From Click Consult's Benchmark Search Conference 2017, The Bridgewater Hall, 21st September. Presented by David Karellen, Head of Paid Search, Click Consult.
All in one dashboard saves you from logging into all different Ad platforms (social, search, display) for updates on campaign performance.
rtb-media.me
Building Enterprise Brands Using SearchReprise Media
Joint presentation from Microsoft and Reprise Media on the use of search marketing to build a brand for an enterprise-level company. Originally presented Sept 24, 2008 at the Advertising Age Digital Bites Breakfast (part of Advertising Week)
Are Data and Creativity forming a nice couple? Do they have a happy or unhappy marriage? For any answers, please follow the presentation of George Frangakis, Managing Director Forestview, from AllThingsPerformance event in Athens.
Google Shopping is one of the most talked about AdWords features at the moment but if you don't know what you are doing, you can waste a lot of budget and not get the ROI you were expecting.
In this presentation from BrightonSEO in 2015, you will find lots of tips and advice for making the most out of this platform and really competing in this competitive space.
Digital Journey- Case Study by EZ Rankings | Where we covered all aspect of D...Mansi Rana
Its a journey where we helped our client establish themselves as a brand. This includes our challenges, goals & results we achieved for them. Feel Free to review & share your thoughts on the same.
All in one dashboard saves you from logging into all different Ad platforms (social, search, display) for updates on campaign performance.
rtb-media.me
Building Enterprise Brands Using SearchReprise Media
Joint presentation from Microsoft and Reprise Media on the use of search marketing to build a brand for an enterprise-level company. Originally presented Sept 24, 2008 at the Advertising Age Digital Bites Breakfast (part of Advertising Week)
Are Data and Creativity forming a nice couple? Do they have a happy or unhappy marriage? For any answers, please follow the presentation of George Frangakis, Managing Director Forestview, from AllThingsPerformance event in Athens.
Google Shopping is one of the most talked about AdWords features at the moment but if you don't know what you are doing, you can waste a lot of budget and not get the ROI you were expecting.
In this presentation from BrightonSEO in 2015, you will find lots of tips and advice for making the most out of this platform and really competing in this competitive space.
Digital Journey- Case Study by EZ Rankings | Where we covered all aspect of D...Mansi Rana
Its a journey where we helped our client establish themselves as a brand. This includes our challenges, goals & results we achieved for them. Feel Free to review & share your thoughts on the same.
Enablr stands as a CLM platform it enables to create rich content for the pharma industry and can be accessed remotely adding multiple users distributing to their sales team.
Email Marketing is one of the cheapest and most reliable marketing solution on the Internet today.
Most companies rely on Email Marketing techniques to generate leads / sales of their products and services
How to compete in the world of Google ShoppingSamantha Noble
Google Shopping is a very lucrative advertising platform if it is done correctly. In this presentation I will share with you some of the latest features available to advertisers and what you can do to maximise your ROI from campaigns.
Narrowing Down Dynamic Creative and Multi-Variate Optimization with PointRollMichael Zarcone
More and more marketers are realizing Dynamic Creative Optimization (DCO) is not just an option, but a necessity in their digital marketing plans. Why? Because dynamic creative optimization allows marketers to put the right message in front of the right consumer. By tailoring your campaign’s messaging and creative to a specific target audience, everything from your creative build to your media buy becomes that much smarter and more focused around campaign’s key performance objectives.
In this 30 minute webinar you’ll gain a clear understanding of how PointRoll enables you to make your campaigns more effective across all placements and devices
Tech Talk with Quantcast: Meeting the Demands of Brands Digiday
As brand budgets transition from TV to digital, audience guarantees and validation are becoming more commonplace. In a world where brands are seeking greater accountability, publishers must deliver in-target audiences with great efficiency and accuracy – using fewer impressions to reach a brand's target means overall inventory can be better monetized. With the availability of data and innovations in targeting, publishers now have a wealth of options to meet campaign needs. In this session we'll explore the ways in which publishers can take advantage of audience data to help meet guarantees and garner exceptional yield.
Postup - Growing Revenue with Content Walls, Registration and NewslettersMediaPost
In this presentation, Tony D'Anna from PostUp will unpack the strategy of paywalls, showing how to move beyond a one-size fits approach, and the strategic role of email signup in driving premium subscriptions and user lifetime value.
In today’s marketing ecosystem, consumer attention is fleeting. Publishers need to provide advertisers with the tools to successfully reach consumers with highly personal, highly relevant content. This requires a balance between art and science with data at the forefront of success. By activating real-time insights with cross-channel marketing data, publishers can help build more compelling advertising in an era where ‘quality over quantity’ has never been more critical.
Learn Powerful PPC Tactics that Get You Leads
In this presentation, you will learn in detail, 10 tactics you can use to craft a winning PPC strategy that gets results!
Tactic #1: Remarketing
Tactic #2: Provide Opportunities for Soft Conversions
Tactic #3: Attribution Modeling
Tactic #4: Measuring Phone Call Conversions
Tactic #5: Interaction Mining
Tactic #6: Targeting Local Customers Everywhere
Tactic #7: Bid Modifiers
Tactic #8: Device Segmentation
Tactic #9: AdWords Shared Library
Tactic #10: User Engagement Optimization
AUBG Lecture - Data & Analytics - Importance of data.pptxYasen4
Lecture at the American University in Bulgaria talking about the concept of the T-shaped marketer and the importance of data in making informed decisions.
Enablr stands as a CLM platform it enables to create rich content for the pharma industry and can be accessed remotely adding multiple users distributing to their sales team.
Email Marketing is one of the cheapest and most reliable marketing solution on the Internet today.
Most companies rely on Email Marketing techniques to generate leads / sales of their products and services
How to compete in the world of Google ShoppingSamantha Noble
Google Shopping is a very lucrative advertising platform if it is done correctly. In this presentation I will share with you some of the latest features available to advertisers and what you can do to maximise your ROI from campaigns.
Narrowing Down Dynamic Creative and Multi-Variate Optimization with PointRollMichael Zarcone
More and more marketers are realizing Dynamic Creative Optimization (DCO) is not just an option, but a necessity in their digital marketing plans. Why? Because dynamic creative optimization allows marketers to put the right message in front of the right consumer. By tailoring your campaign’s messaging and creative to a specific target audience, everything from your creative build to your media buy becomes that much smarter and more focused around campaign’s key performance objectives.
In this 30 minute webinar you’ll gain a clear understanding of how PointRoll enables you to make your campaigns more effective across all placements and devices
Tech Talk with Quantcast: Meeting the Demands of Brands Digiday
As brand budgets transition from TV to digital, audience guarantees and validation are becoming more commonplace. In a world where brands are seeking greater accountability, publishers must deliver in-target audiences with great efficiency and accuracy – using fewer impressions to reach a brand's target means overall inventory can be better monetized. With the availability of data and innovations in targeting, publishers now have a wealth of options to meet campaign needs. In this session we'll explore the ways in which publishers can take advantage of audience data to help meet guarantees and garner exceptional yield.
Postup - Growing Revenue with Content Walls, Registration and NewslettersMediaPost
In this presentation, Tony D'Anna from PostUp will unpack the strategy of paywalls, showing how to move beyond a one-size fits approach, and the strategic role of email signup in driving premium subscriptions and user lifetime value.
In today’s marketing ecosystem, consumer attention is fleeting. Publishers need to provide advertisers with the tools to successfully reach consumers with highly personal, highly relevant content. This requires a balance between art and science with data at the forefront of success. By activating real-time insights with cross-channel marketing data, publishers can help build more compelling advertising in an era where ‘quality over quantity’ has never been more critical.
Learn Powerful PPC Tactics that Get You Leads
In this presentation, you will learn in detail, 10 tactics you can use to craft a winning PPC strategy that gets results!
Tactic #1: Remarketing
Tactic #2: Provide Opportunities for Soft Conversions
Tactic #3: Attribution Modeling
Tactic #4: Measuring Phone Call Conversions
Tactic #5: Interaction Mining
Tactic #6: Targeting Local Customers Everywhere
Tactic #7: Bid Modifiers
Tactic #8: Device Segmentation
Tactic #9: AdWords Shared Library
Tactic #10: User Engagement Optimization
AUBG Lecture - Data & Analytics - Importance of data.pptxYasen4
Lecture at the American University in Bulgaria talking about the concept of the T-shaped marketer and the importance of data in making informed decisions.
Optimizing Your Facebook Dynamic Ads to Maximize ConversionsTinuiti
If you’re looking to utilize Facebook advertising to hit record-breaking holiday profits – Join CPC Strategy, AdEspresso & AddShoppers for THE 2016 Facebook Advertising Summit of the year.
Zoe O'Neil of ClickThrough Marketing reviews the latest innovations in Google AdWords explaining the techniques you should audit to get the best ROI from AdWords in 2016.
Search Marketing in a B2B World - PPC and SEOMagnus Nilsson
Slides from my presentation held at SEM Konferansen in Oslo 2010. The session explored the major challenges facing B2B SEM, which makes it different to running a B2C campaign.
This presentation walks you through the basics of the Google Display Network, including how targeting works, and why you might want to select display over search.
Victoria's 2019 Benchmark talk focused on the growth of blockchain and it's impact on the digital environment. The talks covers blockchain basics, challenges and predictions for the future.
Arnoldo Cabrera, Global Digital Optimisation Manager, IKEA.
Arnoldo discusses the SEO strategy implemented across 30 international eCommerce markets for IKEA.
John Warner, Senior Content & Marketing Executive, Click Consult
In the new age of machine learning, John Warner walks through Google's latest patents and what this means for the future of sustainable SEO strategy.
Richard Wallis, Founder, Data Liberate
In this comprehensive talk, Richard provides insight into the semantic web and what it takes to become a success within Google Knowledge Graph.
Omi Sido, Senior Technical SEO, Canon Europe
Omi explains throughout his presentation how to best utilise Data Studio to present and visualize data. The talk provides a comprehensive overview of which data sources can be used and how this data can be pulled into bespoke report templates, fit for purpose, and for your business.
Nick Wilsdon, Search Product Owner, Vodafone
Nick walks through the endless possibilities when it comes to SEO reporting via Google's Data Studio. This talk covers how to automate your SEO reporting by pulling data from multiple sources.
Martin Williams, SEO Manager, AO.com
Martin discusses how 4 'failures' helped AO.com get stronger and increase the visiblility and importance of SEO within the company.
Lukasz Zelezny, SEO Consultant
Lukasz walks through his top tips and tactics for implementing a successful organic search (SEO) campaign and how best to utilise content marketing to support your efforts.
Joshua Hardwick, Head of Content, Ahrefs
Joshua walks through how to implement a link acquisition campaign (without spamming!) using a mixture of handy tips and best use of industry-leading software.
Ellie England, Sales Director, Microsoft Advertising.
Ellie walks through the benefits of inclusive marketing in relation to innovation, removing barriers and how it can be used to help marketing activities resonate with target audiences.
Dane Brookes, Head of Digital at Liverpool ONE discusses how Liverpool ONE's recent content marketing campaign increased footfall, first time visitors and overall sales.
From Click Consult's Benchmark Search Conference 2018, Hilton Manchester Deansgate, 5th September. Presented by Bas van den Beld, Digital Marketing Strategist, State of Digital
From Click Consult's Benchmark Search Conference 2018, Hilton Manchester Deansgate, 5th September. Presented by Nick Wilsdon, Search Product Owner, Vodafone.
From Click Consult's Benchmark Search Conference 2018, Hilton Manchester Deansgate, 5th September. Presented by Omi Sido, Senior Technical SEO, Canon Europe.
From Click Consult's Benchmark Search Conference 2018, Hilton Manchester Deansgate, 5th September. Presented by Presented by Kristal Ireland, Head of Ecommerce and Retail Technology, London North Eastern Railway.
From Click Consult's Benchmark Search Conference 2018, Hilton Manchester Deansgate, 5th September. Presented by Dave Karellen, Head of Paid Search, Click Consult
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
4. Daily Performance Fluctuations per Device
www.click.co.uk
The static top level performance masks the large opportunities seen
from device segmentation
Profit
Hour of Day
Profit
Hour of Day
5. Making The Data Actionable
www.click.co.uk
Creating Device Specific Campaigns Allows You To Action These Trends
Profit
Hour of Day
Profit
Hour of Day
Profit
Hour of Day
Profit
Hour of Day
6. Demographic Performance Fluctuations per Device
www.click.co.uk
Again, the important trends lie just below the surface
Profit
Customer Age
Profit
Customer Age
7. Making The Data Actionable
www.click.co.uk
Data analysis is about common sense and understanding consumer behaviour
Profit
Customer Age
9. Screen Resolution
www.click.co.uk
Apply bid adjustments based on the differences in screen resolution
3.2%
C. Rate
1.4%
C. Rate
2.8%
C. Rate
Apply positive
bid adjuster
Apply negative
bid adjuster
23. Day Parting Ad Customisers
www.click.co.uk
Creativity turns relevancy into personalisation without crossing that boundary into
consumer’s feelings of privacy invasion
28. Recap
1. Apply common sense to find actionable trends
2. Split campaigns by device to leverage different trends
3. Add in Google Analytics data segments as RLSA audiences
4. Test big with AdWords Experiments- test strategies, not keywords.
5. Be creative whenever possible in ad copy to stand out
6. Use data feeds to create ad customisers rather than focussing on IF statements for scalability
7. Personalise ads with signals from location, time, device, and audience
8. Make use of your own business data to help personalise ad copy
9. Keep looking for new ways to apply data analysis and creativity skills to the changing Paid Search landscape.
www.click.co.uk
29. Thank You
Dave Karellen Head of Paid Search
Email david.karellen@click.co.uk
Website www.click.co.uk
Any Questions?
Editor's Notes
Hello Manchester! I’m Dave Karellen, Head of Paid Search at Click Consult.
Today we’re going to be talking about the evolution of Paid Search, and what it takes to make your account a success in 2017.
I’m going to touch on a number of new areas and perhaps fresh ways of looking at others, and hopefully give you some tips and techniques that you’ll be able to take home and use to take your accounts to the next level.
Paid Search has come a very long way since the concept began, and the speed at which the landscape is changing is only increasing too.
However, despite all this change there have always been core skills that have stayed at the heart of Paid Search.
Paid Search is unique in it’s ability to require a mix of left and right brain skills, which also makes recruiting the best staff a challenge.
While the techniques have changed over time, these core skills have stayed as important as ever, and are roughly broken down into two skill areas:
On the left side of the brain is Data - essentially how to look for the right data, how to interpret it and action it, and then knowing how to correctly test and refine as you optimise.
On the right side of the brain is the Creativity skill- At the end of the day, this is advertising, and while we may overall be more ‘math men’ than ‘mad men’, a creative spark can have impacts on click through rate which no amount of data analysis can provide.
So today, we’re going to be looking at how these two skills have remained absolutely crucial to PPC, despite the ways in which we leverage these skills having changed considerably.
So let’s dive right in and look first at data.
There are two main focusses on data we’ll look at today, these are firstly finding the correct data to analyse, and then the subsequent testing.
So, to look first at choosing which data to use and how to identify the correct trends so we can act on this accordingly.
One of the actionable trends can be hourly performance changes, actionable due to day parting bid modifiers.
But a lot of the time, the trends are not immediately apparent, and often the important trends lie just below the surface and you have to know where to look to find them.
<ad lib>
As with all trends, they are pointless unless you can action them.
Since tablet and desktop bid adjustments were introduced last year, you are able to effectively create device specific campaigns, which haven’t been possible since the days before enhanced campaigns.
This is achieved by using -100% modifiers on tablet and mobile for a desktop only campaign, and so on.
<ad lib>
Of course millennials will be more prepared to to use phones to complete a transaction than the older generations, it’s common sense!
You see, many people think data analysis is all about being extremely technically minded, in fact it’s all about common sense.
In this age of of big data, there are thousands of trends that can be examined, but it takes common sense to realise which of these will actually be useful, and which to analyse in detail.
Of course people are going to use different devices differently, it’s very basic consumer behaviour.
Data analysis is much more about tapping into the customer behaviour.
More common sense data analysis can arise when you look at leveraging audience segments in Google Analytics.
These audience segments can be used to set RLSA bid adjustments in AdWords, again insights are only important if you can put them into action.
So if we find an audience segment we don’t like the look of with a poor conversion rate, we can exclude or reduce our Paid Search competitiveness when these audiences return.
Conversely, if there’s a high value audience we identify, then we can increase our competitiveness for these visitors.
But there’s thousands of data segments in Google Analytics! How will you possibly know which ones to examine and prioritise?
Many at this point would feel the only way forward is to place everything in the hands of fully automated enterprise level tools, but this isn’t possible for smaller advertisers.
Instead, it again boils down to common sense, and realising that it’s consumer behaviour behind the numbers.
<ad lib>
Not every advertiser can afford enterprise level bid automation software, and so these techniques help bridge the gap for these advertisers by ensuring that they optimise beyond keyword level bidding.
So while the data landscape might have broadened, the core concept hasn’t changed, the challenge has always been knowing where to look for the overall trends, deciding how to act on them is the easy part.
With thousands of factors to consider, it’s important to not become overwhelmed and instead focus on understanding the audience behind the numbers to decide where makes sense to look.
So once we’ve identified which data trends to act upon, the question has always been exactly how we act on them, whether it’s the keyword bids we’ve always had to deal with, or new audience segments.
The truth is that there is never a universally correct answer, and the only way to find out is by testing.
A/B testing has always been the gold standard for Paid Search, and all advertisers worth their salt have been using this for years with ad copy and landing page testing.
But until recently, it’s been difficult to achieve true A/B tests on scale for keyword bidding.
You could set up an old style AdWords Experiment, but these were quite restrictive in scalability.
You may have been able to easily set up the odd test of top keywords with two different bids in an A/B test to judge which worked best, but this was the furthest most would be prepared to take this.
However, with the advent of draft and experiment campaigns, this has opened for the doors for testing en masse.
Rather than just testing individual keywords with different bids, we should be thinking bigger.
Instead, start thinking about A/B testing your entire strategies to see which works best.
Say you’re torn between two different bid strategies, one which tries to set bids based on focussing on the conversion rate, and calculating what the max CPC should be to result in the target CPA being satisfied at current conversion rate, and another which looks at the deviation between current CPA and target CPA, and makes adjustments to the bid based on the size of the discrepancy.
You can perform the two different bid optimisations upon the campaigns, and then with the two new sets of bids, set them up against each other as an experiment to judge which one best improves the bottom line.
One of the biggest issues with testing single keywords is that the bigger picture doesn’t get considered, traffic could simply migrate to other keywords if bids are too low, however, large scale tests can pave the way for ambitious changes to your account that previously advertisers have been too scared to attempt.
This also allows us to put to the test some of the more interesting questions, such as should I rely on my manual bidding strategies, or instead make the move to an automated bid strategy, be that built into Google’s bid strategies in AdWords, or even enterprise level bid management software.
<ad lib on ‘it’s what makes sense for YOUR account’>
Now, let’s move from data to the right brain skill- creativity.
Now creativity has always been at the heart of Paid Search.
You can analyse trends forever, but if you don’t have a compelling ad copy to attract customers then you will only fail.
For PPC, creativity is all about the art of catching people’s eye.
<ad lib>
In the old days, you had to make do with very little ad space to get your message across, and as relevancy has to be satisfied above all else, there left very little room for any creative tests.
Today, we don’t have any problems with a lack of ad space, instead, we are faced with more ad space characters than most know what to do with.
Expanded text ads coupled with the wide array of ad extensions are the greatest gifts online advertisers have been afforded in recent years, but rather than embrace the change, the majority are paralysed by the choices available after spending so long making do with a limiting space.
The answer for me at least is simple, this extra space is the perfect platform to give creativity in ads the centre stage it’s always deserved.
Relevancy, call to actions, and descriptive text can all easily be satisfied within the ad space with enough left over for more than a sprinkle of creativity.
Then the question, is why so many advertisers have still neglected this fundamental ingredient to PPC. The only acceptable answer would be a lack of quick scalability.
<ad lib>
The solution to this scalability problem is to leverage one of what is in my opinion, the most undervalued update in Google’s recent releases.
These are the ad customisers within the business data section of AdWords. These allow you to leverage signals such as time of day, audience, device, and location to dynamically insert elements into your ad copy, without having to create multiple ads and diluting your data.
<ad lib>
Many advertisers instead focussed on the coinciding release of the IF statements.
<ad lib>
<ad lib>
<ad lib>
<ad lib>
Creativity turns relevancy into personalisation without crossing that boundary into consumer’s feelings of privacy invasion.
None of these examples are saying “hello John, 34, why not buy some jewellery for your wife Janine, 32 today?”
It is simply acknowledging the different factors, even if a user were to think to themselves, ‘hey maybe this ad has been personalised based on the fact it’s late at night”, that doesn’t make them feel as though their privacy has been invaded, it isn’t designed to increase feelings of being personally followed on the web.
<ad lib>
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Personalisation is the new playground for creativity, and leveraging this is key to ongoing success.
While creativity has always been a core skill of PPC, it is only today that we can really harness it effectively. Personalisation allows us to mass produce creativity and overcome the scalability issues.
So, to sum up, while the specific techniques used will constantly evolve with time, if you maintain those two skills sets around data analysis and creativity and keep thinking about how best to adapt them to the changing landscape, that should set you all up for anything the future of Paid Search throws at you.
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Thank you everyone, I hope you’ve found this useful above all else.
I’m looking forward to seeing your tweets on creative joke book ads, and I’d love to hear any questions you may have.
Thank you.