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PRIORITIZE YOUR HOLIDAY PPC EFFORTS 
MATT UMBRO, OCTOBER 2, 2014
INTRODUCTION 
MATT UMBRO 
SENIOR ACCOUNT MANAGER, 
COMMUNITY @ HANAPIN MARKETING 
PPCCHAT FOUNDER 
@Matt_Umbro 
@Matt_Umbr...
HOLIDAY SEASON 
ALREADY? 
@Matt_Umbro #SMX #31D
AGENDA 
• WHAT WE’RE IN FOR 
• SHOPPING 
• REMARKETING 
• TEXT ADS 
• DYNAMIC SEARCH ADS 
• TIPS & TRICKS 
@Matt_Umbro #SM...
WHAT WE’RE IN FOR 
ACCORDING TO RKG’S Q4 2013 REPORT: 
• CYBER MONDAY SAW THE LARGEST U.S. ONLINE 
SALES DAY IN HISTORY 
•...
WHAT WE’RE IN FOR 
@Matt_Umbro #SMX #31D
SHOPPING 
@Matt_Umbro #SMX #31D
SHOPPING 
@Matt_Umbro #SMX #31D
SHOPPING 
#SMX #31D 
PRODUCT 
RATINGS 
GOOGLE 
TRUSTED 
STORE 
MERCHANT 
PROMOTIONS 
@Matt_Umbro
SHOPPING 
@Matt_Umbro #SMX #31D
TAKEAWAYS 
• GET IN THE MINDSET THAT SEARCHERS WILL 
ALWAYS SEE THE PLAS FIRST 
• DISTINGUISH YOUR PLAS WITH PRODUCT RATIN...
REMARKETING 
@Matt_Umbro #SMX #31D
REMARKETING 
#SMX #31D 
Dynamic 
Text Ad 
Dynamic 
Image Ad 
@Matt_Umbro
REMARKETING 
#SMX #31D 
MANAGED PLACEMENT 
THRESHOL 
D 
TIMED 
@Matt_Umbro
REMARKETING 
@Matt_Umbro #SMX #31D
REMARKETING 
@Matt_Umbro #SMX #31D
REMARKETING 
@Matt_Umbro #SMX #31D
REMARKETING 
@Matt_Umbro #SMX #31D
TAKEAWAYS 
• UTILIZE BOTH DYNAMIC IMAGE AND TEXT ADS IN 
THEIR OWN AD GROUPS 
• TURN OFF FREQUENCY CAPPING 
• RDSA CAMPAIG...
TEXT ADS 
@Matt_Umbro #SMX #31D
TEXT ADS 
#SMX #31D 
SITELINKS 
EXTENSION 
URL IN 
HEADLINE 
REVIEW 
EXTENSION 
SELLER 
RATINGS 
EXTENSION 
GOOGLE+ 
FOLLO...
TEXT ADS 
@Matt_Umbro #SMX #31D
TEXT ADS 
@Matt_Umbro #SMX #31D
TAKEAWAYS 
• UTILIZE ALL APPLICABLE EXTENSIONS 
• AT LEAST ONE AD IN EVERY AD GROUP SHOULD 
BE WRITTEN WITH THE EXTENDED H...
DYNAMIC SEARCH ADS 
@Matt_Umbro #SMX #31D
DYNAMIC SEARCH ADS 
#SMX #31D 
*Image 
from 
h,p://adwords.blogspot.com/ 
@Matt_Umbro
DYNAMIC SEARCH ADS 
@Matt_Umbro #SMX #31D
DYNAMIC SEARCH ADS 
@Matt_Umbro #SMX #31D
TAKEAWAYS 
• ACCEPT THAT DSAS WILL BRING IN SOME 
UNQUALIFIED TRAFFIC 
• SET LOW BIDS – LOWER THAN ALL OTHER AD 
GROUPS 
•...
AUTOMATION 
@Matt_Umbro #SMX #31D
AUTOMATION 
@Matt_Umbro #SMX #31D
AUTOMATION 
#SMX #31D 
SCHEDULE YOUR 
ADS TO START 
RUNNING… 
…AND 
SCHEDULE YOUR 
ADS TO PAUSE 
@Matt_Umbro
AUTOMATION 
@Matt_Umbro #SMX #31D
TAKEAWAYS 
• WRITE HOLIDAYS ADS NOW AND UTILIZE LABELS 
• SCHEDULE HOLIDAYS ADS NOW 
• SETUP AUTOMATED RULES TO INCREASE B...
THANK YOU 
MATT.UMBRO@HANAPINMARKETING.COM 
#SMX #31D 
@Matt_Umbro 
@Matt_Umbro
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Prioritize Your Holiday PPC Efforts By Matt Umbro

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From the SMX East 2014 Conference in New York City, NY. SESSION: Merchandising & Search Marketing For The Holidays . PRESENTATION: Prioritize Your Holiday PPC Efforts - Given by Matthew Umbro, @Matt_Umbro, Sr. Account Manager, Community - Hanapin Marketing. #SMX #31D

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Prioritize Your Holiday PPC Efforts By Matt Umbro

  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 h,p://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

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