Start in September, Sell Through December: Prepare Your PPC Campaigns for Holiday Success
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Transcript of Start in September, Sell Through December: Prepare Your PPC Campaigns for Holiday Success
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Start in September, Sell Through December: Prepare Your PPC Campaigns for Holiday Success
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Your Hosts
Mia PruettSearch Marketing Manager
Jacob EhrnsteinSearch Marketing Specialist
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Topics we’ll cover today
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Tips and tricks to get the most out of your PPC campaign
Holiday timeline
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Q&A
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What is PPC?
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What is PPC?
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• Pay Per Click (PPC) is advertising on search engines or websites• Google• Bing
• Bid on targeted keywords to capture the right audience
• Strategically place ads to offer products, promotions & services
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What is PPC?
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What is PPC?
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Why are we talking about the holidays now?
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• Start your holiday promotion strategy
• Take advantage of early shopping
• Can start creating your holiday campaigns now
• Tip – Create separate holiday campaigns
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Tips and tricks for getting the most out of your PPC campaign
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Holiday messaging
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Holiday promotions
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Decide what holiday promotions to run
• What worked for you last year?
• Put together a Promotional Calendar
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Holiday promotions
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Examples of promotions:
• Free Shipping
• Buy X, Get Y
• Bundle promotion
• % off
• Free Gift
• 12 Days of Christmas
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Holiday keywords
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• Create “gift” and “present” keywords
• For Black Friday, can include “black Friday” as part of keyword phrase
• Track performance throughout the holidays
• Tip: Don’t go overboard with generic terms!
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Holiday ad copy
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Create holiday-specific ad copy
• Use seasonal holiday text
• Mention the promotions that you’re running
• Test, test, test!
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Holiday ad copy
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• Carry through promotions to your landing pages
• If you mention a promotion in your ad, make sure you’re also showcasing it out on the site
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Work smarter, not harder
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Tools To Make Your Life Easier
• AdWords Editor is Google’s offline tool to maximize efficiency
• Bing Ads Editor
• Found.co (http://www.found.co.uk/) is a great tool to create broad match modified or any other type of keyword type to add to your keyword lists.
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Don’t Do The Same Task Twice
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Tools To Make Your Life Easier
• Dynamic Keyword Insertion to create more engaging ads. {KeyWord:Holiday Gift Baskets}
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Dynamic Keyword Insertion
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Create holiday-specific campaigns
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Holiday-specific campaigns give better targeting
• Allows for better ad messaging
• Allocated budget
• Customized schedules
• Unique keyword lists
• Easily pause non-holiday campaigns during the season.
Image Here
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Use your data
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Sell more using data to make insightful decisions
• Informed decision-making
• Utilize your KPI’s • Top Sellers • Best Performing Time To Sell • Best Performing Keywords
• YOY data is your friend • Look at What Was Successful Last
Year
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Use your Data
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Last year’s trends for this year’s success
• Look at what was successful last year
• Find areas you can improve • budget• mobile• phone orders
• How can your data assist in other areas of your marketing efforts?
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Let dynamic ads do the work
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Too busy to build an AdWords campaign?
• What are dynamic ads?
• Allows for a broad focus
• Can generate a high volume of traffic
• Tip: Be careful about what keywords are triggering your ads
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AdWords Scripts
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Automate your ads with the sale countdown script
• AdWords scripts use JavaScript to access, report, or execute tasks in your AdWords account.
• AdWords Sale Count Down – creates dynamically-generated ads
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AdWords Scripts
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• The ad on the bottom will be updated until the sale ends.
• The Sale Countdown Script allows your ads to be updated hourly – automatically
• Just a few lines of code can create an ad that becomes more and more engaging every hour
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Increase your conversions
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Remarketing
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• Remarketing lets you show ads to customers who have already visited your website
• Start creating your audience lists now
• Create holiday-specific image ads
• Keep the image ads consistent with your branding
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Engage in Shopping Feeds
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• 40% of holiday orders in 2013 were from search queries *
• Product information, not keyword-based
• Shows product image and price, perfect for shopping
• Tip: Make sure you are uploading a fresh feed on a regular basis
* Based on e-commerce data from The Custora Pulse
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Engage in Shopping Feeds
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Engage in Shopping Feeds
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Think Outside Google
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Diversify and Test With Different Channels
• Bing PPC
• Pricegrabber, Amazon Product Ads, Bing Shopping, Shopping.com
• Facebook Ads, YouTube Ads
• Tip: Track all your channels separately and establish benchmarks
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Summary – Tips & Tricks
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• Work on Holiday Messaging
• Work Smarter, Not Harder
• Increase Your Conversions
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Holiday timeline
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What should you do now?
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The early marketer gets the sales…
• Plan out promotions for an easy-to-follow schedule
• Create your remarketing lists
• Start competitive research
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October
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Proactive October for a stress-free November
• Early-bird promotions/shoppers - Not everyone waits until the last minute to shop so treat those most prepared with a special sale
• Start looking at your YOY data and how you can use it to shape your holiday campaign
• Dig into your analytics data for potential areas of focus
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November
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Ramp up in November• If you haven’t yet – launch remarketing
ads, Shopping Feeds, and campaigns on other channels at the start of the month
• Review ad and keyword performance. Consider increasing bids for higher positioning
• Ramp up daily budgets due to higher amount of shoppers and searches
• On Black Friday/Cyber Monday, keep an eye on your ad spend throughout the day/weekend
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December
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Monitor campaigns closely
• Check for ad position changes
• Modify your site and ads properly for last shipping date
• Check in on campaigns frequently
• Don’t miss out on holidays other than Christmas
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January
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Refresh and restrategize
• Pause any holiday campaigns
• Monitor campaign metrics such as ad position, spend, and click through rate
• Start thinking about future holidays (Presidents Day, Valentines Day)
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Q&A
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Free Setup on PPC in September
• Free Setup on a 3-month purchase of either a Starter or Advanced PPC Plan
• Call 1-877-591-7006 to learn more
• Good through September 30th
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