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Supercharge Holiday
Sales with These
Must-Have PPC Tactics
Carrie Albright
– Associate Director of
Services at Hanapin
Marketing
– PPC Hero Blogger
– Hero Conf Speaker
– @albright_C
Matt Umbro
– Senior Account Manager
at Hanapin Marketing
– PPC Hero Blogger
– Hero Conf Speaker
– @matt_umbro
#thinkppc
Purna Virji
– Senior PPC Training
Manager at Bing Ads
– Hero Conf Speaker
– International Speaker
– @purnavirji
Jose Rodriguez
– Regional Product
Specialist for Google
Shopping
– @rodrigu12
Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send us
questions.
Let’s get started!
Planning
Execution
Strategy
Planning
#thinkppc
Where to start?
The “Need to
Know” List
Structure &
seasonal trends
Planning
Proprietary + Confidential
Retail’s Biggest Opportunity
is in the Smallest Moments
I-need-some-
ideas Moments
Inspiration
Which-one’s-
best Moments
Research
I-want-to-buy-it
Moments
Purchase
#thinkppc
Where to start?
The “Need to
Know” List
Structure &
seasonal trends
Planning
#thinkppc
Account
Parity
Checklist
Campaign budgets
Search Partner network
Device and Demo bid mods
Ad extensions (sitelinks)
UET installed
Share of Voice reporting
Performance trends for your KWs/vertical
Deep keyword and audience insights
Competitive landscape
Read up – PPC Hero, Insights, Moments
#thinkppc
Understand the lay of the land
#thinkppc
#thinkppc
#thinkppc
Where to start?
The “Need to
Know” List
Structure &
seasonal trends
Planning
Strategy
#thinkppc
Mobile
Search
strategy
The “Must Have” of
the Season
Strategy
ShoppingStrategy
#thinkppc
#thinkppc
Mobile
Search
strategy
The “Must Have” of
the Season
Strategy
ShoppingStrategy
 Location, call, price, sitelink extensions
 Mobile-specific CTAs
 Mobile shopping bid mods
 Voice Search
#thinkppc
Think Mobile, Think Actions
#thinkppc
Mobile
Search
strategy
The “Must Have” of
the Season
Strategy
ShoppingStrategy
Proprietary + Confidential
In the past five years, foot traffic
in retail stores has declined by
57%, but the value of every visit
has nearly tripled
Searches for “near me”
have doubled in the
past year
Mobile’s share of online
retail purchases
has grown to 34%
1. ShopperTrak 2015 holiday, US retail sales; 2. Mastercard Spendpulse 2010-2015, US retail sales; 3. Google Trends, Search for "near me", U.S., 2015 vs 2014
4. Google Analytics Meta Analysis from May ‘14 to May ‘16. Data is US only.
57%
3x
2x 34%
#thinkppc
Mobile
Search
strategy
The “Must Have” of
the Season
Strategy
ShoppingStrategy
Execution
#thinkppc
Timely and
Efficient
New tools &
features?
When to
return to the
Drawing Board
EXECUTION
#thinkppc
Countdown Ads
#thinkppc
Countdown Ads
#thinkppc
Timely and
Efficient
New tools &
features?
When to
return to the
Drawing Board
EXECUTION
Proprietary + Confidential
TrueView for shopping
YouTube is the #1 Video
Site for influencing purchase
decisions
Source: 1. Google/Ipsos Connect, Mobile Video Study, 2016, n=2397, among adults 18-54 who watch online video. 2. Google/Millward Brown Digital Google Image Search Study; Clickstream
data; Feb 2016. 3. Google Data, anonymized, aggregated searches that trigger a Shopping ad, US, Nov. 2015.
Showcase Shopping Ads
40% of all shopping queries
show broad intent
Shopping ads on Image Search
87% of shoppers who research
images for apparel and footwear use
image search
#thinkppc
Timely and
Efficient
New tools &
features?
When to
return to the
Drawing Board
EFFICIENCY
#thinkppc
Merchant Promotions
http://help.bingads.microsoft.com/apex/index/3/en/56805
#thinkppc
Timely and
Efficient
New tools &
features?
When to
return to the
Drawing Board
EFFICIENCY
IN-HOUSE
PARTNERSHIPS
Providing your team with agency resources and
thought-leadership for less than one full-time
expert.
#thinkppc
Would you like an offer?
A. Get an account analysis by the experts at
Hanapin (For accounts spending 15k+/month)
B. No Thanks!
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com

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