Published on November 21, 2013
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Meet The Experts! Cassie Oumedian Account Manager, Hanapin Marketing 5+ years of online marketing experience Worked with a variety of B2B and B2C verticals in ecommerce and lead generation. Managed AdWords, Bing and Facebook accounts with monthly budgets from $30,000 to well into six figures Jeff Stevens Customer Success Specialist, WordStream 3+ years of digital marketing experience w/ focus on inbound and paid search strategies. Worked closely with HubSpot as a Certified Gold Partner selling, planning, and executing full-blown inbound marketing campaigns. Recently transitioned to paid search as a general strategist and client educator. #thinkppc
Today’s Agenda PPC Holiday Planning Strategies Holiday Campaign Best Practices Getting PLA Holiday Ready Remarketing for Search Optimizing Holiday Text Ads Optimizing Landing Pages for holiday promotions Dynamic Remarketing Ads Enabling Ad Extensions Q&A #thinkppc
Live Poll Question #1 How long have you been in PPC? #thinkppc A. B. C. D. Less than 1 year 1-3 years 3-5 years 5+ years #thinkppc
Live Poll Question #2 How do you manage your account(s)? #thinkppc a) b) c) d) I manage it myself. I’m part of a team that manages it. I outsource my account management. I’m rethinking how my account is managed. #thinkppc
1. PPC Holiday Planning Strategies Key Online Shopping Days Review Last Year’s Holiday Performance What Promotions Are Running and When What’s Your Budget? Put it on the Calendar #thinkppc
1. PPC Holiday Planning Strategies 2013 Key Online Shopping Days #thinkppc
1. PPC Holiday Planning Strategies 2012 Q4 Seasonal Trends #thinkppc
2. Holiday Campaign Best Practices Holiday Themes & Hot Buttons Breakout by Performance/Promo Content Caveats – Timing! Mobile Adjustments Day parting Adjustments Campaign Start End Dates #thinkppc
2. Holiday Campaign Best Practices Mobile Adjustments “85 percent of users look at the top two positions, and only 9 percent look at positions three through six” #thinkppc
3. Getting PLA Holiday Ready Create a New Campaign Update the Feed Shipping – Adjust for Free Shipping Upload New Promotional Ads ASAP Mobile PLA – Opt in and Adjust PLA Geo Expansions #thinkppc
3. Getting PLA Holiday Ready Mobile PLA – Opt in and Adjust “One online clothing retailer saw a 537% increase in conversions and 77% increase in ROAS.” #thinkppc
3. Getting PLA Holiday Ready PLA Geo Expansions #thinkppc
4. Remarketing for Search Holiday Strategy Modify your ads, bids, and keywords based on your visitors' past activity on your website “Online tire retailer, saw a 161% conversion rate increase with RFS, leading to a 22% overall sales increase.” #thinkppc
4. Remarketing for Search Holiday Strategy Don’t be Scared… Go Broad! Bid on Competitive Holiday Terms Confidently Encourage Shopping Cart Abandoners – Hurry! Sale Ending Offer Promos To Existing or New Customers - Free Shipping Create Highly Targeted Audience Lists #thinkppc
5. Optimizing Holiday Text Ads Three Key Areas of Focus for Ad Text 1. Holiday Messaging and Language 2. Implementing Seasonal Promotions and Special Offers 3. Optimizing for Clicks #thinkppc
5. Optimizing Holiday Text Ads – Messaging & Language Create new text ads that incorporate language and messaging geared toward holiday shoppers/searchers. eCommerce: emphasize the giving spirit of the season, ability to avoid going to crowded stores, guaranteed in-stock, etc. Consumer Services: emphasize holiday specials/unique holiday-specific services or temporary seasonal changes to your offering. Business-to-Business (B2B): emphasize time sensitivity, year-end deals/availability, etc. #thinkppc
5. Some Examples of Holiday Messaging… Query: “fleece jackets” Creative Ad Text Get’s Noticed! Query: “winter candles” + Always Stay Positive + CONFIDENTIAL – DO NOT DISTRIBUTE 19
5. Implementing Seasonal Promotions and Special Offers Create new text ads that emphasize special seasonal offers, time-sensitivity, unique bonus offers just for the holidays, etc. eCommerce: include coupon codes in ad text, %-off offers, free shipping, free gift box included, guaranteed delivery date, preprepared gift sets, etc. Consumer Services: emphasize last-minute offers for forgetful shoppers, year-end deals, extended offers. Business-to-Business (B2B): year-end deals, new fiscal year, extended promotions. CONFIDENTIAL – DO NOT DISTRIBUTE 20
5. Some Examples of Seasonal Promotions… Query: “designer scarves” Coupon Code in Ad Text. Query: “holiday lights” General Offer, Targeted Text. Query: “winter travel deals” Sense of Urgency! CONFIDENTIAL – DO NOT DISTRIBUTE 21
5. The Ultimate Holiday Text Ad… Relevant Keyword/DKI Holiday Messaging Social Media Location Extensions Enabled Sitelinks Enabled w/ Targeted Destination URLs Call Extension Enabled CONFIDENTIAL – DO NOT DISTRIBUTE 22
6. Optimizing Holiday Landing Pages for Conversions Two Key Areas of Focus for Landing Pages 1) Alignment With Ad Text and Search Context 2) Driving for Conversions CONFIDENTIAL – DO NOT DISTRIBUTE 23
6. Alignment With Ad Text and Search Context… Prominently Display Promotions and Specials that are also Communicated in Your Ad Text Banners, Bolded Text, Top-of-the-Fold CONFIDENTIAL – DO NOT DISTRIBUTE 24
6. Alignment With Ad Text and Search Context… Use Seasonal Color Themes and Images CONFIDENTIAL – DO NOT DISTRIBUTE 25
6. Driving for Conversions… Create Mobile Optimized Landing Pages Image Source: www.signalhq.com CONFIDENTIAL – DO NOT DISTRIBUTE 26
6. Driving for Conversions… Enable Social Sharing and Customize Default Sharing Messages CONFIDENTIAL – DO NOT DISTRIBUTE 27
7. Experiment with Dynamic Remarketing Create customized ads and show them to shoppers who have visited your product pages in the past. CONFIDENTIAL – DO NOT DISTRIBUTE 28
7. Dynamic Remarketing Ads Test ads with various: – Ad layouts – Button colors – CTAs – Value propositions CONFIDENTIAL – DO NOT DISTRIBUTE 29
8. Enable Ad Extensions CONFIDENTIAL – DO NOT DISTRIBUTE 30
8. Sitelink Extensions Adjust sitelinks to match the holiday season Experiment with day parting Create mobile specific links Enable Enhanced sitelinks CONFIDENTIAL – DO NOT DISTRIBUTE 31
8. Additional Extensions Location Extensions Call Extensions CONFIDENTIAL – DO NOT DISTRIBUTE 32
8. Additional Extensions Review Extensions Image Extensions CONFIDENTIAL – DO NOT DISTRIBUTE 33
Need Help? Would you like… a) WordStream: FREE demo of our PPC Management Platform b) Hanapin: FREE 1-on-1 Solutions Blueprint ($20k+ spend/Mo.) #thinkppc
Thank you for attending WordStream & Hanapin Marketing’s Webinar! Don’t forget to sign up for a Free Trial of WordStream: http://www.wordstream.com/ppc-free-trial Sign up for a Free Solutions Blueprint from Hanapin Marketing http://www.hanapinmarketing.com/solutions-blueprint-sign-up 1-812-330-3134 "After multiple negative agency experiences, the team at Hanapin stepped up to the plate and delivered the level of service and attention we had been looking for!" 1-855-967-3787 “GASP! My AdWords click through rate is up 486% on the same period last year – mainly because I’m using @WordStream!” -George Cole - Stephen Ebbett #thinkppc
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