Digital Marketing Efficiencies for 2014


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  • Using Dayparting To Get Ahead While Your Competition is Asleep Dayparting is an efficient way to get ahead of your competitors during hours that are more beneficial for your target user. Let’s say for example on a highly competitive term like “car insurance” it may be too expensive for you to compete during certain hours of the day but segmenting your bidding strategy by hours of the day or week, you could Increase or decrease bids accordingly and allow you to compete in a highly competitive space. But don’t just do this blindly, take the time to check out the dimensions tab and perform a Dayparting analysis that will show you when are the times of day and day of the week that make the most sense for your business.
  • As Mobile access continues to grow it’s going to be important to determine user behavior not only by time of day but also by device. As you can see in this study by ComScore most Mobile traffic happens from 12am to 7am so you may want to increase mobile bids during these hours. Desktop and tablets tend to be more popular from 10am – 9pm (since we can’t segment tablets in ADWords) Become from familiar with your target marketing and their search behaviors and day part accordingly
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  • Product Listing Ads, which will be referred to simply “Local PLAs” in this article, are currently available to a select set of US based retailers such as REI and Sephora.So, will Local PLAs compete with Online PLAs? It depends. Google says currently on desktop, Local PLAs are served as annotations on online offers, so there isn’t direct competition between the two. On smartphones, however, there is competition as local offers may be served in a given position instead of the online offer. Advertisers can use the proximity bidding feature in AdWords to improve the position of local offers when a user is near their store. A Google spokesperson also notes that quality score is a significant component of ad position in Local PLAs just as any other AdWords ad
  • When you think of remarketing and creating lists you probably immediately think of “Cart Abandorers” or Returning Customers, ect. And if you are using those list already that’s great! You are already ahead of the curve! But if you really want to take your campaign to the next level, get creative and try experimenting with some of the other list options available in Google Analytics for example: High Revenue Purchasers, Paid vs. Organic, Browser & Screen resolution. The sky is the limit and I’ll walk you through how you go about creating some of these list in Google Analytics.
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  • Digital Marketing Efficiencies for 2014

    1. 1. HOSTED BY: HOSTED BY: How to Recover from the Holidays Faster Than Your How toCompetition the Holidays Recover from Faster Than Your Competition #thinkppc
    2. 2. Presenters • Amanda West-Bookwalter – Sr. Account Manager at Hanapin Marketing – Blogger at PPC Hero – @Amanda_WestBook • Cassie Oumedian – Sr. Account Manager at Hanapin Marketing – Blogger at PPC Hero – @cass_oumedian #thinkppc
    3. 3. Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. • Or use the webinar question box to send us questions. #thinkppc
    4. 4. 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
    5. 5. 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
    6. 6. Q1 2013 Analysis Where were you successful last year? • Keyword report, SQR, product analysis How has your CPCs, CTRs, and conv. rates changed? • QS, ads, landing pages Where did you waste money? • Keyword report, ad testing Did you limit the big revenue generators? • Ads, bids, budgets, structure #thinkppc
    7. 7. Competitor Research SEMRUSH Get detailed keyword, landing page, etc. data #thinkppc
    8. 8. Competitor Research SPYFU Compare your PPC reach to your competitor’s #thinkppc
    9. 9. Competitor Research AUCTION INSIGHTS Detailed information on important metrics in the AdWords interface #thinkppc
    10. 10. Dayparting – Get Ahead While Competitors Sleep In one case-study Dayparting was able to increase ROAS by 5X. Volume can suffer so keep big picture goals in mind. #thinkppc
    11. 11. Dayparting - By Device *Image: featuring comScore data #thinkppc
    12. 12. Another Year of Mobile #thinkppc
    13. 13. Another Year of Mobile Case Study: Mobile Specific Ads Had 19% Higher CTR #thinkppc
    14. 14. Ad Extensions Easy way to increase CTR, increase traffic during slow times! Probably new stuff since the last time you checked… Case study showed 64% increase in CTR, which led to a 17% decrease in CPC through increasing QS. The newest one! Hard to get approved, but adds lots of credibility! #thinkppc
    15. 15. Live Poll Question #3 What is your biggest post holiday worry for your ppc account? #thinkppc a) b) c) d) Strategic Planning Ideas. Volume. Achieving Target KPIs. Other. #thinkppc
    16. 16. PLA - 2014 Key Updates • • • • New PLA Layout in SERPs Google Shopping Campaigns Local PLA Data Feeds Mobile PLA Updates #thinkppc
    17. 17. PLA - New Layout #thinkppc
    18. 18. PLA – PLA Goes Local #thinkppc
    19. 19. Branding Invest in your brand during the slow times to increase sales and boost your seasonal times. CASE STUDY • Target demo of women age 45+ • Invested in newspaper circulars during “off” time at the beginning of the summer. • First year w/o, 2013, decrease in branded revenue during peak time of 33% #thinkppc
    20. 20. Branding Lots of new, quality targeting features. Target search keywords, topics, interests, demos… Target topics, affinity categories, search companions, interests, keywords, similar users, demos… Custom and look-a-like audiences… #thinkppc
    21. 21. Facebook - Custom Audience Target Custom Audiences Based by uploading Phone Numbers, Email, or UIDs! #thinkppc
    22. 22. Facebook - Lookalike Audience Once you’ve created a custom audience, target user profiles that Lookalike or are Similar to your custom audience. Facebook claims “online travel site saw 70% lower CPA” #thinkppc
    23. 23. Google rep touch-base Ask about… • Gap analysis report • Beta opportunities • Strategy ideas #thinkppc
    24. 24. Remarketing - Retargeting Not Just for AdWords! • AdRoll • Facebook Newsfeed Retargeting • Remarketing For Search • Google Analytics Lists • Place Pixels Now! #thinkppc
    25. 25. Remarketing – Google Analytics #thinkppc
    26. 26. Need Help? Would you like help with your PPC accounts and management? I’m interested in: o PPC Management: We handle the day-to-day management of your PPC account. o Account Audit: We review your account for optimizations. o PPC Retainer: We handle only specific needs within your account. o FREE Solutions Blueprint: We look at your account and provide analysis and consultation (For accounts with $20K+ in adspend). #thinkppc
    27. 27. Live Q&A Time! #thinkppc
    28. 28. Have more questions? Thank you for attending our webinar! #thinkppc • Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in adspend): • Or Contact us Directly: • Webinar Feedback: #thinkppc