paid search: how to hit a moving target without losing your head (or your wallet) - 2016 mnsearch...
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Paid Search: How to Hit a Moving Target Without Losing Your Head (or Your Wallet)
Managing Partner – Clix Marketing
Digital Advertising Geek Emphasis on “Geek” Writer: Search Engine Watch, ClickZ, Clix
Marketing Blog, The SEM Post, Acquisio Blog, PPC Hero
Speaker: SMX, SocialPro, HeroConf, SES / ClickZ
Live, State of Search, Acquisio User Summit, Bing Ads Connect, Zenith Conference, Ticket Summit
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2016: A Banner Year for PPC Changes…
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No More Right Hand Ads on Google!
Give credit where credit is due… Thanks Ginny Marvin! http://searchengineland.com/googles-right-side-adpocalypse-really-happened-data-245011
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Bing & Yahoo: The Breakup
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The Oprah-tization of Campaign Features
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Oh. My. Gawd. Did You See They Changed the Ad Color In the SERPs?!?!?!?!?!?!?!?
http://adage.com/article/digital/google-green-officially-color-ad-tags/304538/
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…And It’s Only June!
Google AdWordsPaid Search: How to Hit a Moving Target
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Google’s All Like…
Red Pill? Blue Pill? As If We Really Have a Choice…
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Google AdWords: Right Side Ads
Desktop Search Results Altered to Match Mobile & Tablet Experience
No More Right Side Ads Total Number of Ads Went From 11 to a Max of 7
What Ensued? Apocalyptic Proclamations That CPC
Would Spike and Ruin PPC Forever Did That Happen? In a Word: No
DATA – Right Side Ads Aftermath1 MONTH AFTER GOOGLES CHANGE Wordstream Reported Stable CPC’s and CTR.
CPC Strategy Reported the Same. Merkle/RKG Reported that the Impact on Organic (SEO) Traffic Was Minimal.
Sources: http://www.wordstream.com/blog/ws/
2016/03/10/takeaways-from-serp-change http://www.cpcstrategy.com/blog/2016/03/google-
right-side-ads-desktop/ http://www.rimmkaufman.com/blog/googles-right-
ads-removal-and-fourth-top-page-ad-deep-dive-data-two-weeks/
LONGER VIEW WITH SAMPLE OF CLIX CLIENTS 5 months Before & After Combined Ad Spend of $1.15m Desktop Search Only (no mobile, tablet or shopping)
Average CTR Increased 11.61% Average CPC Remained Flat within $0.03 Average Conversion Rate Increased 3.7% B2B Only: CTR Jumped 12.8%! E-Comm Only: CTR/CPC Remained Flat Found That Hyper Competitive Verticals HAVE Seen Big Spikes in CTR and Correlated Spike in CPC.
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Google AdWords:Expanded Text Ads
30 + 80 = 140
Just Like a Tweet.
Hmmm…
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DATA – Google AdWords Expanded Text Ads SaaS Marketing Automation CompanyNON-BRAND
Ad Type CTR Avg. CPC Cost-per-Acquisition Conversion Rate
Expanded Text Ad 2.95% $ 5.80 $ 94.30 6.15%
Traditional Text Ad 1.37% $ 6.70 $ 65.28 10.27%
% difference 116.00% -13.49% 44.46% -40.12%
BRAND
Ad Type CTR Avg. CPC Cost-per-Acquisition Conversion Rate
Expanded Text Ad 6.67% $ 6.06 $ 87.93 6.89%
Traditional Text Ad 12.30% $ 5.55 $ 70.53 7.87%
% difference -45.80% 9.12% 24.68% -12.48%
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Google AdWords: Ad Extensions Structured Snippets Newest Ad Extension on the Block
List Important Details About Your Business, Product or Service
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Google AdWords: Search Partners – RIP AOL
http://searchengineland.com/google-search-partner-network-friend-foe-241291
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Google AdWords: Search Partners – Maps Are a’Changin’ Ads on Google Maps Isn’t New
What is New? Previously Part of Search
Partners Now Part of Core Search Only Ads with Location Extensions Will Show on Maps
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Google AdWords: Search Partners – Shopping Ads on Image SearchImage source: http://searchengineland.com/google-shopping-image-search-local-inventory-buy-button-249647
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Google AdWords: Mobile Bids Are Back Baby! Or At Least They Will Be…
https://adwords.googleblog.com/2016/05/ads-and-analytics-innovations-for-a-mobile-first-world.html
Bing AdsPaid Search: How to Hit a Moving Target
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Bing’s All Like…
And More!
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The Breakup Has Started… But They’re Still Seeing Each OtherImage credit: Nordic Clickhttp://www.nordicclick.com/wp-content/uploads/2015/09/The-Complete-Guide-1024x535.jpg
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Despite “The Breakup” Bing Search Share Is Still Growing
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Bing Ads: More Ads in the SERP’s
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Bing Ads: We Can Do Expanded Ads, Too!
Bing Ads Will Catch Up to Parody with Google’s STILL BETA Expanded Text Ad format.
Not Sure About You, But This Works for Me!
http://advertise.bingads.microsoft.com/en-us/blog/50510/compatibility-with-expanded-text-ads-is-coming-to-bing-ads
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Bing Ads: More Extensions! Parody with Google Sitelinks, Location, Call, App New: Callout & Review
Extensions Unique to Bing Image Extensions On the Horizon Action Links Video Extensions Who Knows What They’ll Dream
Up!?!
Bing Ads: Image ExtensionsNOW NEAR FUTURE
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Bing Ads: Syndicated Partner Network Still Not Targeting the Syndicated Partner Network? Isolate Targeting in Unique Ad Groups or Campaigns Exclude Syndicated Partners That Are Irrelevant or Do Not Convert Access High Quality Sources of Search Traffic – Such As…
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Bing Ads: Syndicated Partners – Hello AOL!
AOL Search is Now a Part of Bing’s Syndicated Partner Network
Yes. AOL Still Drives Traffic.
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Bing Ads: Syndicated Partners – Big Names Amazon Includes Amazon Echo and Fire
Devices Powers Siri and Spotlight on iOS
Bing Ads Will Power Siri on Mac’s
…and Many More!
http://searchengineland.com/siri-comes-to-mac-251713
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Bing Ads: Native AdsNot Exactly Search. But…Image Extension is the Base Ad Unit for Native AdsSearch Keywords and Perceived Search Intent ARE YOUR TARGETING for Native Ads
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Bing Ads: Shopping Campaigns & Parody Manage Bing Ads Shopping Campaigns Exactly Like You Do Google AdWords
Import AdWords Campaigns, Too
But, John – This Feature Launched Mid-2015!
Yes. Yes It Did….
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Bing Ads: The Mobile Traffic Concern
Same Campaign Structure.
Shopping + Search. Vastly
Different Device Mix.
Yahoo GeminiPaid Search: How to Hit a Moving Target
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Yahoo’s All Like…I Think I Can!I Think I Can!
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Yahoo & PPC… A Brief History
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Yahoo Gemini: Search Ads on Mobile AND Desktop
Stop Asking. Yes! This is For Real.
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DATA – Yahoo Gemini in the Search Mix Yahoo Sites Have 12% of Search Market Share
Bing Ads Still Serves the Lion’s Share of Ad Impressions for Yahoo
Yahoo Gemini Search is Backfill Inventory at This Point
Based on Sample of Clix Clients
0.8% to 2.5% (range) Percentage of Clicks Directly
Attributed to Yahoo Gemini 0.85% to 4.7% (range) Percentage of Conversions
Directly Attributed to Yahoo Gemini
E-Commerce Skews Low B2B Skews High
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Yahoo Gemini: Shopping Campaigns We Hardly Knew Ye
Launched in 2015. Sunset in Early 2016. Is This the End of Shopping Campaigns for Yahoo Gemini?
Doubt It!
Yahoo Gemini: Features Keep Coming At Us
Custom Audiences Search Retargeting (RLSA FTW!)
Layer Interest Targeting on Search
Custom Conversions Sitelinks Location and Device Bid Modifiers
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Yahoo Gemini: Custom Audiences + Native Ads = Winning Despite Their Woes, Yahoo
Has Some of the Most Visited Web Content in the World
It Used to Be Expensive to Get Ads on Yahoo
Yahoo Gemini Native Ads Changed the Game
Adding Custom Audiences and Retargeting?
HELLZ YEAH!
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What Does It All Mean?Paid Search: How to Hit a Moving Target
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Change Will Do You Good!
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Food for Thought Digital Advertising Continues to Grow in Channels, Features and Spend
Paid Search is Often Treated as Yesterday’s News Paid Search is As Active and Important As Ever We Once Again Live in a World With 3 Primary PPC Advertising Platforms
Get Uses to It! Competition Between Google, Bing and Yahoo is Driving Innovation It’s a Fun Time to Be a PPC Manager!
Thank You! Questions?
[email protected] @john_a_lee
www.clixmarketing.com
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