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How to Recover from the Holidays Faster Than Your Competition

HOSTED BY:

How to Recover from the Holidays Faster Than Your Competition

HOSTED BY:

#thinkppc

Presenters

• Amanda West-Bookwalter– Sr. Account Manager at Hanapin Marketing

– Blogger at PPC Hero

– @Amanda_WestBook

• Cassie Oumedian– Sr. Account Manager at Hanapin Marketing

– Blogger at PPC Hero

– @cass_oumedian

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Join the conversation

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

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Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Live Poll Question #2

How do you manage your account(s)?#thinkppc

a) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.

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Q1 2013 AnalysisWhere were you successful last year?• Keyword report, SQR, product analysis

How has your CPCs, CTRs, and conv. rates changed?• QS, ads, landing pages

Where did you waste money?• Keyword report, ad testing

Did you limit the big revenue generators?• Ads, bids, budgets, structure

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Competitor Research SEMRUSHGet detailed keyword, landing page, etc. data

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Competitor Research SPYFUCompare your PPC reach to your competitor’s

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AUCTION INSIGHTSDetailed information on important metrics in the AdWords interface

Competitor Research

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Dayparting – Get Ahead While Competitors Sleep

In one case-study Dayparting was able to increase ROAS by 5X.

Volume can suffer so keep big picture goals in mind.

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Dayparting - By Device

*Image: Smartinsights.com featuring comScore data

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Another Year of Mobile

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Another Year of Mobile

Case Study: Mobile Specific Ads Had 19% Higher CTR

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Ad ExtensionsEasy way to increase CTR, increase traffic during slow times!Probably new stuff since the last time you checked…

Case study showed 64% increase in CTR, which led to a 17% decrease in CPC through increasing QS.

The newest one! Hard to get approved, but adds lots of credibility!

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Live Poll Question #3

What is your biggest post holiday worry for your ppc account?#thinkppc

a) Strategic Planning Ideas.b) Volume.c) Achieving Target KPIs.d) Other.

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PLA - 2014 Key Updates• New PLA Layout in SERPs• Google Shopping Campaigns• Local PLA Data Feeds• Mobile PLA Updates

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PLA - New Layout

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PLA – PLA Goes Local

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BrandingInvest in your brand during the slow times to increase sales and boost your seasonal times.

CASE STUDY

• Target demo of women age 45+ • Invested in newspaper circulars during “off” time at the beginning of the summer. • First year w/o, 2013, decrease in branded revenue during peak time of 33%

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Lots of new, quality targeting features.

Branding

Target search keywords, topics, interests, demos…

Target topics, affinity categories, search companions, interests, keywords, similar users, demos…

Custom and look-a-like audiences…

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Facebook - Custom Audience

Target Custom Audiences Based by uploading Phone Numbers, Email, or UIDs!

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Facebook - Lookalike AudienceOnce you’ve created a custom audience, target user profiles that Lookalike or are Similar to your custom audience.

Facebook claims “online travel site saw 70% lower CPA”

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Google rep touch-base

Ask about…

• Gap analysis report

• Beta opportunities

• Strategy ideas

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Remarketing - Retargeting

Not Just for AdWords!• AdRoll • Facebook Newsfeed Retargeting• Remarketing For Search• Google Analytics Lists• Place Pixels Now!

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Remarketing – Google Analytics

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Need Help?

Would you like help with your PPC accounts and management?

I’m interested in:

o PPC Management: We handle the day-to-day management of your PPC account.

o Account Audit: We review your account for optimizations.o PPC Retainer: We handle only specific needs within your

account.o FREE Solutions Blueprint: We look at your account and

provide analysis and consultation (For accounts with $20K+ in adspend).

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Live Q&A Time!

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Have more questions?

Thank you for attending our webinar! #thinkppc

• Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up

• Or Contact us Directly:• Webinar Feedback: marketing@hanapinmarketing.com