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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Mia PruettSearch Marketing Manager

Jacob EhrnsteinSearch Marketing Specialist

Continue the conversation @Volusion with #Sell4xMore

Topics we’ll cover today

Tips and tricks to get the most out of your PPC campaign

Holiday timeline

What is PPC?

• 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

What is PPC?

5Continue the conversation @Volusion with #Sell4xMore

What is PPC?

Why are we talking about the holidays now?

• Start your holiday promotion strategy

• Take advantage of early shopping

• Can start creating your holiday campaigns now

• Tip – Create separate holiday campaigns

Tips and tricks for getting the most out of your PPC campaign

Holiday messaging

Holiday promotions

Decide what holiday promotions to run

• What worked for you last year?

• Put together a Promotional Calendar

Holiday promotions

Examples of promotions:

• Free Shipping

• Buy X, Get Y

• Bundle promotion

• % off

• Free Gift

• 12 Days of Christmas

Holiday keywords

• 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!

Holiday ad copy

Create holiday-specific ad copy

• Use seasonal holiday text

• Mention the promotions that you’re running

• Test, test, test!

Holiday ad copy

• 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

Work smarter, not harder

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.

Don’t Do The Same Task Twice

Tools To Make Your Life Easier

• Dynamic Keyword Insertion to create more engaging ads. {KeyWord:Holiday Gift Baskets}

Dynamic Keyword Insertion

Create holiday-specific campaigns

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.

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Use your data

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

Use your Data

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?

Let dynamic ads do the work

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

AdWords Scripts

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

AdWords Scripts

• 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

Increase your conversions

Remarketing

• 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

Engage in Shopping Feeds

• 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

Think Outside Google

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

Summary – Tips & Tricks

• Work on Holiday Messaging

• Work Smarter, Not Harder

• Increase Your Conversions

Holiday timeline

What should you do now?

The early marketer gets the sales…

• Plan out promotions for an easy-to-follow schedule

• Create your remarketing lists

• Start competitive research

October

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

November

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

December

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

January

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)

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

start in september, sell through december: prepare your ppc campaigns for holiday success

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