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HOSTED BY: &
THE PROCRASTINATOR’S GUIDE TO PPC OPTIMIZATION - HOLIDAY SEASON
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
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.
Holiday strategies for search marketersHow and when to be where you should be.
Microsoft Confidential
What we’re talking about todayOnline shopping stats for the holidays and what they mean to youTiming is everything: What to do now and where and how muchThe Yahoo Bing Network has you covered, of course
Microsoft Confidential
The truth about holiday online shopping.(You’re going to like this.)
Microsoft Confidential
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)
$ M
illio
ns
Week Ending
2012 Weekly Online Holiday Season Spending vs. Corresponding Days in 2011
Y 2011 Y 2012
eMarketer: Holiday Shopping Preview, 9/4/2013
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
11/28Thanksgiving
12/17Last ship date
11/29Black Friday
12/02Cyber Monday
12/27Post-holiday sales
12/09Green Monday
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
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
Online promotions can add to your holiday happiness.
eMarketer: Holiday Shopping Preview, 9/4/2013
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
Timing is everything.
(Anyone who says otherwise never accidentally went dark on Cyber Monday.)
Microsoft Confidential
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
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
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 bidsKeep ad budget high in the weeks before Christmas, then hold steady through the end-of-year sales
Thanksgiving 11/28/13Apparently 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
Black Friday 11/29/13Black 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
Cyber Monday 12/2/13The good news is that Cyber Monday hits after the first of December. This means automated budgets will be renewed, and ready to hit hard. Multiscree
nShoppers 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
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
After ChristmasDon’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 askedfor gift cards in 2012
50%Nearly
of survey respondents planned to buy at least one gift card in the holiday season of 2012
Choose your words carefully.How word choice affects search ad success for the retail industry.
The Retail Heatmap from Bing Ads Research
Study conducted in November 2012
96,000 ads
254 million impressions
7 sub-categories
Most clickable word combos for the top 4 categories by ad spendConsumer 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
The Retail Heatmap from Bing Ads Research
Study conducted in November 2012
Black Friday
Brand
Call to Action
Celebrity
Cyber Monda
y
Free
Free Shippin
g
Gift In-Store
Pickup
New
Now
Official Site
Online
Price/ Pricing
Product
Promo
Purch
ase
Qual
ity
Resou
rce
Servi
ce Style/ Kind
Valu
e
Oth
er Wor
ds
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 ElectronicsAd Description
Ad T
itle
Great Bad No DataGood
Most clickable word combos for the top 4 categories by ad spendToys 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
Most clickable word combos for the top 4 categories by ad spendApparel 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/great] 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
Most clickable word combos for the top 4 categories by ad spendDepartment 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
Why Yahoo Bing Network(We knew you’d ask.)
Microsoft Confidential
Microsoft Confidential
We’re the holiday gift you weren’t expecting.
31Mretail searchers not reached on Google
65Mtotal retail searchers
117Mtotal paid clicks
510Mtotal 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
Acquisio Dynamic Campaigns
Dynamic CampaignsCategory: ElectronicsSubCategory: TelevisionsDisplayType: OLEDSize: 60 inchBrand: LGSKU: 73883 388 3098 38Name: OLED Smart TVColor: BlackPrice: $10,999.99Inventory: 7Margin: $1,786.65URL: http://www.site.com/product.html
PRODUCT FEED
CAMPAIGN & AD GROUPGENERATION
Google AdWordsBing Ads
KEYWORD GENERATION
brand + categorybrand + subcategorybrand + displaytypesize + brandsize + brand + subcategorycolor + namebrand + size + namedisplaytype + category ( … )
AD GENERATION
Keywords Change
Ads Change
Campaigns, Ad Groups,
Settings Change
Feed Changes
Acquisio BBM
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
Why does this matter?
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 #
Aug 1
201
1
Aug 1
5 20
11
Aug 6
201
1
Aug 1
8 20
11
Sep 4
201
1
1,000
0
2,000
3,000
4,000
5,000
8,000
7,000
6,000
Sep 5
201
1
Aug 2
201
1
Aug 3
201
1Aug
5 2
011
Aug 4
201
1Aug
7 2
011
Aug 8
201
1
Aug 9
201
1
Aug 1
0 20
11
Aug 11
201
1
Aug 1
2 20
11
Aug 1
3 20
11
Aug 1
4 20
11Aug
16
2011
Aug 1
7 20
11
Aug 2
2 20
11
Aug 1
9 20
11
Aug 2
0 20
11
Aug 2
1 20
11Aug
23
2011
Aug 2
4 20
11
Aug 2
5 20
11
Aug 2
6 20
11
Aug 2
7 20
11
Aug 2
8 20
11
Aug 2
9 20
11
Aug 3
0 20
11
Aug 3
1 20
11
Sep 1
201
1
Sep 2
201
1
Sep 3
201
1
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
Maximize ConversionsSlash Cost per Conversion
Control Budgets Accurately
BBM FOR RETAILBUDGET: $20,000 PER MONTHTARGET CPO: $50RESULTS:DECREASED CPO FROM $54.70 TO $40.57INCREASED ONLINE ORDERS FROM 8/DAY TO 15/DAYINCREASED CALLS FROM 120/DAY TO 200/DAYCONV VALUE / COST FROM 5.5 TO 8.6
• 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.
Would you like to learn more about Dynamic Campaigns and BBM?
a) Yes, please have someone contact me about BBMb) Yes, please have someone contact me about Dynamic
Campaignsc) Yes, please have someone contact me about BBM and Dynamic
Campaignsd) No thanks, I'm not interested
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