2015 Holiday Weekend: Search By the Numbers

2015 HOLIDAY WEEKEND: BY THE

NUMBERS

DECEMBER 3 ,2015

WHO WE ARE

2

• Mission: To Help Digital Marketers Succeed Online.

• Incorporated: 2005.

• Global Offices: Princeton (HQ). London. Hyderabad.

• Team: 85+ fanatically analytical search marketers with over 5.5 MM

hours of hands-on retail search marketing experience.

CLIENT LIST

5

“”

Within 12 months

of implementing our

strategy, organic traffic

more than doubled &

transactions went up

significantly.

Ken Bausch,

VP Interactive Marketing,

World Kitchen

ABOUT UDAYAN BOSE

6

Founder & CEO of NetElixir

Founded PartyBingo.com (PartyGaming, Plc)

Guest Lecturer:

• Johnson School of Management, Cornell University

• City University of New York, Baruch

• Indian School of Business

http://www.linkedin.com/in/udayanbose

http://www.linkedin.com/in/udayanbose

{ }THANKSGIVING

TO

CYBERMONDAY

(OBSERVATIONS

& INSIGHTS)

BASIS OF THIS PRESENTATION

• Hourly Search Marketing and Website data recording and analysis for our holiday retailers.

(Aggregated Holiday Revenue > $300 MM).

• Data captured separately for mobile and desktop.

• We used our proprietary customer intelligence technology, LXRInsights™, to gain deeper

understanding of holiday consumer behavior.

Y/Y CHANGE (SALES WENT UP BY 20%+)

Avg. CPC 4.3%Impressions 24.06%Conversions 20.12%AOV -9.0%

9

-15.00%

-10.00%

-5.00%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

Avg. CPC Impressions Conversions AOV

PAID SEARCH: KEY METRICS

ORDERS BY DAY (16% OF ALL SALES HAPPENED ON

THANKSGIVING)

10

Thanksgiving Black Friday Cyber Monday Weekend

16%

27%

36%

21%

DAYPARTS – BLACK FRIDAY

11

0%

5%

10%

15%

20%

25%

30%

35%

40%

ORDERS

0%

5%

10%

15%

20%

25%

30%

35%

IMPRESSIONS

0%

5%

10%

15%

20%

25%

30%

35%

40%

CLICKS

00:00am - 6:00am ET 6:00am - 12pm ET 12pm - 18pm ET 18:00 - 00:00am ET

DAYPARTS – CYBER MONDAY

12

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

50.0%

ORDERS

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

IMPRESSIONS

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

50.0%

CLICKS

00:00am - 6:00am ET 6:00am - 12pm ET 12pm - 18pm ET 18:00 - 00:00am ET

LATENCY (DID CUSTOMERS COMPLETE THEIR PURCHASE

QUICKER ON CYBERMONDAY ?)

13

THANKSGIVING BLACK FRIDAY SATURDAY SUNDAY CYBER MONDAY

72HOURS

56HOURS

59HOURS

93HOURS

68HOURS

6 CLICKS 8 CLICKS8 CLICKS3 CLICKS5 CLICKS

CPO WAS CONSISTENTLY LOW AT THE END OF DAY

• Customers are more likely to complete their purchase between 9pm and midnight.

• NetElixir Recommends: Ability to change bids based on when people search and buy helps drive up performance.

14

0.0

50.0

100.0

150.0

200.0

250.0

300.0

350.0

400.0

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

CPO($)

MOBILE CONTRIBUTION (ENJOYING THANKSGIVING DINNER OR “MOBILE SHOPPING”?)

15


Clicks 26.60% 25.42% 25.60% 27.69% 28.39%

Orders 22.86% 18.01% 19.04% 18.00% 14.35%

2015

MOBILE CONTRIBUTION (PEOPLE WERE MORE COMFORTABLE COMPLETING THEIR PURCHASES VIA MOBILE

PHONES THIS YEAR)

16


Clicks 22.32% 19.32% 19.44% 21.83% 19.24%

Orders 10.57% 9.56% 8.11% 8.58% 8.53%

2014

MOBILE SEARCH MARKETING : BEST PRACTICES

• Define a specific mobile strategy.

• Build website for mobile.

• Incentivize mobile searchers with special offers.

• Mobile search intents are different.

• Top of the funnel searches majorly happen on mobile.

• Perform search term analysis specifically for mobile.

• Design mobile specific Call-to-Actions in the ad copies.

• Enable ad extensions attuned to mobile.

• Implement automated solutions to monitor the CPOs on a real-time basis and refine the

mobile bids.

17

CONCLUDING COMMENTS

• We remain firm on our pre-holiday forecast of 12% Y/Y Online Sales growth (United States).

(Refer to our article on UPS Longitudes dated 10/28/2015: https://longitudes.ups.com/7985-2/).

• We Recommend: Test time sensitive special promotions especially between 6pm-midnight

on 12/13 (Sunday) and 12/14 to boost sales.

• We Recommend : Apply local search marketing strategy on 12/20-12/21 to win last minute

shoppers.

QUESTIONS PLEASE

Udayan Bose. [email protected]

Ashley Peterson. [email protected]

NetElixir Inc. + 3 Independence Way Suite 203 + Princeton, NJ + 08540

{

mailto:[email protected]

mailto:[email protected]