Not Your Father's SEM
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Not Your Father's SEM

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My presentation from Emerce Performance, Amsterdam on 21st November 2013. Discusses trends in Search Engine Marketing for 2014, with some best practice tips.

My presentation from Emerce Performance, Amsterdam on 21st November 2013. Discusses trends in Search Engine Marketing for 2014, with some best practice tips.

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    Not Your Father's SEM Not Your Father's SEM Presentation Transcript

    • Not Your Father’s SEM Jonathan Beeston Director, New Product Innovation, EMEA @searchbeest © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • About me §  Search marketing since 2002 §  Some of the SEM campaigns I’ve worked on © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 2
    • Why is someone from Adobe speaking about Search Marketing? © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
    • Why Adobe? Optimising Flash web sites? Getting your PDFs indexed by Google? Building SEO friendly sites with Dreamweaver? © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
    • Major Digital Marketing Acquisitions DAY CQ NEOLANE AUDITUDE Q3, 2010 Web Experience Management Content Management Personalization 2009 Q4, 2011 Video Advertising Monetization & Management 2010 OMNITURE Q3, 2009 Site Analytics Multi-Channel Analytics Content Optimization © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Q3, 2013 Marketing Automation & Campaign Management Email Campaigns 2011 DEMDEX Q1, 2011 Audience Management 5 2012 EFFICIENT FRONTIER Q1, 2012 Search, Display and Social Advertising Management and Optimization 2013 SATELLITE Q3, 2013 Tag Management Platform
    • Let’s go back to 2002 © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 6
    • Las Ketchup sweeps across the world Spain Germany Italy © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 7
    • PPC in 2002 © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 8
    • PPC in 2002 Target rank Gap surfing Bid jamming © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 9
    • PPC in 2002 AdWords switches to cost-per-click © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 10
    • But there’s a twist… AdRank = Bid CPC x CTR © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 11
    • And the rest is history 50000 45000 Google advertising revenues ($m) 40000 35000 30000 25000 20000 15000 10000 5000 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Source: Google © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 12
    • 3 big themes for 2014 Ads, ads, ads © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds Mobile 13 What is search?
    • Ads, ads, ads © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 14 Source: http://en.wikipedia.org/wiki/User:BillyH / CC-BY-SA-3.0
    • 1998 “could be argued It from the consumer point of view that the better the search engine is, the fewer advertisements will be needed for the consumer to find what they want. ” © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 15
    • 2013 Source: blog.tutorspree.com © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 16
    • Google Product Listing Ads © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 17
    • Google’s PLAs nearly equal Bing/Yahoo US retail spend Q4 2012 11% 14% Google PLA Bing/Yahoo Google non PLA 75% Source: Adobe © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 18
    • PLAs vs Standard Text Ads 140% 134% Indexed Google non-PLA=100% 120% 105% 104% 97% 100% 88% 80% 60% 40% 20% 0% AOV ROI CTR Conv rate CPC Source: Adobe © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 19
    • Google is expanding PLAs further Source: Searchengineland © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 20
    • Even taking priority over brand ads Source: @danbarker © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 21
    • Granularity Exposes Competitive Advantages PLA Attribute Product_ty pe= Brand= Id= Shoes ECCO ID 1 ID 2 Dresses Johnston & Murphy ID 3 © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. ID 4 BCBG ID 5 ID 6 All Products DKNY ID 7 ID 8 All Products All Products
    • Control What You Can Control Sharp image Accurate Data Target Structure Competitive bid © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Google Ad Type and Location Google Algorithmic Changes Competition
    • PLA takeaways §  Always play both hands, PLAs and text ads. Spend can be shifted between the two ad types depending on relative performance, but never put all your eggs in one basket. §  Only push spend on PLAs when you see an increase in impressions and clicks. Bidding up beyond that point will only result in unnecessary CPC inflation with very little incremental volume. §  Don’t apply the same set of rules or ROI goals to both PLAs and text ads. Scalablility differences mean that the point where their performance converges is not always the most efficient. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 24
    • Lots of new comparison formats are coming © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 25
    • Flights © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 26
    • Hotels © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 27
    • Credit cards © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 28
    • Credit cards… and beyond © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 29
    • “There will be no banner ads on the Google homepage or web search results pages” © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 30
    • Mobile © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 31
    • Explosion in smartphone and tablet devices 2000 1800 Global shipments (m) 1600 1400 1200 1000 800 600 400 200 0 2012 2013 2014 2015 Smartphones PCs 2016 2017 Tablets Source: IDC, Strategy Analytics © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 32
    • Smartphone & mobile internet penetration 2012 35% 27% European smartphone penetration By 2017 GLOBAL smartphone penetration © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 33
    • Adobe is forecasting a mobile Christmas Mobile + Tablet share of online sales 25% 20.4% 20% 14.4% 15% 9.5% 10% 10.6% 10.5% Germany Netherlands 5% 0% UK France US Source: Adobe © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 34
    • Mobile ad spend According to the IAB $8.9B was spent on mobile ads in 2012 globally © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 35
    • Google Enhanced Campaigns timeline Google announces Enhanced Campaigns Q1 July 22nd cutover for all campaigns Ad group MBAs Q2 Adobe support for Enhanced Campaigns © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Q3 Adobe MBA suggestions at campaign level 36 Q4 Adobe MBA suggestions at ad group level
    • Capture all ‘revenue’ to calcuate MBA MBA = Mobile RPC / (Desktop & Tablet RPC – 1) Include all ‘revenue’ events, e.g. §  Calls §  Downloads §  Registrations §  Leads §  Newsletter signups §  App installs © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 37
    • Difference in Bid-to-CPC ratio The same bid on Desktop/Tablet may not yield the same CPC on Mobile You may have to bid higher on Mobile to get the same CPC MBA   CPC   Bid to CPC ratio   €1   €0.80   80%   Mobile   €1   €0.40   40%   Desktop/Tablet   100%   Bid   Desktop/Tablet   0%   Device   €1   €0.80   80%   Mobile   €2   €0.80   40%   © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 38
    • What is Search? © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 39
    • Google may dominate in Western Europe, but… © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 40
    • Social players getting into search © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 41
    • Populate your meta-data! Check ins + Likes + Recommendations = Results © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 42
    • Populate your meta-data! Encourage offline customers to connect on mobile © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 43
    • Facebook also becoming a huge player on mobile © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 44
    • Twitter “Twitter is the best way to connect with people, express yourself and discover what's happening.” © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 45
    • What’s the biggest search engine in Retail? © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 46
    • 3 big themes for 2014 Ads, ads, ads Mobile What is search? §  The search landscape has more ads and formats than ever – it’s not traditional SEM §  The world is going mobile – get ahead of the trend §  Biggest challengers to Google aren’t search engines © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 47
    • Dank! http://www.adobe.com/solutions/media-optimization.html facebook.com/AdobeMarketingCloud @AdobeAds | @searchbeest © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 48
    • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeAds 49