Supercharge Holiday Sales With These Must-Have PPC Tactics

Supercharge Holiday Sales with These

Must-Have PPC Tactics

Carrie Albright– Associate Director of

Services at Hanapin Marketing

– PPC Hero Blogger– Hero Conf Speaker– @albright_C

Matt Umbro– Senior Account

Manager at Hanapin Marketing

– PPC Hero Blogger– Hero Conf Speaker– @matt_umbro #thinkpp

c

Purna Virji– Senior PPC Training

Manager at Bing Ads

– Hero Conf Speaker– International

Speaker– @purnavirji

Jose Rodriguez– Regional Product

Specialist for Google Shopping

– @rodrigu12

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PlanningExecutionStrategy

Planning

#thinkppc

Where to start?

The “Need to Know” List

Structure & seasonal trends

Planning

Proprietary + ConfidentialRetail’s Biggest Opportunity is in the Smallest Moments

I-need-some-ideas Moments

Inspiration

Which-one’s-best Moments

Research

I-want-to-buy-it Moments

Purchase

#thinkppc

Where to start?

The “Need to Know” List

Structure & seasonal trends

Planning

#thinkppc

Account Parity Checklist

Campaign budgets

Search Partner network

Device and Demo bid mods

Ad extensions (sitelinks)

UET installed

Share of Voice reporting

Performance trends for your KWs/vertical Deep keyword and audience insightsCompetitive landscapeRead up – PPC Hero, Insights, Moments

#thinkppc

Understand the lay of the land

#thinkppc

#thinkppc

#thinkppc

Where to start?

The “Need to Know” List

Structure & seasonal trends

Planning

Strategy

#thinkppc

Mobile

Search strategy

The “Must Have” of the Season

StrategySh

oppi

ng

Stra

tegy

#thinkppc

#thinkppc

Mobile

Search strategy

The “Must Have” of the Season

StrategySh

oppi

ng

Stra

tegy

Location, call, price, sitelink extensions Mobile-specific CTAs Mobile shopping bid mods Voice Search

#thinkppc

Think Mobile, Think Actions

#thinkppc

Mobile

Search strategy

The “Must Have” of the Season

StrategySh

oppi

ng

Stra

tegy

Proprietary + Confidential

In the past five years, foot traffic in retail stores has declined by 57%, but the value of every visit has

nearly tripled

Searches for “near me” have doubled in the

past year

Mobile’s share of online retail purchases

has grown to 34%

1. ShopperTrak 2015 holiday, US retail sales; 2. Mastercard Spendpulse 2010-2015, US retail sales; 3. Google Trends, Search for "near me", U.S., 2015 vs 20144. Google Analytics Meta Analysis from May ‘14 to May ‘16. Data is US only.

57%

3x2x 34%

#thinkppc

Mobile

Search strategy

The “Must Have” of the Season

StrategySh

oppi

ng

Stra

tegy

Execution

#thinkppc

Timely and Efficient

New tools & features?

When to return to the

Drawing Board

EXECUTION

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Countdown Ads

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Countdown Ads

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Timely and Efficient

New tools & features?

When to return to the

Drawing Board

EXECUTION

Proprietary + Confidential

TrueView for shopping

YouTube is the #1 Video Site for influencing purchase decisionsSource: 1. Google/Ipsos Connect, Mobile Video Study, 2016, n=2397, among adults 18-54 who watch online video. 2. Google/Millward Brown Digital Google Image Search

Study; Clickstream data; Feb 2016. 3. Google Data, anonymized, aggregated searches that trigger a Shopping ad, US, Nov. 2015.

Showcase Shopping Ads

40% of all shopping queries show broad intent

Shopping ads on Image Search

87% of shoppers who research images for apparel and footwear

use image search

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Timely and Efficient

New tools & features?

When to return to the

Drawing Board

EFFICIENCY

#thinkppc

Merchant Promotions

http://help.bingads.microsoft.com/apex/index/3/en/56805

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Timely and Efficient

New tools & features?

When to return to the

Drawing Board

EFFICIENCY

IN-HOUSE PARTNERSHIPS

Providing your team with agency resources and thought-leadership for less than one

full-time expert.

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Hanapin (For accounts spending 15k+/month)

B. No Thanks!

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