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The Coming Paradigm Shift In Paid Search

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From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: The Coming Paradigm Shift In Paid Search - Given by Kevin Ryan, @KevinMRyan - Motivity Marketing, CEO. #SMX #22C1

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The Coming Paradigm Shift In Paid Search

  1. 1. #SMX #22C1 @KevinMRyan & other musings from Kevin Ryan The Coming Paradigm Shift of Paid Search Marketing
  2. 2. #SMX #22C1 @KevinMRyan The Coming Paradigm Shift
  3. 3. #SMX #22C1 @KevinMRyan Small Agency. Big Work. www.MotivityMarketing.com  Independent, founded 2007  Disciplines include search, media & digital strategy  Clients include Fortune 500 brands, agencies  Leadership in the digital marketing industry
  4. 4. #SMX #22C1 @KevinMRyan $ Increase, % decrease Image Courtesy @eMarketer
  5. 5. #SMX #22C1 @KevinMRyan Upside Down Media Buying  Search  Less data, more cost  No keywords, more audience  Yahoo makes a come back  Search  Highly targeted, low cost  Auction Media  Highly targeted, high priced
  6. 6. #SMX #22C1 @KevinMRyan Upside Down Media Buying  Search  Less data, more cost  No keywords, more audience  Yahoo makes a come back  Media Buying  More transparent  Audience and action key  Increased efficiency Image Courtesy @KevinMRyan
  7. 7. #SMX #22C1 @KevinMRyan The Coming Change: Core Drivers  Search  Less data, more cost  No keywords, more audience  Yahoo makes a come back  Media Buying  More transparent  Audience and action key  Increased efficiency
  8. 8. #SMX #22C1 @KevinMRyan
  9. 9. #SMX #22C1 @KevinMRyan
  10. 10. #SMX #22C1 @KevinMRyan This image, purposefully clear Image Courtesy @eMarketer
  11. 11. #SMX #22C1 @KevinMRyan This image, intentionally blurred
  12. 12. #SMX #22C1 @KevinMRyan Image Courtesy @eMarketer “In its present form, search advertising is at once starkly simple, bafflingly complex and highly effective.” -DoubleClick, “The Decade in Online Advertising,” ca. 2005 Source URL: http://goo.gl/lpBJ4A
  13. 13. #SMX #22C1 @KevinMRyan Image Courtesy @eMarketer
  14. 14. #SMX #22C1 @KevinMRyan The new buzz
  15. 15. #SMX #22C1 @KevinMRyan Transparency Image Courtesy @RhythmOneUS
  16. 16. #SMX #22C1 @KevinMRyan Transparency Image Courtesy @AudienceScience
  17. 17. #SMX #22C1 @KevinMRyan Interest (keyword) & everything else Source URL: https://goo.gl/9Aoq83
  18. 18. #SMX #22C1 @KevinMRyan Interest (keyword) & everything else
  19. 19. #SMX #22C1 @KevinMRyan Social Signals = Audience Clues Image Courtesy @ZuumSocial Source URL: https://goo.gl/nWlrHl
  20. 20. #SMX #22C1 @KevinMRyan Signal to Noise Image Courtesy @KevinMRyan
  21. 21. #SMX #22C1 @KevinMRyan  Tex Text
  22. 22. #SMX #22C1 @KevinMRyan  Tex Text Audience Action Interest Revenue Optimized Buying Audience Target Costs Actions Background Image Courtesy @KevinMRyan: EMP Museum Seattle
  23. 23. #SMX #22C1 @KevinMRyan
  24. 24. #SMX #22C1 @KevinMRyan “Technology gets better every day. That’s fine. But most of the time all you need is a stick of gum, a pocket knife and a smile.” -Nathan Muir
  25. 25. #SMX #22C1 @KevinMRyan THANK YOU! Contact Us: www.MotivityMarketing.com info@MotivityMarketing.com Motivity proudly supports:

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