
SHOPPING
OPPS
ELITESEM.COM CONFIDENTIAL
PLAN:- Focus on Seasonal Products
PAID SEARCH & MEDIA
#4
PRORITIZE
SHOPPING
OPPS
ELITESEM.COM CONFIDENTIAL
“Online sales are expected
to increase between 6-8
percent to as much as $105
billion”- National Retail Federation
ELITESEM.COM CONFIDENTIAL
PLAN:- Promote shipping and site-wide savings
- Stand out in the Search Engine Results Page #5
HOLIDAY
PROMOS
IN META
DATASEO
ELITESEM.COM CONFIDENTIAL
PLAN:- Time is money this holiday season
- Affects both user experience and rankings
#6
EXAMINE
PAGE
SPEEDSEO
ELITESEM.COM CONFIDENTIAL
PLAN:- Give prominence to new seasonal pages
- Include links on homepage and pages that are already performing well
#7
BOOST
INTERNAL
LINKSSEO
ELITESEM.COM CONFIDENTIAL
PLAN:- Use the same landing page during
promotional periods
- 301 redirect all out of stock or seasonal products
- Follow up with relevant content
#8
ALL YEAR
LONGSEO
ELITESEM.COM CONFIDENTIAL
PLAN:
- Understand your customers
- Review last year’s organic keywords, site search terms and high conversion terms
- Look into Google Trends & competitors
#1
KEYWORD
RESEARC
HPAID & ORGANIC
ELITESEM.COM CONFIDENTIAL
PLAN:- Craft a story from last year’s data
- Analyze data based on time and device
- Creating budgeting and bidding strategy #3
LEVERAG
E
HISTORIC
AL DATAPAID & ORGANIC
ELITESEM.COM CONFIDENTIAL
PLAN:- Strengths
- Weaknesses
- Look to industry trends
#4
POST-
MORTEMPAID & ORGANIC
ELITESEM.COM CONFIDENTIAL
- Strengths
PLAN:- Holiday strategy should begin and end
with mobile
- 40% of ecommerce is expected to be completed on a mobile device in 2015#5
REMEMBE
R
MOBILE!PAID & ORGANIC
ELITESEM.COM CONFIDENTIAL
Make your creative compelling and compatible for mobile
Take advantage of premium inventory
Don’t ignore Apple’s Safari users
HOW TO ROCK MOBILE THIS HOLIDAY SEASON
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ELITESEM.COM CONFIDENTIAL
Smartphones drove 34.7% of all Black Friday online traffic, but tablets drove 35% more sales
Source: IBM 2014 Black Friday Report
SMARTPHONE BROWSE, TABLETS BUY
ELITESEM.COM CONFIDENTIAL
Build ads in HTML5 to support cross-device advertising
Use copy to promote new products, deals and discounts
Build eye-catching assets that are on-brand
MAKE YOUR MOBILE CREATIVE AS COMPELLING AS DESKTOP
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ELITESEM.COM CONFIDENTIAL
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ENGAGE USERS ON ONE OF THE WORLD’S MOST POPULAR BROWSERS
Source: Adobe Digital Index, “2014 Holiday Shopping Recap,” January 9, 2015 (eMarketer)
Safari accounts for 59.1% of
mobile browser share
iOS devices accounted for
three-quarters of US holiday
mCommerce sales in 2014
iPad was the “mobile” device
of choice for holiday shoppers
in 2014, with 48% of “mobile”
sales
ELITESEM.COM CONFIDENTIAL
iOS Android
Average Order Value $121.86 $98.07
Online Traffic 34.2% of BF traffic 15% of total of BF traffic
Online Sales 21.9% of total BF sales 5.8% of total BF sales
iOS users are more active Black Friday and Cyber monday shoppers than Android users
Source: IBM 2014 Black Friday Report
iOS VS ANDRIOD