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SamJaneNoble
Beyond the Reach of
Keyword Targeting:
The Evolution of Paid Media
S A M A N T H A N O B L E
# S E A R C H L ...
SAMANTHA NOBLE
FOUNDER
BIDDABLE MOMENTS
Audiences are now the key focus for any
paid media, SEO, Content or Social
campaign.”
S A M A N T H A N O B L E
We used to spend hours finding the right keywords for
our campaigns
But now the time is split between keyword research
and audience setup
This is a huge but important shift
in process
Previously everyone saw the
same ad and landing page
Now we can personalise the
experience to users
I would like to
introduce you
to ‘The
Biddables’.
Grandma Biddable
80 years old, religiously goes to
Bingo on a Thursday with her
friend Rosa, enjoys watching the
soaps and...
Mr & Mrs Biddable
The glue that holds the family
together. They enjoy making the
house a home, cooking for the
family and ...
Amelia Biddable
32 year old divorcee and
struggling to move forwards.
Spends her time watching movies
whilst crying into a...
Laura Biddable
Serious Tinder addict (almost
reached 100 internet dates),
recently turned Vegan and is
highly opinionated ...
Tom Biddable
21 year old concert fanatic who
loves all kinds of music but is a
huge fan of Kanye West.
Constantly argues w...
Why your data is important
Use Cases
Ad copy can be matched to the searchers demographic
(age or gender)
You can offer limited time deals for repeat searchers
or website visitors
1
2
Use Lookalike targeting to find more customers who
have similar traits to your existing ones
Location targeting can be used to show ads to people
who are located near your business
Use relationship status targeting to show ads to
people you want to reach (not upset)
All this is possible with the
targeting options we have
available to us
Google AdWords
Who recalls the free platforms
Google once offered which are
now paid for?
Froogle / Google Base
Froogle / Google Base
Google Maps
Google Maps
Google Images
Google Images
This is
how
they’ve
continued
to grow.
Since their launch, Google have grown year
on year
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
$80,000
$90,...
$89 Billion in
2016
Watch out for the free
services… they may become
the paid ads of the
future
2000 - 2017
Ad labelling
2000
2003
2007
2010
2011
2013
2014
2015
2016
2017
20002017
Organic
continue
s to be
pushed
down.
Position one in the organic SERPs is
often below the fold
Especially on Mobile!
In February 2016 we said
goodbye to the righthand
side ads
The only ads that appear on the right
now are shopping
Then saw the introduction
of expanded text ads in
June 2016
Paid ads suddenly blended in even more
with the organic listings
What impact has this had?
Organic CTR loses 25% of click share on
desktop, 55% on mobile
Source: https://moz.com/blog/google-organic-clicks-
What’s available
now
Google Search
Manual &
Automated
Ad Extensions
Sitelink Extension
Manual or Automated
Callout Extension
Manual or Automated
Structured Snippet Extension
Manual or Automated
Call Extension
Manual or Automated
Message Extension
Manual
Location Extension
Manual or Automated
Affiliate Location Extension
Manual
Price Extension
Manual
App Extension
Manual or Automated
Review Extension
Manual
Previous Visits
Automated
Seller Ratings
Automated
Consumer Ratings
Automated
Longer Ad Headlines
Automated
A lot of these extensions
can be used in the same
ad!
One line of actual ad text, four lines of
extensions...
Source: http://searchengineland.com/google-testing-promotion-exten...
Giving Google some
control
Dynamic Ads
Over 16% of queries
are new to Google
everyday
Dynamic Search Ads
Countdown Ads
Ad Customizers
Call Only Ads
RLSA & Demographics
Audience Ads
Demographics for Search Ads (DFSA)
Remarketing for Search Ads (RLSA)
Visit 1
Visit 2
£5 Bid
£6 Bid
Similar Audiences
User visits website &
gets added to RLSA
list
Visitor searches on
Google before or
after being added to
...
Local Search Ads
Google Maps
Local Search Ads
Promoted Pins
Hotel Ads
What’s coming?
Google Search
Vehicle Ads
Promotion Extension
Pop Up Map Ads
Project Beacon
Source: https://support.google.com/adwords/answer/734610
Hotel Deals to Hotel Knowledge Panel
Knowledge Panel Ads
Two Card Style Home Service Ads
4 Ads at the Bottom
Expanded, Expanded Ads
What’s available
now
Google
Shopping
Standard PLA Ads
Right Hand Side PLAs
Shopping Page
AdSense for Shopping (Search Partners)
As seen on Walmart
Special Offers in Shopping Ads
Showcase Shopping Ads
Local Inventory Ads
Local Inventory Ads with Store Pickup
Promotion
What’s coming?
Google Shopping
http://bit.ly/EU-Google-Shopping
Google Shopping in EU Search
Example of how the Shopping results
will look
Inventory search from local Knowledge
Panel
Google Images
What’s available
now
YouTube
Skippable Ads
Non-Skippable Ads
Mid-Roll Ads
Overlay In-Video
Display Ads
In-Display (results)
In-Display (below)
TruView for Shopping
Shopping Ads on YouTube
What’s coming?
YouTube
Carousel Shopping Ads on YouTube Videos
Carousel Shopping Ads on YouTube
Channels
What’s available
now
Display Ads
Remarketing
Prospect visits your
website
They get added to a
remarketing list that
you have defined
Prospect leaves your
w...
Dynamic Product Remarketing
Gmail Sponsored Promotions
Responsive Lightbox Ads
App Install
Facebook & Instagram
When Facebook launched in
2004, the platform
already contained ads
This was one of the first seen ‘Flyer
Ads’
By 2009, ads were appear all down the
right hand side
In April 2012, they
purchased Instagram
And in February 2014,
they purchased WhatsApp
Facebook is no longer just facebook.com
In fact,
79% of
online
adults use
Facebook.
The revenue growth for Facebook is
impressive
Source: https://www.statista.com/statistics/277229/facebooks-annual-revenue-...
$27.5 Billion in
2016
What’s available
now
Ad Formats
Single Image
Single Video
360 Video
Page Likes
Carousel
Collection
Lead Generation
Canvas
Messenger (news feed)
Messenger (in app)
Dynamic Product Set
Event Response
App Install
App Engagement
Local Awareness (single image)
Local Awareness (carousel)
Promoted Stories
Shoppable
What’s available
now
Audience Network
Facebooks version of the
Google Display Network
using the same powerful
targeting
Banner Ads
Native Ads
Interstitial Ads
In-Stream Video
In-Article Video
Time to wrap up
Paid Media isn’t going away
Google:
$89 Billion in
2016
Facebook:
$27.5 Billion in
2016
Take full advantage of the
audience targeting options
Get paid media teams
working with other teams to
share audience insights
This isn’t the future. This
is now. We need to embrace
it.
SamJaneNoble
View the
slides
here:
# S E A R C H L O V E
http://bit.ly/sam-noble-searchlove
SamJaneNoble
Thank you
for
listening.
# S E A R C H L O V E
C ON TA C T D ETA ILS
0 7 8 6 9 11 4 3 0 0
i n f o @ b i d d a...
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SearchLove London 2017 | Samantha Jane 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.

Published in: Marketing
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SearchLove London 2017 | Samantha Jane Noble | Beyond the Reach of Keyword Targeting: The Evolution of Paid Media

  1. 1. SamJaneNoble Beyond the Reach of Keyword Targeting: The Evolution 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. SAMANTHA NOBLE FOUNDER BIDDABLE MOMENTS
  3. 3. Audiences are now the key focus for any paid media, SEO, Content or Social campaign.” S A M A N T H A N O B L E
  4. 4. We used to spend hours finding the right keywords for our campaigns
  5. 5. But now the time is split between keyword research and audience setup
  6. 6. This is a huge but important shift in process
  7. 7. Previously everyone saw the same ad and landing page
  8. 8. Now we can personalise the experience to users
  9. 9. I would like to introduce you to ‘The Biddables’.
  10. 10. Grandma Biddable 80 years old, religiously goes to Bingo on a Thursday with her friend Rosa, enjoys watching the soaps and going on coach holidays. Bingo Soaps Holidays
  11. 11. Mr & Mrs Biddable The glue that holds the family together. They enjoy making the house a home, cooking for the family and occasionally going out on date nights in Bristol. Dates Family Home
  12. 12. Amelia Biddable 32 year old divorcee and struggling to move forwards. Spends her time watching movies whilst crying into a bottle of Malbec. Huge animal lover. Animal s Movies Divorced
  13. 13. Laura Biddable Serious Tinder addict (almost reached 100 internet dates), recently turned Vegan and is highly opinionated about anyone who is not. Can’t start the day without a coffee. Vegan Tinder Addict Coffee
  14. 14. Tom Biddable 21 year old concert fanatic who loves all kinds of music but is a huge fan of Kanye West. Constantly argues with his sister and is glued to his mobile phone. Kanye West Music Concerts
  15. 15. Why your data is important Use Cases
  16. 16. Ad copy can be matched to the searchers demographic (age or gender)
  17. 17. You can offer limited time deals for repeat searchers or website visitors 1 2
  18. 18. Use Lookalike targeting to find more customers who have similar traits to your existing ones
  19. 19. Location targeting can be used to show ads to people who are located near your business
  20. 20. Use relationship status targeting to show ads to people you want to reach (not upset)
  21. 21. All this is possible with the targeting options we have available to us
  22. 22. Google AdWords
  23. 23. Who recalls the free platforms Google once offered which are now paid for?
  24. 24. Froogle / Google Base
  25. 25. Froogle / Google Base
  26. 26. Google Maps
  27. 27. Google Maps
  28. 28. Google Images
  29. 29. Google Images
  30. 30. This is how they’ve continued to grow.
  31. 31. Since their launch, Google have grown year on year $0 $10,000 $20,000 $30,000 $40,000 $50,000 $60,000 $70,000 $80,000 $90,000 $100,000 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 RevenueinBillions($) Year
  32. 32. $89 Billion in 2016
  33. 33. Watch out for the free services… they may become the paid ads of the future
  34. 34. 2000 - 2017 Ad labelling
  35. 35. 2000
  36. 36. 2003
  37. 37. 2007
  38. 38. 2010
  39. 39. 2011
  40. 40. 2013
  41. 41. 2014
  42. 42. 2015
  43. 43. 2016
  44. 44. 2017
  45. 45. 20002017
  46. 46. Organic continue s to be pushed down.
  47. 47. Position one in the organic SERPs is often below the fold
  48. 48. Especially on Mobile!
  49. 49. In February 2016 we said goodbye to the righthand side ads
  50. 50. The only ads that appear on the right now are shopping
  51. 51. Then saw the introduction of expanded text ads in June 2016
  52. 52. Paid ads suddenly blended in even more with the organic listings
  53. 53. What impact has this had?
  54. 54. Organic CTR loses 25% of click share on desktop, 55% on mobile Source: https://moz.com/blog/google-organic-clicks-
  55. 55. What’s available now Google Search
  56. 56. Manual & Automated Ad Extensions
  57. 57. Sitelink Extension Manual or Automated
  58. 58. Callout Extension Manual or Automated
  59. 59. Structured Snippet Extension Manual or Automated
  60. 60. Call Extension Manual or Automated
  61. 61. Message Extension Manual
  62. 62. Location Extension Manual or Automated
  63. 63. Affiliate Location Extension Manual
  64. 64. Price Extension Manual
  65. 65. App Extension Manual or Automated
  66. 66. Review Extension Manual
  67. 67. Previous Visits Automated
  68. 68. Seller Ratings Automated
  69. 69. Consumer Ratings Automated
  70. 70. Longer Ad Headlines Automated
  71. 71. A lot of these extensions can be used in the same ad!
  72. 72. One line of actual ad text, four lines of extensions... Source: http://searchengineland.com/google-testing-promotion-extension-
  73. 73. Giving Google some control Dynamic Ads
  74. 74. Over 16% of queries are new to Google everyday
  75. 75. Dynamic Search Ads
  76. 76. Countdown Ads
  77. 77. Ad Customizers
  78. 78. Call Only Ads
  79. 79. RLSA & Demographics Audience Ads
  80. 80. Demographics for Search Ads (DFSA)
  81. 81. Remarketing for Search Ads (RLSA) Visit 1 Visit 2 £5 Bid £6 Bid
  82. 82. 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
  83. 83. Local Search Ads Google Maps
  84. 84. Local Search Ads
  85. 85. Promoted Pins
  86. 86. Hotel Ads
  87. 87. What’s coming? Google Search
  88. 88. Vehicle Ads
  89. 89. Promotion Extension
  90. 90. Pop Up Map Ads
  91. 91. Project Beacon Source: https://support.google.com/adwords/answer/734610
  92. 92. Hotel Deals to Hotel Knowledge Panel
  93. 93. Knowledge Panel Ads
  94. 94. Two Card Style Home Service Ads
  95. 95. 4 Ads at the Bottom
  96. 96. Expanded, Expanded Ads
  97. 97. What’s available now Google Shopping
  98. 98. Standard PLA Ads
  99. 99. Right Hand Side PLAs
  100. 100. Shopping Page
  101. 101. AdSense for Shopping (Search Partners) As seen on Walmart
  102. 102. Special Offers in Shopping Ads
  103. 103. Showcase Shopping Ads
  104. 104. Local Inventory Ads
  105. 105. Local Inventory Ads with Store Pickup Promotion
  106. 106. What’s coming? Google Shopping
  107. 107. http://bit.ly/EU-Google-Shopping Google Shopping in EU Search
  108. 108. Example of how the Shopping results will look
  109. 109. Inventory search from local Knowledge Panel
  110. 110. Google Images
  111. 111. What’s available now YouTube
  112. 112. Skippable Ads
  113. 113. Non-Skippable Ads
  114. 114. Mid-Roll Ads
  115. 115. Overlay In-Video
  116. 116. Display Ads
  117. 117. In-Display (results)
  118. 118. In-Display (below)
  119. 119. TruView for Shopping
  120. 120. Shopping Ads on YouTube
  121. 121. What’s coming? YouTube
  122. 122. Carousel Shopping Ads on YouTube Videos
  123. 123. Carousel Shopping Ads on YouTube Channels
  124. 124. What’s available now Display Ads
  125. 125. 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
  126. 126. Dynamic Product Remarketing
  127. 127. Gmail Sponsored Promotions
  128. 128. Responsive Lightbox Ads
  129. 129. App Install
  130. 130. Facebook & Instagram
  131. 131. When Facebook launched in 2004, the platform already contained ads
  132. 132. This was one of the first seen ‘Flyer Ads’
  133. 133. By 2009, ads were appear all down the right hand side
  134. 134. In April 2012, they purchased Instagram
  135. 135. And in February 2014, they purchased WhatsApp
  136. 136. Facebook is no longer just facebook.com
  137. 137. In fact, 79% of online adults use Facebook.
  138. 138. The revenue growth for Facebook is impressive Source: https://www.statista.com/statistics/277229/facebooks-annual-revenue-and-net-income/ $0 $5 $10 $15 $20 $25 $30 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 RevenueinBillions$ Year
  139. 139. $27.5 Billion in 2016
  140. 140. What’s available now Ad Formats
  141. 141. Single Image
  142. 142. Single Video
  143. 143. 360 Video
  144. 144. Page Likes
  145. 145. Carousel
  146. 146. Collection
  147. 147. Lead Generation
  148. 148. Canvas
  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. Promoted Stories
  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: $89 Billion in 2016
  169. 169. Facebook: $27.5 Billion in 2016
  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. SamJaneNoble View the slides here: # S E A R C H L O V E http://bit.ly/sam-noble-searchlove
  174. 174. SamJaneNoble Thank you for listening. # S E A R C H L O V E C ON TA C T D ETA ILS 0 7 8 6 9 11 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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