In this presentation, Hanapin’s Account Managers Emma Franks and Mark Ferree team up to give you tips on how to adjust to the ever-changing PPC world, and how to use the new updates to your advantage.

1. 1
www.dublindesign.com
From Facebook to Quora:
8 Ad Updates
You Need Today
HOSTED BY:

2. Presenters
• Emma Franks
– Account Manager at Hanapin Marketing
– PPC Hero Blogger
– @akaEmmaLouise
Mark Ferree
– Account Manager at Hanapin Marketing
– PPC Hero Blogger
– @Hanapin

3. Who is Hanapin?
We increase market share for
businesses with multiple brands,
regions, products, and/or service lines.
www.hanapinmarketing.com/complex-businesses
Hanapin also produces PPC Hero and Hero Conf

4. Our Clients Include….

6. Join the Conversation
Include the hashtag #thinkppc in
your Twitter tweets.

7. Agenda
● General Data Protection Regulation (GDPR)
● AdWords: New Ad Grants Requirements
● AdWords: Responsive Search Ad Format Introduced
● YouTube: New Targeting and Bidding Options
● LinkedIn: Page-Hosted Video Ads Now Available
● Facebook: News Feed Algorithm Update
● Quora Ads: New Audiences and Conversion Reporting
● Bing Ads: Microsoft Audience Network for Native Ads

8. General Data
Protection Regulation
(GDPR)

9. GDPR and PPC
What it is:
● Personal Data can only be used with the express consent of the
consumer
● Consumers have a “right to be forgotten” and a right of “data portability”
● Safe and secure administrative record–keeping requirements
Why it’s important:
● Digital marketers (websites) must acquire consent from users within EU
● Precedent has now been established which may expand globally
● Impact could be seen down the road (remarketing, targeting criteria, etc)

10. GDPR and PPC
How to respond:
● Directly solicit the consent of website visitors for cookies
● Establish clear methods for removing cookies and data of users who
request
● Update privacy policies to reflect alignment with all relevant regulation
● Seek legal advice for specific instances to verify compliance
● Consult www.cookiechoices.org or search “GDPR” on PPCHero.com for
additional information

11. Google AdWords

12. Updated Ad Grants
Requirements
Policy Updates:
● Keywords can’t be overly generic; no Quality Scores lower than 2
● Keywords must be longer than one word, except for brand related keywords
● Campaigns must utilize only relevant Geo Targeting
● Campaigns must have a minimum of two Ad Groups
● Two active Ads in each Ad Group, with at least two Sitelink Extensions per Ad
● Account must maintain 5% CTR

13. Responsive Search Ads
Responsive Search Ad Details:
● Varying combinations of Headlines and Descriptions will be served with Google
optimizing around top performing Headline and Description combinations
● Advertisers upload up to 15 Headlines and 4 Descriptions for each ad
● Headlines can be pinned
● Larger than ETAs: Up to 3 Headlines & 90 character Descriptions

14. YouTube

15. YouTube Placements
New Video Offerings
TrueView for Action (YouTube) TrueView for Reach (YouTube) Outstream Ads (Video Partners)

16. YouTube Audiences & Bidding
Now available for YouTube Ads:
● Custom Intent Audiences
○ Based on Search data
● Target CPA bidding
○ Focus on driving leads and
sales

17. LinkedIn

18. LinkedIn Video Ads
LinkedIn Video Ads:
● Launched for all advertisers in April 2018
● Traffic, Video View, and Lead Form campaigns
● 3 Seconds to 30 Minutes long
● Autoplay Videos Ad, with no sound

19. Facebook

20. Facebook & Cambridge
Analytica
→ Controversy surrounding data privacy,
use of data, sharing with 3rd parties
→ Triggered congressional investigation,
along with several updates to Facebook
policies and ad targeting options
→ Impact seems minimal at the moment,
will take another social media giant to really
take Facebook off the scene
→ As always, diversification is best practice

21. Facebook News Feed Algorithm
What it is:
● Emphasis on helping individuals connect with each other
● Posts that spark engagement such as shares and comments receive
higher ranks than passive consumption posts (R.I.P. memes)
What it means:
● Users spend less time, are more engaged and have better
experience
● Reach of organic Page Posts continues to decline
What it DOESN’T mean:
● Facebook ads are dying

22. Quora Ads

23. New Audiences for Quora
New Audience Options:
● Website Retargeting, Lookalike, & List Match,
targeting options now available
● New options help:
○ Target people already in pipeline
○ Exclude people who are already customers
○ Target people who are similar to previous
customers

24. Conversion Reporting for Quora
Conversion Reporting Updates:
● Multiple Conversion events now available:
○ Generic Conversion, Purchase, Lead
Form, etc.
● View-through Attribution within Ads Manager
● Enhanced reporting dashboard featuring new
conversion metrics

25. Bing Ads

26. Microsoft Audience Network
● Ads served across the Microsoft Audience Network (MSN, Outlook, and Microsoft Edge)
● Two responsive ad formats (image-based and feed-based)
● Layer into Search campaigns or create new campaigns specific to Microsoft Audience Ads

27. Things to Remember

28. Takeaways
● GDPR: Update Privacy Policies; Implement Consent Notices
● AdWords Ad Grants: Keyword, Campaign, Ad, & Policy Updates
● AdWords Responsive Search Ads: Optimize Ads with Machine Learning
● YouTube Targeting and Bidding: Drive Conversions; Create RLSA Audiences
● LinkedIn Video Ads: Autoplay Ads available in Sponsored Content Campaigns
● Facebook News Feed: Watch Relevance Scores and Delivery Changes
● Quora Ads: Utilize New Audience Targeting Options & Conversion Metrics
● Bing Ads MSAN: Add to Search Campaigns or expand Display

29. Thank you for attending our webinar!
#thinkppc
Contact Hanapin Directly: marketing@hanapinmarketing.com
Hanapin Marketing | The Agency Behind PPC Hero and Hero Conf
Thank you!