Fresh Idea Tip #6: Creating your Targeted Holiday Keyword List

Category: Netelixir Updates
Although creating a targeted keyword list is important all times of the year, it is even more important during the holiday shopping season in November and December. By making this list, retailers will be able to extend their audience reach and gain high conversion probability. It may seem complicated or overwhelming to take on a task like this, so we developed the Five Stage Optimal Keyword List Building Process:   1. Research. Don’t just brainstorm to generate keywords you could employ; use multiple mediums to find out which keywords are relevant to your campaign. Listening platforms like Twitter are valuable real-time keyword sources. 2. Select and Group. Not all keywords from your initial list from research may be appropriate for your campaign. Each keyword you select must contribute to specific objectives. 3. Test. This step is very important. You should allocate 3-5% of your SEM budget to testing keywords for 60-90 days. 4. Analyze. Using the data from the testing stage, asses how well a keyword fits in an ad group. 5. Refine. Once you know which keywords perform well and which ones don’t, you should classify them. Four performance groups that we have found to be useful are “stars,” “aspirants,” “laggards,” and “question marks.” This way you will be able to visualize which keywords or ad groups need attention and which ones are the most profitable.   The 5 Stage Optimal Keyword List Building Process can be best visualized if you think of it as a continuous cycle. It ensure you are always changing your keyword list based on what performs well and what doesn’t.   Good luck!

Fresh Tip #5: 5 KPI’s Every Search Advertiser Needs

Category: Netelixir Updates
As we mentioned in our first fresh idea tip, the phrase “what you can’t measure, you can’t control” is very important to remember when creating an SEM campaign during the holidays. SEM driven customer acquisition performance can be measured in multiple ways, but in order to do so in a holisitc manner, retailers need a portfolio of key performance indicators, or KPI’s. KPI’s can be financial or nonfinancial and they will help you determine how successful certain campaigns are and can also help you reach long-term company goals. One question you may ask, however, is “how do I determine what my KPI’s will be?” The following checklist of sample KPI’s are ones we think are important to measure, but note that it is not an exhaustive list:
  • Profit per click
  • Revenue per new customer (through SEM)/ Revenue per customer (overall)
  • Average order value per new customer
  • Cost per conversion (search)/ cost per conversion (all channels)
  • Percentage of (converting keywords/all keywords) 

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Fresh Idea Tip #4: Know Thy Competitors

Category: Netelixir Updates
Online retailers have it even harder this holiday season than last because of consumers’ shopping habits and buying decisions. This year, shoppers are going to be more cost-conscious and will be comparing your products against competitors even more than usual. This means it’s even more important for you to keep your eyes (and ears) open to what your competitors are up to. You can easily track how you stack up to your competition by creating a chart like the one below (or download a copy of our e-book to use this one). The left hand column contains aspects of your competitors business that you should consider when gearing up for your SEM campaign, while the following columns are where you note your information versus theirs. Although there are endless possibilities of variables to place in the left column, the ones we chose are the most pertinent to your campaign during the holidays and shouldn’t be left out. You can find the information regarding your competitors products and marketing tactics by visiting their website, searching for their company on search engines, signing up for their newsletters, and checking out their social media efforts and blogs, among other ways. After you fill in the chart data, take a look at how you compare to your competition. Based on what your opponents are doing, you can alter your campaigns to better align with theirs or make your self stand out. Either way, in order to be successful you must be knowledgeable about what others in your field are up to. Remember, you can also use this information to know what not to do depending on their successes or failures. Good luck!

Fresh Tip 3: Sync your SEM Campaigns with your Holiday Marketing Promotion Calendar

Category: Netelixir Updates
The holiday shopping season comprises peak sales days when consumers spend the most amount of money and companies earn maximum profit. In order to tap into the success of these days, retailers should learn to sync their SEM campaigns with this calendar. In our e-book, NetElixir created charts to be filled out by merchants so they can track exactly how much they should be spending during each segment of the shopping season. The chart below indicates how much consumers spend during certain times of the year. Take notenot only of the dollar amount that is spent, but also the total percentage of spend during the season and the comparison of 2007 to 2008.

Using the above chart as a reference point, retailers can use the ones below to plan what their budget should be and compare this with their specific SEM objectives. Then, they can aggregate this learning and use it for future promotions.

Happy advertising :)

Fresh Idea Tip 1: Build your Objectives-Investment Scorecard

Category: Netelixir Updates
The first step in beginning any search engine management campaign is to map out your financial plan. One of the best ways to accomplish this is by creating a chart noting your specific goals or objectives and how much money you plan to spend on each one. By using quantitative methods like this, you will be able to allocate different parts of your budget to individual aspects of your campaigns and understand how each part contributes to the overall program. The most important thing to keep in mind when recognizing the value of a simple chart like this is what you can’t measure, you can’t control.  


  Keep in mind, when you are filling in a chart like this, your objectives need to be realistic. You should always consider what your current cost per click (CPC) is and what your website’s click to conversion rate is. Ask yourself, “are my objectives achievable given the level of investment?” and “what are the industry benchmarks?” Considering topics like this will help you create a reasonable campaign that fits the needs and also the abilities of your company.   After you create your objective-investment scorecard, you should test the campaign and tabulate the results. The raw data will show you how well or poorly the keyword search advertising program performed. Now you can use this information to improve future special event campaigns and ameliorate the results.   For more information regarding the objectives-investment scorecard, visit our website to download a copy of the workbook.


Category: Netelixir Updates

Hello from NetElixir and welcome to our blog! We’ll be sharing all sorts of SEM tips and explaining how you can increase the efficiency of your campaigns this upcoming holiday season. Check back here for regular articles and feel free to also follow us on Twitter for instant updates.

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