Using Coupons to Catapult Your PPC Strategy


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A look into using coupons as part of your paid search strategy.

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Using Coupons to Catapult Your PPC Strategy

  1. 2. <ul><li>Intro </li></ul><ul><li>Overview of Coupons </li></ul><ul><li>Overview of Shopping Landscape </li></ul><ul><li>Components of a Good Coupon Campaign </li></ul><ul><li>Case Study on Coupons </li></ul><ul><li>Coupons and SEO </li></ul><ul><li>About Trada </li></ul>Hashtag is #CouponsinPPC
  2. 3. Elaine Ellis Trada Social Media/Marketing Manager Matt Hessler Trada Account Director Hashtag is #CouponsinPPC
  3. 4. <ul><li>There are Two Types of Coupons: </li></ul><ul><li>Brick and mortar coupons </li></ul><ul><li>Web-based coupons </li></ul><ul><li>What is the right fit for your company? </li></ul>
  4. 5. Over the last two consecutive years (2009, 2010), e-Commerce has grown 11 % compared to only 2-2.5% for US retail overall . <ul><li>e-Commerce only accounted for 7% of total US shopping in 2010 . </li></ul><ul><li>While 93% of US Retail Shopping was in-store, 42% of these sales were driven by online searches . </li></ul><ul><li>The U.S. online-research to offline-buying market was estimated at: </li></ul><ul><ul><li>$917 billion in 2010. </li></ul></ul><ul><ul><li>More than $1 trillion in 2011. </li></ul></ul>
  5. 6. Google Shopping results show top online merchants.
  6. 7. Google Shopping also incorporates local vendors that stock your searched for product.
  7. 8. Coupons leverage the #1 reason shoppers come online (deal shopping) with the offline shopping experience they’re familiar with. <ul><li>, the biggest of coupon sites. </li></ul><ul><ul><li>Alexa ranks it #315 most popular site in the U.S. </li></ul></ul><ul><ul><li>Compete claims over 11.6M unique visitors per month. </li></ul></ul><ul><li>Over 26 million Google searches/month for the top 20 coupon keywords. </li></ul>
  8. 12. <ul><li>Coupons make your campaign actionable. </li></ul><ul><ul><li>Turn a branding campaign into a performance marketing campaign. </li></ul></ul><ul><ul><li>Collect email addresses for additional marketing efforts. </li></ul></ul><ul><ul><li>Successfully driving offline purchases can justify SEM spend. </li></ul></ul>
  9. 13. <ul><li>Coupons make your SEM efforts more impactful. </li></ul><ul><ul><li>Offering a coupon in ad copy can increase ad CTR. </li></ul></ul><ul><ul><li>Use additional long-tail keywords to attract the coupon shopping audience. </li></ul></ul>- CTR 1.17% - CTR 8.04%
  10. 14. <ul><li>A Bad Economy is Good for Coupon Usage! </li></ul><ul><ul><li>3.3 Billion coupons were redeemed – up 27% since 2008. </li></ul></ul><ul><ul><li>2009 was the first time year over year coupon usage rose since 1992. </li></ul></ul><ul><ul><li>Distribution is at a record high with 367 billion coupons distributed. </li></ul></ul><ul><ul><li>Average coupon face value is $1.44. </li></ul></ul><ul><li>Internet Coupons Are Here to Stay! </li></ul><ul><ul><li>Internet coupon distribution was up 92% in 2010. </li></ul></ul><ul><ul><li>Internet coupon redemption up 360%. </li></ul></ul>** Inmar Comprehensive Coupon Report
  11. 15. <ul><li>Among women ages 18–34, four out of ten online shoppers use coupon sites to find deals when shopping. </li></ul><ul><li>For the general population, 27% use coupon sites to find deals online. </li></ul><ul><li>39 percent of online coupon website users are impulse buyers. </li></ul><ul><li>82 percent of online shoppers reported that they are more loyal to businesses that offer regular discounts. </li></ul><ul><li>*Harris Interactive Study </li></ul>
  12. 16. <ul><li>Shoppers are actively searching for a mix of: </li></ul><ul><li>“ Your Company + Promo Codes” </li></ul><ul><li>“ Your Company + Coupon Codes” </li></ul><ul><li>“ Product + Discount Codes” </li></ul><ul><li>“ Product + Coupon” </li></ul>
  13. 20. Trada is the first (only) paid-search marketplace where agencies and direct advertisers can leverage the expertise of hundreds of skilled PPC experts, who work collaboratively and competitively to build and optimize sophisticated PPC campaigns. Everyone works on a pay-for-performance system earning money by generating low-cost clicks and conversions for advertisers.
  14. 21. -Earn money risk free, working when you want and where you want. -You don’t have to find or manage your own clients. -Choose the types of campaigns you want to work on. -Join a community of PPC experts.
  15. 22. Matt Hessler Director of Account Management [email_address] Elaine Ellis Marketing Manager [email_address]