In this PPC Hero Live Summit session, Associate Director of Services, Cassie Oumedian, and Sr. Account Manager and social expert, JD Prater, explore market expansion opportunities within existing accounts and on social platforms like Facebook and Instagram, as well as programmatic advertising.

1. #ppcherolive
Time To Diversify:
Market Expansion
Opportunities
#ppcherolive

2. #ppcherolive
Cassie Oumedian
• Associate Director of
Services
• @cass_oumedian
JD Prater
• Senior Account Manager
• @jdprater

3. #ppcherolive
Agenda
• Bing
• Facebook
• Yahoo Gemini
• Instagram
• Programmatic
#ppcherolive

4. #ppcherolive
Welcome
Bing Ads
2016 Landscape & Strategies
#ppcherolive

5. #ppcherolive
Why Bing Ads?

6. #ppcherolive
Bing Ads 2016 Landscape
Microsoft sites
saw largest
month-over-
month increase
for US Desktop
searches.
Microsoft, Yahoo
& AOL account
for 33.5% of core
search share.

7. #ppcherolive
Remarketing
For Search
Native Ads
*Beta
Bing Editor
Updates
Image & Ad
Extensions
Expansion
App Install
Ads
Bing Ads 2016 Landscape

8. #ppcherolive
Coming soon!
Bing Ads 2016 Landscape
• Action Link Ext. – “Buy Now”
• App Install Ads

9. #ppcherolive
Porsche | Sponsored
Bing Native Ads
5 to 7X Higher CTRs
53% Higher Purchase Intent
*Still in Beta for US

10. #ppcherolive
Bing Ads Strategies
• Remarketing For Search & Shopping
• Image Extensions – Showcase top products
• Native Ads* Beta
• Maximize ALL Extensions
Bing Ads Strategies
#ppcherolive

11. #ppcherolive
Welcome
FACEBOOK
#ppcherolive

12. #ppcherolive
Landscape
• 3 Million Advertisers*
• 1 billion active users
• 72% of US adult Internet users
• 80% of users access on mobile device
• 40 mins/day
• 80% of users check FB daily
#ppcherolive

13. #ppcherolive
Demographics
1. 82% of 18-29
2. 79% of 30-49
3. 77% of women
4. 78% income higher than
$75k
#ppcherolive

14. #ppcherolive
2015 Trends

15. #ppcherolive
2016 Trends
• Organic reach continues to decline
• Instant Articles – decline in website traffic
• Video, video and more videos
• Mobile usage
• FB Messenger
• Ad sequencing
#ppcherolive

16. #ppcherolive
Strategies
1. Try Remarketing Ads (website, email, app)
2. Facebook Live video
3. Promoting events
4. Persona targeting
#ppcherolive

17. #ppcherolive
Welcome
Yahoo Gemini
2016 Landscape & Strategies
#ppcherolive

18. #ppcherolive
Yahoo Gemini
Landscape 2016
Third party mobile applications account for
more than 50% of Yahoo Gemini’s display
impressions.

19. #ppcherolive
Yahoo Gemini
Landscape 2016
Larger Yahoo Cards convert 209% higher
than smaller pencil ads.

20. #ppcherolive
Yahoo Gemini
Landscape 2016

21. #ppcherolive
Yahoo Gemini
Landscape 2016

22. #ppcherolive
Yahoo Gemini Strategies
Strategy –
• Demographic specific creative strategy.
• Have a solid mobile experience.
• Retarget to users via Yahoo Remarketing.
#ppcherolive

23. #ppcherolive
Welcome
INSTAGRAM
#ppcherolive

24. #ppcherolive
Landscape
• 400 million users
• 40 million of users access ONLY on mobile
• 70 million photos uploaded everyday
• 24% use it several times/day
#ppcherolive

25. #ppcherolive
Demographics
1. 28% of US adult internet
users
2. 55% of 18-29
3. 31% of women
#ppcherolive

26. #ppcherolive
2015 Trends
• 1.08% conv rate (avg)

27. #ppcherolive
2015 Trends

28. #ppcherolive
2016 Trends
• More marketers
• Continued user growth
• Influencer marketing
• New ad types
#ppcherolive

29. #ppcherolive
Strategies
1. Remarketing ads (website, email, app)
2. Explore Lookalike Audiences
3. Try Influencer Marketing
4. Visual storytelling
#ppcherolive

30. #ppcherolive
Welcome
Programmatic
2016 Landscape & Strategies
#ppcherolive

31. #ppcherolive
Programmatic
Landscape 2016

32. #ppcherolive
Programmatic
Landscape 2016

33. #ppcherolive
63% of Digital
Display Ad
Spend is From
Programmatic.
Humans +
Machines to
make sense of
data will be key.
Programmatic
Landscape 2016

34. #ppcherolive
• With increased popularity comes increase in cost. Could see
an increase in private in-market arenas with elite publishers.
Cost of Ads To
Increase
• As TV and Movies are streamed online video ad targeting
will be available through sites like Hulu.
Programmatic
Expands to TV
• Cross-device programmatic advertising is expected to grow.Cross Device
• eMarketer predicts Video ads to account for 40% of digital
spendBeyond Banners
Programmatic
Landscape 2016

35. #ppcherolive
Strategy – Get Creative With Data!
Programmatic
Strategies
Use demographic insights to drive
creative strategy across channels.

36. #ppcherolive
Welcome
Take Aways
#ppcherolive

37. #ppcherolive
• 2016 - The Year of Bing!
• Mobile is No Longer an Option
• Creative Strategy Is Key!
Key Takeaways

38. #ppcheroliveCassie Oumedian |
@cass_oumedian
Thanks for joining us!
JD Prater | @jdprater