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8 surprising things Black Friday taught us about search marketing

THURSDAY FRIDAY SATURDAY SUNDAY MONDAY 28 29 30 Thankigunng Black Fuday 1 Cafu Muday 2. The Game of Search Eight surprising things Black Friday Weekend 2013 taught us about retailers' search marketing strategy Why Look at Black Friday Weekend? The Black Friday shopping weekend (Nov. 28- Dec. 2, 2013) provided an amazing window into retailers' holiday search marketing strategy. The data revealed strategic moves for retailers & verticals that businesses can use to plan competitive responses. Start! * Which retail verticals were most competitive? Top 5Mat Compititiun A e O H O Home Hobb 5 TIP: Garden Leiure Competiivenam data is excellent for new dient 3 He Spor prospecting. 1 Euty Rone Which offers were most popular? 38% 34% TIP: Monitor competiive offers at leat monthly. 12% 7% 6% Free Shipping Sale Free Free Product Free Sipping Buddus Minimum Discourt Which ads did shoppers see the most? www.wmet.comewry Weet Vou One Se ee Fer TIP: Visblity is important in winring new Oustomers. A Your Jeweny Nes THs Semen Targ omciaS www.Targat Gar Grat Daals Tday Over 00 D0 hama So Fe wih S0 Purcha Saaraack Eridy Sala www.a.comac-Frday Gat Dlack Fiday Daorbusters taty Eacluaivey an Sea Nt Who topped the Ranking and Frequency charts in Toys? amazon.com kert KOHES KOHL'S Ruk TIP: Sears Wanch market landscape clasaly for opportunities O TARGET Taus Fuqunoy O Walmart* 80% Which popular holiday gifts displayed the most Product Listing Ads? GBuka 71% 55% 78% TIPI PLAI ale dominating ads Are you using them? Juns 78% Camping Gur 83% O0 85% Comparing Black Friday Strategies: Target vs. Walmart Walmart - Target TIP: Don'tlet your competihors overtake youl Angat Dianir How many retailers added phone numbers to their ads? Puantag nfada displagang u gphone namber TIP: Be uniquel Don't forget phone numben and other 0.11% extensions. * Finish! * Here's how retailers' search marketing strategy paid off $12.3 Billion 40% $2.29 Billion total brick & mortar sales on Thanksgiving & Black Friday total online sales on Cyber Monday percentage of retail web traffic from mobile devices Up 2,3% from 2012 Up 16% from 2012 Up 34% from 2012 Created By THE ESEARCH MONITOR Looking for a way to stay ahead of the competition and benchmark your SEM performance? The Search Moritor monitors paid search, arganic search, social media, mobile search, and shopping engines worldwide for brand and affiliate compliance, and competitive inteligence. Interactive agencies, search marketera, and alffiliate marketers use us to gather and analyze competitive information more effectively. Want data for your industry or specific competitors? Visit TheSearchMonitac.com or email SalesaTheSearchMoritor.com l Sources & Notes: All dara from November 28 to December 2, 2013, urles otherie noted. See numben below for notes on individual charta 1. The Search Manitor. Proprietary inder unes number of advertiern, number of avalable ad apots, and sloe of ad upend 2. The Search Manitor. Percentage of ads comtaining ad copy notad 3. The Seerch Moniter. Top 3 edi wih Nghest daplay frequency 4. The Search Manitor. Adnank erage PPCank for all kaywords in Toys category. Ad Peaquency ia percentage of time retaler's ad d ayed tor ley ei besa Gooa HAaorererd 5. The Seerch Monitor. Percerage of ads for retail vertical where a Google PLA appeared &. The Search Manitor. Market Viabiity a calculated as the reach and frequency of the retalers ad 7. The Search Manitor. Percant of al ad -moble & desktop -diaplayinga phone number 8. ShopperTrak, Adobe, BM

8 surprising things Black Friday taught us about search marketing

shared by kenbarber on Dec 18
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This is an infographic from The Search Monitor that took very complex data on search marketing behaviors and made it impressively digestible. And beautiful.

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