The Holidays come and go quickly - learn the tricks to managing your ads, budgets, and making the most of the busiest time of the year!

2. Senior Data Scientist at
Wordstream
4 Years in Paid Search
Voted the 14th Most Influential
PPC Expert of 2016
Favorite Holiday: Christmas!

3. Black Friday Is Only
3 Weeks Away!

4. When do people start their Holiday Shopping? (2015 NRF Data)
39.8%
41.5%
18.7%
More than 80% of People Begin Holiday
Shopping Before December
Before Halloween
November
December

5. #1:
Start Planning NOW!

6. Start by
knowing
your
Budget!

7. Look at Last Year’s Data
First, look at the total spend increase from the holidays last year – here we see spend doubled
in November & December!
Also, be sure to look at Impression share lost due to budget from last year – here we see that
these campaigns were even restricted by budget last year – They could have spent another
$15k in December!

8. Check out Google Trends!
Google Trends is a free
tool to monitor search
interest for a given search
terms and categories.
www.Google.com/Trends Look out for spikes in searches
around the holidays!

9. Know Your Promotions!

10. Important Dates

11. Thanksgiving
Dilemma:
 Spend time with
friends & family
-or-
 Launch Black Friday
ads

12. Write your Ad in Advance!

13. Schedule your Ads to Run & Pause

14. You Can Even Schedule your Budgets!

15. You Can Even Schedule your Budgets!
Strict budget? Create an account budget
within the Billings setting and your
campaigns will automatically pause once
they spend that budget!

16. #2:
Write NEW Ads

17. The Ads You Wrote for the Past 16
Years:

18. Meet Expanded Text Ads!
30-character limit (+5!)
NEW! 30-character headline
NEW! 15- character URL paths
80-character description section (+10!)

19. NEW
Expanded Text Ads
are 47% BIGGER!!

20. Which Ad Would You Click On?

21. ETAs can improve your CTR drastically!

22. ETAs also now on Bing Ads too

23. Your
Standard Ads
will
DISAPPEAR
soon!

24. Slow pace
Last day
to edit
standard
text ads is
January
31, 2017
Expanded Text Ads only afterwards…

25. Avoid Making Newbie Mistakes

26. Learn best practices for
NEW Expanded Text Ads:
http://marketing.wordstream.com/WSC
ontentDLETAGuideWebsite.html

27. Write NEW Ads!
Bad
Google!

28. Try NEW Ad Copy
400% Higher
CTR!

29. #3:
Take Advantage of NEW
Ways to Convert

30. Conversion Rates SKYROCKET during
the Holidays!

31. New Ads! Great!
Expanded Text Ads!

32. Expand your reach on the SERP w Shopping

33. Expand your reach on the SERP w Shopping
1 Paid Search
Listing
1 Organic
Search Listing
6 Shopping Ad
Listings!

34. Call Extensions & Click to Call
Call Extension Click to call campaign
• Allows users to visit website or call
• Shows on all devices
• Only allows users to call
• Only shows on mobile

35. NEW Text Message Extension

36. New Text Message Extension
Service
businesses:
• Schedule an
appointment
• Schedule a call
back
• Request support
Retailers:
• Subscribe for
offers &
sales!

37. Location Extensions & NEW Affiliate
Location Extensions
Location Extensions NEW Affiliate Location Extensions
• Shows local searchers where they
can visit your store
• Shows local searchers where they can buy
your product at other local stores

38. Location Extensions & NEW Affiliate
Location Extensions

39. Expand on to Bing!

40. Expand on to Facebook & Instagram
Calculate the opportunity your business has on Facebook:
http://www.wordstream.com/facebook-advertising
With over 1 billion active daily users,
your customers are on Facebook &
Instagram!
Best of all, many of these users are only
reachable via social ads because
adblockers don’t stop ads on Facebook &
Instagram!

41. #4:
Use RLSA & Customer Match
to Convert Holiday Shoppers

42. Slide of me being lost

43. Holiday Shoppers may be a New Audience
to your Site!

44. Gift Shoppers Spend More Time Searching
& Researching Before Converting

45. Use RLSA to Reach More Returning Traffic

46. Better Audiences = Better Conversion Rates!
Source: 928 Wordstream Clients using remarketing audiences & proper
conversion tracking, January 2015

47. Customer Match is the Best!
Source: 28 Wordstream Clients using Customer Match Lists & proper
conversion tracking, January 2015
Google’s Customer Match boasts
some of the best conversion rates in
the industry!
Reuse your email marketing lists
for customer match audiences!

48. #5:
Plan for January during
the Holidays

51. January can really
SUCK!
(But it doesn’t have to!)

52. 56%Of Holiday Shoppers will
splurge on themselves
AFTER the Holidays

53. Use Remarketing to Bring Them Back to You!

54. Add Facebook & Instagram to Your
Remarketing Strategy
Facebook and Instagram
remarketing allows you to
reach users on all their
connected devices
And users can’t block social
ads with adblockers!

55. Ad Exposure Increases CVR

56. Recap
1. Start Planning NOW!
2. Write NEW Ads!
3. Take Advantage of NEW Ways to Convert!
4. Use RLSA & Customer Match to Convert Holiday
Shoppers!
5. Set up Remarketing to Keep the Momentum even
After the Holidays!