Take a look at our Head of PPC, Pete Whitmarsh's, slides on the latest PPC developments taken from our recent PPC Best Practice in 2014 and Beyond conference.
4. Search is increasing
Year
Average Searches Per Day
(Google)
2009 2,610,000,000
2010 3,627,000,000
2011 4,717,000,000
2012 5,134,000,000
2013 5,922,000,000
5. Total % of clicks to paid
20.00%
22.00%
24.00%
26.00%
28.00%
30.00%
32.00%
34.00%
36.00%
2009 2010 2011 2012 2013 2014
Text Ad + PLA Click-Through Rate
Text Ad Click-Through Rate
9. Which position?
Top 3 are important
CTR on lower positions
decreasing
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
2009 2010 2011 2012 2013 2014
Click-Through Rate in
Paid Positions
Position 1-3
Position 4+
14. 14th May
15th May
16th May, 9am
AdWords scripts
Coding interface within AdWords
Give us huge amounts of flexibility
– Countdown ads
– Altering ads based on website
content
– Anomaly alerts
– Automated reporting
19. “Currency exchange”
Buying travel money
Finding the value of a product
Learning about exchange rates
News articles
Looking for local bureau de change
Reading on the legality
Finding super-flashy stock images!
20. What Google knows about you
Go to Google Ad Preferences and view your profile…
google.co.uk/settings/ads
22. Prediction 1
Integration of this data for search
User just as important as the keyword
google.co.uk/settings/ads
23. Prediction 2
Universal conversion tracking
Cross-device – now available!
In store – AdWords tracking
Logged in
user clicks
AdWords
ad
User owns
logged-in
mobile
device
User with
GPS-
enabled
mobile
visit store
Google
measures
time in
store
Measured
as
conversion
in
AdWords
28. Takeaways
Search is more important than ever
Paid search has a growing market share
The tools available are always improving
We need to be smarter than ever
The future is exciting!
300 senior marketers from UK top companies
Biggest surge in 14 years for marketing budgets this quarter
Traditional Media = TV, press and outdoor
Source: http://www.marketingweek.co.uk/news/marketing-budgets-grow-at-record-rate-as-confidence-returns/4008264.article
Of course the bad side of this is competition. Competition has steadily been increasing, pushing up CPCs and increasing the demand to be smarter.
I don’t work for Google, I’m not going to tell you that you need to be in the top 3 for everything
Only pay what a click is worth. How many of you have been told by Google that on mobile you need to be in the top 3?
Huge increase in the focus on quality
Used to think about clicks, then conversions, then conversion value
Analytics is overhauling the ecommerce section – include returns etc.
Some CRMs have native AdWords integration, for others you may need a system to pull the data together.
Tools have evolved over the years. We have developed loads of internal tools, some of which Stewart will discuss. However, there are 3rd party tools that we partner up with also.
Javascript
Scraping prices, 0 stock, URL broken – if feeds not available
Automated reporting – any data from AdWords, Analytics or Bing
AdWords evolved allowing us to make smarter decisions with more and more data.
Fortunately we have a lot of data-loving people at our company and this evolution has really fallen right into our sweet spot.
Let me start off with this riddle…if someone is searching for “Currency exchange” in Google, what might they be looking for?
Right now, as an advertiser, there is no way to determine the intention of the user for this kind of thing. However…
So if I now search for “currency exchange” there is clearly a lot of value there!
I expect Google to implement this kind of thing – more focus on the user rather than just the keyword
Unique search results for everyone
Bid more on the user than the keyword
Analytics ecommerce overhaul
Used to be that a loyalty card was a way to keep a customer engaged with a brand
Now will be a way to track that user’s behaviour
In the US, there is a link between these and Facebook
By “we” I mean “biddable”
“The internet of things”
Google bought Nest