5 Ways to Leverage PPC in the Holiday Season

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Getting marketing results fast during the holiday season is tough. One way you can do it is through pay-per-click (PPC) ads.
Find out how you can use PPC to drive more traffic and conversion opportunities to your website during the holiday season.

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  • Maggie or Amanda
  • Maggie or Amanda
  • Dan – is it OK to briefly talk about WHY it might make sense to do PPC before jumping into the HOW
  • Talking points here are that Google is on an Ad Rampage in the last year. That ads take up the majority of space on commercial queries. That Product listing ads get a lot of clicks. That 89% of Paid Search Clicks are incremental, and 50% of people can’t tell the difference between paid and organic listings.
  • And for certain types of searches – the ones where you see the google ads take up all of the browser space, that nearly 2/3rds of those clicks will end up going to the paid results. (Note: this is JUST for the high commercial intent keywords like “diswasher”, etc. In general, organic takes 10x more clicks than Paid.)
  • use long tail keywords as much as possible- you are more likely to rank/pay less for “integrated inbound marketing software for small businesses” than "marketing"
  • And here’s a great example of a long tail keyword search.
  • Quickly explain how the ad auction works.
  • Quickly explain how the ad auction works.
  • Key Point: more relevant ads = higher ad position.
  • Key point: Advertiser 1 gets top spot, even though Advertiser 2 was willing to pay 2x more.
  • Key point: advertiser 1 pays way less than advertiser 2, even though he had a much lower bid.Key takeaway: So the key to success at adwords / PCC is to have relevant ads with high click through rates. This means using specific long tail keywords with awesome ads and landing pages.
  • But, how to Get these Long Tail Keywords? They’re hard to find! (1) consider your own Analytics – start with what works. If you’re already doing SEO, you can look at Promising keywords, for example keywords with conversions or keywords or good engagement metrics (low bounce rates, etc). Talk about how to get that data in Google Analytics and in Hubspot! By using some of these terms on more aggressive match types, like broad match, or modified broad match, or phrase match., you’ll be able to “cast a wider net” – meaning you’ll be able to target thousands or millions of OTHER searches that you’re not ranking on, but that are in some way to your top keywords. If you REALLY don’t want to have an ad show up for a keyword that you’re ranking organically, you can always use the negative exact match keyword to exclude certain searches from triggering your ad. One of the huge benefits of Paid Search is that you can tell google exactly which keywords you want and which ones you don’t want.
  • While it’s nice to go after the proven keywords, don’t forget to go after the keywords you aren’t ranking for, to further “cast a wider net”.Talk a bit about the FREE keyword tools at WordStream and how we have a trillion keyword database full of awesome keyword ideas.As a bonus, we automatically categorize the keywords into tightly themed buckets, like “Womens” or “Mens” or “North Face”, etc.This is so that you can create a landing page and ad text that is exactly what the user searched for.
  • While it’s nice to go after the proven keywords, don’t forget to go after the keywords you aren’t ranking for, to further “cast a wider net”.Talk a bit about the FREE keyword tools at WordStream and how we have a trillion keyword database full of awesome keyword ideas.As a bonus, we automatically categorize the keywords into tightly themed buckets, like “Womens” or “Mens” or “North Face”, etc.This is so that you can create a landing page and ad text that is exactly what the user searched for.
  • Infact, our product, PPC Advisor has this super easy campaign builder that uses the same best practices that we talked about and it’s super easy! It’s a 5 step process of picking a topic, specifying some settings, and writing an ad! It’s SO EASY. Takes just 2 minutes.It’s instant!
  • Infact, our product, PPC Advisor has this super easy campaign builder that uses the same best practices that we talked about and it’s super easy! It’s a 5 step process of picking a topic, specifying some settings, and writing an ad! It’s SO EASY. Takes just 2 minutes.It’s instant!
  • Infact, our product, PPC Advisor has this super easy campaign builder that uses the same best practices that we talked about and it’s super easy! It’s a 5 step process of picking a topic, specifying some settings, and writing an ad! It’s SO EASY. Takes just 2 minutes.It’s instant!
  • Infact, our product, PPC Advisor has this super easy campaign builder that uses the same best practices that we talked about and it’s super easy! It’s a 5 step process of picking a topic, specifying some settings, and writing an ad! It’s SO EASY. Takes just 2 minutes.It’s instant!
  • Infact, our product, PPC Advisor has this super easy campaign builder that uses the same best practices that we talked about and it’s super easy! It’s a 5 step process of picking a topic, specifying some settings, and writing an ad! It’s SO EASY. Takes just 2 minutes.It’s instant!
  • Talk about how PPC is instant.You’ll very quickly get data about every keyword and their performance metrics.And this data is super targeted. You can geo target just the cities or regions you care about.Search Query Data, Conversion Rate, Cost Per Click, Click Through Rate, Total Cost, etc. Metrics that aren’t available in SEO.Roughly Half of the keyword data for organic clicks in Google Analytics has been replaced with (NOT PROVIDED)You can use this incredibly valuable data to inform and prioritize your SEO creation and optimization efforts.Eg:Focus on keywords with the most conversions, highest conversion rate (means high relevancy), highest number of impressions (means high search volume), or the most cost (means high competition), or a combination of the factors.
  • Talk about how PPC is instant.You’ll very quickly get data about every keyword and their performance metrics.And this data is super targeted. You can geo target just the cities or regions you care about.Search Query Data, Conversion Rate, Cost Per Click, Click Through Rate, Total Cost, etc. Metrics that aren’t available in SEO.Roughly Half of the keyword data for organic clicks in Google Analytics has been replaced with (NOT PROVIDED)You can use this incredibly valuable data to inform and prioritize your SEO creation and optimization efforts.Eg:Focus on keywords with the most conversions, highest conversion rate (means high relevancy), highest number of impressions (means high search volume), or the most cost (means high competition), or a combination of the factors.
  • Talk about how PPC is instant.You’ll very quickly get data about every keyword and their performance metrics.And this data is super targeted. You can geo target just the cities or regions you care about.Search Query Data, Conversion Rate, Cost Per Click, Click Through Rate, Total Cost, etc. Metrics that aren’t available in SEO.Roughly Half of the keyword data for organic clicks in Google Analytics has been replaced with (NOT PROVIDED)You can use this incredibly valuable data to inform and prioritize your SEO creation and optimization efforts.Eg:Focus on keywords with the most conversions, highest conversion rate (means high relevancy), highest number of impressions (means high search volume), or the most cost (means high competition), or a combination of the factors.
  • Talk about how PPC is instant.You’ll very quickly get data about every keyword and their performance metrics.And this data is super targeted. You can geo target just the cities or regions you care about.Search Query Data, Conversion Rate, Cost Per Click, Click Through Rate, Total Cost, etc. Metrics that aren’t available in SEO.Roughly Half of the keyword data for organic clicks in Google Analytics has been replaced with (NOT PROVIDED)You can use this incredibly valuable data to inform and prioritize your SEO creation and optimization efforts.Eg:Focus on keywords with the most conversions, highest conversion rate (means high relevancy), highest number of impressions (means high search volume), or the most cost (means high competition), or a combination of the factors.
  •  determine when your audience is actually using google for search and pay more/only pay during those times. For example, we dont pay in the evening caus few b2b markters are working at midnight
  • http://www.seomoz.org/blog/outsmarting-your-competition-in-highstakes-ppc-markets
  •  determine when your audience is actually using google for search and pay more/only pay during those times. For example, we dont pay in the evening caus few b2b markters are working at midnight
  • Each of these elements is important to take into consideration when thinking about campaign aspects such as tone within ad copy, site selection within the content network, the design and language on the landing page…etc
  • How do you be locally national? When executed properly, synergizing local and national capabilities is the most striking client offering. The goal is to combine local expertise and convenience with national authority and capabilities. Things to keep in mind when geo-targeting include:CountryRegionStateDesignated Marketing AreaCityTownZip Code Within each of these details, think about how you can get closer to your TM both pre and post click. What local information can you provide such as phone numbers, content, resources while also highlighting the benefits of having national experience?
  • Think AboutCaps vs. no caps?PunctuationInternal brainstorm meetingsClient brainstorm meetingsListening to the call center Library for all CTA/Offer/Benefits
  • the title, copy of the ad, link, and landing page all need to be optimized and relevant to each other. google craws everything, and if your ad says "the best unicorn food ever" but your landing page is about unicorn clothing, google will show your ads less and you will have a lower quality score
  • the title, copy of the ad, link, and landing page all need to be optimized and relevant to each other. google craws everything, and if your ad says "the best unicorn food ever" but your landing page is about unicorn clothing, google will show your ads less and you will have a lower quality score
  • Lauren
  • Lauren
  • Lauren
  • Lauren
  • Lauren
  • Lauren
  • We work so hard on content creation and social media to get people to visit our site.But on average, 96% of them will not do what we hoped for them to do.And 70% of people put stuff in the shopping cart and fail to check-out.These are really, really targeted audiences that we should be going after!But How??With Remarketing! Describe how it works.
  • Describe how Remarketing Works.
  • Describe the Google Display Network a bit.
  • Talk about the reach of the Google Display Network. Talk about typical conversion rates and other metrics that wordstream has provided.Mention that it impacts brand recall, which is a nice secondary benefit.
  • karen
  • Q&A for both Lauren and Karen
  • Q&A for both Lauren and Karen
  • 5 Ways to Leverage PPC in the Holiday Season

    1. 5 Ways to Leverage PPC in the Holiday SeasonWhile you wait:Take the pollquestion to the left! 1
    2. Housekeeping Notes:1 Webinar slides + video will be emailed to all2 Interact with us on Twitter: #HolidayPPC 2
    3. Your Presenters: LARRY KIM DAN SLAGEN Founder and CTO, Global Marketing Relations, WordStream HubSpot @larrykim @danslagen 3
    4. Agenda 1 Expand Keyword Universe 2 Use PPC to Amplify the Impact of SEO 3 Optimize Paid Ads for Your Audience 4 Align PPC with Landing Pages 5 Remarketing 6 4 Summary
    5. WhyPPC? 5
    6. 6
    7. 7
    8. Expand 1KeywordUniverse 8
    9. 1 Expand Keyword UniverseEmbraceLong-tailKeywords 9
    10. What is a Long Tail Search?
    11. 11
    12. 12
    13. 13
    14. 14
    15. 15
    16. Finding the long tail – Google Analytics
    17. Finding the long tail - WordStream
    18. Finding the long tail - WordStream
    19. Quickly setting up campaigns
    20. Quickly setting up campaigns
    21. Quickly setting up campaigns
    22. Quickly setting up campaigns
    23. Quickly setting up campaigns
    24. Use PPC to 2Amplify theImpact of SEO 24
    25. 2 Use PPC to Amplify the Impact of SEOUse PPC data toinform SEOoptimization andcontent creation 25
    26. Mine the value of PPC data Use Key Metrics Like In Order To … • Impressions • Find Content • Clicks Topics • Click Through • Optimize Existing Rate Content • Conversions • Conversion Rate • Total Cost 26
    27. Mine the value of PPC data Use Key Metrics Like In Order To … • Impressions • Find Content • Clicks Topics • Click Through • Optimize Existing Rate Content • Conversions • Conversion Rate • Total Cost 27
    28. Mine the value of PPC data Use Key Metrics Like Use Key Metrics Like In Order To … • Impressions • Impressions • Find Content • Clicks Topics • Clicks • Click Through • Optimize Existing • Click Through Rate Rate Content • Conversions • Conversions • Conversion Rate • Conversion Rate • Total Cost • Total Cost 28
    29. Mine the value of PPC data Use Key Metrics Like In Order To … Use Key Metrics Like In Order To … • Impressions • Find Content • Impressions • Find Content Topics • Clicks Topics • Clicks • Optimize Existing • Click Through • Optimize Existing • Click Through Rate Content Rate Content • Conversions • Conversions • Conversion Rate • Conversion Rate • Total Cost • Total Cost 29
    30. Optimize Ads 3for YourAudience 30
    31. 3 Optimize Ads for Your AudienceWhen arepeoplesearching? 31
    32. Day Parting & Hours of Operation 32
    33. Campaign Planning – Day of Week 33
    34. Source: SEOmoz 34
    35. SeasonalityMindset – As the months/seasons Conversions/Performance/Competition – Arefluctuate, as do client/customer there specific months or seasons in which yourneeds/wants. campaign sees an increase in efficiency?- Is there a difference in - Should you frontload a percentage of your budgetperformance at the end of a month to a particular quarter?or quarter? - Should you increase bids and awareness during - Are there more searches during the holiday season?the holiday season? - Do market costs go up during your best - Is there an increase in search conversion performing months?volume before, during or right after aholiday? 35
    36. 3 Optimize Ads for Your AudienceWhat are yourpotentialcustomers’wants andneeds? 36
    37. Decision Process Need EvaluationRecognition of Options Information Purchase Search 37
    38. DemographicsAge (life cycle stage)Social classGenderFamily sizeIncomeOccupationLifestyleEducationReligionRace & Nationality 38
    39. Geo-Targeting Photo Credit: Steph and Adam 39
    40. Google Ad Copy Google offers a dynamic keyword insertion option, in which you can auto populate search queries into your adThere are various waysin which you can testDKI using capitalization 40
    41. 41
    42. Ad Copy MessagingAd copy messaging should incorporate a few key aspects, that ultimately engender a user toclick your ad, with a sense of promise as the navigate to your landing page/website:Keyword relevance – Is the search query present in your ad?CTA – Is there a call to offer?Value – Where/what is the value?Proposition – Is there a proposition, and what is it? 42
    43. Align PPC Adswith LandingPages 4 43
    44. 4 Align PPC Ads with Your Landing Pages Avoid Friction 44
    45. 4 Align PPC Ads with Your Landing PagesAlign title,copy andimage(s) 45
    46. Search
    47. Freeshippingmessage iscarried tothe landingpage Nothing about personalized ornaments
    48. 50
    49. Speaks about personalizati- on!Large varietyof personalizedORNAMENTS
    50. 53
    51. 5Remarketing 54
    52. Use Remarketing on Google Display 5 NetworkConvert Visitorswho Didn’tConvert yet. 55
    53. Re-Engage with Previous Visitors 96%of people who visit a website leavewithout completing the actionsmarketers want them to take 70% of people abandon their shopping cart without completing a purchase Source: Forrester 2010, Google
    54. How does Remarketing Work? Source: Google
    55. What is Remarketing an How Does it Work?#1 network reach in the US Display Network Adsense publisher Doubleclick ad Google O&O network exchange properties • 204M visitors/month • Hundreds of premium YouTube • 92% of U.S. internet users publishers, with hundreds of • 108M U.S. visitors/month millions of ad placements • 317B impressions/month available every day • 1B+ video views/day • Hundreds of comScore • 2nd largest search engine 1000 sites • 5% of all online time spent Google sites • Finance 3.1M visitors/month • Blogger 8.1M visitors/month Sites Feeds Games Social media Video Mobile Source: Google
    56. Source: Google Source: Google
    57. Summary: 60
    58. Summary 1 You can be live in minutes, but be thorough 2 If you’re already live, optimize & focus 3 PPC & SEO are complementary 4 Avoid friction 5 It’s not over without a remarketing fight 61
    59. WordStream PPC Advisor Reduce PPC costs and improve ROI Increase traffic and qualified leads Get it all done in just 20 minutes per week www.wordstream.com/ppc-free-trial AdWords Performance Grader A free, instant PPC audit in under a minute! of a kind, free performance One grader Deep analysis in 8 key performance areas Provides actionable recommendations www.wordstream.com/google-adwords CONFIDENTIAL – DO NOT DISTRIBUTE 62
    60. HUBSPOT.COM/DEM Search EngineO Optimization Blogging & Social Media Lead Generation Lead Management Email & Automation Marketing Analytics
    61. THANK YOU! 64
    62. Please take a moment to take our exit poll!Q+A 65

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