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The Marketing Meetup talk - How To PPC Like a Pro

Download to read offline

Going over the evolution of Paid Search,
What hasn't changed
And what 2021/2022 is going to be the year of.
Further details in the blog post - 5 important factors for an effective paid search campaign: https://www.mindswan.com/blog1/5-important-factors-for-an-effective-paid-search-campaign

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The Marketing Meetup talk - How To PPC Like a Pro

  1. 1. Anu Adegbola Digital Marketer & Podcast Host How To PPC Like A Pro TheMarketingAnu
  2. 2. @themarketinganu/#themarketinganu Agenda Evolution of Paid Search What Hasn’t Changed The Year of…
  3. 3. @themarketinganu/#themarketinganu About Me
  4. 4. @themarketinganu/#themarketinganu Evolution of Paid Search
  5. 5. @themarketinganu/#themarketinganu • Text ads Only • No competition • Simple Account Structures • Bidding towards position/traffic Evolution Of Paid Search - 2002
  6. 6. @themarketinganu/#themarketinganu Evolution Of Paid Search - 2002
  7. 7. @themarketinganu/#themarketinganu Evolution Of Paid Search - Now • Text ads/Shopping Ads/Dynamic Ads/Sitelinks/Multiple Extensions • So many competitions • Complicated and granular account structure • Bidding towards ROI/CPL
  8. 8. @themarketinganu/#themarketinganu Evolution Of Paid Search - Now Two headlines Seller ratings Call out extensions Sitelinks extensions Price Extensions Three headlines Sitelinks extensions Structured Snippets Call out extensions
  9. 9. @themarketinganu/#themarketinganu
  10. 10. @themarketinganu/#themarketinganu Solution - Tools
  11. 11. This was me – the little girl playing with Dad’s laptop to create tables & graphs
  12. 12. @themarketinganu/#themarketinganu What hasn’t changed
  13. 13. Paid Search doesn’t work in a silo
  14. 14. Paid Search can’t create demand
  15. 15. Paid Search is competitive
  16. 16. Assuming that showing in organic search results means you don’t need to bid on keywords
  17. 17. More money doesn’t always equal more revenue
  18. 18. @themarketinganu/#themarketinganu Year of…
  19. 19. @themarketinganu/#themarketinganu Automation • Dynamic Search Ads • Responsive Search Ads • Smart bidding • Smart Campaigns • Smart Shopping Campaigns The platform giants (Google/Facebook) automating how we define key-terms we want to show for and which of our ads show
  20. 20. @themarketinganu/#themarketinganu Cookie-less future • 3rd party cookie tracking that all advertisers depends on is going away - GDPR - CCPA - iOS14 - FLoC
  21. 21. @themarketinganu/#themarketinganu Summary • PPC has come along way since the time we started • There are some things in Paid Search that don’t change • We are in the year of Automation and Data Privacy
  22. 22. @themarketinganu/#themarketinganu Stay informed! - Follow “#ppcchat” - Follow leaders in the field – starting with those I follow - Search Engine Journal - Search Engine Land - The Verge - The Drum - Kirk Williams - Ponderings of a PPC Professional - Patrick J Gilbert – Join or Die: Digital Advertising in the Age of Automation - Frederick Vallaeys - Digital Marketing in an AI world
  23. 23. Anu Adegbola Digital Marketer & Podcast Host TheMarketingAnu Thank you! Questions?

Going over the evolution of Paid Search, What hasn't changed And what 2021/2022 is going to be the year of. Further details in the blog post - 5 important factors for an effective paid search campaign: https://www.mindswan.com/blog1/5-important-factors-for-an-effective-paid-search-campaign

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