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.

1. Supercharge Holiday
Sales with These
Must-Have PPC Tactics

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. Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send us
questions.

4. Let’s get started!

5. Planning
Execution
Strategy

6. Planning

7. #thinkppc
Where to start?
The “Need to
Know” List
Structure &
seasonal trends
Planning

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. #thinkppc
Where to start?
The “Need to
Know” List
Structure &
seasonal trends
Planning

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. 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. #thinkppc

13. #thinkppc

14. #thinkppc
Where to start?
The “Need to
Know” List
Structure &
seasonal trends
Planning

15. Strategy

16. #thinkppc
Mobile
Search
strategy
The “Must Have” of
the Season
Strategy
ShoppingStrategy

17. #thinkppc

18. #thinkppc
Mobile
Search
strategy
The “Must Have” of
the Season
Strategy
ShoppingStrategy

19.  Location, call, price, sitelink extensions
 Mobile-specific CTAs
 Mobile shopping bid mods
 Voice Search
#thinkppc
Think Mobile, Think Actions

20. #thinkppc
Mobile
Search
strategy
The “Must Have” of
the Season
Strategy
ShoppingStrategy

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. #thinkppc
Mobile
Search
strategy
The “Must Have” of
the Season
Strategy
ShoppingStrategy

23. Execution

24. #thinkppc
Timely and
Efficient
New tools &
features?
When to
return to the
Drawing Board
EXECUTION

25. #thinkppc
Countdown Ads

26. #thinkppc
Countdown Ads

27. #thinkppc
Timely and
Efficient
New tools &
features?
When to
return to the
Drawing Board
EXECUTION

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. #thinkppc
Timely and
Efficient
New tools &
features?
When to
return to the
Drawing Board
EFFICIENCY

30. #thinkppc
Merchant Promotions
http://help.bingads.microsoft.com/apex/index/3/en/56805

31. #thinkppc
Timely and
Efficient
New tools &
features?
When to
return to the
Drawing Board
EFFICIENCY

32. IN-HOUSE
PARTNERSHIPS

33. Providing your team with agency resources and
thought-leadership for less than one full-time
expert.
#thinkppc

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. Thank you for attending our webinar! #thinkppc
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