making retail paid search predictive: new ways retailers like otc are using paid search to drive...
DESCRIPTION
The retail space is volatile. In an industry that relies on short conversion times, fluctuating budgets, variable average order values, seasonality, and competing promotions, implementing a predictive paid search program that anticipates market trends and provides consistent revenue growth is a formidable task.TRANSCRIPT
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» Chief Client Officer
Adlucent
» Ecommerce Marketing Manager
Oriental Trading Company
» Client Manager
Adlucent
» PPC as a channel
» Keyword analytics
» PPC as a strategic advantage
» Shopping analytics
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1. Looks at all data sources when anticipating seasonal spikes
2. Doesn’t stop at keyword-level data, but monitors product and
inventory data as well
3. Plans, executes, and measures cross-channel promotions
within your brand values
4. Uses paid search to test promotions before they are launched
in other marketing channels
5. Uses paid search data to identify new products and reacts to
insights derived from your data in real-time
6. Engages in larger business discussions and translates that
data into an actionable paid search strategy
» Chief Client Officer, Adlucent
» Ecommerce Marketing Manager, Oriental Trading Company
» @garrickbaxter
» Client Manager, Adlucent