Be in the Know! Three Next-Level Strategies for Ecommerce PPC

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You've heard of the dozens of PPC tools at your disposal to target your customer at the perfect point in the buying cycle - are you ready to take your ecommerce plan to the next level? Are Google’s Shopping Campaigns and Dynamic advertising still uncharted territory for you? These new features increase your reach for optimizing bids and settings while making the overall search journey easier and more valuable for users.

Google and Hanapin Marketing experts team up for a webinar full of actionable tips and strategies to bring your ecommerce plan to the next level.

You'll get expert-level PPC tips like:

*Learning all about these features from Google representatives

*Why you should consider Dynamic marketing

*How to optimize your accounts with Shopping Campaigns

*Examples of strategy implementation with real world data

Be in the know and up your game with these three strategies!

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Be in the Know! Three Next-Level Strategies for Ecommerce PPC

  1. 1. #THINKPPC &HOSTED BY: Be in the Know! Three Next-Level Strategies for Ecommerce PPC
  2. 2. #THINKPPC • Carrie Albright – Account Manager at Hanapin Marketing – Blogger at PPC Hero – @Albright_C Presenters • Jesse Eisman – Business Development Manager at Google • Ryan Panzer – Account Strategist at Google
  3. 3. #THINKPPC Join the conversation • Include the hashtag #thinkppc in your tweets. • Or use the webinar question box to send us questions.
  4. 4. #THINKPPC Live Poll Question #1 How long have you been in PPC? A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
  5. 5. #THINKPPC Live Poll Question #2 How do you manage your account(s)? 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.
  6. 6. #THINKPPC Our partnership
  7. 7. #THINKPPC Customer journey & purchase funnel
  8. 8. #THINKPPC Today’s agenda: Three solutions
  9. 9. #THINKPPC Be present across purchase funnel
  10. 10. #THINKPPC Dynamic contextual ads Drive awareness and consideration
  11. 11. #THINKPPC Be present across purchase funnel
  12. 12. #THINKPPC Google Shopping Campaigns Drive consideration and sales
  13. 13. #THINKPPC Be present across purchase funnel
  14. 14. #THINKPPC Dynamic remarketing Drive sales, retention, and loyalty
  15. 15. #THINKPPC Let’s dive in! Shall we?
  16. 16. #THINKPPC Dynamic Contextual Ads (beta) • Solution for Driving First- Click Visits • Review Sites, Instructional Sites, Other Online Retail Pages • Drive Volume on Branded Search • Think Outside the Cart - Relevant for More than Apparel!
  17. 17. #THINKPPC Dynamic Contextual Ads (beta)
  18. 18. #THINKPPC For The Practitioner - Whitelisted - Merchant Center account set up - Data feed i. Create Display Campaign ii. Link with Merchant Center iii. Create you desired targeting Requirements How To Use It
  19. 19. #THINKPPC For The Practitioner Over 30,00 Products in Feed High Profile Brands Client: Online & B&M Shoe Vendor Limited creative capabilities High Return Products
  20. 20. #THINKPPC Live Poll Question #3 Which Content Are You Least Familiar With #thinkppc a) Dynamic Contextual Ads b) Dynamic Remarketing c) Shopping Campaigns d) All of them – I’m still learning! e) None – I just love hearing Carrie’s voice.
  21. 21. #THINKPPC Shopping Campaigns • Retail-Centric PLA Management • Benchmark Capabilities • Beta Integration • Conversions from the Long Tail Drive sales
  22. 22. #THINKPPC Shopping Campaigns
  23. 23. #THINKPPC Shopping Campaigns
  24. 24. #THINKPPC Shopping Campaigns
  25. 25. #THINKPPC For The Practitioner Over 30,00 Products in Feed High Profile Brands Client: Online & B&M Shoe Vendor Constantly changing inventory High Return Products VERY SEASONAL
  26. 26. #THINKPPC From The Practitioner Optimizations aren’t just for the Experts Data Feed Real Life Products and Performance
  27. 27. #THINKPPC For The Practitioner – Product Groups Product Brand Product Type Seasonal Inventory
  28. 28. #THINKPPC From The Practitioner - Optimizations Best Practices suggest you take advantage of Hour of the Day Mobile Bid Modifiers Day of the Week Geo Targeting
  29. 29. #THINKPPC Performance By Hour of Day
  30. 30. #THINKPPC From The Practitioner - Exclusions Now that you’re including what you need, what don’t you need? Simple!
  31. 31. #THINKPPC From The Practitioner - Exclusions Identify what seems to be generating clicks (i.e. competitive pricing and strong ranking on your part) but failing to convert (low product variety, colors, or sizes on the back end), and then set your exclusions.
  32. 32. #THINKPPC From The Practitioner - Extras How can you push further? Item ID segmentation Target Exclude or
  33. 33. #THINKPPC From The Practitioner - Extras Merchant promotions Beta!
  34. 34. #THINKPPC From The Practitioner - Extras Merchant promotions Product specific offers Still pay for just 1 click Expiration countdown Headline, branding & code detail Updated through data feed
  35. 35. #THINKPPC Live Poll Question #4 Which part of the purchase funnel are you primarily focused on improving? #thinkppc a) Building awareness b) Influencing consideration c) Driving sales d) Retaining & growing loyalty e) All of them!
  36. 36. #THINKPPC Dynamic Remarketing • Scalable Ad Format for Entire Merchant Inventory • Bid based on User Segment • Align to Customer Purchase Habits • Determine the Value of Repeat-Customers Retain & grow loyalty
  37. 37. #THINKPPC Dynamic Remarketing
  38. 38. #THINKPPC From The Practitioner Benefits Difficulties PLAs to your Remarketing Lists Segmentation options Constantly updated for you Technical setup required Design aesthetic Lots of choices!
  39. 39. #THINKPPC Live Poll Question #5 Would you like help with your PPC accounts and management? I’m interested in: a.) FREE Solutions Blueprint from Hanapin Marketing: We look at your account and provide analysis and consultation (For accounts with $20K+/month in adspend). b.) No Thanks
  40. 40. #THINKPPC Live Q&A Time!
  41. 41. #THINKPPC Have more questions? Thank you for attending Social PPC webinar! #thinkppc • Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up • Or Contact us Directly: • Webinar Feedback: marketing@hanapinmarketing.com

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