Ecommcal November 2014
NOTE: Consider creating product bundles or complementary product pairings as a nice value add to your customers. A good example is including a Car charger with a cell phone or memory card with a camera. This could have added benefits in your product SEO but really makes it easier for your customer to choose you over a competitor that isn't offering a bundle and asking the customers to go find each product.
Now is a good time to check and verify your supply chain to make sure they can meet expected purchasing demands. This means warehouses can receive new shipments while also expediting your orders. The shipper also provides tracking numbers, this can help reduce charge backs on slow or non delivered goods during the holiday rush. Remeber you can also have shipping delivery notices trigger follow up CRM surveys, reviews, social media posts or create added lists for email campaigns. While it may be aggressive to try to put those in place now, you can added to next years calendar project now.
November 2
Comparison Shopping site rate changes usually occur this week so make sure your prices are set for the holidays.
Nov 3
Review and adjust look-back window on bid rules to be shorter. Many keyword bids can spike at this time of year and you dont want to be left out with low bids. One Best Practice I have used is to - Use about a 5- 7-day look-back in November before Thanksgiving. Don't forget to move your triggers down too.
Nov 4
SEMA Show starts
Nov 5
You can start bidding your paid search holiday keywords up slowly. Reviewing your results across all your analytics is useful from here until the middle of Jan. in order to spot trends or potential issues. IF you have year over year numbers they should help on how aggressive you need to bid paid search or execute social media coupons. The numbers will help you make smart decisions.
Nov 11 ( Veterans day)
Turn on themes, campaigns etc.
Nov 14
Make sure your social media plan is in place for the Cyber Five(Thanksgiving day through Cyber Monday). Drive followers to your website with product videos, photos and links. Remember that physical locations can be more affected by weather but a good mobile site is available in the palm of your hand to complete the transaction now. Make sure your credit card merchant and hosting provider can scale up for the cyber 5 or know what your options are. A 1 hour outage during this time can mean hundreds, thousands, or even millions in lost revenue if your hardware is down to slow. Check your SLA's. In a survey of consumers in 2012, Keynote found that the majority of smartphone users expect delivery of a Web page in four seconds or less, and tablet users cited three seconds or less.
Nov 17
Comparison Shopping sites Shopping.com and Shopzilla rate changes have historically occurred during this week.
Nov 24
Upload your Paid Search Black Friday ads and set them as paused or set the scheduled date time for live.
Nov 26
Adjust your paid search look-back window on your bid rules to be 1-2 days, in order to quickly respond to seasonality. Move your triggers down as well. Review analytics daily or even watch in real time if you notice areas of interest.
Nov 27 ( Thanksgiving)
Monitor any live campaigns for today. But I suggest your wait until tomorrow and have your team ready to response to demand.
Nov 28 ( Black Friday) #2 see Dec Calendar for explanation
Watch your Paid Search ad position and competitor ads; adjust as needed. Monitor competitor social media as best you can.
Campaign that target non-shoppers or other holiday activities(football maybe) are a good time to build some brand loyalty or get some new views. FYI you might be able to use the weather or breaking news to help target your site/products if you are able to respond quickly to current events. Take an active role right now.
Using this Calendar can help you through the holiday season with the confidence that your campaigns continue to produce. Dont forget to subscribe to our Dec calendar.
Feel free to post your December tasks in the comments below. Feel free to add an industry hashtag.
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