PPC Beyond Adwords


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President of Protea Digital, Steven Kent, presented "PPC Beyond Adwords" at Search Exchange 2013 in Charlotte, NC. Flip through to learn about why Google may not be all it is cracked up to be, and some alternatives to Adwords.

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PPC Beyond Adwords

  1. 1. Steven Kent | Director | Protea Digital www.proteadigital.com Search Exchange 29 July 2013 PPC Beyond Adwords
  2. 2. Overview  Google, Online Adverting Market and User Interests  Current Alternatives  Mobile  Ten Tips  Q&A 2
  3. 3. Protea Digital  Founded 2009  Based in Chapel Hill, N.C.  Digital Marketing for Medium-Sized Businesses  Mainly PPC, also social and content development  Clients in ecommerce, software, finance, education and non-profit 3
  4. 4. Why is Search So Key? “What are you searching for?” 4 The power of intent: It works.
  5. 5. Biggest problem: Rising Costs Why? More competition. Great for Google, but not for small and medium-sized businesses 5
  6. 6. What is the most expensive keyword? Guess… 6
  7. 7. 5 most expensive words in Adwords 1. Insurance 2. Loans 3. Mortgage 4. Attorney 5. Credit Source: http://www.wordstream.com/articles/most-expensive-keywords 7
  8. 8. Is it a monopoly? Percentage of Search in the United States 66% Source: http://searchenginewatch.com/article/2275863/Google-Bing-Both-Win-More-Search-Market-Share 8
  9. 9. The Network Effect The audience continues to be there because Google continue to invest. Other search engines don’t have the revenue to buy the technology or the brand. You buy ads on Google because that’s where the audience is. 9
  10. 10. Interests of Google v. Advertisers However: SMBs are the enterprises of the future - So, is Google ‘eating its own young’? Like any business, make as much revenue as possible. But, they have the monopoly power to do so. > This means: they can charge as much as possible. So CPC has risen. This is fine for enterprise… But what about SMBs? (92% spend less than $10k p.m.) Crowded out 10
  11. 11. User-unfriendly behavior? Revenue first means…. Revenue before user experience e.g. Keyword creep 11 97% of Google revenue is Adwords
  12. 12. Case Study: Keyword Creep Client: Online fair-trade clothes retailer Broad match is defined by Google as: ” a keyword trigger to show whenever someone searches for that phrase…or related searches, and other relevant variations” Keyword: fair trade clothing Keyword Stream Examples: clothing show nyc ethical shoes popel tree free trade clothing 12
  13. 13. Case Study: Enhanced Campaigns Are enhanced campaigns just a way to raise revenue? Client Example: luxury sheet ecommerce only retailer. Did costs go up? 13
  14. 14. Case Study: Enhanced Campaigns No difference in before vs. after enhanced campaign cost. 14
  15. 15. Controversial – other examples Broader and broader matching Lots of low quality sites in GDN Enhanced Campaigns Starting to have own content (e.g. calculator, weather, timer) Google + results above Twitter Privacy – cookies etc 15
  16. 16. You’re not all bad, Google…. Large market made accessible Technology is amazing They do innovate 16
  17. 17. What do to?  Better run campaigns  Go beyond using Bing and Facebook  Search “v1.9” – retargeting, ad exchanges  Test, Test, Test (real estate has location, we have testing)  Integrate with other channels – social (e.g. Facebook Ads) and content (e.g. push users to an article or whitepaper) 17
  18. 18. PPC Alternatives Other Search Engines Social Networking Search v1.9 18
  19. 19. Leading Other Search Engine: Bing Working on it:  Estimated $5 billion per year  Ballmer: “I’m going to [explicative] kill Google”  Qi Lu – “Sleep is for the lazy” DuckDuckGo.com 18% - June 2013 15% - 2012 14% - 2011 Source: http://beta.fool.com/robertbaillieul/2013/07 /25/why-bing-will-keep-gaining-market- share/41112/ 19
  20. 20. A dark horse: 20 “We believe the odds of __________ developing a search engine in the next five years are 70%” -Leading industry analyst, Gene Munster of Piper Jaffray
  21. 21. Apple 21
  22. 22. Social Networks: Case Study FB 21% of client revenue comes from Facebook 22
  23. 23. Speaking of Facebook 20% of divorce fillings in the U.S. now contain the word ‘Facebook’ Source: http://abcnews.go.com/Technology/facebook-relationship- status/story?id=16406245#.UCR5yGyoGic 23
  24. 24. PPC Ads - Not Search….Yet Facebook Search ‘social graph’ They’ve said ‘not web search’… Assertion: But surely they want the web to be Facebook + your friend’s preferences. 24
  25. 25. PPC Ads - Not Search….Yet Twitter You can now advertise by search keyword Twitter retargeting just been made available 25
  26. 26. Speaking of Twitter – Most Retweeted 26 Justin Bieber ? President Obama or
  27. 27. Speaking of Twitter – Most Retweeted 27
  28. 28. Social Signals Layer Social Signals – what do my friends think is the most relevant answer to my search? User intent Web Results 28
  29. 29. Convergence The future Follow friends on Google Searching on Facebook ‘Search Engine’ -> Both Search and social <- ‘Social Network’ 29 Google Facebook
  30. 30. Walled Gardens – The Four Horseman Facebook 30 Google Apple Amazon
  31. 31. PPC v1.9 Display Retargeting e.g. 31 Search Retargeting e.g.
  32. 32. PPC v1.9 – Trading intent information Real-Time-Bidding Ad Exchanges 32 Almost like a stock exchange for buyer intention.
  33. 33. The Mobile Monetization Challenge Simply that the screen is smaller. So people are harder to advertise to . Some say the solution is ‘native advertising’ i.e. ads that are the ‘same’ as content  E.g. Buzzfeed  Ads are same look and feel as editorial content 33
  34. 34. P.S. Mobile is a second device 34
  35. 35. Top Ten Tips from the Trenches 6. Use content on your site and PPC together 7. Landing pages matter (where ever visitors come come from) 8. Use native advertising 9. Use PLAs 10. Remember conversions, not just clicks 1. Improve your Adwords with daily management (don’t ‘spray and pray’) 2. Test, Test, Test 3. Retargeting everywhere (eg. FBX) 4. Google has search retargeting 5. Mobile is not for everyone, and that is ok (though especially good for local) 35
  36. 36. Q & A - Thank you  Feel free to contact me:  Steven Kent – spkent@proteadigital.com  www.stevenkent.co  Twitter - @stevekent21  www.proteadigital.com/resources 36