Trip Advertising: Get the Knowledge That Will Assist You Keep One Step Forward of the Competitors
What you will read in this post:
- Understand the traffic trends during the holiday season
- Optimize for strong SEO and PPC keywords
- Analysis of keyword-driven traffic for seasonal marketing
- Which websites got the most keyword traffic?
- Black Friday Marketing: November 2019
- Christmas Marketing Strategy: December 2019
- Build strong display and referral partnerships
- Analyze historical conversion data
- The biggest ad and recommendation pages (and the brands that are getting traffic)
- Black Friday Marketing Strategy: November 2019
- Christmas Marketing: December 2019
Can you imagine the taste of delicious holiday meals and the laughter of your children when the whole family gets together? Sorry, we know you are a marketer. You don't have time for that. You're busy worrying about whether you have everything you need so your marketing strategy can get the most vacation traffic and generate maximum sales.
This post examines the seasonal marketing stats of the past few years and offers some insightful insights into SimilarWeb's digital marketing intelligence that can help you plan your seasonal marketing.
First, let's take a quick look at how the COVID-19 pandemic has changed consumer preferences and spending this year. Keep these in mind when setting goals for this year's vacation marketing strategy.
According to a recent report published by McKinsey & Company, consumer behavior has changed in five main areas:
- Increased online purchase
- Increased interest in household goods
- Greater focus on the essentials (health, hygiene, safety and sustainability)
- Buy more mindfully (consumers do more research, looking for cheaper alternatives and value)
- More willingness to break brand loyalty
Pay attention to the last point. Customer loyalty suffered in the time of crisis. This can be important for your retention marketing and also serve as an opportunity for your acquisition marketing and content SEO strategy. One thing is certain: the competition will be tougher than ever from November to December.
Content created in collaboration with SmilarWeb.
Holiday Marketing 2020
It is now more important than ever to know how to leverage your digital marketing channels and optimize campaigns in real time to reach relevant consumers and stay one step ahead of the competition. You need the most up-to-date data on overall traffic trends and effective digital marketing strategies to make sure you can pan and optimize campaigns as trends emerge.
To learn how to stand out from the myriad of online businesses vying for your customers' attention, it's time to dig into SimilarWeb Pro's data, which is focused on SEO, PPC, and Affiliate channels.
This article will help you understand the data behind seasonal marketing and translate it into a strong digital marketing strategy. Make sure you are well positioned to beat the competition.
Understand the traffic trends during the holiday season
Prime Day is usually not part of the official holiday season. In 2020, however, “normal” does not count. Due to the wrinkles of COVID-19, Prime Day was pushed back and correlated with the season opener this year.
We decided to research the impact over the past few years to understand how this might affect the shopping-intensive fourth quarter of the year and to help you draw conclusions for your Christmas marketing spurt.
Amazon's annual two-day event has grown in prominence over the past few years, affecting not just amazon.com (and dozens of subdomains) but the entire ecommerce space.
In 2019 we saw traffic growth of more than 8% year over year during Prime Day week. December shopping has also increased over the years. During Black Friday cyber Monday week, traffic did not increase in 2019, compared to 2018 when it saw a record 12% year-over-year growth.
This year we are faced with the question: How will COVID-19 affect consumer behavior during the holidays? Analysis of shopping behavior on Prime Day can indicate what to expect for the rest of the year.
According to Amazon, sales on Prime Day 2020 were almost 40% above the previous year's figure. And based on our data, half of the top 50 best-selling products are private label products. This is good news for e-commerce. Or is it? Forbes tells us that Amazon avoids comparing numbers with Black Friday and Cyber Monday. We are therefore wondering whether the sales on Prime Day met the targets.
If we look at the data from SimilarWeb's Digital Marketing Intelligence tool, we see that non-Amazon retailers saw their traffic increase by close to 30%.
For example, the goal was to create a competing Deals Day that resulted in a 54% increase in traffic from week to week. With its exceptionally attractive offers, BestBuy recorded the most significant growth among the top retailers. Next came Costo with a 59% increase in traffic.
It looks like last year's trend has continued with Prime Day. If this is true for the remaining two months of 2020, Black Friday will be less significant and December shoppers will be looking for the best deals. For marketers, this means that now is the time to buckle up. You may need a particularly aggressive vacation marketing strategy.
Optimize for strong SEO and PPC keywords
As heavy as the holiday traffic may be in 2020, you need to secure your share. It's a good time to review your SEO and PPC keyword strategies. After all, they are both important traffic drivers.
SEO means optimizing the content, structure and user experience of your website according to the Google Search Engine Result Pages (SERPs). This starts with effective organic keyword research and competitor analysis, followed by a review of your pages and optimization of your pages based on your research.
For search engine optimization, it is important that your pages focus on the respective topic. This means that your meta tags must be relevant and your pages must contain related and relevant information on the correct focus keyword.
Another important factor is that your content needs to be linked from other pages on your website as well as from other websites. As your content pages gain authority and rank over time, they will improve the SERP.
The process of optimizing your pages should have started months ago. Now is a good time to double-check your internal links, meta titles, and picture ALT tags and make sure everything is in the right place.
It's also important that you review changes in search volume and new trending keywords to make sure you're still picking the best keywords. User searches are constantly changing, so there may be a new keyword phrase growing in search volume that your competitors aren't targeting yet. The closer we get to the holidays, the stronger the competition over the main seasonal conditions.
Keyword analysis for PPC is one of those important tasks for the holiday season. To get the best results from PPC, you need to be on the ball with the latest trending keywords.
This is the time to finalize your budget, adjust your bids, and overall strategy so you can easily adjust and spin in the busy times to come when you see the campaign results and understand how your target audience is reacting. You may also want to customize what your competitors are doing to get clicks.
Analysis of keyword-driven traffic for seasonal marketing
During the holiday season, brands largely determine what buyers are looking for. This is because consumers don't want to miss out on their myriad of deals and specials.
For you, this is an opportunity to immerse yourself in the right keywords and measure yourself against your biggest competitors. It's a once-a-year chance to "steal" huge amounts of traffic under your nose and convert them into paying visitors. Once you've got new customers, it's hard for others to get them back.
How do we know? Our keyword research tool provided us with data from previous years. Unlike other keyword research tools, SimilarWeb Pro leverages actual searches and clicks from users to provide highly reliable data.
You can use the tool to get the most up-to-date keyword-related data and identify trends before anyone else. Can you see how you would lead the keyword competition for paid traffic? You can also use the tool to generate and prioritize keywords, optimize the proportion of traffic, create benchmarks for your industry and much more.
Next, let's see if brands are also intercepting most of the traffic. Spoiler: No! SimilarWeb data shows that publishers and Black Friday websites get most of the search traffic in the US.
This highlights the importance of partnering with partner and coupon sites like Slickdeals and CouponChef who know how to leverage search traffic and seasonal trends. The top winners were bestblackfriday.com and blackfriday.com, both with a traffic share of around 11%, followed by bestbuy.com and walmart.com with around 9%.
Which websites got the most keyword traffic during the holiday season?
Black Friday Marketing: November 2019
A review of popular keywords in November 2019 shows that three of the top ten paid search terms were related to games, representing 24% of total paid search traffic.
Battlefield 5, Assassin's Creed Odyssey, and Fire Emblem Warriors were popular video games, and it can be assumed that they were on tons of wish lists people tried to fulfill. It seems that Black Friday marketing looking at Christmas wish lists is a good choice.
It is also interesting that amazon.com used over 96% of all traffic from these terms in the analyzed period. When we look specifically at Black Friday keywords, things get more interesting.
One of the most important PPC-related inquiries at the time was the term “Black Friday” in combination with a brand term. The keywords "Black Friday Ads 2019", "Call of Duty Black Ops 4", "Nintendo Switch Black Friday" and "Black Friday Deals" claimed traffic shares between 9% and 12%.
Certain Black Friday campaigns have paid off. Most of the traffic winners were popular retail brands like Best Buy and Walmart.
The most searched organic terms in connection with Black Friday in 2019 were "Deals", "Black Friday", "Cyber Monday Deals" and "Black Friday Ads 2019", each with a traffic share of 3% to 5% % claimed. Unlike PPC-driven traffic, none of the leading organic search terms were branded.
Not only did Big Box retail names gain traffic from these keywords, but top partners like blackfriday.com and bestblackfriday.com made it into the top 10 as you can see in the graph below.
To sum this up:
- The best organic searches were generic
- The main PPC terms were 50% branded and 50% generic
- Organic search traffic went to retailers, brands and affiliates
- PPC traffic went to popular household brands
The ten best winners can be seen below.
Christmas Marketing Strategy: December 2019
As expected, the general November trends continued into December. The keywords with the highest traffic were again gifts and gadgets related to games. The three most searched terms were "Just Dance 2020", "Star Wars Jedi Fallen Order Ps4" and "The Witcher 3".
Interestingly, Amazon collected over 96% of all traffic for "Just Dance 2020" and "The Witcher 3". rd.bizrate.com won 97% of the traffic for the keyword "Star Wars Jedi fallen or ps4".
Now, let's take a closer look at the terms related to the December vacation to see how Christmas marketing campaigns compare.
The most frequently searched organic terms were "Cyber Monday", "Offers", "Ugly Christmas Sweaters" and "Laptop Offers" with traffic shares of 3% to 9%.
Paid keyword terms with the highest proportion of traffic were "Cyber Monday Deals", "Siberian Husky Christmas Blowups", "Black Friday Deals" – still a high proportion of traffic, but 68% less than in the previous month (MoM) , "Christmas Tree" & # 39;, & # 39; Icicle Christmas Lights & # 39;, & # 39; The Hard Christmas Christmas Book & # 39; and & # 39; Nintendo Switch Games for Christmas List & # 39 ;. Interestingly, some of the top keywords were related to Christmas decorations, closely followed by gift keywords.
"Ugly Christmas sweaters" was the main Christmas catchphrase for organic traffic in December.
See the ten winners for Christmas keywords here:
Build strong display and referral partnerships
Referral pages and a display ads strategy are crucial during this time. Why? Consumers look for deals, but they also know that not every “deal” is good deal for them. They trust third-party websites to review and guide them through the jungle of offers during the holiday season.
We found that SimilarWeb data supports this assessment. Some of the highest traffic affiliate and display publisher websites fell into the top 10 keyword traffic winners for the 2019 holiday season.
Here is your opportunity to generate more traffic to your website. A display publisher will display your display ads on their websites' advertising space. Use partners instead of self-publishing your display ads. The same goes for other recommendation sites such as deal comparison sites and review sites which can help you get a bigger chunk of the traffic share.
Use SimilarWeb's Digital Marketing Intelligence tool to find your best partners by analyzing performance stats from display publishers and referral sites. You can compare relevant websites and identify the largest transport providers. The tool also allows you to compare the traffic from the main websites with your main competitors.
Analyze historical conversion data
If we look at the 2019 stats, we can see that on average, direct traffic had the highest conversion volume in November. Retailers saw the largest growth in converted traffic from display and recommendation channels that month, growing 42% and 32%, respectively, over the month. In addition, the recommendation was the best conversion marketing channel with 11% and even overtook direct traffic, which converted around 9% in the same period.
The referral traffic increased in the last week of November. Display ad traffic growth has not been as focused and has been more evenly used to drive future deals and increase brand awareness.
The biggest ad and recommendation pages (and the brands that are getting traffic)
Black Friday Marketing Strategy: November 2019
Looking at retail winners, Kohs and BBB saw the largest increase in total traffic in the last week of November 2019. Other big winners are Costo, Walmart, Target and Wayfair.
During that time, Costco and Sam & # 39; s Club saw the highest growth in referral traffic, increasing 241% and 199%, respectively, from October through November. Another big winner in referral traffic, Walmart finished third, increasing its traffic on that channel by a whopping 114%.
Referral guides received more than 50% of referral traffic from the top two coupon and discount sites, with bestblackfridaydeals.com sending about 45% of all referral traffic to the competition in November. Walmart appears to have had a solid relationship with the referral agency. About 81% of all outbound traffic went direct to the retail giant.
While slickdeals.net was the second largest recommendation site in this period, only about 6% of the traffic was operated. Display traffic, however, tells a very different story as slickdeals.com takes first place.
Bestblackfridaydeal.com fell to third place with shares of 18% and 2% of the display traffic respectively. Cosco.com was getting about 73% of that traffic in November. Market leaders in the shopping category used display traffic analysis to increase their brand awareness on partner websites.
Did we mention the importance of ad and recommendation pages for your vacation marketing? The numbers speak for themselves.
Christmas Marketing: December 2019
Now, take a look at the interesting changes in the winners during last year's holiday season. The big winners of November were overtaken in December. As Christmas drew nearer, michaelkors.com grew 191% compared to October of that year, ranking first for overall growth.
While neither Walmart nor Target ended up at the forefront of MoM growth, the retail conglomerates gained massive overall traffic. Walmart.com had a staggering 450 million visits, while target.com had more than 250 million.
Swagbucks.com was the top recommended website for the best performing sites over the period with 8% traffic in December 2019. It drove approximately 63% of its traffic to worldmarket.com. Other great referral sites were slickdeals.net and cashbackholic.com.
Among the display publishers, Rakuten secured the largest share of traffic with almost 17%. Dealmoon managed to capture 9% and Slickdeals managed to reach 4%. In fourth place was Dealsplus, everyone else in the top 10 got less than 2%.
The Christmas marketing games are on, roll up your sleeves!
Optimizing your digital strategies is more important during the holiday season than any other time of the year. The only way to be sure of efficiency is to build on reliable data about you and the performance of your main competitors. Make no mistake, they are also preparing for the Winter Games.
Understand how different channels work together to drive success. Use marco and seasonal market trends and determine how consumer behavior works in your favor. In our example, we learned that brands working with affiliates have the best chance of getting traffic from top keywords.
Use SimilarWeb Pro now to find the best partners to partner, the most successful channels and the most used keywords in real time. Open an account now!
And if you can't wait to find out how to optimize your marketing strategy for this Christmas season, use the form below to download the latest data for this year and secure the competitive edge you need away from your competition.