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#thinkppc
HOSTED BY: &

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#thinkppc
Presenters
• Sam Mazaheri
– Director of Marketing at AdStage.
– @sammmer
• Sarah Stemen
– Account Manager at Hanapin Marketing.
– @runnerkik

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#thinkppc
Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send
us questions.

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#thinkppc
Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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#thinkppc
Live Poll Question #2
How do you manage your account(s)?
#thinkppc
A. I manage it myself.
B. I’m part of a team that manages it.
C. I outsource my account management.
D. I’m rethinking how my account is managed.

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Intro
What themes should you consider for 2015?
With so much changing in the world of online advertising,
what topics should you investigate and allocate resources
towards in 2015?
#thinkppc
◉Devices
◉Audiences
◉Shopping
◉Social
◉Content

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What does mobile mean for your business?
In 2014, Mobile share grew rapidly and can’t be
ignored, the iPhone 6 has brought large screens to the
mainstream, and AdWords began favoring callouts on
mobile.
#thinkppc
◉Make sure site performs best on top devices
◉Review your mobile bid modifiers
◉Optimize ad copy with callout extensions
Mobile

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#thinkppc
Cross-Device Experiences
Is there unity between your many channels?
Users are encountering your brand across multiple channels
and devices on the path to purchase, making a unified
message more important.
◉Audit your cross-channel assets for unity
◉Big companies: Don’t put mobile in a silo

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#thinkppc
Audiences vs. Keywords
How can you look past keywords to audiences?
In 2014, audience targeting has gained ground as the alternative
to search terms targeting. SEO and [not provided] prepared us
for this and social advertising warmed us up to audience
targeting.
◉Segment audiences by intent/context
◉Expand your retargeting segments
◉Consider marketing automation

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#thinkppc
Understanding Audiences
How well do you know your audience?
In 2014, Enhanced Campaign strategy matured and made it
more important to know your target markets’ technology habits.
◉Study your audience for current usage patterns
◉Learn which settings and messaging will work best

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Live Poll Question #3
What are your plans for cross-device tracking?
#thinkppc
#thinkppc
a) We’ve already implemented it
b) We’re planning to tackle it this year
c) It’s on our radar, but no plans yet
d) We aren’t going to implement it

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#thinkppc
Shopping
Are you present where buyers shop?
In 2014, Google Shopping strategies matured,
Bing/Facebook/Twitter rolled out shopping ad types.
◉Evaluate which new channels you need to embrace
◉Consider developing a dedicated mobile app

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#thinkppc
Social
Are you reaching your audience outside of
search?
In 2014, social budgets grew as advertisers took
advantage of powerful new ad types across social
networks.
◉Shift from organic social to paid social
◉Test ads across each relevant social networks
◉Leverage new ad types

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#thinkppc
Content
Are you amplifying your content’s impact?
In 2014, paid promotion of content increased and as the SEO
landscape changed.
◉Test promoted content on social networks
◉Track engagement in addition to conversion

15.
Would you like help with your PPC accounts
and management? I’m interested in:
#thinkppc
Live Poll Question #4
A. FREE Account Assessment from Hanapin
(for accounts spending more than 20K/mo)
B. FREE Trial of AdStage (All-in-one platform for search,
social and display advertising, www.adstage.io)
C. Both
D. No Thanks

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#thinkppc
Live Q&A Time!

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#thinkppc
Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
AdStage Feedback: support@adstage.io