top tips for planning your holiday digital marketing strategy

8/10/2019 Top Tips for Planning Your Holiday Digital Marketing Strategy

1/41


2/41

@point_it facebook.com/pointit2

Webinar is being recorded

A link will be emailed within 24 hours Feel free to ask questions during the webinar via the chat

Unanswered questions will be responded to following the webinar


3/41


Founded in 2002

Seattle-based digital marketing agency

SEM, SEO & Display

Web & landing page development

Social Advertising

Mobile (app) marketing

$40 MM in managed media each year

Servicing clients across all verticals and revenue models


4/41


Looking back before you look forward

# of Days Between Black Friday & Christm


5/41@point_it facebook.com/pointit5

Source: @jmgagnon Bing Ads PPC for the Holidays : http://ow.ly/Dwkd3



Source: ThinkWit


7/41



Plan ahead with a promo calendarMon Tues Wed Thurs Fri Sat

17 18 19 20 21 22

24 25 26 27 28 29

1 2 3 4 5 6

8 9 10 11 12 13

15 16 17 18 19 20

22 23 24 25 26 27

29 30 31 1 2 3

BF Door Buster Sale: 10 pm 2 pm

Free Standard

Shipping by Xmas

2day Shipping

Delivery by Xmas

Begin 10 Days of Christmas Advent Calendar

B1G1 50 OFF Monday 5 pm Friday 5 pm

In Store: 20 Off w/Gift Receipt

Free Shipping Boxing Day

Pre-Thanksgiving Early Bird Sale

REMOVE Xmas Ads

Start BF Ads Remove BF Ads

Start Cyber Monda

& Xmas Ads


9/41


20% of site sales and more than 43% of site

will come from mobile devices this HolidayIBM Holida


10/41


Smartphoneto use deviceshopping thi

Black Friday Monday SaleMobile Devic+50% Growt


11/41


- 20% of site sales and more than 43% of site traffic will come fromdevice

- Traffic growth from mobile outpacing desktop growth

- Spending dominating ecommerce investments

- CVR on mobile not increasing

- Big ROI gap on mobile spend!!


12/41


What To Run On. Top Keywords!

When to Run. AT THE VERY MINIMUM Black Weekend starting on and the last shopping week of the season

Where To Be: 1st or 2nd Position Wins it All

What to Say.-Keep it simple 2 second rule! CTA + Offer

-Buy from your phone, in-stock now, include price, inhow long it takes to ship

Remember that Google is now droppline of copy on mobile to show ex


13/41


Match types arent what they used to be


14/41


A PPC Manager walk into a bar,

bars, beer garden, lounge, night club,tavern, pub, hangout hole, mini bar, barstool, beer, booze, wine, whiskey..

Variamisspsinguformsstem

accenabbre


15/41


16/41


Exact Keywords Exact Match

Negative ExactClose Match

Negative SimilarTerms

Phrase Keywords Exact Match

Negative Exact

Negative PhraseClose Variants

Broad & ModifiedBroad

Phrase & ExactMatch

Negative Phrase

Negative Broad


17/41


1. Ambiguous And Branded Keywords To Be Most Impacted

2. Close Variants matter more on Mobile Devices

3. In a nutshell, an efficient negative keyword strategy is getting mothan ever.


18/41


Nobody reads ads. People read what intere

- Ho


19/41


Countdown Script A

a count down of Days

in your ad co

Count Down CBusiness Data Customizers


20/41


Why your ads might be rejected or not showing?

Copy exceeds Description or Title character limits

Promo has ended, so the ad stops displaying.

Examples: Hurry, sale ends in X!

Sale ends in X! Only X left! Registration closes in X


21/41


Give the customers more relevant informatio

better for conversion!


22/41


23/41



24/41


http://www.pointit.com/ad-extensions


25/41


If you have 100 visitors to your site and 3convert97 didnt.

Its easier to get 1 mo re of those 97 to con

it is find 33 more po tent ial ly qual i fied cu s


26/41


RLS

Define aud

Copy top ainto new ca

Add audie

Set copy, b

targeting

SER

Dynamic Remarketing

Tag Site (for Dynamic

Remarketing)

Create campaign

Add remarketing list

Create Dynamic Ads

GDN

Audience Remarketing

Define Lists

Create campaings

Add remarketing lists

Load creatives

GDN

What were

focusing on

today


27/41


Bid Up, Customize Message

& Landing Page, Serve Ads

On Upper Funnel Terms


28/41


29/41


Scripts. They arent as scary as people makout to be!


30/41


If you can Copy & Paste you can use pre-written scripts SMX Adv

FrederickVallaeys (@siliconvallaeys)


31/41


32/41


Custom Audiences


33/41


Lookalikes


34/41


Cross-Device Reporting


35/41


36/41


Lookalikes


37/41


38/41


Ask: FB30 Facebook on

everything ROI 200%+

Strategy: Custom audiences v

& website remarket

Newsfeed only plac

Desktop & mobile t

All revenue trackingAnalytics


39/41


Targeting examples:

Travel behaviors (US & INTL):

business travelers, personaltravelers, commuters, frequentflyers, etc

Travel intenders (US) w/ income$75k+

Tablet by OS iOS/Android (not

a strong push on phones)


40/41


Media spend:


41/41

Q&A

Thank you!Christi Olson | [email protected]

Ian Mackie | [email protected]

top tips for planning your holiday digital marketing strategy

Documents