digital marketing efficiencies for 2014
TRANSCRIPT
![Page 1: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/1.jpg)
#thinkppc
How to Recover from the Holidays Faster Than Your Competition
HOSTED BY:
How to Recover from the Holidays Faster Than Your Competition
HOSTED BY:
![Page 2: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/2.jpg)
#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
![Page 3: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/3.jpg)
#thinkppc
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.
![Page 4: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/4.jpg)
#thinkppc
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
![Page 5: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/5.jpg)
#thinkppc
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.
![Page 6: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/6.jpg)
#thinkppc
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
![Page 7: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/7.jpg)
#thinkppc
Competitor Research SEMRUSHGet detailed keyword, landing page, etc. data
![Page 8: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/8.jpg)
#thinkppc
Competitor Research SPYFUCompare your PPC reach to your competitor’s
![Page 9: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/9.jpg)
#thinkppc
AUCTION INSIGHTSDetailed information on important metrics in the AdWords interface
Competitor Research
![Page 10: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/10.jpg)
#thinkppc
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.
![Page 11: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/11.jpg)
#thinkppc
Dayparting - By Device
*Image: Smartinsights.com featuring comScore data
![Page 12: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/12.jpg)
#thinkppc
Another Year of Mobile
![Page 13: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/13.jpg)
#thinkppc
Another Year of Mobile
Case Study: Mobile Specific Ads Had 19% Higher CTR
![Page 14: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/14.jpg)
#thinkppc
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!
![Page 15: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/15.jpg)
#thinkppc
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.
![Page 16: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/16.jpg)
#thinkppc
PLA - 2014 Key Updates• New PLA Layout in SERPs• Google Shopping Campaigns• Local PLA Data Feeds• Mobile PLA Updates
![Page 17: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/17.jpg)
#thinkppc
PLA - New Layout
![Page 18: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/18.jpg)
#thinkppc
PLA – PLA Goes Local
![Page 19: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/19.jpg)
#thinkppc
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%
![Page 20: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/20.jpg)
#thinkppc
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…
![Page 21: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/21.jpg)
#thinkppc
Facebook - Custom Audience
Target Custom Audiences Based by uploading Phone Numbers, Email, or UIDs!
![Page 22: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/22.jpg)
#thinkppc
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”
![Page 23: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/23.jpg)
#thinkppc
Google rep touch-base
Ask about…
• Gap analysis report
• Beta opportunities
• Strategy ideas
![Page 24: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/24.jpg)
#thinkppc
Remarketing - Retargeting
Not Just for AdWords!• AdRoll • Facebook Newsfeed Retargeting• Remarketing For Search• Google Analytics Lists• Place Pixels Now!
![Page 25: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/25.jpg)
#thinkppc
Remarketing – Google Analytics
![Page 26: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/26.jpg)
#thinkppc
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).
![Page 27: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/27.jpg)
#thinkppc
Live Q&A Time!
![Page 28: Digital Marketing Efficiencies for 2014](https://reader035.vdocuments.site/reader035/viewer/2022062319/554cfa25b4c905ae138b5298/html5/thumbnails/28.jpg)
#thinkppc
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: [email protected]