Webinar: 2014 Holiday ECommerce Playbook

#123webinar | @webmarketing123

1. Can I ask questions?
Tweet @webmarketing123 or use #123webinar.
2. Can I have a copy of the slides?
Yes! Email results@webmarketing123.com.
3. How do I get a custom search marketing analysis?
Chat us your website and top 2 keywords.
FAQs

We drive revenue.
Not just clicks and traffic.
/ About Webmarketing123
SEM
SEO
Attribution
Display
Video
Content
Creation
ROI
Tracking
Social
Website
Design
Conversion
Optimization

American shoppers spent $46.5 Billion online last holiday season.
Source: comScore
/ The 2014 Holiday Challenge

Plus, 3% growth is
predicted this year.
Source: comScore

Want to snag a larger
slice of that billion
dollar pie?
Source: comScore

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.

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 new digital path to purchase.
RESEARCH COMPARISON
CoCA This is
Source: Hubspot
$
$
PURCHASE
INTENT
WEBSITE VISTORS
LEADS
Conversion
LTV
complicated!
And we still
need to add
devices &
channels into
the mix.

Don’t panic.
You can still deliver a
very merry Q4.

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

1 2 3
Evaluate conversion
rate by device.
Analyze conversion rate
by channel.
Break down conversion
rate by stage in buying
cycle.
/Evaluate Current Digital Program
Check for healthy CVR in 3 steps:

1 Analyze CVR by channel
TIP: Use Google Analytics
“Acquisition Overview” report to
compare channel performance.

2 Break down conversion by cycle stage.
RESEARCH COMPARISON
Source: Hubspot
$
$
PURCHASE
INTENT
WEBSITE VISTORS
LEADS
Conversion
LTV
CoCA

2 Break down conversion by cycle stage.
How do your campaign offers
impact CoCA?
$
$
PURCHASE
Cost of Visitor Acquisition
Cost of Lead Acquisition
Cost of Customer
Acquisition
How do campaign offers
Source: Hubspot impact LTV?

3 Evaluate CVR by device.
TIP: Use Google Analytics
“Devices” report to compare
device performance.

/ Optimize for Cross-Device Users
Tablets convert
at 66% of PC.
Mobile converts
at 22% of PC.
Source: MarketingLand, “Report: Mobile 21% of E-Commerce, Will be $84B in 2014”

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

Source: SmashingMagazine, “SEO for Responsive Websites”
Check
mobile load
time with
Google’s
PageSpeed
Insights.

Prep new on-1 site optimization.
Organic search listings should convey offers as well as paid.
/ 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.

Double 2 check site structure.
Be sure to add
any new product
categories to
your site map
for proper
indexing.

Tackle new link building 3 opportunities.
Pitch new products
and content to
editors that might
link to competitors
or publish gift
guides.
Source: Huffington Post

Get 4 mobile SEO right.
Source: Google; Mobile Path to Purchase

4 Get mobile SEO right.
Use responsive design to build a seamless cross-device UX.
Source: Moz, “The SEO of Responsive Web Design”

Get 4 mobile SEO right.
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.

Switch 1 to Google Shopping.
Say goodbye to PLA campaigns
and hello to Google shopping.
TIP: Make the manual switch
before the September 30th
deadline!

It’s still all about the product feed quality.

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.

Optimize for ROAS 2 with new structure.
Women’s
Snowboarding
Build a smart bidding strategy
with granular product groups.
TIP: Use new benchmark
CPCs to gauge competitor
Snowboarding bidding strategy.
Equipment
Men’s
Snowboarding
Boots Jackets Boards Bindings Boots Jackets Boards Bindings

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!

Better understand buyer behavior with benchmark CTR.
TIP: Don’t forget to check
SQRs for negative keywords.

Test new “3 holiday” keywords.
Refresh ad copy and keywords to reflect seasonal offers.
“holiday coupon”
“gift ideas” “holiday sale”
“cyber Monday”
“Black Friday discount”

Test mobile 4 performance.
Refine mobile bidding and reporting.
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

Don’t dismiss 5 social ads.
Top retailers sold an estimated
$2.69 Billion
to shoppers clicking directly on social ads.
Source: Internet Retailer, ”Retailers focus on Social Media Results.”

Don’t dismiss 5 social ads.
Social ads drive sales– not just Likes.

Launch remarketing 6 campaigns.
But one visit is typically not enough
Leave a website without
converting1
converting1
converting1
Abandon shopping carts
without purchasing1
49% Typically visit 2-4 sites before
One visit is typically not enough to convert.
Google Confifidential and Proprietary 4
96%
96%
70%
70%
Understanding Shopping Cart Abandonment, Forrester Research, May 2010
without purchasing1
purchasing2
Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited) Google Confifidential and Proprietary 4
Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited)
Google Confifidential and Proprietary 4
96%
70%
without purchasing1
49% Typically visit 2-4 sites before
purchasing2
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

Launch remarketing 6 campaigns.
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.

2014 Holiday eCommerce Recap:
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.

Schedule a free, 30 minute consultation!
Source: Synecore, “10 Examples of Amazing Responsive Design”
Thank you!
Let’s
Talk! Mike Turner, Director of Business Development
e: results@webmarketing123.com t: 800. 619. 1570

Webinar: 2014 Holiday ECommerce Playbook

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