PRIORITIZE YOUR HOLIDAY PPC EFFORTS

MATT UMBRO, OCTOBER 2, 2014

INTRODUCTION

MATT UMBROSENIOR ACCOUNT MANAGER, COMMUNITY @ HANAPIN MARKETING

PPCCHAT FOUNDER

@Matt_Umbro

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HOLIDAY SEASON ALREADY?

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AGENDA

• WHAT WE’RE IN FOR

• SHOPPING

• REMARKETING

• TEXT ADS

• DYNAMIC SEARCH ADS

• TIPS & TRICKS

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WHAT WE’RE IN FORACCORDING TO RKG’S Q4 2013 REPORT:

• CYBER MONDAY SAW THE LARGEST U.S. ONLINE SALES DAY IN HISTORY

• GOOGLE PLAS ACCOUNTED FOR 23% OF ALL GOOGLE PAID SEARCH TRAFFIC

• GOOGLE PAID SEARCH SPEND INCREASED 19% Y/Y

• BING PAID SEARCH SPEND INCREASED 43% Y/Y

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WHAT WE’RE IN FOR

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SHOPPING

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SHOPPING

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SHOPPING

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PRODUCT RATINGS

GOOGLE TRUSTED

STORE

MERCHANT PROMOTIONS

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SHOPPING

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TAKEAWAYS

• GET IN THE MINDSET THAT SEARCHERS WILL ALWAYS SEE THE PLAS FIRST

• DISTINGUISH YOUR PLAS WITH PRODUCT RATINGS, MERCHANT PROMOTIONS, AND THE GOOGLE TRUSTED STORE BADGE

• DETERMINE IF THE SEARCH PARTNER NETWORK IS RIGHT FOR YOUR PLAS

• DON’T FORGET BING PRODUCT ADS

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REMARKETING

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REMARKETING

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Dynamic Text Ad

Dynamic Image Ad

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REMARKETING

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MANAGED PLACEMENTTHRESHOLD

TIMED

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REMARKETING

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REMARKETING

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REMARKETING

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REMARKETING

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TAKEAWAYS

• UTILIZE BOTH DYNAMIC IMAGE AND TEXT ADS IN THEIR OWN AD GROUPS

• TURN OFF FREQUENCY CAPPING

• RDSA CAMPAIGNS PROVIDE ANCILLARY REVENUE AT LOW COSTS

• CONTINUALLY TEST DIFFERENT AUDIENCES

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TEXT ADS

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TEXT ADS

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SITELINKS EXTENSION

URL IN HEADLINE

REVIEW EXTENSION

SELLER RATINGS

EXTENSION

GOOGLE+ FOLLOWERS SITELINKS

EXTENSION

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TEXT ADS

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TEXT ADS

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TAKEAWAYS

• UTILIZE ALL APPLICABLE EXTENSIONS

• AT LEAST ONE AD IN EVERY AD GROUP SHOULD BE WRITTEN WITH THE EXTENDED HEADLINE IN MIND

• SCRIPTS AND AD CUSTOMIZERS = ATTENTION GRABBERS

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DYNAMIC SEARCH ADS

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DYNAMIC SEARCH ADS

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*Image from http://adwords.blogspot.com/

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DYNAMIC SEARCH ADS

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DYNAMIC SEARCH ADS

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TAKEAWAYS

• ACCEPT THAT DSAS WILL BRING IN SOME UNQUALIFIED TRAFFIC

• SET LOW BIDS – LOWER THAN ALL OTHER AD GROUPS

• DSA CONVERSION RATE WILL BE LOW – BUT SO WILL COST PER CONVERSION

• LIBERALLY EXCLUDE TARGETS AND KEYWORDS

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AUTOMATION

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AUTOMATION

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AUTOMATION

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SCHEDULE YOUR ADS TO START

RUNNING…

…AND SCHEDULE YOUR ADS TO PAUSE

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AUTOMATION

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TAKEAWAYS

• WRITE HOLIDAYS ADS NOW AND UTILIZE LABELS

• SCHEDULE HOLIDAYS ADS NOW

• SETUP AUTOMATED RULES TO INCREASE BIDS ON PROFITABLE TERMS

• CONSIDER TESTING TARGET CPA FLEXIBLE BIDDING STRATEGY

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THANK YOU

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MATT.UMBRO@HANAPINMARKETING.COM

@Matt_Umbro

@Matt_Umbro