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

@JOHN_A_LEE #MNSUMMIT WWW.CLIXMARKETING.COM

2016: A Banner Year for PPC Changes…

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

Bing & Yahoo: The Breakup

The Oprah-tization of Campaign Features

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/

…And It’s Only June!

Google AdWordsPaid Search: How to Hit a Moving Target

Google’s All Like…

Red Pill? Blue Pill? As If We Really Have a Choice…

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.

Google AdWords:Expanded Text Ads

30 + 80 = 140

Just Like a Tweet.

Hmmm…

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%

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%

Google AdWords: Ad Extensions Structured Snippets Newest Ad Extension on the Block

List Important Details About Your Business, Product or Service

Google AdWords: Search Partners – RIP AOL

http://searchengineland.com/google-search-partner-network-friend-foe-241291

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

Google AdWords: Search Partners – Shopping Ads on Image SearchImage source: http://searchengineland.com/google-shopping-image-search-local-inventory-buy-button-249647

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

Bing’s All Like…

And More!

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

Despite “The Breakup” Bing Search Share Is Still Growing

Bing Ads: More Ads in the SERP’s

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

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

Bing Ads: Image ExtensionsNOW NEAR FUTURE

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…

Bing Ads: Syndicated Partners – Hello AOL!

AOL Search is Now a Part of Bing’s Syndicated Partner Network

Yes. AOL Still Drives Traffic.

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

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

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….

Bing Ads: The Mobile Traffic Concern

Same Campaign Structure.

Shopping + Search. Vastly

Different Device Mix.

Yahoo GeminiPaid Search: How to Hit a Moving Target

Yahoo’s All Like…I Think I Can!I Think I Can!

Yahoo & PPC… A Brief History

Yahoo Gemini: Search Ads on Mobile AND Desktop

Stop Asking. Yes! This is For Real.

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

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

Improved Reporting@JOHN_A_LEE #MNSUMMIT WWW.CLIXMARKETING.COM

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!

What Does It All Mean?Paid Search: How to Hit a Moving Target

Change Will Do You Good!

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?

john@clixmarketing.com @john_a_lee

www.clixmarketing.com