12 Ways to Make Sure Your Ads Stay Successful This Holiday Season Even if you're not an e-commerce advertiser, your paid search and social campaigns will be affected by the holiday rush. 'Tis the season to avoid high cost-per-clicks and low conversions with our 12 Rules of Pay-Per-Click Holiday Prep. Our expert will reveal 12 tips to build your best performing campaigns this holiday season, including: • How to adjust bids to avoid high holiday CPCs and low conversions • How to use historical data to make the most of your budget this season • How to adjust your top campaigns and bidding strategies to win more leads than competitors

1. LIVE WEBINAR
© Copyright 2017 WordStream, Inc. All rights reserved.
The 12 Rules of
PPC Holiday
Prep

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3. Logistics
• Webinar will be recorded – check
your inbox for materials
• Submit your questions for Q&A

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I’m Gordon!
• SEO & Content Specialist at
WordStream
• Creator of
• Santa Clause truther
Gordon Donnelly

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Why 12 Days of Christmas?

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The 12 Rules of PPC Holiday Prep
Start early
Re-allocate budget
Leverage RLSAs
Remarket on Facebook
Prepare for mobile traffic
Drive in-store visits
Use countdown timers
Get smart w/ Shopping
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Create seasonal landing pages
Make device bid adjustments
Spruce up your ad copy
Prepare for the unexpected

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Rule #1: Start early

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40 percent of consumers begin
shopping before Halloween.
- National Retail Foundation

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49 percent of marketers will launch a
holiday marketing campaign before
Halloween.
- Experian

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Reach

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Time
Competition
Black Fiveday
• At Black Friday’s peak, CPC jumps to an average of $1.68 for ecommerce brands.
Compare that to the overall CPC of Facebook retail and ecommerce ads of $0.70, and
that’s an increase of 140%. - Shopify

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On average, 5 to 7 brand impressions
are necessary before a prospect will
remember your brand.
- Pam Moore

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• Comprehensive audience targeting
• Pay-per-thousand impressions
• Fill your prospect pool at a
relatively low cost compared to
search.

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Rule #2: Consider budget re-allocation

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Historical data is your friend
• Consider re-allocating December spend
to your Black Fiveday campaigns.
• Stop dayparting from Thanksgiving to
Cyber Monday.
• Set your date range and make
adjustments accordingly.

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Rule #3: Leverage RLSAs

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Are RLSAs and remarketing the same?

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RLSAs: How They Differ
• You’re setting up new ad groups that
will only deliver search ads to
prospects that are on your
remarketing list, and have also
searched for your target keywords
• The search network is best for
converting prospects with high intent
• Add a snippet of code to your website
which allows you to aggregate
remarketing lists based on who has
visited your site.

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Rule #4: Leverage Facebook remarketing

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Facebook Remarketing: How it Works

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Custom Audience Creation

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Facebook remarketing ads get 3X
more engagement than regular
Facebook ads.

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Rule #5: Prepare for mobile traffic

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Mobile is expected to have an impact
on 87 percent of all holiday
purchases.
- Mobile Marketing Association

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53% of mobile site visits are
abandoned if the page takes more
than three seconds to load.
- Google

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Mobile Landing Page Speed Score
• Reports > Dimensions > Basic > Landing page

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Speed Scorecard: Gauge Competitors
• https://www.thinkwithgoogle.com/feature/mobile/

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Mobile Best Practices
• Enable contextual keyboards
• Ditch interstitials
• Make sure all content/media scales
properly
• Make sure buttons and tap targets are
clearly-defined

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Rule #6: Drive In-Store Visits

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3 Strategies to Drive Brick-and-
Mortar Traffic
Local inventory ads
Location extensions
Facebook in-store visits

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Rule #7: Use countdown timers

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Without a sense of urgency, desire
loses its value.
- Jim Rohn

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Leveraging the countdown timer
• The countdown timer dynamically changes your ad copy to
let prospects know when your sale is ending.

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Rule #8: Make the switch to Smart Shopping

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Benefits of the Shopping Network
• Shopping ads appear in Google Search, Google Shopping, and across Google
Search Partner sites like YouTube and image search.
• Because prospects have the ability to discern unique
product information from your shopping ad just by
looking at it, those who click are inherently more
qualified.
• The average cost-per-action of a mobile shopping
ad is $45.26, compared to $97.71 for a standard text
ad, $81.04 for an expanded text ad, and $98.29 for a
standard display ad.

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Smart Shopping vs. Standard Shopping
• If a prospect interacts with a product on your website,
Smart Shopping will automatically serve them ad creative
from Merchant Center that correlates to that product
• Smart Shopping combines standard shopping and display
remarketing in one campaign type
• Optimizes for your highest conversion value within 15 days
using automated bidding, placements, and ad creative.

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Rule #9: Create seasonal landing pages

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Examples….

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Rule #10: Make device bid adjustments

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39.6% of U.S. retail e-commerce sales
take place on mobile.
- Statista

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Cyber week e-commerce sales in
2017 were split: 50% desktop orders,
and 50% mobile orders.
- BigCommerce

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Making device bid adjustments
• At the campaign or ad group level, head to edit > Device
Bid Adjustment and enter a positive (to increase) or
negative (to decrease) value for Desktop/Mobile/Tablet

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Rule #11: Spruce up your ad copy

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Seasonal Ad Copy
• Include the relevant specifics of your offer
• Avoid clichés, but use holiday-inspired terms
• Appeal to positivity
• Include a price

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Rule #12: Prepare for the unexpected

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When Things Go Wrong…
• Keep on-call contacts close at hand for issues related to
shipping, item disapprovals, and website performance
• Monitor campaign performance closely to hedge against
volume-induced overspending
• Double check product inventory to prepare for the influx
• Beef up customer service and/or live chat to hedge against
customer service issues related to volume
• Set up a backup payment method to ensure your ads won’t
suddenly stop delivering

48. © Copyright 2017 WordStream, Inc. All rights reserved.
Thank you! Gordon Donnelly, SEO &
Content Specialist
gdonnelly@wordstream.com
@gord_donnelly

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Use these in the middle
of a presentation to
introduce a new section.

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Don’t feel obligated to
use all the colors.

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It’s okay if you don’t
complete a perfect
pattern cycle of colors.

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You can even stick to one
color if that’s your thing.

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This orange is very vibrant,
so use it sparingly to make it
more impactful.

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DON’T use this photo – Use
Format Background with your
own image.

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Blank Slide With Left Aligned Title
This is just a really basic content slide. It’s intended for slides with only
photos, or if you can’t find a template that works and you need to build
something from scratch.

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“This is a space for supersized text.
Use this for a quote, or when you
want to make a really big impact with
just a short sentence or two.”
-Here’s space for an author/subtext

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This is a numbered list.
1. Brownie sweet cake jujubes chocolate bar pudding
2. Croissant donut jujubes pudding soufflé pastry
3. Fruitcake pudding chocolate bar brownie sesame
4. Brownie sweet cake jujubes chocolate bar pudding
5. Croissant donut jujubes pudding soufflé pastry
6. Pastry sugar plum marzipan carrot cake

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How about a checklist?
✓Brownie sweet cake jujubes chocolate bar pudding
✓Croissant donut jujubes pudding soufflé pastry
✓Fruitcake pudding chocolate bar brownie sesame
✓Brownie sweet cake jujubes chocolate bar pudding
✓Croissant donut jujubes pudding soufflé pastry
✓Pastry sugar plum marzipan carrot cake wafer

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Title of the list
Use the two columns for text/image/charts
• Lorem ipsum dolor sit amet,
consectetur adipiscing elit.
• Lorem ipsum dolor sit amet,
consectetur adipiscing elit.
• Lorem ipsum dolor sit amet,
consectetur adipiscing elit. 0
10
20
30
40
50
60
70
80
Category 1 Category 2 Category 3 Category 4
Chart Title
Section 1 Section 2 Section 3

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May Update
• This is a bullet point.
• Don’t make the font size
much smaller than this if you
want this to be legible from
far away.
Put images or other content here.

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1. Lorem ipsum
2. Lorem ipsum
3. Lorem ipsum
This is a space for
a large title or a
statement.

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1. Keep it short & sweet.
3. Rearrange as necessary.
2. If your title extends into
two lines, it’s okay.The more text you add to your
slide, the smaller it has to be –
and the harder it is to read.
Move stuff up/down as you
need, but don’t clutter – white
space is important. You may
need a different template.
Just push the content
underneath down like so.
4. Center your content.
When you’re done, try to make
sure there’s an even amount of
space above and below your
text.
4 Column Short List – Numbered or Not

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These numbers aren’t in the master – so you can
animate them and move as needed.
Bullet point 1
Bullet point 2
Bullet point 3
Bullet point 4
Bullet point 5
Bullet point 6
Bullet point 7
Bullet point 8
1
2
3
4
5
6
7
8

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WordStream: Online Advertising Made Easy
First, Analyze
Use our free tool to benchmark
your current performance and
see where you need to improve.
Second, Optimize Finally, Maximize
Work faster and get better
results from paid search,
converting clicks to customers.
WordStream users convert 60%
more leads while reducing their
costs by 10%.

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SQL PROJECTIONS BY SOURCE OCTOBER NOVEMBER DECEMBER
Test test test test
test test test test
test test test test
test test test test
test test test test
test 144 102 180
test 117 117 117
TOTAL 500 930 302
This is one of PowerPoint’s default tables.

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SQL PROJECTIONS BY SOURCE OCTOBER NOVEMBER DECEMBER
Test 209 182 160
Test 308 254 216
Test 82 72 38
Test 100 68 68
Test 3 0 0
Test 144 102 180
Test 117 117 117
Test 209 182 40
Test 349 43 93
Test 33 332 432
Test 393 30 302
TOTAL 500 930 302
This is another default table.

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This is a page with a chart using new colors.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017
Test Table
Data Data2 Data3 Data4 Data5 Data6

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Questions & Answers
Q: What does it mean to be a Google Premier Partner?

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Questions & Answers
A: As a Google Premier Partner, WordStream joins a small group of highly qualified
companies. The AdWords Premier SMB Partner Program (PSP) connects Google’s
trusted and experienced AdWords partners with small and medium-sized
businesses that want expert help in creating, managing and optimizing their online
advertising campaigns. Google Premier Partners meet Google’s highest standards
and criteria for qualification, transparency, and customer service, which includes
completing extensive Google product and account management training.
Q: What does it mean to be a Google Premier Partner?

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New Team Members!
Erica Small
Job Title (Shift + Enter to avoid bullet)
Lyndsay Whyte
Job Title
Cynthia Torrez
Job Title
James Wright
Job Title
Susan Ash
Job Title
Crystal Crouch
Job Title
Erica Small
Job Title
Lyndsay Whyte
Job Title
Cynthia Torrez
Job Title
James Wright
Job Title
Susan Ash
Job Title
Crystal Crouch
Job Title

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This is our color palette.
Primary
Tint
Shade
Use this as a frame of reference if you want to add additional
colors to your slide – avoid using yellow on white.
#007ABD #FF8B45 #20BF55 #526278 #33ACCE #6969B3 #FFBF00
#D1E6F2 #FFDFCC #EAF8EF #F7F9F9 #ECF7FA #F1F1F8 #FFF9E7
#136598 #DE6F34 #1B9D46 #333745 #2A8DA9 #4D4D83 #E8AE00