Here comes the online Holiday shoppers! You know the ones; they’re looking for a great deal, a last minute special, a “black Friday” bargain. Trust us, they’ll be searching and when they do, you want to show up. We’ll be sharing some awesome traffic building tips, like: • Utilizing SEO, shopping feeds and more • Using social media to attract customer to your website • Crafting the perfect email marketing campaign Listen to the free, on-demand webinar at: http://www3.deluxe.com/part-2-holiday-traffic-to-website

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How to Drive Traffic
to Your Website
During the Holidays

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About the presenters
• Paul Stainton @PaulatDeluxe
• Over 16 years of online marketing management experience, ranging from Paid Search to Affiliate Management to eCommerce
Development & Online Branding.
• Born and raised in Toronto, Ontario, Paul has brought his digital knowledge to such online entities as CBC.ca, NEBS.ca, Deluxe.com,
VerticalResponse.com and PsPrint.com
• Heather Rist @heatherrist
• Director of Social Media and Content
• More than 10 years of experience in marketing communications with a focus in social media, content marketing, public relations, and
internal communications
• Kimber S. Powers
• Marketing training specialist at Verticalresponse, a Deluxe Company
• Responsible for managing the company's new hire training program alongside facilitating content production for customer-facing
demos and webinars.
• Holds a Master's degree in Marketing Communications from Westminster Business School in London and a Master's degree in Global
Publishing Studies from City University London. She is an international member of the UK's Chartered Institute of Marketing.

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Agenda
• Knowing the
Holiday Shopper
• Paid Search
• Local Search
• SEO
• Remarketing
• Social Media
• Email Marketing

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TWO MAIN TYPES OF HOLIDAY SHOPPERS
What are they Buying?
• Gifts and Greeting Cards
• Holiday Entertaining (Hosting or Outside Events)

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What Else During the Holidays??
I don’t sell this stuff, do the Holidays matter to me?
• No matter what you do, it’s important to let your customers know when you are / are not open
• Emergency repairs
• Last minute appointments
• End of year opportunities
• You can offer a “Holiday Themed” promo
• Pamper Yourself messages
• Our Gift to You…
• A helping hand
• Taxi, DD or Limo services to “get you home safe during the holidays”
• Good Will and/or Charity Drives
• Even if it’s not holiday themed, people need stuff to wear at the various events

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Two Main Types of Holiday Shoppers
Online Buyers vs Online Researchers
$434 Billion Dollars of Holiday Shopping will be Influenced by Online
Digital interactions over desktop and laptop computers, tablets and smartphones
are expected to influence 64% of retail stores this holiday season – Deloite 2015
Holiday Survey
80% of Instore Shoppers are Online Researchers
Though more than 90% of retail sales occur in-store, nearly 80% of shoppers
say they engage with brands and retailers through digital channels before they
set foot inside a store

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Online Influence is Growing
60% More will Shop Digitally
• 67% of shoppers intend to browse more often for purchases digitally than they
did last year
• 60% expect to make more online purchases than they did a year
Source: Signal Digital Commerce Research

8. Paid Search During
the Holidays

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6 – 10% of 3.5 Billion is a LOT of Searches
Researches estimate that between 6 to 10% of Searchers click on Paid Ads
Some business owners use this statistic to decide NOT to invest in paid search.
However, keep in mind that Google now processes 3.5 billion searches per day
Plus… Paid Ads give advertisers greater flexibility and control than organic
listings.
Paid Search

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Paid Search
Provide direct links to the products or services people are looking for during the
holidays.

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Paid Search
• Unless you have a large budget, be as specific as possible. Holiday Gifts generates a LOT of traffic, but
will provide a lower return
• Consider bidding on MPN (Manufacturer Part Numbers) if you carry a popular item
• Holiday shoppers are busy, so link them to the page they are looking for (don’t link to general category
pages on very specific keyword/ad matches)
• Even if not holiday related, make sure people can easily find out when/where you are available (e.g
emergency plumbing, open on Christmas)
• Use targeting options to reach the right customers, at the right place, at the right time

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Paid Search
For local businesses, use Location Based targeting to market only to people within an acceptable driving
range from your location
Uniqueness + Value – Time & Cost to Drive
=
Acceptable Driving Range

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Location Targeting in Paid Search
Select the location(s) you want your ads to be
seen (either by city, state, zip code, etc.) or
excluded.

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Paid Search
• You can include ONLY those areas you want to be in, or include a wider range
but use bid adjustments to pay less in other regions
• For those with a national presence (either bricks or clicks) you can still use
Location Bid adjustments +/- to target your better performing locations.
• Eg. Texas is a great state for you, New York isn’t – you can upgrade your bids for Texas and
downgrade them for New York without creating separate campaigns

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Paid Search - Dayparting
• Another key area of targeting is determining WHEN your ads will show.
• Match your business hours (if Retail/Offline only)
• Push heavier during busier online / slower offline times
• Show different campaigns during Off Hours (e.g. “Emergency” keywords after business
hours)
• Set hour-by-hour bids for each day of the week.
• Reduce or Increase by a % or Turn off Completely

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Paid Search - Dayparting

17. Product Listing Ads,
aka Shopping
Campaigns

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Product Listing / Shopping Campaigns
• Highly relevant and visible
• Primarily intended for Online retailers
• Data feed of your product details uploaded
to Google Webmaster Tools
• Bid for each product or product type
separately
• Links directly to that product for purchase
• Heaviest “lifting” is creating the data feed

19. Local Inventory & Ad
Extensions

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Local Inventory Ads

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Local Ad Extensions
• Location extensions show your
business address, phone number,
and a map marker with your ad text.
• On mobile, they include a link with
directions to your business.
• Clicks on ads with location extensions
cost a standard cost-per-click.

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Google My Business
• Make sure Google knows WHERE you are…
https://www.google.com/business/befound.html

23. Search Engine
Optimization

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SEO
• Be specific and relevant in product
name and page copy
• Unique information (don’t just copy and
paste the manufacturer’s description)
• Do it now (it can take weeks for Google
to crawl and update, so don’t wait any
longer or it will be far too late for the
holiday season)
• Learn for Next Year (it may already be
too late for this year)

25. Remarketing

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Remarketing
Ads that “follow” your customer
around to remind them about you
and/or your products
Remind busy shoppers about you,
which can range from a general
ad about your business down to a
specific ad showcasing the
product that they last viewed on
your site.

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Remarketing Top 3: Ranked by Ease of Implementation
#1 Standard: Show company ads to your past visitors as they browse Display Network
websites and use Display Network apps.
#2 Semi-Dynamic: Create custom groups by product category where volume and sales
opportunity warrants
#3 Dynamic: Show fully dynamic ads to past visitors with products and services they
viewed on your website as they browse Display Network websites and use Display
Network apps.
Need to determine level of effort vs possible return to determine how granular you get.
Google minimum is 100 in each “pool” before they will allow you to serve ads, so if you
have less than 100 visitors to a specific section of your site per month, you aren’t likely to
benefit from this.

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Remarketing Top 3: Ranked by Ease of Implementation
Remarketing (Other Options for the REALLY adventurous)
Remarketing for mobile apps: Show ads to people who have used your mobile app or
mobile website as they use other mobile apps or browse other mobile websites.
Remarketing lists for search ads: Show ads to your past visitors as they do follow-up
searches for what they need on Google, after leaving your website. – Worth setting this
up now and set a really long (e.g. 6 month cookie length) for building return customers
Video remarketing: Show ads to people who have interacted with your videos or
YouTube channel as they use YouTube and browse Display Network videos, websites,
and apps.

29. Takeaways

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Things to Remember…
Holiday Shoppers are Busy & Easily Distracted
• Be as specific as possible
• Target only potential customers you can serve
• Show them what they need to see
• Take them where they want to go
• Remind them about you whenever possible

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Some Google Resources
• Google Adwords - https://adwords.google.com
• Google Webmaster Tools - https://www.google.com/webmasters/tools/home?hl=en
• Google My Business - https://www.google.com/business/befound.html
• Google Shopping Campaigns (PLAs) - https://www.google.com/retail/shopping-campaigns/
• Local Inventory Ads - https://www.google.com/retail/local-inventory-ads
• Local Ad Extensions - https://support.google.com/adwords/answer/2404182?hl=en

32. Social Media
Marketing
Holiday Marketing: Part II
Directing Holiday Traffic to Your
Website

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• Get found (awareness)!
• Reach new and existing customers
• Raise awareness for your deals, products & services
• Increase traffic to website
• Drive online/in-store sales
Goals for Social Media Marketing During the Holidays

34. Organic
Social Media Marketing

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Resource
Business
Real-Time
40%
40%
20%
Social Media Content: Rule

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• Tips
• Trends
• Professional advice
• Industry news
• Community
Social Media Content: Resource Examples

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• Products
• Projects
• Sales
• Event Promotion
Social Media Content: Business Specific Examples

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• Events
• Updates
• Community
• Engagements
Social Media Content: Real-Time Examples

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• Deals and special offers
• Products
• Services
• Convenience (store hours, etc.)
What to highlight on social media during the holidays?

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Example Copy:
As our gift to you this holiday season,
we’re offering $10 off a $100
purchase. Make your wish list today!
Whether your shopping for your kids,
parents or loved one, we have
holiday specials for the whole family.
Recommended Messaging: Deals & Special Offers

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Example Copy:
Does holiday planning have you
stressed? Treat yourself to a
massage.
You deserve a new outfit for that
special holiday party. Go ahead, take
a look.
Recommended Messaging: Services/Products

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Example Copy:
Your hosting Thanksgiving and the
stove just broke. Don’t worry, we
have you covered. We’re open from
6am – 10pm on November 24 - 27.
No time? No problem. Complete your
holiday checklist with our easy online
ordering.
Recommended Messaging: Convenience

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Tip: Create Call To Action Tab on Page

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Tip: Create “Events” for Important Announcements

45. Paid
Social Media Marketing

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• Choose Ad Objectives
• Goal (clicks to website)
• Call-To-Action (using Shop Now button)
• Select Target Audience
• Interests (new people/non-fans)
• Current Fans
• Current Customers: Use your custom email
lists to retarget customers
• Develop Ad: Tips
• Text: 90 characters
• Headline: 25 characters
• Photo: 1200x628
Use Facebook Ads to Drive Traffic This Holiday Season

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• Boost post / page post engagement
• Promote your page / page likes
• Send people to your website
• Increase conversions on your website
• Get installs of your app
• Increase engagement in your app
• Reach people near your business
• Get people to claim your offer
• Raise attendance at your event
• Get video views
Recommended Goals/Conversions for Your Holiday Ads

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• Shop Now (Clicks to website)
• Book Now (Clicks to website)
• Learn More (Reach people near you)
• Sign Up
• Download
• Watch More
• Contact Us
• Apply Now
• Donate Now
Recommended Call-to-Action Buttons for Your Holiday Ads

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How to Create Your Holiday Facebook Ad: Basic

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• Goal: Send People to Your Website • CTA: Shop Now
Holiday Facebook Ad: Basic

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How to Create Your Holiday Facebook Ad: Product Carousel

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• Goal: Website conversions • CTA: Shop Now
Holiday Facebook Ad: Product Carousel

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How to Create Your Holiday Facebook Ad: Custom List

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How to Create a Custom Audience List to Retarget

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How to Create a Custom Audience List to Retarget

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How to Create a Custom Audience List to Retarget

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How to Create a Custom Audience List to Retarget

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How to Boost Your Holiday Posts

59. Driving
Traffic To
Your
Website
With Holiday
Emails

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Start Spreading Holiday Cheer EARLY
“The average number of
days before Christmas
that retailers began
sending holiday emails
to customers in 2015”
(October 13th!)
American Marketing Association

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Prepping for the BIG FOUR
• Black Friday – Nov. 27
• Small Business Saturday – Nov.28
• Cyber Monday – Nov. 30
• Christmas Eve – Dec. 24
• Honorable Mention: Giving Tuesday - Dec. 1

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The Email Holi-Dos
• Create an action plan for each campaign
• Always promote your bestsellers of the year
• Incorporate holiday branding everywhere
• Make it personal
• Think of ways to add value

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The Email Holi-Don’ts
• Leave it to the last minute
• Offer limited options for
purchasing
• Write in colorful text
throughout your copy
• Be hard to reach or find

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Naughty or Nice? Segment Your Lists!
•Know who’s on your list(s)
•Use segmentation to suit your campaigns
•Schedule in follow-up emails
•Tailor your CTAs to each audience

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Holiday Email Must-Have Items
•Subject line – Why open?
•CTAs/Links – Get them to your site
•Social Media – Share and Follow buttons

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Holiday-Themed Subject Lines
•Remember the magic number – 10 words
•Symbols are welcomed
•Be original and brand-authentic
•Focus on the benefits

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Holiday Subject Line Inspiration

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Avoid The Grinch and THIS: FREE SHIPPING
• Use alternatives like ‘Cost-
Free Shipping’, ‘No Shipping
Fees’ , ‘Shipping’s on Us’
• Highlight shipping options
with ‘Expedited’ or ‘Rush’
• Save shipping details for
body of email

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Call-to-Actions & Links
•Ensure all CTAs are clear and holiday appropriate
•Test them out as a customer would
•Check all links twice before sending out
•Avoid italics or underlining for non-CTAs or links

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Holiday Social Media Tips
•Incorporate holiday branding
•Promote your in-store and online sales
•Customer service platform for shoppers
•Product ‘Show and Tell’
•Social-only promotions
•Make sure you can be found on social

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You Can’t Always Get What You Want…
•Inventory shortage
•Winter Weather
Problems
•Website Service Issues
•Accidental overcharges
•Wrong Product Sent
•Product Exchanges