holiday 2013 - ppc results, trends & insights
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With 6 less days between Thanksgiving and Christmas, the 2013 holiday season was expected to be brutally competitive and more difficult than any other. And, what a season it has been! This 30 minute webinar is hosted by NetElixir CEO, Udayan Bose. Udayan shares key search and Ecommerce trends & insights for the 2013 holiday season and pinpoints unique keyword bidding trends that were observed and analyzed by our research team. What you can expect from this webinar: •Tracking actual Ecommerce results vs. forecasts. •Detailed, day-part wise CPC trends from Black Friday till December 14th. •Live Holiday Case Study -- How advanced bidding tactics enabled Kansas City Steaks to maximize profitable revenues and gain market share. Visit us at www.NetElixir.comTRANSCRIPT
2013 Holiday Retail Insights
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About NetElixir
NetElixir offers search marketing services and technology to retailers like Lenovo, Oneida and K-Swiss. We are headquartered in Princeton, NJ and have global offices in London and Hyderabad (India).
The 70+ member NetElixir team consists of a multitude of search marketing engineers, data scientists, technologists, and global operations managers, all of whom are constantly ideating, innovating, and implementing unique practices that drive towards our vision of empowering global search advertisers.
Follow us @NetElixir
www.NetElixir.com
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About NetElixir University
NetElixir University was launched in 2012 with a vision of “democratizing the digital marketing industry through exceptional knowledge and expertise sharing.”
Our goal is to share best practices in retail + digital marketing with 10,000 businesses, worldwide, by 2015.
NetElixir University
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About Udayan Bose
• Founder & CEO, NetElixir,Inc.
• Founded PartyBingo.com (PartyGaming, Plc).
• Guest Lecturer at: • Johnson School of Management, Cornell University.• City University of New York, Baruch.• Indian School of Business.
• Quoted in New York Times, Forbes and Time.
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Table of Contents
NetElixir Holiday Calendar: Forecast vs. Actuals.
Tracking Y/Y CPC Inflation on Google and Bing.
Mapping CPC Inflation against Ecommerce Revenue Growth.
Key Takeaways.
How NetElixir Helped Kansas City Steaks tap incremental SEM revenue opportunities and grow Y/Y Revenue
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Data Sources• NetElixir Retail Intelligence Research: Since August 2008, we have been tracking key search engine marketing metrics for 32 mid size and large US online retailers. During holidays, this data is captured on an hourly basis.
• comScore Holiday eCommerce Trends through Green Monday. (Dated: Dec 13, 2013).
NetElixir Holiday Calendar 2013
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Forecasted Y/Y CPC increase:
+ 50%
+ 30%
+ 25%
Sun Mon Tue Wed Thu Fri Sat
11/24 11/25 11/26 11/27 11/28 11/29 11/30
12/1 12/2 12/3 12/4 12/5 12/6 12/7
12/8 12/9 12/10 12/11 12/12 12/13 12/14
12/15 12/16 12/17 12/18 12/19 12/20 12/21
12/22 12/23 12/24 12/25 12/26 12/27 12/28
Note: Our 2013 Holiday Calendar was released in August 2013.
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Sun Mon Tue Wed Thu Fri Sat
11/24 11/25 11/26 11/27 11/28 11/29 11/30
12/1 12/2 12/3 12/4 12/5 12/6 12/7
12/8 12/9 12/10 12/11 12/12 12/13 12/14
12/15 12/16 12/17 12/18 12/19 12/20 12/21
12/22 12/23 12/24 12/25 12/26 12/27 12/28
Was a $1 B+ Ecommerce Day
The weekends have been surprisingly strong.
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Sun Mon Tue Wed Thu Fri Sat
11/24 11/25 11/26 11/27 11/28(21%)
11/29(46%)
11/30(30%)
12/1(29%)
12/2(61%)
12/3(33%)
12/4(30%)
12/5(40%)
12/6(15%)
12/7(19%)
12/8(40%)
12/9(23%)
12/10(45%)
12/11(30%)
12/12(61%)
12/13(53%)
12/14(48%)
Actual Y/Y CPC Inflation
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Sun Mon Tue Wed Thu Fri Sat
11/24 11/25 11/26 11/27 11/28(21%)
11/29(46%)
11/30(30%)
12/1(29%)
12/2(61%)
12/3(33%)
12/4(30%)
12/5(40%)
12/6(15%)
12/7(19%)
12/8(40%)
12/9(23%)
12/10(45%)
12/11(30%)
12/12(61%)
12/13(53%)
12/14(48%)
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Key Takeaways
Cyber week (12/2) has been the strongest ecommerce week ever, however, the bid inflation has not been in total alignment.
The holiday weekends have been stronger than in previous years.
Both of the above trends presented opportunities that could have been tapped through real time opportunity tracking and quick execution.
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Kansas City Steaks: A Holiday Case Study
Strategic Holiday Planning & Real Time ExecutionDrive Exponential Growth
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Premium Steaks and Fine Foods Company established in 1932.
Holiday Revenue Growth Goal: 50%.
Grab PPC Share of Voice for Competition.
Holiday SEM Revenue Goal
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Building the Holiday Plan Detailed Execution Plan built around Holiday Calendar. The Plan was finalized on September 19 after an
intense Executive Meeting that lasted for 4+ hours.
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Proprietary Real Time Bid Optimization (RTBO) platform identified Revenue Maximization opportunities and executed strategic bid changes.
Account Management team worked around the clock, in 3 shifts, analyzing competitive landscape, identifying incremental opportunities and making campaign changes.
We had a Plan B in place just in case Plan A did not work.
Executing the Plan
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RESULTS
Y/Y SEM Revenue Growth (Thanksgiving to Dec.14)= 89%
Source: AdGooroo PPC Share of Voice Report
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Conclusion
An ability to monitor, analyze and manage bids around-the-clock through a combination of real time bid optimization technology and expert management can have a substantial impact on revenues and ROI.
A holiday plan, however detailed it may be, needs to have adequate flexibility for adaptation and change. Real time decisoning can trigger Plan B at an appropriate time, thereby gaining significant advantage over competition.
We believe, this holiday season will go down in ecommerce history as a landmark season where better prepared and sophisticated retailers won.. at others’ expense.
Thank you!
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To request more information about NetElixir’s Search Marketing services and technology, email [email protected].
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