Planning A Knockout 2015 PPC Strategy

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&HOSTED BY:

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Presenters

• Sam Mazaheri

– Director of Marketing at AdStage.

– @sammmer

• Sarah Stemen

– Account Manager at Hanapin Marketing.

– @runnerkik

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?

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A. Less than 1 year

B. 1-3 years

C. 3-5 years

D. 5+ years

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Live Poll Question #2

How do you manage your account(s)?

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A. I manage it myself.

B. I’m part of a team that manages it.

C. I outsource my account management.

D. I’m rethinking how my account is managed.

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What themes should you consider for 2015?

With so much changing in the world of online advertising,

what topics should you investigate and allocate resources

towards in 2015?

◉Devices

◉Audiences

◉Shopping

◉Social

◉Content

Intro

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What does mobile mean for your business?

In 2014, Mobile share grew rapidly and can’t be

ignored, the iPhone 6 has brought large screens to the

mainstream, and AdWords began favoring callouts on

mobile.

◉Make sure site performs best on top devices

◉Review your mobile bid modifiers

◉Optimize ad copy with callout extensions

Mobile

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Cross-Device Experiences

Is there unity between your many channels?

Users are encountering your brand across multiple channels

and devices on the path to purchase, making a unified

message more important.

◉Audit your cross-channel assets for unity

◉Big companies: Don’t put mobile in a silo

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Audiences vs. Keywords

How can you look past keywords to audiences?

In 2014, audience targeting has gained ground as the alternative

to search terms targeting. SEO and [not provided] prepared us

for this and social advertising warmed us up to audience

targeting.

◉Segment audiences by intent/context

◉Expand your retargeting segments

◉Consider marketing automation

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Understanding Audiences

How well do you know your audience?

In 2014, Enhanced Campaign strategy matured and made it

more important to know your target markets’ technology habits.

◉Study your audience for current usage patterns

◉Learn which settings and messaging will work best

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What are your plans for cross-device tracking?

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a) We’ve already implemented it

b) We’re planning to tackle it this year

c) It’s on our radar, but no plans yet

d) We aren’t going to implement it

Live Poll Question #3

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Shopping

Are you present where buyers shop?

In 2014, Google Shopping strategies matured,

Bing/Facebook/Twitter rolled out shopping ad types.

◉Evaluate which new channels you need to embrace

◉Consider developing a dedicated mobile app

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Social

Are you reaching your audience outside of

search?

In 2014, social budgets grew as advertisers took

advantage of powerful new ad types across social

networks.

◉Shift from organic social to paid social

◉Test ads across each relevant social networks

◉Leverage new ad types

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Content

Are you amplifying your content’s impact?

In 2014, paid promotion of content increased and as the SEO

landscape changed.

◉Test promoted content on social networks

◉Track engagement in addition to conversion

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Live Poll Question #4

A. FREE Account Assessment from Hanapin (for accounts spending more than 20K/mo)

B. FREE Trial of AdStage (All-in-one platform for search, social and display advertising, www.adstage.io)

C. Both

D. No Thanks

Would you like help with your PPC accounts

and management? I’m interested in:

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Live Q&A Time!

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Have more questions?

Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: marketing@hanapinmarketing.com

AdStage Feedback: support@adstage.io