PPC, Display Advertising and the Ever-Growing World of Online Marketing

LEXISNEXIS / REED ELSEVIER SUMMIT

John A. LeeManaging Partner of Clix Marketing – search marketing agency specializing in PPC, display and social media advertising. Internet marketing professional for 7 years. Speaker: HeroConf, SES Conference, DFWSEM Conference. Author: Search Engine Watch, ClickZ, Clix Marketing Blog, PPC Hero, SEO Boy, Website Magazine, Wordstream Blog and more.

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The only thing constant is CHANGE.

- HERACLITUS

It was true in ancient Greece and still rings true today.

Blink and You May Miss It

Google and Bing continue to evolve their search engines.

The PPC and display advertising platforms change even faster.

Targeting features. Ad innovations. Deeper segmentation.

PPC, SEM, Paid Search – Oh My!INNOVATIONS IN SEARCH ADVERTISING

Ad Innovations

Ad Format

Ad Extensions

Product Listing Ads

Exciting Beta Programs

Ads in the Search ResultsDays of the plain text ad are long gone.

Morphing Ad Formats

Google and Bing test placement of headline, body and display URL.

When ranked in the top 3 positions, core text is very similar to the organic listings below.

This has lead to improved click-through-rate when in the top ad positions.

Location Extension

Great for local business with physical locations.

Displays address, phone number and link to directions.

Available in Google AdWords and Bing Ads.

Call Extension

Track phone calls from the Google or Bing Search Results.

Available in Google AdWords and Bing Ads.

Sitelink Extension

Expand your ad copy.

Send clicks to deeper content on your website.

Available in Google AdWords* and Bing Ads.

*AdWords also allows for Expanded Sitelinks with 2 additional lines of copy.

Seller Ratings Extension

Increase sales for e-commerce by displaying relevant 3rd party ratings.

Available in Google AdWords and Bing Ads.

Google AdWords Enhanced Campaigns

Mobile Targeting

Bid by Geography and Time

Flexible Bid Strategies

Effect on Bing Ads

A Multi-Screen World

Mobile and Tablet adoption continues to increase.

Mobile search and website usage is changing.

Google has a vision for a “multi-screen world” where your online actions are the same regardless of device.

*Images courtesy ofeonsultancy.com

How Did Mobile Targeting Changein Google AdWords?

Mobile, tablet & desktop targeting brought together.

Loss of bid control.

Desktops and tablets share a bid.

Mobile has a bid adjustment option.

Loss of device specific ads.

Create text ads with a “mobile preference.”

Utilize URL variables to direct traffic to mobile specific landing pages.

Bing Ads still provides full device segmentation.

Positive Changes from EC

Geographic bid adjustments.

Simplified ad scheduling and bidding.

Flexible Bid Strategies.

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There are multiple causes for concern with Google’s enhanced campaigns.- BING ADS

Bing Ads responded in a big way to provide advertisers with options.

Enhanced Campaigns and Bing Ads

Import Enhanced Campaigns from Google AdWords seamlessly.

Bing Ads still provides device segmentation and bidding by device.

Changes to Google Grants

Maximum cost-per-click bid increased from $1 to $2.

Grant campaigns now governed by different algorithm that defers to other “paying” advertisers.

Remarketing and Search Advertising?

Remarketing Lists for Search Ads (RLSA) is a match made in heaven.

Big Changes for E-Commerce

Merchant Center to Product Listing Ads (PLA).

PLA e-commerce ads now dominate the SERPs.

Increased click-through-rate, conversions and revenue.

Product Listing Ads

Customize product feed.

Upload to Merchant Center.

Create segmented ad groups.

Use targeted promotional copy.

Import External Conversion Data to Google AdWords

Lead to sales data. Phone call attribution. The possibilities are endless.

Google Display Network (GDN)INNOVATIONS IN DISPLAY ADVERTISING

Contextual Targeting

• Great for prospecting new visitors/customers

• Group keywords thematically to target your products & services

• Get granular!

• Layers to build on:

• Demographics: Age, Gender

• Device Segmentation

• Site & Keyword Exclusions

Placement Targeting

• Great for prospecting new visitors/customers

• Find Placments:

• Placement performance reports, Placement Tool, AdPlanner

• Just target the placement. Or…

• Layers to build on:

• Demographic: Age, Gender

• Keywords

• Device Segmentation

• Test performance at domain level vs. specific URLs

Topic / Category Targeting

• Great for prospecting new visitors/customers

• Select relevant topics & categories from Google’s lists

• Layers to build on:

• Demographic: Age, Gender

• Keywords

• Device Segmentation

• Exclusions

• **For topics & categories, this is a MUST**

Remarketing

Remarketing!!!

Visitor Who Abandoned

Cart

New Product for Previous Customers

Visitor Who Browsed

Product X: No Purchase• Great for closing the conversion loop, customer

retention, and more…

• Segmentation is KEY• Remarket to visitors who do not convert

• Remarket to previous customers for repeat business

• Segment products, categories, on-site actions, etc.

• Tag ENTIRE website. Create audience segments using URLs within AdWords or Google Analytics

• Layers to build on:• Demographics: Age & Gender

• Placements

• Keywords (hyper targeting)

• Device Segmentation

• Exclusions

Display Ad Builder

Lowers barrier of entry for image ad creation.

Easy to use.

Static and animated ad units.

Display Campaign Optimizer

DCO automates the management of Display campaigns.

Adjusts bids.

Automates placement research and exclusion.

Very much “auto pilot” – tread lightly.

Try Out These Exciting Betas

• Beta #1

• Beta #2

• Beta #3

• Beta #4

• Contact your Google AdWords rep & ask!

Thank You!Want to Chat?

Twitter: @john_a_lee

Email: john@clixmarketing.com

Grab a business card!