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Holiday Shopping Tactics- Lisa Raehsler Retargeting Ideas to Boost Sales for Holiday PPC It's the beginning of the holiday season. All the campaigns have launched and you have thought of everything. Or have you? While other campaigns are flying on holiday spending autopilot, you can swoop in and re-invigorate sales during the peak season and even when everyone else has called it quits for the year after the Holidays. It's never too late to breathe new life into a holiday search campaign and you can take these tactics back to the office.
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Holiday Shopping TacticsRetargeting Ideas to Boost Sales for Holiday PPC
Lisa RaehslerSEM Strategy Consultant
October 20, 2010
@lisarocksSEM
About Me
• PPC search marketing focusing on
–Ecommerce
–Retargeting
• Managed over 30 PPC accounts at agencies/client side
• Active volunteer MIMA
• Learn more: linkedin.com/in/lisarockssem
@lisarocksSEM
About Me
@lisarocksSEM
Holiday Stats
• 58% of consumers likely to purchasegifts online this year
• Consumers say they'll use theInternet MORE to research theirpurchases
• 79% who reach you site through abrand search are just browsing orresearching a purchase for a laterdate
@lisarocksSEM
Retargeting
Retargeting = Reconnect
Reconnect with people who have visited your siteand bring them back to purchase
@lisarocksSEM
For Example…
1. Visitor reachesyour site
2. Leaves withoutconverting
3. Served ad on adifferent site
4. Return to yoursite to convert
@lisarocksSEM
How Retargeting Works
1. Advertiser select network
2. Advertiser embeds code on site
3. Visitor is cookied
4. Ads served to the visitor withinthe network
@lisarocksSEM
Getting Started Today: 3 Tips
Abandoned Cart ReachLoyalty
@lisarocksSEM
Shopping Cart Abandons
• Reaches people who added productto the cart, but didn’t convert
• Tag the shopping cart pages only
• Message:
• Gentle reminder to revisit your store tocomplete the purchase.
• Reinforce your offers:• "free shipping"
• Holiday gift products
• Discounts
Abandoned Cart
@lisarocksSEM
Loyalty
• Reaches customers who completed atransaction on your site
• Tag the confirmation page only
• Message:
• Cross-sell or up-sell to recentpurchasers
• you'll need to understand yourcustomer behavior and their repeatpurchase patterns to design the mosteffective "loyalty" campaign.
Loyalty
@lisarocksSEM
Expand Reach
• Roll out to multiple retargeting networks
• Use display and text retargeting ads
• Reach your audience wherever theyare on the web
Reach
@lisarocksSEM
Final Thoughts…
• Power of Multiple Re-Connections
• Touchpoints
• Brand Top of Mind
• Offers = Compel to Convert
@lisarocksSEM
Thank You!
Contact:
Lisa Raehsler
SEM Strategy Consultant
Certified Google Advertising Professional
raehsler@gmail.com
@lisarocksSEM
blog: onlinemarketingmavens.com
@lisarocksSEM
Resources
Yahoo Retargeting (display banners)
http://advertising.yahoo.com/media-kit/retargeting.html
Google Remarketing (text + display banners)
www.google.com/ads/innovations/remarketing.html
http://www.youtube.com/watch?v=ZmusXoLqXbk
Fetchback Retargeting (display banners)
http://www.fetchback.com/retargeting.html
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