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SearchLove Boston 2018 - Samantha Noble - Beyond the Reach of Keyword Targeting: The Evolution of Paid Media

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The paid media landscape has evolved significantly in the past five years; we have moved away from pure keyword targeting, are more focused on audience development, and above all, paid ads are now taking up more real estate within the SERP and social media platforms. Throughout her talk, Samantha will take you on a deep dive into the diverse offering that we have available to us today across the core platforms. You'll leave this session with a greater understanding of the endless opportunities paid media brings.

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SearchLove Boston 2018 - Samantha Noble - Beyond the Reach of Keyword Targeting: The Evolution of Paid Media

  1. 1. SamJaneNoble The Era of Keyword Extinction The endless options of paid media S A M A N T H A N O B L E # S E A R C H L O V E
  2. 2. Paid Media is our world
  3. 3. The dollars are shifting to digital
  4. 4. Digital ad spend reached $209* billion worldwide * 2017 Data
  5. 5. It is expected to grow by 13% this year
  6. 6. 2017 was the year digital ad spending finally beat TV Source: MAGNA
  7. 7. Google AdWords
  8. 8. Who recalls the free platforms Google once offered which are now paid for?
  9. 9. Froogle / Google Base
  10. 10. Froogle / Google Base
  11. 11. Google Maps
  12. 12. Google Maps
  13. 13. Google Images
  14. 14. Google Images
  15. 15. This is how they’ve continued to grow.
  16. 16. Since their launch, Google have grown year on year
  17. 17. $109 Billion in 2017
  18. 18. Watch out for the free services… they may become the paid ads of the future
  19. 19. 2000 - 2018 Ad labelling
  20. 20. 2000
  21. 21. 2003
  22. 22. 2007
  23. 23. 2010
  24. 24. 2011
  25. 25. 2013
  26. 26. 2014
  27. 27. 2015
  28. 28. 2016
  29. 29. 2017
  30. 30. 2018
  31. 31. 20002018
  32. 32. Organic continues to be pushed down.
  33. 33. Position one in the organic SERPs is often below the fold
  34. 34. Especially on Mobile!
  35. 35. In February 2016 we said goodbye to the righthand side ads
  36. 36. The only ads that appear on the right now are shopping
  37. 37. Then saw the introduction of expanded text ads in June 2016
  38. 38. Paid ads suddenly blended in even more with the organic listings
  39. 39. What impact has this had?
  40. 40. Organic CTR loses 25% of click share on desktop, 55% on mobile Source: https://moz.com/blog/google-organic-clicks-shifting-to-paid
  41. 41. What’s available now Google Search
  42. 42. Manual & Automated Ad Extensions
  43. 43. Sitelink Extension Manual or Automated
  44. 44. Callout Extension Manual or Automated
  45. 45. Structured Snippet Extension Manual or Automated
  46. 46. Call Extension Manual or Automated
  47. 47. Message Extension Manual
  48. 48. Location Extension Manual or Automated
  49. 49. Affiliate Location Extension Manual
  50. 50. Price Extension Manual
  51. 51. App Extension Manual or Automated
  52. 52. Review Extension Manual
  53. 53. Promotion Extension Manual
  54. 54. Previous Visits Automated
  55. 55. Seller Ratings Automated
  56. 56. Consumer Ratings Automated
  57. 57. Longer Ad Headlines Automated
  58. 58. A lot of these extensions can be used in the same ad!
  59. 59. One line of actual ad text, four lines of extensions... Source: http://searchengineland.com/google-testing-promotion-extension-text-ads-263663
  60. 60. Blended Extensions
  61. 61. Giving Google some control Dynamic Ads
  62. 62. Over 16% of queries are new to Google everyday
  63. 63. Dynamic Search Ads
  64. 64. Countdown Ads
  65. 65. Ad Customizers
  66. 66. Call Only Ads
  67. 67. RLSA & Demographics Audience Ads
  68. 68. Demographics for Search Ads (DFSA)
  69. 69. Remarketing for Search Ads (RLSA) Visit 1 Visit 2 $5 Bid $6 Bid
  70. 70. Similar Audiences User visits website & gets added to RLSA list Visitor searches on Google before or after being added to a list Google looks for other users with similar search behaviour and adds them to a Similar Audience list Similar Audiences for Search can be used for Keyword, Shopping or DSA campaigns Your Website Google Google AdWords
  71. 71. Local Search Ads Google Maps
  72. 72. Local Search Ads
  73. 73. Promoted Pins
  74. 74. Hotel Ads
  75. 75. What’s coming? Google Search
  76. 76. Vehicle Ads
  77. 77. Visual Sitelinks
  78. 78. Brand Enhanced Sitelink Format
  79. 79. Pop Up Map Ads
  80. 80. Hotel Deals to Hotel Knowledge Panel
  81. 81. Knowledge Panel Ads
  82. 82. Two Card Style Home Service Ads
  83. 83. 4 Ads at the Bottom
  84. 84. Expanded, Expanded Ads
  85. 85. Video Ad Extensions Source: ppchubbub.com
  86. 86. What’s available now Google Shopping
  87. 87. Standard PLA Ads
  88. 88. Right Hand Side PLAs
  89. 89. Shopping Page
  90. 90. Google Shopping Product Cards with Carousel
  91. 91. AdSense for Shopping (Search Partners) As seen on Walmart
  92. 92. Special Offers in Shopping Ads
  93. 93. Showcase Shopping Ads
  94. 94. Google Images
  95. 95. Shopping Actions
  96. 96. Local Inventory Ads
  97. 97. Local Inventory Ads with Store Pickup Promotion
  98. 98. What’s coming? Google Shopping
  99. 99. Inventory search from local Knowledge Panel
  100. 100. Similar Looks
  101. 101. Double Product Listing Carousels
  102. 102. PLA Carousels with 30 Products
  103. 103. Purchase on Google Shopping
  104. 104. Compare Prices Extensions
  105. 105. What’s available now YouTube
  106. 106. Skippable Ads
  107. 107. Non-Skippable Ads
  108. 108. Mid-Roll Ads
  109. 109. Overlay In-Video
  110. 110. Display Ads
  111. 111. In-Display (results)
  112. 112. In-Display (below)
  113. 113. TruView for Shopping
  114. 114. Shopping Ads on YouTube
  115. 115. Outstream Video Ads
  116. 116. Custom Intent Audiences with YouTube TruView for Action
  117. 117. What’s coming? YouTube
  118. 118. Carousel Shopping Ads on YouTube Videos
  119. 119. Carousel Shopping Ads on YouTube Channels
  120. 120. What’s available now Display & App Ads
  121. 121. Remarketing Prospect visits your website They get added to a remarketing list that you have defined Prospect leaves your website Your targeted ads appear on other websites Your Website Prospect comes back to the website and (hopefully) converts Google Your Website Other Websites Your Website
  122. 122. Dynamic Product Remarketing
  123. 123. Gmail Sponsored Promotions
  124. 124. Responsive Lightbox Ads
  125. 125. App Install
  126. 126. Click-to-Play Video Ads
  127. 127. Facebook & Instagram
  128. 128. When Facebook launched in 2004, the platform already contained ads
  129. 129. This was one of the first seen ‘Flyer Ads’
  130. 130. By 2009, ads were appear all down the right hand side
  131. 131. In April 2012, they purchased Instagram
  132. 132. And in February 2014, they purchased WhatsApp
  133. 133. Facebook is no longer just facebook.com
  134. 134. In fact, 79% of online adults use Facebook.
  135. 135. The revenue growth for Facebook is impressive
  136. 136. $40.5 Billion in 2017
  137. 137. What’s available now Ad Formats
  138. 138. Single Image
  139. 139. Single Video
  140. 140. 360 Video
  141. 141. Page Likes
  142. 142. Slideshow Ads
  143. 143. Carousel
  144. 144. Canvas
  145. 145. Collection
  146. 146. Canvas with Collection Ads
  147. 147. Lead Generation
  148. 148. Dynamic Ads for Lead Generation
  149. 149. Messenger (news feed)
  150. 150. Messenger (in app)
  151. 151. Dynamic Product Set
  152. 152. Event Response
  153. 153. App Install
  154. 154. App Engagement
  155. 155. Local Awareness (single image)
  156. 156. Local Awareness (carousel)
  157. 157. Stories Ads
  158. 158. Shoppable
  159. 159. What’s available now Audience Network
  160. 160. Facebooks version of the Google Display Network using the same powerful targeting
  161. 161. Banner Ads
  162. 162. Native Ads
  163. 163. Interstitial Ads
  164. 164. In-Stream Video
  165. 165. In-Article Video
  166. 166. Time to wrap up
  167. 167. Paid Media isn’t going away
  168. 168. Google: $109 Billion in 2017
  169. 169. Facebook: $40.5 Billion in 2017
  170. 170. Take full advantage of the audience targeting options
  171. 171. Get paid media teams working with other teams to share audience insights
  172. 172. This isn’t the future. This is now. We need to embrace it.
  173. 173. SAMANTHA NOBLE FOUNDER BIDDABLE MOMENTS SamJaneNoble
  174. 174. SamJaneNoble Thank you for listening. # S E A R C H L O V E CONTACT DETAILS + 4 4 7 8 6 9 1 1 4 3 0 0 i n f o @ b i d d a b l e m o m e n t s . c o m http://bit.ly/sam-noble-searchlove

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