The holidays are a time of year that can leave the PPC pro more stressed out than an elf with a December 24th deadline. Holiday PPC takes up a lot of time and energy, and it’s far too easy to blow a budget quickly and unevenly. But it’s not too late to make this holiday season your most successful ever. John Gagnon, Bing Ads Evangelist, will guide you with last minute tips and tricks for your holiday season campaigns: - Timing is everything – key dates and online holiday shopping patterns. - Should you test out “free shipping” or “coupons” in your ad copy strategy this holiday season? - Touch on mobile ad copy strategy and buying patterns on key dates - Did you know using “holiday” in your search ad is a recipe for poor performance? Dive into a big data study from Bing Ads. Marc Poirier, EVP & Co-founder at Acquisio will discuss some real case study experience. Learn how other retailers are cutting their cost-per-order in half and doubling sales within a few days without doing any additional work.

1. HOSTED BY: &
THE PROCRASTINATOR’S GUIDE TO PPC
OPTIMIZATION - HOLIDAY SEASON

2. WEBINAR housekeeping
• The webinar is recorded and will be made
available by email
• The slides will also be available by email
• Q&A session at the end of the webinar
• Use the Chat box to submit your questions
at any time

3. SPEAKERS
• John Gagnon
– Bing Ads Evangelist at Microsoft.
– 7 Years Experience in Search Marketing.
– Loves search marketing & helping businesses
grow by making smart decisions
• Marc Poirier
– EVP & Co-Founder of Acquisio.
– 17 Years Experience in Digital Marketing.
– Master Fisherman.

4. Holiday strategies for search marketers
How and when to be where you should be.

5. Microsoft Confidential
What we’re talking about today
Online shopping stats for the holidays and what they mean to you
Timing is everything: What to do now and where and how much
The Yahoo Bing Network has you covered, of course
Microsoft Confidential

6. The truth
about holiday
online shopping.
(You’re going to like this.)
Microsoft Confidential

7. Holiday spending climbs year
over year, almost without fail.
US retail commerce sales for the holiday
Season (November – December) will grow
15.1% to $61.8 billion in 2013.
$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
$7,000
$8,000
Week 1
(11/4)
Week 2
(11/11)
Week 3
(11/18)
Week 4
(11/25)
Week 5
(12/2)
Week 6
(12/9)
Week 7
(12/16)
Week 8
(12/23)
Week 9
(12/30)
$Millions
Week Ending
2012 Weekly Online Holiday Season Spending vs.
Corresponding Days in 2011
Y 2011 Y 2012
eMarketer: Holiday Shopping Preview, 9/4/2013

8. There’s a reason this is the most wonderful time
of the year.
Top 10 highest spend days for online shopping in 2012 all happened
during the winter holiday period.
eMarketer: Holiday Shopping Preview, 9/4/2013
11/28
Thanksgiving
12/17
Last ship date
11/29
Black Friday
12/02
Cyber
Monday
12/27
Post-holiday
sales
12/09
Green
Monday

9. Microsoft Confidential
Spook the Halloween shopper
with your holiday promotion.
eMarketer: Holiday Shopping Preview, 9/4/2013Microsoft Confidential
30%
of retailers say
they’ll begin promotional
offers before October 1

10. Microsoft Confidential
This is how the exception becomes the rule.
Online shoppers were actively seeking “free shipping” across
all search engines in 2012.
comScore e-Commerce MeasurementMicrosoft Confidential
50%
of online transactions
had free shipping during
the holidays last year

11. Online promotions can add to your holiday happiness.
eMarketer: Holiday Shopping Preview, 9/4/2013

12. Mobile is always invited to the party.
Mobile use is everywhere and constant – but not yet
for actually purchasing items.
eMarketer: Holiday Shopping Preview, 9/4/2013

13. Timing is
everything.
(Anyone who says
otherwise never
accidentally went
dark on Cyber Monday.)
Microsoft Confidential

14. October
Review and analyze
last year’s campaign
Get familiar with new
Bing Ads features
Launch and test
holiday keywords
Create seasonal
ad copy
Monitor your competition
42%
of online shoppers have
begun holiday shopping now

15. November
Microsoft Confidential
80.4%
of shoppers are now
shopping for the holidays
Prepare and launch specific ads for
Black Friday & Cyber Monday
Monitor ad position and adjust bids
Offer incentives and discounts

16. December
Microsoft Confidential
96.6%
of shoppers are
shopping for the holidays
Meet urgency with updated ad copy
After last ship date, drive traffic
to brick-and-mortar stores
Don’t forget that post-season
sales continue after the holidays
Make sure your ads are competitive
in positioning, with the right bids
Keep ad budget high in the weeks
before Christmas, then hold steady
through the end-of-year sales

17. Thanksgiving 11/28/13
Apparently the whole US eats dinner between 2 and 4pm – then we
all get back on our computers to finish shopping until 11pm.
Time zone is PST. IBM Core Metrics, 2012
Ad titles and descriptions
should include:
discounts, Black Friday
Important keywords: store hours, locations, Black Friday
Bids/budget:
Before you leave the office for Thanksgiving, make
sure you’ve got lots of budget left for these critical days
201220112010

18. Black Friday 11/29/13
Black Friday shopping starts
before the sun comes up.
24%
of shoppers visited
a retail site via mobile
device on Black Friday 2012
Ad titles and descriptions
should include:
discounts, Black Friday, brand name, free shipping in the title
Important keywords: store hours, locations
Bids/budget: Make sure your budget is robust
Time zone is PST. IBM Core Metrics, 2012
201220112010

19. Cyber Monday 12/2/13
The good news is that Cyber Monday hits after the first of December.
This means automated budgets will be renewed, and ready to hit hard.
Multiscreen
Shoppers shopped in
store, online and on
mobile devices to get
the best bargains on
Cyber Monday 2012.
Ad titles and descriptions
should include:
discounts, Cyber Monday
Important keywords: store hours, locations
Bids/budget:
Budgets renewed the day before, so make sure your dollars
are going where you want them; verify ad positions and adjust bids
Time zone is PST. IBM Core Metrics, 2012
201220112010

20. Last Shipping 12/17 + Desperation 12/20-23
Now things are getting exciting.
Now shoppers are turning to brick-and-mortar stores.
Ads should include store locations, hours, phone numbers.
Shoppers want to know their gift will arrive in time.
Ad titles, descriptions and titles should answer this for them.
Time zone is PST. IBM Core Metrics, 2012

21. After Christmas
Don’t stop the ads – now all those gift cards will be redeemed online.
Slide source: GiftCard.com by CardLab Gift Card Spending Report 2012.
59.8%
of people asked
for gift cards in 2012
50%
Nearly
of survey respondents
planned to buy at least
one gift card in the
holiday season of 2012

22. Choose your words carefully.
How word choice affects search ad success for the retail industry.

23. The Retail Heatmap from Bing Ads Research
Study conducted in November 2012
96,000
ads
254 million
impressions
7 sub-
categories

24. Most clickable word combos for the
top 4 categories by ad spend
Consumer electronics
PC
TITLE DESCRIPTION
Cyber Monday Quality
Brand Cyber Monday
New Promotion
Cyber Monday Promotion
Other Words In-store pickup
New Cyber Monday
Brand In-store pickup
Online Quality
Promotion Cyber Monday
New In-store pickup
Mobile
TITLE DESCRIPTION
Other Words Cyber Monday
Purchase Cyber Monday
Price/pricing Product
Brand Resource
Price/pricing Free shipping
Resource Free shipping
Product Service
Resource Service
Brand Price/pricing
Price/pricing Quality
Tablet
TITLE DESCRIPTION
Promotion Cyber Monday
Cyber Monday Promotion
Brand Cyber Monday
Cyber Monday Quality
Product Cyber Monday
Other Words In-store pickup
Official site Product
Purchase Other Words
Brand In-store pickup
Cyber Monday Product

25. The Retail Heatmap from Bing Ads Research
Study conducted in November 2012
Black
Friday
Brand
Callto
Action
Celebrity
Cyber
Monday
Free
Free
Shipping
Gift
In-Store
Pickup
New
Now
Official
Site
Online
Price/
Pricing
Product
Promo
Purchase
Quality
Resource
Service
Style/
Kind
Value
Other
Words
Black Friday
Brand
Call to
Action
Celebrity
Cyber
Monday
Free
Shipping
Gift
New
Now
Official Site
Online
Price/
Pricing
Product
Promotion
Purchase
Quality
Resource
Service
Style/ Kind
Other
Words
Consumer Electronics
Ad Description
AdTitle
Great Bad No DataGood

26. Most clickable word combos for the
top 4 categories by ad spend
Toys and hobbies
PC
TITLE DESCRIPTION
Black Friday Purchase
Call to action Promotion
Black Friday Call to action
Other Words Official site
Quality Promotion
Purchase Black Friday
Call to action Style/kind
Black Friday Promotion
Promotion % off
Promotion Service
Mobile
TITLE DESCRIPTION
New Call to action
Product Purchase
Official site Brand
Official site Now
Promotion Black Friday
Product Brand
Product Now
Promotion Brand
Official site Service
Style/kind Service
Tablet
TITLE DESCRIPTION
Official site Brand
Official site Now
Official site New
Free shipping Free
Service Free
Service Free shipping
Service Service
Free shipping Service
Free Service
Free Free shipping

27. Most clickable word combos for the
top 4 categories by ad spend
Apparel and accessories
PC
TITLE DESCRIPTION
Brand Call to action
Size New
Price/pricing Now
Size Brand
Size Official site
Size Fashion
Free shipping Official site
Free Official site
Official site Official site
Brand
[Huge/wide/great]
selection
Mobile
TITLE DESCRIPTION
Brand Call to action
Official site Online
% off Size
% off Now
Brand Online
Promotion Gifts
Fashion Promotion
No variable
[Huge/wide/grea
t] selection
New Purchase
New Product
Tablet
TITLE DESCRIPTION
Official site Call to action
Official site Online
Brand Call to action
Brand Online
Style/kind Online
Style/kind Call to action
Free shipping Official site
Gifts Style/kind
Style/kind New
Gifts % off

28. Most clickable word combos for the
top 4 categories by ad spend
Department stores
PC
TITLE DESCRIPTION
Black Friday Product
Celebrity Product
Value Resource
Value #’s
{KeyWord} Black Friday
Black Friday Store
Celebrity Store
Brand Furniture
Brand Celebrity
Clothing Cyber Monday
Mobile
TITLE DESCRIPTION
#’s Purchase
#’s Promotion
#’s #’s
Black Friday Store
#’s Style/kind
Product DKI
Brand New
Number Brand
Resource Service
Brand Clothing
Tablet
TITLE DESCRIPTION
Black Friday Store
Celebrity Store
Brand Furniture
Purchase Resource
Clothing #’s
Clothing Purchase
Product DKI
Purchase Brand
Style/kind Store
Brand Celebrity

29. Why Yahoo Bing
Network
(We knew you’d ask.)
Microsoft Confidential

30. Microsoft Confidential
We’re the holiday gift you weren’t expecting.
31M
retail searchers not
reached on Google
65M
total retail
searchers
117M
total
paid clicks
510M
total retail
searches (3)
Searchers on the Yahoo Bing
Network1spend 38% more online
than the average internet searcher.
Searchers on the Yahoo Bing
Network spend 5.6% more than
Google searchers.2
1. The Yahoo! Bing Network includes Microsoft and Yahoo! Core Search sites in the
U.S.
2. comScore Explicit Core Search (custom), June 2013.
3.comScore US Search Categories Report (custom), June 2013

32. Acquisio Dynamic Campaigns

33. Dynamic Campaigns
Category: Electronics
SubCategory: Televisions
DisplayType: OLED
Size: 60 inch
Brand: LG
SKU: 73883 388 3098 38
Name: OLED Smart TV
Color: Black
Price: $10,999.99
Inventory: 7
Margin: $1,786.65
URL: http://www.site.com/product.html
PRODUCT FEED
CAMPAIGN & AD GROUP
GENERATION
Google AdWords
Bing Ads
KEYWORD GENERATION
brand + category
brand + subcategory
brand + displaytype
size + brand
size + brand + subcategory
color + name
brand + size + name
displaytype + category
( … )
AD GENERATION
Keywords
Change
Ads Change
Campaigns,
Ad Groups,
Settings
Change
Feed
Changes

34. Acquisio BBM

35. What is BBM?
BBM Delivers Optimal Results for AdWords.
Our Algorithms Run Every 30 Minutes, Intelligently Sharing Budgets
Across Campaigns while Adjusting Bids Automatically.
• Suppress CPC (also CPA, Avg. Pos. or ROAS)
• Maximize Click Volume (also conversions or revenue)
• Spend Maximum Budget Effectively
• Available to all Acquisio clients
• Uses AdWords Conversion Tracking tags
• No need to change account structure

36. Why does this matter?

37. Google Display Network ad engine
Tsunami Effect
Google Display Network conversion engine
AdMetrica captures surges of
conversions (and plummeting
CPA’s) accompanying sudden
spikes in Google’s general
search traffic volume.
AdMetrica GDN CPA
Google Search
Vol.
AdMetrica GDN Conv #
1,000
0
2,000
3,000
4,000
5,000
8,000
7,000
6,000
Google Search*
(sweepstakes)
Conversions
(sweepstakes)
$3.25
$3.00
$2.50
$2.75
$2.25
$2.00
$1.75
$1.50
$1.25
CPA
(sweepstakes)
* Source: Google Trends
Google Search Activity

38. Maximize Conversions
Slash Cost per Conversion
Control Budgets Accurately

39. BBM FOR RETAIL
BUDGET: $20,000 PER MONTH
TARGET CPO: $50
RESULTS:
DECREASED CPO FROM $54.70 TO $40.57
INCREASED ONLINE ORDERS FROM 8/DAY TO 15/DAY
INCREASED CALLS FROM 120/DAY TO 200/DAY
CONV VALUE / COST FROM 5.5 TO 8.6

40. • Dynamic Campaigns:
• Improve ROI
• Address Long Tail
• Integrate with Product Feed
• Real Time Updates
• BBM:
• Rapid Learning Algorithms – More Sales for Same Budget
• 30 Minute Bid and Budget Updates
• Dynamic Campaigns with BBM:
• Up to 3X number of sales for the same budget
• CPO lowered by 20 – 65%
• Quick turnaround – usually same week.
• Minimal effort on your part
• 1.5% of ad spend – including Acquisio platform + BBM*
Dynamic Campaigns with BBM
* This offer does not include Dynamic Campaign.

41. Would you like to learn more about Dynamic Campaigns and BBM?
a) Yes, please have someone contact me about BBM
b) Yes, please have someone contact me about Dynamic
Campaigns
c) Yes, please have someone contact me about BBM and Dynamic
Campaigns
d) No thanks, I'm not interested
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42. LIVE Q&A TIME!