The Dawn of Paid Search Without Keywords - Hot Topics in Paid Search - SMX West - Alex Cohen of ClickEquations

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The Dawn of Paid Search Without Keywords - Hot Topics in Paid Search - SMX West - Alex Cohen of ClickEquations

  1. 1. The Dawn of Paid Search Without Keywords Alex Cohen, Senior Marketing Manager www.clickequations.com | @digitalalex© Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 1
  2. 2. Why Does a Publisher Create Content? Monetization Monetization Content © Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 2
  3. 3. Think of Google Like a Publisher, Not a Search Engine Monetization Monetization Content © Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 3
  4. 4. Universal Search Started Pulling Attention from PPC © Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 4
  5. 5. In 2010, universal paid search dramatically changed SERPs © Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 5
  6. 6. New Ad Formats Product Listing Ads Display Ads in Image Search© Copyright 2011 ClickEquations Inc. All Rights Reserved |CONFIDENTIAL © Copyright 2011 ClickEquations Inc. All Rights Reserved www.ClickEquations.com @digitalalex 6
  7. 7. New Calls to ActionClick-to-Call Comparison Ads © Copyright 2011 ClickEquations Inc. All Rights Reserved |CONFIDENTIAL © Copyright 2011 ClickEquations Inc. All Rights Reserved www.ClickEquations.com @digitalalex 7
  8. 8. New Monetization ModelsCost-per-lead Cost-per-Acquisition (CPL) (CPA) © Copyright 2011 ClickEquations Inc. All Rights Reserved |CONFIDENTIAL © Copyright 2011 ClickEquations Inc. All Rights Reserved www.ClickEquations.com @digitalalex 8
  9. 9. New Display Targeting Options Remarketing Ads (source: http://clck.it/hsBh2H) © Copyright 2011 ClickEquations Inc. All Rights Reserved |CONFIDENTIAL © Copyright 2011 ClickEquations Inc. All Rights Reserved www.ClickEquations.com @digitalalex 9
  10. 10. New Advertising Automation Google Boost© Copyright 2011 ClickEquations Inc. All Rights Reserved |CONFIDENTIAL © Copyright 2011 ClickEquations Inc. All Rights Reserved www.ClickEquations.com @digitalalex 10
  11. 11. Old vs. New Methods of PPC Advertising Old NewTargeting Keywords Audience buyingAds Text Ads Image Ads/ Organic Like ResultsPricing CPC, Daily Budgets CPA, Monthly Budgets © Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 11
  12. 12. 2 Things Google Needs to Increase Profit1. Another line of business to complement paid search2. To remove obstacles to profit and incremental growth within AdWordsGoogle has already told us there solution to both of these problems… © Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 12
  13. 13. We will buy more ads onGoogle without keywords. © Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 13
  14. 14. 5 Ways to Target in Paid Search Without Keywords © Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 14
  15. 15. 2. Targeting by Audience Demographic Targeting Demographic Bidding © Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 15
  16. 16. 3. Targeting by Business Type Google Boost (SMBs) Credit Cards Comparison (UK) © Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 16
  17. 17. 4. Targeting by ProductProduct Listing Ads Product Extensions © Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 17
  18. 18. 5. Targeting by BehaviorInterest Category Targeting (Source: http://clck.it/feIKnh) Remarketing (source: http://clck.it/hsBh2H) © Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 18
  19. 19. It’s About Addition vs. Subtraction Addition Subtraction © Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 19
  20. 20. How We’ll Buy Without Keywords Target Audience Exclusions Preferences © Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 20
  21. 21. One Parting Thought…Some of these new features creates a hybrid auction where someadvertisers are controlling bids, while Google changes the bids of otherswhile deciding whether both are eligible/relevant to appear.In effect, you are placing your bidding wits against Google’s. © Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 21
  22. 22. Learn More About Paid Search Without Keywords• Search Engine Watch Article – http://clck.it/i9Oo4s• PPC Rockstars podcast – http://clck.it/gxLjJX• Ask Howie Interview - http://clck.it/gpgU11• ClickZ Magazine (print) - March 2011 - http://clck.it/fHI1R7 © Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 22
  23. 23. 43 Paid Search Marketing Tools http://clck.it/43tools1. Keyword Research 5. Niche Tools – Google Keyword Research Tool - • Mongoose Metrics – www.mongoosemetrics.com https://adwords.google.com/select/KeywordToolExternal • Optimine – www.optimine.com – Wordtracker – www.wordtracker.com • MarchEx – www.marchex.com – Trellian Keyword Discovery - • ClearSaleing – www.clearsaleing.com http://www.keyworddiscovery.com/ 6. Testing & Personalization – SEO Book Keyword Tool – • Google Website Optimizer - www.google.com/websiteoptimizer http://tools.seobook.com/keyword-tools/seobook/ • Omniture Test & Target - http://clck.it/testandtarget – Wordstream – www.wordstream.com • Monetate – www.monetate.com2. Competitive Analysis • Sitespect – www.sitespect.com 1. Compete – www.compete.com • Ion Interactive – www.ioninteractive.com 2. AdGooRoo – www.adgooroo.com 7. Analytics – Qualitative 3. SEMRush – www.semrush.com • 4Q – http://4q.iperceptions.com 4. The Search Monitor – www.thesearchmonitor.com • Foresee – www.foreseeresults.com 5. iSpionage – www.ispionage.com • UserTesting – www.usertesting.com3. Display Research • iPerceptions – www.iperceptions.com 1. Google Placement Tool – Instructions - • KnowClick – www.knowclick.com http://clck.it/placement-tool 8. Analytics – Quantitative 2. DoubleClick Ad Planner – • Adobe by Omniture – www.omniture.com http://www.google.com/adplanner/ • Unica – www.unica.com 3. Web Data Extractor - http://www.webextractor.com/ • Google Analytics – www.google.com/analytics4. Performance Marketing Platforms • Coremetrics – www.coremetrics.com • ClickEquations – www.clickequations.com • Webtrends – www.webtrends.com • Kenshoo – www.kenshoo.com 9. Customer Relationship Management (CRM)/Lifetime Value (LTV) • Marin Software – www.marinsoftware.com • SalesForce – www.salesforce.com • Acquisio – www.acquisio.com • SAP – www.sap.com • AdWords Editor – www.google.com/intl/en/adwordseditor/ • NetSuite – www.netsuite.com • adCenter Desktop - http://clck.it/9JbCPS • Venda – www.venda.com • Volusion – www.volusion.com © Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 23
  24. 24. ClickEquations: Intelligent Paid Search Platform ClickEquations enables you to manage all aspects of your accounts more easily • Campaign management with bulk editing and easy-to-use optimization • Powerful bid management created with experts from the Wharton School • Best in class analytics for advanced and automated reporting • And ClickEquations makes it all easy through Segments, Adviser, and Analystwww.ClickEquations.com | @clickequations © Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 24
  25. 25. ClickEquations – Alex Cohenacohen@clickequations.com www.ClickEquations.com 484-362-1321 @DigitalAlex www.AlexLCohen.com © Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex 25

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