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12 Rules of PPC Holiday Prep

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12 Ways to Make Sure Your Ads Stay Successful This Holiday Season

Even if you're not an e-commerce advertiser, your paid search and social campaigns will be affected by the holiday rush.

'Tis the season to avoid high cost-per-clicks and low conversions with our 12 Rules of Pay-Per-Click Holiday Prep.

Our expert will reveal 12 tips to build your best performing campaigns this holiday season, including:
• How to adjust bids to avoid high holiday CPCs and low conversions
• How to use historical data to make the most of your budget this season
• How to adjust your top campaigns and bidding strategies to win more leads than competitors

Published in: Marketing
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12 Rules of PPC Holiday Prep

  1. 1. LIVE WEBINAR © Copyright 2017 WordStream, Inc. All rights reserved. The 12 Rules of PPC Holiday Prep
  2. 2. | Confidential 2
  3. 3. Logistics • Webinar will be recorded – check your inbox for materials • Submit your questions for Q&A
  4. 4. | Confidential 4 I’m Gordon! • SEO & Content Specialist at WordStream • Creator of • Santa Clause truther Gordon Donnelly
  5. 5. | Confidential 5 Why 12 Days of Christmas?
  6. 6. | Confidential 6 The 12 Rules of PPC Holiday Prep Start early Re-allocate budget Leverage RLSAs Remarket on Facebook Prepare for mobile traffic Drive in-store visits Use countdown timers Get smart w/ Shopping 1 2 3 4 5 6 7 8 9 10 11 12 Create seasonal landing pages Make device bid adjustments Spruce up your ad copy Prepare for the unexpected
  7. 7. 7| Confidential Rule #1: Start early
  8. 8. | Confidential 8 40 percent of consumers begin shopping before Halloween. - National Retail Foundation
  9. 9. | Confidential 9 49 percent of marketers will launch a holiday marketing campaign before Halloween. - Experian
  10. 10. | Confidential 10 Reach
  11. 11. | Confidential 11 Time Competition Black Fiveday • At Black Friday’s peak, CPC jumps to an average of $1.68 for ecommerce brands. Compare that to the overall CPC of Facebook retail and ecommerce ads of $0.70, and that’s an increase of 140%. - Shopify
  12. 12. | Confidential 12 On average, 5 to 7 brand impressions are necessary before a prospect will remember your brand. - Pam Moore
  13. 13. | Confidential 13 • Comprehensive audience targeting • Pay-per-thousand impressions • Fill your prospect pool at a relatively low cost compared to search.
  14. 14. 14| Confidential Rule #2: Consider budget re-allocation
  15. 15. | Confidential 15 Historical data is your friend • Consider re-allocating December spend to your Black Fiveday campaigns. • Stop dayparting from Thanksgiving to Cyber Monday. • Set your date range and make adjustments accordingly.
  16. 16. 16| Confidential Rule #3: Leverage RLSAs
  17. 17. | Confidential 17 Are RLSAs and remarketing the same?
  18. 18. | Confidential 18 RLSAs: How They Differ • You’re setting up new ad groups that will only deliver search ads to prospects that are on your remarketing list, and have also searched for your target keywords • The search network is best for converting prospects with high intent • Add a snippet of code to your website which allows you to aggregate remarketing lists based on who has visited your site.
  19. 19. | Confidential 19
  20. 20. 20| Confidential Rule #4: Leverage Facebook remarketing
  21. 21. | Confidential 21 Facebook Remarketing: How it Works
  22. 22. | Confidential 22 Custom Audience Creation
  23. 23. | Confidential 23 Facebook remarketing ads get 3X more engagement than regular Facebook ads.
  24. 24. 24| Confidential Rule #5: Prepare for mobile traffic
  25. 25. | Confidential 25 Mobile is expected to have an impact on 87 percent of all holiday purchases. - Mobile Marketing Association
  26. 26. | Confidential 26 53% of mobile site visits are abandoned if the page takes more than three seconds to load. - Google
  27. 27. | Confidential 27 Mobile Landing Page Speed Score • Reports > Dimensions > Basic > Landing page
  28. 28. | Confidential 28 Speed Scorecard: Gauge Competitors • https://www.thinkwithgoogle.com/feature/mobile/
  29. 29. | Confidential 29 Mobile Best Practices • Enable contextual keyboards • Ditch interstitials • Make sure all content/media scales properly • Make sure buttons and tap targets are clearly-defined
  30. 30. 30| Confidential Rule #6: Drive In-Store Visits
  31. 31. | Confidential 31 3 Strategies to Drive Brick-and- Mortar Traffic Local inventory ads Location extensions Facebook in-store visits
  32. 32. 32| Confidential Rule #7: Use countdown timers
  33. 33. | Confidential 33 Without a sense of urgency, desire loses its value. - Jim Rohn
  34. 34. | Confidential 34 Leveraging the countdown timer • The countdown timer dynamically changes your ad copy to let prospects know when your sale is ending.
  35. 35. 35| Confidential Rule #8: Make the switch to Smart Shopping
  36. 36. | Confidential 36 Benefits of the Shopping Network • Shopping ads appear in Google Search, Google Shopping, and across Google Search Partner sites like YouTube and image search. • Because prospects have the ability to discern unique product information from your shopping ad just by looking at it, those who click are inherently more qualified. • The average cost-per-action of a mobile shopping ad is $45.26, compared to $97.71 for a standard text ad, $81.04 for an expanded text ad, and $98.29 for a standard display ad.
  37. 37. | Confidential 37 Smart Shopping vs. Standard Shopping • If a prospect interacts with a product on your website, Smart Shopping will automatically serve them ad creative from Merchant Center that correlates to that product • Smart Shopping combines standard shopping and display remarketing in one campaign type • Optimizes for your highest conversion value within 15 days using automated bidding, placements, and ad creative.
  38. 38. 38| Confidential Rule #9: Create seasonal landing pages
  39. 39. | Confidential 39 Examples….
  40. 40. 40| Confidential Rule #10: Make device bid adjustments
  41. 41. | Confidential 41 39.6% of U.S. retail e-commerce sales take place on mobile. - Statista
  42. 42. | Confidential 42 Cyber week e-commerce sales in 2017 were split: 50% desktop orders, and 50% mobile orders. - BigCommerce
  43. 43. | Confidential 43 Making device bid adjustments • At the campaign or ad group level, head to edit > Device Bid Adjustment and enter a positive (to increase) or negative (to decrease) value for Desktop/Mobile/Tablet
  44. 44. 44| Confidential Rule #11: Spruce up your ad copy
  45. 45. | Confidential 45 Seasonal Ad Copy • Include the relevant specifics of your offer • Avoid clichés, but use holiday-inspired terms • Appeal to positivity • Include a price
  46. 46. 46| Confidential Rule #12: Prepare for the unexpected
  47. 47. | Confidential 47 When Things Go Wrong… • Keep on-call contacts close at hand for issues related to shipping, item disapprovals, and website performance • Monitor campaign performance closely to hedge against volume-induced overspending • Double check product inventory to prepare for the influx • Beef up customer service and/or live chat to hedge against customer service issues related to volume • Set up a backup payment method to ensure your ads won’t suddenly stop delivering
  48. 48. © Copyright 2017 WordStream, Inc. All rights reserved. Thank you! Gordon Donnelly, SEO & Content Specialist gdonnelly@wordstream.com @gord_donnelly
  49. 49. 49| Confidential Use these in the middle of a presentation to introduce a new section.
  50. 50. 50| Confidential Don’t feel obligated to use all the colors.
  51. 51. 51| Confidential It’s okay if you don’t complete a perfect pattern cycle of colors.
  52. 52. 52| Confidential You can even stick to one color if that’s your thing.
  53. 53. 53| Confidential This orange is very vibrant, so use it sparingly to make it more impactful.
  54. 54. 54| Confidential DON’T use this photo – Use Format Background with your own image.
  55. 55. | Confidential 55 Blank Slide With Left Aligned Title This is just a really basic content slide. It’s intended for slides with only photos, or if you can’t find a template that works and you need to build something from scratch.
  56. 56. 56| Confidential “This is a space for supersized text. Use this for a quote, or when you want to make a really big impact with just a short sentence or two.” -Here’s space for an author/subtext
  57. 57. | Confidential 57 This is a numbered list. 1. Brownie sweet cake jujubes chocolate bar pudding 2. Croissant donut jujubes pudding soufflé pastry 3. Fruitcake pudding chocolate bar brownie sesame 4. Brownie sweet cake jujubes chocolate bar pudding 5. Croissant donut jujubes pudding soufflé pastry 6. Pastry sugar plum marzipan carrot cake
  58. 58. | Confidential 58 How about a checklist? ✓Brownie sweet cake jujubes chocolate bar pudding ✓Croissant donut jujubes pudding soufflé pastry ✓Fruitcake pudding chocolate bar brownie sesame ✓Brownie sweet cake jujubes chocolate bar pudding ✓Croissant donut jujubes pudding soufflé pastry ✓Pastry sugar plum marzipan carrot cake wafer
  59. 59. | Confidential 59 Title of the list Use the two columns for text/image/charts • Lorem ipsum dolor sit amet, consectetur adipiscing elit. • Lorem ipsum dolor sit amet, consectetur adipiscing elit. • Lorem ipsum dolor sit amet, consectetur adipiscing elit. 0 10 20 30 40 50 60 70 80 Category 1 Category 2 Category 3 Category 4 Chart Title Section 1 Section 2 Section 3
  60. 60. | Confidential 60 May Update • This is a bullet point. • Don’t make the font size much smaller than this if you want this to be legible from far away. Put images or other content here.
  61. 61. | Confidential 61 1. Lorem ipsum 2. Lorem ipsum 3. Lorem ipsum This is a space for a large title or a statement.
  62. 62. | Confidential 62 1. Keep it short & sweet. 3. Rearrange as necessary. 2. If your title extends into two lines, it’s okay.The more text you add to your slide, the smaller it has to be – and the harder it is to read. Move stuff up/down as you need, but don’t clutter – white space is important. You may need a different template. Just push the content underneath down like so. 4. Center your content. When you’re done, try to make sure there’s an even amount of space above and below your text. 4 Column Short List – Numbered or Not
  63. 63. | Confidential 63 These numbers aren’t in the master – so you can animate them and move as needed. Bullet point 1 Bullet point 2 Bullet point 3 Bullet point 4 Bullet point 5 Bullet point 6 Bullet point 7 Bullet point 8 1 2 3 4 5 6 7 8
  64. 64. | Confidential 64 WordStream: Online Advertising Made Easy First, Analyze Use our free tool to benchmark your current performance and see where you need to improve. Second, Optimize Finally, Maximize Work faster and get better results from paid search, converting clicks to customers. WordStream users convert 60% more leads while reducing their costs by 10%.
  65. 65. | Confidential 65 SQL PROJECTIONS BY SOURCE OCTOBER NOVEMBER DECEMBER Test test test test test test test test test test test test test test test test test test test test test 144 102 180 test 117 117 117 TOTAL 500 930 302 This is one of PowerPoint’s default tables.
  66. 66. | Confidential 66 SQL PROJECTIONS BY SOURCE OCTOBER NOVEMBER DECEMBER Test 209 182 160 Test 308 254 216 Test 82 72 38 Test 100 68 68 Test 3 0 0 Test 144 102 180 Test 117 117 117 Test 209 182 40 Test 349 43 93 Test 33 332 432 Test 393 30 302 TOTAL 500 930 302 This is another default table.
  67. 67. | Confidential 67 This is a page with a chart using new colors. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Test Table Data Data2 Data3 Data4 Data5 Data6
  68. 68. | Confidential 68 Questions & Answers Q: What does it mean to be a Google Premier Partner?
  69. 69. | Confidential 69 Questions & Answers A: As a Google Premier Partner, WordStream joins a small group of highly qualified companies. The AdWords Premier SMB Partner Program (PSP) connects Google’s trusted and experienced AdWords partners with small and medium-sized businesses that want expert help in creating, managing and optimizing their online advertising campaigns. Google Premier Partners meet Google’s highest standards and criteria for qualification, transparency, and customer service, which includes completing extensive Google product and account management training. Q: What does it mean to be a Google Premier Partner?
  70. 70. | Confidential 70 New Team Members! Erica Small Job Title (Shift + Enter to avoid bullet) Lyndsay Whyte Job Title Cynthia Torrez Job Title James Wright Job Title Susan Ash Job Title Crystal Crouch Job Title Erica Small Job Title Lyndsay Whyte Job Title Cynthia Torrez Job Title James Wright Job Title Susan Ash Job Title Crystal Crouch Job Title
  71. 71. | Confidential 71 This is our color palette. Primary Tint Shade Use this as a frame of reference if you want to add additional colors to your slide – avoid using yellow on white. #007ABD #FF8B45 #20BF55 #526278 #33ACCE #6969B3 #FFBF00 #D1E6F2 #FFDFCC #EAF8EF #F7F9F9 #ECF7FA #F1F1F8 #FFF9E7 #136598 #DE6F34 #1B9D46 #333745 #2A8DA9 #4D4D83 #E8AE00

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