holiday prep: ppc and seo
DESCRIPTION
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/TRANSCRIPT
#SEMHolidayPrep
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Holiday Prep:
PPC and SEO
Monday, August 22, 2011
#SEMHolidayPrep
trada.comMonday, August 22, 2011
trada.com
Part 2
Part 3Holiday Prep: Landing Page OptimizationWith Oli Gardner from Unbounce.comWednesday, Sept. 28, 12:15 PM EDT
Holiday Prep: Here Comes the FloodWith Matt Hessler from Trada and Mystery GuestTuesday, October 25, 12:15 PM EST
Part 4
Holiday Prep: Planning your CampaignsWith Lisa Prassack from TradaThursday, Sept. 1, 12:15 PM EDT
Trada’s Holiday Prep 2011 Webinar Series
Monday, August 22, 2011
Matt Hessler, Director of Account Management, Trada
Jason Kreidman,VP of Business Development,
BestRank
trada.com
@fasterstill
@kreidman
Monday, August 22, 2011
First, let’s talk a little about PPC and SEO.
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giant lasers
PPCSEO
Monday, August 22, 2011
Sometimes PPC and SEO look like this.
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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.
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But PPC and SEO need each other!
Monday, August 22, 2011
Let’s work together.
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Onto the
good stuff!
What you can do to optimize your PPC and SEO... right now
Monday, August 22, 2011
The holidays approacheth!
Did you know that soon, hordes of
shoppers will want to BUY YOUR PRODUCTS?
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Aaaaahhhhh!
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And believe it or not:
Other companies are preparing -
right now.
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So let’s talk about what you can do
to compete!
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Competitive research
Monday, August 22, 2011
Use PPC/SEO tools like SpyFu.
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Competitive research
Monday, August 22, 2011
Try Google Trends to help you predict click prices,
and to help you plan your budgeting and
lead time.
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Competitive research
Monday, August 22, 2011
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Competitive research
Monday, August 22, 2011
Do some old-fashioned market
research:
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Competitive research
Look at competitor’s products and
determine if you are price competitive.
Monday, August 22, 2011
Build your holiday strategy
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incorporate messages into landing pages
test ad copy for clicks and conversions
ad group architecture
determine target product categories
Build your holiday strategy:
SEO optimize landing pages
Monday, August 22, 2011
trada.com
incorporate messages into landing pages
test ad copy for clicks and conversions
ad group architecture
determine target product categories
Build your holiday strategy:
SEO optimize landing pages
Competitive and customer research.
Monday, August 22, 2011
trada.com
incorporate messages into landing pages
test ad copy for clicks and conversions
ad group architecture
determine target product categories
Build your holiday strategy:
SEO optimize landing pages
Make sure your ad groups are TOTALLY
optimized (for an entire webinar on
ad group architecture, visit trada.com/resources).
Monday, August 22, 2011
trada.com
incorporate messages into landing pages
test ad copy for clicks and conversions
ad group architecture
determine target product categories
Build your holiday strategy:
SEO optimize landing pages
A/B testing is built right into PPC.
Monday, August 22, 2011
trada.com
incorporate messages into landing pages
test ad copy for clicks and conversions
ad group architecture
determine target product categories
Build your holiday strategy:
SEO optimize landing pages
Take your winning messages and
include them in your landing
pages.
Monday, August 22, 2011
trada.com
incorporate messages into landing pages
test ad copy for clicks and conversions
ad group architecture
determine target product categories
Build your holiday strategy:
SEO optimize landing pages
(More about this in a minute!)
Monday, August 22, 2011
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SEO optimize your landing pages
What next?
Monday, August 22, 2011
You did all this ad testing, so now
you know which messages seem to
resonate (and convert!)
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SEO optimize your landing pages
Monday, August 22, 2011
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And don’t forget:during the holidays,
you CARE about conversions!
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Include tested ad language like calls-to-
action on your landing page.
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SEO optimize your landing pages - while optimizing for conversions
Monday, August 22, 2011
Update description
tags (no search equity, but they are what people see). Make them
actionable!
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SEO optimize your landing pages - while optimizing for conversions
Monday, August 22, 2011
Include SKUs, model
numbers and UPCs in title
tags, footers, etc.
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SEO optimize your landing pages - while optimizing for conversions
Monday, August 22, 2011
Use a heatmap tool like
crazyegg.com to see where people are
clicking.
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SEO optimize your landing pages - while optimizing for conversions
Monday, August 22, 2011
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Here’s the summary!
Monday, August 22, 2011
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Do your research.
Get your top products dialed.
Test with PPC.
Build out landing pages.
Optimize for SEO and conversions.
Monday, August 22, 2011
In this webinar, we’ve discussed strategies for getting a head start on
holiday marketing.
But there’s more!!!
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What next?
Monday, August 22, 2011
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Lisa and three e-commerce companies discuss real-life crucial planning strategy for
holiday campaigns.
Part 2Holiday Prep: Planning your CampaignsWith Lisa Prassack from TradaThursday, Sept. 1, 12:15 PM EDT
Monday, August 22, 2011
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Part 3Holiday Prep: Landing Page OptimizationWith Oli Gardner from Unbounce.comWednesday, 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.
Monday, August 22, 2011
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Part 4Holiday Prep: Here Comes the FloodWith Matt Hessler from Trada and Mystery GuestTuesday, 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.
Monday, August 22, 2011
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Part 3
Part 4
Would you like to be signed up for our ongoing webinar series, which includes the holiday prep
series? Just chat: “sign me up”!
Holiday Prep: Landing Page OptimizationWith Oli Gardner from Unbounce.comWednesday, Sept. 28, 12:15 PM EDT
Holiday Prep: Here Comes the FloodWith Matt Hessler from Trada and Mystery GuestTuesday, October 25, 12:15 PM EST
Part 2Holiday Prep: Planning your CampaignsWith Lisa Prassack from TradaThursday, Sept. 1, 12:15 PM EDT
Monday, August 22, 2011
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.
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Trada has a large, global crowd of certified paid search experts who do PPC for you.
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Multiple experts work on your campaign at
the same time.
You get:
Diversity of thinking
Constant optimization
Multiple ad networks
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and they already know how to run sophisticated holiday campaigns!
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It’s pay-for-performance.
There are NO fees: no startup fees, no management fees.
You can get started right away.
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Time for questions!
For more information or to schedule a demo, email [email protected]
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