Have you begun planning your PPC strategy for 2015 yet? Do you know what the future looks like for the digital ad space in the coming year? In this webinar, experts will talk you through some of the most popular trends from this year, what predictions look like for 2015 and give you tips and tricks on why and how you should be analyzing the data for your PPC strategy. In the recording, experts from AdStage and Hanapin Marketing discuss the future of PPC and offer tips on how to formulate an all-around knockout PPC strategy for 2015. You’ll get expert-level PPC tips like: *An inside look at what the future of PPC holds *How to analyze trends for an organized and lucrative strategy *What channels have grown and why they are important

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HOSTED BY: &

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Presenters
• Sam Mazaheri
– Director of Marketing at AdStage.
– @sammmer
• Sarah Stemen
– Account Manager at Hanapin Marketing.
– @runnerkik

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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 long have you been in PPC?
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A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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Live Poll Question #2
How do you manage your account(s)?
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A. I manage it myself.
B. I’m part of a team that manages it.
C. I outsource my account management.
D. I’m rethinking how my account is managed.

6. Intro
What themes should you consider for 2015?
With so much changing in the world of online advertising,
what topics should you investigate and allocate resources
towards in 2015?
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◉Devices
◉Audiences
◉Shopping
◉Social
◉Content

7. What does mobile mean for your business?
In 2014, Mobile share grew rapidly and can’t be
ignored, the iPhone 6 has brought large screens to the
mainstream, and AdWords began favoring callouts on
mobile.
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◉Make sure site performs best on top devices
◉Review your mobile bid modifiers
◉Optimize ad copy with callout extensions
Mobile

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Cross-Device Experiences
Is there unity between your many channels?
Users are encountering your brand across multiple channels
and devices on the path to purchase, making a unified
message more important.
◉Audit your cross-channel assets for unity
◉Big companies: Don’t put mobile in a silo

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Audiences vs. Keywords
How can you look past keywords to audiences?
In 2014, audience targeting has gained ground as the alternative
to search terms targeting. SEO and [not provided] prepared us
for this and social advertising warmed us up to audience
targeting.
◉Segment audiences by intent/context
◉Expand your retargeting segments
◉Consider marketing automation

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Understanding Audiences
How well do you know your audience?
In 2014, Enhanced Campaign strategy matured and made it
more important to know your target markets’ technology habits.
◉Study your audience for current usage patterns
◉Learn which settings and messaging will work best

11. Live Poll Question #3
What are your plans for cross-device tracking?
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a) We’ve already implemented it
b) We’re planning to tackle it this year
c) It’s on our radar, but no plans yet
d) We aren’t going to implement it

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Shopping
Are you present where buyers shop?
In 2014, Google Shopping strategies matured,
Bing/Facebook/Twitter rolled out shopping ad types.
◉Evaluate which new channels you need to embrace
◉Consider developing a dedicated mobile app

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Social
Are you reaching your audience outside of
search?
In 2014, social budgets grew as advertisers took
advantage of powerful new ad types across social
networks.
◉Shift from organic social to paid social
◉Test ads across each relevant social networks
◉Leverage new ad types

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Content
Are you amplifying your content’s impact?
In 2014, paid promotion of content increased and as the SEO
landscape changed.
◉Test promoted content on social networks
◉Track engagement in addition to conversion

15. Would you like help with your PPC accounts
and management? I’m interested in:
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Live Poll Question #4
A. FREE Account Assessment from Hanapin
(for accounts spending more than 20K/mo)
B. FREE Trial of AdStage (All-in-one platform for search,
social and display advertising, www.adstage.io)
C. Both
D. No Thanks

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Live Q&A Time!

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Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
AdStage Feedback: support@adstage.io