Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011
 

Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

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

  • 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
  • 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
  • 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
  • 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
  • 1 Why is PPC important for the Holidays? Online retail sales exceeded $1 billion on Black Friday through Cyber Monday in 2010 #wm123 @bradleywjoe
  • 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
  • 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
  • 2 What is the Right Timing? Know your audienceRetail• Be ready for the Thanksgiving & Cyber Monday shopping rush #wm123 @bradleywjoe
  • 2 What is the Right Timing? Know your audienceRetail• Plan for spikes all the way up to the weekend before Christmas #wm123 @bradleywjoe
  • 2 What is the Right Timing? Know your audienceTravel• Last-minute travel #wm123 @bradleywjoe
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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 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
  • 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
  • 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
  • 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
  • Thank You!
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