It is possible to deliver bullet-proof promotions with minimal effort to net the best ROI for your time and focus. The top tricks and tools at your disposal for managing promotions effectively in paid search. Watch replay here: http://www.roirevolution.com/promos/replay-webinar-maximizing-promotional-sales.php

1. ©2015 ROI Revolution, Inc.

2. What You’ll Learn Today
©2015 ROI Revolution, Inc.
New opportunities and
strategies for maximizing
profitability with promotions
How to use automation
for flawless and timely
execution
How to save time and effort
on your weekly AdWords
promotional workflows
How to prevent common
mistakes that can actually limit
promotional sales volume

3. ©2015 ROI Revolution, Inc.
Get the recording:
tinyurl.com/adwordspromos

4. Common Obstacles to Optimal Promotions
©2015 ROI Revolution, Inc.
Not enough time
Insufficient planning
Lack of feature knowledge
Perceived “ad history” risks

5. Why Maximizing Promotions Matters
©2015 ROI Revolution, Inc.
$100
$95
$90
$85
$80
$75
$70
$65
$60
$55
$50
5%
11%
18%
25%
33%
43%
54%
67%
82%
100%
$0
$10
$20
$30
$40
$50
$60
$70
$80
$90
$100
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
AOV Conversion Rate Increase Required to Maintain Revenue
5% 10% 15% 20% 25% 30% 35% 40% 45% 50%0%
Depth of Promotion (as percentage off)

6. ©2015 ROI Revolution, Inc.
Merchant
Promotions

7. • Attractive icon and link to differentiate the ad
• Clearly stated promotional details before the website
is visited and the advertiser is charged
• Ability to schedule promotional dates in advance
Benefits to advertisers:
©2015 ROI Revolution, Inc.
Merchant Promotions

8. Merchant Promotions
85 94
144
1.3%
1.4%
1.7%
0.0%
0.3%
0.5%
0.8%
1.0%
1.3%
1.5%
1.8%
2.0%
0
25
50
75
100
125
150
175
200
Week 1 Week 2 Week 3 (Launch)
Conversions Conversion Rate
380%
430%
570%
$45 $43
$32
$-
$10
$20
$30
$40
$50
$60
0%
100%
200%
300%
400%
500%
600%
Week 1 Week 2 Week 3 (Launch)
Return on Ad Spend Cost per Conversion
©2015 ROI Revolution, Inc.

9. Merchant Promotions
$43.81 $42.61
$40.15
$47.71
$4.42
450% 470% 440% 420%
3320%
0%
500%
1000%
1500%
2000%
2500%
3000%
3500%
4000%
4500%
5000%
$0
$5
$10
$15
$20
$25
$30
$35
$40
$45
$50
All Traffic Headline Sitelink Product Listing
Ad
Products Listing
Ad Coupon
(Merchant
Promos)
Cost per Conversion Return on Ad Spend
©2015 ROI Revolution, Inc.

10. Setting it up:
1. Site-wide promotions:
Set up in Merchant Center (“Promotions” link)
2. Promotions for specific products or categories:
Create a promotional feed and upload it to your Merchant Center account
©2015 ROI Revolution, Inc.
Merchant Promotions

11. ©2015 ROI Revolution, Inc.
Sale Prices in
Shopping Ads

12. Same Product, same shipping rates.
POLL: Which ad would you choose?
Sale Price in Shopping Ads
©2015 ROI Revolution, Inc.

13. ©2015 ROI Revolution, Inc.
Sale Price in Shopping Ads

14. ©2015 ROI Revolution, Inc.
Sale Price in Shopping Ads

15. Sale Price in Shopping Ads
sale_price
• Shows the discounted price instead of the regular price
• Same discounted price must be shown on the landing page also
sale_price_effective_date
• Must follow correct syntax:
YYYY-MM-DDT12:00-0500/YYYY-MM-DDT23:59-0500
StartDateTStartTime-TimeZone/EndDateTEndTime-Time Zone
• Can be set up well in advance
• When sale ends, regular price shows again
Add 2 new fields in Google Merchant Center Feed
©2015 ROI Revolution, Inc.

16. ©2015 ROI Revolution, Inc.
Ad Customizers

17. Ad Customizers - Countdown Ads
Countdown to an
event or deadline
Countdown to
recurring events
Varieties and
starting prices
Product
specifications
Examples of Ad Customizer Applications

18. Ad Customizers - Countdown Ads

19. Ad Customizers
Setting it up
1. Go to the “Business Data” page (in your “Shared Library” section in AdWords)
2. Click the button and choose “Ad Customizer Data”
3. Download the “ad customizer data template”
4. Complete the template with your own data, save the file and upload it
5. Create ads that use “ad customizer” dynamic tags
©2015 ROI Revolution, Inc.

20. Ad Customizers – Case Study
©2015 ROI Revolution, Inc.
$55.44
$9.92
1.42% 1.40%
0.33%
1.74%
$0.00
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
1.60%
1.80%
2.00%
Sale Ads Countdown Sale Ads
Cost Per Conversion CTR Conversion Rate

21. ©2015 ROI Revolution, Inc.
Callout Extensions

22. Callout Extensions
©2015 ROI Revolution, Inc.

23. Callout Extensions
©2015 ROI Revolution, Inc.
• Promotional text can be launched for all
campaigns very quickly
• Ability to schedule in advance
Benefits to advertisers:
Setting it up:
In the callout extension page (in the “view” drop-down menu), click

24. ©2015 ROI Revolution, Inc.
Sitelinks Extensions

25. Sitelinks Extensions
©2015 ROI Revolution, Inc.
• Promotional text can be launched
for all campaigns very quickly
• Ability to schedule in advance
Benefits to advertisers:
Setting it up:
On the sitelinks extension page (in the “view” drop-down menu), click

26. ©2015 ROI Revolution, Inc.
Display Ads

27. Promotions in Display Ads
©2015 ROI Revolution, Inc.
Crystal clear offer
Make promo noticeable
Include timeframes
Launch & Pause on time
Target remarketing lists
Vagueness (“big sale”)
Too wordy
Fine print/Terms & cond
Dishonesty or deception

28. Display Ads
©2015 ROI Revolution, Inc.
Live on
2/23/2015!

29. ©2015 ROI Revolution, Inc.
Landing Page &
Website Experience

30. Landing Pages & Website
©2015 ROI Revolution, Inc.
Make promos obvious on landing
pages (not just home page)
Show sale price on product pages
Target “cart abandoners” with all
promotions
Hide Promo codes or
make them difficult to redeem

31. Common Promotional Mistakes
©2015 ROI Revolution, Inc.
1. Pausing all ads except promotional ads
2. Promotion fatigue or “deal training”
3. Untimely execution

32. What You’ve Learned Today
©2015 ROI Revolution, Inc.
New opportunities and
strategies for maximizing
profitability with promotions
How to use automation
for flawless and timely
execution
How to save time and effort
on your weekly AdWords
promotional workflows
How to prevent common
mistakes that can actually limit
promotional sales volume

33. ©2015 ROI Revolution, Inc.
Get the recording:
tinyurl.com/adwordspromos