Embed Size (px)
DESCRIPTION
The following presentation provides tips for optimizing your website, shopping feeds and PPC campaigns for holiday shoppers.
Citation preview
Formic Media Seminar Series:Search Marketing for the Holidays
Presented by:Formic Media, Inc.
www.formicmedia.com/seminars503-260-6700| [email protected]
Around since 1981 Reaches over 20,000 people around Oregon Publishes 100 Best Companies to Work for in Oregon Provides readers with insight into News, features & analysis from around Oregon Newest innovations from all sectors Interviews with CEOs on how to succeed
Get Your Free Subscription Use code FORMIC
Oregon Business
Upcoming Seminars
November 10th – Social Media Fundamentals December 8th – Social Media Privacy Policy January 12th – WordPress 101
2010 Trends SEO PPC Shopping Feeds Web Development
Agenda
2010 Holiday Trends
2010 Yahoo Holiday Research
On average, consumers will spend $888 this year on gifts, and $1086 total this season
About 1 in 3 consumers will spend less money this year
Moms buy for more people (15.6), dads spend the most money ($1,152)
Most shoppers will plan and start shopping well before the holidays
2010 Yahoo Holiday Research
Immediate family & friends will be top recipients
Gift cards are popular among 3 out 5 of shoppers
Mobile shopping is growing: Product research, price comparison, and last
minute ideas
How will shoppers use the Internet?
In 2009, 65% of visitors to a retailer website came from search engines
Where did the other 35% come from?
How will shoppers use the Internet?
Search buzz really picks up week before Thanksgiving “Black Friday” and related search terms
Daily site traffic across all categories peaks right around Thanksgiving & Cyber Monday
It’s all about budgets and deals!
How will shoppers use the Internet?
How will shoppers use the Internet?
SEO
Most Effective Marketing Tactics
Top SEO Tactics
Keyword Research Title & Meta Tags Simple Category URLs Optimized Product Descriptions Internal Linking Structure Optimize Product Images Google Place Pages (for local brick & mortar stores)
SEO Tactics: Keyword Research
Identify both short & long tail keywords Short Tail = 1 word phrase
High level, Category pages Long Tail = 4+ word phrase
Product pages
Tools Google Keyword Tool Amazon Bestsellers WordTracker KeyWord Discovery
SEO Tactics: Title Tags
70 characters Incorporate keywords Be descriptive (on Product pages) Call to Action
Category Level
Product Level
SEO Tactics: Meta Tags
160 Characters Incorporate keywords Use a call to action & benefit messaging i.e. Sale pricing, reviews, free shipping, etc.
Category Level
Product Level
SEO Tactics: Simple Category URLs
Use keyword rich URLs at category level Avoid using session IDs
http://www.nikonusa.com/Find-Your-Nikon/Product/Digital-SLR/25462/D3000.html
Good
http://www.newegg.com/Product/Product.aspx?Item=N82E16830113222
Bad
SEO Tactics: Optimize Product Descriptions
Utilize keywords in product name Include product keywords within the description
SEO Tactics: Internal Linking Structure
Link to other products within your site Use optimized anchor text when linking
SEO Tactics: Optimize Product Images
Use keywords in image file name Alt text should be descriptive, incorporating keywords
Good
Bad
PPC
Overview: Holiday PPC Tactics
Effectiveness of Paid Search
Branding Targeted traffic Online sales Immediate results Real-time tracking Small investment
Holiday PPC Ad Text
Getting Started Review campaign history Pick top performing Ad
Text Research the Competition Use similar tactics Choose keywords Create Ad Text Schedule Your Ads Based on top sales days (Black
Friday, Cyber Monday, Christmas Day) Plan around buying habits longer research phase
before purchase
Keyword Selection
Review campaign history Pick top performing keywords
Purchase Cycle / Buying Process Target both broad and specific keywords
Broad = Increases reach & visibility Specific = Drives conversions & sales
Example Interest
“slr cameras” Research
“nikon slr cameras” Purchase
“nikon digital slr d3000”
Holiday PPC Ad Text
Creating Successful Ads Showcase holiday specials, pricing & promotions!
Use strong calls to action Simple & enticing
Include main keywords in headline/description Consider adding “gift” keywords to your mix
Holiday PPC Ad Text
Creating Successful Ads, Contd. Increase your budgets & bids
Test performance of ads in different positions
Test Ad Text to increase performance
Choose relevant landing pages
Holiday Ad 1 vs. Holiday Ad 2
Anatomy of a PPC Ad
Keyword use in Headline
Relevant Display/Vanity URL
Enticing offer/ad copy
Convenience elements
ROI positioning(testing
required)
Good vs. Bad PPC Ad Text
PPC Ad Text: Additional Tactics
Product Extensions
Ad Sitelinks
Landing Pages: Stats
Landing Pages: Stats
Holiday PPC Landing Pages
Creating Successful Landing Pages Align holiday Ad Text specials, pricing &
promotions! Use strong calls to action prominent buttons
Use time-sensitive pricing incentives
Align main keywords in headline/description Keep important text above the fold
Make content easy to scan
Holiday PPC Landing Pages
Creating Successful Landing Pages, Cont’d. Reduce & simplify minimize links/navigation that
could lose visitors Customize landing pages to campaigns, ad groups
& keywords Include links to relevant information for research
phase buyers Add relevant imagery holiday related A/B test
Anatomy of a PPC Landing Page
Or utilize area for product pairing /
suggestions
Align with Ad Text offers & keywords
Good vs. Bad PPC Landing Pages
Good vs. Bad PPC Landing Pages
Shopping Feeds
Shopping Portals
It’s not enough to just list products on your site, submit them to online shopping portals to increase visibility:
Google Product Search
Google Product Search
Optimizing Shopping Feeds Be sure to set up your feed properly:
Include all required product attributes
Use highest-quality original image available, preferably 300x300 pixels
Include tax & shipping information
Product URLs must link directly to website. No pop-ups, redirects, or sign-ups.
Optimizing Shopping Feeds Use the correct taxonomy and choose the most
specific category as possible
Link feed with other Google Products: AdWords ads, Google Place Page, Google Checkout
Update your feed frequently
Get reviews!
Web Design/Usability
Entice your users
Black Friday deals are a great example. Coremetrics Black Friday Stats for 2009:
The avg. online order last year was $170.19 Avg. amount of items purchased: 5.40 Bounce rate rose by 40% and time on site decreased by 5% Coupons and deals are a great way to do this
People want what they are looking for fast, give them clear funnels.
Entice your users
Conversion Funnels
A B
Results
VERSION A produced 59% more free trials sign-ups than VERSION B. This difference is mostly accredited to a reduction in competing objectives, a simplified eye path, and an intensified communication of the value.
Gift Certificates
Gift Certificates Online gift card sales increased more than twelve-fold (1129
percent) between Black Friday (November 27) and Christmas Eve. Nearly one in five purchasers (18 percent) opted to send online gift
cards at a later date They’re an efficient way to get people in your door to
spend more.
Gift Certificates
Update Internal Links on your homepage
Update your anchor text and site Navigation for more emphasis on Holiday items.
This will help impatient holiday shoppers find what they’re looking for quick.
Update Internal Links on your homepage
Shopping Cart Functionality
One page check out functionality is highly effective. Ask for minimal amounts of info, while still getting what you need.
Global Visibility(viewable on all pages is a plus) Offer the most popular payment options.
Shopping Cart Functionality
Shopping Cart Functionality
Shopping Cart Functionality
Shopping Cart Functionality
Shopping Cart Functionality
