web123 6 tips for maximizing your holiday ppc ad performance 10132011

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6 Tips for Maximizing Your Holiday PPC Ad Performance Strategies for staying one step ahead of the rest Dial: +1 (312) 878-0211 Access Code: 310-190-550 @webmarketing123 @bradleywjoe #wm123

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Page 1: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

6 Tips for Maximizing Your Holiday PPC Ad Performance Strategies for staying one step ahead of the rest

Dial: +1 (312) 878-0211

Access Code: 310-190-550

@webmarketing123

@bradleywjoe

#wm123

Page 2: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

Are the slides available?

Yes! Please email [email protected]

We want to hear from you!

@webmarketing123

#wm123

facebook.com/webmarketing123

Want to learn more?

Contact us for a complimentary paid search analysis.

Details at end of webinar.

Housekeeping Items

Page 3: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

1 Why is PPC Important for the Holidays? Take advantage of the season for the height of retail spending

2 What is the Right Timing? Understand your target audience for B2B and B2C sales

3 How Can You Compete Effectively? Optimize your B2B or B2C offers against your competition

4 How Will You Optimize Keywords & Landing Pages? Be clear with your product offers, shipping timing, and pricing to boost incentive

5 How Should You Manage The Budget? Monitor bid management and campaign optimization for best results

Webinar Agenda

Page 4: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

1 Why is PPC Important for the Holidays? Take advantage of the season for the height of retail spending

2 What is the Right Timing? Understand your target audience for B2B and B2C sales

3 How Can You Compete Effectively? Optimize your B2B or B2C offers against your competition

4 How Will You Optimize Keywords & Landing Pages? Be clear with your product offers, shipping timing, and pricing to boost incentive

5 How Should You Manage The Budget? Monitor bid management and campaign optimization for best results

Webinar Agenda

Page 5: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

1 Why is PPC important for the Holidays? Online retail sales exceeded $1 billion on Black Friday through Cyber

Monday in 2010

Page 6: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

1 Why is PPC Important for the Holidays? Nov/Dec holiday season generated $32.6 billion in retail ecommerce

• Creates unique position for B2B new year spending

Page 7: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

1 Why is PPC Important for the Holidays? Take advantage of the season for the height of retail spending

2 What is the Right Timing? Understand your target audience for B2B and B2C sales

3 How Can You Compete Effectively? Optimize your B2B or B2C offers against your competition

4 How Will You Optimize Keywords & Landing Pages? Be clear with your product offers, shipping timing, and pricing to boost incentive

5 How Should You Manage The Budget? Monitor bid management and campaign optimization for best results

Webinar Agenda

Page 8: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

2 What is the Right Timing?

Retail

• Be ready for the Thanksgiving & Cyber Monday shopping rush

Know your audience

Page 9: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

2 What is the Right Timing?

Retail

• Plan for spikes all the way up to the weekend before Christmas

Know your audience

Page 10: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

2 What is the Right Timing?

Travel

• Last-minute travel

Know your audience

Page 11: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

Shop.org’s eHoliday study:

• 40% of retailers plan to have their holiday ads up by Halloween

• Another 40% plan to be up in the first week of November

2 What is the Right Timing? Plan ahead!

Page 12: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

• Be sure to maintain your presence on Christmas and through New Years

• More than 2/3 of consumers say they will be giving a gift card as a present

2 What is the Right Timing? Maintain active presence at the apex of the buying season

Page 13: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

1 Why is PPC Important for the Holidays? Take advantage of the season for the height of retail spending

2 What is the Right Timing? Understand your target audience for B2B and B2C sales

3 How Can You Compete Effectively? Optimize your B2B or B2C offers against your competition

4 How Will You Optimize Keywords & Landing Pages? Be clear with your product offers, shipping timing, and pricing to boost incentive

5 How Should You Manage The Budget? Monitor bid management and campaign optimization for best results

Webinar Agenda

Page 14: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

Do:

• Optimize landing pages for a better user experience

• Optimize for quality score to ensure the highest efficiency in your campaigns

• Plan your ad copy and landing page tests

3 Landing Page Copy Best Practices Correlation between copy quality and copy effectiveness

Page 15: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

3 How Can You Compete Effectively?

• Regular competitors will get

more aggressive

• New competitors will appear

in the auction

• Increased pressure in the

auction will cause CPCs to

increase

• Increased CPCs will drive up

costs that are already

impacted by additional volume

Be aware of your competitors and their strategies

Page 16: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

3 How Can You Compete Effectively?

• Keep quality score high to increase efficiency

• Watch you minimum bids, don’t get knocked off the first page

Be aware of your competitors and their strategies

Page 17: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

3 How Can You Compete Effectively?

• If a competitor is going to launch a new online marketing initiative, it is most likely to happen with the new year

• Plan ahead and capitalize on the opportunity for strong new leads

B2B businesses will see similar behaviors in early Q1

Page 18: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

3 How Can You Compete Effectively?

What offers are they running?

• Check their search and

banner ads

• Look at their websites and landing pages

• Be sure your unique value is truly unique

Keep an eye on your competition and differentiate yourself

Page 19: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

3 Offers & Sales Tips for Retail

• Simplify your promotion

• Avoid complicated promotions that don’t add value

• Consider promotions of convenience over promises of cash

• Last minute express shipping can have far more value than a rebate

Be clear and concise in your offer

Page 20: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

3 Offers & Sales Tips for Retail

• Gift cards are a great way to guarantee a later sale and savior to the late shopper

• Donating a dollar to your favorite charity for every x dollars spent is a great way to give back while involving the customer

Be creative and unique in your offer

Page 21: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

3 Offers & Sales Tips for B2B

• Make whitepapers and promotional videos easily accessible on your site

• Call out free trials & downloads or online demos

• Test new promotions to find what resonates with your audience

In January, prepare for new customers with new budgets looking for

new business solutions

Courtesy of HubSpot

Page 22: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

3 Offers & Sales Tips in Social Media

• Start the conversation with your customers at the research portion of the funnel

• Anticipate comparison shopping

Refine your social media strategies and social PPC ads

Courtesy of Wildfire app

Page 23: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

1 Why is PPC Important for the Holidays? Take advantage of the season for the height of retail spending

2 What is the Right Timing? Understand your target audience for B2B and B2C sales

3 How Can You Compete Effectively? Optimize your B2B or B2C offers against your competition

4 How Will You Optimize Keywords & Landing Pages? Be clear with your product offers, shipping timing, and pricing to boost incentive

5 How Should You Manage The Budget? Monitor bid management and campaign optimization for best results

Webinar Agenda

Page 24: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

4 Landing Page Best Practices

Attract attention with a gift finder landing page

• Be clear with your

shipping deadlines

• Make the experience as

painless as possible

• Make sure your offers

and promotions are clear

and prominent

Page 25: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

4 Ad Copy Best Practices

• Keep ads up to date and relevant

• Be clear when reflecting your offers

• Don’t try to fit too much information into one ad

• Differentiate from your competitors

Appeal to the holiday intent of your users

Page 26: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

4 Keyword Best Practices

• Separate branded and terms from your generic terms

Keep specific holiday terms separate from your regular keywords

Generic Branded

Page 27: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

4 Keyword Best Practices

• Check query reports often to ensure that you are not wasting precious budget on unqualified traffic

• A good negative keyword strategy can save thousands of dollars!

Regularly update your negative keywords

Page 28: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

4 Keyword Best Practices

• Check historical KW reports to see where you should increase or decrease bids

• Utilize search query reports for keyword expansion and negative keywords

• Google Trends to gauge seasonal lifts rends

• Google Insights for Search to inform geo-targeting

Page 29: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

4 Budgeting Using Website Analytics Step One: Expand view to a full year of accurate visitor data

• Look for seasonal trends

• Inspect what you expect

Method adopted from: http://searchengineland.com/how-analytics-can-help-

balance-your-annual-search-advertising-budget-90723

Page 30: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

4 Budgeting Using Website Analytics Step Two: Export data into spreadsheet

Method adopted from: http://searchengineland.com/how-analytics-can-help-

balance-your-annual-search-advertising-budget-90723

Page 31: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

4 Budgeting Using Website Analytics Step Two: Export data into spreadsheet

Method adopted from: http://searchengineland.com/how-analytics-can-help-

balance-your-annual-search-advertising-budget-90723

Page 32: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

4 Budgeting Using Website Analytics Step Two: Export data into spreadsheet

Method adopted from: http://searchengineland.com/how-analytics-can-help-

balance-your-annual-search-advertising-budget-90723

Visits from Specific Month

Total Visits for Year

Total Yearly PPC Budget

Page 33: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

4 Budgeting Using Website Analytics Step Two: Export data into spreadsheet

Method adopted from: http://searchengineland.com/how-analytics-can-help-

balance-your-annual-search-advertising-budget-90723

Adjusted PPC budget for

specific month

Visits from Specific Month

Total Visits for Year

Total Yearly

PPC Budget

Page 34: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

1 Why is PPC Important for the Holidays? Take advantage of the season for the height of retail spending

2 What is the Right Timing? Understand your target audience for B2B and B2C sales

3 How Can You Compete Effectively? Optimize your B2B or B2C offers against your competition

4 How Will You Optimize Keywords & Landing Pages? Be clear with your product offers, shipping timing, and pricing to boost incentive

5 How Should You Manage The Budget? Monitor bid management and campaign optimization for best results

Webinar Agenda

Page 35: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

5 Budget Management

• Daily budget caps are a safe guard against over-spending, not to be used for budget management

• Campaigns that reach their limit early in the day run the risk of losing impression and market share when not serving

Control your budget with bid management and campaign optimization

Page 36: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

• Don’t manage budgets by pausing high spending ads and keywords

• Pausing keywords can lead to missed conversions

• Conversion rates and quality scores are not affected by bidding to lower positions

• Quality of traffic is based on conversion rates, not volume

5 Tips for Seasonal Budget Management Best practices for budgeting for seasonality

Conversion

Rate

Conversions

Total Clicks

Page 37: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

Online attribution management tools can close the loop from first touch to closed deal

Allows for 360 tracking from initial keyword search to closed opportunity by uncovering

data from Analytics and CRM into unified view.

5 Tips for Seasonal Budget Management

Page 38: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

5 More Food for Thought…

Take advantage of ad scheduling to avoid late-night ad copy changes

• Put your ads live as soon as promotions start

• Leave them running until the last minute the offer is valid

• Avoid manual midnight updates

• Functionality is available from most publishers and 3rd party tracking solutions

Don’t leave holiday messaging running into spring or summer months

• This implies that your campaigns are out of date and that your site is not current or relevant

Page 39: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

Thank You!

Page 40: Web123 6 Tips for Maximizing Your Holiday PPC Ad Performance 10132011

#wm123

@bradleywjoe

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