My presentation for SMX London 2019

1. @soanders
tweeting while
I present

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The WHO slide
ANDERS HJORTH
1997 – SEO
2004 – GAP
2006 – FUNDING
2008 – EXIT 1
2011 – BUY BACK
2016 – EXIT 2
2018 – INNOVELL

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What’s new What’s crucial
Top-down researchGoogle Marketing Live
• Daniel Gilbert
• Brad Geddes
• Purna Virji
• Frederick Vallaeys
• Marc Poirier
• …more
• EU
• US
• UK
• 22 short-listed
teams globally
• Big 5
• Inhouse
• Indie-agencies

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WHAT’S NEW

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• Adwords becomes Ads
• Responsive Search Ads
• Youtube acceleration
• “Smart” solutions – machine
learning
Google Marketing Live 2018
Just tweeted
the URL

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• Discovery Ads
• Gallery ads (like FB)
• Local campaigns (Maps)
• Machine-learning & smart
anything!
• Bumper machine (hype)
• And… privacy
Google Marketing Live 2019
Just tweeted
the URL
Disrupt shopping Programmatic TV

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ResponsiveAds type approach
Titles
Description
Images in various formats
Machine learning driven
Feedback button

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WHAT’S CRUCIAL

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SEARCH
AWARDS
ARE
AWESOME

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The word was removed from Google Adwords
Focus on new ad dimensions
and contexts: maps, video, voice, …

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Dynamic Search Ads – Beyond the keyword
Seriously beyond the keyword
• Search marketing beyond the keyword
• Pretty high adoption
• Great usage for harvesting new queries
• Great innovative usage in combination with
Shopping campaigns
• Great innovative usage in combination with
SEO

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2018 DSA – 2019 more?

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Bing Ads becomes Microsoft Advertising
Focus on new ad dimensions and data sources:
Audience, Shopping, LinkedIn, Office, …

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• Microsoft Advertising’s new ad extensions.
• 3D ads – see 3D view button
• Ad extensions: per audience, video, dynamic
products, CTA, filter, image, flyer, review.
Microsoft Ad experimentations
More native integrations
Better contextual coherence
Just tweeted
the URL

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• Multivariate testing applied to Ads
• Present in 2019 awards
• Danger of suboptimization
• What did you learn?
Responsive Search Ads
Mutation of Ad formats
Dynamic creation
Just tweeted
the URL

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• Less than half the respondents used this on
an ongoing basis
• Proportion was higher for awards entries.
• Leading teams are testing and adopting
selectively
• Machine-learning is being pushed in all
Google products and even applied to privacy
concerns
Anything called “Smart” is machine learning
Who is smarter?

19. @soanders
#rant
Bid strategies are not strategies
They are tactics, they are tools, but not
strategies.
You are responsible for strategy.
You and decide what tools you use!

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• Shopping is booming
• 80% of lLeading paid search teams also do
shopping.
• Amazon Ads adoption rising
• 2019: Google Actions: Check-out
anywhere “voice-activated, in images, in
search results pages, in videos”
Shopping & market place
Variable marketing:
product, price, place, promotion

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• 1m (3 feet) distance makes a heck of a difference
 Inside the store, in front of the store, in the store next door
• New in 2019: Maximize to store-visits
Store-visits
Just tweeted
the URL

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And now local campaigns come out of beta

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• There was an update to demographic targeting
in 2018
• There was the introduction of detailed
demographics, ie target per income level
(not in EU, GDPR remember?)
Detailed demographics
But what is really booming
is in-market audiences

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And privacy by design

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• Look beyond the keywords
• Location, location, location (offline tracking & maps)
• Update your process for Ad mutations
• Do we become smarter using “Smart” tools?
• Ongoing innovation is key for many
• Amazon Ads, get going!

26. @soanders
Just tweeted
the deck
Anders Hjorth
anders.hjorth@innovell.com
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https://www.Innovell.com/

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