HolidayShoppingWith the shortest runway from Black Friday to Christmas since 2002, consumers will have fewer days to shop for the holidays, which means that retailers will have fewer days to maximize their holiday sales.

Google Head of Industry, Retail, Brett Goffin, advises retailers to take full advantage of the opportunity to remarket to consumers NOW. According to Goffin, remarketing is a helpful strategy during the shortened shopping season this year. Google has historically seen average Costs Per Click (CPCs) increase during the shopping season and there’s no reason to believe that won’t be the case again this year. Several analysts have predicted 2013 CPCs to be higher compared to 2012 given the compression of the holiday season.

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Google AdWords Offline Conversion Tracking: What It Means For Your Campaigns

Category: Marketing Dilemmas

Recently, we’ve seen some exciting new innovations coming our way from Google. With the roll out of offline conversion tracking, Google has taken yet another step towards creating an all-encompassing advertising ecosystem. This feature works on the simple principle of conversion import i.e. the user needs to upload all of the related offline conversions data back into AdWords. This will then be synced up with your account information and show the precise conversion information down to the keyword and ad copy level.

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A Coffee Chat on PLA – Product Listing Ads Optimization

Category: Marketing Dilemmas

Yesterday at NetElixir, experience and curiosity were the toppings for the fresh hot evening coffee for four enthusiastic search marketers. It all started during a casual coffee chat with Anser, NetElixir’s senior search marketer, who commented that Product Listing Ads are performing much better than text ads. Deb, another senior colleague, endorsed Anser by quoting that Google PLAs have outperformed text ads in terms of click-through-rate. He was referring to one of the Adobe blogs he follows – Adobe Blog on Digital Marketing. This discussion by Anser and Deb intrigued me and Keith, who were sipping the hot coffee with them. And this triggered a nice brief productive coffee chat on a few Product Listing Ads optimization tactics.

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Black Friday sales will start early this year… how early?

Category: Marketing Dilemmas

NetElixir research data indicates a 3 day shift in Black Friday sales (as well as related search queries) in 2012 (over same time in 2011). Retailers now start their Black Friday promotions even before Thanksgiving Day in an effort to garner a greater share of holiday shoppers’ wallets.

Black Friday Online Sales Trends
Black Friday Sales and Search Trends, 2012 vs. 2011

We expect Black Friday promotions (as well sales spikes + related search spike) to start earlier this year. How much earlier? Well, based on prior years’ trend analysis, the spikes should start around Nov 20/21 and at least 70% of online retailers will start their Black Friday weekend promotions on Nov 25 (Monday). (Needless to mention, the sales promotions will keep varying through the period leading to Cyber Monday).

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Online Sales Spike Prior to Labor Day: Facts

Category: Marketing Dilemmas

The week leading to Labor Day this year saw a significant spike in online sales for our retail clients. Y/Y sales grew (average) by 73% during this week. The spike was experienced by retailers across 7 retail categories from consumer electronics to home furnishings.

Some interesting SEM research facts pertaining to online sales (week of Aug 26) –

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Holiday Search Marketing Calendar: Why You Need One?

Category: Marketing Dilemmas

 2013 Holidays are unique because of 2 reasons –

  1. There are 6 less shopping days between Thanksgiving and Christmas (the shortest runway since 2002).
  2. Online sales trends this year have been unpredictable, both in their “highs and lows”, often making predictions irrelevant.

One thing can be safely predicted though.. a short runway to Christmas will most definitely lead to more intense competition than ever before.

At NetElixir, we have been conducting holiday search marketing trends and consumer insights research since 2008. We have identified some “lead indicators (trends)” that enable higher holiday forecast accuracy.

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Scripting Cost Alerts!

Category: Marketing Dilemmas

The successful performance of paid search marketing depends upon the level of optimization acquired by advertiser’s accounts. The advertiser has to make sure that accounts generate sizeable revenue while the costs are kept under control. These cost constraints have always remained challenging in the search advertising space and Account Managers at NetElixir constantly explore better ways to remain watchful on these restraints. One method NetElixir uses is to keep an eye on the cost factor i.e., to employ an Adwords Script which runs every day and alerts the advertiser when the account level monthly cost exceeds a certain percentage of the budget. The script is explained below along with comments:

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As paid search advertising arena gets increasingly competitive, the ability to identify fresh sets of keywords with potential to “convert” has become a key driver of success.

NetElixir works exclusively with ecommerce companies. In 2010, after multiple sessions of brainstorming the NetElixir team came up with a novel idea to source fresh keywords. An idea that was both powerful, elegant and sustainable. We called this – SOCIAL KEYWORD SOURCING.

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Talking Digital Marketing on DataQuest!

Category: Marketing Dilemmas

NetElixir CEO Udayan Bose was featured on DataQuest, discussing how to achieve success in digital marketing!

“Solving digital marketing challenges requires a pertinent approach. Udayan feels that starting with tactics as people often do, is a recipe for failure. Instead, one has to set goals, set objectives, evaluate and identify strategies, and then decide on appropriate tactics.”

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