Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

10 Hidden Horrors to Avoid in Your PPC Campaigns

2,434 views

Published on

In this spooky presentation, Volusion experts discuss how hidden horrors in your PPC campaigns could haunt your store's holiday success.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

10 Hidden Horrors to Avoid in Your PPC Campaigns

  1. 1. Confidential and Proprietary Information
  2. 2. Confidential and Proprietary Information
  3. 3. Confidential and Proprietary Information • What is PPC? • Why is it important? • 10 Hidden Horrors • Summary • Live Q&A Section #PPCtreats
  4. 4. Confidential and Proprietary Information
  5. 5. Confidential and Proprietary Information • PPC stands for Pay-per-click advertising • Keyword-focused • Bid on keywords • Ad copy • Manage campaigns in Google AdWords or Bing #PPCtreats
  6. 6. Confidential and Proprietary Information
  7. 7. Confidential and Proprietary Information
  8. 8. Confidential and Proprietary Information • Immediate traffic • Great way to promote selling points like “free shipping” or sales • Can use very targeted keywords • Great way for smaller merchants to get exposure and traffic • As of mid-September, 32 million Americans had started and 4.6 million Americans had finished their holiday shopping* • 89% of ecommerce shoppers enter the buying cycle from a search engine** * Creditcards.com survey **Business2Community #PPCtreats
  9. 9. Confidential and Proprietary Information
  10. 10. Confidential and Proprietary Information
  11. 11. Confidential and Proprietary Information Only using general keywords in your campaign • What is a general keyword? o Pet Food o Toys o Dresses o Laptop Computer • Why don’t we want to use these? o Untargeted o Expensive #PPCtreats
  12. 12. Confidential and Proprietary Information Only using general keywords in your campaign • What keywords should we use instead? o Pet Food  Pet Food For Cats with Allergies  Purina Beneful Dog Food o Toys  Melissa & Doug wood blocks  Lego Star Wars Jedi Scout Fighter o Dresses  Blue strapless dress with bow  Green cable-knit sweater dress o Laptop Computer  Dell Inspiron 15 5000 laptop  Macbook Air with Thunderbolt 2 #PPCtreats
  13. 13. Confidential and Proprietary Information Only using general keywords in your campaign • Keyword tips: o Use brand names o Use sizes o Use materials o Use adjectives o Be descriptive #PPCtreats
  14. 14. Confidential and Proprietary Information Only using broad match keywords in your campaign • What is a broad match keyword? o Default keyword type o Means you can match for any part of the keyword halloween candy halloween candy costume halloween candy horror stories candy pumpkins halloween costume • Why don’t we want to use these? o Can be expensive o Not as targeted #PPCtreats
  15. 15. Confidential and Proprietary Information Only using broad match keywords in your campaign • Other Match Types o Phrase Match  “halloween candy costume” o Exact Match  [halloween candy costume] o Modified broad match  halloween +candy +costume o Negative keywords  -free  -review  -“how to”  -tutorial #PPCtreats
  16. 16. Confidential and Proprietary Information Not following ad text rules • What is ad text? • Why is it important? o Ad text helps people know what your store is selling o It entices people to click through and go to your site Bad Ad Text Good Ad Text #PPCtreats
  17. 17. Confidential and Proprietary Information Not following ad text rules • What gets your ads disapproved? o Excessive punctuation o Repeating words/phrases o Poor capitalization o Ad text rules from Google #PPCtreats
  18. 18. Confidential and Proprietary Information Not following ad text rules • What should good ad text do? o Showcase a great selling point o Use proper grammar o No overuse of punctuation o Call to action #PPCtreats
  19. 19. Confidential and Proprietary Information Not changing out or testing ad text #PPCtreats
  20. 20. Confidential and Proprietary Information Not changing out or testing ad text • How often should you change out ad text? • How many ads should you test at once? • What types of tests should you run? #PPCtreats
  21. 21. Confidential and Proprietary Information Not utilizing Sitelinks • What are Sitelinks? • Why should you use them? o According to Google, there is a 30% lift in click-through rate for ads that use ad extensions like Sitelinks* *Google Partners web presentation #PPCtreats
  22. 22. Confidential and Proprietary Information Not utilizing Sitelinks #PPCtreats
  23. 23. Confidential and Proprietary Information Optimizing for impressions or clicks • What is an impression? • What is a click? • How do you know how many impressions and clicks you are getting? #PPCtreats
  24. 24. Confidential and Proprietary Information Optimizing for impressions • What should you be optimizing for instead? o Conversions o Cost per sale o Revenue o Average order value o Conversion rate #PPCtreats
  25. 25. Confidential and Proprietary Information Set it and forget it • Why shouldn’t you set it and forget it? o Competition changes o Ads may get disapproved o Optimization helps get you better results #PPCtreats
  26. 26. Confidential and Proprietary Information Set it and forget it • How often should you be changing campaigns? • What can you optimize in a campaign for better results? o Keywords (pausing or adding new ones) o Negative keywords o Ad copy testing o Bid management o Changing sitelinks o Mobile bid adjustments o Ad delivery options o Etc. • Campaign expectations #PPCtreats
  27. 27. Confidential and Proprietary Information Relying on Google PPC campaigns • Google is king! • Google controls 65% of search, Bing and Yahoo! 33%* • Internet Explorer and Firefox both default to Yahoo! Search *Search Engine Land #PPCtreats
  28. 28. Confidential and Proprietary Information Relying on Google PPC campaigns • There are other options! o Bing PPC campaigns o Bing Shopping o Google Shopping o Facebook Advertising o Amazon CPC (coming soon!) • Good to diversify and test #PPCtreats
  29. 29. Confidential and Proprietary Information Only running text ads • Text ads may not give you all the opportunities o Conversion rates can vary across ad formats o Text ads could have high click costs o Don’t show images #PPCtreats
  30. 30. Confidential and Proprietary Information Only running text ads • Display ads • Remarketing ads • Measuring value o Impressions o Clicks o View-through conversions Ad Example #PPCtreats
  31. 31. Confidential and Proprietary Information Assuming your PPC campaign will be successful • All you have to do is launch your PPC campaign right? • Wrong! • Quality score factors #PPCtreats
  32. 32. Confidential and Proprietary Information Assuming your PPC campaign will be successful • Target the right geographies • Make sure your ads are relevant • Focus on landing page quality with best practices o Categorization o Easy to find information o Attractive images o Good product descriptions o Relevance to keywords and ads o Take ownership of your landing pages #PPCtreats
  33. 33. Confidential and Proprietary Information Did you know that your PPC campaign can help your SEO campaign? • Keyword ideas • Ideas for articles to write based on keyword searches • Google paid vs. organic report • Help get quick traffic while SEO builds up #PPCtreats
  34. 34. Confidential and Proprietary Information • Overview of PPC • Why PPC is important • 10 Hidden Horrors • How PPC can affect your SEO #PPCtreats
  35. 35. Confidential and Proprietary Information Past Webinars • Jumpstart Holiday Sales with Social Media • Product Page Success - Tailoring Your Products for SEO and Shopping Feeds • 10 Proven Ways to Increase Sales Conversion • How to Create a Custom Social Media Plan that Converts • The Building Blocks of Paid Search Success Upcoming Webinars • Marketing Your New Online Store: Digital Marketing 101 http://www.volusion.com/webinars #PPCtreats
  36. 36. Confidential and Proprietary Information Ask away with the hashtag #PPCtreats Call our Marketing Advisors at 877-591-7006 or email services@volusion.com to get advice on your marketing strategies

×