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How to Recover from the
Holidays Faster Than Your
How toCompetition the Holidays
Recover from
Faster Than Your Competition
#thinkppc
Presenters
• Amanda West-Bookwalter
– Sr. Account Manager at Hanapin Marketing
– Blogger at PPC Hero
– @Amanda_WestBook

• Cassie Oumedian
– Sr. Account Manager at Hanapin Marketing
– Blogger at PPC Hero
– @cass_oumedian

#thinkppc
Join the conversation
•

Include the hashtag #thinkppc in your Twitter tweets.

•

Or use the webinar question box to send us questions.

#thinkppc
Live Poll Question #1
How long have you been in PPC?
#thinkppc
A.
B.
C.
D.

Less than 1 year
1-3 years
3-5 years
5+ years

#thinkppc
Live Poll Question #2
How do you manage your account(s)?
#thinkppc
a)
b)
c)
d)

I manage it myself.
I’m part of a team that manages it.
I outsource my account management.
I’m rethinking how my account is managed.

#thinkppc
Q1 2013 Analysis
Where were you successful last year?
• Keyword report, SQR, product analysis

How has your CPCs, CTRs, and conv.
rates changed?
• QS, ads, landing pages

Where did you waste money?
• Keyword report, ad testing

Did you limit the big revenue
generators?
• Ads, bids, budgets, structure

#thinkppc
Competitor Research
SEMRUSH
Get detailed keyword, landing page, etc. data

#thinkppc
Competitor Research
SPYFU
Compare your PPC reach to your competitor’s

#thinkppc
Competitor Research
AUCTION INSIGHTS
Detailed information on important metrics in the AdWords interface

#thinkppc
Dayparting – Get Ahead While
Competitors Sleep
In one case-study Dayparting was able to
increase ROAS by 5X.
Volume can suffer so keep big picture goals in mind.

#thinkppc
Dayparting - By Device

*Image: Smartinsights.com featuring comScore data

#thinkppc
Another Year of Mobile

#thinkppc
Another Year of Mobile
Case Study:
Mobile Specific
Ads Had 19%
Higher CTR

#thinkppc
Ad Extensions
Easy way to increase CTR, increase traffic during slow times!
Probably new stuff since the last time you checked…

Case study showed 64% increase in CTR, which led
to a 17% decrease in CPC through increasing QS.

The newest one! Hard to get approved, but adds
lots of credibility!

#thinkppc
Live Poll Question #3
What is your biggest post holiday worry for your ppc
account?
#thinkppc

a)
b)
c)
d)

Strategic Planning Ideas.
Volume.
Achieving Target KPIs.
Other.

#thinkppc
PLA - 2014 Key Updates
•
•
•
•

New PLA Layout in SERPs
Google Shopping Campaigns
Local PLA Data Feeds
Mobile PLA Updates

#thinkppc
PLA - New Layout

#thinkppc
PLA – PLA Goes Local

#thinkppc
Branding
Invest in your brand during the slow times to increase sales and
boost your seasonal times.
CASE STUDY
• Target demo of women age 45+
• Invested in newspaper circulars during “off” time at the beginning of the summer.
• First year w/o, 2013, decrease in branded revenue during peak time of 33%

#thinkppc
Branding
Lots of new, quality targeting features.

Target search keywords, topics,
interests, demos…

Target topics, affinity
categories, search
companions, interests,
keywords, similar users,
demos…

Custom and look-a-like
audiences…

#thinkppc
Facebook - Custom Audience
Target Custom
Audiences Based by
uploading Phone
Numbers, Email, or
UIDs!

#thinkppc
Facebook - Lookalike Audience
Once you’ve created a
custom audience, target
user profiles that Lookalike
or are Similar to your
custom audience.

Facebook claims “online travel site saw 70% lower CPA”

#thinkppc
Google rep touch-base
Ask about…
• Gap analysis report
• Beta opportunities
• Strategy ideas

#thinkppc
Remarketing - Retargeting
Not Just for AdWords!
• AdRoll
• Facebook Newsfeed Retargeting
• Remarketing For Search
• Google Analytics Lists
• Place Pixels Now!

#thinkppc
Remarketing – Google Analytics

#thinkppc
Need Help?
Would you like help with your PPC accounts and management?
I’m interested in:
o PPC Management: We handle the day-to-day management of
your PPC account.
o Account Audit: We review your account for optimizations.

o PPC Retainer: We handle only specific needs within your
account.
o FREE Solutions Blueprint: We look at your account and provide
analysis and consultation (For accounts with $20K+ in adspend).

#thinkppc
Live Q&A Time!

#thinkppc
Have more questions?
Thank you for attending our webinar! #thinkppc

•

Get a free Solutions Blueprint from Hanapin Marketing
(for accounts greater than $20K/mo in adspend):
http://www.hanapinmarketing.com/solutions-blueprint-sign-up

•

Or Contact us Directly:
•

Webinar Feedback: marketing@hanapinmarketing.com

#thinkppc

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Digital Marketing Efficiencies for 2014

  • 1. HOSTED BY: HOSTED BY: How to Recover from the Holidays Faster Than Your How toCompetition the Holidays Recover from Faster Than Your Competition #thinkppc
  • 2. Presenters • Amanda West-Bookwalter – Sr. Account Manager at Hanapin Marketing – Blogger at PPC Hero – @Amanda_WestBook • Cassie Oumedian – Sr. Account Manager at Hanapin Marketing – Blogger at PPC Hero – @cass_oumedian #thinkppc
  • 3. Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. • Or use the webinar question box to send us questions. #thinkppc
  • 4. Live Poll Question #1 How long have you been in PPC? #thinkppc A. B. C. D. Less than 1 year 1-3 years 3-5 years 5+ years #thinkppc
  • 5. Live Poll Question #2 How do you manage your account(s)? #thinkppc a) b) c) d) I manage it myself. I’m part of a team that manages it. I outsource my account management. I’m rethinking how my account is managed. #thinkppc
  • 6. Q1 2013 Analysis Where were you successful last year? • Keyword report, SQR, product analysis How has your CPCs, CTRs, and conv. rates changed? • QS, ads, landing pages Where did you waste money? • Keyword report, ad testing Did you limit the big revenue generators? • Ads, bids, budgets, structure #thinkppc
  • 7. Competitor Research SEMRUSH Get detailed keyword, landing page, etc. data #thinkppc
  • 8. Competitor Research SPYFU Compare your PPC reach to your competitor’s #thinkppc
  • 9. Competitor Research AUCTION INSIGHTS Detailed information on important metrics in the AdWords interface #thinkppc
  • 10. Dayparting – Get Ahead While Competitors Sleep In one case-study Dayparting was able to increase ROAS by 5X. Volume can suffer so keep big picture goals in mind. #thinkppc
  • 11. Dayparting - By Device *Image: Smartinsights.com featuring comScore data #thinkppc
  • 12. Another Year of Mobile #thinkppc
  • 13. Another Year of Mobile Case Study: Mobile Specific Ads Had 19% Higher CTR #thinkppc
  • 14. Ad Extensions Easy way to increase CTR, increase traffic during slow times! Probably new stuff since the last time you checked… Case study showed 64% increase in CTR, which led to a 17% decrease in CPC through increasing QS. The newest one! Hard to get approved, but adds lots of credibility! #thinkppc
  • 15. Live Poll Question #3 What is your biggest post holiday worry for your ppc account? #thinkppc a) b) c) d) Strategic Planning Ideas. Volume. Achieving Target KPIs. Other. #thinkppc
  • 16. PLA - 2014 Key Updates • • • • New PLA Layout in SERPs Google Shopping Campaigns Local PLA Data Feeds Mobile PLA Updates #thinkppc
  • 17. PLA - New Layout #thinkppc
  • 18. PLA – PLA Goes Local #thinkppc
  • 19. Branding Invest in your brand during the slow times to increase sales and boost your seasonal times. CASE STUDY • Target demo of women age 45+ • Invested in newspaper circulars during “off” time at the beginning of the summer. • First year w/o, 2013, decrease in branded revenue during peak time of 33% #thinkppc
  • 20. Branding Lots of new, quality targeting features. Target search keywords, topics, interests, demos… Target topics, affinity categories, search companions, interests, keywords, similar users, demos… Custom and look-a-like audiences… #thinkppc
  • 21. Facebook - Custom Audience Target Custom Audiences Based by uploading Phone Numbers, Email, or UIDs! #thinkppc
  • 22. Facebook - Lookalike Audience Once you’ve created a custom audience, target user profiles that Lookalike or are Similar to your custom audience. Facebook claims “online travel site saw 70% lower CPA” #thinkppc
  • 23. Google rep touch-base Ask about… • Gap analysis report • Beta opportunities • Strategy ideas #thinkppc
  • 24. Remarketing - Retargeting Not Just for AdWords! • AdRoll • Facebook Newsfeed Retargeting • Remarketing For Search • Google Analytics Lists • Place Pixels Now! #thinkppc
  • 25. Remarketing – Google Analytics #thinkppc
  • 26. Need Help? Would you like help with your PPC accounts and management? I’m interested in: o PPC Management: We handle the day-to-day management of your PPC account. o Account Audit: We review your account for optimizations. o PPC Retainer: We handle only specific needs within your account. o FREE Solutions Blueprint: We look at your account and provide analysis and consultation (For accounts with $20K+ in adspend). #thinkppc
  • 28. Have more questions? Thank you for attending our webinar! #thinkppc • Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up • Or Contact us Directly: • Webinar Feedback: marketing@hanapinmarketing.com #thinkppc

Editor's Notes

  1. Kayla
  2. Kayla
  3. Kayla
  4. Kayla
  5. Kayla
  6. Using Dayparting To Get Ahead While Your Competition is Asleep Dayparting is an efficient way to get ahead of your competitors during hours that are more beneficial for your target user. Let’s say for example on a highly competitive term like “car insurance” it may be too expensive for you to compete during certain hours of the day but segmenting your bidding strategy by hours of the day or week, you could Increase or decrease bids accordingly and allow you to compete in a highly competitive space. But don’t just do this blindly, take the time to check out the dimensions tab and perform a Dayparting analysis that will show you when are the times of day and day of the week that make the most sense for your business.
  7. As Mobile access continues to grow it’s going to be important to determine user behavior not only by time of day but also by device. As you can see in this study by ComScore most Mobile traffic happens from 12am to 7am so you may want to increase mobile bids during these hours. Desktop and tablets tend to be more popular from 10am – 9pm (since we can’t segment tablets in ADWords) Become from familiar with your target marketing and their search behaviors and day part accordingly
  8. Kayla
  9. Product Listing Ads, which will be referred to simply “Local PLAs” in this article, are currently available to a select set of US based retailers such as REI and Sephora.So, will Local PLAs compete with Online PLAs? It depends. Google says currently on desktop, Local PLAs are served as annotations on online offers, so there isn’t direct competition between the two. On smartphones, however, there is competition as local offers may be served in a given position instead of the online offer. Advertisers can use the proximity bidding feature in AdWords to improve the position of local offers when a user is near their store. A Google spokesperson also notes that quality score is a significant component of ad position in Local PLAs just as any other AdWords ad
  10. When you think of remarketing and creating lists you probably immediately think of “Cart Abandorers” or Returning Customers, ect. And if you are using those list already that’s great! You are already ahead of the curve! But if you really want to take your campaign to the next level, get creative and try experimenting with some of the other list options available in Google Analytics for example: High Revenue Purchasers, Paid vs. Organic, Browser & Screen resolution. The sky is the limit and I’ll walk you through how you go about creating some of these list in Google Analytics.
  11. Kayla
  12. Kayla
  13. Kayla