Post on 02-Jun-2018
8/10/2019 Top Tips for Planning Your Holiday Digital Marketing Strategy
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A link will be emailed within 24 hours Feel free to ask questions during the webinar via the chat
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Founded in 2002
Seattle-based digital marketing agency
SEM, SEO & Display
Web & landing page development
Social Advertising
Mobile (app) marketing
$40 MM in managed media each year
Servicing clients across all verticals and revenue models
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Looking back before you look forward
# of Days Between Black Friday & Christm
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Source: @jmgagnon Bing Ads PPC for the Holidays : http://ow.ly/Dwkd3
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Source: ThinkWit
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Plan ahead with a promo calendarMon Tues Wed Thurs Fri Sat
17 18 19 20 21 22
24 25 26 27 28 29
1 2 3 4 5 6
8 9 10 11 12 13
15 16 17 18 19 20
22 23 24 25 26 27
29 30 31 1 2 3
BF Door Buster Sale: 10 pm 2 pm
Free Standard
Shipping by Xmas
2day Shipping
Delivery by Xmas
Begin 10 Days of Christmas Advent Calendar
B1G1 50 OFF Monday 5 pm Friday 5 pm
In Store: 20 Off w/Gift Receipt
Free Shipping Boxing Day
Pre-Thanksgiving Early Bird Sale
REMOVE Xmas Ads
Start BF Ads Remove BF Ads
Start Cyber Monda
& Xmas Ads
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20% of site sales and more than 43% of site
will come from mobile devices this HolidayIBM Holida
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Smartphoneto use deviceshopping thi
Black Friday Monday SaleMobile Devic+50% Growt
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- 20% of site sales and more than 43% of site traffic will come fromdevice
- Traffic growth from mobile outpacing desktop growth
- Spending dominating ecommerce investments
- CVR on mobile not increasing
- Big ROI gap on mobile spend!!
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What To Run On. Top Keywords!
When to Run. AT THE VERY MINIMUM Black Weekend starting on and the last shopping week of the season
Where To Be: 1st or 2nd Position Wins it All
What to Say.-Keep it simple 2 second rule! CTA + Offer
-Buy from your phone, in-stock now, include price, inhow long it takes to ship
Remember that Google is now droppline of copy on mobile to show ex
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Match types arent what they used to be
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A PPC Manager walk into a bar,
bars, beer garden, lounge, night club,tavern, pub, hangout hole, mini bar, barstool, beer, booze, wine, whiskey..
Variamisspsinguformsstem
accenabbre
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Exact Keywords Exact Match
Negative ExactClose Match
Negative SimilarTerms
Phrase Keywords Exact Match
Negative Exact
Negative PhraseClose Variants
Broad & ModifiedBroad
Phrase & ExactMatch
Negative Phrase
Negative Broad
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1. Ambiguous And Branded Keywords To Be Most Impacted
2. Close Variants matter more on Mobile Devices
3. In a nutshell, an efficient negative keyword strategy is getting mothan ever.
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Nobody reads ads. People read what intere
- Ho
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Countdown Script A
a count down of Days
in your ad co
Count Down CBusiness Data Customizers
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Why your ads might be rejected or not showing?
Copy exceeds Description or Title character limits
Promo has ended, so the ad stops displaying.
Examples: Hurry, sale ends in X!
Sale ends in X! Only X left! Registration closes in X
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Give the customers more relevant informatio
better for conversion!
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http://www.pointit.com/ad-extensions
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If you have 100 visitors to your site and 3convert97 didnt.
Its easier to get 1 mo re of those 97 to con
it is find 33 more po tent ial ly qual i fied cu s
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RLS
Define aud
Copy top ainto new ca
Add audie
Set copy, b
targeting
SER
Dynamic Remarketing
Tag Site (for Dynamic
Remarketing)
Create campaign
Add remarketing list
Create Dynamic Ads
GDN
Audience Remarketing
Define Lists
Create campaings
Add remarketing lists
Load creatives
GDN
What were
focusing on
today
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Bid Up, Customize Message
& Landing Page, Serve Ads
On Upper Funnel Terms
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Scripts. They arent as scary as people makout to be!
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If you can Copy & Paste you can use pre-written scripts SMX Adv
FrederickVallaeys (@siliconvallaeys)
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Custom Audiences
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Lookalikes
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Cross-Device Reporting
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Lookalikes
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Ask: FB30 Facebook on
everything ROI 200%+
Strategy: Custom audiences v
& website remarket
Newsfeed only plac
Desktop & mobile t
All revenue trackingAnalytics
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Targeting examples:
Travel behaviors (US & INTL):
business travelers, personaltravelers, commuters, frequentflyers, etc
Travel intenders (US) w/ income$75k+
Tablet by OS iOS/Android (not
a strong push on phones)
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Media spend:
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Q&A
Thank you!Christi Olson | christio@pointit.com
Ian Mackie | ianm@pointit.com