This document provides a summary of a webinar on PPC holiday planning strategies and best practices. The webinar agenda includes discussing PPC holiday planning, campaign best practices, getting product listing ads holiday ready, remarketing strategies, optimizing ads and landing pages, and enabling ad extensions. Speakers include Cassie Oumedian from Hanapin Marketing and Jeff Stevens from WordStream. The webinar includes polls, tips from the speakers, and opportunities for Q&A.
For more information, visit www.wordstream.com
Do you hear sleigh bells jingling? That's the sound of the holidays approaching fast – are your PPC campaigns ready for it?
It's not too late to make some adjustments that could make a big difference in your holiday sales numbers! In this webinar, 8 Ways to Boost Your Holiday Sales and One Up the Competition (presented by WordStream and Hanapin Marketing), you'll learn tips and tricks to get your AdWords account ready for the holiday rush, including how to:
- Build a campaign based on holiday-themed searches
- Leverage Product Listing Ads for e-commerce
- Use promotions and coupon codes in your holiday ads
- Optimize landing pages for holiday promotions
Plus many more ways to use extensions, calls to action, remarketing and more to beat out your competitors this holiday season.
During the holiday shopping season, brand advertisers know they need to be everywhere their shoppers are in the buying journey. There aren’t many channels out there that allow advertisers to achieve this, but Facebook advertising is one of them.
Facebook advertising has the power to increase products awareness, drive conversions, maintain customers & maximize bottom-line revenue.
For some marketers, Custom Audiences are considered an absolute necessity to improve Facebook performance. But for many others, who don’t fully understand the sophistication of these unique targeting options, it’s going to be difficult to see improvement in your Facebook ad strategy. This webinar will give you the targeting techniques to implement today.
5 Things We Learned From Testing Ad Creative Across Paid Social ChannelsTinuiti
A recent Nielsen survey found that 47% of a brand’s sales lift from advertising came from the creative. With Facebook’s push towards automation, creative poses the largest opportunity for performance and growth. Whether it’s best practice ad copy or image and video design, finding the creative combination that works best for the goal at hand will help improve campaign and media spend efficiency. Hear from our experts as we unpack what we’ve learned from regularly testing, measuring, and refreshing client’s creative like e.l.f., Bare Necessities and Ownable to drive incremental performance. Learn how to gather data to optimize and inform your creative strategy across your social campaigns.
Before jumping on the Facebook/Twitter/ social media bandwagon, it’s important that organizations assess the alignment of their business objectives relative to their online presence and reach.
PMG Media Group can setup a one-on-one consultation with of our managers familiar with your industry to conduct a needs analysis and market research. PMG targets, friend, follow, and engage with people from your target market (free organic traffic) + invite your existing customers to all of your social media pages.
We teamed up with our friends over at Refuel Creative to help advertisers create actionable strategies to make more revenue from PPC.
Whether you work at a marketing agency or are advertising your own business, this webinar will help you elevate your PPC performance.
The 2019 Amazon Prime Day Expert Approach Series TinuitiTinuiti
Nearly half of U.S. households have an Amazon Prime membership, according to a report from CIRP. With Amazon’s biggest shopping holiday around the corner – Prime Day, learn how to maximize your brand equity and take your marketplace strategy to the next level. In this series, we’ll review trends from previous years and unpack expert best practices from retail readiness, marketing advertising preparation, inventory management, to content optimization that will help your business stand out and succeed during Amazon’s 2019 Prime Day.
For more information, visit www.wordstream.com
Do you hear sleigh bells jingling? That's the sound of the holidays approaching fast – are your PPC campaigns ready for it?
It's not too late to make some adjustments that could make a big difference in your holiday sales numbers! In this webinar, 8 Ways to Boost Your Holiday Sales and One Up the Competition (presented by WordStream and Hanapin Marketing), you'll learn tips and tricks to get your AdWords account ready for the holiday rush, including how to:
- Build a campaign based on holiday-themed searches
- Leverage Product Listing Ads for e-commerce
- Use promotions and coupon codes in your holiday ads
- Optimize landing pages for holiday promotions
Plus many more ways to use extensions, calls to action, remarketing and more to beat out your competitors this holiday season.
During the holiday shopping season, brand advertisers know they need to be everywhere their shoppers are in the buying journey. There aren’t many channels out there that allow advertisers to achieve this, but Facebook advertising is one of them.
Facebook advertising has the power to increase products awareness, drive conversions, maintain customers & maximize bottom-line revenue.
For some marketers, Custom Audiences are considered an absolute necessity to improve Facebook performance. But for many others, who don’t fully understand the sophistication of these unique targeting options, it’s going to be difficult to see improvement in your Facebook ad strategy. This webinar will give you the targeting techniques to implement today.
5 Things We Learned From Testing Ad Creative Across Paid Social ChannelsTinuiti
A recent Nielsen survey found that 47% of a brand’s sales lift from advertising came from the creative. With Facebook’s push towards automation, creative poses the largest opportunity for performance and growth. Whether it’s best practice ad copy or image and video design, finding the creative combination that works best for the goal at hand will help improve campaign and media spend efficiency. Hear from our experts as we unpack what we’ve learned from regularly testing, measuring, and refreshing client’s creative like e.l.f., Bare Necessities and Ownable to drive incremental performance. Learn how to gather data to optimize and inform your creative strategy across your social campaigns.
Before jumping on the Facebook/Twitter/ social media bandwagon, it’s important that organizations assess the alignment of their business objectives relative to their online presence and reach.
PMG Media Group can setup a one-on-one consultation with of our managers familiar with your industry to conduct a needs analysis and market research. PMG targets, friend, follow, and engage with people from your target market (free organic traffic) + invite your existing customers to all of your social media pages.
We teamed up with our friends over at Refuel Creative to help advertisers create actionable strategies to make more revenue from PPC.
Whether you work at a marketing agency or are advertising your own business, this webinar will help you elevate your PPC performance.
The 2019 Amazon Prime Day Expert Approach Series TinuitiTinuiti
Nearly half of U.S. households have an Amazon Prime membership, according to a report from CIRP. With Amazon’s biggest shopping holiday around the corner – Prime Day, learn how to maximize your brand equity and take your marketplace strategy to the next level. In this series, we’ll review trends from previous years and unpack expert best practices from retail readiness, marketing advertising preparation, inventory management, to content optimization that will help your business stand out and succeed during Amazon’s 2019 Prime Day.
Bridging the Gap: Aligning Influencer Content & Paid Social for Maximum ROI W...Tinuiti
How does your brand keep up with the constant need for fresh creative? In comes Influencer Generated Content (IGC). Seamlessly integrate influencer creative with paid social, implement this content into your advertising strategy and push your reach to maximize ROI.
Some Topics We’ll Discuss:
Unpacking Consumer Demand For Brand Personalization
Leveraging IGC In Your Advertising Strategy
Audience Targeting Reflective Of Your IGC Campaigns
Sourcing the Right Influencers For Your Brand
Tactical Practices For Testing Creative
Don’t miss out – CPC Strategy & Revfluence join forces to discuss the value of Influencer Generated Content and how to implement creative content in your advertising strategy to increase ROI.
Ask An Expert: Actionable Facebook Campaign Strategies For Black Friday & BeyondTinuiti
The Story: With over 2 billion monthly active users, Facebook is the perfect platform for retailers to further impression share, drive brand affinity & revenue, and increase ROI. With an influx of traffic looming in the horizon, it is imperative to align your Facebook campaigns to meet your specific goals for Black Friday & Cyber Monday.
The 2019 Amazon Prime Day Expert Approach Series NumeratorTinuiti
Nearly half of U.S. households have an Amazon Prime membership, according to a report from CIRP. With Amazon’s biggest shopping holiday around the corner – Prime Day, learn how to maximize your brand equity and take your marketplace strategy to the next level. In this series, we’ll review trends from previous years and unpack expert best practices from retail readiness, marketing advertising preparation, inventory management, to content optimization that will help your business stand out and succeed during Amazon’s 2019 Prime Day.
The 2019 Amazon Prime Day Expert Approach Series Jungle Scout Tinuiti
Nearly half of U.S. households have an Amazon Prime membership, according to a report from CIRP. With Amazon’s biggest shopping holiday around the corner – Prime Day, learn how to maximize your brand equity and take your marketplace strategy to the next level. In this series, we’ll review trends from previous years and unpack expert best practices from retail readiness, marketing advertising preparation, inventory management, to content optimization that will help your business stand out and succeed during Amazon’s 2019 Prime Day.
In this Expert Session, Kirk Williams gives us a great introduction to Shopping Ads for Bing and Google. Shoppings Ads are becoming more and more important to eCommerce and Kirk shows us why: they can be some of the most effective ads out there when executed correctly.
Kirk shows us tips, tricks and strategies to optimize these ads for a hefty return on your ad budget. You'll learn how to find the best keywords to use and you'll see the technology used by everyone from the smallest online stores to the biggest e-commerce giants like Wal-Mart and Amazon. Kirk will show you where to focus your energy to get the biggest return on your biggest investment: your time.
How Retail Marketers can Boost Their Facebook Advertising ROI in 2016Tinuiti
CPC Strategy & AdEspresso have teamed up to bring you a LIVE 60min Facebook Advertising course. We will dive into Facebook advertising strategies that will help you create awareness & drive conversions for your products.
The 2019 Amazon Prime Day Expert Approach SeriesTinuiti
Nearly half of U.S. households have an Amazon Prime membership, according to a report from CIRP. With Amazon’s biggest shopping holiday around the corner – Prime Day, learn how to maximize your brand equity and take your marketplace strategy to the next level. In this series, we’ll review trends from previous years and unpack expert best practices from retail readiness, marketing advertising preparation, inventory management, to content optimization that will help your business stand out and succeed during Amazon’s 2019 Prime Day.
Maximizing Facebook Dynamic Ad Conversions & Improving ROITinuiti
Facebook ads are an incredible tool to build an audience following, but the power of retargeting shoppers through Dynamic Ads is what sets Facebook apart from other forms of paid social advertising. If you’re not using Dynamic Ads, it’s likely you’re missing out on one of Facebook’s most rewarding ad types.
Facebook & Instagram Advertising Audience + Conversion Series - Day 2Tinuiti
How well do your campaign goals match up with your target ROI & defined success? Does there seem to be under-performing campaigns or misaligned goals?
Don’t worry, we see this a lot, and we’re going to arm you with strategies to improve your performance in this 2-day Facebook & Instagram advertising series.
Day1: How to Execute A Profitable FBA StrategyTinuiti
FBA is considered one of the most influential levers third-party sellers can utilize to improve marketplace performance, but without a proper FBA analysis, many sellers will see their profitability fall short of projections.While some sellers are seeing profitable returns through FBA, many are still looking for new revenue channels to drive bottom line growth.
Facebook & Instagram Advertising Audience + Conversion Series - Day 1Tinuiti
How well do your campaign goals match up with your target ROI & defined success? Does there seem to be under-performing campaigns or misaligned goals?
Don’t worry, we see this a lot, and we’re going to arm you with strategies to improve your performance in this 2-day Facebook & Instagram advertising series.
The 2019 Amazon Prime Day Expert Approach Series SkubanaTinuiti
Nearly half of U.S. households have an Amazon Prime membership, according to a report from CIRP. With Amazon’s biggest shopping holiday around the corner – Prime Day, learn how to maximize your brand equity and take your marketplace strategy to the next level. In this series, we’ll review trends from previous years and unpack expert best practices from retail readiness, marketing advertising preparation, inventory management, to content optimization that will help your business stand out and succeed during Amazon’s 2019 Prime Day.
FBA is considered one of the most influential levers third-party sellers use to improve marketplace performance, but without a proper FBA analysis, many sellers could see a decline in profits. While some sellers are seeing profitable returns through FBA, many are still looking for an edge on other sales channels to increase revenue/profitability.
What’s great about PPC is that you only pay when someone clicks on your ad. The bad news is that you are paying for every click, and this can get expensive — scary-expensive!
Check out these webinar slides as we share 13 Scary-Good Ways to Lower Your Cost Per Click in Google & Facebook Ads. You’ll learn:
- Average CPCs in 2021 for the top five PPC platforms.
- 13 platform-specific tips to lower your CPC.
- The one mistake you should avoid with CPCs.
It is no question, Facebook advertising is a prominent channel retailers & brands must be present in. However, different users have different needs and respond better to different advertising messages. With Facebook custom audiences, you can attract highly targeted shoppers, regain lost customers & sell upgrades/new products to existing customers.
Expert Report: Using Amazon Data for Last-Minute Holiday OptimizationsTinuiti
In this webinar, we partner with Amazon analytics and optimization experts Data Hawk to share insights on consumer behavior from Prime Day, how Prime membership numbers have changed, the supply chain effect on holiday shopping, and how you can translate these trends in actionable insights this holiday season.
From Clicks To Conversions: Driving Exponential ROI This Holiday SeasonTinuiti
Looking to hit your return on investment Return on Investment (ROI) goal or wondering what the right ROI is for your company?
Driving traffic to your site is step one. Next is moving your clicks to conversions. Lastly is using your customer data to optimize your strategy accordingly. Join us as we walk you through the best practices for improving CTR, CRO, and hitting your ROI goal this holiday season.
Join Optmyzr’s Fred Vallaeys and Hanapin’s Matt Umbro as they take you down the path of all the new and improved features that AdWords has rolled out…and what could be coming next!
Making Your Budget Stretch: How to Pull Off PPC for SMBs - HeroConf London Pr...Kirk Williams
In this presentation given at HeroConf London, Kirk Williams discusses how to manage PPC well with a limited budget.
“You have to spend money to make money” is an oft-repeated phrase in the business world, particularly when it comes to marketing. The conundrum the majority of businesses find themselves in, is that they don’t have the recommended spend allocation to devote to keeping up with their weightier competition.
Bridging the Gap: Aligning Influencer Content & Paid Social for Maximum ROI W...Tinuiti
How does your brand keep up with the constant need for fresh creative? In comes Influencer Generated Content (IGC). Seamlessly integrate influencer creative with paid social, implement this content into your advertising strategy and push your reach to maximize ROI.
Some Topics We’ll Discuss:
Unpacking Consumer Demand For Brand Personalization
Leveraging IGC In Your Advertising Strategy
Audience Targeting Reflective Of Your IGC Campaigns
Sourcing the Right Influencers For Your Brand
Tactical Practices For Testing Creative
Don’t miss out – CPC Strategy & Revfluence join forces to discuss the value of Influencer Generated Content and how to implement creative content in your advertising strategy to increase ROI.
Ask An Expert: Actionable Facebook Campaign Strategies For Black Friday & BeyondTinuiti
The Story: With over 2 billion monthly active users, Facebook is the perfect platform for retailers to further impression share, drive brand affinity & revenue, and increase ROI. With an influx of traffic looming in the horizon, it is imperative to align your Facebook campaigns to meet your specific goals for Black Friday & Cyber Monday.
The 2019 Amazon Prime Day Expert Approach Series NumeratorTinuiti
Nearly half of U.S. households have an Amazon Prime membership, according to a report from CIRP. With Amazon’s biggest shopping holiday around the corner – Prime Day, learn how to maximize your brand equity and take your marketplace strategy to the next level. In this series, we’ll review trends from previous years and unpack expert best practices from retail readiness, marketing advertising preparation, inventory management, to content optimization that will help your business stand out and succeed during Amazon’s 2019 Prime Day.
The 2019 Amazon Prime Day Expert Approach Series Jungle Scout Tinuiti
Nearly half of U.S. households have an Amazon Prime membership, according to a report from CIRP. With Amazon’s biggest shopping holiday around the corner – Prime Day, learn how to maximize your brand equity and take your marketplace strategy to the next level. In this series, we’ll review trends from previous years and unpack expert best practices from retail readiness, marketing advertising preparation, inventory management, to content optimization that will help your business stand out and succeed during Amazon’s 2019 Prime Day.
In this Expert Session, Kirk Williams gives us a great introduction to Shopping Ads for Bing and Google. Shoppings Ads are becoming more and more important to eCommerce and Kirk shows us why: they can be some of the most effective ads out there when executed correctly.
Kirk shows us tips, tricks and strategies to optimize these ads for a hefty return on your ad budget. You'll learn how to find the best keywords to use and you'll see the technology used by everyone from the smallest online stores to the biggest e-commerce giants like Wal-Mart and Amazon. Kirk will show you where to focus your energy to get the biggest return on your biggest investment: your time.
How Retail Marketers can Boost Their Facebook Advertising ROI in 2016Tinuiti
CPC Strategy & AdEspresso have teamed up to bring you a LIVE 60min Facebook Advertising course. We will dive into Facebook advertising strategies that will help you create awareness & drive conversions for your products.
The 2019 Amazon Prime Day Expert Approach SeriesTinuiti
Nearly half of U.S. households have an Amazon Prime membership, according to a report from CIRP. With Amazon’s biggest shopping holiday around the corner – Prime Day, learn how to maximize your brand equity and take your marketplace strategy to the next level. In this series, we’ll review trends from previous years and unpack expert best practices from retail readiness, marketing advertising preparation, inventory management, to content optimization that will help your business stand out and succeed during Amazon’s 2019 Prime Day.
Maximizing Facebook Dynamic Ad Conversions & Improving ROITinuiti
Facebook ads are an incredible tool to build an audience following, but the power of retargeting shoppers through Dynamic Ads is what sets Facebook apart from other forms of paid social advertising. If you’re not using Dynamic Ads, it’s likely you’re missing out on one of Facebook’s most rewarding ad types.
Facebook & Instagram Advertising Audience + Conversion Series - Day 2Tinuiti
How well do your campaign goals match up with your target ROI & defined success? Does there seem to be under-performing campaigns or misaligned goals?
Don’t worry, we see this a lot, and we’re going to arm you with strategies to improve your performance in this 2-day Facebook & Instagram advertising series.
Day1: How to Execute A Profitable FBA StrategyTinuiti
FBA is considered one of the most influential levers third-party sellers can utilize to improve marketplace performance, but without a proper FBA analysis, many sellers will see their profitability fall short of projections.While some sellers are seeing profitable returns through FBA, many are still looking for new revenue channels to drive bottom line growth.
Facebook & Instagram Advertising Audience + Conversion Series - Day 1Tinuiti
How well do your campaign goals match up with your target ROI & defined success? Does there seem to be under-performing campaigns or misaligned goals?
Don’t worry, we see this a lot, and we’re going to arm you with strategies to improve your performance in this 2-day Facebook & Instagram advertising series.
The 2019 Amazon Prime Day Expert Approach Series SkubanaTinuiti
Nearly half of U.S. households have an Amazon Prime membership, according to a report from CIRP. With Amazon’s biggest shopping holiday around the corner – Prime Day, learn how to maximize your brand equity and take your marketplace strategy to the next level. In this series, we’ll review trends from previous years and unpack expert best practices from retail readiness, marketing advertising preparation, inventory management, to content optimization that will help your business stand out and succeed during Amazon’s 2019 Prime Day.
FBA is considered one of the most influential levers third-party sellers use to improve marketplace performance, but without a proper FBA analysis, many sellers could see a decline in profits. While some sellers are seeing profitable returns through FBA, many are still looking for an edge on other sales channels to increase revenue/profitability.
What’s great about PPC is that you only pay when someone clicks on your ad. The bad news is that you are paying for every click, and this can get expensive — scary-expensive!
Check out these webinar slides as we share 13 Scary-Good Ways to Lower Your Cost Per Click in Google & Facebook Ads. You’ll learn:
- Average CPCs in 2021 for the top five PPC platforms.
- 13 platform-specific tips to lower your CPC.
- The one mistake you should avoid with CPCs.
It is no question, Facebook advertising is a prominent channel retailers & brands must be present in. However, different users have different needs and respond better to different advertising messages. With Facebook custom audiences, you can attract highly targeted shoppers, regain lost customers & sell upgrades/new products to existing customers.
Expert Report: Using Amazon Data for Last-Minute Holiday OptimizationsTinuiti
In this webinar, we partner with Amazon analytics and optimization experts Data Hawk to share insights on consumer behavior from Prime Day, how Prime membership numbers have changed, the supply chain effect on holiday shopping, and how you can translate these trends in actionable insights this holiday season.
From Clicks To Conversions: Driving Exponential ROI This Holiday SeasonTinuiti
Looking to hit your return on investment Return on Investment (ROI) goal or wondering what the right ROI is for your company?
Driving traffic to your site is step one. Next is moving your clicks to conversions. Lastly is using your customer data to optimize your strategy accordingly. Join us as we walk you through the best practices for improving CTR, CRO, and hitting your ROI goal this holiday season.
Join Optmyzr’s Fred Vallaeys and Hanapin’s Matt Umbro as they take you down the path of all the new and improved features that AdWords has rolled out…and what could be coming next!
Making Your Budget Stretch: How to Pull Off PPC for SMBs - HeroConf London Pr...Kirk Williams
In this presentation given at HeroConf London, Kirk Williams discusses how to manage PPC well with a limited budget.
“You have to spend money to make money” is an oft-repeated phrase in the business world, particularly when it comes to marketing. The conundrum the majority of businesses find themselves in, is that they don’t have the recommended spend allocation to devote to keeping up with their weightier competition.
Epic PPC Insights From Hanapin Marketing: What We've Learned As An AgencyHanapin Marketing
At Hanapin Marketing (producers of PPC Hero and Hero Conf), we are constantly learning and discovering new tips and tricks in PPC. We’ve experienced both the successes and the pitfalls that come with an industry that is constantly changing and growing and includes a variety of moving parts. In this webinar, we’ll be doling out some of our “secret sauce” as we like to call it here; things we’ve learned from being in the trenches on accounts day in and day out, as well as higher level learnings.
In this webinar recording, Associate Director of Paid Search, Jeff Baum, and Account Manager, Kristina McLane discuss epic insights and applied learnings for your own account.
You’ll get expert-level PPC tips like:
*Learn why “Testing Small and Going Big” is the safest strategy for PPC account testing
*Learn how automation can be your friend and force multiplier
*Hear Hanapin experts discuss why optimization schedules are so important to performance
Everything You Need To Know About AdWords Ad Extensions - UpdatedSam Owen
My complete guide to Google AdWords Ad Extensions from the 2014 PPC Masters conference in Hamburg, Germany. This deck looks at Sitelinks, Call, Location, App, Google+, Seller Ratings, Consumer Ratings, Beta extensions, Dynamic Search Ads and more.
Is business growth your top goal for 2016?
We’re here to help you make it happen.
Convincing clients to adopt new tactics and services into their business plan is a strong strategy to continue expansion. However, many clients may be unfamiliar or skeptical of new digital marketing methods, such as pay-per-click advertising and remarketing, that could greatly increase their reach and sales potential – so it’s your job to introduce them.
During this webinar, paid search expert Erin Sagin will walk you through who to target and how to counter common objections to sell clients on adopting new, lucrative online marketing strategies.
During this webinar, you'll learn:
-How to pitch clients on new digital marketing strategies
-Who to target from a PPC, ad buying, and remarketing perspective
-How to counter common objections and skepticisms
Margaret Dawson defines integrated marketing and the required components of an integrated marketing plan. You can use this template to set up your marketing program for success. From performing a market analysis and SWOT to establishing the right strategies and objectives to establishing the right metrics - and then putting an action plan together based on all of that.
Leveraging Micro-Moments: Using PPC When It Matters MostHanapin Marketing
As a marketer, your biggest opportunities are in the smallest moments. Reaching your customers in moments that matter, in a way that is relevant to their intent and context is not only needed, it’s absolutely essential to your brand. You should understand this new behavior (micro-moments) and take action to address it, as hearts, minds and dollars are won or lost in these moments.
Join experts from Google and Hanapin Marketing as they set the foundation of understanding these important micro-moments and discuss actionable PPC tactics, like remarketing for search and display and bid strategies, to boost your account’s performance during these moments.
You’ll get expert-level PPC tips like:
How to segment and reach your customers at any point in their purchase journey
Targeting bottom of the funnel customers with long tail keywords
Using remarketing lists to bring in new visitors
Facebook advertising has been around for just over 10 years. Do you know how to build out a successful Facebook and Instagram ad campaign? Let’s simplify this with expert strategies as we walk through a campaign build-out.
Want to scale your customer acquisition? We will show you where to gather your customer data, how to create accurate buyer persona types and how to triumphantly target new audiences.
Design Matters: Creative that Fuels the FunnelTinuiti
In this webinar, our creative experts discuss how to use the latest consumer preference data to inform your creative strategy. It’s time to inject some holiday spirit into your creative using an insights-based strategy!
Is content still king in 2020? Yes, content is alive and well, helping define your brand, build relevance and influence users towards conversion. Learn how to leverage content to draw disparate audiences into the funnel, make them stickier and improve life-time value. Helena will demonstrate what some of SEA’s biggest brands have done to drive growth through content and native amplification, and how you can apply these methods to your own brand.
NewsCred's Ultimate Guide to Content Marketing ROIstu.Dio
"You need a process and analytical framework to support your content strategy and tie it to your company’s bottom line. Building your content strategy around your key performance indicators (KPIs) before you dive into content production, will build greater credibility and focus amongst all team members."
Via NewsCred
You Asked, Bing Listened: Most Wanted Updates for 2018Hanapin Marketing
In this presentation, Bing’s Purna Virji and Hanapin’s Dani Gonzales are going to dive into these new updates for you, analyze them, and provide action steps for you to take when they come out.
How Retail Marketers can Boost Their Facebook Advertising ROI in 2016Tinuiti
CPC Strategy & AdEspresso have teamed up to bring you a LIVE 60min Facebook Advertising course. We will dive into Facebook advertising strategies that will help you create awareness & drive conversions for your products.
In this presentation, we delve into the power of AI in revolutionizing sales and marketing, with a focus on lead generation and cost optimization. As the search landscape evolves, the future of Google driving high volumes of website traffic is uncertain with the rise of LLMs, making AI's role even more significant. While only 3.7% of Canadian businesses have deployed AI, its adoption is critical for staying competitive. We'll discuss a step-by-step approach to AI integration, highlighting essential tools and the importance of proper training. From lead processing to content creation, AI emerges as a game-changer, significantly improving efficiency and quality. The core message is clear: AI is no longer an option but a component for modern marketing success, transforming how we approach sales and marketing. By carefully planning the steps, leveraging the right tools, and investing in training, businesses can harness AI's transformative power and gain a competitive edge.
Key Takeaways:
AI changes everything. AI is revolutionizing lead generation and cost savings in sales and marketing operations.
The rise of large language models (LLMs) is challenging Google's dominance in driving website traffic, making AI adoption even more crucial.
Despite the low adoption rate (only 3.7% of Canadian businesses using AI), integrating AI is critical for staying competitive.
A step-by-step approach is needed for successful AI integration, along with leveraging the right tools and providing proper training.AI is a game-changer for lead generation, content creation, and overall process efficiency and quality improvement.AI is no longer an optional tool but a fundamental component for modern marketing success.
Careful planning, using the right AI tools, and investing in training can help businesses harness AI's transformative power and gain a competitive edge.
Content marketing is a huge buzzword. But what doesn't it really mean for your business. And how do you find the resources and the budget to execute a content marketing strategy today?
In this presentation, delivered at MarketingProfs B2B Forum, I provide the 7 key factors to content marketing success. I outline a roadmap that any business can follow to achieve content marketing success. I demonstrate how you can deliver the content your buyers need at each stage of their journey, and I explain how focusing on subscribers can be the key to success.
Download the presentation and reach out to me for more details or to get your own customized content marketing strategy.
We match marketers to their future customers. Through our large array of media products, Convince & Convert Media helps companies increase leads and generate sales by putting the right message in front of the perfect audience.
How can we help you generate more leads and sales? Or how can we help you create and manage your own digital media products? Contact Us and we’ll be in touch immediately to set up a no obligations, pain-free conversation.
Creating a High Converting Inbound Marketing Strategysemrush_webinars
Is your digital strategy strong enough to tackle the market challenges and deliver growth in this fast-changing consumer landscape?
Andrew Levy and Tony Eades from the BrandManager (Sydney/Perth) will teach you the most important online marketing trends and how you can craft an effective Inbound marketing strategy aimed at increasing web traffic, high qualified leads and sales revenue . You will also discover what the future of marketing looks like.
Last Click is Outdated: Learn to Use Google Analytics’ New Attribution BetaHanapin Marketing
Join Briana Ogle from Hanapin Marketing and Dmitry Golovanov from Supermetrics as they walk through getting the new tool set up and show you how to use the model comparison tool for the new beta – as well as best practices for attribution and ways you can begin measuring it with tools you already have.
Join Hanapin Marketing’s Cassie Oumedian and Bryan Gaynor as they walk you through the 5 reasons your business should be taking advantage of the capabilities of Amazon DSP – as well as results businesses are seeing from the platform.
Join Hanapin Marketing’s Andrew Harder and TubeBuddy’s Daniel Batal as they walk you through how to sift through one of the world’s fastest-growing platforms and identify your target audience.
Connect the Likes: Tracking Visits to Improve Facebook Ads PerformanceHanapin Marketing
Join Kapil Mohan, product manager at Zenreach, and Bahador Jamshidi, paid social account manager at Hanapin, to learn how to use Facebook offline conversion to track campaigns to real-world outcomes.
Hiring a Marketing Agency? Critical Questions that Drive the Right DecisionHanapin Marketing
Whether this is your first time participating in the process of hiring an agency or your 5th time, it’s good to get a fresh perspective on what you should be looking for, including the types of questions to ask and the warning signs to look out for. To help you in the process, Hanapin’s President, Jeff Allen, and Director of Services, Carrie Albright, go through the primary elements you should consider when hiring an agency.
Diving Deeper into Programmatic: Succeeding Beyond the PPC LandscapeHanapin Marketing
Programmatic technology allows advertisers to take everything they know about their customers and potential customers and deliver a unique experience at each stage of the consumer journey.
Marketing managers are eager to take advantage of these opportunities, but many struggle to adapt and fully leverage the channel’s unique capabilities. CPM-based buying models and highly-flexible targeting complicate the transition away from PPC-only advertising, leaving many advertisers unsure of where to start.
In this webinar, Hanapin’s John Williams and MightyHive’s Ellen Perfect discuss programmatic’s expanding role within a mature digital strategy and walk through the ways advertisers can change their approach to the channel.
The Rise of Conversational Marketing - How to Leverage Chatbots for PPCHanapin Marketing
Hanapin Marketing Senior Account Manager Dani Gonzales will discuss how to leverage chatbots to help curate customized experiences, lower friction and get buyers the answers they need in order to drive them down the sales funnel.
Quora Evangelist JD Prater shares his insights on launching into the Quora platform and utilizing it to reach audiences at key moments in the customer lifecycle.
Google is Getting More Expensive - How to Get Around that with Better Audienc...Hanapin Marketing
Hanapin Marketing Associate Director of Services Diane Anselmo shares her tips for utilizing layered audiences in Google in order to maximize conversions, engagement, and lower cost per action.
Investing in Brand Campaigns? Post-Click Experience is KeyHanapin Marketing
In this presentation, Hanapin's Stephanie White will team up with Instapage’s Ginny Tonkin to teach you how to bring branded campaigns into your paid strategy and the details to pay attention to.
How to Maximize the Impact of Video Content with RetargetingHanapin Marketing
The ability to grab and hold a user's attention, especially on a mobile device gets more difficult every year. Video content in Social Media is quickly becoming the cost effective way to cut through the noise and hold people's attention. We have tested Twitter, Instagram, Facebook, YouTube and LinkedIn for audience growth, social engagement and content creation. You will learn how we streamed various types of live events to create video content for ads. After this session, you will be able to:
Prioritize the various video marketing options
Maximize the impact of video content with behavioral retargeting
Track and optimize social video in marketing campaigns.
Machine Learning Tech You Could and Should Use TomorrowHanapin Marketing
This session will explore machine learning tools and platforms already on the market…use cases…and how you can use them right now to create better forecasts, write better ad copy, get better CPAs and literally save lives.
Create a PPC Playground For Your Clients: How To Co-Create Your Ad CustomizersHanapin Marketing
It is a well-known challenge every marketer has to deal with: clients who want agencies to outperform their search activities without losing power over the message shown in the ads. Experience learns that a feed is not always the right solution or not even possible. With Ad Customizers you have a solution that will fit in any situation.
In this session you will learn to combine the power of Ad Customizers with Google Sheets and how this will result in an setup where it’s possible to co-create, alter and manage these at scale, for as many ads as you want in the blink of an eye.
This session will explain in what way you can co-operate with your clients on the ads and keep track of this in one shared file instead of your inbox. This means you can focus on maximizing the performance of the Search account instead of losing too much time on repetitive tasks such as ad copies. Furthermore you will walk away with valuable insights and best practices about current setups within different markets.
The average landing page bounce rate is 70-80%. The main reason for this alarmingly high rate is the absence of a category called “post-click optimization.” Creating an optimized ad is important, but the ad click is not the only thing that’s important, nor is it where the conversion occurs. In this session, you will learn:
- Why post-click optimization is a need and how it leads to personalization
- Common mistakes in today's post-click programs
- Advice for providing relevant post-click experiences for ad programs
Keynote: Using Creativity in Advertising to Stay AheadHanapin Marketing
This talk will explore how brands go beyond conventional demand capture to launch creativity in the ads that they run. Kirsty will tie this into how difficult it is to get cut through and how we need to start using PPC as a channel not just to capture demand but to grow brands.
Why are you at HeroConf? Yes, you want to learn the latest PPC tactics from the top experts in the world. Yes, you want to meet fellow PPC nerds. Yes, you wanna partyyyyy. More than all that, you're here because you want to build your career in PPC. Better still, you want to supercharge it! In this keynote, PPC superhero Daniel Gilbert will bring you the best of his knowledge about how to make this happen. We'll start by thinking about what a good career path is to you. Then look at the various paths available to PPC experts. We'll finish on how to prepare yourself for a more automated future.
First things first - some unique aspect of ad extensions, that even though they are fairly easy to set up and manage, their quality and relevance can make or break a text ad. The good, the bad and the ugly - some examples for ad extensions, best practices from my account manager days. Also a brief view into the future. There cant be a talk without mentioning AI these days. Understand your data - focus on ad extension reporting for detailed insights, and what to draw from that. It takes longer than 10 minutes? Automate it! I will show you an AdWords script that automatically creates product-specific sitelinks for any given AdWords text ad campaign.
In this session you will learn:
- Actionable best practice tips for ad extensions – why a love for detail matters, what has worked and what hasn’t in various industries
- Reporting tips – how to get detailed insights into your ad extensions and what to draw from them
- A script for automatically adding product-specific sitelinks to text ad campaigns
Why You Should (Not) be Using Automated Bidding StrategiesHanapin Marketing
Everybody talks about AI at the moment. However, many companies and agencies are not even using automated bidding strategies to make use of this easily accessible form of "artificial intelligence".
To investigate this situation, I will share my experience with implementing bidding strategies for lead generation and e-commerce accounts, show how to avoid the most common pitfalls and how to manage expectations.
The following questions will be tackled in this session:
- Should account managers be worried about handing over control to automated bidding strategies
- Which framework is required to use automated bidding strategies successfully?
- Is there a substantial increase in performance that would make it imperative to use them?
What I Learned In One Year Marketing on Pinterest..Yes It Was ProfitableHanapin Marketing
Pinterest users are conducting 600 Million+ visual searches per month on the platform. Did you know this... are you using Pinterest?
Our B2B and ecom clients that are growing their business by 11% on Pinterest. We want to see you grow your business too. This hands-on session is going to take you through the world of Pinterest and everything we have learned. In this session, you will learn the following:
- The Dos and Don'ts of marketing on Pinterest
- When people start their search for major holidays, sports, Pride and fashion week events
- What the mysterious CTR threshold is and how it can turbo charge your campaign
- How to segment your campaign for the best results
- Why you should stay away from the "One Tab" feature
- Are you ready for the marketing nirvana that is Pinterest?
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Generating a custom Ruby SDK for your web service or Rails API using Smithyg2nightmarescribd
Have you ever wanted a Ruby client API to communicate with your web service? Smithy is a protocol-agnostic language for defining services and SDKs. Smithy Ruby is an implementation of Smithy that generates a Ruby SDK using a Smithy model. In this talk, we will explore Smithy and Smithy Ruby to learn how to generate custom feature-rich SDKs that can communicate with any web service, such as a Rails JSON API.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
2. Join the conversation
Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
#thinkppc
3. Meet The Experts!
Cassie Oumedian
Account Manager, Hanapin Marketing
5+ years of online marketing experience
Worked with a variety of B2B and B2C verticals in ecommerce
and lead generation.
Managed AdWords, Bing and Facebook accounts with monthly
budgets from $30,000 to well into six figures
Jeff Stevens
Customer Success Specialist, WordStream
3+ years of digital marketing experience w/ focus on inbound
and paid search strategies.
Worked closely with HubSpot as a Certified Gold Partner
selling, planning, and executing full-blown inbound marketing
campaigns.
Recently transitioned to paid search as a general strategist and
client educator.
#thinkppc
4. Today’s Agenda
PPC Holiday Planning Strategies
Holiday Campaign Best Practices
Getting PLA Holiday Ready
Remarketing for Search
Optimizing Holiday Text Ads
Optimizing Landing Pages for holiday promotions
Dynamic Remarketing Ads
Enabling Ad Extensions
Q&A
#thinkppc
5. 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
6. 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
7. 1. PPC Holiday Planning Strategies
Key Online Shopping Days
Review Last Year’s Holiday Performance
What Promotions Are Running and When
What’s Your Budget?
Put it on the Calendar
#thinkppc
10. 2. Holiday Campaign Best Practices
Holiday Themes & Hot Buttons
Breakout by Performance/Promo
Content Caveats – Timing!
Mobile Adjustments
Day parting Adjustments
Campaign Start End Dates
#thinkppc
11. 2. Holiday Campaign Best Practices
Mobile Adjustments
“85 percent of users look at the top two positions, and
only 9 percent look at positions three through six”
#thinkppc
12. 3. Getting PLA Holiday Ready
Create a New Campaign
Update the Feed
Shipping – Adjust for Free Shipping
Upload New Promotional Ads ASAP
Mobile PLA – Opt in and Adjust
PLA Geo Expansions
#thinkppc
13. 3. Getting PLA Holiday Ready
Mobile PLA – Opt in and Adjust
“One online
clothing retailer saw
a 537% increase in
conversions and
77% increase in
ROAS.”
#thinkppc
15. 4. Remarketing for Search Holiday Strategy
Modify your ads, bids, and keywords based on your
visitors' past activity on your website
“Online tire retailer, saw a 161% conversion rate
increase with RFS, leading to a 22% overall sales
increase.”
#thinkppc
16. 4. Remarketing for Search Holiday Strategy
Don’t be Scared… Go Broad!
Bid on Competitive Holiday Terms Confidently
Encourage Shopping Cart Abandoners – Hurry! Sale Ending
Offer Promos To Existing or New Customers - Free Shipping
Create Highly Targeted Audience Lists
#thinkppc
17. 5. Optimizing Holiday Text Ads
Three Key Areas of Focus for Ad Text
1. Holiday Messaging and Language
2. Implementing Seasonal Promotions and Special Offers
3. Optimizing for Clicks
#thinkppc
18. 5. Optimizing Holiday Text Ads – Messaging & Language
Create new text ads that incorporate language and
messaging geared toward holiday shoppers/searchers.
eCommerce: emphasize the giving spirit of the
season, ability to avoid going to crowded stores,
guaranteed in-stock, etc.
Consumer Services: emphasize holiday
specials/unique holiday-specific services or temporary
seasonal changes to your offering.
Business-to-Business (B2B): emphasize time
sensitivity, year-end deals/availability, etc.
#thinkppc
19. 5. Some Examples of Holiday Messaging…
Query: “fleece jackets”
Creative Ad Text Get’s Noticed!
Query: “winter candles”
+ Always Stay Positive +
CONFIDENTIAL – DO NOT DISTRIBUTE
19
20. 5. Implementing Seasonal Promotions and Special Offers
Create new text ads that emphasize special seasonal
offers, time-sensitivity, unique bonus offers just for the
holidays, etc.
eCommerce: include coupon codes in ad text, %-off offers, free
shipping, free gift box included, guaranteed delivery date, preprepared gift sets, etc.
Consumer Services: emphasize last-minute offers for forgetful
shoppers, year-end deals, extended offers.
Business-to-Business (B2B): year-end deals, new fiscal year, extended
promotions.
CONFIDENTIAL – DO NOT DISTRIBUTE
20
21. 5. Some Examples of Seasonal Promotions…
Query: “designer scarves”
Coupon Code in Ad Text.
Query: “holiday lights”
General
Offer, Targeted
Text.
Query: “winter travel deals”
Sense of Urgency!
CONFIDENTIAL – DO NOT DISTRIBUTE
21
22. 5. The Ultimate Holiday Text Ad…
Relevant Keyword/DKI
Holiday Messaging
Social Media
Location Extensions Enabled
Sitelinks Enabled w/ Targeted
Destination URLs
Call Extension Enabled
CONFIDENTIAL – DO NOT DISTRIBUTE
22
23. 6. Optimizing Holiday Landing Pages for Conversions
Two Key Areas of Focus for Landing Pages
1) Alignment With Ad Text and Search Context
2) Driving for Conversions
CONFIDENTIAL – DO NOT DISTRIBUTE
23
24. 6. Alignment With Ad Text and Search Context…
Prominently Display Promotions and Specials that are
also Communicated in Your Ad Text
Banners, Bolded Text, Top-of-the-Fold
CONFIDENTIAL – DO NOT DISTRIBUTE
24
25. 6. Alignment With Ad Text and Search Context…
Use Seasonal Color Themes and Images
CONFIDENTIAL – DO NOT DISTRIBUTE
25
26. 6. Driving for Conversions…
Create Mobile Optimized Landing Pages
Image Source: www.signalhq.com
CONFIDENTIAL – DO NOT DISTRIBUTE
26
27. 6. Driving for Conversions…
Enable Social Sharing and Customize Default
Sharing Messages
CONFIDENTIAL – DO NOT DISTRIBUTE
27
28. 7. Experiment with Dynamic Remarketing
Create customized ads and show them to shoppers
who have visited your product pages in the past.
CONFIDENTIAL – DO NOT DISTRIBUTE
28
29. 7. Dynamic Remarketing Ads
Test ads with
various:
– Ad layouts
– Button
colors
– CTAs
– Value
propositions
CONFIDENTIAL – DO NOT DISTRIBUTE
29
30. 8. Enable Ad Extensions
CONFIDENTIAL – DO NOT DISTRIBUTE
30
31. 8. Sitelink Extensions
Adjust sitelinks to match the holiday season
Experiment with day parting
Create mobile specific links
Enable Enhanced sitelinks
CONFIDENTIAL – DO NOT DISTRIBUTE
31
34. Need Help?
Would you like…
a) WordStream: FREE demo of our PPC Management
Platform
b) Hanapin: FREE 1-on-1 Solutions Blueprint ($20k+
spend/Mo.)
#thinkppc
35. Thank you for attending WordStream & Hanapin Marketing’s Webinar!
Don’t forget to sign up for a Free Trial of WordStream:
http://www.wordstream.com/ppc-free-trial
Sign up for a Free Solutions Blueprint from Hanapin Marketing
http://www.hanapinmarketing.com/solutions-blueprint-sign-up
1-812-330-3134
"After multiple negative agency experiences,
the team at Hanapin stepped up to the plate
and delivered the level of service and
attention we had been looking for!"
1-855-967-3787
“GASP! My AdWords click through rate is up
486% on the same period last year – mainly
because I’m using @WordStream!”
-George Cole
- Stephen Ebbett
#thinkppc
Editor's Notes
Kayla
CassieKey Online Shopping Days -Review Last Year’s Holiday Performance - You’ll want to start your plan by first reviewing 2012 performance and apply your learnings to your 2013 plan. During your analysis you’ll want to review: Day parting, Key Days Traffic and Spend, Ad Copy Test Review, Promotions, Ad Extension performance. What Promotions Are Running and When – Now that you’ve reviewed last year’s performance you should have an idea of what worked well and what was well, meh. Work with your company or client to create a promotional calendar for the season and make sure you know what promotions are running, when they start and for how long they will run.In timing your holiday ad copy, ensure a window for ad approval. There’s nothing more face-palm inducing than uploading a set of beautifully constructed holiday ads and watch them sit, “Under Review,” as you await approval. Uploading any time-sensitive material at least 3 days in advance is strongly recommended. For image ads, this goes double. What’s Your Budget? A budget might be provided to you for the holiday season or you could use your findings from last year to help determine a budget for the upcoming year. Keep in mind the holiday season is a marathon and not a sprint. Be sure to have extra funds set aside for days that are the most profitable and use day parting to pull back on the days and hour of the days that are less profitable to help balance the budget. Put it on the Calendar – You’ve done your research, Know Your Key Dates, Have Your Promo Schedule Set and Determined your budget now – PUT IT IN WRITING! Or at least on your calendar, shared file or project management program. Using a filing sharing systems like Google Docs and Outlook ect. that can help keep one place for everyone to review and set reminders for key days is key. Meet with your team and make sure everyone involved knows their part in the big show and when things are due.
CassieAllow for extra budget around these days. Even if you need to pull back at different times of the days to allow for more budget during these key dates. Run a Day-parting Analysis from last year to get an idea of when you could adjust your budget. Remember it’s a marathon, not a sprint! Be ready and be prepared.
CassieHere is a screen shot of 2012 Q4 performance. As you can see the extreme peaks and valleys around the key days. This year more and more retailers are starting earlier and earlier so be preparedIf this is your first holiday season don’t fret! You can use tools like Google Trends to search for specific keywords in Geo’s during Q4 for last year to see search trends
CassieWhat To Include in Holiday Campaigns – During the holiday season the customer’s purchase intent moves from purchasing for oneself, to gift giving. It’s important to recognize this mind shift in the purchase cycle and build keywords and campaigns around key trigger items for the gift giver. The gift giver is going to be more conscious on purchasing exactly what is on a list, so be specific and descriptive in your ad copy. Holiday shoppers are also easily swayed a good deal. Including FREE SHIPPING and coupon codes in your ad copy have proven to be very successful during the holidays so be sure to use these in Ad Copy when you can. Below are also a few best practices to keep in mind while building out your Holiday Campaigns. Best Practices:Timing Upload Campaigns ASAP – Ad Approvals can take up to 3 business days or longer depending on industry. Also, the more history your campaigns have typically the better the Quality Score, which can lower your CpCs in a very competitive space. Breakout by performance/Promotion – Segment by either Campaign or Adgroup for high performing promotions such as Black Friday, Cyber Monday, ect. The benefit for campaign segmentation allows you to set up start and end dates for specific campaigns and specific budgets.Content Caveats: In preparing for a promotional deal, it may be successful strategy to release your ads 2-3 days before the sale begins. Give them something to salivate over while they wait for the promotion to officially start. A quick warning to those ready to set live the scores of “preview” ads for Black Friday, Cyber Monday, and Free Shipping Day: if your website is not prepared with this content, you need to wait. The policy that a promotion must be within 3 clicks of a landing page applies at all times, including the holiday season. If it’s not on the site, linking to the site will not get your anywhere. Uploading your ads before your release date is an expected best practice, however. If you have the URL for the appropriate landing page, such as the page that will go live on Cyber Weekend, you can certainly take advantage of this proactive strategy. Once the page is live, unpause those babies and let them rake in the traffic. Mobile Adjustments – Adjust mobile bid modifiers to prepare for increased competition in Google and Bing. Google States that 84% of holiday shoppers will be shopping on their phones while in a store so make sure you are ready to compete in the space. While we can’t adjust tablet bid modifiers in AdWords, we can in Bing so be sure to analyze this data and adjust bids accordingly. Day parting Adjustments – Holiday shoppers tend to shop at all hours of the night so make sure you that you are accounting for this. Regularly review and analyze day parting performance and adjust your bid modifiers if you are using them. Campaign Start End Dates – Using campaign start and end dates is a great way to manage the turning on and turning off ads for timely promotions such as Black Friday or Cyber Monday and keeps you from being up at all hours of the night (even though you probably will still be up anyways reviewing your accounts!).
CassieRecent research conducted with Nielsen shows that “48% of mobile consumers start their purchase journey with paid and organic search results”With smartphones, there’s a big difference between the top two and lower positions. Google’s eye-tracking test found that 85 percent of users look at the top two positions, and only 9 percent look at positions three through six. Make sure you have a unique bidding strategy for mobile separate from your desktop. Users interact differently with each device.** You can also track click to call conversions now in Conversion Column *as long as using Google Forwarding number* which allows you to use Free Automated Tools such as CPA bidding on Call Conversions nowMake sure to have adsWhile you cannot segment out for Tablet in Google, you can in Bing so Mobile Adjustments – Adjust mobile bid modifiers to prepare for increased competition in Google and Bing. Google States that 84% of holiday shoppers will be shopping on their phones while in a store so make sure you are ready to compete in the space. While we can’t adjust tablet bid modifiers in AdWords, we can in Bing so be sure to analyze this data and adjust bids accordingly.
Product Listing Ads show photos of your products, along with prices and product names, right on the search results page when people search for items like yours on Google. In 2012, Black Friday online sales increased 26% and Product Listing Ads are a crucial piece of online sales for eCommerce accounts during this time, so we want to help make sure your accounts are ready.Google has made several recent updates to Product Listing Ads over the last few months – especially with mobile – so it’s important to make sure your campaigns are up to date and optimized. Whether you are a veteran PLA advertiser or new to the game, below are 6 tips to help prepare your PLA campaigns for the holiday push.Create a New Campaign - With all the changes you will be making to your PLA campaign during the holidays, it’s probably a good idea to create a new Holiday PLA campaign. This way your non-holiday campaign is left in tact and ready to come January. Update the Feed - Review your feed and make sure you are including all the key information that would help the user find exactly what they are looking for. The more data the better (every PPCs account managers favorite saying)! If you are able to show the user you have exactly what they are looking for, it will help build trust and confidence in your product, which can help sway users that have never purchased your product before to buy. Holiday shoppers shop differently than they do the rest of the year because they are giving gifts. People make their lists and the giver wants to get exactly what is on the list so this is one reason it’s crucial to make sure you have all the information about the product included in the feed. Google gives an example below. Shipping – Adjust for Free Shipping optionsThe number one phrase that will sway an online holiday shopper during the holiday season is – FREE SHIPPING. When free shipping is involved, brand loyalty goes out the window. If you are offering free shipping make sure you update your shipping settings in merchant center to reflect this. Also, make sure that any items that offer free shipping are properly updated in your data feed as well. For a txt based feed, the setting for Free Shipping should look something like this – US:::0.00. Here is a link that walks you through how to update your shipping settings. Upload New Promotional Ads ASAP - I’m sure most online marketers using PLA are already on top of this but just another friendly reminder to make sure your ads are updated and promoting the latest and greatest promotions. It’s best to get these updated at least a week before you are ready to launch them so they can go through editorial review – which can take anywhere from 1-3 business days. You can just leave them paused and then activate when you need them so there is no delay. To update the promotions in AdWords, go to the Ads Tab > New Ad > Promotion. Mobile PLA – Opt in and Adjust - According to Google, 84% of shoppers will be using their smart phones to compare, research and purchase items while shopping in a physical store. There is no denying the impact Mobile has eCommerce. If your campaign is not opted into mobile, it’s time to opt in and make sure you adjust your bid modifiers accordingly. Google Shopping recently updated the look of PLA ads on Google.com so users can easily swipe to view more items without having to leave the search results page. One online clothing retailer saw a 537% increase in conversions and 77% increase in ROAS. These updates should help increase PLA performance significantly over the holiday shopping season. PLA Geo Expansions – Google shopping recently expanded the availability of Product Listing Ads to Austria, Belgium, Denmark, Mexico, Norway, Poland, Sweden and Turkey. If these are countries that you are able to service, be sure that you expand your campaigns to include these new countries and increase you availability in this highly profitable channel.
Product Listing Ads show photos of your products, along with prices and product names, right on the search results page when people search for items like yours on Google. In 2012, Black Friday online sales increased 26% and Product Listing Ads are a crucial piece of online sales for eCommerce accounts during this time, so we want to help make sure your accounts are ready.Google has made several recent updates to Product Listing Ads over the last few months – especially with mobile – so it’s important to make sure your campaigns are up to date and optimized. Whether you are a veteran PLA advertiser or new to the game, below are 6 tips to help prepare your PLA campaigns for the holiday push.Create a New Campaign - With all the changes you will be making to your PLA campaign during the holidays, it’s probably a good idea to create a new Holiday PLA campaign. This way your non-holiday campaign is left in tact and ready to come January. Update the Feed - Review your feed and make sure you are including all the key information that would help the user find exactly what they are looking for. The more data the better (every PPCs account managers favorite saying)! If you are able to show the user you have exactly what they are looking for, it will help build trust and confidence in your product, which can help sway users that have never purchased your product before to buy. Holiday shoppers shop differently than they do the rest of the year because they are giving gifts. People make their lists and the giver wants to get exactly what is on the list so this is one reason it’s crucial to make sure you have all the information about the product included in the feed. Google gives an example below. Shipping – Adjust for Free Shipping optionsThe number one phrase that will sway an online holiday shopper during the holiday season is – FREE SHIPPING. When free shipping is involved, brand loyalty goes out the window. If you are offering free shipping make sure you update your shipping settings in merchant center to reflect this. Also, make sure that any items that offer free shipping are properly updated in your data feed as well. For a txt based feed, the setting for Free Shipping should look something like this – US:::0.00. Here is a link that walks you through how to update your shipping settings. Upload New Promotional Ads ASAP - I’m sure most online marketers using PLA are already on top of this but just another friendly reminder to make sure your ads are updated and promoting the latest and greatest promotions. It’s best to get these updated at least a week before you are ready to launch them so they can go through editorial review – which can take anywhere from 1-3 business days. You can just leave them paused and then activate when you need them so there is no delay. To update the promotions in AdWords, go to the Ads Tab > New Ad > Promotion. Mobile PLA – Opt in and Adjust - According to Google, 84% of shoppers will be using their smart phones to compare, research and purchase items while shopping in a physical store. There is no denying the impact Mobile has eCommerce. If your campaign is not opted into mobile, it’s time to opt in and make sure you adjust your bid modifiers accordingly. Google Shopping recently updated the look of PLA ads on Google.com so users can easily swipe to view more items without having to leave the search results page. One online clothing retailer saw a 537% increase in conversions and 77% increase in ROAS. These updates should help increase PLA performance significantly over the holiday shopping season. PLA Geo Expansions – Google shopping recently expanded the availability of Product Listing Ads to Austria, Belgium, Denmark, Mexico, Norway, Poland, Sweden and Turkey. If these are countries that you are able to service, be sure that you expand your campaigns to include these new countries and increase you availability in this highly profitable channel.
PLA Geo Expansions – Google shopping recently expanded the availability of Product Listing Ads to Austria, Belgium, Denmark, Mexico, Norway, Poland, Sweden and Turkey. If these are countries that you are able to service, be sure that you expand your campaigns to include these new countries and increase you availability in this highly profitable channel.
What is Remarketing for Search? Remarketing for Search allows you to target people who have already been to your site and visited a specific page, but also searched a specific key term. People who have already been to your site and are familiar with your product are in many cases more likely to convert. Combining that with the fact that they’re searching a relevant keyword (which implies that they are actively seeking something relevant) makes this a very useful method of targeting. Many people do their holiday shopping online, so if you haven’t implemented RLSA in your accounts yet, now might be a good time to start!How it Works RLSA is simple to set up, especially if you have already created audience lists for display remarketing campaigns. You can either set up a new campaign or add the audience list to an existing search campaign. Next, for each Ad Group you can adjust to setting to be either “bid only” or “target and bid” = meets all targets in ven diagram. In the “bid only” = bids on everything. setting, the Max CPC will be increased for people on your audience list, but ads will still show to people who are not on your list. In the “target and bid” setting, your ads will only appear to those who have been to your site and received a cookie. It’s that simple! There are many different ways to set up a remarketing for search campaign. You can change the duration of time that users are on your list, so that you can be sure to serve ads to people when they’re most likely to convert. Custom combinations are also available so you can exclude people who have already converted (or target people who have, for example, placed an item in the shopping cart but abandoned it).Tirendo, a European online tire retailer, saw a 161% conversion rate increase with RLSA, leading to a 22% overall sales increase. And the incremental conversions were efficient, with a 43% lower average cost per order than previous campaigns. Read more.
What is Remarketing for Search?For example, let’s say you sell computers. Someone may come to your site looking to buy a computer as a gift, but is at an early point in the buying cycle and is just looking at prices. Since they visited your page but didn’t convert, they now have a cookie and are part of your audience list. Every time they search for anything related to your product like “computer cables” or “computer accessories”, your ad will be displayed, thus reminding him of your product. This is a great opportunity to advertise special holiday promotions, such as a coupon code or free shipping. This further entices users that have already taken a peek at your products to come back and make a purchase. Remarketing for Search allows you to target people who have already been to your site and visited a specific page, but also searched a specific key term. People who have already been to your site and are familiar with your product are in many cases more likely to convert. Combining that with the fact that they’re searching a relevant keyword (which implies that they are actively seeking something relevant) makes this a very useful method of targeting. Many people do their holiday shopping online, so if you haven’t implemented RLSA in your accounts yet, now might be a good time to start!How it Works RLSA is simple to set up, especially if you have already created audience lists for display remarketing campaigns. You can either set up a new campaign or add the audience list to an existing search campaign. Next, for each Ad Group you can adjust to setting to be either “bid only” or “target and bid” = meets all targets in ven diagram. In the “bid only” = bids on everything. setting, the Max CPC will be increased for people on your audience list, but ads will still show to people who are not on your list. In the “target and bid” setting, your ads will only appear to those who have been to your site and received a cookie. It’s that simple! There are many different ways to set up a remarketing for search campaign. You can change the duration of time that users are on your list, so that you can be sure to serve ads to people when they’re most likely to convert. Custom combinations are also available so you can exclude people who have already converted (or target people who have, for example, placed an item in the shopping cart but abandoned it).Tirendo, a European online tire retailer, saw a 161% conversion rate increase with RLSA, leading to a 22% overall sales increase. And the incremental conversions were efficient, with a 43% lower average cost per order than previous campaigns. Read more.
For example, let’s say you sell computers. Someone may come to your site looking to buy a computer as a gift, but is at an early point in the buying cycle and is just looking at prices. Since they visited your page but didn’t convert, they now have a cookie and are part of your audience list. Every time they search for anything related to your product like “computer cables” or “computer accessories”, your ad will be displayed, thus reminding him of your product. This is a great opportunity to advertise special holiday promotions, such as a coupon code or free shipping. This further entices users that have already taken a peek at your products to come back and make a purchase.
For example, let’s say you sell computers. Someone may come to your site looking to buy a computer as a gift, but is at an early point in the buying cycle and is just looking at prices. Since they visited your page but didn’t convert, they now have a cookie and are part of your audience list. Every time they search for anything related to your product like “computer cables” or “computer accessories”, your ad will be displayed, thus reminding him of your product. This is a great opportunity to advertise special holiday promotions, such as a coupon code or free shipping. This further entices users that have already taken a peek at your products to come back and make a purchase.