Cyber Five Frenzy: Drop-Shipping Planning & Keyword Refreshes

October 16, 2014

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To help all retailers prepare for the holiday rush, we’ll be kicking our blog into high gear, sharing several holiday preparation tips over the span of the next two months. We want to make sure you’re covered from all angles, so two tips per post — one on digital marketing and one on marketplaces — and two blogs per week. We’ll begin with the tips that take the most time to implement and end with the less complex. Let the prepping commence!

Halloween is quickly approaching, and after that, the days leading up to the holidays always cruise by at lightning speed. Little things that can make the world of difference in your business performance tend to drop off your radar during that exciting (yet chaotic) time. To help you prepare for the latter, two steps you can take now are coordinating with your drop shipper and giving your keywords a slight makeover. These simple actions can help ensure that your site and products are populating during a relevant holiday-specific search and that you don’t experience delays on holiday shipments.

Take the rest of this week to make a call to your drop shipper and get your keywords freshened up. You’ll thank us later.

Marketplaces Tip #4: Plan with your drop shipper

Let’s define drop shipping. It’s simply a fulfilment model that allows retailers to buy products individually from a wholesaler and ship them directly to customers. With that being said, now’s the time to start planning with your drop shipper. You don’t want to bear the brunt of a customer’s wrath because your drop shipper dropped the ball. Discuss holiday shipping deadlines and timelines with your drop shipper before the holiday to avoid any unwelcome surprises.

  • Determine your final day to ship.

  • Solidify shipping rates and speeds.

  • Consider adding expedited shipping options (if you don’t offer them already) and prepping warehouses early so they’re ready.

  • Make sure you’re clearly marking last free-shipping days (and last paid-shipping days) within your product listings.


Digital Marketing Tip #4: Get your keywords in order

Out with the old, in with the new. With every change of season, it’s a good habit to sort through current processes and strategies to determine what’s doing well and what could be improved. Your keywords are no exception. Prior to the holidays, make keyword renovations a top priority so your keywords and bids are fresh and ready for the gift-giving season.

  • Don’t forget to bid on keywords like:

    • Gift ideas for girls/boys

    • Presents for mom/dad

    • Bonus: These keywords can be expensive, so consider using Remarketing Lists for Search Ads (RLSAs) to boost your conversion rates. Since these customers are already familiar with your site, they may be more likely to click on an ad served to them for more generic keyword searches.

  • Update your negative keywords! Don’t waste traffic on people searching with words like “free” or “review” in the query.

  • Remember your long tail keywords for shoppers who know exactly what they want. Not only are they cheaper, but they convert better, too.

These tips can take some time to implement, so put them into action pronto. We always love hearing about your progress as we approach one of the busiest times of year, so feel free to update us in the comments below.

Be on the lookout this Tuesday for our next blog post in our holiday series. We’ll discuss lesser-known marketplaces that should be on your radar, as well as top-notch bidding strategies!


Blog post by Jordan Nowlin, social media and blog manager, ChannelAdvisor

Us-ebook-holiday-checklist-2_LPAct now to maximize your holiday success later! Here are 8 actionable marketplaces tips included in this holiday checklist.