THE PROCRASTINATOR’S GUIDE TO PPC
OPTIMIZATION - HOLIDAY SEASON

HOSTED BY:

&
WEBINAR housekeeping

• The webinar is recorded and will be made
available by email
• The slides will also be available by...
SPEAKERS
• John Gagnon
– Bing Ads Evangelist at Microsoft.
– 7 Years Experience in Search Marketing.
– Loves search market...
Holiday strategies for search marketers
How and when to be where you should be.
What we’re talking about today
Online shopping stats for the holidays and what they mean to you
Timing is everything: What...
The truth
about holiday
online shopping.
(You’re going to like this.)

Microsoft Confidential
Holiday spending climbs year
over year, almost without fail.
US retail commerce sales for the holiday
Season (November – D...
There’s a reason this is the most wonderful time
of the year.

Top 10 highest spend days for online shopping in 2012 all h...
Spook the Halloween shopper
with your holiday promotion.

30%

of retailers say
they’ll begin promotional
offers before Oc...
This is how the exception becomes the rule.
Online shoppers were actively seeking “free shipping” across
all search engine...
Online promotions can add to your holiday happiness.

eMarketer: Holiday Shopping Preview, 9/4/2013
Mobile is always invited to the party.
Mobile use is everywhere and constant – but not yet
for actually purchasing items.
...
Timing is
everything.
(Anyone who says
otherwise never
accidentally went
dark on Cyber Monday.)

Microsoft Confidential
October
Review and analyze
last year’s campaign

42%
of online shoppers have
begun holiday shopping now

Get familiar with...
November

Monitor ad position and adjust bids

80.4%
of shoppers are now
shopping for the holidays

Prepare and launch spe...
December

Meet urgency with updated ad copy
After last ship date, drive traffic
to brick-and-mortar stores

96.6%
of shopp...
Thanksgiving 11/28/13
Apparently the whole US eats dinner between 2 and 4pm – then we
all get back on our computers to fin...
Black Friday 11/29/13
Black Friday shopping starts
before the sun comes up.

24%
2010
Ad titles and descriptions
should in...
Cyber Monday 12/2/13
The good news is that Cyber Monday hits after the first of December.
This means automated budgets wil...
Last Shipping 12/17 + Desperation 12/20-23
Now things are getting exciting.
Shoppers want to know their gift will arrive i...
After Christmas
Don’t stop the ads – now all those gift cards will be redeemed online.

Nearly

59.8%

of people asked
for...
Choose your words carefully.
How word choice affects search ad success for the retail industry.
The Retail Heatmap from Bing Ads Research

96,000
ads

254 million
impressions

7 subcategories

Study conducted in Novemb...
Most clickable word combos for the
top 4 categories by ad spend
Consumer electronics
PC

Tablet

Mobile

TITLE

DESCRIPTIO...
The Retail Heatmap from Bing Ads Research
Consumer Electronics

Ad Description
Other
Words

Value

Style/
Kind

Service

R...
Most clickable word combos for the
top 4 categories by ad spend
Toys and hobbies
PC

Tablet

Mobile

TITLE

DESCRIPTION

T...
Most clickable word combos for the
top 4 categories by ad spend
Apparel and accessories

PC

Tablet

Mobile

TITLE

DESCRI...
Most clickable word combos for the
top 4 categories by ad spend
Department stores
PC

Tablet

Mobile

TITLE

DESCRIPTION

...
Why Yahoo Bing
Network
(We knew you’d ask.)

Microsoft Confidential
We’re the holiday gift you weren’t expecting.

31M

retail searchers not
reached on Google

65M

117M

total retail
search...
Acquisio Dynamic Campaigns
Dynamic Campaigns
PRODUCT FEED
Category: Electronics
SubCategory: Televisions
DisplayType: OLED
Size: 60 inch
Brand: LG
SK...
Acquisio BBM
What is BBM?
BBM Delivers Optimal Results for AdWords.
Our Algorithms Run Every 30 Minutes, Intelligently Sharing Budgets
...
Why does this matter?
Google Search*
(sweepstakes)

Google Search Activity
Tsunami Effect
Conversions

$3.25

$3.00

(sweepstakes)

AdMetrica ca...
Maximize Conversions
Slash Cost per Conversion
Control Budgets Accurately
BBM FOR RETAIL
BUDGET: $20,000 PER MONTH
TARGET CPO: $50
RESULTS:
DECREASED CPO FROM $54.70 TO $40.57
INCREASED ONLINE ORD...
Dynamic Campaigns with BBM
•

Dynamic Campaigns:
•
•
•
•

•

Improve ROI
Address Long Tail
Integrate with Product Feed
Rea...
LIVE POLL QUESTION
Would you like to learn more about Dynamic Campaigns and BBM?
a) Yes, please have someone contact me ab...
LIVE Q&A TIME!
The procrastinator’s guide to PPC optimization - holiday season
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Slides from our webinar with Acquisio on PPC optimization for the holiday season

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The procrastinator’s guide to PPC optimization - holiday season

  1. 1. THE PROCRASTINATOR’S GUIDE TO PPC OPTIMIZATION - HOLIDAY SEASON HOSTED BY: &
  2. 2. WEBINAR housekeeping • The webinar is recorded and will be made available by email • The slides will also be available by email • Q&A session at the end of the webinar • Use the Chat box to submit your questions at any time
  3. 3. SPEAKERS • John Gagnon – Bing Ads Evangelist at Microsoft. – 7 Years Experience in Search Marketing. – Loves search marketing & helping businesses grow by making smart decisions • Marc Poirier – EVP & Co-Founder of Acquisio. – 17 Years Experience in Digital Marketing. – Master Fisherman.
  4. 4. Holiday strategies for search marketers How and when to be where you should be.
  5. 5. What we’re talking about today Online shopping stats for the holidays and what they mean to you Timing is everything: What to do now and where and how much The Yahoo Bing Network has you covered, of course Microsoft Confidential
  6. 6. The truth about holiday online shopping. (You’re going to like this.) Microsoft Confidential
  7. 7. Holiday spending climbs year over year, almost without fail. US retail commerce sales for the holiday Season (November – December) will grow 15.1% to $61.8 billion in 2013. 2012 Weekly Online Holiday Season Spending vs. Corresponding Days in 2011 $8,000 $7,000 $ Millions $6,000 $5,000 $4,000 $3,000 $2,000 $1,000 $0 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 (11/4) (11/11) (11/18) (11/25) (12/2) (12/9) (12/16) (12/23) (12/30) Week Ending Y 2011 Y 2012 eMarketer: Holiday Shopping Preview, 9/4/2013
  8. 8. There’s a reason this is the most wonderful time of the year. Top 10 highest spend days for online shopping in 2012 all happened during the winter holiday period. 11/28 11/29 12/02 12/09 12/17 12/27 Thanksgiving Black Friday Cyber Monday Green Monday Last ship date Post-holiday sales eMarketer: Holiday Shopping Preview, 9/4/2013
  9. 9. Spook the Halloween shopper with your holiday promotion. 30% of retailers say they’ll begin promotional offers before October 1 Microsoft Confidential eMarketer: Holiday Shopping Preview, 9/4/2013
  10. 10. This is how the exception becomes the rule. Online shoppers were actively seeking “free shipping” across all search engines in 2012. 50% of online transactions had free shipping during the holidays last year Microsoft Confidential comScore e-Commerce Measurement
  11. 11. Online promotions can add to your holiday happiness. eMarketer: Holiday Shopping Preview, 9/4/2013
  12. 12. Mobile is always invited to the party. Mobile use is everywhere and constant – but not yet for actually purchasing items. eMarketer: Holiday Shopping Preview, 9/4/2013
  13. 13. Timing is everything. (Anyone who says otherwise never accidentally went dark on Cyber Monday.) Microsoft Confidential
  14. 14. October Review and analyze last year’s campaign 42% of online shoppers have begun holiday shopping now Get familiar with new Bing Ads features Launch and test holiday keywords Create seasonal ad copy Monitor your competition
  15. 15. November Monitor ad position and adjust bids 80.4% of shoppers are now shopping for the holidays Prepare and launch specific ads for Black Friday & Cyber Monday Offer incentives and discounts Microsoft Confidential
  16. 16. December Meet urgency with updated ad copy After last ship date, drive traffic to brick-and-mortar stores 96.6% of shoppers are shopping for the holidays Don’t forget that post-season sales continue after the holidays Make sure your ads are competitive in positioning, with the right bids Keep ad budget high in the weeks before Christmas, then hold steady through the end-of-year sales Microsoft Confidential
  17. 17. Thanksgiving 11/28/13 Apparently the whole US eats dinner between 2 and 4pm – then we all get back on our computers to finish shopping until 11pm. 2010 Ad titles and descriptions should include: Important keywords: Bids/budget: 2011 2012 discounts, Black Friday store hours, locations, Black Friday Before you leave the office for Thanksgiving, make sure you’ve got lots of budget left for these critical days Time zone is PST. IBM Core Metrics, 2012
  18. 18. Black Friday 11/29/13 Black Friday shopping starts before the sun comes up. 24% 2010 Ad titles and descriptions should include: Important keywords: Bids/budget: 2011 2012 of shoppers visited a retail site via mobile device on Black Friday 2012 discounts, Black Friday, brand name, free shipping in the title store hours, locations Make sure your budget is robust Time zone is PST. IBM Core Metrics, 2012
  19. 19. Cyber Monday 12/2/13 The good news is that Cyber Monday hits after the first of December. This means automated budgets will be renewed, and ready to hit hard. Multiscreen Shoppers shopped in store, online and on mobile devices to get the best bargains on Cyber Monday 2012. 2010 2011 Ad titles and descriptions should include: Important keywords: Bids/budget: 2012 discounts, Cyber Monday store hours, locations Budgets renewed the day before, so make sure your dollars are going where you want them; verify ad positions and adjust bids Time zone is PST. IBM Core Metrics, 2012
  20. 20. Last Shipping 12/17 + Desperation 12/20-23 Now things are getting exciting. Shoppers want to know their gift will arrive in time. Ad titles, descriptions and titles should answer this for them. Now shoppers are turning to brick-and-mortar stores. Ads should include store locations, hours, phone numbers. Time zone is PST. IBM Core Metrics, 2012
  21. 21. After Christmas Don’t stop the ads – now all those gift cards will be redeemed online. Nearly 59.8% of people asked for gift cards in 2012 50% of survey respondents planned to buy at least one gift card in the holiday season of 2012 Slide source: GiftCard.com by CardLab Gift Card Spending Report 2012.
  22. 22. Choose your words carefully. How word choice affects search ad success for the retail industry.
  23. 23. The Retail Heatmap from Bing Ads Research 96,000 ads 254 million impressions 7 subcategories Study conducted in November 2012
  24. 24. Most clickable word combos for the top 4 categories by ad spend Consumer electronics PC Tablet Mobile TITLE DESCRIPTION TITLE DESCRIPTION TITLE DESCRIPTION Cyber Monday Quality Other Words Cyber Monday Promotion Cyber Monday Brand Cyber Monday Purchase Cyber Monday Cyber Monday Promotion New Promotion Price/pricing Product Brand Cyber Monday Cyber Monday Promotion Brand Resource Cyber Monday Quality Other Words In-store pickup Price/pricing Free shipping Product Cyber Monday New Cyber Monday Resource Free shipping Other Words In-store pickup Brand In-store pickup Product Service Official site Product Online Quality Resource Service Purchase Other Words Promotion Cyber Monday Brand Price/pricing Brand In-store pickup New In-store pickup Price/pricing Quality Cyber Monday Product
  25. 25. The Retail Heatmap from Bing Ads Research Consumer Electronics Ad Description Other Words Value Style/ Kind Service Resource Quality Purchase Promo Product Price/ Pricing Online Official Site Now New In-Store Pickup Gift Free Shipping Free Cyber Monday Celebrity Call to Action Brand Black Friday Black Friday Brand Call to Action Celebrity Cyber Monday Free Shipping Gift Ad Title New Now Official Site Online Price/ Pricing Product Promotion Purchase Quality Resource Service Style/ Kind Other Words Great Good Bad No Data Study conducted in November 2012
  26. 26. Most clickable word combos for the top 4 categories by ad spend Toys and hobbies PC Tablet Mobile TITLE DESCRIPTION TITLE DESCRIPTION TITLE DESCRIPTION Black Friday Purchase New Call to action Official site Brand Call to action Promotion Product Purchase Official site Now Black Friday Call to action Official site Brand Official site New Other Words Official site Official site Now Free shipping Free Quality Promotion Promotion Black Friday Service Free Purchase Black Friday Product Brand Service Free shipping Call to action Style/kind Product Now Service Service Black Friday Promotion Promotion Brand Free shipping Service Promotion % off Official site Service Free Service Promotion Service Style/kind Service Free Free shipping
  27. 27. Most clickable word combos for the top 4 categories by ad spend Apparel and accessories PC Tablet Mobile TITLE DESCRIPTION TITLE DESCRIPTION TITLE DESCRIPTION Brand Call to action Brand Call to action Official site Call to action Size New Official site Online Official site Online Price/pricing Now % off Size Brand Call to action Size Brand % off Now Brand Online Size Official site Brand Online Style/kind Online Size Fashion Promotion Gifts Style/kind Call to action Free shipping Official site Fashion Promotion Free shipping Official site Free Official site Style/kind Official site [Huge/wide/grea t] selection Gifts Official site No variable New [Huge/wide/great] selection Purchase Style/kind Brand New New Product Gifts % off
  28. 28. Most clickable word combos for the top 4 categories by ad spend Department stores PC Tablet Mobile TITLE DESCRIPTION TITLE DESCRIPTION TITLE DESCRIPTION Black Friday Product #’s Purchase Black Friday Store Celebrity Product #’s Promotion Celebrity Store Value Resource #’s #’s Brand Furniture Value #’s Black Friday Store Purchase Resource {KeyWord} Black Friday #’s Style/kind Clothing #’s Black Friday Store Product DKI Clothing Purchase Celebrity Store Brand New Product DKI Brand Furniture Number Brand Purchase Brand Brand Celebrity Resource Service Style/kind Store Clothing Cyber Monday Brand Clothing Brand Celebrity
  29. 29. Why Yahoo Bing Network (We knew you’d ask.) Microsoft Confidential
  30. 30. We’re the holiday gift you weren’t expecting. 31M retail searchers not reached on Google 65M 117M total retail searchers total paid clicks Searchers on the Yahoo Bing Network1spend 38% more online than the average internet searcher. Microsoft Confidential 510M total retail searches (3) Searchers on the Yahoo Bing Network spend 5.6% more than Google searchers.2 1. The Yahoo! Bing Network includes Microsoft and Yahoo! Core Search sites in the U.S. 2. comScore Explicit Core Search (custom), June 2013. 3.comScore US Search Categories Report (custom), June 2013
  31. 31. Acquisio Dynamic Campaigns
  32. 32. Dynamic Campaigns PRODUCT FEED Category: Electronics SubCategory: Televisions DisplayType: OLED Size: 60 inch Brand: LG SKU: 73883 388 3098 38 Name: OLED Smart TV Color: Black Price: $10,999.99 Inventory: 7 Margin: $1,786.65 URL: http://www.site.com/product.html CAMPAIGN & AD GROUP GENERATION Google AdWords Bing Ads KEYWORD GENERATION Feed Changes Keywords Change Campaigns, Ad Groups, Settings Change brand + category brand + subcategory brand + displaytype size + brand size + brand + subcategory color + name brand + size + name displaytype + category (…) Ads Change AD GENERATION
  33. 33. Acquisio BBM
  34. 34. What is BBM? BBM Delivers Optimal Results for AdWords. Our Algorithms Run Every 30 Minutes, Intelligently Sharing Budgets Across Campaigns while Adjusting Bids Automatically. • Suppress CPC (also CPA, Avg. Pos. or ROAS) • Maximize Click Volume (also conversions or revenue) • Spend Maximum Budget Effectively • Available to all Acquisio clients • Uses AdWords Conversion Tracking tags • No need to change account structure
  35. 35. Why does this matter?
  36. 36. Google Search* (sweepstakes) Google Search Activity Tsunami Effect Conversions $3.25 $3.00 (sweepstakes) AdMetrica captures surges of conversions (and plummeting CPA’s) accompanying sudden spikes in Google’s general search traffic volume. AdMetrica GDN Conv # $2.25 8,000 7,000 $2.75 $2.50 CPA (sweepstakes) AdMetrica GDN CPA Google Search Vol. 6,000 5,000 4,000 $2.00 3,000 $1.75 2,000 $1.50 1,000 $1.25 0 Google Display Network conversion Google Display Network ad engine engine * Source: Google Trends
  37. 37. Maximize Conversions Slash Cost per Conversion Control Budgets Accurately
  38. 38. BBM FOR RETAIL BUDGET: $20,000 PER MONTH TARGET CPO: $50 RESULTS: DECREASED CPO FROM $54.70 TO $40.57 INCREASED ONLINE ORDERS FROM 8/DAY TO 15/DAY INCREASED CALLS FROM 120/DAY TO 200/DAY CONV VALUE / COST FROM 5.5 TO 8.6
  39. 39. Dynamic Campaigns with BBM • Dynamic Campaigns: • • • • • Improve ROI Address Long Tail Integrate with Product Feed Real Time Updates BBM: • Rapid Learning Algorithms – More Sales for Same Budget • 30 Minute Bid and Budget Updates • Dynamic Campaigns with BBM: • Up to 3X number of sales for the same budget • CPO lowered by 20 – 65% • • • Quick turnaround – usually same week. Minimal effort on your part 1.5% of ad spend – including Acquisio platform + BBM* * This offer does not include Dynamic Campaign.
  40. 40. LIVE POLL QUESTION Would you like to learn more about Dynamic Campaigns and BBM? a) Yes, please have someone contact me about BBM b) Yes, please have someone contact me about Dynamic Campaigns c) Yes, please have someone contact me about BBM and Dynamic Campaigns d) No thanks, I'm not interested
  41. 41. LIVE Q&A TIME!

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