WHERE IS PAID SEARCH
GOING IN 2014?
Key Online Ad Trends
 The shift from keywords to
audiences
 Proliferation of channels
 Multi-channel bidding and
attrib...
4
Digital Advertising
Growing SERP Complexity
Sitelinks
Product
Listing Ads
Organic
deep links
Social
Panel
Call
Extension
Current Trends: Mobile
- By December 2015, mobile devices
will account for 50% of all paid-
search clicks (spending surpas...
Current Trends: PLAs
- In 2013, retail advertisers increased spend on PLAs by nearly 300%
- 1 out of 5 paid shopping click...
 Streamline the setup of adWords for bidding and tracking products
 Organize and group your product feed on existing col...
A Database of Intentions
Bidding on Keywords Can Only Take Us So Far
Keyword Portfolio
Cost related
Returnrelated
1 2
3
4
5
6
high
high
Emerging Trend: Audiences are the New Keywords
Boosting Bids Based on Audiences
13
Lifetime Value Estimation Improves Responsiveness
1. What are the known attributes of an order? Eg Gender, product inte...
• Page-based,
not keyword-
based
• Richer results
pages
• Carousel /
mobile
experiences
14
Changes for Natural Search / SEO
15
Search Vs Social Growth
$47.00
$51.60
$61.40
$9.00
$11.90
$14.90
$-
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
$70.00
20...
16
 Facebook, Twitter and LinkedIn dominate the Social Advertising market today
– The market share split between the big ...
Current Trend: Search + Social
• Search revenue/click is 36% higher when managed with Social
• 74% of FB users access via ...
 Newsfeeds up 140% Y/Y, at 1/3 the CPA of right side
 North America is 15% of users, nearly 50% of ad spend
Newsfeeds Up...
Emerging Trends: Cross-channel
- 47% of revenue comes from purchases made in more than one day (Google)
- 65% of revenue c...
Marin’s Vision for Paid Search: Customer Acquisition Engine
Upcoming SlideShare
Loading in …5
×

Where is Paid Search Going in 2014?

2,394 views

Published on

Marketingland.Com Digital Summit Session #Smx #Ms10 - Looking Forward: What’S Next For Paid Search In 2014? Presentation By Wister Walcott @T_Wister Of Marin Software.

Watch the video of this presentation here:
http://marketingland.com/video-slideshow-whats-next-for-paid-search-marketing-80995

Published in: Marketing
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,394
On SlideShare
0
From Embeds
0
Number of Embeds
991
Actions
Shares
0
Downloads
61
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Imagine if you had to group your products together into adWords objects using boolean logic applied to your product feed
  • Fueled by keywords, search provides advertisers a wealth of data on consumer intention, but don’t tell marketers about who the consumer is or what a consumer is likely to purchase in the future. Keywords are very much in the “now.”
  • Results: Increased responsiveness to changes in conversion rates
  • https://investor.twitterinc.com/releasedetail.cfm?ReleaseID=823321 http://searchenginewatch.com/article/2326963/Social-Advertising-Revenues-Forecast-to-Grow-31-in-2014
  • When managed with Social = jointly managed in Marin
  • Implication: publisher tracking is not going to get you there
  • Where is Paid Search Going in 2014?

    1. 1. WHERE IS PAID SEARCH GOING IN 2014?
    2. 2. Key Online Ad Trends  The shift from keywords to audiences  Proliferation of channels  Multi-channel bidding and attribution  Valuing customers not transactions by accessing CRM data  Integrating and leveraging disparate sources of data
    3. 3. 4 Digital Advertising
    4. 4. Growing SERP Complexity Sitelinks Product Listing Ads Organic deep links Social Panel Call Extension
    5. 5. Current Trends: Mobile - By December 2015, mobile devices will account for 50% of all paid- search clicks (spending surpasses in 2017) - Average CTR is 3.7% (vs. 2.7 and 2.5 for tablets and desktops) - Tablet conversion rate surpassed desktops in 2013 Source: Marin Software, eMarketer (for mobile spend estimate)
    6. 6. Current Trends: PLAs - In 2013, retail advertisers increased spend on PLAs by nearly 300% - 1 out of 5 paid shopping clicks in 2013 was on a PLA (estimated 30%+ by end 2014) - In 2013, smartphone PLAs had a 33% higher CTR and 20% lower CPC than PLAs on desktop and tablets Source: Marin Software
    7. 7.  Streamline the setup of adWords for bidding and tracking products  Organize and group your product feed on existing columns  Leverage distinct feed values rather than defining boolean expressions  Reduces risk of products living in multiple groups  More feed-based formats coming soon! Shopping Campaigns
    8. 8. A Database of Intentions
    9. 9. Bidding on Keywords Can Only Take Us So Far Keyword Portfolio Cost related Returnrelated 1 2 3 4 5 6 high high
    10. 10. Emerging Trend: Audiences are the New Keywords
    11. 11. Boosting Bids Based on Audiences
    12. 12. 13 Lifetime Value Estimation Improves Responsiveness 1. What are the known attributes of an order? Eg Gender, product interest, location, new visitor y/n? 2. Looking back over time, which of those attributes most affect the value of that visitor? 3. Using historical data, build a lookup table based on key combinations of attributes 4. At time of order, assign a proxy value to each order based on its attributes Proxy value At time of order… Product Interest Isolated Repeat monthly
    13. 13. • Page-based, not keyword- based • Richer results pages • Carousel / mobile experiences 14 Changes for Natural Search / SEO
    14. 14. 15 Search Vs Social Growth $47.00 $51.60 $61.40 $9.00 $11.90 $14.90 $- $10.00 $20.00 $30.00 $40.00 $50.00 $60.00 $70.00 2013 2014 2015 Search Social  Paid search will continue to dwarf Social over the next two years (4X)  However, Social’s growth rate is expected to be 2X and 1.5X that of Search for 2014 and 2015, respectively
    15. 15. 16  Facebook, Twitter and LinkedIn dominate the Social Advertising market today – The market share split between the big three is 89%, 7% and 4% respectively. – Facebook has the highest CAGR at 4.763  There are an additional 200+ social networks, several of which will launch ads products – Instagram, Pintrest and Vine will likely launch advertising product this year – Asian Social networks RenRen, Sina Wiebo and Qzone launched advertising in 2013, and are becoming increasingly popular in this market Social Publishers Key Players in Social Advertising TODAY Other Global Social Networks to Watch
    16. 16. Current Trend: Search + Social • Search revenue/click is 36% higher when managed with Social • 74% of FB users access via a mobile device Source: Facebook, Marin Software
    17. 17.  Newsfeeds up 140% Y/Y, at 1/3 the CPA of right side  North America is 15% of users, nearly 50% of ad spend Newsfeeds Up Source: Facebook (geo distribution), Marin Software (newsfeed growth and perf.)
    18. 18. Emerging Trends: Cross-channel - 47% of revenue comes from purchases made in more than one day (Google) - 65% of revenue comes from purchases made in more than one step (Google) - Search Engines and Social Networks are the top two sources of used to research purchase decisions (eMarketer)
    19. 19. Marin’s Vision for Paid Search: Customer Acquisition Engine

    ×