Tom Jones, Head of Media at iCrossing, presentation from SES 2011 - PPC Beyond Search. Looking at today's PPC landscape; beyond the text ad; the importance of creativity and approaches & mindsets for success

1. PPC BEYOND SEARCH
AD FORMATS, CREATIVITY
AND MINDSETS FOR SUCCESS
Tom Jones
Head of Media, iCrossing
Tom.Jones@icrossing.co.uk

2. PPC BEYOND
SEARCH WHERE AM I GOING WITH THIS TODAY…
• Today s PPC landscape:
complexity & change
• Beyond the text ad: new
formats for success
• The importance of creativity
• Approaches & mindsets for
success

3. PPC BEYOND
SEARCH AN INCREASINGLY COMPLEX LANDSCAPE
AD FORMATS ADWORDS’ BEYOND
• Google Places DEVELOPMENT GOOGLE
• Mobile Ads • Search Funnels • Ubiquity of mobile
• Platform targeting • Campaign Experiments • Promoted tweets
• Ad Extensions • Adwords Automated Rules
• The emergence of
• Location • Enhanced CPC Facebook
• Product • Broad Match Modifier • Yahoo & Microsoft
• Site Links • New Adwords interface Search Alliance
• Phone • Adwords Call Metrics • Increasing
prominence of
• Sellar ratings DSPs
• Click to download ads
• Adwords Remarketing
• Comparison Ads

4. Ad Sitelinks have been stunning […] increasing
clickthrough rates, on average, by over 30%
- Google: Inside Adwords, Official Blog
(Well, they would say that, wouldn t they…)
Image credit: http://bit.ly/gpORYF

5. PPC BEYOND
SEARCH PAID SEARCH POLE POSITION

6. PPC BEYOND
SEARCH SITE LINK SUCCESS
SHORT STAY – LONG STAY
VALET – BUSINESS PARKING
TEST & REFINE
CREATIVE
LONG & SHORT STAY – BOOK ONLINE & SAVE
CLOSE TO TERMINALS – NO HIDDEN CHARGES

7. PPC BEYOND
SEARCH SITE LINK SUCCESS
TARGET REVENUE
GENERATION
Theatre Tickets Sale – Les Miserable Tickets
Book Cheap Hotels – Valentine’s Day Romantic hotels

8. PPC BEYOND
SEARCH SITE LINK SUCCESS
PROMOTE SPECIAL
OFFERS
LEGO Universe Sale – Now Only £7.49

9. PPC BEYOND
SEARCH THE ULTIMATE E-COMMERCE PPC LISTING

10. PPC BEYOND
SEARCH ONE STONE, MANY BIRDS…

11. PPC BEYOND
SEARCH BE CREDIBLE

12. PPC BEYOND
SEARCH ADOPT AN APPROACH & MINDSET FOR SUCCESS
mindset {noun}
A set of beliefs or way of thinking that
determines one s behaviour, attitude & outlook
Image credit: szeke@flickr
12

13. Using your creative licence
Thinking beyond the ad text
& the 95 character limit

14. THE MESSAGE
MATTERS
SPOT THE DIFFERENCE

15. BEYOND THE 95-
character LIMIT…
A NOT SO SUBTLE EFFECT
CTR%: 0.08% CTR%: 0.02%
Click to Conversion%: 1.73 Click to Conversion%: 10.5%
CPA: 1.64 CPA: 1.00
[CPA figures are indexed to protect client-sensitive data]

16. The willow which bends to the tempest often
escapes better than the oak which resists it
- Sir Walter Scott
Image credit: http://bit.ly/dHGGLL

17. DEFINE YOUR
PROVIDE A CASE FOR SUSTAINABLE INVESTMENT
BUSINESS MODEL
YOUR
STRATEGIES
BUSINESS & GOALS
HAVE TO BE
ALIGNED
PAID
MARKETING SEARCH

18. Paid Search Scapegoat?
Go back to first principles.

19. WHAT DID WE COVER? Tom Jones, Head of Media
• Leveraging new ad formats Call: +44 (0) 20 7821 2295
+44 (0) 7730 612 849
• Creative matters Email: tom.jones@icrossing.co.uk
• Build a business case Site: www.iCrossing.co.uk
• Go back to basics Blog: http://connect.icrossing.co.uk
Twitter: www.twitter.com/icrossing_uk