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6 Tips for Maximizing Your Holiday PPC Ad PerformanceStrategies for staying one step ahead of the restDial: +1 (312) 878-0...
Housekeeping Items Are the slides available?    Yes! Please email ppc@webmarketing123.com We want to hear from you!   ...
Webinar Agenda    Why is PPC Important for the Holidays?1   Take advantage of the season for the height of retail spending...
Webinar Agenda    Why is PPC Important for the Holidays?1   Take advantage of the season for the height of retail spending...
1 Why is PPC important for the Holidays? Online retail sales exceeded $1 billion on Black Friday through Cyber Monday in 2...
1 Why is PPC Important for the Holidays? Nov/Dec holiday season generated $32.6 billion in retail ecommerce• Creates uniqu...
Webinar Agenda    Why is PPC Important for the Holidays?1   Take advantage of the season for the height of retail spending...
2 What is the Right Timing?    Know your audienceRetail•   Be ready for the Thanksgiving & Cyber    Monday shopping rush  ...
2 What is the Right Timing?    Know your audienceRetail•   Plan for spikes all the way up to the weekend before Christmas ...
2 What is the Right Timing?    Know your audienceTravel•   Last-minute travel                              #wm123         ...
2 What is the Right Timing?  Plan ahead!Shop.org’s eHoliday study:• 40% of retailers plan to have their holiday ads up by ...
2 What is the Right Timing?   Maintain active presence at the apex of the buying season• Be sure to maintain your presence...
Webinar Agenda    Why is PPC Important for the Holidays?1   Take advantage of the season for the height of retail spending...
3 Landing Page Copy Best Practices   Correlation between copy quality and copy effectivenessDo:• Optimize landing pages fo...
3 How Can You Compete Effectively?     Be aware of your competitors and their strategies• Regular competitors will get  mo...
3 How Can You Compete Effectively? Be aware of your competitors and their strategies                                      ...
3 How Can You Compete Effectively?     B2B businesses will see similar behaviors in early Q1• If a competitor is going to ...
3 How Can You Compete Effectively? Keep an eye on your competition and differentiate yourself What offers are they running...
3 Offers & Sales Tips for Retail Be clear and concise in your offer • Simplify your promotion • Avoid complicated promotio...
3 Offers & Sales Tips for Retail Be creative and unique in your offer                                        • Gift cards ...
3 Offers & Sales Tips for B2B In January, prepare for new customers with new budgets looking for new business solutions • ...
3 Offers & Sales Tips in Social Media  Refine your social media strategies and social PPC ads• Start the conversation with...
Webinar Agenda    Why is PPC Important for the Holidays?1   Take advantage of the season for the height of retail spending...
4 Landing Page Best Practices Attract attention with a gift finder landing page                                           ...
4 Ad Copy Best Practices      Appeal to the holiday intent of your users• Keep ads up to date and relevant• Be clear when ...
4 Keyword Best Practices Keep specific holiday terms separate from your regular keywords  • Separate branded and terms fro...
4 Keyword Best Practices Regularly update your negative keywords • Check query reports often to ensure that you are not wa...
4 Keyword Best Practices                           • Check historical KW reports to                             see where ...
4 Budgeting Using Website Analytics  Step One: Expand view to a full year of accurate visitor data• Look for seasonal tren...
4 Budgeting Using Website Analytics  Step Two: Export data into spreadsheet                    Method adopted from: http:/...
4 Budgeting Using Website Analytics  Step Two: Export data into spreadsheet                    Method adopted from: http:/...
4 Budgeting Using Website Analytics  Step Two: Export data into spreadsheet    Visits from Specific Month                 ...
4 Budgeting Using Website Analytics     Step Two: Export data into spreadsheetVisits from Specific Month                  ...
Webinar Agenda    Why is PPC Important for the Holidays?1   Take advantage of the season for the height of retail spending...
5 Budget Management Control your budget with bid management and campaign optimization                                   • ...
5 Tips for Seasonal Budget Management     Best practices for budgeting for seasonality                                    ...
5 Tips for Seasonal Budget Management        Online attribution management tools can close the loop from first        touc...
5 More Food for Thought…Take advantage of ad scheduling to avoid late-night ad copy changes•   Put your ads live as soon a...
Thank You!
Register for a Customized PPC Analysis Today!    PPC Campaign Tune-Up:     Boost CTR & Quality Score: Are your ads as com...
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Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

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Transcript of "Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011"

  1. 1. 6 Tips for Maximizing Your Holiday PPC Ad PerformanceStrategies for staying one step ahead of the restDial: +1 (312) 878-0211Access Code: 310-190-550 @webmarketing123 @bradleywjoe #wm123
  2. 2. Housekeeping Items Are the slides available?  Yes! Please email ppc@webmarketing123.com We want to hear from you!  @webmarketing123  #wm123  facebook.com/webmarketing123 Want to learn more?  Contact us for a complimentary paid search analysis. Details at end of webinar. #wm123 @bradleywjoe
  3. 3. Webinar Agenda Why is PPC Important for the Holidays?1 Take advantage of the season for the height of retail spending What is the Right Timing?2 Understand your target audience for B2B and B2C sales How Can You Compete Effectively?3 Optimize your B2B or B2C offers against your competition How Will You Optimize Keywords & Landing Pages?4 Be clear with your product offers, shipping timing, and pricing to boost incentive How Should You Manage The Budget?5 Monitor bid management and campaign optimization for best results #wm123 @bradleywjoe
  4. 4. Webinar Agenda Why is PPC Important for the Holidays?1 Take advantage of the season for the height of retail spending What is the Right Timing?2 Understand your target audience for B2B and B2C sales How Can You Compete Effectively?3 Optimize your B2B or B2C offers against your competition How Will You Optimize Keywords & Landing Pages?4 Be clear with your product offers, shipping timing, and pricing to boost incentive How Should You Manage The Budget?5 Monitor bid management and campaign optimization for best results #wm123 @bradleywjoe
  5. 5. 1 Why is PPC important for the Holidays? Online retail sales exceeded $1 billion on Black Friday through Cyber Monday in 2010 #wm123 @bradleywjoe
  6. 6. 1 Why is PPC Important for the Holidays? Nov/Dec holiday season generated $32.6 billion in retail ecommerce• Creates unique position for B2B new year spending #wm123 @bradleywjoe
  7. 7. Webinar Agenda Why is PPC Important for the Holidays?1 Take advantage of the season for the height of retail spending What is the Right Timing?2 Understand your target audience for B2B and B2C sales How Can You Compete Effectively?3 Optimize your B2B or B2C offers against your competition How Will You Optimize Keywords & Landing Pages?4 Be clear with your product offers, shipping timing, and pricing to boost incentive How Should You Manage The Budget?5 Monitor bid management and campaign optimization for best results #wm123 @bradleywjoe
  8. 8. 2 What is the Right Timing? Know your audienceRetail• Be ready for the Thanksgiving & Cyber Monday shopping rush #wm123 @bradleywjoe
  9. 9. 2 What is the Right Timing? Know your audienceRetail• Plan for spikes all the way up to the weekend before Christmas #wm123 @bradleywjoe
  10. 10. 2 What is the Right Timing? Know your audienceTravel• Last-minute travel #wm123 @bradleywjoe
  11. 11. 2 What is the Right Timing? Plan ahead!Shop.org’s eHoliday study:• 40% of retailers plan to have their holiday ads up by Halloween• Another 40% plan to be up in the first week of November #wm123 @bradleywjoe
  12. 12. 2 What is the Right Timing? Maintain active presence at the apex of the buying season• Be sure to maintain your presence on Christmas and through New Years• More than 2/3 of consumers say they will be giving a gift card as a present #wm123 @bradleywjoe
  13. 13. Webinar Agenda Why is PPC Important for the Holidays?1 Take advantage of the season for the height of retail spending What is the Right Timing?2 Understand your target audience for B2B and B2C sales How Can You Compete Effectively?3 Optimize your B2B or B2C offers against your competition How Will You Optimize Keywords & Landing Pages?4 Be clear with your product offers, shipping timing, and pricing to boost incentive How Should You Manage The Budget?5 Monitor bid management and campaign optimization for best results #wm123 @bradleywjoe
  14. 14. 3 Landing Page Copy Best Practices Correlation between copy quality and copy effectivenessDo:• Optimize landing pages for a better user experience• Optimize for quality score to ensure the highest efficiency in your campaigns• Plan your ad copy and landing page tests #wm123 @bradleywjoe
  15. 15. 3 How Can You Compete Effectively? Be aware of your competitors and their strategies• Regular competitors will get more aggressive• New competitors will appear in the auction• Increased pressure in the auction will cause CPCs to increase• Increased CPCs will drive up costs that are already impacted by additional volume #wm123 @bradleywjoe
  16. 16. 3 How Can You Compete Effectively? Be aware of your competitors and their strategies • Keep quality score high to increase efficiency • Watch you minimum bids, don’t get knocked off the first page #wm123 @bradleywjoe
  17. 17. 3 How Can You Compete Effectively? B2B businesses will see similar behaviors in early Q1• If a competitor is going to launch a new online marketing initiative, it is most likely to happen with the new year• Plan ahead and capitalize on the opportunity for strong new leads #wm123 @bradleywjoe
  18. 18. 3 How Can You Compete Effectively? Keep an eye on your competition and differentiate yourself What offers are they running? • Check their search and banner ads • Look at their websites and landing pages • Be sure your unique value is truly unique #wm123 @bradleywjoe
  19. 19. 3 Offers & Sales Tips for Retail Be clear and concise in your offer • Simplify your promotion • Avoid complicated promotions that don’t add value • Consider promotions of convenience over promises of cash • Last minute express shipping can have far more value than a rebate #wm123 @bradleywjoe
  20. 20. 3 Offers & Sales Tips for Retail Be creative and unique in your offer • Gift cards are a great way to guarantee a later sale and savior to the late shopper • Donating a dollar to your favorite charity for every x dollars spent is a great way to give back while involving the customer #wm123 @bradleywjoe
  21. 21. 3 Offers & Sales Tips for B2B In January, prepare for new customers with new budgets looking for new business solutions • Make whitepapers and promotional videos easily accessible on your site • Call out free trials & downloads or online demos • Test new promotions to find what resonates with your audience Courtesy of HubSpot #wm123 @bradleywjoe
  22. 22. 3 Offers & Sales Tips in Social Media Refine your social media strategies and social PPC ads• Start the conversation with your customers at the research portion of the funnel• Anticipate comparison shopping Courtesy of Wildfire app #wm123 @bradleywjoe
  23. 23. Webinar Agenda Why is PPC Important for the Holidays?1 Take advantage of the season for the height of retail spending What is the Right Timing?2 Understand your target audience for B2B and B2C sales How Can You Compete Effectively?3 Optimize your B2B or B2C offers against your competition How Will You Optimize Keywords & Landing Pages?4 Be clear with your product offers, shipping timing, and pricing to boost incentive How Should You Manage The Budget?5 Monitor bid management and campaign optimization for best results #wm123 @bradleywjoe
  24. 24. 4 Landing Page Best Practices Attract attention with a gift finder landing page • Be clear with your shipping deadlines • Make the experience as painless as possible • Make sure your offers and promotions are clear and prominent #wm123 @bradleywjoe
  25. 25. 4 Ad Copy Best Practices Appeal to the holiday intent of your users• Keep ads up to date and relevant• Be clear when reflecting your offers• Don’t try to fit too much information into one ad• Differentiate from your competitors #wm123 @bradleywjoe
  26. 26. 4 Keyword Best Practices Keep specific holiday terms separate from your regular keywords • Separate branded and terms from your generic terms Generic Branded #wm123 @bradleywjoe
  27. 27. 4 Keyword Best Practices Regularly update your negative keywords • Check query reports often to ensure that you are not wasting precious budget on unqualified traffic • A good negative keyword strategy can save thousands of dollars! #wm123 @bradleywjoe
  28. 28. 4 Keyword Best Practices • Check historical KW reports to see where you should increase or decrease bids • Utilize search query reports for keyword expansion and negative keywords • Google Trends to gauge seasonal lifts rends • Google Insights for Search to inform geo-targeting #wm123 @bradleywjoe
  29. 29. 4 Budgeting Using Website Analytics Step One: Expand view to a full year of accurate visitor data• Look for seasonal trends• Inspect what you expect Method adopted from: http://searchengineland.com/how-analytics-can-help- #wm123 balance-your-annual-search-advertising-budget-90723 @bradleywjoe
  30. 30. 4 Budgeting Using Website Analytics Step Two: Export data into spreadsheet Method adopted from: http://searchengineland.com/how-analytics-can-help- #wm123 balance-your-annual-search-advertising-budget-90723 @bradleywjoe
  31. 31. 4 Budgeting Using Website Analytics Step Two: Export data into spreadsheet Method adopted from: http://searchengineland.com/how-analytics-can-help- #wm123 balance-your-annual-search-advertising-budget-90723 @bradleywjoe
  32. 32. 4 Budgeting Using Website Analytics Step Two: Export data into spreadsheet Visits from Specific Month Total Yearly PPC Budget Total Visits for Year Method adopted from: http://searchengineland.com/how-analytics-can-help- #wm123 balance-your-annual-search-advertising-budget-90723 @bradleywjoe
  33. 33. 4 Budgeting Using Website Analytics Step Two: Export data into spreadsheetVisits from Specific Month Total Yearly Adjusted PPC budget for PPC Budget specific month Total Visits for Year Method adopted from: http://searchengineland.com/how-analytics-can-help- #wm123 balance-your-annual-search-advertising-budget-90723 @bradleywjoe
  34. 34. Webinar Agenda Why is PPC Important for the Holidays?1 Take advantage of the season for the height of retail spending What is the Right Timing?2 Understand your target audience for B2B and B2C sales How Can You Compete Effectively?3 Optimize your B2B or B2C offers against your competition How Will You Optimize Keywords & Landing Pages?4 Be clear with your product offers, shipping timing, and pricing to boost incentive How Should You Manage The Budget?5 Monitor bid management and campaign optimization for best results #wm123 @bradleywjoe
  35. 35. 5 Budget Management Control your budget with bid management and campaign optimization • Daily budget caps are a safe guard against over-spending, not to be used for budget management • Campaigns that reach their limit early in the day run the risk of losing impression and market share when not serving #wm123 @bradleywjoe
  36. 36. 5 Tips for Seasonal Budget Management Best practices for budgeting for seasonality Conversions Conversion Rate Total Clicks • Don’t manage budgets by pausing high spending ads and keywords • Pausing keywords can lead to missed conversions • Conversion rates and quality scores are not affected by bidding to lower positions • Quality of traffic is based on conversion rates, not volume #wm123 @bradleywjoe
  37. 37. 5 Tips for Seasonal Budget Management Online attribution management tools can close the loop from first touch to closed dealAllows for 360 tracking from initial keyword search to closed opportunity by uncovering data from Analytics and CRM into unified view. #wm123 @bradleywjoe
  38. 38. 5 More Food for Thought…Take advantage of ad scheduling to avoid late-night ad copy changes• Put your ads live as soon as promotions start• Leave them running until the last minute the offer is valid• Avoid manual midnight updates• Functionality is available from most publishers and 3rd party tracking solutionsDon’t leave holiday messaging running into spring or summer months• This implies that your campaigns are out of date and that your site is not current or relevant #wm123 @bradleywjoe
  39. 39. Thank You!
  40. 40. Register for a Customized PPC Analysis Today! PPC Campaign Tune-Up:  Boost CTR & Quality Score: Are your ads as competitive as they could be? We use proven techniques to increase the effectiveness of your ads.  Speak to the Right Audience: You might be attracting the wrong audience and wasting budget. Pre-qualify your audience and only spend money on qualified visitors.  Opportunity Analysis: You could be capturing additional revenue with just a few clicks of the mouse. Our analysis reveals the hidden gems of opportunity that exist within your campaigns.  Increase Your ROI: Nearly every PPC account has wasted ad spend. Our recommendations eliminate waste immediately and focus your marketing dollars where it counts. Contact Us: ppcanalysis@webmarketing123.com #wm123 @bradleywjoe
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