prioritize your holiday ppc efforts

PRIORITIZE YOUR HOLIDAY PPC EFFORTS

MATT UMBRO, OCTOBER 2, 2014

INTRODUCTION

MATT UMBROSENIOR ACCOUNT MANAGER, COMMUNITY @ HANAPIN MARKETING

PPCCHAT FOUNDER

@Matt_Umbro

#SMX #31D@Matt_Umbro

HOLIDAY SEASON ALREADY?


AGENDA

• WHAT WE’RE IN FOR

• SHOPPING

• REMARKETING

• TEXT ADS

• DYNAMIC SEARCH ADS

• TIPS & TRICKS


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


WHAT WE’RE IN FOR


SHOPPING


SHOPPING

#SMX #31D

PRODUCT RATINGS

GOOGLE TRUSTED

STORE

MERCHANT PROMOTIONS

@Matt_Umbro

SHOPPING


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


REMARKETING


REMARKETING

#SMX #31D

Dynamic Text Ad

Dynamic Image Ad

@Matt_Umbro

REMARKETING

#SMX #31D

MANAGED PLACEMENTTHRESHOLD

TIMED

@Matt_Umbro

REMARKETING


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


TEXT ADS


TEXT ADS

#SMX #31D

SITELINKS EXTENSION

URL IN HEADLINE

REVIEW EXTENSION

SELLER RATINGS

EXTENSION

GOOGLE+ FOLLOWERS SITELINKS

EXTENSION

@Matt_Umbro

TEXT ADS


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


DYNAMIC SEARCH ADS


DYNAMIC SEARCH ADS

#SMX #31D

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

@Matt_Umbro

http://adwords.blogspot.com/

http://adwords.blogspot.com/

DYNAMIC SEARCH ADS


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


AUTOMATION


AUTOMATION

#SMX #31D

SCHEDULE YOUR ADS TO START

RUNNING…

…AND SCHEDULE YOUR ADS TO PAUSE

@Matt_Umbro

AUTOMATION


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


THANK YOU

#SMX #31D

[email protected]

@Matt_Umbro

@Matt_Umbro

mailto:[email protected]

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