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Powerhouse Tips to Maximize Your Ad Spend This Holiday Strategies for staying one step ahead of the rest
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Housekeeping Items
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1 Why is PPC Important for the Holidays? Take advantage of the season for the height of retail spending
2 What is the Right Timing? Understand your target audience for B2B and B2C sales
3 How Can You Compete Effectively? Optimize your B2B or B2C offers against your competition
4 How Will You Optimize Keywords & Landing Pages? Be clear with your product offers, shipping timing, and pricing to boost incentive
5 How Should You Manage The Budget? Monitor bid management and campaign optimization for best results
Webinar Agenda
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1 Why is PPC Important for the Holidays? Take advantage of the season for the height of retail spending
2 What is the Right Timing? Understand your target audience for B2B and B2C sales
3 How Can You Compete Effectively? Optimize your B2B or B2C offers against your competition
4 How Will You Optimize Keywords & Landing Pages? Be clear with your product offers, shipping timing, and pricing to boost incentive
5 How Should You Manage The Budget? Monitor bid management and campaign optimization for best results
Webinar Agenda
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@bradleywjoe
1 Why is PPC important for the Holidays? Online retail sales exceeded $1 billion on Black Friday through Cyber
Monday in 2010
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1 Why is PPC Important for the Holidays? Nov/Dec holiday season generated $32.6 billion in retail ecommerce
• Creates unique position for B2B new year spending
#wm123
@bradleywjoe
1 Why is PPC Important for the Holidays? Take advantage of the season for the height of retail spending
2 What is the Right Timing? Understand your target audience for B2B and B2C sales
3 How Can You Compete Effectively? Optimize your B2B or B2C offers against your competition
4 How Will You Optimize Keywords & Landing Pages? Be clear with your product offers, shipping timing, and pricing to boost incentive
5 How Should You Manage The Budget? Monitor bid management and campaign optimization for best results
Webinar Agenda
#wm123
@bradleywjoe
2 What is the Right Timing?
Retail
• Be ready for the Thanksgiving & Cyber Monday shopping rush
Know your audience
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2 What is the Right Timing?
Retail
• Plan for spikes all the way up to the weekend before Christmas
Know your audience
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@bradleywjoe
Shop.org’s eHoliday study:
• 40% of retailers plan to have their holiday ads up by Halloween
• Another 40% plan to be up in the first week of November
2 What is the Right Timing? Plan ahead!
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• Be sure to maintain your presence on Christmas and through New Years
• More than 2/3 of consumers say they will be giving a gift card as a present
2 What is the Right Timing? Maintain active presence at the apex of the buying season
#wm123
@bradleywjoe
1 Why is PPC Important for the Holidays? Take advantage of the season for the height of retail spending
2 What is the Right Timing? Understand your target audience for B2B and B2C sales
3 How Can You Compete Effectively? Optimize your B2B or B2C offers against your competition
4 How Will You Optimize Keywords & Landing Pages? Be clear with your product offers, shipping timing, and pricing to boost incentive
5 How Should You Manage The Budget? Monitor bid management and campaign optimization for best results
Webinar Agenda
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@bradleywjoe
Do:
• Optimize landing pages for a better user experience
• Optimize for quality score to ensure the highest efficiency in your campaigns
• Plan your ad copy and landing page tests
3 Landing Page Copy Best Practices Correlation between copy quality and copy effectiveness
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3 How Can You Compete Effectively?
• Regular competitors will get
more aggressive
• New competitors will appear
in the auction
• Increased pressure in the
auction will cause CPCs to
increase
• Increased CPCs will drive up
costs that are already
impacted by additional volume
Be aware of your competitors and their strategies
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@bradleywjoe
3 How Can You Compete Effectively?
• Keep quality score high to increase efficiency
• Watch you minimum bids, don’t get knocked off the first page
Be aware of your competitors and their strategies
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3 How Can You Compete Effectively?
• If a competitor is going to launch a new online marketing initiative, it is most likely to happen with the new year
• Plan ahead and capitalize on the opportunity for strong new leads
B2B businesses will see similar behaviors in early Q1
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3 How Can You Compete Effectively?
What offers are they running?
• Check their search and
banner ads
• Look at their websites and landing pages
• Be sure your unique value is truly unique
Keep an eye on your competition and differentiate yourself
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3 Offers & Sales Tips for Retail
• Simplify your promotion
• Avoid complicated promotions that don’t add value
• Consider promotions of convenience over promises of cash
• Last minute express shipping can have far more value than a rebate
Be clear and concise in your offer
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3 Offers & Sales Tips for Retail
• Gift cards are a great way to guarantee a later sale and savior to the late shopper
• Donating a dollar to your favorite charity for every x dollars spent is a great way to give back while involving the customer
Be creative and unique in your offer
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3 Offers & Sales Tips for B2B
• Make whitepapers and promotional videos easily accessible on your site
• Call out free trials & downloads or online demos
• Test new promotions to find what resonates with your audience
In January, prepare for new customers with new budgets looking for
new business solutions
Courtesy of HubSpot
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3 Offers & Sales Tips in Social Media
• Start the conversation with your customers at the research portion of the funnel
• Anticipate comparison shopping
Refine your social media strategies and social PPC ads
Courtesy of Wildfire app
#wm123
@bradleywjoe
1 Why is PPC Important for the Holidays? Take advantage of the season for the height of retail spending
2 What is the Right Timing? Understand your target audience for B2B and B2C sales
3 How Can You Compete Effectively? Optimize your B2B or B2C offers against your competition
4 How Will You Optimize Keywords & Landing Pages? Be clear with your product offers, shipping timing, and pricing to boost incentive
5 How Should You Manage The Budget? Monitor bid management and campaign optimization for best results
Webinar Agenda
#wm123
@bradleywjoe
4 Landing Page Best Practices
Attract attention with a gift finder landing page
• Be clear with your
shipping deadlines
• Make the experience as
painless as possible
• Make sure your offers
and promotions are clear
and prominent
#wm123
@bradleywjoe
4 Ad Copy Best Practices
• Keep ads up to date and relevant
• Be clear when reflecting your offers
• Don’t try to fit too much information into one ad
• Differentiate from your competitors
Appeal to the holiday intent of your users
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4 Keyword Best Practices
• Separate branded and terms from your generic terms
Keep specific holiday terms separate from your regular keywords
Generic Branded
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4 Keyword Best Practices
• Check query reports often to ensure that you are not wasting precious budget on unqualified traffic
• A good negative keyword strategy can save thousands of dollars!
Regularly update your negative keywords
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4 Keyword Best Practices
• Check historical KW reports to see where you should increase or decrease bids
• Utilize search query reports for keyword expansion and negative keywords
• Google Trends to gauge seasonal lifts rends
• Google Insights for Search to inform geo-targeting
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4 Budgeting Using Website Analytics Step One: Expand view to a full year of accurate visitor data
• Look for seasonal trends
• Inspect what you expect
Method adopted from: http://searchengineland.com/how-analytics-can-help-
balance-your-annual-search-advertising-budget-90723
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@bradleywjoe
4 Budgeting Using Website Analytics Step Two: Export data into spreadsheet
Method adopted from: http://searchengineland.com/how-analytics-can-help-
balance-your-annual-search-advertising-budget-90723
Adjusted PPC budget for
specific month
Visits from Specific Month
Total Visits for Year
Total Yearly
PPC Budget
#wm123
@bradleywjoe
1 Why is PPC Important for the Holidays? Take advantage of the season for the height of retail spending
2 What is the Right Timing? Understand your target audience for B2B and B2C sales
3 How Can You Compete Effectively? Optimize your B2B or B2C offers against your competition
4 How Will You Optimize Keywords & Landing Pages? Be clear with your product offers, shipping timing, and pricing to boost incentive
5 How Should You Manage The Budget? Monitor bid management and campaign optimization for best results
Webinar Agenda
#wm123
@bradleywjoe
5 Budget Management
• Daily budget caps are a safe guard against over-spending, not to be used for budget management
• Campaigns that reach their limit early in the day run the risk of losing impression and market share when not serving
Control your budget with bid management and campaign optimization
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• Don’t manage budgets by pausing high spending ads and keywords
• Pausing keywords can lead to missed conversions
• Conversion rates and quality scores are not affected by bidding to lower positions
• Quality of traffic is based on conversion rates, not volume
5 Tips for Seasonal Budget Management Best practices for budgeting for seasonality
Conversion
Rate
Conversions
Total Clicks
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5 Food for Thought
Create optimized landing pages and ads for the growing mobile audience
• Mobile ads need to stay in 1st and 2nd position to remain visible
• Google predicts 44% of last minute online shopping will be done on mobile devices
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5 Food for Thought
Create Facebook and LinkedIn Social PPC offers to extend your reach
• Take advantage of holiday messaging in ads and business pages, test seasonal images in ads
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@bradleywjoe
5 More Food for Thought…
Take advantage of ad scheduling to avoid late-night ad copy changes
• Put your ads live as soon as promotions start
• Leave them running until the last minute the offer is valid
• Avoid manual midnight updates
• Functionality is available from most publishers and 3rd party tracking solutions
Don’t leave holiday messaging running into spring or summer months
• This implies that your campaigns are out of date and that your site is not current or relevant
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@bradleywjoe
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