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#123webinar | @webmarketing123
1. Can I ask questions?
2. Can I have a copy of the slides?
Tweet @webmarketing123 or use #123webinar.
Yes! Email [email protected].
3. How do I get a custom search marketing analysis? Chat us your website and top 2 keywords.
FAQs
#123webinar | @webmarketing123
We drive revenue. Not just clicks and traffic.
SEM
SEO
Attribution
Display
Video
Content Creation
ROI Tracking
Social
Website Design
Conversion Optimization
/ About Webmarketing123
#123webinar | @webmarketing123
American shoppers spent
$46.5 Billion online last holiday season.
Source: comScore
/ The 2014 Holiday Challenge
#123webinar | @webmarketing123
American shoppers spent
$46.5 Billion online last holiday season.
Plus, 3% growth is predicted this year.
Source: comScore
/ The 2014 Holiday Challenge
#123webinar | @webmarketing123
American shoppers spent
$46.5 Billion online last holiday season.
Want to snag a larger slice of that billion dollar pie?
Source: comScore
/ The 2014 Holiday Challenge
#123webinar | @webmarketing123
Understand digital consumer behavior.
Source: MarketingLand, “Report ‘Understanding Customer Behavior’ Top Holiday Priority for 66% of Retailers.”
66% of retailers believe this is the #1 way to drive holiday sales.
/ The 2014 Holiday Challenge
#123webinar | @webmarketing123
Understand digital consumer behavior.
Source: MarketingLand, “Report ‘Understanding Customer Behavior’ Top Holiday Priority for 66% of Retailers.”
Yet, nearly HALF feel their brands are ineffective at using data to improve.
/ The 2014 Holiday Challenge
#123webinar | @webmarketing123
The new digital path to purchase.
Source: Hubspot
/ The 2014 Holiday Challenge
$
$
PURCHASE
RESEARCH COMPARISON
INTENT
WEB
SITE
VIS
TORS
LEAD
S
Conversion
LTV
CoCA This is complicated!
And we still need to add devices & channels into the mix.
#123webinar | @webmarketing123
Don’t panic. / The 2014 Holiday Challenge
You can still deliver a very merry Q4.
#123webinar | @webmarketing123
1 Evaluate Current Digital Program Use Data to Grow Strengths & Fix Weaknesses
2 Prep the Q4 Ecommerce Playbook Maximize Holiday Sales w/ Smart Search & Social
How to Have a Very Merry Q4
#123webinar | @webmarketing123
Evaluate conversion rate by device.
Analyze conversion rate by channel.
Break down conversion rate by stage in buying
cycle.
1 2 3
/Evaluate Current Digital Program
Check for healthy CVR in 3 steps:
#123webinar | @webmarketing123
1 Analyze CVR by channel
TIP: Use Google Analytics “Acquisition Overview” report to compare channel performance.
/Evaluate Current Digital Program
#123webinar | @webmarketing123
2 Break down conversion by cycle stage.
/Evaluate Current Digital Program
Source: Hubspot
$
$
PURCHASE
RESEARCH COMPARISON
INTENT
WEB
SITE
VIS
TORS
LEAD
S
Conversion
LTV
CoCA
#123webinar | @webmarketing123
$
$
PURCHASE
2 Break down conversion by cycle stage.
/Evaluate Current Digital Program
Cost of Visitor Acquisition
Cost of Lead Acquisition
How do your campaign offers impact CoCA?
Cost of Customer Acquisition
How do campaign offers impact LTV? Source: Hubspot
#123webinar | @webmarketing123
TIP: Use Google Analytics “Devices” report to compare device performance.
3 Evaluate CVR by device.
/Evaluate Current Digital Program
#123webinar | @webmarketing123
/ Optimize for Cross-Device Users
3 Evaluate CVR by device.
Source: MarketingLand, “Report: Mobile 21% of E-Commerce, Will be $84B in 2014”
Tablets convert at 66% of PC.
Mobile converts at 22% of PC.
#123webinar | @webmarketing123
/ Optimize for Cross-Device Users
3 Evaluate CVR by device. Pay close attention to your shopping cart experience!
Source: Responsinator.com, Search for “www.burton.com/default/feather-snowboard/W15-106961.html?start=8&cgid=womens-boards
#123webinar | @webmarketing123
/ Optimize for Cross-Device Users
3 Evaluate CVR by device.
Source: SmashingMagazine, “SEO for Responsive Websites”
Check mobile load time with Google’s PageSpeed Insights.
#123webinar | @webmarketing123
1 Evaluate Current Digital Program Use Data to Grow Strengths & Fix Weaknesses
2 Prep the Q4 Ecommerce Playbook Maximize Holiday Sales w/ Smart Search & Social
How to Have a Very Merry Q4
#123webinar | @webmarketing123
Prep new on-site optimization. 1
/ Prep the Q4 eCommerce Playbook
Revise keyword list and mapping structure for new holiday product pages.
Update title tags with new offers.
Make sure all new images are have ALT tags and descriptive file names.
Organic search listings should convey offers as well as paid.
#123webinar | @webmarketing123
Double check site structure. 2
/ Prep the Q4 eCommerce Playbook
Be sure to add any new product categories to your site map for proper indexing.
#123webinar | @webmarketing123
Tackle new link building opportunities. 3
/ Prep the Q4 eCommerce Playbook
Pitch new products and content to editors that might link to competitors or publish gift guides.
Source: Huffington Post
#123webinar | @webmarketing123
Get mobile SEO right. 4
/ Prep the Q4 eCommerce Playbook
Source: Google; Mobile Path to Purchase
#123webinar | @webmarketing123
/ Prep the Q4 eCommerce Playbook
Use responsive design to build a seamless cross-device UX. Source: Moz, “The SEO of Responsive Web Design”
Get mobile SEO right. 4
#123webinar | @webmarketing123
Get mobile SEO right. 4
/ Prep the Q4 eCommerce Playbook
Appease the birds of mobile: Hummingbird & Pigeon
Rank for long tail keyword queries with FAQ content.
Trouble shoot for major UX errors. Mobile sites have a 72% error rate. (Stat applies to sites with separate URL.)
Build profiles for local directory listings like Yelp and TripAdvisor if applicable.
Optimize your site for Google’s Knowledge Graph.
#123webinar | @webmarketing123
Switch to Google Shopping. 1
/ Prep the Q4 eCommerce Playbook
Say goodbye to PLA campaigns and hello to Google shopping.
TIP: Make the manual switch before the September 30th deadline!
#123webinar | @webmarketing123
Switch to Google Shopping. 1
/ Prep the Q4 eCommerce Playbook
It’s still all about the product feed quality.
#123webinar | @webmarketing123
Switch to Google Shopping. 1
/ Prep the Q4 eCommerce Playbook
But, there are 6 new features to master:
Submit mobile link attributes.
Take advantage of merchant-defined bundles.
Update product availability information.
Comply with new landing page submissions requirements.
Upgrade your product image quality.
Apparel retailers submit additional category information.
#123webinar | @webmarketing123
Women’s Snowboarding
Optimize for ROAS with new structure. 2
/ Prep the Q4 eCommerce Playbook
Build a smart bidding strategy with granular product groups.
TIP: Use new benchmark CPCs to gauge competitor bidding strategy. Snowboarding
Equipment
Men’s Snowboarding
Boots Jackets Boards Boots Jackets Boards Bindings Bindings
#123webinar | @webmarketing123
Optimize for ROAS with new structure. 2
/ Prep the Q4 eCommerce Playbook
Efficiently manage budget with new campaign priorities.
Women’s Snowboarding Snowboarding
Equipment Men’s
Snowboarding
Boots Jackets Boards Bindings
Boots Jackets Boards Bindings
Winter 2014 Sale:
Holiday hats, scarves, discounted boards, gift wrap offers, free shipping, etc.
Low priority
High priority!
#123webinar | @webmarketing123
Optimize for ROAS with new structure. 2
/ Prep the Q4 eCommerce Playbook
Better understand buyer behavior with benchmark CTR.
TIP: Don’t forget to check SQRs for negative keywords.
#123webinar | @webmarketing123
Test new “holiday” keywords. 3
/ Prep the Q4 eCommerce Playbook
“gift ideas” “holiday sale”
“holiday coupon”
“cyber Monday”
Refresh ad copy and keywords to reflect seasonal offers.
“Black Friday discount”
#123webinar | @webmarketing123
Estimated Total Conversions Improved reporting will give invaluable cross-device conversion insights & increase ROI on mobile ad spend.
AdWords Enhanced Campaigns Specific bidding features capture the “always-on” customer across: • Device • Location • Time
Refine mobile bidding and reporting.
Test mobile performance. 4
/ Prep the Q4 eCommerce Playbook
#123webinar | @webmarketing123
Don’t dismiss social ads. 5
Top retailers sold an estimated $2.69 Billion to shoppers clicking directly on social ads.
Source: Internet Retailer, ”Retailers focus on Social Media Results.”
/ Prep the Q4 eCommerce Playbook
#123webinar | @webmarketing123
Don’t dismiss social ads. 5
/ Prep the Q4 eCommerce Playbook
Social ads drive sales– not just Likes.
#123webinar | @webmarketing123
Launch remarketing campaigns. 6
/ Prep the Q4 eCommerce Playbook
One visit is typically not enough to convert.
Google Confidential and Proprietary 4 Google Confidential and Proprietary 4
But one visit is typically not enough
96%
70%
1 Source: Understanding Shopping Cart Abandonment, Forrester Research, May 2010
Abandon shopping carts without purchasing1
Leave a website without converting1
49% Typically visit 2-4 sites before purchasing2
2 Source: Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited) Google Confidential and Proprietary 4 Google Confidential and Proprietary 4
But one visit is typically not enough
96%
70%
1 Source: Understanding Shopping Cart Abandonment, Forrester Research, May 2010
Abandon shopping carts without purchasing1
Leave a website without converting1
49% Typically visit 2-4 sites before purchasing2
2 Source: Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited)
Google Confidential and Proprietary 4 Google Confidential and Proprietary 4
But one visit is typically not enough
96%
70%
1 Source: Understanding Shopping Cart Abandonment, Forrester Research, May 2010
Abandon shopping carts without purchasing1
Leave a website without converting1
49% Typically visit 2-4 sites before purchasing2
2 Source: Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited)
Remarketing gives you a
second chance to bring past
visitors back to your site to
convert.
Source: Google New Opportunities for Remarketing Deck
#123webinar | @webmarketing123
Launch remarketing campaigns. 6
/ Prep the Q4 eCommerce Playbook
Past site visitors are more likely to convert.
Google AdWords (RLSA) GDN (Display Remarketing)
3x Previous site visitors convert at a 3x higher rate.
450% Advertisers see a 450% increase in CTR.
Source: Google New Opportunities for Remarketing Deck
TIP: Twitter and Facebook provide retargeting opportunities, too.
#123webinar | @webmarketing123
2014 Holiday eCommerce Recap:
/ Prep the Q4 eCommerce Playbook
1
2
Switch to Google Shopping campaigns BEFORE September 30th.
Get mobile search and UX right. Mobile sites have a 72% error rate. (Stat applies to sites with separate URL.)
3 Get ahead of the competition. Build your new keyword mapping structure and paid strategy now.
4 Measure success by revenue – not just clicks and traffic. Start measuring CoCA and LTV progress.
#123webinar | @webmarketing123
Schedule a free, 30 minute consultation!
Thank you!
Let’s Talk! Mike Turner, Director of Business Development
e: [email protected] t: 800. 619. 1570
Source: Synecore, “10 Examples of Amazing Responsive Design”