Post on 18-May-2015
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PPC Beyond Search New Ad Formats, Display, Social
Lisa Raehsler SEM Strategy Consultant
March 23, 2011
@LisaRocksSEM
About Me
• Pay-per-click management, specializing in – Ecommerce
– Retargeting
• Managed over 30 PPC accounts at agencies and client side
• Co-founder MnSEM, Active volunteer MIMA
• Learn more: linkedin.com/in/lisarockssem
• Follow on Twitter: LisaRocksSEM
@LisaRocksSEM
Beyond Search: New Ad Formats, Display, Social
1. Google SiteLinks
2. Google Retargeting
3. LinkedIn Ads
@LisaRocksSEM
Google SiteLinks
• Expands ad with up to 4 additional links
• Captures searcher attention
• Drives to deeper content
• Known to increase CTR and conversions
• Product Categories • CTAs “Apply Today” or “Get A
Quote” • Seasonal or Promos “Spring Sale”
@LisaRocksSEM
Google SiteLinks: Example
• Health Insurance Company
launched SiteLinks:
• Increased account CTR from • 0.93% to 1.2%
• CTR on ads with SiteLinks: 3.5%
@LisaRocksSEM
Google Retargeting
• Redirects prospect back to your site
• Keeps your site or product top of mind
• Multi-touches
• Known to be more effective than typical display due to more qualified audience
@LisaRocksSEM
Google Retargeting: Example
• CrumplePop launched retargeting:
• 8600 prospects
• 15% of click conversions
• 90% of view through conversions
• 52% of total conversions
@LisaRocksSEM
• Ads reach users of professional network
• New granular targeting:
• Linkedin group
• Company name
• Job title (was function)
• Known to be effective branding tactic for BtoB
@LisaRocksSEM
LinkedIn: Example
• MnSEM launched LinkedIn Ads
• Began targeting by keywords, changed to:
• Group associations
• Job title
• CTR increased from 0.03% to 0.06%
0.000% 0.010% 0.020% 0.030% 0.040% 0.050% 0.060% 0.070%
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LinkedIn Ad Test CTR
@LisaRocksSEM
Final Thoughts…
• Opportunities to reach your audience beyond keyword search
• Integrate with other online marketing tactics: messaging, landing pages, promotions, etc
• If not now:
Look to the future
@LisaRocksSEM
Thank You!
Contact:
Lisa Raehsler
SEM Strategy Consultant
Certified Google Advertising Professional
raehsler@gmail.com
@lisarocksSEM
blog: onlinemarketingmavens.com