5 ways to leverage ppc in the holiday season
DESCRIPTION
Getting marketing results fast during the holiday season is tough. One way you can do it is through pay-per-click (PPC) ads. Find out how you can use PPC to drive more traffic and conversion opportunities to your website during the holiday season.TRANSCRIPT
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5 Ways to Leverage PPC in the Holiday Season
While you wait:Take the poll question to the left!
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Webinar slides + video will be emailed to all
Interact with us on Twitter: #HolidayPPC
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Housekeeping Notes:
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DAN SLAGENGlobal Marketing Relations,HubSpot@danslagen
LARRY KIMFounder and CTO,WordStream@larrykim
Your Presenters:
Expand Keyword Universe
Use PPC to Amplify the Impact of SEO
Optimize Paid Ads for Your Audience
Align PPC with Landing Pages
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Agenda
Remarketing54
Summary6
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Why PPC?
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Expand Keyword Universe 1
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Expand Keyword Universe1
Embrace Long-tail Keywords
What is a Long Tail Search?
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Finding the long tail – Google Analytics
Finding the long tail - WordStream
Finding the long tail - WordStream
Quickly setting up campaigns
Quickly setting up campaigns
Quickly setting up campaigns
Quickly setting up campaigns
Quickly setting up campaigns
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Use PPC to Amplify the Impact of SEO 2
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Use PPC to Amplify the Impact of SEO 2
Use PPC data to inform SEO optimization and content creation
Mine the value of PPC data
Use Key Metrics Like• Impressions• Clicks• Click
Through Rate• Conversions• Conversion
Rate• Total Cost
In Order To … • Find Content
Topics• Optimize
Existing Content
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Mine the value of PPC data
Use Key Metrics Like• Impressions• Clicks• Click
Through Rate• Conversions• Conversion
Rate• Total Cost
In Order To … • Find Content
Topics• Optimize
Existing Content
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Mine the value of PPC data
Use Key Metrics Like• Impressions• Clicks• Click
Through Rate• Conversions• Conversion
Rate• Total Cost
In Order To … • Find Content
Topics• Optimize
Existing Content
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Use Key Metrics Like• Impressions• Clicks• Click
Through Rate• Conversions• Conversion
Rate• Total Cost
Mine the value of PPC data
Use Key Metrics Like• Impressions• Clicks• Click
Through Rate• Conversions• Conversion
Rate• Total Cost
In Order To … • Find Content
Topics• Optimize
Existing Content
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Use Key Metrics Like• Impressions• Clicks• Click
Through Rate• Conversions• Conversion
Rate• Total Cost
In Order To … • Find Content
Topics• Optimize
Existing Content
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Optimize Ads for Your Audience 3
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Optimize Ads for Your Audience3
When are people searching?
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Day Parting & Hours of Operation
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Campaign Planning – Day of Week
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Seasonality
Conversions/Performance/Competition – Are there specific months or seasons in which your campaign sees an increase in efficiency?
- Should you frontload a percentage of your budget to a particular quarter?
- Should you increase bids and awareness during the holiday season?
- Do market costs go up during your best conversion performing months?
Mindset – As the months/seasons fluctuate, as do client/customer needs/wants.
- Is there a difference in performance at the end of a month or quarter?
- Are there more searches during the holiday season?
- Is there an increase in search volume before, during or right after a holiday?
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Optimize Ads for Your Audience3
What are your potential customers’ wants and needs?
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Decision Process
Need Recogniti
on
Information Search
Evaluation of
Options
Purchase
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Demographics
Age (life cycle stage)Social classGenderFamily sizeIncomeOccupationLifestyleEducationReligionRace & Nationality
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Geo-Targeting
Photo Credit: Steph and Adam
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Google Ad CopyGoogle offers a dynamic keyword insertion option, in which you can auto populate search queries into your ad
There are various ways in which you can test DKI using capitalization
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Ad Copy MessagingAd copy messaging should incorporate a few key aspects, that ultimately engender a user to click your ad, with a sense of promise as the navigate to your landing page/website:
Keyword relevance – Is the search query present in your ad?
CTA – Is there a call to offer?
Value – Where/what is the value?
Proposition – Is there a proposition, and what is it?
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Align PPC Ads with LandingPages 4
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Align PPC Ads with Your Landing Pages4
Avoid Friction
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Align PPC Ads with Your Landing Pages4
=Align title, copy and image(s)
Search
Free shipping message is carried to the landing page
Nothing about personalized ornaments
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Speaks about personalizati-on!
Large variety
of personalized ORNAMENTS
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Remarketing 5
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Use Remarketing on Google Display Network 5
Convert Visitors who Didn’t Convert yet.
Re-Engage with Previous Visitors
Source: Forrester 2010, Google
of people who visit a website leave without completing the actions marketers want them to take
of people abandon their shopping cart without completing a purchase
70%
96%
How does Remarketing Work?
Source: Google
What is Remarketing an How Does it Work?#1 network reach in the US
Source: Google
Sites Games VideoFeeds MobileSocial media
Adsense publisher network
• 204M visitors/month
• 92% of U.S. internet users
• 317B impressions/month
• Hundreds of comScore 1000 sites
Doubleclick ad exchange
• Hundreds of premium publishers, with hundreds of millions of ad placements available every day
Google O&O properties
YouTube
• 108M U.S. visitors/month
• 1B+ video views/day
• 2nd largest search engine
• 5% of all online time spent
Google sites
• Finance 3.1M visitors/month
• Blogger 8.1M visitors/month
Display Network
Source: GoogleSource: Google
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Summary:
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You can be live in minutes, but be thorough
If you’re already live, optimize & focus
PPC & SEO are complementary
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Summary
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Avoid friction
It’s not over without a remarketing fight
CONFIDENTIAL – DO NOT DISTRIBUTE 62
Reduce PPC costs and improve ROI
Increase traffic and qualified leads
Get it all done in just 20 minutes per
week
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AdWords Performance GraderA free, instant PPC audit in under a minute!One of a kind, free performance
grader
Deep analysis in 8 key performance areas
Provides actionable recommendations
www.wordstream.com/google-adwords
www.wordstream.com/ppc-free-trial
Search EngineOptimization
Blogging & Social Media
Lead Generation
Email & Automation
Marketing Analytics
Lead Management
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THANK YOU!
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Q+A
Please take a moment to take our exit poll!