Speaker: John Lee, Managing Partner at Clix Marketing | @john_a_lee

1. Paid Search: How to Hit a Moving
Target Without Losing Your Head
(or Your Wallet)

2. Managing Partner – Clix Marketing
Digital Advertising Geek
Emphasis on “Geek”
Writer:
Search Engine Watch, ClickZ, Clix Marketing
Blog, The SEM Post, Acquisio Blog, PPC Hero
Speaker:
SMX, SocialPro, HeroConf, SES / ClickZ Live, State
of Search, Acquisio User Summit, Bing Ads
Connect, Zenith Conference, Ticket Summit

3. 2016: A Banner Year for PPC Changes…

4. No More Right Hand Ads on Google!
Give credit where credit is due… Thanks Ginny Marvin! http://searchengineland.com/googles-
right-side-adpocalypse-really-happened-data-245011

5. Bing & Yahoo: The Breakup

6. The Oprah-tization of Campaign Features

7. Oh. My. Gawd. Did You See They Changed
the Ad Color In the SERPs?!?!?!?!?!?!?!?
http://adage.com/article/digital/google-green-officially-color-ad-tags/304538/

8. …And It’s Only June!

9. Google AdWords
Paid Search: How to Hit a Moving Target

10. Google’s All Like…
Red Pill? Blue Pill? As If We
Really Have a Choice…

11. Google AdWords: Right Side Ads
Desktop Search Results Altered to
Match Mobile & Tablet Experience
No More Right Side Ads
Total Number of Ads Went From 11
to a Max of 7
What Ensued?
Apocalyptic Proclamations That CPC
Would Spike and Ruin PPC Forever
Did That Happen?
In a Word: No

12. DATA – Right Side Ads Aftermath
1 MONTH AFTER GOOGLES CHANGE
Wordstream Reported Stable CPC’s
and CTR.
CPC Strategy Reported the Same.
Merkle/RKG Reported that the Impact
on Organic (SEO) Traffic Was Minimal.
Sources:
http://www.wordstream.com/blog/ws/2016/03/10/ta
keaways-from-serp-change
http://www.cpcstrategy.com/blog/2016/03/google-
right-side-ads-desktop/
http://www.rimmkaufman.com/blog/googles-right-
ads-removal-and-fourth-top-page-ad-deep-dive-data-
two-weeks/
LONGER VIEW WITH SAMPLE OF CLIX CLIENTS
5 months Before & After
Combined Ad Spend of $1.15m
Desktop Search Only (no mobile, tablet or shopping)
Average CTR Increased 11.61%
Average CPC Remained Flat within $0.03
Average Conversion Rate Increased 3.7%
B2B Only: CTR Jumped 12.8%!
E-Comm Only: CTR/CPC Remained Flat
Found That Hyper Competitive Verticals HAVE Seen
Big Spikes in CTR and Correlated Spike in CPC.

13. Google AdWords:
Expanded Text Ads
30 + 80 = 140
Just Like a Tweet.
Hmmm…

14. DATA – Google AdWords Expanded Text Ads
SaaS Marketing Automation Company
NON-BRAND
Ad Type CTR Avg. CPC Cost-per-Acquisition Conversion Rate
Expanded Text Ad 2.95% $ 5.80 $ 94.30 6.15%
Traditional Text Ad 1.37% $ 6.70 $ 65.28 10.27%
% difference 116.00% -13.49% 44.46% -40.12%
BRAND
Ad Type CTR Avg. CPC Cost-per-Acquisition Conversion Rate
Expanded Text Ad 6.67% $ 6.06 $ 87.93 6.89%
Traditional Text Ad 12.30% $ 5.55 $ 70.53 7.87%
% difference -45.80% 9.12% 24.68% -12.48%

15. Google AdWords: Ad Extensions
Structured Snippets
Newest Ad Extension on the Block
List Important Details About Your
Business, Product or Service

16. Google AdWords: Search Partners – RIP AOL
http://searchengineland.com/google-search-partner-network-friend-foe-241291

17. Google AdWords: Search Partners –
Maps Are a’Changin’
Ads on Google Maps Isn’t New
What is New?
Previously Part of Search Partners
Now Part of Core Search
Only Ads with Location Extensions
Will Show on Maps

18. Google AdWords:
Search Partners –
Shopping Ads on
Image Search
Image source: http://searchengineland.com/google-
shopping-image-search-local-inventory-buy-button-249647

19. Google AdWords: Mobile Bids Are Back Baby!
Or At Least They Will Be…
https://adwords.googleblog.com/2016/05/ads-and-analytics-innovations-for-a-mobile-first-world.html

20. Bing Ads
Paid Search: How to Hit a Moving Target

21. Bing’s All Like…
And More!

22. TheBreakupHas Started…ButThey’reStill Seeing EachOtherImage credit: Nordic Click
http://www.nordicclick.com/wp-content/uploads/2015/09/The-Complete-Guide-1024x535.jpg

23. Despite “The Breakup” Bing Search
Share Is Still Growing

24. Bing Ads: More
Ads in the SERP’s

25. Bing Ads: We Can Do Expanded Ads, Too!
Bing Ads Will Catch Up to Parody
with Google’s STILL BETA Expanded
Text Ad format.
Not Sure About You, But This Works
for Me!
http://advertise.bingads.microsoft.com/en-us/blog/50510/compatibility-
with-expanded-text-ads-is-coming-to-bing-ads

26. Bing Ads: More Extensions!
Parody with Google
Sitelinks, Location, Call, App
New: Callout & Review Extensions
Unique to Bing
Image Extensions
On the Horizon
Action Links
Video Extensions
Who Knows What They’ll Dream Up!?!

27. Bing Ads: Image Extensions
NOW NEAR FUTURE

28. Bing Ads: Syndicated Partner Network
Still Not Targeting the Syndicated Partner Network?
Isolate Targeting in Unique Ad Groups or Campaigns
Exclude Syndicated Partners That Are Irrelevant or Do Not Convert
Access High Quality Sources of Search Traffic – Such As…

29. Bing Ads: Syndicated Partners – Hello AOL!
AOL Search is Now a Part of Bing’s
Syndicated Partner Network
Yes. AOL Still Drives Traffic.

30. Bing Ads: Syndicated Partners – Big Names
Amazon
Includes Amazon Echo and Fire Devices
Powers Siri and Spotlight on iOS
Bing Ads Will Power Siri on Mac’s
…and Many More!
http://searchengineland.com/siri-comes-to-mac-251713

31. Bing Ads:
Native Ads
Not Exactly Search. But…
Image Extension is the Base Ad
Unit for Native Ads
Search Keywords and Perceived
Search Intent ARE YOUR
TARGETING for Native Ads

32. Bing Ads: Shopping Campaigns & Parody
Manage Bing Ads Shopping
Campaigns Exactly Like You Do
Google AdWords
Import AdWords Campaigns, Too
But, John – This Feature
Launched Mid-2015!
Yes. Yes It Did….

33. Bing Ads: The Mobile Traffic Concern
Same Campaign
Structure.
Shopping + Search.
Vastly Different
Device Mix.

34. Yahoo Gemini
Paid Search: How to Hit a Moving Target

35. Yahoo’s All Like…
I Think I Can!
I Think I Can!

36. Yahoo & PPC… A Brief History

37. Yahoo Gemini: Search Ads on
Mobile AND Desktop

38. DATA – Yahoo Gemini in the Search Mix
Yahoo Sites Have 12% of Search
Market Share
Bing Ads Still Serves the Lion’s
Share of Ad Impressions for Yahoo
Yahoo Gemini Search is Backfill
Inventory at This Point
Based on Sample of Clix Clients
0.8% to 2.5% (range)
Percentage of Clicks Directly Attributed
to Yahoo Gemini
0.85% to 4.7% (range)
Percentage of Conversions Directly
Attributed to Yahoo Gemini
E-Commerce Skews Low
B2B Skews High

39. Yahoo Gemini: Shopping Campaigns
We Hardly Knew Ye
Launched in 2015.
Sunset in Early 2016.
Is This the End of Shopping
Campaigns for Yahoo Gemini?
Doubt It!

40. Yahoo Gemini: Features
Keep Coming At Us
Custom Audiences
Search Retargeting (RLSA FTW!)
Layer Interest Targeting on Search
Custom Conversions
Sitelinks
Location and Device Bid Modifiers
Improved Reporting

41. Yahoo Gemini: Custom Audiences +
Native Ads = Winning
Despite Their Woes, Yahoo Has
Some of the Most Visited Web
Content in the World
It Used to Be Expensive to Get Ads
on Yahoo
Yahoo Gemini Native Ads Changed
the Game
Adding Custom Audiences and
Retargeting?
HELLZ YEAH!

42. What Does It All Mean?
Paid Search: How to Hit a Moving Target

43. Change Will Do
You Good!

44. Food for Thought
Digital Advertising Continues to Grow in Channels, Features and Spend
Paid Search is Often Treated as Yesterday’s News
Paid Search is As Active and Important As Ever
We Once Again Live in a World With 3 Primary PPC Advertising Platforms
Get Uses to It!
Competition Between Google, Bing and Yahoo is Driving Innovation
It’s a Fun Time to Be a PPC Manager!

45. Thank You!
Questions?
john@clixmarketing.com
@john_a_lee
www.clixmarketing.com