The document discusses significant changes in search engine marketing (SEM) for 2017, highlighting the impact of eliminated converted clicks, changes in ad visuals, and the performance of expanded text ads. It emphasizes the importance of customer matching, audience targeting strategies, and the need for careful campaign segmentation based on device usage. Overall, adapting to these changes and focusing on audience engagement is crucial for success in the evolving SEM landscape.

1. #SMX #XXA @bigalittlea
A BRAVE NEW
WORLD:
ADJUSTING TO
SEM FOR 2017

2. #SMX #XXA @bigalittlea
HI! I’M AARON!
Lead team “NE-Not-NYC” @ Elite SEM.
I teach at Drexel & UVM.
This is me as a Peanuts character.*
*Yes I used this joke last year. So sue me.
@bigalittlea

3. #SMX #XXA @bigalittlea

4. #SMX #XXA @bigalittlea
BORN FROM ECOMMERCE

5. #SMX #XXA @bigalittlea#SMX #XXA @bigalittlea

6. #SMX #XXA @bigalittlea
WE DON’T HAVE
TO FREAK OUT!
...but sometimes we do anyway

7. #SMX #XXA @bigalittlea
SCORING THE
9 BIGGEST
CHANGES TO SEM
IN 2016

8. #SMX #XXA @bigalittlea
IMPACT
EFFORT
ETA’S
CONV
CLICKS
DBA
NEW
EXT
RIGHT
RAIL
LAST
CLICK
CUST
MATCH
ORDER
ID
DEMO

9. #SMX #XXA @bigalittlea
1: THE BACK END

10. #SMX #XXA @bigalittlea
CONVERTED CLICKS
RIP CONVERTED CLICKS

11. #SMX #XXA @bigalittlea
DEATH OF CONVERTED CLICKS
multiple pixels? can’t count individual users
cross device included by default – expect a
20% lift in “conversions” you already had
expect volatility throughout October
suspicious order behavior? i got a tip for you...

12. #SMX #XXA @bigalittlea
ORDER ID CAPTURE
map back conversion ID’s to CRM
identify new vs. returning customers
fraud orders & de-dupes
moderate effort, nice payback
learn more at bit.ly/idcapture

13. #SMX #XXA @bigalittlea
FULL “FUNNEL” ATTRIBUTION
bit.ly/smxattribution

14. #SMX #XXA @bigalittlea
2: THE VISUALS
#SMX #XXA @bigalittlea

15. #SMX #XXA @bigalittlea
PRICE EXTENSIONS
tend to show alone
10-30% of queries
flat CTR (vs. 10-30% lift with sitelinks)
NEVER get clicked (<5%)
low effort, low (if any) reward

16. #SMX #XXA @bigalittlea
BING THE COPYCAT
snippets, callouts and
images, oh my!
images on their
deathbed
no tangible lift from
snippets & callouts

17. #SMX #XXA @bigalittlea

18. #SMX #XXA @bigalittlea#SMX #XXA @bigalittlea

19. #SMX #XXA @bigalittlea#SMX #XXA @bigalittlea

20. #SMX #XXA @bigalittlea

21. #SMX #XXA @bigalittlea
SEE YA RIGHT RAIL
position 1-3 cpc’s unaffected, 3-4
up 22% & 4-5 up 15%
“other” conversion rates up 15%
position 5-8 ctr increased by 86%
in aggregate
total inventory flat, but position 4+
inventory down 50%

22. #SMX #XXA @bigalittlea#SMX #XXA @bigalittlea

23. #SMX #XXA @bigalittlea
SURPRISE WINNER?
#SMX #XXA @bigalittlea
BIT.LY/POSITION4

24. #SMX #XXA @bigalittlea#SMX #XXA @bigalittlea

25. #SMX #XXA @bigalittlea#SMX #XXA @bigalittlea
OMG!
THE DEADLINE IS COMING
THE DEADLINE IS COMING!

26. #SMX #XXA @bigalittlea#SMX #XXA @bigalittlea

27. #SMX #XXA @bigalittlea
EXPANDED TEXT AD DATASET 1
#SMX #XXA @bigalittlea
CTR increased 55%
CPC decreased 8%
CVR increased 6%
CPA decreased by 13%

28. #SMX #XXA @bigalittlea
EXPANDED TEXT AD DATASET 2
CTR decreased 17.5%
CPC increased 13%
CVR improved 6% (yay!)
CPA rose by 7%

29. #SMX #XXA @bigalittlea
EXPANDED TEXT AD DATASET 3
CTR increased 24% (that’s more like it)
CPC increased 13% (again??)
CVR decreased 36% (the hell?!)
CPA rose by 76%
#SMX #XXA @bigalittlea#SMX #XXA @bigalittlea

30. #SMX #XXA @bigalittlea
ETA WTH?!?!??
PROMO
HEAVY
NO
TESTING
NO
TESTING
BRAND
HEAVY
NON-BRAND
HEAVY
AVERAGE
CTR 115% -178% 24% 3% 55% -3%
CPC 7% 13% 13% -10% -8% 2%
CVR -8% 6% -36% -2% 6% 2%
CPA 16% 7% 76% -7% -13% flat

31. #SMX #XXA @bigalittlea
#1: STABLE CLIENTS STUNK

32. #SMX #XXA @bigalittlea

33. #SMX #XXA @bigalittlea
$3.00
$3.50
$4.00
$4.50
$5.00
$5.50
$6.00
$6.50
$7.00
$7.50
$8.00
10%
15%
20%
25%
CTR CPC

34. #SMX #XXA @bigalittlea
#2: WEIRD NUANCES
WE AREN’T USED TO

35. #SMX #XXA @bigalittlea
ETA URL NUANCES
signup.orkin.com/orkin/pph_pcb_tph_tsch.aspx
STANDARD ETA

36. #SMX #XXA @bigalittlea
#3: NO BIG WINS.
A FEW BIG LOSSES

37. #SMX #XXA @bigalittlea
MIGRATE TO ETA’S SLOWLY
DO NOT rip off the band aid –
rotate via campaign experiments
run ETA’s and standard ads
side by side – system serving
60/40 ETA’s on google.com, 80/20 for SP’s
test new fun stuff! paths, countdowns (no
longer ugly), headline CTA’s etc.

38. #SMX #XXA @bigalittlea
3: THE AUDIENCE
#SMX #XXA @bigalittlea

39. #SMX #XXA @bigalittlea
CUSTOMER MATCH
email meets remarketing... yay?
largest account had ~10% of queries affected
bad for customer acquisition (duh)
look-a-like leaves something to be desired
good for reactivation & seasonal buyers

40. #SMX #XXA @bigalittlea

41. #SMX #XXA @bigalittlea
BOUGHT 300-365 DAYS AGO
(we forget sometimes)
OPPOSITE SEX
(no presents for me!)
MID-HIGH HHI
(got money honey?)
EVERY. KEYWORD. EVER.

42. #SMX #XXA @bigalittlea
DEMO AND GENDER
following a theme of audience-
based targeting tools
just like hhi targeting, doesn’t
collect data until you enable
feature set
create segmented campaigns
with caution

43. #SMX #XXA @bigalittlea
DEMO AND GENDER

44. #SMX #XXA @bigalittlea
HHI TARGETING
(when targeting significant areas)
AGE – GENDER - PARENTAL
(beware the unknown)
REMARKETING & CUSTOMER
MATCH
(come here often?)

45. #SMX #XXA @bigalittlea
DEVICE WEALTH SCALE
8%
5%
6%
9%
7%
6%
12%
12%
10%
14%
14%
13%
19%
21%
19%
38%
41%
46%
COMPOOTERS
TABLETS
MOBILE
MOBILE SKEWS LOW INCOME. TABLETS FAVOR MID-RANGE

46. #SMX #XXA @bigalittlea
DEVICE AGE & GENDER
9%
22%
20%
12%
25%
25%
15%
19%
16%
22%
16%
16%
26%
10%
11%
17%
8%
11%
TABLETS
MOBILE
COMP
18-24 25-34 35-44 45-54 55-64 65+
MOBILE SKEWS YOUNG. TABLETS SKEW OLD. COMPUTERS FOR DUDES
69%
63%
56%
31%
37%
44%
Female Male

47. #SMX #XXA @bigalittlea
0 1 2 3 4 5 6 7 8 9 1011121314151617181920212223
COMPUTERS MOBILE TABLETS
DEVICE DEMAND CURVE
SUN MON TUE WED THU FRI SAT
NOBODY OWNS A HOME COMPUTER ANYMORE

48. #SMX #XXA @bigalittlea
DEVICE CONVERSION CURVE
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
0 1 2 3 4 5 6 7 8 9 1011121314151617181920212223
COMPUTERS MOBILE TABLETS
SUN MON TUE WED THU FRI SAT
MOBILE AND TABLET ARE STABLE. DESKTOP IS WACKY

49. #SMX #XXA @bigalittlea
DON’T KILL TABLETS

50. #SMX #XXA @bigalittlea
SHOULD YOU SEGMENT
CAMPAIGNS BY DEVICE?
I SURE WILL BE...

51. #SMX #XXA @bigalittlea
DBA AFTER EFFECTS
tablet cpc’s will plummet to the tune of 70%
computer cpc’s should lift by ~10%
create segmented campaigns with caution

52. #SMX #XXA @bigalittlea
CHANGE IS A GOOD THING
WHEN YOU’RE PREPARED

53. #SMX #XXA @bigalittlea
THE FUTURE?
ALL ABOUT PEOPLE.
#SMX #XXA @bigalittlea