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Supercharge Holiday
Sales with These
Must-Have PPC Tactics
Carrie Albright
– Associate Director of
Services at Hanapin
Marketing
– PPC Hero Blogger
– Hero Conf Speaker
– @albright_C...
Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send us
q...
Let’s get started!
Planning
Execution
Strategy
Planning
#thinkppc
Where to start?
The “Need to
Know” List
Structure &
seasonal trends
Planning
Proprietary + Confidential
Retail’s Biggest Opportunity
is in the Smallest Moments
I-need-some-
ideas Moments
Inspiration
...
#thinkppc
Where to start?
The “Need to
Know” List
Structure &
seasonal trends
Planning
#thinkppc
Account
Parity
Checklist
Campaign budgets
Search Partner network
Device and Demo bid mods
Ad extensions (sitelin...
Performance trends for your KWs/vertical
Deep keyword and audience insights
Competitive landscape
Read up – PPC Hero, Insi...
#thinkppc
#thinkppc
#thinkppc
Where to start?
The “Need to
Know” List
Structure &
seasonal trends
Planning
Strategy
#thinkppc
Mobile
Search
strategy
The “Must Have” of
the Season
Strategy
ShoppingStrategy
#thinkppc
#thinkppc
Mobile
Search
strategy
The “Must Have” of
the Season
Strategy
ShoppingStrategy
 Location, call, price, sitelink extensions
 Mobile-specific CTAs
 Mobile shopping bid mods
 Voice Search
#thinkppc
Th...
#thinkppc
Mobile
Search
strategy
The “Must Have” of
the Season
Strategy
ShoppingStrategy
Proprietary + Confidential
In the past five years, foot traffic
in retail stores has declined by
57%, but the value of eve...
#thinkppc
Mobile
Search
strategy
The “Must Have” of
the Season
Strategy
ShoppingStrategy
Execution
#thinkppc
Timely and
Efficient
New tools &
features?
When to
return to the
Drawing Board
EXECUTION
#thinkppc
Countdown Ads
#thinkppc
Countdown Ads
#thinkppc
Timely and
Efficient
New tools &
features?
When to
return to the
Drawing Board
EXECUTION
Proprietary + Confidential
TrueView for shopping
YouTube is the #1 Video
Site for influencing purchase
decisions
Source: 1...
#thinkppc
Timely and
Efficient
New tools &
features?
When to
return to the
Drawing Board
EFFICIENCY
#thinkppc
Merchant Promotions
http://help.bingads.microsoft.com/apex/index/3/en/56805
#thinkppc
Timely and
Efficient
New tools &
features?
When to
return to the
Drawing Board
EFFICIENCY
IN-HOUSE
PARTNERSHIPS
Providing your team with agency resources and
thought-leadership for less than one full-time
expert.
#thinkppc
Would you like an offer?
A. Get an account analysis by the experts at
Hanapin (For accounts spending 15k+/month)
B. No Tha...
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
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Supercharge Holiday Sales With These Must-Have PPC Tactics

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Holiday sales are the ultimate chance for companies to boost profits and make it back into the black with paid search promotions. In this webinar presentation, we gathered four ecommerce experts that divulged their secrets on what you absolutely need to have and how to make your paid search campaigns super successful this holiday season.

The panel included Purna Virji from Bing, Jose Rodriguez from Google, Matt Umbro, founder of #PPCChat, and Carrie Albright, from Hanapin.

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Supercharge Holiday Sales With These Must-Have PPC Tactics

  1. 1. Supercharge Holiday Sales with These Must-Have PPC Tactics
  2. 2. Carrie Albright – Associate Director of Services at Hanapin Marketing – PPC Hero Blogger – Hero Conf Speaker – @albright_C Matt Umbro – Senior Account Manager at Hanapin Marketing – PPC Hero Blogger – Hero Conf Speaker – @matt_umbro #thinkppc Purna Virji – Senior PPC Training Manager at Bing Ads – Hero Conf Speaker – International Speaker – @purnavirji Jose Rodriguez – Regional Product Specialist for Google Shopping – @rodrigu12
  3. 3. Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions.
  4. 4. Let’s get started!
  5. 5. Planning Execution Strategy
  6. 6. Planning
  7. 7. #thinkppc Where to start? The “Need to Know” List Structure & seasonal trends Planning
  8. 8. Proprietary + Confidential Retail’s Biggest Opportunity is in the Smallest Moments I-need-some- ideas Moments Inspiration Which-one’s- best Moments Research I-want-to-buy-it Moments Purchase
  9. 9. #thinkppc Where to start? The “Need to Know” List Structure & seasonal trends Planning
  10. 10. #thinkppc Account Parity Checklist Campaign budgets Search Partner network Device and Demo bid mods Ad extensions (sitelinks) UET installed Share of Voice reporting
  11. 11. Performance trends for your KWs/vertical Deep keyword and audience insights Competitive landscape Read up – PPC Hero, Insights, Moments #thinkppc Understand the lay of the land
  12. 12. #thinkppc
  13. 13. #thinkppc
  14. 14. #thinkppc Where to start? The “Need to Know” List Structure & seasonal trends Planning
  15. 15. Strategy
  16. 16. #thinkppc Mobile Search strategy The “Must Have” of the Season Strategy ShoppingStrategy
  17. 17. #thinkppc
  18. 18. #thinkppc Mobile Search strategy The “Must Have” of the Season Strategy ShoppingStrategy
  19. 19.  Location, call, price, sitelink extensions  Mobile-specific CTAs  Mobile shopping bid mods  Voice Search #thinkppc Think Mobile, Think Actions
  20. 20. #thinkppc Mobile Search strategy The “Must Have” of the Season Strategy ShoppingStrategy
  21. 21. Proprietary + Confidential In the past five years, foot traffic in retail stores has declined by 57%, but the value of every visit has nearly tripled Searches for “near me” have doubled in the past year Mobile’s share of online retail purchases has grown to 34% 1. ShopperTrak 2015 holiday, US retail sales; 2. Mastercard Spendpulse 2010-2015, US retail sales; 3. Google Trends, Search for "near me", U.S., 2015 vs 2014 4. Google Analytics Meta Analysis from May ‘14 to May ‘16. Data is US only. 57% 3x 2x 34%
  22. 22. #thinkppc Mobile Search strategy The “Must Have” of the Season Strategy ShoppingStrategy
  23. 23. Execution
  24. 24. #thinkppc Timely and Efficient New tools & features? When to return to the Drawing Board EXECUTION
  25. 25. #thinkppc Countdown Ads
  26. 26. #thinkppc Countdown Ads
  27. 27. #thinkppc Timely and Efficient New tools & features? When to return to the Drawing Board EXECUTION
  28. 28. Proprietary + Confidential TrueView for shopping YouTube is the #1 Video Site for influencing purchase decisions Source: 1. Google/Ipsos Connect, Mobile Video Study, 2016, n=2397, among adults 18-54 who watch online video. 2. Google/Millward Brown Digital Google Image Search Study; Clickstream data; Feb 2016. 3. Google Data, anonymized, aggregated searches that trigger a Shopping ad, US, Nov. 2015. Showcase Shopping Ads 40% of all shopping queries show broad intent Shopping ads on Image Search 87% of shoppers who research images for apparel and footwear use image search
  29. 29. #thinkppc Timely and Efficient New tools & features? When to return to the Drawing Board EFFICIENCY
  30. 30. #thinkppc Merchant Promotions http://help.bingads.microsoft.com/apex/index/3/en/56805
  31. 31. #thinkppc Timely and Efficient New tools & features? When to return to the Drawing Board EFFICIENCY
  32. 32. IN-HOUSE PARTNERSHIPS
  33. 33. Providing your team with agency resources and thought-leadership for less than one full-time expert. #thinkppc
  34. 34. Would you like an offer? A. Get an account analysis by the experts at Hanapin (For accounts spending 15k+/month) B. No Thanks!
  35. 35. Thank you for attending our webinar! #thinkppc • Contact us Directly: » Hanapin Feedback: marketing@hanapinmarketing.com

Holiday sales are the ultimate chance for companies to boost profits and make it back into the black with paid search promotions. In this webinar presentation, we gathered four ecommerce experts that divulged their secrets on what you absolutely need to have and how to make your paid search campaigns super successful this holiday season. The panel included Purna Virji from Bing, Jose Rodriguez from Google, Matt Umbro, founder of #PPCChat, and Carrie Albright, from Hanapin.

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