Top Banner
61

5 Tricks to Get Clicks this Holiday Season

Feb 08, 2017

Download

Marketing

Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: 5 Tricks to Get Clicks this Holiday Season
Page 2: 5 Tricks to Get Clicks this Holiday Season
Page 3: 5 Tricks to Get Clicks this Holiday Season

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!

Page 4: 5 Tricks to Get Clicks this Holiday Season

Senior Data Scientist at

Wordstream

4 Years in Paid Search

Voted the 14th Most Influential

PPC Expert of 2016

Favorite Holiday: Christmas!

Page 5: 5 Tricks to Get Clicks this Holiday Season

Black Friday Is Only 3 Weeks Away!

Page 6: 5 Tricks to Get Clicks this Holiday Season

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

Page 7: 5 Tricks to Get Clicks this Holiday Season

#1:

Start Planning NOW!

Page 8: 5 Tricks to Get Clicks this Holiday Season

Start by knowing your Budget!

Page 9: 5 Tricks to Get Clicks this Holiday Season

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!

Page 10: 5 Tricks to Get Clicks this Holiday Season

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!

Page 11: 5 Tricks to Get Clicks this Holiday Season

Know Your Promotions!

Page 12: 5 Tricks to Get Clicks this Holiday Season

Important Dates

Page 13: 5 Tricks to Get Clicks this Holiday Season

Thanksgiving Dilemma:

Spend time with

friends & family

-or-

Launch Black Friday

ads

Page 14: 5 Tricks to Get Clicks this Holiday Season

Write your Ad in Advance!

Page 15: 5 Tricks to Get Clicks this Holiday Season

Schedule your Ads to Run & Pause

Page 16: 5 Tricks to Get Clicks this Holiday Season

You Can Even Schedule your Budgets!

Page 17: 5 Tricks to Get Clicks this Holiday Season

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!

Page 18: 5 Tricks to Get Clicks this Holiday Season

#2:

Write NEW Ads

Page 19: 5 Tricks to Get Clicks this Holiday Season

The Ads You Wrote for the Past 16 Years:

Page 20: 5 Tricks to Get Clicks this Holiday Season

Meet Expanded Text Ads!

30-character limit (+5!)

NEW! 30-character headline

NEW! 15- character URL paths

80-character description section (+10!)

Page 21: 5 Tricks to Get Clicks this Holiday Season

NEW Expanded Text Ads are 47% BIGGER!!

Page 22: 5 Tricks to Get Clicks this Holiday Season

Which Ad Would You Click On?

Page 23: 5 Tricks to Get Clicks this Holiday Season

ETAs can improve your CTR drastically!

Page 24: 5 Tricks to Get Clicks this Holiday Season

ETAs also now on Bing Ads too

Page 25: 5 Tricks to Get Clicks this Holiday Season

Your Standard Ads will DISAPPEAR soon!

Page 26: 5 Tricks to Get Clicks this Holiday Season

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

Expanded Text Ads only afterwards…

Page 27: 5 Tricks to Get Clicks this Holiday Season

Avoid Making Newbie Mistakes

Page 28: 5 Tricks to Get Clicks this Holiday Season

Learn best practices for NEW Expanded Text Ads:

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

Page 29: 5 Tricks to Get Clicks this Holiday Season

Write NEW Ads!

Bad

Google!

Page 30: 5 Tricks to Get Clicks this Holiday Season

Try NEW Ad Copy

400% Higher

CTR!

Page 31: 5 Tricks to Get Clicks this Holiday Season

#3:

Take Advantage of NEW

Ways to Convert

Page 32: 5 Tricks to Get Clicks this Holiday Season

Conversion Rates SKYROCKET during the Holidays!

Page 33: 5 Tricks to Get Clicks this Holiday Season

New Ads! Great!

Expanded Text Ads!

Page 34: 5 Tricks to Get Clicks this Holiday Season

Expand your reach on the SERP w Shopping

Page 35: 5 Tricks to Get Clicks this Holiday Season

Expand your reach on the SERP w Shopping

1 Paid Search Listing

1 Organic Search Listing

6 Shopping Ad

Listings!

Page 36: 5 Tricks to Get Clicks this Holiday Season

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

Page 37: 5 Tricks to Get Clicks this Holiday Season

NEW Text Message Extension

Page 38: 5 Tricks to Get Clicks this Holiday Season

New Text Message Extension

Service businesses:

• Schedule an appointment

• Schedule a call back

• Request support

Retailers:

• Subscribe for offers & sales!

Page 39: 5 Tricks to Get Clicks this Holiday Season

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

Page 40: 5 Tricks to Get Clicks this Holiday Season

Location Extensions & NEW Affiliate Location Extensions

Page 41: 5 Tricks to Get Clicks this Holiday Season

Expand on to Bing!

Page 42: 5 Tricks to Get Clicks this Holiday Season

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!

Page 43: 5 Tricks to Get Clicks this Holiday Season

#4:

Use RLSA & Customer Match

to Convert Holiday Shoppers

Page 44: 5 Tricks to Get Clicks this Holiday Season

Slide of me being lost

Page 45: 5 Tricks to Get Clicks this Holiday Season

Holiday Shoppers may be a New Audience to your Site!

Page 46: 5 Tricks to Get Clicks this Holiday Season

Gift Shoppers Spend More Time Searching & Researching Before Converting

Page 47: 5 Tricks to Get Clicks this Holiday Season

Use RLSA to Reach More Returning Traffic

Page 48: 5 Tricks to Get Clicks this Holiday Season

Better Audiences = Better Conversion Rates!

Source: 928 Wordstream Clients using remarketing audiences & proper

conversion tracking, January 2015

Page 49: 5 Tricks to Get Clicks this Holiday Season

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!

Page 50: 5 Tricks to Get Clicks this Holiday Season

#5:

Plan for January during

the Holidays

Page 51: 5 Tricks to Get Clicks this Holiday Season
Page 52: 5 Tricks to Get Clicks this Holiday Season
Page 53: 5 Tricks to Get Clicks this Holiday Season

January can really

SUCK!(But it doesn’t have to!)

Page 54: 5 Tricks to Get Clicks this Holiday Season

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

Page 55: 5 Tricks to Get Clicks this Holiday Season

Use Remarketing to Bring Them Back to You!

Page 56: 5 Tricks to Get Clicks this Holiday Season

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!

Page 57: 5 Tricks to Get Clicks this Holiday Season

Ad Exposure Increases CVR

Page 58: 5 Tricks to Get Clicks this Holiday Season

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!

Page 59: 5 Tricks to Get Clicks this Holiday Season

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

Page 60: 5 Tricks to Get Clicks this Holiday Season

Q&A

Page 61: 5 Tricks to Get Clicks this Holiday Season

THANK YOU!