Marketing Tips to Spread the Holiday Cheer (and Profits)

* Identify your top 20. This includes your top 20 products and keywords and the top 20 percent of your customers, Klein said. Then develop a promotional campaign around that top 20, with targeted e-mails and landing pages.

* Test and analyze keywords and null results. For null results, Klein advised offering product alternatives based on search keywords. For example, he suggested someone searching “orange Nike sneakers.” While you may not offer those type of sneakers — orange or possibly even Nike — if you sell sneakers, this person searching could be a potential customer.