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Major Trends in PPC / Paid Search. European Search Conference 2018

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Paid Search has evolved very strongly in the past few years after a long period of stability. Audience targeting, dynamic ads, product ads, automated bid optimisations, data feeds, competitive insights and more.

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Major Trends in PPC / Paid Search. European Search Conference 2018

  1. 1. MAJOR TRENDS IN 2018 Anders Hjorth European Search Conference 2018
  2. 2. 2 ANDERS HJORTH WHO AM I? A Digital Marketer with an opinion… and some data One of the first Google Advertising Professionals (2004) Native European, entrepreneur, consultant, speaker Veteran judge on the
  3. 3. 3 METHODOLOGY In-depth analysis of Award entries: Best PPC campaign (score >30 out of 40) Best use of Search vertical award winners Categorization of methodologies applied Definition of base line and outstanding practices 24 case studies from agencies in 5 countries analysed
  4. 4. 4 TYPES OF TRENDS
  5. 5. 5 STRATEGIES
  6. 6. 6 SEARCH STRATEGY 2008 Keyword expansion – 10 times more keywords Account structure and naming Separate brand, generic and product names Refresh ads and rotate 3 per group Negative keywords “GRANULARITY AND OPTIMISATION” ARE SIMPLY THE BASELINE IN 2018
  7. 7. OPTIMISATION ALONE JUST DOESN’T CUT IT
  8. 8. 8 USER JOURNEY AWARENESS CONSIDERATION PURCHASE
  9. 9. 9 AWARENESS CONSIDERATION PURCHASE STRATEGY TRENDS MAPPING CAMPAIGN TO USER JOURNEY BUILD UPPER FUNNEL AWARENESS THEN RETARGET INJECT 3RD PARTY DATA TO HIT CONTEXT & TIMING USE CRM TO BUILD CUSTOM & LOOKALIKE AUDIENCES
  10. 10. 10 CRM-BASED TWO-PHASE CAMPAIGNS AUDIENCES
  11. 11. 11 TACTICS Also… Landing page optimisation, Gmail campaigns, Ad testing, competitive research
  12. 12. 12 BUILDING 4 PERSONAS FOR OPTIMAL CHANNEL COHERENCE Bluerank created 4 Personas and 4 different styles of communication for their client. The personas were used on Fan Pages, for content marketing and for all the creatives. This enabled them to build the digital strategy in coherence with TV spots and amplify brand awareness in all media channels whilst targeting specific audiences simultaneously.
  13. 13. CHANNELS AMAZON GG SHOPPING ADWORDS GG DISPLAY & YOUTUBE BING FACEBOOK
  14. 14. 14 ARTIFICIAL INTELLIGENCE ARTIFICIAL INTELLIGENCE & MACHINE LEARNING QUALITY SCORE SMART BIDDING UNIVERSAL APP CAMPAIGNS OPTIMISE BY GOALS AI IS ALREADY PENETRATING THE WAY DIGITAL MARKETERS WORK
  15. 15. AUTOMATION FOR ALL REPORTING
  16. 16. 16 FUNCTIONALITIES
  17. 17. FUNCTIONALITIES THAT STAND OUT Auction insights Labelling Extensions Dynamic Ads Use of various forms of machine learning
  18. 18. 18 HACKS
  19. 19. HACKS NOT INCLUDED IN THE
  20. 20. 20 TAKEAWAYS
  21. 21. Thanks @soanders innovell.com Anders Hjorth CHECK INNOVELL.COM FOR NEW RESEARCH FOLLOW @SOANDERS TO BE NOTIFIED

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