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#SMX #22C1 @KevinMRyan & other musings from Kevin Ryan The Coming Paradigm Shift of Paid Search Marketing
| Date post: | 26-Jul-2015 |
| Category: |
Marketing |
| Upload: | search-marketing-expo-smx |
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#SMX #22C1 @KevinMRyan
& other musings from Kevin Ryan
The Coming Paradigm Shift of
Paid Search Marketing
#SMX #22C1 @KevinMRyan
The Coming Paradigm Shift
#SMX #22C1 @KevinMRyan
Small Agency. Big Work.
www.MotivityMarketing.com
Independent, founded 2007
Disciplines include search, media & digital strategy
Clients include Fortune 500 brands, agencies
Leadership in the digital marketing industry
#SMX #22C1 @KevinMRyan
$ Increase, % decrease
Image Courtesy @eMarketer
#SMX #22C1 @KevinMRyan
Upside Down Media Buying
Search
Less data, more cost
No keywords, more audience
Yahoo makes a come back
Search Highly targeted, low cost
Auction Media Highly targeted, high priced
#SMX #22C1 @KevinMRyan
Upside Down Media Buying
Search
Less data, more cost
No keywords, more audience
Yahoo makes a come back
Media Buying
More transparent
Audience and action key
Increased efficiency
Image Courtesy @KevinMRyan
#SMX #22C1 @KevinMRyan
The Coming Change: Core Drivers
Search
Less data, more cost
No keywords, more audience
Yahoo makes a come back
Media Buying
More transparent
Audience and action key
Increased efficiency
#SMX #22C1 @KevinMRyan
#SMX #22C1 @KevinMRyan
#SMX #22C1 @KevinMRyan
This image, purposefully clear
Image Courtesy @eMarketer
#SMX #22C1 @KevinMRyan
This image, intentionally blurred
#SMX #22C1 @KevinMRyan
Image Courtesy @eMarketer
“In its present form, search advertising is at once starkly simple, bafflingly complex and highly effective.”
-DoubleClick, “The Decade in Online Advertising,” ca. 2005
Source URL: http://goo.gl/lpBJ4A
#SMX #22C1 @KevinMRyan
The new buzz
#SMX #22C1 @KevinMRyan
Transparency
Image Courtesy @AudienceScience
#SMX #22C1 @KevinMRyan
Interest (keyword) & everything else
Source URL:
https://goo.gl/9Aoq83
#SMX #22C1 @KevinMRyan
Interest (keyword) & everything else
#SMX #22C1 @KevinMRyan
Social Signals = Audience Clues
Image Courtesy @ZuumSocial Source URL: https://goo.gl/nWlrHl
#SMX #22C1 @KevinMRyan
Signal to Noise
Image Courtesy @KevinMRyan
#SMX #22C1 @KevinMRyan
Tex
Text
#SMX #22C1 @KevinMRyan
Tex
Text
Audience
Action
Interest
Revenue
Optimized Buying
Audience
Target Costs
Actions
Background Image Courtesy @KevinMRyan: EMP Museum Seattle
#SMX #22C1 @KevinMRyan
#SMX #22C1 @KevinMRyan
“Technology gets better every day.
That’s fine. But most of the time all
you need is a stick of gum,
a pocket knife and a smile.”
-Nathan Muir
#SMX #22C1 @KevinMRyan
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www.MotivityMarketing.com
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