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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5 Ways to Leverage PPC in the Holiday Season
1. 5 Ways to Leverage
PPC in the Holiday Season
While you wait:
Take the poll
question to the left!
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2. Housekeeping Notes:
1 Webinar slides + video will be emailed to
all
2 Interact with us on Twitter: #HolidayPPC
2
3. Your Presenters:
LARRY KIM DAN SLAGEN
Founder and CTO, Global Marketing Relations,
WordStream HubSpot
@larrykim @danslagen
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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
25. 2 Use PPC to Amplify the Impact of SEO
Use PPC data to
inform SEO
optimization and
content 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
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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
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35. Seasonality
Mindset – As the months/seasons Conversions/Performance/Competition – Are
fluctuate, as do client/customer there specific months or seasons in which your
needs/wants. campaign sees an increase in efficiency?
- Is there a difference in - Should you frontload a percentage of your budget
performance 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 a
holiday? 35
36. 3 Optimize Ads for Your Audience
What are your
potential
customers’
wants and
needs?
36
37. Decision Process
Need Evaluation
Recognition of Options
Information Purchase
Search
37
38. Demographics
Age (life cycle stage)
Social class
Gender
Family size
Income
Occupation
Lifestyle
Education
Religion
Race & Nationality
38
40. Google Ad Copy
Google offers a dynamic keyword insertion option, in which
you can auto populate search queries into your ad
There are various ways
in which you can test
DKI using capitalization
40
42. Ad Copy Messaging
Ad copy messaging should incorporate a few key aspects, that ultimately engender a user to
click 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?
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55. Use Remarketing on Google Display
5 Network
Convert Visitors
who Didn’t
Convert yet.
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56. Re-Engage with Previous Visitors
96%
of people who visit a website leave
without completing the actions
marketers want them to take
70%
of people abandon their shopping
cart without completing a purchase
Source: Forrester 2010, Google
58. 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
61. 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
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62. 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
63. HUBSPOT.COM/DEM Search Engine
O Optimization
Blogging &
Social Media
Lead Generation
Lead
Management
Email &
Automation
Marketing
Analytics
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
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.