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Measuring the Impact of the Changes You Know and Some You Might Not By Andy Taylor

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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Exploring The Upcoming AdWords Changes. PRESENTATION: Measuring the Impact of the Changes You Know and Some You Might Not - Given by Andy Taylor, @PronouncedAhndy - Merkle | RKG, Senior Research Analyst. #SMX #12B

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Measuring the Impact of the Changes You Know and Some You Might Not By Andy Taylor

  1. 1. #SMX #12B @PronouncedAhndy Measuring the Impact of the Changes You Know and Some You Might Not
  2. 2. #SMX #12B @PronouncedAhndy About Me
  3. 3. #SMX #12B @PronouncedAhndy About Me
  4. 4. #SMX #12B @PronouncedAhndy Measuring the Impact of the Changes You Know and Some You Might Not
  5. 5. #SMX #12B @PronouncedAhndy Expanded Text Ads
  6. 6. #SMX #12B @PronouncedAhndy Expanded Text Ads Increase CTR 20%? Eh…
  7. 7. #SMX #12B @PronouncedAhndy § Some ad groups do see very different performance with ETAs at the top of the page –  However, the distribution of performance is such that ad groups are seeing different CTRs roughly in line with what we would expect based on statistical chance Expanded Text Ads Increase CTR 20%? Eh… ETA CTR More than 50% Better ETA CTR More than 50% Worse
  8. 8. #SMX #12B @PronouncedAhndy CPC Slightly Lower Across the Board
  9. 9. #SMX #12B @PronouncedAhndy More Device Controls
  10. 10. #SMX #12B @PronouncedAhndy More Device Controls Source: Merkle|RKG Digital Marketing Report, Q2 2016
  11. 11. #SMX #12B @PronouncedAhndy Tablet Click Share in Decline Source: Merkle|RKG Digital Marketing Report, Q2 2016
  12. 12. #SMX #12B @PronouncedAhndy Measuring the Impact of the Changes You Know and Some You Might Not
  13. 13. #SMX #12B @PronouncedAhndy Fourth Text Ad Above Organic on Phones 0% 1% 2% 3% 4% 5% 6/1/2016 6/15/2016 6/29/2016 7/13/2016 7/27/2016 8/10/2016 8/24/2016 Position 4 Share of Google Non-Brand Text Ad Phone Traffic
  14. 14. #SMX #12B @PronouncedAhndy Rapid Expansion of Google.com PLA Impressions
  15. 15. #SMX #12B @PronouncedAhndy Search Partner PLA Traffic Skyrocketing
  16. 16. #SMX #12B @PronouncedAhndy Search Partner PLA Traffic Skyrocketing
  17. 17. #SMX #12B @PronouncedAhndy Search Partner PLA Traffic Skyrocketing 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Desktop Tablet Phone Google Shopping Search Partner Performance vs Google.com Merkle Retailers - July 2016 Relative CR Relative CPC The value of Search Partner Shopping traffic is very in line with the cost despite no bid modifiers available to advertisers
  18. 18. #SMX #12B @PronouncedAhndy Weird CPC Fluctuations Indicate Other Changes Below the Surface Merkle publishes blog post calling attention to rising brand CPC on phones
  19. 19. #SMX #12B @PronouncedAhndy Iceberg Metaphor
  20. 20. #SMX #12B @PronouncedAhndy LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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