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Christmas in July – E-Commerce Strategy Webinar: Preparing Your Ecommerce Site Now for the Holidays

Presented on July 15, 2013

In this webinar, Search Mojo’s Tad Miller and Adam Berke of AdRoll discuss some new and existing, but often-overlooked, tactics ecommerce sites need to consider adding to their holiday advertising plans, to increase their revenue and decrease cost during the most wonderful time of the year.

Presenters: Tad Miller, Vice President of Accounts, Search Mojo and Adam Berke, President, AdRoll

Presented on July 25, 2013

Kari:

Welcome to today’s webinar, Christmas in July, Preparing Your Ecommerce Site Now for the Holidays. I’m Kari Rippetoe, Content Marketing Manager at Search Mojo and I’ll be servicing as your moderator for today’s webinar. Before we get started, I just have a few reminders. Firstly, a recording of this webinar will be made available to everyone who registered for it, and will be sent via email by Monday at the latest. Finally, we encourage you to tweet about today’s presentation using the hash tag, mojowebinar. Plus you can follow us on Twitter at Search Mojo. And now, I’d like to introduce you to today’s presenters. Tadd Miller is Vice President of Accounts at Search Mojo, where he works directly with clients to manage and execute their search engine optimization, pay-per-click advertising, and online marketing strategies. Tadd has a broad spectrum of search marketing experience in working with Fortune 500 insurance companies, pharmaceutical companies, OEM automotive manufacturers, and small startup online businesses, to significantly improve their natural search engine rankings. Tadd has also managed over $35 Million of search marketing budgets for clients with a proven record in conversion optimization through strategic bid management, budget reallocation, and landing page design and testing.

Adam Burke is President of Advertising Retargeting Platform AdRoll. He has a passion for interactive marketing and is an industry evangelist for display advertising best practices. In his role as President, Adam manages AdRoll’s business development and marketing team and also enjoys working directly with many of AdRoll’s advertisers. Before joining AdRoll, Adam helped launch the CPO Network with [Atomus], a publicly traded ad network acquired by the Apollo Group. In his four years there, he took a leadership role in almost every department, business development, advertiser operations and product management. In addition to extensive experience in the online advertisement industry, Adam has a background in statistics, and was a part of the Six Sigma Belt Program at Phillips Electronics.

Search Mojo was founded in 2005, and specializes in all things search marketing, including SEO, pay-per-click, social media advertising, online reputation management, and content marketing. Search Mojo is headquartered in Charlottesville, Virginia, and we also have an office in Charleston, South Carolina. We’ve been featured in several marketing publications and blogs, and we also speak at several conferences including SMX, Marketing BtoB Form, and Pub Con. Our clients include a variety of B2B and consumer brands, nonprofit organizations, and the educational institutions.

AdRoll is the most widely adopted retargeting platform with over several 7,000 active advertisers in the U.S. and around the world. With a 97% customer retention rate, the company’s mission is to make powerful performance advertising techniques simple for all businesses of all sizes. AdRoll’s software to service platform provides unmatched transparency, cross platform reach across the largest display inventory sources including Google AdEx and Face Book Exchange, and innovative tools that personalize ad campaigns based on a visitors shopping behavior. AdRoll’s innovative and easy-to-use platform enables brands to collect, analyze and act on valuable site data, insuring maximum return on their online advertising investment. Now, before I hand it over to Adam, I’d first like to mention that yes, we are talking about preparing for the holidays in the middle of July. It’s a lot to prepare for, but all of these tactics should have a place in your strategy year round, and preparing now for the holidays can also have an impact on improving your results at all times of the year. And with that, I’ll turn it over to Adam Burke.

Adam:

Thanks Kari, as Kari mentioned, I’m going to talk a little bit about how to prep your site and your marketing strategy for the holiday season by getting your retargeting deck in order. So specifically, we’re going to talk about retargeting in general and the value of intent data, and how to use intent data broadly across all channels, and then I’m going to dive in specifically on some stuff around Face book and FBX, since that’s been the topic of a lot of interest lately, and a great way to extend your retargeting campaigns out of standard display. So I’m going to dive into kind of the first ad unit that was rolled out via FBX, which is right-hand rail, and how to use that, and then dive into the face book newsfeed. FBX Newsfeed which had been a really exciting evolution, it’s a product that’s still in data, customers are having a lot of success with it, and I’ll talk about how to use the various channels in unison, and how they compare to one another.

So starting from the beginning, as Kerry mentioned, AdRoll is a retargeting platform. We really look at the problem that we are trying to solve a lot more broadly than retargeting. The way that we look at the world is that every online business has this super valuable data set that is generated by the various behaviors that people exhibit on the site. All of those behaviors are an exhibit of intent, and we call that first party of intent data. And those type of behaviors are things like the products that somebody viewed, how long they spent on the site, how many times they’ve been to the site, other actions that they might take to express their intent and what they might be interested in your business for, and that data is the most powerful data to use up to target ads around the web, and that what AdRoll helps you to do.

So first, let’s understand why that data is so valuable, and actually when you think of it, is so valuable because it exhibits user intent. And to draw an analogy that everybody will understand, we’ll take a look at Google, and Google’s very lucky, because they have this magic box that everybody in the world goes to. They type in exactly what they want to buy, exactly where they want to travel, exactly what type of content they’re interested in, and that type of data is called intent data, and it’s the most powerful data in which to match ads from a performance perspective. Essentially what you’re doing when you’re buying search keywords from Google, is that you’re going to Google and you’re buying their intent data, and they happen to have a really fantastic machine for collecting intent data that works for things like patio furniture like I just demonstrated or other types of terms that indicate intent in other topics like trade-in automobiles is probably someone who’s interested in a car and therefore are great keywords for automotive OEM or dealership to target. The real thing about retargeting is that it’s basically the same data and instead of having to rely on Google’s intent machine, you can use your own intent signals, so that’s basically what’s going on. So instead of somebody having to type what they want to buy into a box, they express that same intent by looking at that product page, or navigating in a certain way and then that allows you to target that user based on those intent signals with a super relevant ad dynamic and customize to that person to bring them back and to convert, and that is a proven method for increasing your overall conversion rate of your site.

So one of the best aspects of a dedicated retargeting platform is that it allows you to apply that data across all of the various inventory sources, so instead of having all of your budget tied into one inventory source, you can cherry pick the best performing ad units from Google, from AOL, from Yahoo, from Microsoft, and all of the sites that those pools of inventory represent, and one of the most exciting evolutions in the world of retargeting is that of Face book Exchange, and it’s really important to understand the benefit of Face book Exchange, particularly going into the holiday season because there are a couple of things that needs to be done in terms of creative and so forth to make sure it is setup to capitalize.

So let’s talk a little bit about Face book Exchange. So first of all let’s talk about how it’s different than the standard Face book ads that you’re use to. So when you want to buy ads targeted to specific people based on what Face book knows about a person, their likes, their interests, social graph, that’s where you use Face book power editor, or what sometimes is known as Face book marketing ads, and you do that directly through face book or a PMD, and so that can be things like targeting me because I like baseball, I like jellybeans, and I’d like Yani, and only two of those things are true. But anyway, Face book Exchange is on the other side of that coin. Facebook exchange allows you to target specific users based on what you know about a particular user, in the intense signals that a user has exhibited because of their visit to your site, and Facebook exchange allows you to bring that data to Facebook’s massive reach, which is the number one publisher on the web quite extensive, and you access Facebook exchange. You can’t access Facebook exchange through Facebook directly, you need to access it through a FBX qualified company, and you can find that through the Facebook-pmdcenter.com website, and you can look at Facebook qualified companies. There’s a few on there. So that’s how those two different systems interact with one another.

Let’s look at some of the data we found from FBX. We will part of a secret alpha testing Face book Exchange almost exactly a year ago. So we had a good amount of time to roll it out. This was actually data from last six months of last year, so it was kind of the initial use of FBX. If anything, some of these performance numbers have gotten even better people have learned the tricks and tips, but this is 460 advertisers from the end of last year. As people are probably pretty familiar, when compared to standard web display prices such as the display ad view you buy through Google, Google Ad words, Google content network, or Google display content, Facebook is very efficient. The CPM’s are very low, 82% lower than the rest of the web. Skipping down to the third line, this is kind of a negative in a way that standard display ads win, they are just so many impressions available on Face book, the CTR ends up being quite a bit lower than the standard web, but because the CPN is so much cheaper, it nets out to a much better CPC, about 70% lower and that equates to a better ROI. And then jumping down at the bottom item, the web is still great because you’re basically capturing every other website, except for Facebook, so the reach is fantastic, and the ability to reach your entire audience at an efficient rate still beats Facebook alone, which has humongous traffic, and a lot of people use it, but not everybody uses it every day, and even if they do, there is competition for the ad units so you might not be able to find every user, only on Facebook.

And that’s kind of what this next info graphic is about and it was somewhat surprising actually. It’s changed somewhat, but when we looked at advertisers who are running their campaign on standard web, and so you know Google, Yahoo, Microsoft, etc., and then when the added Face book Exchange to their campaign, we found that only 8.3%, of the people targeted by both of those campaigns saw an ad in both places, so a very small overlap. Basically each channel was very incremental to one another. As I mentioned this data is from the end of 2012 and we’ve seen this number actually increase somewhat. What we realize is that at the end of last year, people were still experimenting with Face book Exchange and using test legends, and now as people have rolled out and are investing more, this number has crept up. But basically, what we found is that for an advertiser who basically has both channels maxed out, the overlap tops out at 20%, which is quite a bit more, but still highly incremental, still 80% incremental, the two channels to one another.

So, ways that you can improve performance in the standard right- hand side ad unit, dynamic ads are a great way to do that, particularly if you are online retail or somebody who has a lot of different skews. For the first time ever, you can be dynamic creative on by personalizing the ad to what that particular looked at. And this does two things, one, it makes the ad more relevant because you’re showing products that the user is most likely interested in based on their browsing patterns, but also because of all of the impressions available on Face book, creative fatigue can be a problem.

So by using dynamic ads and keeping the content fresh in a programmatic way using this really nice product imagery that you already have, is a great way to fight creative fatigue and not have to go in there and continually refresh your creative manually. And here’s a quick little case study on the use of dynamic creative. We call them liquid ads, but Indo Chino, they’re a custom men’s clothing designer, when they implemented dynamic creative after using static creative, they found their CTR doubled and obviously that cuts your CPC in half, so a lot of ROI benefit for using dynamic creative across the web in general but particularly on FTS.

So, as many technology companies do, especially the innovative ones, they often disrupt themselves. So Face book, after initially launching FBX on the right hand side then made their most premium, most prominent ad unit available, smack down in the newsfeed, so now you can target specific users that you’re interest in because of what they did on your site right in their kind of home page from their entire browser experience on the web right there in the newsfeed, a highly premium placement. This also has the benefit of having social elements, so if you are able to develop really nice content, presents offers, announce new products, and things of that nature, people can like, comment, share, and so forth, and you’ll only pay for a cost, per insertion. So you’ll only pay to be inserted in the newsfeed once, and if people like, comment, share, and so forth, all of those additional impressions are free, so a lot of benefit can be found for having good creative.

So what have we found from a performance perspective since rolling out the newsfeed? Well, the numbers really just blew the doors off in the initial test, and once again this product is still in beta, but we now have about a 1000 advertisers using it. This is data from kind of the first, I believe the number is 547 advertisers that were running newsfeeds. We found the CTR in the newsfeed to be about 20 times higher, 21 times higher than your standard web display ID unit, and 49 times higher than the right hand side. So we’re now talking about click through rates that are in the single digit percentage verses 0.3%, 0.4%. So crazy, huge CTRs. The CPM’s are more expensive also. So a couple of dollars CPMs, you don’t get that full order of magnitude improvement in CPC but it still nets out to a much better CPC, 79% lower than standard web, and about half the price of the initial FBX unit on the right hand side. And then obviously that equates to basically your best ROI ad unit, CPAs that are 77% lower than the rest of the web, and once again about half of that on the right hand side. So still very high quality traffic that converts at a rate of we can expect off of the retargeting campaign.

When we saw this data come out, the question that we had to answer was should we then move all of our retargeting budget into the newsfeed that seems to be performing better than the other locations, so what we thought was going to happen when we rolled out newsfeed was that if you are adding another unit on Face book, it would still cannibalize some of the clicks from the right hand side, but our hope was that the newsfeed unit would more than make up for what you lost on the right hand side. It turns out that we were actually wrong. So this graph shows of the first several hundred advertisers that were already using right-hand side that then added the newsfeed on the other side is zero, what happened to their clicks? But when we look at the value of clicks starting seven days before we added newsfeed, and then we actually noticed that not only did newsfeed not take away or cannibalize on the right-hand side, there was actually a complimentary effects, and the clicks on the right-hand increased, and you got the bonus clicks in the newsfeed overall at a lower cost per click. So basically, once again, adding newsfeed to the right-hand side is totally incremental and based on the performance kind of a no brainer if you were already seeing good results on the right-hand side.

So that kind of caused us to change the way we recommend advertisers roll out their retargeting campaigns to more of this approach. The first thing being, if you have $1.00 and your first dollar in retargeting based on all of the ROI data really should be in the Face book newsfeed. It’s the highest quality. It has the best ROI characteristics, the only problem being low volume. Face book inherently limits Face book newsfeed retarding impressions to one impression per user per day. So it can’t be your only strategy. It’s probably the first dollar you should spend, but you’d be leaving a lot of conversions on the table if it was the only channel you use. So the second place you should go based on the ROI characteristics is the right-hand side, so great way to add additional scale the performs really well. But still you’re only using newsfeed and right hand side. You’re still leaving conversions on the table, because as I mentioned and as it is pretty evident, not everybody goes to Face book every day, and even if they do, you’re not guaranteed of winning an impression of that user. So that’s where standard retargeting comes in and those nice big display units that are around the web that give you a nice canvas to work with, show big images, use dynamic creative, and all of that good stuff, you know the kind of bread and butter that had been working so well even before FDX came along need to be participating there too, to make sure you reach your maximum audience and gain incremental conversion might not result if you are only Face book alone. So that’s kind of the way we recommend people to roll out a retargeting campaign so obviously getting your ducks in a row now to be ready to take advantage of the newsfeed on the right-hand side come holiday season is a no brainer.

So some other preparation tips: Re-engagement. So a lot of people think of retargeting as somebody leaves your site so let’s show them an ad to bring them back, but we think of retargeting as more of a long-term strategy and we talk a lot about how cookie is the new email. In the same way that you would email folks around the holiday that had not been to the site throughout the course of the year, you want to do the same thing with retargeting. It’s a good time to start thinking about how you want to how you are going to re-engage people. What are the groups of people that you are going to want to re-engage? Maybe people who bought in the previous ‘X’ months, and haven’t been back to the site in the last 30 days? Re-engage them with your holiday offers and so forth, to bring them back to your site to convert.

To do that, depending on your set up, and how long you’ve been set up, you might want to create longer cookie durations. So, you’re kind of evergreen retargeting campaign might be more of a short duration, thing, someone shows intent and you want to stay in front of them during their consideration cycle, but you want to create longer cooking durations as well, so that you can pluck out people who maybe haven’t been in the site for a while, but knowing that you have a sale coming up or that if it’s the holidays, you are going to want to re-engage those folks. And some of the new features we’re rolling out actually make it that you don’t ever have to set cookie durations, you can always look retroactively and pluck out different groups from different time cohorts, no matter what your cookie durations are set at.

Obviously, start thinking about holiday creative. We all know that if you wait until October or November, your creative teams have tons of priority. There’s other collateral that is needed for your website, and if you start asking for holiday creative at the last minute, it’s a little tough to push it through or you end up using all of your favorite cards that you built up throughout the year so it’s good to be thinking about that now. And then one thing I didn’t go too much, but it’s a great strategy for the holiday season and could be a whole set of slides unto itself is something called CRM Retargeting. And that’s the ability to take your email house file and upload it, and basically onboard that data, so a dedicated retargeting platform like AdRoll can take your house file, your e-mail addresses and so forth, and match those to online cookies and be able to retarget people with display ads and on face book that haven’t even been to your site in any amount of time that you might specify. So that can be a really good tactic knowing you’re going to want to re-engage a certain group of people around the holidays because you know they’re in the buying mood. So that’s my summary. Thanks a bunch. I’m going to hand it over to Tadd.

Tad:

Thanks Adam, that was great. If you’re profitable at the commerce with pay-per-click, it almost goes without saying these days that you are utilizing listing ads as a major part of your strategy. Trends seem to be developing. Pure ecommerce vendors seem to be favoring product listing ads more. Brick and mortar retailers seem to be doing both text ads that can drive in-store visits for in and off online purchase, or the online order, and they are increasingly also doing on product listing ads. If you are willing to go all out, you can do both at the same exact time, and potentially own even more of the page over the holidays. Well the warning, added exposure doesn’t necessarily mean more added profit in this case. Adoption of product listing ads really spiked in recent months. A brand new study by Ad Guru estimates that more than 4 Billion product listing ads played in U.S. ad words from March to May of 2013; that’s 5.9% of the total Ad words PPC clicks.

Eight of the top 20 U.S ecommerce advertisers actually got more impressions from product listing ads than from text ads. And most of those eight sites, as I mentioned earlier, are pure ecommerce. They don’t have brick and mortar locations. Large retailers like Target and Walmart, and Best Buy have really embraced product listing ads and they are getting huge impressions on a regular basis with them. Some [seller] categories have adopted listing ads more than others. Mass retailers like Walmart and Target, auction sites like Ebay, and consumer electronic sellers like Best Buy have really embraced the format. Surprisingly health and pharmacy sellers also have a very high adoption rate. Apparel, jewelry, and smaller ticket consuming products have not really achieved significant share of impressions with product listing ads at this point. Now it’s likely because searchers in those categories usually trigger ads with more categorical queries like diamond earrings rather than the really product specific queries like LG TV Model Number 55LS4500. Advertising on categories almost always have a lower return on investment than product specific queries no matter what the PPC advertising tactic, text or product listing ads. So why are PLAs so popular for ecommerce? A recent 2013 report stated that cost per click on product listing ads are actually 10% lower than text ads and have a 22% better return on investment than non-brand keyword text ads. We actually have some ecommerce clients whose product listing ads have a 200% or more return on investment than text ads.

So they’re better click through rate typically, lower cost per click, usually much better return on investment. Product listing ads are just really a no brainer for ecommerce profitability at this point. Just because you’re using product listing ads, doesn’t necessarily mean that you’re using them optimally. Things you really need to start working on now in July and August to be ready for December include working on numerous feed errors in your merchant account. If you have feed errors, Google will not show your ads for those products. And the reality is everybody usually got these, and they’re usually very problematic to figure out. It’s good to start now. Work on a process that allows you to update your merchant feed at shorter intervals. This will allow you to add new products faster and more importantly will allow you to pause your product listing ads on products that are out of stock, which typically can happen during the holidays. There’s nothing worse than in an ecommerce situation than spending money on items that are completely out of stock. You can use Google Adwords API to do this also if you have a little bit of programming knowledge.

Let’s talk a little bit about remarketing. Adam’s already talked extensively about some great tactics that you can use, but one thing we really want to discuss is most ecommerce remarketing is really done in the short term because the sales cycle after the initial search is usually pretty short. You can do a lot more, longer term initiatives with your remarketing to prepare for the holidays. So don’t think of it as just a two or three-week window or even less than that, get your remarketing pixels ready as soon as you can and start collecting longer term list of audiences, along with the shorter-term ones.

A great example of this is developing remarketing list on big ticket items. The sale cycle on big ticket items is usually slower. And the traffic on the bigger ticket priced items can usually tend to be lower. It’s best to start collecting remarketing audiences on these kinds of products now. Then you can unleash your banner ads preferably with discounts just in time for the holiday gift season. You can also plan for your holiday sales in advance. If you know in advance what your holiday circular products are going to be, and you have a few months to build remarketing lists on the people that review these products, and don’t purchase them, you can collect those over a longer duration of time, and try to win them back for the holidays. Remember, you can use these long term remarketing lists for short and intense durations during the black Friday, cyber Monday periods.

If you have incentive pages detailing special offers or if you are providing coupons on those pages, it’s in your interest to develop that audience as a remarketing list for all of your sales events, not just the holiday ones. This audience is composed of your brand loyalists and they are your buyers. Start making it a practice to hitting these people with sales ads online every time you got a sales event. And the more you can mix it up with new offers, the better. Keep the ad copy fresh.

Another thing you need to prepare for is really a relatively brand new product that’s just been released out of Google beta, RLSA, stands for Remarketing List Search Ads. This lets you customize your search ads for people that have previously visited your site. It allows you to bid differently by percentage increases for people that recently visited or purchased. And you can show a different add to people who put a product in a shopping cart. You can bid on words that you normally wouldn’t bid on, because you know these people have shown the intent of being interested in your product as Adam has previously discussed here.

Next, let’s talk about holiday bidding strategy. Frequently there’s a lot of pressure to get maximum ad visibility during those key holiday shopping periods. Regardless if those tactics are profitable or not, it happens. The proper way to increase bids isn’t to change all of your bid settings you have worked months and months to set the levels where you achieve profitability. You have to be able to return to those previous levels after the holidays, and there is a smart way of doing this. You really don’t want to throw the baby out with the bath water in this instance.

Google Adwords allows you to raise your bids with ad scheduling. Rather than add $5 or $10.00 to your bid price, you can just increase by bid adjustment over a hundred% of your normal bid. This keeps all of your bid management work in place, and it keeps your bids relative to what you’ve done in the past. It doesn’t make sense just to add a flat amount of money to a keyword just to get more visibility. Keep everything relative and keep it in check with this ad scheduling strategy. Keeping with the same strategy for holiday spending, you don’t want to miss out on sale opportunities because your budget was inadequate at the most important time of the year. You really need to study your account history to see what your maximum spend in a day has been and prepare that you are going to do that again on important days like Black Friday and Cyber Monday. Study that account history and study your impression share budget metrics. These will show you how many impressions you’re typically missing per day based on your inadequate budget. Set your daily budgets above your normal max budget on those big days. This is really the only way to insure that you are not going to come unprepared for those important days.

Okay, let’s shift gears from all of the talk about spending, and let’s talk about alternative channels that you can use through Google Adwords. Google search partners include Amazon, Ebay, and Walmart. Ads on these search partner pages are typically very low on the page, but search network clicks on ecommerce products tend to be very profitable on these pages, especially on big ticket items. We have had clients that have advertised and their skew numbers or ISBN book numbers and have generated as much as 70% of their sales from Google search partners, primarily on Amazon. So it’s an opportunity that you should be looking at. Don’t think of them as an adversary in this situation, think of them as a partner in a potential to make you more profit.

Let’s shift gears again and talk about the strategy that’s not just applicable to pay-per-click advertising, but let’s also keep it in the context of pay-per-click. Starting on July 22, 2013, all Google Adwords campaigns were transitioned over to being enhanced campaigns. This means there’s no longer the ability to segregate your desktop search campaigns from your mobile campaigns. They’re all mixed together at this point. So, you need landing pages that really respond to the size of the screen that the person is searching on. You can see some examples of what we’ve used. This is called responsive web design, and it just adjusts the layout of the page based on the size of the screen of the viewer. You really need to put your best foot forward with landing pages and adjust to the device type as much as possible. There are a lot of sites that look great on a desktop but really are hard to use on a mobile phone or tablet, and this is one of those long-term endeavors you really need to think of for the future growth of mobile from all online channels.

Okay, now I want to change gears again, and I want to talk about more traditional markets, the brick and mortar stores. If you’ve got multiple locations, you need to take advantage of local surge and help your shopper find the store. Google is favoring local results more and more and you can see an example here from Sports Authority in how they integrated a local store listing within their site links. This can be easily achieved with usually a few changes to your website that is pretty east to do. The problem is Google can’t type into your store finder interface. It has no hands. They work great for people but search engines can’t fill out forms and get to your store pages. You need to build out a redundant directory structure just for search engines to get those pages found. You need to develop a hierarchy for a way that Google can index down to each individual store page. Start with the states, go to the cities, go to the stores within the city, and go to the individual store page. This is the only way that Google will be able to index down to those stores.

Along those same lines, if you’ve got multiple stores, you need to give your website the ability to check local store availability for your product inventory. This can take time to develop. Here is an example of a barbeque grill that I really wanted to buy and I couldn’t find anywhere for 40 miles in either direction. Home Depot gave me the ability to see where my closest store was that had this particular grill. I picked it up within an hour. Brick and Mortar retailers also learn how to play the show rooming game. Stores are increasingly becoming the showroom for shoppers to check out products in person and then look on their phones for the best price. There are a few methods that you can try to do this with that are pretty offline. You can measure the dwell time in a store. Have your staff start looking for people that are searching on their phone for certain sections of the store, and figure out what product areas are being searched on the most. You can also provide your customers free in-store Wi-Fi and review the usage logs to see what people are actually searching for. Once you know this kind of data, you can get more aggressive on your price cuts on those particular items. You can also change your sales team’s approach to those customers. Start emphasizing service. Start emphasizing no shipping and no waiting to get the product. This is really important for that holiday weekend because scan life says that barcode search actually triples on the Black Friday weekend.

Kari:

Great. Thank you Tadd, and if you like to learn more about some search engine optimization techniques, specifically for ecommerce, you can view our online marketing institute crash course, Search Engine Optimization for Ecommerce, which is presented by Search Mojo’s Janet Driscoll Miller. You can get access to that crash course now at betly/omi-seo-ecommerce or if you’d like to talk to us about helping you with some of your ecommerce advertising tactics, then you can get in contact with us and you can talk to Shawn McCusty, there is his contact information there. Also, we encourage you to check out our next webinar which will be August 8 at 2 p.m. Eastern, “Building Your Website with SEO in mind,” and that will also be presented by our own President and CEO Janet Driscoll Miller as well as Search Mojo’s Account Director, Amanda Sides, and you can register for the webinar today at search-mojo.com/design. And if you would like to get in touch with either of our presenters today, you can connect with them through social media. So there is all the information for both Tadd Miller and Adam Burke as well as Search Mojo and Admiral. We thank you very much for attending today’s webinar, and we hope to see you again soon.