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

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

Why Does a Publisher Create Content?

Monetization

Monetization
Content


Think of Google Like a Publisher, Not a Search Engine

Monetization

Monetization

Content

Universal Search Started Pulling Attention from PPC


In 2010, universal paid search
dramatically changed SERPs


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

New Calls to Action

Click-to-Call Comparison Ads


New Monetization Models

Cost-per-lead Cost-per-Acquisition
(CPL) (CPA)


New Display Targeting Options

Remarketing Ads
(source: http://clck.it/hsBh2H)

New Advertising Automation

Google Boost

Old vs. New Methods of PPC Advertising

Old New
Targeting Keywords Audience buying

Ads Text Ads Image Ads/
Organic Like Results

Pricing CPC, Daily Budgets CPA, Monthly Budgets


2 Things Google Needs to Increase Profit

1. Another line of business to complement paid search

2. To remove obstacles to profit and incremental growth within AdWords

Google has already told us there solution to both of these problems…


We will buy more ads on
Google without keywords.


5 Ways to Target in Paid Search Without Keywords


2. Targeting by Audience

Demographic Targeting

Demographic Bidding

3. Targeting by Business Type

Google Boost (SMBs)

Credit Cards Comparison (UK)

4. Targeting by Product

Product Listing Ads Product Extensions


5. Targeting by Behavior

Interest Category Targeting
(Source: http://clck.it/feIKnh)

Remarketing
(source: http://clck.it/hsBh2H)


It’s About Addition vs. Subtraction
Addition Subtraction


How We’ll Buy Without Keywords

Target
Audience

Exclusions

Preferences


One Parting Thought…

Some of these new features creates a hybrid auction where some
advertisers are controlling bids, while Google changes the bids of others
while deciding whether both are eligible/relevant to appear.

In effect, you are placing your bidding wits against Google’s.


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


43 Paid Search Marketing Tools
http://clck.it/43tools
1. 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.com
2. 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.com
3. 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/analytics
4. 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


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 Analyst

www.ClickEquations.com | @clickequations

ClickEquations – Alex Cohen

acohen@clickequations.com www.ClickEquations.com
484-362-1321

@DigitalAlex www.AlexLCohen.com


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

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