Approximately $4 trillion worth of merchandise will be abandoned in online shopping carts this year according to BI Intelligence estimates. With Holiday shopping season steadily approaching, now is the time to fill the gaps in your PPC strategy. How can you capitalize on these hot prospects? Join us Tuesday, September 29th as WordStream showcases trending topics & strartegies in PPC for retailers. Learn tactics from our industry expert like: What PPC best practices exist for targeting in-store & online shoppers How to boost seasonal sales Tricks for staying in front of the casual shopper Tips for avoiding shopping cart abandonment

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Live Webinar
Featuring Margot Da Cunha
Wordstream & Freestyle Solutions
09.29.2015

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Freestyle Solutions is a cloud based inventory and order management
software that seamlessly connects your eCommerce platform with your
sales channels, shipping providers and accounting software. They
automate the process of managing inventory, processing orders and
reconciling accounting. Their real-time inventory controls increase sales
and grow businesses.
Meet Our Partner: Freestyle Solutions

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Meet Margot
• PPC Expert & Content
Creator at WordStream
• Background in PPC, social
media, & blogging
• Fun Fact: My favorite thing
to shop for is food

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• Launch Poll
We’d Like To Learn About You

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Source: MineWhat
81% of shoppers conduct online research
before they make a purchase

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60% of people begin shopping by
using a search engine to find the
products they want
Source: MineWhat

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Yet, Retail PPC for Isn’t Easy…
“Retail is black and white. You
either make a sale or you don’t.” –
Jaclyn Jordan, WordStream Senior Paid Search Strategist

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Retailers spent 47% more on Google’s
shopping ads than they did a year ago

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Shopping Ads vs. Search Ads

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What’s the difference?

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What’s the difference?
Shopping SearchVS.
• Quick & Easy ROI
• Image
• Special Offers
• Branding
• Returning Buyers
• Sitelink Extensions

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USE BOTH! Find Out Which
Channel Works Best for
Your Business

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Shopping Ad Pro Tips!

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USE BOTH! Find Out Which
Channel Works Best for
Your Business

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USE BOTH! Find Out Which
Channel Works Best for
Your Business
PRO TIP #1: Separate Shopping
Campaigns by Priority
Campaign  Settings  Shopping Settings 
Advanced  Campaign Priority

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Group Products Based on Their Value Find
Out Which Channel Works Best for
Your Business
VS

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USE BOTH! Find Out Which
Channel Works Best for
Your Business
PRO TIP #2: Ensure Price Points
Are Competitive

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USE BOTH! Find Out Which
Channel Works Best for
Your Business
Use Google’s Ad Preview and Diagnosis Tool
to See How Your Ads Compare to Competitors

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USE BOTH! Find Out Which
Channel Works Best for
Your Business
PRO TIP #3: Stand Out Amongst
Your Competition

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USE BOTH! Find Out Which
Channel Works Best for
Your Business
Gather Product Ratings
88% of consumers say they trust
online reviews as much as a
personal recommendation
Source: BrightLocal

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50 Reviews from a Google Approved
Review Aggregator
https://services.google.com/fb/forms/productreviews/
Product Rating
Interest Form

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Become a Google Trusted Store
https://www.google.com/retail/trusted-stores/

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Run Google Merchant Promotions
https://services.google.com/fb/forms/merchantpromotionsform/
Merchant Promotion Interest Form

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Search Ad Pro Tips!

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USE BOTH! Find Out Which
Channel Works Best for
Your Business
PRO TIP #1: Structure Campaigns Based
on Site Navigation and Product Groupings
http://bit.ly/1Kh1udG

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USE BOTH! Find Out Which
Channel Works Best for
Your Business
Campaign: New Arrivals
Campaign: Dresses
Campaign: Tops and Bottoms
Campaign: Outwear
Campaign: Jumpsuits
Campaign: Accessories

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TH! Find Out Which Channel
Works Best for Your
Business
Campaign: Dresses
• Ad group: Most Popular
• Ad group: Gowns
• Ad group: Cocktail
• Ad group: Night out
• Ad group: Daytime
• Ad group: Plus size

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USE BOTH! Find Out Which
Channel Works Best for
Your Business
PRO TIP #2: Increase the Credibility (and
Clickability) of Your Ad Copy with Numbers
“Numbers are easy to digest and understand, and studies
show that incorporating them into your copy can make it
appear more accurate and credible.”
- Unbounce’s Johnathan Dane

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USE BOTH! Find Out Which
Channel Works Best for
Your Business
PRO HACK: Implement Ad Customizers

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The Importance of Seasonality

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Understand Your Seasonal Peaks

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Ready Yourself for the Holidays!
 Analyze past holiday trends
 Q4 is prime time for most advertisers
 Build ads and landing pages
for seasonal peaks
 Use labels to easily pause
and un-pause seasonal ads
 Re-allocate budgets

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Unsure of Your Seasonal Peaks?

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Google Trends
Google.com/trends

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Bringing it All Together

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USE BOTH! Find Out Which
Channel Works Best for
Your Business
Create Returning Buyers with
REMARKETING

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USE BOTH! Find Out Which
Channel Works Best for
Your Business

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Remarketing List Types
 All visitors
 Product categories (URL contains category name)
 Upsell shoppers who already converted
 Abandoned shopping cart
 Certain time period after purchase

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• Launch Poll
Special Offer for Our Attendees

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Tweet me! @ChappyMargot
Give us a call:
(617) 963-0555 ext 2
Email: support@wordstream.com
Questions?