Christmas in July: Preparing Your Ecommerce Site Now for the Holidays

@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938

@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938

TAD MILLER,

VICE PRESIDENT OF ACCOUNTS

SEARCH MOJO

ADAM BERKE,

PRESIDENT

ADROLL

SEARCH-MOJO.COM @searchmojo #mojowebinar

Tad Miller

Vice President of Accounts,

Search Mojo

Follow on Twitter: @jstatad

Adam Berke

President,

AdRoll

Follow on Twitter: @adamberke


• Search engine marketing firm founded in 2005

– Search engine optimization (SEO)

– Pay-per-click advertising management (PPC)

– Social media advertising

– Online reputation management

• Headquartered in Charlottesville, VA

– Office in Charleston, SC

• Featured in the Washington Post, B2B Magazine,

MarketingSherpa, Visibility Magazine and many blogs

• Speakers at SMX Advanced, MarketingProfs, PubCon and more



Retargeting Platform for the World’s Leading Brands

+7,000 active customers, spending from $100 to $100k/month


• Yes there is preparation needed for the

holidays

• The reality is there’s money to be

made all year long, not just in

November - December

@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938

ADAM BERKE

ADROLL

@searchmojo #mojowebinar SEARCH-MOJO.COM

• The value of intent data

• FBX Right Rail

o Difference between FBX and Marketplace

o Performance data

o Dynamic ads

o FBX vs web retargeting

• FBX News Feed

o Performance data

o News Feed vs Right Rail vs web retargeting



patio furniture

Intent

INTENT!


trade in calculator

Intent

INTENT!


Over 85% increase in

return conversions

98% of visitors leave your

site without converting


AdRoll integrates with all the major ad exchanges. Retargeting Platform BLAHBLAHA

Be inventory agnostic

VS.

► Uses your first party data

► Purchase via Facebook’s partners

► Uses Facebook-gathered data

► Purchase via Facebook

Use FB data with Marketplace ads


LiquidAds on FBX


18% Lift in click conversion rates

Results

✔

115% Lift in view-through conversion rates

✔


Premium Placement

Social Elements

Rich Content

Cost per Insertion

A Brief Overview


News Feed CTR is 21x higher than Web RT, and 49x

higher than right hand side

News Feed CPC is 79% lower than Web RT, and 53%

lower than right hand side

News Feed click-only CPA is 77% lower than Web RT,

and 45% lower than right hand side

Encouraging Numbers vs. Web RT & FBX Right Hand Side

…so, you might be asking “Should I dump all of my retargeting budget

into the News Feed?”


Incremental clicks & lower overall CPC


1. Facebook News Feed for high quality, low volume

impact

2. Facebook Right Hand Side for high performance

scale

3. Standard web retargeting for maximum reach and

incremental conversions


1. Implement segmentation strategy and reengagement

tactics. Who bought earlier in the year? How do you

want to get them back?

2. Create long cookie duration segments.

3. Start thinking about holiday creative for all

channels.

4. Prepare CRM retargeting strategy.

@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938

TAD MILLER

SEARCH MOJO


Pushing Store Visit Pushing E-commerce


• 8 of the top 20 US Ecommerce

PPC advertisers got more ad

impressions from PLAs than from

text ads

• Most of those 8 sites don’t also

have brick and mortar store

locations

• Large retailers like Walmart,

Target and Bestbuy have fully

embraced PLAs



• A recent 2013 report stated that CPCs on

PLAs are 10% lower than text ads and

have 22% better ROI than non-brand KW

text ads

• We have some Ecommerce clients whose

PLAs are over 200% better ROI than text

ads

RKG Digital Marketing Report Q1 2013


• Work on these now. Black Friday and

Cyber Monday is too late

– Fix your Merchant Feed Account Errors

• Your Ads Won’t Show Where there are Feed Errors

– Keep your Merchant Feed up to date

• New products come. Products Go Out of Stock

– Pause Ads as Inventory Goes Out of Stock

• Get the AdWords API or get an Agency that has it


• Use a variety of long term tactics to unleash

your holiday display remarketing for a well

timed short burst

• Ecommerce remarketing doesn’t always

have to be immediate response


• Build remarketing lists for your big ticket low

traffic items over the long haul

• Hit them with holiday discounts


• If you know in advance what items will be

on your holiday sales circulars create

custom remarketing campaigns just for

those items

• Short, Intense Duration


• Start early and collect long term

remarketing lists to visitors of coupon /

incentive pages


• RLSA – Remarketing Lists for Search Ads

– Lets you customize your search ads for people

that have previously visited your site

– Bid differently (percentage increases) for

people that recently visited or previously

purchased

– Show a different ad to people who put a

product in a shopping cart

– Bid on words you normally wouldn’t bid on


• Increased competition and higher bids are the

reality in late November through December

• Don’t throw out months/years of bid

management just to compete for 5 weeks


• Just increase your bid adjustment over

100%

– Keeps your bid management work

– Keeps your bids relative to your bid

management


• Don’t miss out on sales opportunities

because your budget is inadequate

• Study your account history to see your

max spending day

• Study your AdWords “IS Budget” metrics

• Set daily budgets above your normal MAX

on the big days


• Amazon and Ebay are competitors but…

• The are also Google AdWords Search Partners

• We have advertised on ISBN and SKU

numbers that generate cheap clicks


• Starting July 22, 2013 all AdWords Campaigns will be

“Enhanced”

• Desktop & Mobile Clicks are mixed together

• You need landing pages that respond to the size of the

screen


• If you have multiple locations you need to

take advantage of local search and help

shoppers find the store


• Most store finders work great

for people

• Search Engines can’t fill out

forms to get to store pages

• You need to build a

redundant directory

structure to get store pages

indexed

Search Engines Need These Pages

States

Cities

Stores

Individual Store


If you have multiple stores give your site the ability

to check local store availability


Stores are increasingly becoming the show

room for shoppers to check out products and

then look on their phones for the best price


• Measure “Dwell Time” in the store where people are

using their phones

• Provide free in-store WiFi and review usage logs to see

what people are searching for

• Get more aggressive on price cuts

• Have sales team emphasize service, no shipping and no

wait

• ScanLife says barcode search volume triples on Black

Friday Weekend


View the Online Marketing Institute Crash Course

Paid Search for Ecommerce

Get access now: http://bit.ly/OMI-Ecommerce

Contact Search Mojo:

Looking for help?

Sean McCusty

800-939-5938 xt. 116

smccusty@search-

mojo.com

http://bit.ly/OMI-Ecommerce





Building Your Website With SEO in Mind

August 8, 2013

2:00 p.m. ET

Register today at

www.search-mojo.com/design

Janet Driscoll Miller

President & CEO

Search Mojo

Amanda Sides

Account Director

Search Mojo


Tad Miller

Google+: +Tad Miller

Twitter: @jstatad

Adam Berke

+Adam Berke

Twitter: @adamberke

Google+: +Search Mojo

Twitter: @SearchMojo

Facebook:

facebook.com/searchmojo

www.adroll.com

Twitter: @AdRoll

Facebook:

facebook.com/adrollcom

Christmas in July: Preparing Your Ecommerce Site Now for the Holidays

Technology

facebook news feed

web rt fbx right hand

news feed cpc

facebook right hand

news feed ctr

standard web retargeting

president adroll

calculator intent intent