tips for putting together a holiday paid search campaign

http://trada.com http://trada.com/blog @trada!

Is Your Holiday Paid Search Campaign

Wrapped Up?!

For retailers, holiday business accounts for as much as

40 percent of revenue and profits Source: Retail Metrics

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Agenda!

1  Creating a well-executed paid search strategy !2  Delivering creative offers that resonate!3  How the buying cycle affects your paid search ads !4  Proper allocation of your holiday PPC budget!5  How to stay nimble and quicker than your competitors !6  Overview of Trada!7  Q&A!


Meet Dan Tisser & Matt Hessler!

Dan Tisser Matt Hessler


Creating a Well-Executed !Paid Search Strategy !


Tisʼ The Season!

CPC can jump by 50 to 80 percent for categories such as flowers, gifts, apparel

and consumer electronics.!

• Increased click prices • Increased competition on keywords

• Increased traffic • Increased conversions


Review Historical Data!

•  Examine year-over-year data from previous holiday seasons to review keywords, ads, sites and timing. !


Other Holiday Strategies!

•  Whatʼs under your competitorʼs tree?!•  Do a complete competitive analysis!


Other Holiday Strategies!

Best practices matter more than ever!•  Test, test, test!•  Review metrics !!

– Keyword ROI!– Landing Pages!– Offers!

copyright © 2010 Trada, Inc – All materials are company confidential and may not be distributed without express permission.


Delivering Creative Offers That Resonate!


Key Ingredients to A Good Offer!

•  Sales promotions!•  Gift with purchase!•  Free shipping!•  Early bird specials!•  Limited-time offers!•  Guaranteed delivery !


Seasonal Keywords!

•  Long-tail keywords are invaluable!– Use phrase & exact match!– Be cautious with negative keywords & broad

match!


The Value of Gift Cards!

•  Donʼt forget gift cards!!– 69 percent of shoppers plan on purchasing a

gift card in the holiday season.!! !*According to Google Holiday Survey!


Holiday-Specific Landing Pages!

•  Donʼt dump customers on your regular page!

•  Place a countdown to Dec. 25!•  Let customers know the last day they can

order and still get delivery for the holidays!•  Offer discounts off the entire site!•  Offer free shipping!



How the Buying Cycle Affects Your Paid

Search Ads


Buying Cycle!

Research


Capture the Early Birds!

•  Holiday keywords usage begins in August !•  Set your tracking cookies to 30 days to

capture delayed conversions!•  Evolve your ads through the !!holiday season !


Last-Minute Buyers!

• Have a defined product strategy and a defined search strategy • Let them know when the last day they can order • Offer free shipping • Emphasize last-minute offers


Evolving Your Ads!

Early Birds

Late Birds



Proper Allocation of Your Holiday PPC Budget


Determining Spend!

•  Examine historic data (if available)!•  Determine mix of head vs. longtail

keywords!•  Watch what brings in traffic vs. what brings

in conversions!•  Decide how much to allocate to big holiday

days!


Cyber Monday!

Not as popular as you think

Cyber Monday is actually the 12th most popular day of the online holiday season, according to BusinessWeek.


December 26!

•  Have your post Holiday strategy ready to deploy.!

•  Prepare your sale-specific campaigns, keywords and creative.!

•  Schedule for Dec. 26!


Dayparting!

•  Seasonality changes timing!•  What worked last month, wonʼt work in the

holidays!



How to Stay Nimble and Quicker Than Your

Competitors


Prepare for Inventory Fluctuations!


Keep An Eye On Your Competitors!


Managing Ad Groups!

•  Keep a close eye on ad groups, and turn off ad groups when a product is sold out!



Overview of Trada


You Can Also Use Trada

The problem: Paid search is hard, time-consuming and meticulous. The holidays make paid search exponentially harder. !

The solution: Get a crowd of experts to work together on your clientʼs campaign.!

Hundreds of thousands of people will search for your products this holiday season. Using a crowd of experts will help you identify the many different ways people will search for your products. !



You Can Also Use Trada

Tradaʼs crowdsourced model puts dozens of certified experts to work on your campaigns at the same time.!



Questions? Letʼs Hear Them!!



How to Contact Trada

Elaine Ellis Marke&ng Manager Email me at [email protected] www.trada.com

Bill Adkins VP of Sales Email me at [email protected] www.trada.com

http://trada.com http://trada.com/blog @trada

If you have paid search questions or want a copy of the presentation:

If you have questions about working with Trada: