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What 17 Years And Spending £120 million
Taught Me About PPC/Paid Media/Social
Media/Display
There’s No Fool Like An Old Fool…
I Pity The Fool…
I Pity The Fool…
 Established in 2007
 3x Inc5000 recipient
 Based in Baltimore, Maryland
 Now Open For Business In UK
Focused on Drivi...
Please TMS (Tweet My Shit)
#sascon @jimbanks
Please Add Me On Linked In
https://uk.linkedin.com/in/jimbanks
◼ A Brief History Of Paid Search
◼ Current Actionable “Best Practise” Ideas
◼ A Look Into The Future
What We Are
Covering
PPC – c. 1999
teletrack
Unicorn Keyword
“Best Practise” for today’s PPC landscape
◼ Don’t be obvious – Don’t name your
Campaigns – “Top 10 keywords” unless
you are throwing your competition a
curve ball
◼...
@jimbanks #FOS16
◼ Don’t do something just because a
search engine tells you
◼ Dynamic Keyword Insertion (DKI) can
work…
◼ Always use dedic...
◼ Day Of Week
◼ Time Of Day
◼ Specific Device
◼ Context in the “moment”
◼ Competitive Landscape
• Find your ”teletrack”
◼ Always Be Testing Hypothesis
◼ Be Friendly With The Search Engines –
Get On Betas
◼ Be Prepared To Make Mistakes
◼ Set A...
◼ Extensions (Sitelinks, App, Call, Callout,
Image, Location, Review)
◼ Remarketing
◼ Analytics
◼ Tag Management
◼ Quality...
◼ The 7 P’s
• People
• Process
• Patience
• Product
• Price
• Place
• Promotion
WHAT
SHOULD YOU
FOCUS ON?
◼ Cross Device Tracking
◼ Virtual Reality
◼ Social Growth
◼ Bing Growth
◼ Google Market Share Dropping
THINGS FOR THE
FUTU...
Please contact me
jim.banks@spadesmedia.com
Tel : 07799 212871
@jimbanks or @UKSpadesMedia
What 17 Years & £120 million taught me about PPC
What 17 Years & £120 million taught me about PPC
What 17 Years & £120 million taught me about PPC
What 17 Years & £120 million taught me about PPC
What 17 Years & £120 million taught me about PPC
What 17 Years & £120 million taught me about PPC
What 17 Years & £120 million taught me about PPC
What 17 Years & £120 million taught me about PPC
What 17 Years & £120 million taught me about PPC
What 17 Years & £120 million taught me about PPC
What 17 Years & £120 million taught me about PPC
What 17 Years & £120 million taught me about PPC
What 17 Years & £120 million taught me about PPC
What 17 Years & £120 million taught me about PPC
What 17 Years & £120 million taught me about PPC
What 17 Years & £120 million taught me about PPC
What 17 Years & £120 million taught me about PPC
What 17 Years & £120 million taught me about PPC
What 17 Years & £120 million taught me about PPC
What 17 Years & £120 million taught me about PPC
What 17 Years & £120 million taught me about PPC
What 17 Years & £120 million taught me about PPC
What 17 Years & £120 million taught me about PPC
What 17 Years & £120 million taught me about PPC
What 17 Years & £120 million taught me about PPC
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I delivered a keynote presentation at SAScon in June 2016 and this is the powerpoint deck to accompany the video which can be found at - https://goo.gl/Cnqoze

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What 17 Years & £120 million taught me about PPC

  1. 1. What 17 Years And Spending £120 million Taught Me About PPC/Paid Media/Social Media/Display
  2. 2. There’s No Fool Like An Old Fool…
  3. 3. I Pity The Fool…
  4. 4. I Pity The Fool…
  5. 5.  Established in 2007  3x Inc5000 recipient  Based in Baltimore, Maryland  Now Open For Business In UK Focused on Driving Revenue for Mid Market Companies Through: • Analysis & Strategy • Branding & Creative • Website Development • Inbound Marketing • Conversion Rate Optimization • And, of course, Paid Media! About Groove
  6. 6. Please TMS (Tweet My Shit) #sascon @jimbanks
  7. 7. Please Add Me On Linked In https://uk.linkedin.com/in/jimbanks
  8. 8. ◼ A Brief History Of Paid Search ◼ Current Actionable “Best Practise” Ideas ◼ A Look Into The Future What We Are Covering
  9. 9. PPC – c. 1999
  10. 10. teletrack
  11. 11. Unicorn Keyword
  12. 12. “Best Practise” for today’s PPC landscape
  13. 13. ◼ Don’t be obvious – Don’t name your Campaigns – “Top 10 keywords” unless you are throwing your competition a curve ball ◼ Use the human factor – Man will win over machine, every time. ◼ Use labels to “group” your cool stuff, keep the campaign/adgroup structure in line with your site structure BE A NINJA
  14. 14. @jimbanks #FOS16
  15. 15. ◼ Don’t do something just because a search engine tells you ◼ Dynamic Keyword Insertion (DKI) can work… ◼ Always use dedicated PPC landing pages – Devoid of fluff ◼ Don’t just import Google to Bing and think you are done ZAG VS. ZIG
  16. 16. ◼ Day Of Week ◼ Time Of Day ◼ Specific Device ◼ Context in the “moment” ◼ Competitive Landscape • Find your ”teletrack”
  17. 17. ◼ Always Be Testing Hypothesis ◼ Be Friendly With The Search Engines – Get On Betas ◼ Be Prepared To Make Mistakes ◼ Set Aside ROI = 0% Budget For Tests TAKE RISK
  18. 18. ◼ Extensions (Sitelinks, App, Call, Callout, Image, Location, Review) ◼ Remarketing ◼ Analytics ◼ Tag Management ◼ Quality Score = User Experience ◼ Move With Your Audience TOP THINGS TO FOCUS ON
  19. 19. ◼ The 7 P’s • People • Process • Patience • Product • Price • Place • Promotion WHAT SHOULD YOU FOCUS ON?
  20. 20. ◼ Cross Device Tracking ◼ Virtual Reality ◼ Social Growth ◼ Bing Growth ◼ Google Market Share Dropping THINGS FOR THE FUTURE
  21. 21. Please contact me jim.banks@spadesmedia.com Tel : 07799 212871 @jimbanks or @UKSpadesMedia

I delivered a keynote presentation at SAScon in June 2016 and this is the powerpoint deck to accompany the video which can be found at - https://goo.gl/Cnqoze

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