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THE PROCRASTINATOR’S GUIDE TO PPC OPTIMIZATION - HOLIDAY SEASON

WEBINAR housekeeping

• The webinar is recorded and will be made available by email

• The slides will also be available by email

• Q&A session at the end of the webinar

• Use the Chat box to submit your questions at any time

SPEAKERS

• John Gagnon– Bing Ads Evangelist at Microsoft.

– 7 Years Experience in Search Marketing.

– Loves search marketing & helping businesses grow by making smart decisions

• Marc Poirier– EVP & Co-Founder of Acquisio.

– 17 Years Experience in Digital Marketing.

– Master Fisherman.

Holiday strategies for search marketersHow and when to be where you should be.

Microsoft Confidential

What we’re talking about todayOnline shopping stats for the holidays and what they mean to youTiming is everything: What to do now and where and how muchThe Yahoo Bing Network has you covered, of course

Microsoft Confidential

The truth about holiday online shopping.(You’re going to like this.)

Microsoft Confidential

Holiday spending climbs year over year, almost without fail.US retail commerce sales for the

holiday

Season (November – December) will

grow 15.1% to $61.8 billion in 2013.

$0

$1,000

$2,000

$3,000

$4,000

$5,000

$6,000

$7,000

$8,000

Week 1(11/4)

Week 2(11/11)

Week 3(11/18)

Week 4(11/25)

Week 5(12/2)

Week 6(12/9)

Week 7(12/16)

Week 8(12/23)

Week 9(12/30)

$ M

illio

ns

Week Ending

2012 Weekly Online Holiday Season Spending vs. Corresponding Days in 2011

Y 2011 Y 2012

eMarketer: Holiday Shopping Preview, 9/4/2013

There’s a reason this is the most wonderful time of the year.Top 10 highest spend days for online shopping in 2012 all happened during the winter holiday period.

eMarketer: Holiday Shopping Preview, 9/4/2013

11/28Thanksgiving

12/17Last ship date

11/29Black Friday

12/02Cyber Monday

12/27Post-holiday sales

12/09Green Monday

Microsoft Confidential

Spook the Halloween shopper with your holiday promotion.

eMarketer: Holiday Shopping Preview, 9/4/2013Microsoft Confidential

30%of retailers say they’ll begin promotional offers before October 1

Microsoft Confidential

This is how the exception becomes the rule.Online shoppers were actively seeking “free shipping” across all search engines in 2012.

comScore e-Commerce MeasurementMicrosoft Confidential

50%of online transactions had free shipping during the holidays last year

Online promotions can add to your holiday happiness.

eMarketer: Holiday Shopping Preview, 9/4/2013

Mobile is always invited to the party.Mobile use is everywhere and constant – but not yet for actually purchasing items.

eMarketer: Holiday Shopping Preview, 9/4/2013

Timing is everything.

(Anyone who says otherwise never accidentally went dark on Cyber Monday.)

Microsoft Confidential

October

Review and analyze last year’s campaign

Get familiar with new Bing Ads features

Launch and test holiday keywords

Create seasonal ad copy

Monitor your competition

42%of online shoppers have begun holiday shopping now

November

Microsoft Confidential

80.4%of shoppers are now shopping for the holidays

Prepare and launch specific ads for Black Friday & Cyber Monday

Monitor ad position and adjust bids

Offer incentives and discounts

December

Microsoft Confidential

96.6%of shoppers are shopping for the holidays

Meet urgency with updated ad copy

After last ship date, drive traffic to brick-and-mortar stores

Don’t forget that post-season sales continue after the holidays

Make sure your ads are competitive in positioning, with the right bidsKeep ad budget high in the weeks before Christmas, then hold steady through the end-of-year sales

Thanksgiving 11/28/13Apparently the whole US eats dinner between 2 and 4pm – then we all get back on our computers to finish shopping until 11pm.

Time zone is PST. IBM Core Metrics, 2012

Ad titles and descriptions

should include:discounts, Black Friday

Important keywords: store hours, locations, Black Friday

Bids/budget: Before you leave the office for Thanksgiving, make sure you’ve got lots of budget left for these critical days

201220112010

Black Friday 11/29/13Black Friday shopping starts before the sun comes up.

24%of shoppers visited a retail site via mobile device on Black Friday 2012

Ad titles and descriptions

should include:discounts, Black Friday, brand name, free shipping in the title

Important keywords: store hours, locations

Bids/budget: Make sure your budget is robust

Time zone is PST. IBM Core Metrics, 2012

201220112010

Cyber Monday 12/2/13The good news is that Cyber Monday hits after the first of December. This means automated budgets will be renewed, and ready to hit hard. Multiscree

nShoppers shopped in store, online and on mobile devices to get the best bargains on Cyber Monday 2012.

Ad titles and descriptions

should include:discounts, Cyber Monday

Important keywords: store hours, locations

Bids/budget: Budgets renewed the day before, so make sure your dollars are going where you want them; verify ad positions and adjust bids

Time zone is PST. IBM Core Metrics, 2012

201220112010

Last Shipping 12/17 + Desperation 12/20-23 Now things are getting exciting.

Now shoppers are turning to brick-and-mortar stores. Ads should include store locations, hours, phone numbers.

Shoppers want to know their gift will arrive in time. Ad titles, descriptions and titles should answer this for them.

Time zone is PST. IBM Core Metrics, 2012

After ChristmasDon’t stop the ads – now all those gift cards will be redeemed online.

Slide source: GiftCard.com by CardLab Gift Card Spending Report 2012.

59.8% of people askedfor gift cards in 2012

50%Nearly

of survey respondents planned to buy at least one gift card in the holiday season of 2012

Choose your words carefully.How word choice affects search ad success for the retail industry.

The Retail Heatmap from Bing Ads Research

Study conducted in November 2012

96,000 ads

254 million impressions

7 sub-categories

Most clickable word combos for the top 4 categories by ad spendConsumer electronics

PC

TITLE DESCRIPTION

Cyber Monday Quality

Brand Cyber Monday

New Promotion

Cyber Monday Promotion

Other Words In-store pickup

New Cyber Monday

Brand In-store pickup

Online Quality

Promotion Cyber Monday

New In-store pickup

Mobile

TITLE DESCRIPTION

Other Words Cyber Monday

Purchase Cyber Monday

Price/pricing Product

Brand Resource

Price/pricing Free shipping

Resource Free shipping

Product Service

Resource Service

Brand Price/pricing

Price/pricing Quality

Tablet

TITLE DESCRIPTION

Promotion Cyber Monday

Cyber Monday Promotion

Brand Cyber Monday

Cyber Monday Quality

Product Cyber Monday

Other Words In-store pickup

Official site Product

Purchase Other Words

Brand In-store pickup

Cyber Monday Product

The Retail Heatmap from Bing Ads Research

Study conducted in November 2012

 

Black Friday

Brand

Call to Action

Celebrity

Cyber Monda

y

Free

Free Shippin

g

Gift In-Store

Pickup

New

Now

Official Site

Online

Price/ Pricing

Product

Promo

Purch

ase

Qual

ity

Resou

rce

Servi

ce Style/ Kind

Valu

e

Oth

er Wor

ds

Black Friday

Brand Call to Action

Celebrity Cyber Monday Free Shipping

Gift

New

Now Official Site

Online Price/ Pricing

Product

Promotion

Purchase

Quality

Resource

Service Style/ Kind Other Words

Consumer ElectronicsAd Description

Ad T

itle

Great Bad No DataGood

Most clickable word combos for the top 4 categories by ad spendToys and hobbies

PC

TITLE DESCRIPTION

Black Friday Purchase

Call to action Promotion

Black Friday Call to action

Other Words Official site

Quality Promotion

Purchase Black Friday

Call to action Style/kind

Black Friday Promotion

Promotion % off

Promotion Service

Mobile

TITLE DESCRIPTION

New Call to action

Product Purchase

Official site Brand

Official site Now

Promotion Black Friday

Product Brand

Product Now

Promotion Brand

Official site Service

Style/kind Service

Tablet

TITLE DESCRIPTION

Official site Brand

Official site Now

Official site New

Free shipping Free

Service Free

Service Free shipping

Service Service

Free shipping Service

Free Service

Free Free shipping

Most clickable word combos for the top 4 categories by ad spendApparel and accessories

PC

TITLE DESCRIPTION

Brand Call to action

Size New

Price/pricing Now

Size Brand

Size Official site

Size Fashion

Free shipping Official site

Free Official site

Official site Official site

Brand [Huge/wide/great] selection

Mobile

TITLE DESCRIPTION

Brand Call to action

Official site Online

% off Size

% off Now

Brand Online

Promotion Gifts

Fashion Promotion

No variable[Huge/wide/great] selection

New Purchase

New Product

Tablet

TITLE DESCRIPTION

Official site Call to action

Official site Online

Brand Call to action

Brand Online

Style/kind Online

Style/kind Call to action

Free shipping Official site

Gifts Style/kind

Style/kind New

Gifts % off

Most clickable word combos for the top 4 categories by ad spendDepartment stores

PC

TITLE DESCRIPTION

Black Friday Product

Celebrity Product

Value Resource

Value #’s

{KeyWord} Black Friday

Black Friday Store

Celebrity Store

Brand Furniture

Brand Celebrity

Clothing Cyber Monday

Mobile

TITLE DESCRIPTION

#’s Purchase

#’s Promotion

#’s #’s

Black Friday Store

#’s Style/kind

Product DKI

Brand New

Number Brand

Resource Service

Brand Clothing

Tablet

TITLE DESCRIPTION

Black Friday Store

Celebrity Store

Brand Furniture

Purchase Resource

Clothing #’s

Clothing Purchase

Product DKI

Purchase Brand

Style/kind Store

Brand Celebrity

Why Yahoo Bing Network(We knew you’d ask.)

Microsoft Confidential

Microsoft Confidential

We’re the holiday gift you weren’t expecting.

31Mretail searchers not reached on Google

65Mtotal retail searchers

117Mtotal paid clicks

510Mtotal retail searches (3)

Searchers on the Yahoo Bing Network1spend 38% more online than the average internet searcher.

Searchers on the Yahoo Bing Network spend 5.6% more than Google searchers.2

1. The Yahoo! Bing Network includes Microsoft and Yahoo! Core Search sites in the U.S.

2. comScore Explicit Core Search (custom), June 2013.3.comScore US Search Categories Report (custom), June 2013

Acquisio Dynamic Campaigns

Dynamic CampaignsCategory: ElectronicsSubCategory: TelevisionsDisplayType: OLEDSize: 60 inchBrand: LGSKU: 73883 388 3098 38Name: OLED Smart TVColor: BlackPrice: $10,999.99Inventory: 7Margin: $1,786.65URL: http://www.site.com/product.html

PRODUCT FEED

CAMPAIGN & AD GROUPGENERATION

Google AdWordsBing Ads

KEYWORD GENERATION

brand + categorybrand + subcategorybrand + displaytypesize + brandsize + brand + subcategorycolor + namebrand + size + namedisplaytype + category ( … )

AD GENERATION

Keywords Change

Ads Change

Campaigns, Ad Groups,

Settings Change

Feed Changes

Acquisio BBM

What is BBM?

BBM Delivers Optimal Results for AdWords. Our Algorithms Run Every 30 Minutes, Intelligently Sharing Budgets Across Campaigns while Adjusting Bids Automatically.

• Suppress CPC (also CPA, Avg. Pos. or ROAS)• Maximize Click Volume (also conversions or revenue)• Spend Maximum Budget Effectively

• Available to all Acquisio clients• Uses AdWords Conversion Tracking tags• No need to change account structure

Why does this matter?

Google Display Network ad engine

Tsunami Effect

Google Display Network conversion engine

AdMetrica captures surges of conversions (and plummeting CPA’s) accompanying sudden spikes in Google’s general search traffic volume.

AdMetrica GDN CPA

Google Search Vol.

AdMetrica GDN Conv #

Aug 1

201

1

Aug 1

5 20

11

Aug 6

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1

Aug 1

8 20

11

Sep 4

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1

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0

2,000

3,000

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5,000

8,000

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6,000

Sep 5

201

1

Aug 2

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1

Aug 3

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1Aug

5 2

011

Aug 4

201

1Aug

7 2

011

Aug 8

201

1

Aug 9

201

1

Aug 1

0 20

11

Aug 11

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1

Aug 1

2 20

11

Aug 1

3 20

11

Aug 1

4 20

11Aug

16

2011

Aug 1

7 20

11

Aug 2

2 20

11

Aug 1

9 20

11

Aug 2

0 20

11

Aug 2

1 20

11Aug

23

2011

Aug 2

4 20

11

Aug 2

5 20

11

Aug 2

6 20

11

Aug 2

7 20

11

Aug 2

8 20

11

Aug 2

9 20

11

Aug 3

0 20

11

Aug 3

1 20

11

Sep 1

201

1

Sep 2

201

1

Sep 3

201

1

Google Search*(sweepstakes)

Conversions (sweepstakes)

$3.25

$3.00

$2.50

$2.75

$2.25

$2.00

$1.75

$1.50

$1.25

CPA(sweepstakes)

* Source: Google Trends

Google Search Activity

Maximize ConversionsSlash Cost per Conversion

Control Budgets Accurately

BBM FOR RETAILBUDGET: $20,000 PER MONTHTARGET CPO: $50RESULTS:DECREASED CPO FROM $54.70 TO $40.57INCREASED ONLINE ORDERS FROM 8/DAY TO 15/DAYINCREASED CALLS FROM 120/DAY TO 200/DAYCONV VALUE / COST FROM 5.5 TO 8.6

• Dynamic Campaigns:• Improve ROI• Address Long Tail• Integrate with Product Feed• Real Time Updates

• BBM:• Rapid Learning Algorithms – More Sales for Same Budget• 30 Minute Bid and Budget Updates

• Dynamic Campaigns with BBM:• Up to 3X number of sales for the same budget• CPO lowered by 20 – 65%

• Quick turnaround – usually same week.• Minimal effort on your part• 1.5% of ad spend – including Acquisio platform + BBM*

Dynamic Campaigns with BBM

* This offer does not include Dynamic Campaign.

Would you like to learn more about Dynamic Campaigns and BBM?

a) Yes, please have someone contact me about BBMb) Yes, please have someone contact me about Dynamic

Campaignsc) Yes, please have someone contact me about BBM and Dynamic

Campaignsd) No thanks, I'm not interested

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