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4 PPC Tips To Boost Your
Online Retail Sales
HOSTED BY:

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Presenters
• Jacob Fairclough
– Senior Account Analyst at Hanapin
Marketing
– Blogger on PPC Hero
– @RealSecretJake

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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 do you manage your PPC account(s)?
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a) I’m part of an in-house PPC team
b) I do all the marketing including PPC
c) I work at an agency
d) I’m a consultant

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1. Custom Ad Copy
You don’t need to use the same stock ad and you don’t need to
create individual ads for every product.
Ad Customizers – Allow you to scale ad copy quickly with added
specificity.
Include relevant information such as,
• Price
• Offers
• Quantity
• Descriptions

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1. Setting Up Ad Customizers
• Once you’ve created a feed, you’ll need to create placeholder ads.
• You can then turn,
• Into,

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2. Find The Best Locations & Hours
Use Dimensions Tabs and Analytics Data to calibrate
your tactics
Averages can lie. A 3.0 average position can hide lower
than average position at key moments during the day.

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2. Revenue Examples
Generally revenue and sales increase in the afternoon but not every account
has the same sessions to revenue curve.

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2. Viewing Metrics by Time of Day
Not all impressions are equal. Look for performance during peak hours.

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3. Shopping Campaign Structure
One of the largest missed opportunities is using a
single ad group for all products.
Shopping campaigns have made it even easier to control your campaigns with
new settings.
Utilize brand, category, product type, and custom labels to segment product
groups.

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3. Shopping Campaign Structure
Basic Shopping Outline
All Products Campaign
• Lower Max Bid
• Target All products
Product Group Campaign
• Target by group such as footwear.
• Additional layers as needed such as boots vs. sandals
Branded Product Campaign
• Similar to Product Group Campaign but with branded targeting.
• Ex.) Take your running shoes campaign and add a top level brand filter for Nike
• Generally higher CPCs

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4. Tackling New Terms
You don’t have to fear the new!
Finding new customers doesn’t
mean completely opening your
targeting to high volume broad
match keywords.
• Find your most effective modifiers
• Define your ideal purchaser
• Have enough traffic? Create new
pages!

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Dynamic Search Ads

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Live Q&A Time!

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Have more questions?
Contact Us Directly
• Webinar Feedback: marketing@hanapinmarketing.com
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Thank you for attending our webinar! #thinkppc