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Meet The Experts!

Jeff Stevens

Cassie OumedianAccount Manager, Hanapin Marketing

Customer Success Specialist, WordStream

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

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.

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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

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Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Live Poll Question #2

How do you manage your account(s)?#thinkppc

a) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.

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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

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1. PPC Holiday Planning Strategies

2013 Key Online Shopping Days

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1. PPC Holiday Planning Strategies

2012 Q4 Seasonal Trends

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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

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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”

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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

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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.”

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3. Getting PLA Holiday Ready

PLA Geo Expansions

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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.”

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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

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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

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5. Optimizing Holiday Text Ads – Messaging & Language

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.

Create new text ads that incorporate language and messaging geared toward holiday shoppers/searchers.

5. Some Examples of Holiday Messaging…

Query: “fleece jackets”

Query: “winter candles”

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Creative Ad Text Get’s Noticed!

+ Always Stay Positive +

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, pre-prepared 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.

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5. Some Examples of Seasonal Promotions…

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Query: “designer scarves”

Query: “holiday lights”

Query: “winter travel deals”

Coupon Code in Ad Text.

General Offer, Targeted Text.

Sense of Urgency!

5. The Ultimate Holiday Text Ad…

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Holiday MessagingRelevant Keyword/DKI

Call Extension EnabledSitelinks Enabled w/ Targeted Destination URLs

Location Extensions Enabled

Social Media

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

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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

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6. Alignment With Ad Text and Search Context…

Use Seasonal Color Themes and Images

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6. Driving for Conversions…

Create Mobile Optimized Landing Pages

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Image Source: www.signalhq.com

6. Driving for Conversions…

Enable Social Sharing and Customize Default Sharing Messages

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7. Experiment with Dynamic Remarketing

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Create customized ads and show them to shoppers who have visited your product pages in the past.

7. Dynamic Remarketing Ads

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Test ads with various:– Ad layouts– Button

colors– CTAs – Value

propositions

8. Enable Ad Extensions

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8. Sitelink Extensions

Adjust sitelinks to match the holiday season Experiment with day parting Create mobile specific links Enable Enhanced sitelinks

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8. Additional Extensions

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Call Extensions

Location Extensions

8. Additional Extensions

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Review Extensions

Image Extensions

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