Optimize Your PPC Campaigns for Holiday Shopping

© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 1© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex
The Basics Don’t Change During The Holidays
Landing
Pages
Landing
Pages
Intent Targeting Attracting Satisfying
Search
Query
Keyword
(Bid, QS, etc.)
Text Ad
Landing
Page/Site
Their
Question
Your
Answer

What Makes The Holidays Different?
• Purchase Intent
• Keywords & Search Queries
• Volume of Searches
• Urgency/Timing
• Stock
• Offers/Sales
• Different/Higher Competition
• Increased CPCs

Fine turn your text ad answer
to their holiday intent.

© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 4
Alex Cohen, Senior Marketing Manager
www.clickequations.com | @digitalalex
B2B Paid Search
on Steroids
Holiday Shopping on SteroidsHoliday Shopping on Steroids
Alex Cohen, Senior Marketing Manager
www.clickequations.com | @digitalalex

© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 5© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL
Tips for Better
Holiday
Messaging

Segregate Your
Brand Keywords
#

The Head Term Checklist
Review search queries weekly
Segregate brand keywords
Build a Match Type Keyword Trap
Organize campaigns for reporting
Maximize impression share
Test PPC/SEO cannibalization
Manually bid/review bid suggestions
Measure multiple goals
Test text ads
Tighten ad groups
Target and test landing pages
Optimize text ad continuity
Ensure offer continuity
Test new ad formats

Let’s Pick One Segment
Brand Terms Are Different

There are 4 Types of Brand Keywords
Brand – Pure
• sony, soney
Navigational Brand
•sony website,
sony company,
www.sony.com
Brand – Related
• Howard Stringer
Brand Plus Keywords
• sony televisions

Put Them In Separate Ad Groups

Different Brand Keywords, Different Text Ads
Brand – Pure
• sony, soney
Navigational Brand
•sony website,
www.sony.com
Brand – Related
• Howard Stringer
Brand Plus Keywords
• sony televisions

Use Broad & Advanced Match Sparingly
Exact
Phrase
Broad
Advanced

Add Brand Terms as Negatives in Other Campaigns

Manage Your Ads with
Ad Parameters
#

Stock & Starting Price Vary By Inventory

Specific Text Ads Are Helpful

Use Ad Parameters to Dynamically Change Ads

Set Parameters for Each Keyword

Create Better Text Ad Answers with Scale!
Offer Examples
Shipping {param1: Just a Few} Days Left for Free Shipping!
Discounts Cups at More Than {param1: 20}% Off
BOGO sales Buy One, Get {param1: 1} Free!
Free Gifts Free {param1: $5} Gift Card With Purchase
Stock/Urgency Hurry, Only {param1: A Few} Cups In Stock

Some Things To Remember
• API Only
• Two parameter max
• Ad parameters are set on keywords, not ads
• Only accept numerical and currency values
(default text can be anything)
• More info:
– http://clck.it/ad‐parameter‐1
– http://clck.it/ad‐parameter‐2

Query Mine Your Head
Keywords for Winners
#

What Is A Search Query?

Focus On Your Head Terms
0.11% of all keywords
generate 80% of
all revenue

Where Are The Search Queries?
Google YahooBing (MSN)

Start With Broad Match Terms
www.ClickEquations.com/Analyst

Create a “Winners” List of Converting
Queries
Winners (Search Queries that convert profitably)
Search Query Keyword Match Type Avg CPC Clicks Cost
Last Click
Conversions
Last Click
Assists
Last Click
Revenue
urinary incontinence on dogs doghouse dogs urinary Broad 0.45$          2 0.89$     1 1 35.98$
dog calming spray dog calming Phrase 0.59$          2 1.18$     1 1 28.47$
bravo bully sticks in bulk bully sticks Phrase 1.27$          1 1.27$     1 0 89.99$
dog urinary medicine dogs urinary Broad 0.45$          3 1.34$     1 1 29.86$
wellness brand dog food wellness dog food Broad 0.55$          3 1.67$     1 0 61.53$
www.ClickEquations.com/Analyst

Promote Winners to Exact Match
Exact Match
Beats
Phrase Match
Beats
Broad Match

28

• 2009 Porsche 911 Turbo
• Used Porsche Resale Values
• Porsche Cayenne SUV
Porsche Cayenne Used Porsche Porsche 911
29

Long Version: Find Synonyms with Microsoft Ad Intelligen
Microsoft Advertising Intelligence
(http://bit.ly/searchintel)
Unreliable
Better

But, wait, there’s more!

Catch Trends with
“What’s Changed?” Reports
#

Top 10 Reports Hide Trends
March ‘10 April ‘10

Listen to The Master
"While we obsess about our brand terms and our top
ten key phrases the reality is that the long tail of
search means that our organic and search campaigns
focus on tens of thousands or hundreds of thousands
of keywords.
One effective strategy to deal with this purely data
problem is to focus on what's changed."
‐Avinash Kaushik
Author, Web Analytics 2.0
Advisor, ClickEquations

Example: Hot Campaigns & Keywords

Create a What’s Changed Report

Try It TODAY: Free Google Analytics Plug‐In
http://clck.it/whats-changed

43 Paid Search Marketing Tools
1. Keyword Research
– Google Keyword Research Tool ‐
https://adwords.google.com/select/KeywordToolExternal
– Wordtracker – www.wordtracker.com
– Trellian Keyword Discovery ‐
http://www.keyworddiscovery.com/
– SEO Book Keyword Tool –
http://tools.seobook.com/keyword‐tools/seobook/
– Wordstream – www.wordstream.com
2. Competitive Analysis
1. Compete – www.compete.com
2. AdGooRoo – www.adgooroo.com
3. SEMRush – www.semrush.com
4. The Search Monitor – www.thesearchmonitor.com
5. iSpionage – www.ispionage.com
3. Display Research
1. Google Placement Tool – Instructions ‐
http://clck.it/placement‐tool
2. DoubleClick Ad Planner –
http://www.google.com/adplanner/
3. Web Data Extractor ‐ http://www.webextractor.com/
4. Performance Marketing Platforms
• ClickEquations – www.clickequations.com
• Kenshoo – www.kenshoo.com
• Marin Software – www.marinsoftware.com
• Acquisio – www.acquisio.com
• AdWords Editor –
www.google.com/intl/en/adwordseditor/
• adCenter Desktop ‐ http://clck.it/9JbCPS
5. Niche Tools
• Mongoose Metrics – www.mongoosemetrics.com
• Optimine – www.optimine.com
• MarchEx – www.marchex.com
• ClearSaleing – www.clearsaleing.com
6. Testing & Personalization
• Google Website Optimizer ‐ www.google.com/websiteoptimizer
• Omniture Test & Target ‐ http://clck.it/testandtarget
• Monetate – www.monetate.com
• Sitespect – www.sitespect.com
• Ion Interactive – www.ioninteractive.com
7. Analytics – Qualitative
• 4Q – http://4q.iperceptions.com
• Foresee – www.foreseeresults.com
• UserTesting – www.usertesting.com
• iPerceptions – www.iperceptions.com
• KnowClick – www.knowclick.com
8. Analytics – Quantitative
• Adobe by Omniture – www.omniture.com
• Unica – www.unica.com
• Google Analytics – www.google.com/analytics
• Coremetrics – www.coremetrics.com
• Webtrends – www.webtrends.com
9. Customer Relationship Management (CRM)/Lifetime Value (LTV)
• SalesForce – www.salesforce.com
• SAP – www.sap.com
• NetSuite – www.netsuite.com
• Venda – www.venda.com
• Volusion – www.volusion.com
ClickEquations.com/Blog

ClickEquations: Intelligent Paid Search Platform
ClickEquations enables you to
manage all aspects of your accounts
more easily
• Campaign management with bulk
editing and easy‐to‐use optimization
• Powerful bid management created
with experts from the Wharton School
• Best in class analytics for advanced
and automated reporting
• And ClickEquations makes it all
easy through Segments, Adviser,
and Analyst
www.ClickEquations.com | @digitalalex

ClickEquations – Alex Cohen
www.ClickEquations.com
www.AlexLCohen.com@DigitalAlex
acohen@clickequations.com
484‐362‐1321

Optimize Your PPC Campaigns for Holiday Shopping

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