Holiday Prep: PPC and SEO Sure, you're more concerned about getting a sunburn than about holiday shoppers right now. But if you want to compete this holiday season, you need to start preparing your digital marketing campaigns - right away. Jason Kreidman of Bestrank and Matt Hessler of Trada have teamed up to help you strategize your holiday campaigns for PPC and SEO. Competitive research Before you begin, determine the scale and timing of your holiday prep by researching your competitors. Tools like SpyFu can help you learn which keywords they're targeting and how they've optimized their websites. The free Google Trends tool will show you last year's bumps in click prices for key terms, which can aid you in scoping your project and setting scheduled deadlines. And good old-fashioned market research will allow you to determine how to position your offers to beat your competitors. Are you price competitive? If so, that may be your edge. But if you're not able to sell products for less, you will need to find another reason for buyers to choose you. Is it free shipping? Guaranteed delivery? Something creative and exciting? Build your holiday strategy Data from PPC can help you determine where and how to allocate effort for your holiday campaigns. 1. To begin, determine which product categories you want to target for the holidays: it may not be realistic to overhaul your entire inventory. 2. Check ad group architecture. Ad groups should be very small and thematically grouped. If certain keywords within an ad group are suffering from poor Quality Score, consider moving them to new ad groups and following Quality Score boosting measures. For ideas, visit the Trada resources page and watch our July 27 webinar How to Score with Quality Score. 3. A/B test your ad copy. You can do this by writing 4 ads for each ad group, with small variances in the calls-to-action, headlines or offers (only one variation per ad). Allow ads to run until you have a solid data set, then look at the click and conversion data. (Rinse and repeat.) You will quickly learn which messages resonate with your buyers and result in sales. 4. Build out landing pages around your product categories, and include the best-performing messaging from your A/B ad tests in the copy. 5. Now, optimize your landing pages for conversions AND SEO. Optimize landing pages for SEO and conversions 1. Update description tags. Make them actionable by mentioning pricing, shipping or terms like "best selection"! 2. Include SKUs, model numbers and UPCs in title tags and the landing page copy, and consider bidding on these codes in your PPC campaign. Try adding the SKUs for closely related items in the footer. 3. Try a heatmap tool like Crazyegg to test overall page usability. What's next? Check out Trada Reviews here: http://www.trada.com/trada-reviews/

1. Pre p:
H olid ay
an dS EO
P PC
#SEMHolidayPrep
trada.com
Monday, August 22, 2011

2. #SEMHolidayPrep
trada.com
Monday, August 22, 2011

3. Trada’s Holiday Prep 2011 Webinar Series
Holiday Prep: Planning your Campaigns
Part 2 With Lisa Prassack from Trada
Thursday, Sept. 1, 12:15 PM EDT
Holiday Prep: Landing Page Optimization
Part 3 With Oli Gardner from Unbounce.com
Wednesday, Sept. 28, 12:15 PM EDT
Holiday Prep: Here Comes the Flood
Part 4 With Matt Hessler from Trada and Mystery Guest
Tuesday, October 25, 12:15 PM EST
trada.com
Monday, August 22, 2011

4. Jason Kreidman,
VP of Business Development,
BestRank @kreidman
@fasterstill
Matt Hessler,
Director of Account
Management, Trada
trada.com
Monday, August 22, 2011

5. First, let’s talk a little
about PPC and SEO.
trada.com
Monday, August 22, 2011

6. SEO PPC
giant lasers
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Monday, August 22, 2011

7. Sometimes PPC and SEO
look like this.
trada.com
Monday, August 22, 2011

8. But PPC and SEO need
each other!
1. They both produce
valuable data that can inform
the strategies of the other.
2. SEO must be considered
for PPC Quality Score.
3. PPC is required to be
conversion-focused.
trada.com
Monday, August 22, 2011

9. Let’s work together.
trada.com
Monday, August 22, 2011

10. O nto the
od st uff!
go
What you can do to optimize your PPC and SEO... right now
trada.com
Monday, August 22, 2011

11. The holidays
approacheth!
Did you know that
soon, hordes of
shoppers will want
to BUY YOUR
PRODUCTS?
trada.com
Monday, August 22, 2011

12. Aaaaahhhhh!
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Monday, August 22, 2011

13. And believe it or not:
Other companies
are preparing -
right now.
trada.com
Monday, August 22, 2011

14. So let’s talk about
what you can do
to compete!
trada.com
Monday, August 22, 2011

15. Competitive research
trada.com
Monday, August 22, 2011

16. Competitive research
Use PPC/SEO
tools like SpyFu.
trada.com
Monday, August 22, 2011

17. Competitive research
Try Google
Trends to help you
predict click prices,
and to help you plan
your budgeting and
lead time.
trada.com
Monday, August 22, 2011

18. Competitive research
trada.com
Monday, August 22, 2011

19. Competitive research
Do some old- Look at competitor’s
fashioned products and
market determine if you are
research: price competitive.
trada.com
Monday, August 22, 2011

20. Build your holiday strategy
trada.com
Monday, August 22, 2011

21. Build your holiday determine target
strategy: product categories
ad group
architecture
test ad copy for clicks and
conversions
incorporate messages
into landing pages
SEO optimize landing
pages
trada.com
Monday, August 22, 2011

22. Build your holiday determine target
strategy: product categories
ad group
architecture
Competitive and test ad copy for clicks and
customer conversions
research.
incorporate messages
into landing pages
SEO optimize landing
pages
trada.com
Monday, August 22, 2011

23. Build your holiday determine target
strategy: product categories
ad group
Make sure your ad architecture
groups are
TOTALLY test ad copy for clicks and
optimized (for an conversions
entire webinar on
ad group incorporate messages
architecture, visit into landing pages
trada.com/
resources). SEO optimize landing
pages
trada.com
Monday, August 22, 2011

24. Build your holiday determine target
strategy: product categories
ad group
architecture
A/B testing is built test ad copy for clicks and
right into PPC. conversions
incorporate messages
into landing pages
SEO optimize landing
pages
trada.com
Monday, August 22, 2011

25. Build your holiday determine target
strategy: product categories
ad group
architecture
Take your winning
messages and test ad copy for clicks and
include them in conversions
your landing
pages. incorporate messages
into landing pages
SEO optimize landing
pages
trada.com
Monday, August 22, 2011

26. Build your holiday determine target
strategy: product categories
ad group
architecture
(More about this test ad copy for clicks and
in a minute!) conversions
incorporate messages
into landing pages
SEO optimize landing
pages
trada.com
Monday, August 22, 2011

27. What next?
SEO optimize your landing pages
trada.com
Monday, August 22, 2011

28. SEO optimize
your landing pages
You did all this ad
testing, so now
you know which
messages seem to
resonate (and
convert!)
trada.com
Monday, August 22, 2011

29. And don’t forget:
during the holidays,
you CARE about conversions!
trada.com
Monday, August 22, 2011

30. SEO optimize your landing pages -
while optimizing for conversions
Include tested ad
language like
calls-to-
action on your
landing page.
trada.com
Monday, August 22, 2011

31. SEO optimize your landing pages -
while optimizing for conversions
Update
description
tags (no search
equity, but they
are what people
see). Make them
actionable!
trada.com
Monday, August 22, 2011

32. SEO optimize your landing pages -
while optimizing for conversions
Include SKUs,
model
numbers and
UPCs in title
tags, footers, etc.
trada.com
Monday, August 22, 2011

33. SEO optimize your landing pages -
while optimizing for conversions
Use a heatmap
tool like
crazyegg.com
to see where
people are
clicking.
trada.com
Monday, August 22, 2011

34. Here’s the summary!
trada.com
Monday, August 22, 2011

35. Do your research.
Get your top products dialed.
Test with PPC.
Build out landing pages.
Optimize for SEO and conversions.
trada.com
Monday, August 22, 2011

36. What next?
In this webinar, we’ve
discussed strategies for
getting a head start on
holiday marketing.
But there’s
more!!!
trada.com
Monday, August 22, 2011

37. Holiday Prep: Planning your Campaigns
Part 2 With Lisa Prassack from Trada
Thursday, Sept. 1, 12:15 PM EDT
Lisa and three e-commerce
companies discuss real-life
crucial planning strategy for
holiday campaigns.
trada.com
Monday, August 22, 2011

38. Holiday Prep: Landing Page Optimization
Part 3 With Oli Gardner from Unbounce.com
Wednesday, Sept. 28, 12:15 PM EDT
The landing page gurus,
Unbounce, will weigh in on
everything you need to know
to boost conversions on your
landing pages for the holidays.
trada.com
Monday, August 22, 2011

39. Holiday Prep: Here Comes the Flood
Part 4 With Matt Hessler from Trada and Mystery Guest
Tuesday, October 25, 12:15 PM EST
Matt will help you strategically
shotgun new strategies for
holiday specific terms, target
buyers by stage, and track
customer activity to increase
sales.
trada.com
Monday, August 22, 2011

40. Holiday Prep: Planning your Campaigns
Part 2 With Lisa Prassack from Trada
Thursday, Sept. 1, 12:15 PM EDT
Holiday Prep: Landing Page Optimization
Part 3 With Oli Gardner from Unbounce.com
Wednesday, Sept. 28, 12:15 PM EDT
Holiday Prep: Here Comes the Flood
Part 4 With Matt Hessler from Trada and Mystery Guest
Tuesday, October 25, 12:15 PM EST
Would you like to be signed up for our ongoing
webinar series, which includes the holiday prep
series? Just chat: “sign me up”!
trada.com
Monday, August 22, 2011

41. Here’s where we take two
minutes to tell you that Trada
can help you ramp up your
holiday PPC campaigns...
... and it doesn’t cost any more
than if you were to do search
marketing yourself.
trada.com
Monday, August 22, 2011

42. Trada has a large, global crowd of certified
paid search experts who do PPC for you.
trada.com
Monday, August 22, 2011

43. Multiple experts work
on your campaign at
the same time.
You get:
Diversity of thinking
Constant optimization
Multiple ad networks
trada.com
Monday, August 22, 2011

44. and they already know how to
run sophisticated holiday campaigns!
trada.com
Monday, August 22, 2011

45. It’s pay-for-performance.
There are NO fees:
no startup fees, no management fees.
You can get started right away.
trada.com
Monday, August 22, 2011

46. Time for questions!
For more information or to schedule a demo, email
dranda@trada.com
trada.com
Monday, August 22, 2011