1. HOSTED BY:
HOSTED BY:
How to Recover from the
Holidays Faster Than Your
How toCompetition the Holidays
Recover from
Faster Than Your Competition
#thinkppc
2. 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
#thinkppc
3. Join the conversation
•
Include the hashtag #thinkppc in your Twitter tweets.
•
Or use the webinar question box to send us questions.
#thinkppc
4. Live Poll Question #1
How long have you been in PPC?
#thinkppc
A.
B.
C.
D.
Less than 1 year
1-3 years
3-5 years
5+ years
#thinkppc
5. Live Poll Question #2
How do you manage your account(s)?
#thinkppc
a)
b)
c)
d)
I manage it myself.
I’m part of a team that manages it.
I outsource my account management.
I’m rethinking how my account is managed.
#thinkppc
6. Q1 2013 Analysis
Where 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
#thinkppc
10. 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.
#thinkppc
11. Dayparting - By Device
*Image: Smartinsights.com featuring comScore data
#thinkppc
13. Another Year of Mobile
Case Study:
Mobile Specific
Ads Had 19%
Higher CTR
#thinkppc
14. Ad Extensions
Easy 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!
#thinkppc
15. Live Poll Question #3
What is your biggest post holiday worry for your ppc
account?
#thinkppc
a)
b)
c)
d)
Strategic Planning Ideas.
Volume.
Achieving Target KPIs.
Other.
#thinkppc
16. PLA - 2014 Key Updates
•
•
•
•
New PLA Layout in SERPs
Google Shopping Campaigns
Local PLA Data Feeds
Mobile PLA Updates
#thinkppc
19. Branding
Invest 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%
#thinkppc
20. Branding
Lots of new, quality targeting features.
Target search keywords, topics,
interests, demos…
Target topics, affinity
categories, search
companions, interests,
keywords, similar users,
demos…
Custom and look-a-like
audiences…
#thinkppc
21. Facebook - Custom Audience
Target Custom
Audiences Based by
uploading Phone
Numbers, Email, or
UIDs!
#thinkppc
22. Facebook - Lookalike Audience
Once 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”
#thinkppc
23. Google rep touch-base
Ask about…
• Gap analysis report
• Beta opportunities
• Strategy ideas
#thinkppc
24. Remarketing - Retargeting
Not Just for AdWords!
• AdRoll
• Facebook Newsfeed Retargeting
• Remarketing For Search
• Google Analytics Lists
• Place Pixels Now!
#thinkppc
26. 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).
#thinkppc
28. 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
#thinkppc
Editor's Notes
Kayla
Kayla
Kayla
Kayla
Kayla
Using Dayparting To Get Ahead While Your Competition is Asleep Dayparting is an efficient way to get ahead of your competitors during hours that are more beneficial for your target user. Let’s say for example on a highly competitive term like “car insurance” it may be too expensive for you to compete during certain hours of the day but segmenting your bidding strategy by hours of the day or week, you could Increase or decrease bids accordingly and allow you to compete in a highly competitive space. But don’t just do this blindly, take the time to check out the dimensions tab and perform a Dayparting analysis that will show you when are the times of day and day of the week that make the most sense for your business.
As Mobile access continues to grow it’s going to be important to determine user behavior not only by time of day but also by device. As you can see in this study by ComScore most Mobile traffic happens from 12am to 7am so you may want to increase mobile bids during these hours. Desktop and tablets tend to be more popular from 10am – 9pm (since we can’t segment tablets in ADWords) Become from familiar with your target marketing and their search behaviors and day part accordingly
Kayla
Product Listing Ads, which will be referred to simply “Local PLAs” in this article, are currently available to a select set of US based retailers such as REI and Sephora.So, will Local PLAs compete with Online PLAs? It depends. Google says currently on desktop, Local PLAs are served as annotations on online offers, so there isn’t direct competition between the two. On smartphones, however, there is competition as local offers may be served in a given position instead of the online offer. Advertisers can use the proximity bidding feature in AdWords to improve the position of local offers when a user is near their store. A Google spokesperson also notes that quality score is a significant component of ad position in Local PLAs just as any other AdWords ad
When you think of remarketing and creating lists you probably immediately think of “Cart Abandorers” or Returning Customers, ect. And if you are using those list already that’s great! You are already ahead of the curve! But if you really want to take your campaign to the next level, get creative and try experimenting with some of the other list options available in Google Analytics for example: High Revenue Purchasers, Paid vs. Organic, Browser & Screen resolution. The sky is the limit and I’ll walk you through how you go about creating some of these list in Google Analytics.