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Rest In Peace Precious PPC Keywords

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Keywords Are Dead – Long Live Concepts, Entities & Audiences!. PRESENTATION: Rest In Peace Precious PPC Keywords - Given by Marty Weintraub, @aimClear - aimClear, Founder & Evangelist. #SMX #13C

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Rest In Peace Precious PPC Keywords

  1. 1. searchmarketingexpo.com @MartyWeintraub #SMX #13C
  2. 2. searchmarketingexpo.com @MartyWeintraub #SMX #13C SEARCH PPC WITHOUT KEYWORDS? searchmarketingexpo.com @MartyWeintraub #SMX #13C
  3. 3. searchmarketingexpo.com @MartyWeintraub #SMX #13Csearchmarketingexpo.com @MartyWeintraub #SMX #13C
  4. 4. searchmarketingexpo.com @MartyWeintraub #SMX #13C GOOGLE METHODICALLY ELIMINATING KWS & DEPRECIATING GRANULAR KW DATA
  5. 5. searchmarketingexpo.com @MartyWeintraub #SMX #13C PSYCHOGRAPHICS + SEARCH searchmarketingexpo.com @MartyWeintraub #SMX #13C
  6. 6. searchmarketingexpo.com @MartyWeintraub #SMX #13C FB-LIKE TARGETING
  7. 7. searchmarketingexpo.com @MartyWeintraub #SMX #13C PUMPED WITH SEARCH DATA
  8. 8. searchmarketingexpo.com @MartyWeintraub #SMX #13C URL INTEREST DATA
  9. 9. searchmarketingexpo.com @MartyWeintraub #SMX #13C SRLSLY SPECIFIC
  10. 10. searchmarketingexpo.com @MartyWeintraub #SMX #13Csearchmarketingexpo.com @MartyWeintraub #SMX #13C
  11. 11. searchmarketingexpo.com @MartyWeintraub #SMX #13Csearchmarketingexpo.com @MartyWeintraub #SMX #13C
  12. 12. searchmarketingexpo.com @MartyWeintraub #SMX #13C
  13. 13. searchmarketingexpo.com @MartyWeintraub #SMX #13C
  14. 14. searchmarketingexpo.com @MartyWeintraub #SMX #13C IN MARKET AUDIENCES searchmarketingexpo.com @MartyWeintraub #SMX #13C
  15. 15. searchmarketingexpo.com @MartyWeintraub #SMX #13C IN MARKET AUDIENCES searchmarketingexpo.com @MartyWeintraub #SMX #13C
  16. 16. searchmarketingexpo.com @MartyWeintraub #SMX #13C IN-MARKET PERFORMS
  17. 17. searchmarketingexpo.com @MartyWeintraub #SMX #13C IN-MARKET PERFORMS searchmarketingexpo.com @MartyWeintraub #SMX #13C
  18. 18. searchmarketingexpo.com @MartyWeintraub #SMX #13C DYNAMIC SEARCH ADS
  19. 19. searchmarketingexpo.com @MartyWeintraub #SMX #13C YOU WILL BE ASSIMILATED
  20. 20. searchmarketingexpo.com @MartyWeintraub #SMX #13C CLOSE VARIANT
  21. 21. searchmarketingexpo.com @MartyWeintraub #SMX #13C TEXT AD EATING PLAs
  22. 22. searchmarketingexpo.com @MartyWeintraub #SMX #13C TEXT AD EATING PLAs
  23. 23. searchmarketingexpo.com @MartyWeintraub #SMX #13C
  24. 24. searchmarketingexpo.com @MartyWeintraub #SMX #13C
  25. 25. searchmarketingexpo.com @MartyWeintraub #SMX #13C
  26. 26. searchmarketingexpo.com @MartyWeintraub #SMX #13C
  27. 27. searchmarketingexpo.com @MartyWeintraub #SMX #13C
  28. 28. searchmarketingexpo.com @MartyWeintraub #SMX #13C LOCAL PLA
  29. 29. searchmarketingexpo.com @MartyWeintraub #SMX #13C WHO NEEDS KEYWORDS?
  30. 30. searchmarketingexpo.com @MartyWeintraub #SMX #13C BYE-BYE PESKY PPC STAFF?
  31. 31. searchmarketingexpo.com @MartyWeintraub #SMX #13C
  32. 32. searchmarketingexpo.com @MartyWeintraub #SMX #13C MAINTAIN THE MACHINE
  33. 33. searchmarketingexpo.com @MartyWeintraub #SMX #13C UNDERSTAND THE EVOLUTION Search Ads Contextual Targeting Product Listing Dynamic Search Custom Affinities
  34. 34. searchmarketingexpo.com @MartyWeintraub #SMX #13C THE NEW TARGETING
  35. 35. searchmarketingexpo.com @MartyWeintraub #SMX #13C DSA CRAWL TARGETING
  36. 36. searchmarketingexpo.com @MartyWeintraub #SMX #13C TASTES GREAT, LESS FILLING
  37. 37. searchmarketingexpo.com @MartyWeintraub #SMX #13C PLA FEED TARGETING "PLAs Steal Intent-Driven Clicks from Other PPC Ads“ - Larry Kim
  38. 38. searchmarketingexpo.com @MartyWeintraub #SMX #13C PLA: (GETTING AROUND) THE RULES
  39. 39. searchmarketingexpo.com @MartyWeintraub #SMX #13C PLA = SERIOUS PERFORMANCE "PLAs Steal Intent-Driven Clicks from Other PPC Ads“ - Larry Kim
  40. 40. searchmarketingexpo.com @MartyWeintraub #SMX #13C SUFFOCATING RULES • NO SERVICES • “Buy Online & Pick Up In Store” (BOPIS) is the only ecommerce option, then inventory must be verifiable by Google real-time in each store, no exceptions • Inventory can be verified at the regional warehouse level, only if the e-tailer offers optional delivery to customer’s street address
  41. 41. searchmarketingexpo.com @MartyWeintraub #SMX #13C THE WORKAROUND • Can be BOPIS only • Pack Store With Inventory • Mojo In Inventory Mix • Ship to customer’s address OR • Ship to preferred BOPIS Pickup Vendor OR • Include installation options, upsell other options online and/or in-store
  42. 42. searchmarketingexpo.com @MartyWeintraub #SMX #13C PSYCHOGRAPHIC-SEARCH MASHUP
  43. 43. searchmarketingexpo.com @MartyWeintraub #SMX #13C GOOGLE’S AWESOME DATA
  44. 44. searchmarketingexpo.com @MartyWeintraub #SMX #13C GOOGLE’S MOTIVATION? SIMPLICITY Money MONEY
  45. 45. searchmarketingexpo.com @MartyWeintraub #SMX #13C LESS CONTROL = MORE $$$
  46. 46. searchmarketingexpo.com @MartyWeintraub #SMX #13C YEP, PLA PRICES CLIMBING
  47. 47. searchmarketingexpo.com @MartyWeintraub #SMX #13C RESULTS ‘MAY’ BE AWESOME Custom Affinity Topics In-Market CPC $0.63 $1.10 $0.77 CTR 0.41% 0.20% 0.52%
  48. 48. searchmarketingexpo.com @MartyWeintraub #SMX #13C KEYWORDLESS WINNERS Conversions Response Rate Conversions Cost/Action
  49. 49. searchmarketingexpo.com @MartyWeintraub #SMX #13C THE FUTURE TELEGRAPHED
  50. 50. searchmarketingexpo.com @MartyWeintraub #SMX #13C LESS QUERY TRANSPARENCY
  51. 51. searchmarketingexpo.com @MartyWeintraub #SMX #13C BACK TO THE FUTURE! • Google’s Been Trying To Minimize KWs For Years • They Are Finally Succeeding • Google Would Rather Control Their Own Machine • Marketers Get Only Enough Info To Not Screw Things Up • Skillsets Of Great AdWords Practitioners Changing
  52. 52. searchmarketingexpo.com @MartyWeintraub #SMX #13C TAKEAWAYS • New Targeting is replacing Keywords • Test Facebook Ads Creative Techniques In Google • Think About URL Affinity • These options show a lot of promise • We are getting less and less query data • Test, Test, Test • Get Out Your Wallets • Understand PLA Rules For Survival, Stretch As Needed
  53. 53. searchmarketingexpo.com @MartyWeintraub #SMX #13C

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