Logistics

• Recorded version will be distributed later this afternoon, be sure to keep an eye out for an email from Mark Irvine

• Join the conversation on twitter• @WordStream

• @MarkIrvine89

• Time for Q&A – don’t be shy!

Senior Data Scientist at

Wordstream

4 Years in Paid Search

Voted the 14th Most Influential

PPC Expert of 2016

Favorite Holiday: Christmas!

Black Friday Is Only 3 Weeks Away!

When do people start their Holiday Shopping? (2015 NRF Data)

39.8%

41.5%

18.7%

More than 80% of People Begin Holiday Shopping Before December

Before Halloween

November

December

#1:

Start Planning NOW!

Start by knowing your Budget!

Look at Last Year’s Data

First, look at the total spend increase from the holidays last year – here we see spend doubled in November & December!

Also, be sure to look at Impression share lost due to budget from last year – here we see that these campaigns were even restricted by budget last year – They could have spent another $15k in December!

Check out Google Trends!

Google Trends is a free tool to monitor search interest for a given search terms and categories.

www.Google.com/Trends Look out for spikes in searches around the holidays!

Know Your Promotions!

Important Dates

Thanksgiving Dilemma:

Spend time with

friends & family

-or-

Launch Black Friday

ads

Write your Ad in Advance!

Schedule your Ads to Run & Pause

You Can Even Schedule your Budgets!

You Can Even Schedule your Budgets!

Strict budget? Create an account budget within the Billings setting and your campaigns will automatically pause once they spend that budget!

#2:

Write NEW Ads

The Ads You Wrote for the Past 16 Years:

Meet Expanded Text Ads!

30-character limit (+5!)

NEW! 30-character headline

NEW! 15- character URL paths

80-character description section (+10!)

NEW Expanded Text Ads are 47% BIGGER!!

Which Ad Would You Click On?

ETAs can improve your CTR drastically!

ETAs also now on Bing Ads too

Your Standard Ads will DISAPPEAR soon!

Slow paceLast day to edit standard text ads is January 31, 2017

Expanded Text Ads only afterwards…

Avoid Making Newbie Mistakes

Learn best practices for NEW Expanded Text Ads:

http://marketing.wordstream.com/WSContentDLETAGuideWebsite.html

Write NEW Ads!

Bad

Google!

Try NEW Ad Copy

400% Higher

CTR!

#3:

Take Advantage of NEW

Ways to Convert

Conversion Rates SKYROCKET during the Holidays!

New Ads! Great!

Expanded Text Ads!

Expand your reach on the SERP w Shopping

Expand your reach on the SERP w Shopping

1 Paid Search Listing

1 Organic Search Listing

6 Shopping Ad

Listings!

Call Extensions & Click to Call

Call Extension Click to call campaign

• Allows users to visit website or call• Shows on all devices

• Only allows users to call• Only shows on mobile

NEW Text Message Extension

New Text Message Extension

Service businesses:

• Schedule an appointment

• Schedule a call back

• Request support

Retailers:

• Subscribe for offers & sales!

Location Extensions & NEW Affiliate Location Extensions

Location Extensions NEW Affiliate Location Extensions

• Shows local searchers where they can visit your store

• Shows local searchers where they can buy your product at other local stores

Location Extensions & NEW Affiliate Location Extensions

Expand on to Bing!

Expand on to Facebook & Instagram

Calculate the opportunity your business has on Facebook: http://www.wordstream.com/facebook-advertising

With over 1 billion active daily users, your customers are on Facebook & Instagram!

Best of all, many of these users are only reachable via social ads because adblockers don’t stop ads on Facebook & Instagram!

#4:

Use RLSA & Customer Match

to Convert Holiday Shoppers

Slide of me being lost

Holiday Shoppers may be a New Audience to your Site!

Gift Shoppers Spend More Time Searching & Researching Before Converting

Use RLSA to Reach More Returning Traffic

Better Audiences = Better Conversion Rates!

Source: 928 Wordstream Clients using remarketing audiences & proper

conversion tracking, January 2015

Customer Match is the Best!

Source: 28 Wordstream Clients using Customer Match Lists & proper conversion tracking, January 2015

Google’s Customer Match boasts some of the best conversion rates in the industry!

Reuse your email marketing lists for customer match audiences!

#5:

Plan for January during

the Holidays

January can really

SUCK!(But it doesn’t have to!)

56%Of Holiday Shoppers will splurge on themselves AFTER the Holidays

Use Remarketing to Bring Them Back to You!

Add Facebook & Instagram to Your Remarketing Strategy

Facebook and Instagram remarketing allows you toreach users on all their connected devices

And users can’t block social ads with adblockers!

Ad Exposure Increases CVR

Recap1. Start Planning NOW!

2. Write NEW Ads!

3. Take Advantage of NEW Ways to Convert!

4. Use RLSA & Customer Match to Convert Holiday

Shoppers!

5. Set up Remarketing to Keep the Momentum even

After the Holidays!

Special Offers

1. FREE Live demo of the WordStream Advisor to learn how to manage your PPC in 20 minutes a week

2. 1-1 AdWords Assessment with AdWords Certified Consultant

3. I don’t need help with my PPC

Q&A

THANK YOU!