SES 2011: PPC Beyond Search, Tom Jones

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Tom Jones, Head of Media at iCrossing, presentation from SES 2011 - PPC Beyond Search. Looking at today's PPC landscape; beyond the text ad; the importance of creativity and approaches & mindsets for success

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SES 2011: PPC Beyond Search, Tom Jones

  1. 1. PPC BEYOND SEARCH AD FORMATS, CREATIVITY AND MINDSETS FOR SUCCESS Tom Jones Head of Media, iCrossing Tom.Jones@icrossing.co.uk
  2. 2. PPC BEYOND SEARCH WHERE AM I GOING WITH THIS TODAY…• Today s PPC landscape: complexity & change• Beyond the text ad: new formats for success• The importance of creativity• Approaches & mindsets for success
  3. 3. PPC BEYOND SEARCH AN INCREASINGLY COMPLEX LANDSCAPE AD FORMATS ADWORDS’ BEYOND •  Google Places DEVELOPMENT GOOGLE •  Mobile Ads •  Search Funnels •  Ubiquity of mobile •  Platform targeting •  Campaign Experiments •  Promoted tweets •  Ad Extensions •  Adwords Automated Rules •  The emergence of •  Location •  Enhanced CPC Facebook •  Product •  Broad Match Modifier •  Yahoo & Microsoft •  Site Links •  New Adwords interface Search Alliance •  Phone •  Adwords Call Metrics •  Increasing prominence of •  Sellar ratings DSPs •  Click to download ads •  Adwords Remarketing •  Comparison Ads
  4. 4. Ad Sitelinks have been stunning […] increasing clickthrough rates, on average, by over 30%- Google: Inside Adwords, Official Blog (Well, they would say that, wouldn t they…) Image credit: http://bit.ly/gpORYF
  5. 5. PPC BEYOND SEARCH PAID SEARCH POLE POSITION
  6. 6. PPC BEYOND SEARCH SITE LINK SUCCESS SHORT STAY – LONG STAY VALET – BUSINESS PARKING TEST & REFINE CREATIVE LONG & SHORT STAY – BOOK ONLINE & SAVE CLOSE TO TERMINALS – NO HIDDEN CHARGES
  7. 7. PPC BEYOND SEARCH SITE LINK SUCCESS TARGET REVENUE GENERATION Theatre Tickets Sale – Les Miserable Tickets Book Cheap Hotels – Valentine’s Day Romantic hotels
  8. 8. PPC BEYOND SEARCH SITE LINK SUCCESS PROMOTE SPECIAL OFFERS LEGO Universe Sale – Now Only £7.49
  9. 9. PPC BEYOND SEARCH THE ULTIMATE E-COMMERCE PPC LISTING
  10. 10. PPC BEYOND SEARCH ONE STONE, MANY BIRDS…
  11. 11. PPC BEYOND SEARCH BE CREDIBLE
  12. 12. PPC BEYOND SEARCH ADOPT AN APPROACH & MINDSET FOR SUCCESS mindset {noun} A set of beliefs or way of thinking that determines one s behaviour, attitude & outlookImage credit: szeke@flickr12
  13. 13. Using your creative licenceThinking beyond the ad text& the 95 character limit
  14. 14. THE MESSAGE MATTERS SPOT THE DIFFERENCE
  15. 15. BEYOND THE 95-character LIMIT… A NOT SO SUBTLE EFFECT CTR%: 0.08% CTR%: 0.02% Click to Conversion%: 1.73 Click to Conversion%: 10.5% CPA: 1.64 CPA: 1.00 [CPA figures are indexed to protect client-sensitive data]
  16. 16. The willow which bends to the tempest often escapes better than the oak which resists it - Sir Walter ScottImage credit: http://bit.ly/dHGGLL
  17. 17. DEFINE YOUR PROVIDE A CASE FOR SUSTAINABLE INVESTMENTBUSINESS MODEL YOUR STRATEGIES BUSINESS & GOALS HAVE TO BE ALIGNED PAID MARKETING SEARCH
  18. 18. Paid Search Scapegoat?Go back to first principles.
  19. 19. WHAT DID WE COVER? Tom Jones, Head of Media•  Leveraging new ad formats Call: +44 (0) 20 7821 2295 +44 (0) 7730 612 849•  Creative matters Email: tom.jones@icrossing.co.uk•  Build a business case Site: www.iCrossing.co.uk•  Go back to basics Blog: http://connect.icrossing.co.uk Twitter: www.twitter.com/icrossing_uk

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