Current Trends Impacting the PPC Industry

#ppcherolive

Current Trends Impacting the PPC Industry

#ppcherolive

Kayla Kurtz• Senior Digital Advisor• @one800kayla

Jeff Allen• President• @JeffAllenUT

#ppcherolive

Welcome

Welcome!

#ppcherolive

Agenda10:00am – 10:45amWelcome & PPC TrendsPresenters: Jeff Allen & Kayla Kurtz

11:00am – 11:45am ESTBuilding a Solid Foundation for Your PPCPresenters: Jacob Brown & Matt Umbro

12:00pm – 12:30pmThe Importance of Asking and Identifying The “Why” of your ResultsPresenter: Jeff Allen

12:45pm – 1:30pmAdvanced Account Analysis & OptimizationsPresenters: Jacob Fairclough & Carrie Albright

1:45pm – 2:30pm ESTMastering PPC & Its Impact on Your Overall Marketing StrategyPresenters: Jeff Baum & Diane Anselmo

2:45pm – 3:15pm ESTTime To Diversify: Market Expansion OpportunitiesPresenters: Cassie Oumedian & JD Prater

3:30pm – 4:00pm ESTLive Q&A: PPC Hero Summit Panel

#ppcherolive

• Paid social• Changes in the agency role for

brands• Programmatic• Sidebar ads happened…• Mobile advertising• Automation & SaaS

For This Session…

#ppcherolive

Welcome

Paid Social

#ppcherolive

Trends in: Paid Social

#ppcherolive


Source: http://kenshoo.com/digital-marketing-snapshot/

#ppcherolive

• Facebook: improved platform + greater targeting/audience types

• Pinterest & Instagram: new engines to utilize = more social traffic

• “Traditional” paid channels seeing increased competition; drives spend/traffic to social

So What’s

Happening?


#ppcherolive

• Additional social channels opening up ad opportunities? i.e. Snapchat

• Ad Blockers – will the implementation of these push spend out of Google/Bing?

• ‘Buy’ buttons – does this addition in the social space make it a more attractive ecomm channel?

What’s Next?


#ppcherolive

Welcome

Agency Engagements

#ppcherolive

Trends in: Agency Engagements

250%

Q1-Q2 2015 vs. Q3-Q4 2015

6In the first two months of

2016

#ppcherolive

• In-house teams are more experienced• Desire for control continues to

grow• Need for true “partnership”

with agency• Brands can’t find the right

personality fit

So What’s

Happening?


#ppcherolive

• Not offering consultancy-based or closed-ended agreements? Now’s the time

• If you *are* - find ways to make those engagements more meaningful for ongoing opportunity

What’s Next?


#ppcherolive

Welcome

Programmatic

#ppcherolive

$10b2014 programmatic

revenue

Trends in: Programmatic

#ppcherolive

• Greater emphasis with large brands & agencies on metrics other than conversions (i.e. view-throughs, brand lift, impressions)

• Continued competition in PPC channels, making these kinds of buys necessary for brand growth and market expansion

So What’s

Happening?


#ppcherolive

• Tackling viewability challenge – and aggressively

• Master all formats: banners, video & mobile

• Start forging new programmatic vendor relationships now to be ready for client requests in this channel

What’s Next?


#ppcherolive

Welcome

Sidebar Ads

#ppcherolive

Trends in: Sidebar Ads

#ppcherolive

• Sidebar ads had drastically lowered CTR & conversion rates (compared to top positions)

• This has been in testing for awhile

• Money being lost on clicks for engine (possibly due to more efficient account management?)

Why the Change?


#ppcherolive

• Potential for increased CPCs for top positions, either to get there as a former sidebar advertiser or for those already in top spots due to increased competition

• …which could cause an increase in CPL/CPA

• Will advertisers leave Google (or at least some of their AdWords budget) to social channels or Bing?

• Remember Enhanced Campaigns? We’ll be fine!

What’s Next?


#ppcherolive

Welcome

Mobile

#ppcherolive

Trends in: Mobile

#ppcherolive

Yes53%

No47%

Made a Purchase?

Yes55%

No45%

Mobile Usage

Trends in: Mobile

#ppcherolive

60%# of consumers who use

their mobile device in-store ‘often’ or ‘every

time’

Trends in: Mobile

#ppcherolive

Welcome

Automation & SaaS

#ppcherolive

Trends in: Automation/SaaS

“Efficiency is doing things right.

Effectiveness is doing the right things.”

-Drucker

Year of

Automation!

#ppcherolive

Trends in: Automation/SaaS

#ppcheroliveKayla Kurtz | @one800kayla

Thanks for joining us!

Jeff Allen | @JeffAllenUT

Current Trends Impacting the PPC Industry

Marketing

Transcript of Current Trends Impacting the PPC Industry