In this webinar, Hanapin’s Kelly Pollock and Optmyzr’s Fred Vallaeys will point out which updates have made (and will make) a major impact on digital marketers, and what we should be preparing ourselves for as we fly into 2019.

1. 1
www.dublindesign.com
The Latest PPC Updates to Catapult
Campaigns in 2019
HOSTED BY:

2. Presenters
• Fred Vallaeys
– Founder of Optmyzr
– @siliconvallaeys
• Kelly Pollock
– Account Director at Hanapin Marketing
– PPC Hero Blogger
– @kelpollock

3. Who is Hanapin?
The digital marketing experts
who create unique solutions to
empower you to be the hero
at your business.
Hanapin also produces PPC Hero and Hero Conf

4. Join the Conversation
Ask any questions in the
question box, and we’ll address
them in the Live Q&A at the end.
Include the hashtag #thinkppc in
your Twitter tweets to ask us any
questions or share any thoughts.

5. Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. 0-1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

6. Focus
The focus has shifted from
words to the people
speaking.

7. Search

8. Match types specify how
closely a user’s search needs to
match a keyword before an ad
can show
The Purpose of Match Types
8

9. Match Types Timeline
2018
Close Variants:
Same meaning
for exact match
2017
Close Variants:
Word order and
function words
2010
Modified Broad
Match
2014
Close Variants:
Typos, Plurals,
Stemmings
9

10. Get the code: http://bit.ly/CloseVariants
Find Out How Your Account is Impacted
10

11. Exact Match Close Variants
11

12. Phrase Match Close Variants
12

13. Modified Broad Close Variants
13

14. Levenshtein Distance
1. A numerical score of how close the query is to the
keyword.
2. Add one point for every changed, added or
deleted character
3. A bigger score means a bigger difference

15. Math + Automation
Automatically add negatives for close variants that
aren’t so close after all
Script: Match Type Control
15

16. Responsive Search Ads: A Blank Slate
16

17. Leverage Existing Components
Move your current
ad text components
to new ads
17

18. Find Your Best Components
Ad Template Report: http://clicteq.com/adwords-script-ad-template-report-script/
18

19. Responsive Search Ad Tips
Do
Do use a lot of variations (15 + 3)
Do make each part a stand-alone
Do mix the lengths of headlines
Use {DKI} at least once
19
Don’t
Don’t pin if you don’t legally have to
Don’t use multiple RSAs (for now)
Don’t repeat the same text in every
headline
Don’t use ad customizers

20. Accelerated Mobile Pages (AMP)
In retail, every extra second of load time
reduces conversions up to 20%
•Think in terms of 1 second
AMP ads on the display network load 5
seconds faster, increasing chance of being seen
and being interacted with
Speed is part of Quality Score, ranking, and
pricing
20

21. Parallel Tracking
21

22. Landing Page Tab
AdWords is now drawing
attention to a critical component
of success: the landing page
(also exists as a new report type)
22

23. Easier to Find Winners
23

24. Find Optimization Opportunities
https://developers.google.com/speed/pagespeed
24

25. MSAN

26. MSAN in Bing

27. Shopping

28. Amazon is Bigger than Bing Ads
Source: eMarketer
28
Digital Ad Platform 2018 Market Share 2020 Market Share
Google 37.1% 35.1%
Facebook 20.6% 20.8%
Amazon 4.1% 7%

29. Amazon Sponsored Brand Ads

30. Amazon Business Reports

31. Automatic Shopping Campaign
Google’s way to make
shopping ads easy to try for
PPC newbies
Eventually may outperform
manual shopping campaigns
managed by PPC pros
31

32. Smart Shopping Campaign
An automated campaign type from Google
1. No need to do granular structure
2. No need to manage bids
3. No need to run separate search, display, and
video campaigns
a. No need to allocate budgets between these

33. And remember that automated bidding works best when setting the target to the historical average.
Pitfalls of Automated Bidding
Avg. CPA:
$10
Avg. CPA:
$20
Portfolio bidding attempts to maximize value across the portfolio.
➔ Cheap clicks subsidize expensive ones

34. Make Multiple Smart Shopping Campaigns
This produces better results
Solo Smart Campaign
Avg. CPA:
$15
Smart Campaign
1
Avg. CPA:
$10
Smart Campaign
2
Avg. CPA:
$20

35. Risks to Brands Are Real
35

36. Scale
● More channels and more placements need to be
monitored
Automation and AI
● Your ads are automatically shown in new places with
little regard to how they will be perceived
Competitors
● Even in a more controlled environment like search, 3rd
parties can influence your performance
3 Factors That Increase Brand Risk
36

37. Machine Learning: No Empathy
source: https://econsultancy.com/ten-horrifying-display-ad-placements-nsfw/

38. Now get the average conversion delay in your
reports
ConversionLagBucket

39. Voice Search
50% of all searches will be voice
searches by 2020
Voice replaces the keyboard but
brands still show on screens
source: Comscore

40. Display & Social

41. Facebook Mobile Videos

42. Facebook Creative Hub

43. Facebook Video Templates

44. Facebook Brand Lift

45. Instagram Stories
Source: Instagram Data 2017

46. TrueView for Leads

48. Offers!
A. I’d like Optmyzr’s offer
B. I’d like an emailed copy of Hanapin’s State of
PPC 2018-2019 Report
C. I’d like both
D. No, thanks.

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