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• 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!
Senior Data Scientist at
Wordstream
4 Years in Paid Search
Voted the 14th Most Influential
PPC Expert of 2016
Favorite Holiday: Christmas!
Black Friday Is Only 3 Weeks Away!
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
#1:
Start Planning NOW!
Start by knowing your Budget!
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!
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!
Know Your Promotions!
Important Dates
Thanksgiving Dilemma:
Spend time with
friends & family
-or-
Launch Black Friday
ads
Write your Ad in Advance!
Schedule your Ads to Run & Pause
You Can Even Schedule your Budgets!
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!
#2:
Write NEW Ads
The Ads You Wrote for the Past 16 Years:
Meet Expanded Text Ads!
30-character limit (+5!)
NEW! 30-character headline
NEW! 15- character URL paths
80-character description section (+10!)
NEW Expanded Text Ads are 47% BIGGER!!
Which Ad Would You Click On?
ETAs can improve your CTR drastically!
ETAs also now on Bing Ads too
Your Standard Ads will DISAPPEAR soon!
Slow paceLast day to edit standard text ads is January 31, 2017
Expanded Text Ads only afterwards…
Avoid Making Newbie Mistakes
Learn best practices for NEW Expanded Text Ads:
http://marketing.wordstream.com/WSContentDLETAGuideWebsite.html
Write NEW Ads!
Bad
Google!
Try NEW Ad Copy
400% Higher
CTR!
#3:
Take Advantage of NEW
Ways to Convert
Conversion Rates SKYROCKET during the Holidays!
New Ads! Great!
Expanded Text Ads!
Expand your reach on the SERP w Shopping
Expand your reach on the SERP w Shopping
1 Paid Search Listing
1 Organic Search Listing
6 Shopping Ad
Listings!
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
NEW Text Message Extension
New Text Message Extension
Service businesses:
• Schedule an appointment
• Schedule a call back
• Request support
Retailers:
• Subscribe for offers & sales!
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
Location Extensions & NEW Affiliate Location Extensions
Expand on to Bing!
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!
#4:
Use RLSA & Customer Match
to Convert Holiday Shoppers
Slide of me being lost
Holiday Shoppers may be a New Audience to your Site!
Gift Shoppers Spend More Time Searching & Researching Before Converting
Use RLSA to Reach More Returning Traffic
Better Audiences = Better Conversion Rates!
Source: 928 Wordstream Clients using remarketing audiences & proper
conversion tracking, January 2015
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!
#5:
Plan for January during
the Holidays
January can really
SUCK!(But it doesn’t have to!)
56%Of Holiday Shoppers will splurge on themselves AFTER the Holidays
Use Remarketing to Bring Them Back to You!
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!
Ad Exposure Increases CVR
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!
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
Q&A
THANK YOU!