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4 PPC Tips To Boost Your Online Retail Sales

4 PPC Tips To Boost Your Online Retail Sales

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In the webinar recording, Hanapin’s Senior Account Analyst, Jacob Fairclough, discusses 4 PPC tips that will help boost your online retail sales, including using ad customizers, looking at time of day metrics, and utilizing product feed categories for improved Shopping campaign structures.

In the webinar recording, Hanapin’s Senior Account Analyst, Jacob Fairclough, discusses 4 PPC tips that will help boost your online retail sales, including using ad customizers, looking at time of day metrics, and utilizing product feed categories for improved Shopping campaign structures.

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4 PPC Tips To Boost Your Online Retail Sales

  1. 1. #thinkppc 4 PPC Tips To Boost Your Online Retail Sales HOSTED BY:
  2. 2. #thinkppc Presenters • Jacob Fairclough – Senior Account Analyst at Hanapin Marketing – Blogger on PPC Hero – @RealSecretJake
  3. 3. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. • Or use the webinar question box to send us questions.
  4. 4. #thinkppc Live Poll Question #1 How do you manage your PPC account(s)? #thinkppc 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
  5. 5. #thinkppc 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
  6. 6. #thinkppc 1. Setting Up Ad Customizers • Once you’ve created a feed, you’ll need to create placeholder ads. • You can then turn, • Into,
  7. 7. #thinkppc 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.
  8. 8. #thinkppc 2. Revenue Examples Generally revenue and sales increase in the afternoon but not every account has the same sessions to revenue curve.
  9. 9. #thinkppc 2. Viewing Metrics by Time of Day Not all impressions are equal. Look for performance during peak hours.
  10. 10. #thinkppc 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.
  11. 11. #thinkppc 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
  12. 12. #thinkppc 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!
  13. 13. #thinkppc Dynamic Search Ads
  14. 14. #thinkppc Live Q&A Time!
  15. 15. #thinkppc Have more questions? Contact Us Directly • Webinar Feedback: marketing@hanapinmarketing.com ____________________________________________ Thank you for attending our webinar! #thinkppc

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