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5 Ways to Leverage PPC in the Holiday Season

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Getting marketing results fast during the holiday season is tough. One way you can do it is through pay-per-click (PPC) ads.
Find out how you can use PPC to drive more traffic and conversion opportunities to your website during the holiday season.

Publié dans : Business

5 Ways to Leverage PPC in the Holiday Season

  1. 5 Ways to Leverage PPC in the Holiday SeasonWhile you wait:Take the pollquestion to the left! 1
  2. Housekeeping Notes:1 Webinar slides + video will be emailed to all2 Interact with us on Twitter: #HolidayPPC 2
  3. Your Presenters: LARRY KIM DAN SLAGEN Founder and CTO, Global Marketing Relations, WordStream HubSpot @larrykim @danslagen 3
  4. Agenda 1 Expand Keyword Universe 2 Use PPC to Amplify the Impact of SEO 3 Optimize Paid Ads for Your Audience 4 Align PPC with Landing Pages 5 Remarketing 6 4 Summary
  5. WhyPPC? 5
  6. 6
  7. 7
  8. Expand 1KeywordUniverse 8
  9. 1 Expand Keyword UniverseEmbraceLong-tailKeywords 9
  10. What is a Long Tail Search?
  11. 11
  12. 12
  13. 13
  14. 14
  15. 15
  16. Finding the long tail – Google Analytics
  17. Finding the long tail - WordStream
  18. Finding the long tail - WordStream
  19. Quickly setting up campaigns
  20. Quickly setting up campaigns
  21. Quickly setting up campaigns
  22. Quickly setting up campaigns
  23. Quickly setting up campaigns
  24. Use PPC to 2Amplify theImpact of SEO 24
  25. 2 Use PPC to Amplify the Impact of SEOUse PPC data toinform SEOoptimization andcontent creation 25
  26. Mine the value of PPC data Use Key Metrics Like In Order To … • Impressions • Find Content • Clicks Topics • Click Through • Optimize Existing Rate Content • Conversions • Conversion Rate • Total Cost 26
  27. Mine the value of PPC data Use Key Metrics Like In Order To … • Impressions • Find Content • Clicks Topics • Click Through • Optimize Existing Rate Content • Conversions • Conversion Rate • Total Cost 27
  28. Mine the value of PPC data Use Key Metrics Like Use Key Metrics Like In Order To … • Impressions • Impressions • Find Content • Clicks Topics • Clicks • Click Through • Optimize Existing • Click Through Rate Rate Content • Conversions • Conversions • Conversion Rate • Conversion Rate • Total Cost • Total Cost 28
  29. Mine the value of PPC data Use Key Metrics Like In Order To … Use Key Metrics Like In Order To … • Impressions • Find Content • Impressions • Find Content Topics • Clicks Topics • Clicks • Optimize Existing • Click Through • Optimize Existing • Click Through Rate Content Rate Content • Conversions • Conversions • Conversion Rate • Conversion Rate • Total Cost • Total Cost 29
  30. Optimize Ads 3for YourAudience 30
  31. 3 Optimize Ads for Your AudienceWhen arepeoplesearching? 31
  32. Day Parting & Hours of Operation 32
  33. Campaign Planning – Day of Week 33
  34. Source: SEOmoz 34
  35. SeasonalityMindset – As the months/seasons Conversions/Performance/Competition – Arefluctuate, as do client/customer there specific months or seasons in which yourneeds/wants. campaign sees an increase in efficiency?- Is there a difference in - Should you frontload a percentage of your budgetperformance at the end of a month to a particular quarter?or quarter? - Should you increase bids and awareness during - Are there more searches during the holiday season?the holiday season? - Do market costs go up during your best - Is there an increase in search conversion performing months?volume before, during or right after aholiday? 35
  36. 3 Optimize Ads for Your AudienceWhat are yourpotentialcustomers’wants andneeds? 36
  37. Decision Process Need EvaluationRecognition of Options Information Purchase Search 37
  38. DemographicsAge (life cycle stage)Social classGenderFamily sizeIncomeOccupationLifestyleEducationReligionRace & Nationality 38
  39. Geo-Targeting Photo Credit: Steph and Adam 39
  40. Google Ad Copy Google offers a dynamic keyword insertion option, in which you can auto populate search queries into your adThere are various waysin which you can testDKI using capitalization 40
  41. 41
  42. Ad Copy MessagingAd copy messaging should incorporate a few key aspects, that ultimately engender a user toclick your ad, with a sense of promise as the navigate to your landing page/website:Keyword relevance – Is the search query present in your ad?CTA – Is there a call to offer?Value – Where/what is the value?Proposition – Is there a proposition, and what is it? 42
  43. Align PPC Adswith LandingPages 4 43
  44. 4 Align PPC Ads with Your Landing Pages Avoid Friction 44
  45. 4 Align PPC Ads with Your Landing PagesAlign title,copy andimage(s) 45
  46. Search
  47. Freeshippingmessage iscarried tothe landingpage Nothing about personalized ornaments
  48. 50
  49. Speaks about personalizati- on!Large varietyof personalizedORNAMENTS
  50. 53
  51. 5Remarketing 54
  52. Use Remarketing on Google Display 5 NetworkConvert Visitorswho Didn’tConvert yet. 55
  53. Re-Engage with Previous Visitors 96%of people who visit a website leavewithout completing the actionsmarketers want them to take 70% of people abandon their shopping cart without completing a purchase Source: Forrester 2010, Google
  54. How does Remarketing Work? Source: Google
  55. What is Remarketing an How Does it Work?#1 network reach in the US Display Network Adsense publisher Doubleclick ad Google O&O network exchange properties • 204M visitors/month • Hundreds of premium YouTube • 92% of U.S. internet users publishers, with hundreds of • 108M U.S. visitors/month millions of ad placements • 317B impressions/month available every day • 1B+ video views/day • Hundreds of comScore • 2nd largest search engine 1000 sites • 5% of all online time spent Google sites • Finance 3.1M visitors/month • Blogger 8.1M visitors/month Sites Feeds Games Social media Video Mobile Source: Google
  56. Source: Google Source: Google
  57. Summary: 60
  58. Summary 1 You can be live in minutes, but be thorough 2 If you’re already live, optimize & focus 3 PPC & SEO are complementary 4 Avoid friction 5 It’s not over without a remarketing fight 61
  59. WordStream PPC Advisor Reduce PPC costs and improve ROI Increase traffic and qualified leads Get it all done in just 20 minutes per week www.wordstream.com/ppc-free-trial AdWords Performance Grader A free, instant PPC audit in under a minute! of a kind, free performance One grader Deep analysis in 8 key performance areas Provides actionable recommendations www.wordstream.com/google-adwords CONFIDENTIAL – DO NOT DISTRIBUTE 62
  60. HUBSPOT.COM/DEM Search EngineO Optimization Blogging & Social Media Lead Generation Lead Management Email & Automation Marketing Analytics
  61. THANK YOU! 64
  62. Please take a moment to take our exit poll!Q+A 65

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