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Prioritize Your Holiday PPC Efforts

  1. 1. PRIORITIZE YOUR HOLIDAY PPC EFFORTS MATT UMBRO, OCTOBER 2, 2014
  2. 2. INTRODUCTION MATT UMBRO SENIOR ACCOUNT MANAGER, COMMUNITY @ HANAPIN MARKETING PPCCHAT FOUNDER @Matt_Umbro @Matt_Umbro #SMX #31D
  3. 3. HOLIDAY SEASON ALREADY? @Matt_Umbro #SMX #31D
  4. 4. AGENDA • WHAT WE’RE IN FOR • SHOPPING • REMARKETING • TEXT ADS • DYNAMIC SEARCH ADS • TIPS & TRICKS @Matt_Umbro #SMX #31D
  5. 5. WHAT WE’RE IN FOR ACCORDING TO RKG’S Q4 2013 REPORT: • CYBER MONDAY SAW THE LARGEST U.S. ONLINE SALES DAY IN HISTORY • GOOGLE PLAS ACCOUNTED FOR 23% OF ALL GOOGLE PAID SEARCH TRAFFIC • GOOGLE PAID SEARCH SPEND INCREASED 19% Y/Y • BING PAID SEARCH SPEND INCREASED 43% Y/Y @Matt_Umbro #SMX #31D
  6. 6. WHAT WE’RE IN FOR @Matt_Umbro #SMX #31D
  7. 7. SHOPPING @Matt_Umbro #SMX #31D
  8. 8. SHOPPING @Matt_Umbro #SMX #31D
  9. 9. SHOPPING #SMX #31D PRODUCT RATINGS GOOGLE TRUSTED STORE MERCHANT PROMOTIONS @Matt_Umbro
  10. 10. SHOPPING @Matt_Umbro #SMX #31D
  11. 11. TAKEAWAYS • GET IN THE MINDSET THAT SEARCHERS WILL ALWAYS SEE THE PLAS FIRST • DISTINGUISH YOUR PLAS WITH PRODUCT RATINGS, MERCHANT PROMOTIONS, AND THE GOOGLE TRUSTED STORE BADGE • DETERMINE IF THE SEARCH PARTNER NETWORK IS RIGHT FOR YOUR PLAS • DON’T FORGET BING PRODUCT ADS @Matt_Umbro #SMX #31D
  12. 12. REMARKETING @Matt_Umbro #SMX #31D
  13. 13. REMARKETING #SMX #31D Dynamic Text Ad Dynamic Image Ad @Matt_Umbro
  14. 14. REMARKETING #SMX #31D MANAGED PLACEMENT THRESHOL D TIMED @Matt_Umbro
  15. 15. REMARKETING @Matt_Umbro #SMX #31D
  16. 16. REMARKETING @Matt_Umbro #SMX #31D
  17. 17. REMARKETING @Matt_Umbro #SMX #31D
  18. 18. REMARKETING @Matt_Umbro #SMX #31D
  19. 19. TAKEAWAYS • UTILIZE BOTH DYNAMIC IMAGE AND TEXT ADS IN THEIR OWN AD GROUPS • TURN OFF FREQUENCY CAPPING • RDSA CAMPAIGNS PROVIDE ANCILLARY REVENUE AT LOW COSTS • CONTINUALLY TEST DIFFERENT AUDIENCES @Matt_Umbro #SMX #31D
  20. 20. TEXT ADS @Matt_Umbro #SMX #31D
  21. 21. TEXT ADS #SMX #31D SITELINKS EXTENSION URL IN HEADLINE REVIEW EXTENSION SELLER RATINGS EXTENSION GOOGLE+ FOLLOWERS SITELINKS EXTENSION @Matt_Umbro
  22. 22. TEXT ADS @Matt_Umbro #SMX #31D
  23. 23. TEXT ADS @Matt_Umbro #SMX #31D
  24. 24. TAKEAWAYS • UTILIZE ALL APPLICABLE EXTENSIONS • AT LEAST ONE AD IN EVERY AD GROUP SHOULD BE WRITTEN WITH THE EXTENDED HEADLINE IN MIND • SCRIPTS AND AD CUSTOMIZERS = ATTENTION GRABBERS @Matt_Umbro #SMX #31D
  25. 25. DYNAMIC SEARCH ADS @Matt_Umbro #SMX #31D
  26. 26. DYNAMIC SEARCH ADS #SMX #31D *Image from http://adwords.blogspot.com/ @Matt_Umbro
  27. 27. DYNAMIC SEARCH ADS @Matt_Umbro #SMX #31D
  28. 28. DYNAMIC SEARCH ADS @Matt_Umbro #SMX #31D
  29. 29. TAKEAWAYS • ACCEPT THAT DSAS WILL BRING IN SOME UNQUALIFIED TRAFFIC • SET LOW BIDS – LOWER THAN ALL OTHER AD GROUPS • DSA CONVERSION RATE WILL BE LOW – BUT SO WILL COST PER CONVERSION • LIBERALLY EXCLUDE TARGETS AND KEYWORDS @Matt_Umbro #SMX #31D
  30. 30. AUTOMATION @Matt_Umbro #SMX #31D
  31. 31. AUTOMATION @Matt_Umbro #SMX #31D
  32. 32. AUTOMATION #SMX #31D SCHEDULE YOUR ADS TO START RUNNING… …AND SCHEDULE YOUR ADS TO PAUSE @Matt_Umbro
  33. 33. AUTOMATION @Matt_Umbro #SMX #31D
  34. 34. TAKEAWAYS • WRITE HOLIDAYS ADS NOW AND UTILIZE LABELS • SCHEDULE HOLIDAYS ADS NOW • SETUP AUTOMATED RULES TO INCREASE BIDS ON PROFITABLE TERMS • CONSIDER TESTING TARGET CPA FLEXIBLE BIDDING STRATEGY @Matt_Umbro #SMX #31D
  35. 35. THANK YOU MATT.UMBRO@HANAPINMARKETING.COM #SMX #31D @Matt_Umbro @Matt_Umbro
  • bakedwheat

    Oct. 5, 2014

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