Post on 21-Jan-2018
transcript
Presenters• Fred Vallaeys
– CEO at Optmyzr
– @siliconvallaeys
• Matt Umbro– Associate Director of Search at Hanapin Marketing
– PPC Hero Blogger
– @Matt_Umbro
– Run the world’s most popular PPC blog
and conference.
– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a
250% increase in their growth trajectory.
Who is Hanapin?
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years
Fred’s Agenda
• What happened with the May announcements
• New features for Shopping Ads
• The New AdWords interface
Custom In-Market Audiences
Why this is exciting:Define queries that you think define your in-market segment
When is it coming:At the Premier Partners event held September 28th, Google said this would start to become available next month.
Life Event Targeting
Why this is exciting:Build awareness about your offer, and target it to the most relevant audience
1. College Graduation2. Marriage3. Moving
When this will be available:• YouTube since August• Gmail ads since September
Use a Tool With Even Rotation
When running ads on even rotation,
don’t forget to prune your losers
and start new tests
Data Driven Attribution
Data driven requires a lot of data at the conversion action level:> 15,000 clicks > 600 conversions within 30 days
As AdWords
becomes more
automated,
what is our role
in PPC?
As AdWords
becomes more
automated,
what is our role
in PPC?
Accelerated Mobile Pages (AMP)
In retail, every extra second of load time reduces
conversions up to 20%
● Think in terms of 1 second
AMP ads on the display network (these load 5 seconds
faster, increasing chance of being seen and being
interacted with)
Speed is part of ranking and pricing
Landing Page Tab
AdWords is now drawing attention to a critical component
of success: the landing page
★ Size 10 blue sneaker from Reebok
Biddable Product Group
★ Size 11 black sneaker from Nike
Biddable Product Group
★ Size 10 red sneaker from Adidas
Biddable Product Group
★ Size 9 red sneaker from Nike
Biddable Product Group
GRIP StructureGRIP: Groups of individual products
Size 10:
Reduce bids
★ Size 10 blue sneaker from Reebok
Biddable Product Group
★ Size 11 black sneaker from Nike
Biddable Product Group
★ Size 10 red sneaker from Adidas
Biddable Product Group
★ Size 9 red sneaker from Nike
Biddable Product Group
Insights by ‘Size’ Attribute
Red
★ Size 10 blue sneaker from Reebok
Biddable Product Group
★ Size 11 black sneaker from Nike
Biddable Product Group
★ Size 10 red sneaker from Adidas
Biddable Product Group
★ Size 9 red sneaker from Nike
Biddable Product Group
Insights by ‘Color’ Attribute
★ Size 10 red sneaker from Adidas
★ Size 10 blue sneaker from Reebok
★ Size 9 red sneaker from Nike
★ Size 11 black sneaker from Nike
Biddable Product Group
No GRIP Structure
We must bid the
same for all sneakers,
regardless of size,
color, etc.
What About Insights By Price Range?
Say you wanted to find the best performing price range and change bids...
Google tries to make 3 parties happy(ish)...
… but you only care about one: advertisers!
The Problem With AdWords (if you’re an advertiser)
Publishers
Users
Advertisers
A
U
G
The Problem with Specificity: Advertisers hate when broad match shows their ad on a generic query whereas users actually like this. So what does Google do?
Is that really a problem?
AdWords Editor 12.1
• Expanded Dynamic Search Ads• Showcase Shopping Ads• Universal App Campaigns include “In-app actions” goal• First position bidding• Keyword display tools• Bonus - Custom rules
Offers!
A. I’d like Optmyzr’s offer of a free 1:1 demo with
Fred
B. Get an account analysis by the experts at
Hanapin (For accounts spending 15k+/month)
C. I’d like both
D. No Thanks!
#thinkppc
Thank you for attending our webinar!
#thinkppc
Contact Hanapin Directly: marketing@hanapinmarketing.com
Contact Optmyzr Directly: frederick@optmyzr.comHanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf