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flyingrose
Staff
Joined: Oct 30, 2003
# Posts: 3361
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Posted: 2005-Nov-02 07:03
If you're using PPC ads you are likely to see an increase in clicks and advertising costs from now until early to mid November with a decrease in conversion rates.
Then in late November to December traffic may drop off but conversion rates will go way up. I attribute this to people looking now and buying later, so be ready for this pattern.
If you're spending more than you wish lower your bids but don't panic and turn them off. You want to make sure those who found your ad when they thinking about buying can find you to come back and buy.
If they are specifically looking for you they are likely to search deeper than usual. Make sure they can find you.
And do be aware that bids tend to go up during the holiday season so maximizing your sales may require higher spending levels than other times of the year.
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unreviewed
Joined: Dec 07, 2000
# Posts: 6776
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Posted: 2005-Nov-02 07:57
Good stuff! We should really pin this thread up for the next few weeks. I'll PM bhartzer.
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flyingrose
Staff
Joined: Oct 30, 2003
# Posts: 3361
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Posted: 2005-Nov-02 10:06
Shipping time can be important to improve your Holiday Sales ROI. Many shoppers will want to know if you can get your products there in time for Christmas.
In the two weeks before Christmas expect a lot of people to be wanting to buy immediately - but only if they can get it in time. Here are some actions to consider:
1. If you know that some items you sell can't be delivered in time for Christmas after a certain date, consider pausing those ads or at least reducing bids when that date comes around.
2. If you CAN expedite delivery and sell items for those inevitable last minute shoppers, you may want to create some special ads to attract them.
Consider updating your site with obvious information to encourage buyers not to wait until it is too late. Here are some ideas:
1. Many sites will offer free shipping (or free for purchases over a certain amount). Putting that information in your ads can increase interest in buying from you and possibly extend the buying "season".
2. Offer incentives for buying early such as free shipping before a certain date OR discounts through a certain date.
3. Prominently include the last day to order for delivery in time for Christmas on your site.
4. Even if you can't offer free shipping, emphasize shipping cost savings for buying early to take advantage of normal vs expedited shipping.
If you've decided to lower bids or pause ads for products that can't arrive by Christmas remember to turn them back up and/or on December 25th or 26th to put your products in front of Holiday vacationing potential buyers.
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flyingrose
Staff
Joined: Oct 30, 2003
# Posts: 3361
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Posted: 2005-Nov-26 22:53
Holiday Sales usually pick up starting the day after Thanksgiving and will stay strong through at least the week before Christmas for those sites that can arrange delivery right up until Christmas Day.
Traffic was down 30-50% on Thanksgiving Day for many sites. Sales were way off that day - far more than traffic was down. Not to worry as that is no indication of things to come.
Now is the time most advertisers will see improvements in conversion and ROI so make the most of it. Questions and comments on how the season is going for you are always welcome.
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Richard B
Joined: Apr 03, 2000
# Posts: 446
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Posted: 2005-Nov-27 15:56
Based on the news this Sunday morning, Black Friday’s sales were down by about 1% from last year. However they expect Monday, the first day back to work for many people, to be the internets biggest shopping day.
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flyingrose
Staff
Joined: Oct 30, 2003
# Posts: 3361
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Posted: 2005-Nov-27 21:49
Am I the only one amazed that people would get up in the middle of the night, wait in lines for hours, and fight huge crowds to shop? Do they save enough money shopping on Black Friday to make it worth all that?
[Black Friday refers to marketers being "in the black" i.e. profitable instead of "in the red", losing money.]
According to news reports I've scanned, although Black Friday's sales were strong, polls indicate that over half of all shoppers intend to cut spending this year primarily due to concern over heating costs.
Here are some excerpts from a Reuter's article published by Boston.com about Cyber Monday:
"Consumers are forecast to spend $19.6 billion on nontravel goods on US Internet sites during November and December, up 24 percent from $15.8 billion during the same period last year, according to comScore Networks."
"That accounts for less than 5 percent of total holiday sales in the United States but excludes large corporate purchases and sales on auction sites like eBay Inc."
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flyingrose
Staff
Joined: Oct 30, 2003
# Posts: 3361
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Posted: 2005-Nov-30 20:18
Cyber Monday traffic up 50% over normal Monday traffic per article by James Levin.
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flyingrose
Staff
Joined: Oct 30, 2003
# Posts: 3361
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Posted: 2005-Dec-05 22:22
I'd like to invite anyone who is interested to post their comments, suggestions, results, etc.
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