tips for digital marketing domination this holiday season

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ELITESEM.COM CONFIDENTIAL

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ELITESEM.COM CONFIDENTIAL

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

Digital Marketing Domination 2015 Holiday Prep

ELITESEM.COM CONFIDENTIAL

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

Assisted Conversion Report in Google

Analytics

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

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

SEO

#6

EXAMINE

PAGE

SPEED

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

SEO

#8

ALL YEAR

LONG

ELITESEM.COM CONFIDENTIAL

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

KEYWORD RESEARCHGOOGLE TRENDS

ELITESEM.COM CONFIDENTIAL

DYNAMIC SEARCH ADSReach Those Outside of Your Keyword List

25%!

!

ELITESEM.COM CONFIDENTIAL

#2

START

NOWPAID & ORGANIC

ELITESEM.COM CONFIDENTIAL

PAID & ORGANIC

#2

START

NOW

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

PAID & ORGANIC

#3

LEVERAG

E

HISTORIC

AL DATA

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

How to Optimize Mobile for the Holidays Ryan Eidson

October 15, 2015

ELITESEM.COM CONFIDENTIAL

WHY DOES MOBILE MATTER FOR THE HOLIDAYS?

ELITESEM.COM CONFIDENTIAL

MOBILE COMMERCE IS GROWING RAPIDLY

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

1

2

3

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

1

2

3

ELITESEM.COM CONFIDENTIAL

BE SEEN ON-THE-GO: PLACE ADS IN PREMIUM INVENTORY

ELITESEM.COM CONFIDENTIAL

1

2

3

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

ELITESEM.COM CONFIDENTIAL

QUESTIONS?

@adroll

@elitesem

#adrollwebinar

ELITESEM.COM CONFIDENTIAL