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Killer Tips For Holiday Campaigns

3 Meet The Team Santa’s wish list: Health, Well and a Mountain bike Naomi Hauser Director of products Santa’s wish list: Grandma’s Pasta, NBA All Star Tickets, World Peace Dror Aharon SEM Account Manager Santa’s Wish List: A kitchen aid, dinner at the best restaurant in the world (Alinea in Chicago) and a dog Ethel Berdah Saas Account Manager

5 The key dates for the Holidays Black Friday – Friday after thanksgiving Cyber Monday – Monday after Thanksgiving Christmas Eve – December 24th Christmas Day – December 25th Boxing Day – Day following Christmas day New Year’s eve – December 31 st Russian Christmas – January 7 th

Tip #1: Look at your statistics

5 Analyze performances from the previous years Historical data Review performances from last 2 years on same period Pull performance reports for the Holiday period – October, November, and December. Understand your performances Pull key metrics: impressions, clicks, average CPC, spend, orders, ROAS etc. Based on most performant time period, hours, channels, devices … Quality Keywords, ads, landing pages, and offers that ran last holiday season

5 If you don’t have valuable datas Google trends Weekly analyze of big hits on Google Trend Keyword Research Geo-targeting Content creation Channels Trend Integration Landing page Banners Special promotions Creating great titles. Using the right tags. Optimizing descriptions.

Tip #2: Use Your Brand

5 Get your brand out there Increase Brand awareness Launch Pre-seasonal sale (early birds special) Gather data for remarketing Pre-Seasonal Branding (November) Remarketing (December) Use data from pre-seasonal branding for retargeting campaigns

Tip #3: Get your Position Right.

5 Get your position right Increase ad position in the pre-holiday season to keep the position high during the holidays and CPC costs low Improve CTR of ads to further improve ad position resulting a higher position in the holiday season Specific Search Campaigns

Tip #4: Timing is everything

5 Be Prepared Start early Be prepared Make sure you chose your strategy

5 October

5 November

5 December

Tip #5: Make it special

5 Content of your ad Holiday Messaging and language Relevant Keywords Seasonal Promotions and Targeting Seasonal sitelinks Seasonal Promotion (free shipping, sales for holidays, guaranteed delivery for Christmas …) Call extensions Destination URLs to holidays’ products Optimize website Add holiday tag on your selected products Mention on the product description Add a Holiday category

5 Make it special Holidays Best Seller Perfect kit for make up retouches during your NYE party Free Delivery for the holidays Christmas gift

Tip #6: Cross Marketing

5 Cross channels Cross Channel Visibility Beneficiate from better visibility Use Social Media to your advantage Establish a common mapping Be easily recognizable by your customers Homogenous message, promotion and branding Strategy Adjust budget and bidding depending on platform Analyze previous statistics Set up reports on key products or product categories to track its trending

5 Cross devices of shoppers starts on one device and continue shopping on another 67% Of smartphone owners plan to use their device for holiday shopping 73% 56% Of mobile shoppers said that mobile search has introduced them to new brands Of total online sales came from Cyber Monday and Black Friday Keep messaging consistent to be recognizable across different ad placements Use mobile friendly design Optimize for mobile

Tip #7: Post Holidays

5 Post Holiday vacations Advertise for Valentine’s day Post Holidays’ clearance sales % NY good resolutions Diet, Quit smoking, being spiritual, being healthy, changes… Analyze datas from Holiday’s season Already review the big hits of the season and follow up with customers Target customers for winter vacations Special discount post season Winter is a good time for cuddle and love!