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SearchLeeds 2018 - Holly Ellwood - Receptional - What’s new in PPC?

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Holly's SearchLeeds talk covered what’s new in PPC and what we can expect from 2018 according to latest releases and search trends. She also looked at areas that are under-utilised currently in the world of paid search, so as to highlight both missed and new opportunities for paid search marketers throughout this year.

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SearchLeeds 2018 - Holly Ellwood - Receptional - What’s new in PPC?

  1. 1. in PPC 2018
  2. 2. What’s New In PPC? Ad Spend Audiences Quality Scores Ad Copy Mobile Interface Voice Search
  3. 3. 1. Ad Spend
  4. 4. $60,730,593.61 $21,095,890.41
  5. 5. Global Digital Advertising Spend Source: eMarketer, September 2017
  6. 6. Paid Search Advertising Spend
  7. 7. Paid Search Advertising Trends Digital Benchmark Report, Marin Software Q4 2017
  8. 8. Paid Search Advertising Trends Digital Benchmark Report, Marin Software Q4 2017
  9. 9. 2. Ad Copy
  10. 10. Ad Testing & Optimisation Digital Benchmark Report, Marin Software Q4 2017
  11. 11. Create More Ad Copy!
  12. 12. Dynamic Keyword Insertion (DKI)
  13. 13. Countdown Functionality In Ad Copy
  14. 14. Let Google Optimise Creative Optimise: Prefer Best Performing Ads Do Not Optimise: Rotate Indefinitely
  15. 15. Responsive Search Ads • Beta – check your interface/across accounts • Upload up to 15 unique headlines and 4 descriptions • Description character limit moves from 80 to 90 • Dynamically tests and optimises using machine learning
  16. 16. 3. Audiences
  17. 17. Audiences Are Underused! Data From The End Of 2017 Has Put Audience Depth At Just 24% Advertisers Are Massively Underusing Audiences In Paid Search Digital Benchmark Report, Marin Software Q4 2017
  18. 18. What Audiences? Customer Match In-Market Audiences For Search ‘Similar To’ Audiences YouTube Audiences Demographics Consumer Pattern & Life Event Targeting
  19. 19. Audiences – Customer Match • Upload Email Lists - Include Or Exclude • Use On Search, Shopping, YouTube And Gmail • Segmenting The Data Is Key • Refresh Your Lists Regularly
  20. 20. Similar Audiences • Connect With Users That Have Similar Online Behaviours To Our Existing Audience Members • For Search and Display, but expect Customer Match And Others in future
  21. 21. YouTube Audiences
  22. 22. Demographic Data Age Range Gender Parental Status (Display Only) Household Income (Not UK…Yet)
  23. 23. In-Market Audiences
  24. 24. Life Event Targeting Target Users In The Months Before Or After Major Life Events Such As: • Marriage • Graduation • Moving Home …EXPECT MANY MORE!
  25. 25. 4. Mobile
  26. 26. Mobile Ad Spend Digital Benchmark Report, Marin Software Q4 2017
  27. 27. Mobile Tips Digital Benchmark Report, Marin Software Q4 2017 1. Mobile Traffic Still Remains Cheaper – For Now 2. Mobile Bid Adjustments – Use Them But Be Mindful Of Adversely Affecting Automated Bid Strategies. 3. Make Use Of Underused Ad Extensions That Are Perfect For Mobile…
  28. 28. Message Extensions • Click-To-Text • Expect Enhanced Functionality For Message Extensions • Expect More Extensions For Mobile, Generally
  29. 29. 5. Quality Score
  30. 30. Keyword Quality Score • Keywords Are Still Running The Show • Each Keyword Still Has A Quality Score • Quality Score Is Not New…But This Data Is…
  31. 31. Keyword Quality Score Data
  32. 32. Keyword Quality Score – Action Plans
  33. 33. Keyword Quality Score – Action Plans
  34. 34. 6. New AdWords Interface
  35. 35. Promotion Extensions
  36. 36. Showcase Shopping Ads • Ads Appear On Broad Term Searches • Appear Above Paid Search Ads & Alongside Product Ads • Ad Expands Into Catalogue Of Related Products • Pick Products To Showcase • Cost Per Engagement Bidding
  37. 37. 7. Voice Search
  38. 38. Voice Search 6.75 Million Google home Devices Were Sold In 2017 Over 400 Million Devices Are Enabled With Google Assistant Add In Alexa, Cortana, And Siri Enabled Devices And It’s Clear That Voice Search Is More Than Just A Passing Fad.
  39. 39. Voice Search - Growth ComScore Estimate That By 2020, More Than 50% of All Search Will Be Driven By Voice Search!
  40. 40. Voice Search For The First Time, Voice Search Has Brought Full Sentences To Both The Way We Query And The Responses We Receive From The Engines.
  41. 41. Optimising For Voice Search • Optimising for Voice Search Will Require A New Search Strategy. • Natural Language Is Different From Typed Queries. People Will Naturally Ask Their Devices “Who”, “When”, “Where” And “How” As They Complete Their Searches. • Prepare Content And Ads To Answer Questions, Rather Than Match Keywords. • Keep An Eye On Your Search Term Reports!
  42. 42. SUMMARY – TOP 6 TAKEAWAYS 1. Create More Ad Copy & Test Underused Ad Functionality 2. Make Use Of All The Audiences Available To Turbocharge Your Campaigns 3. Test Underused Ad Extensions On Mobile Devices
  43. 43. SUMMARY – TOP TAKEAWAYS 4. Create Quality Score Action Plans 5. Test Out New Interface Features & Prepare For Switch-Over 6. Monitor Changes In Search Behaviour To Capture Voice Search Queries
  44. 44. Thank you!

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