August 20, 2009, 12:00 AM

Search marketing firm offers tips for the holidays

Search marketing firm Impaqt offers tips for a successful holiday season, such as comparing the results of last year`s free-shipping and buy-one-get-one-free promotions.

As the holiday season approaches, search marketing plays a key role as retailers try to capitalize on a peak spending period. Here are some tips for a successful holiday season from search marketing firm Impaqt:

  • Plan smarter for this year’s holiday season by reviewing the successes and failures of last year’s search marketing campaigns.
  • Utilize the power of search marketing data to boost other types of advertising.
  • Pay attention to the year’s data trends – including click-through rate and variations in search vs. purchase cycles – to predict holiday search activity.
  • Assess the individual performance of specific promotions. Does historical data suggest that your “free shipping” promotions outperformed “Buy One Get One Free” promotions?
  • Analyze additional information from search engines to develop a flexible plan. Ensure that you will be able to take advantage of unplanned opportunities by making quick changes to your strategy.
  • Repeatedly test ad copy components to determine what combinations perform the best (i.e., brand name in headline, price or promotion in headline).
  • Use industry research as a guide to top category keywords and competitor traffic keywords.
  • Integrate search marketing with other advertising channels. Take advantage of cross-channel promotion by altering ad copy according to reflect upcoming events.

Additional information on search engine marketing can be found in the Internet Retailer Search Marketing Guide.

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

Jock Purtle / E-Commerce

What is your e-commerce business worth?

The founder of a merger and acquisitions consulting firm examines how e-retailers can know the ...

FPO

Adrien Henni / E-Commerce

Alibaba and Chinese e-commerce rivals target Russia

Besides Alibaba, Chinese e-commerce companies like LightInTheBox and DinoDirect are seeking deals to get goods ...

Advertisement