Sneak peek into my research about Major Trends in Paid Search.

1. MAJOR TRENDS IN
2018
Anders Hjorth
DigitalZone 2018

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, writer
Founder of Innovell – Digital Marketing Insights

3. 3
COMPLEXITY OF PAID SEARCH
keyword x ad x landing page
100 x 10 x 5 = 5000
keyword x ad & extensions x
landing page x devices x audiences
100 x 50 x 5 x 4 x 10 = 1 000 000

4. PAID SEARCH HAS
BECOME CONSIDERABLY
MORE COMPLEX

5. 5
FINAL
REPORT
DEEP
INSIGHTS
METHODOLOGY
Judging sessions
• European Search Awards
27 June 2018
• US Search Awards 17 Oct
• UK Search Awards 29 Nov
Desktop research &
Twitter monitoring
Expert interviews
• Daniel Gilbert
• Larry Kim
• Brad Geddes
• Samantha Noble
• David Szetela
• Jim Banks
• Purna Virji
• …
Survey of shortlisted entries
Invitations to top entry owners
Quantitative insights
In progress….
Register at
innovell.com/report-alert/
TREND
“EXPANSION”
TREND
DEFINITION
SEARCH
AWARDS

6. 6
TRENDS WE ARE LOOKING AT

7. 7
INDUSTRY FORCES
Certified
agencies
Long tail of
small agencies
Big 5
AI & In-house
Tech providers Freelance & Gigs
ADVERTISERS
MEDIA OWNERS
• Google
• Amazon
• Facebook
• Apple

8. 8
STAYING UP TO LEVEL
keywords x ad & extensions x landing page x
devices x audiences
100 x 50 x 5 x 4 x 10 = 1 000 000
Adwords didn’t change much for many years
Then came Facebook
And Adwords, now Google Ads, added targeting, changed the
interface, added machine learning
Today they constantly roll out new features
Then Amazon awoke
And the end of funnel suddenly moved deeper
into “shopping”, potentially changing the
search behaviour
And this story isn’t over…

9. 9
http://www.innovell.com
How do you
keep up with
the pace of
change in Paid
Search?

10. 10
http://www.innovell.com
How do you
manage
knowledge
sharing within
your team?

11. 11
DATA ACCESS & REGULATION
DATA
OWNERSHIP
TECHNICAL
BARRIERS
GDPR BRAND
SAFETY

12. ARTIFICIAL
INTELLIGENCE
& MACHINE LEARNING
AI is already penetrating the way
digital marketers work
SMART
BIDDING
EXTERNAL ML
TOOLS
QUALITY
SCORE
INMARKET
AUDIENCES

13. 13
STRATEGIES

14. 14
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

15. OPTIMISATION
ALONE JUST
DOESN’T CUT IT

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USER JOURNEY MAPPING
AWARENESS
CONSIDERATION
PURCHASE
MAPPING CAMPAIGN TO
USER JOURNEY

17. SEARCH & SHOPPING
AMAZON ADS =
10% OF GOOGLE
AFFECTING CONSUMER
BEHAVIOUR?!
GOOGLE SHOPPING = EAT
OTHER GG AD BUDGETS

18. 18
AWARENESS
PURCHASE
REAL LIFE CAMPAIGNS
HAVE 2 PHASES

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AUDIENCE-LED

20. 20
CAMPAIGN BLUEPRINT
CLIENTS
NEW
SIMILAR

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DATA DRIVEN
CLIENTS
NEW
USE CRM TO BUILD
CUSTOM & LOOKALIKE
AUDIENCES
INJECT 3RD PARTY
DATA TO HIT
CONTEXT & TIMING
3rd party
DATA
1st party
DATA

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DRIVE TO STORE
ONLINE OFFLINE
MULTI-LAYERED RADIUS
TARGETING
BEACONS
MAPS CAMPAIGNS
STORE VISITS
LOCATION EXTENSIONS

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TACTICS

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BUILDING PERSONAS
BUYER PERSONAS, CONSUMER SEGMENTS, CRM
CLUSTERS are all coming together under the idea of
the PERSONA.
Shared view of the customer, understand media
consumption and user journey, optimize and
synchronise communication channels directed to
the end user.
Require research, will help build a
homogeneous image across channels, ideal
for building Audience-led campaigns but
also for Content marketing and Paid Social
Why do we need personas?

25. 25
NEGATIVE AUDIENCES
Target Audience
Exclude my Fans
Campaign Audience
negative
neywords
... are like negative keywords
Targeted keywords
negative
keywords
my fans

26. 26
AUTOMATION
APIs
AUTOMATION
PROGRAMMING
DATA VOLUMES
ARTIFICIAL
INTELLIGENCE
MACHINE
LEARNING
RULES ALGORITHMS
CLOSED
SIMPLE COMPLEX
OPEN
THE INDUSTRIAL REVOLUTION WAS
BASED ON PROCESSES, TOOLS &
AUTOMATION
IN THE DIGITAL ERA, ISN’T THAT
SIMPLY THE WAY WE WORK?

27. AUTOMATION
FOR ALL
REPORTING

28. 28
FUNCTIONALITIES

29. FUNCTIONALITIES
THAT STAND OUT
Remarketing for Search (RLSA)
Store visits
Dynamic Search Ads
Demographics for Search Ads
Ad customization & extensions
In-market audiences

30. 30
FULL OVERVIEW

31. Thanks
@soanders innovell.com
Anders Hjorth
Please register:
innovell.com/report-alert/