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Current Trends Impacting the PPC Industry
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Kayla Kurtz• Senior Digital Advisor• @one800kayla
Jeff Allen• President• @JeffAllenUT
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Welcome
Welcome!
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Agenda10:00am – 10:45amWelcome & PPC TrendsPresenters: Jeff Allen & Kayla Kurtz
11:00am – 11:45am ESTBuilding a Solid Foundation for Your PPCPresenters: Jacob Brown & Matt Umbro
12:00pm – 12:30pmThe Importance of Asking and Identifying The “Why” of your ResultsPresenter: Jeff Allen
12:45pm – 1:30pmAdvanced Account Analysis & OptimizationsPresenters: Jacob Fairclough & Carrie Albright
1:45pm – 2:30pm ESTMastering PPC & Its Impact on Your Overall Marketing StrategyPresenters: Jeff Baum & Diane Anselmo
2:45pm – 3:15pm ESTTime To Diversify: Market Expansion OpportunitiesPresenters: Cassie Oumedian & JD Prater
3:30pm – 4:00pm ESTLive Q&A: PPC Hero Summit Panel
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• Paid social• Changes in the agency role for
brands• Programmatic• Sidebar ads happened…• Mobile advertising• Automation & SaaS
For This Session…
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Welcome
Paid Social
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Trends in: Paid Social
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Trends in: Paid Social
Source: http://kenshoo.com/digital-marketing-snapshot/
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• Facebook: improved platform + greater targeting/audience types
• Pinterest & Instagram: new engines to utilize = more social traffic
• “Traditional” paid channels seeing increased competition; drives spend/traffic to social
So What’s
Happening?
Trends in: Paid Social
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• Additional social channels opening up ad opportunities? i.e. Snapchat
• Ad Blockers – will the implementation of these push spend out of Google/Bing?
• ‘Buy’ buttons – does this addition in the social space make it a more attractive ecomm channel?
What’s Next?
Trends in: Paid Social
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Welcome
Agency Engagements
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Trends in: Agency Engagements
250%
Q1-Q2 2015 vs. Q3-Q4 2015
6In the first two months of
2016
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• In-house teams are more experienced• Desire for control continues to
grow• Need for true “partnership”
with agency• Brands can’t find the right
personality fit
So What’s
Happening?
Trends in: Agency Engagements
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• Not offering consultancy-based or closed-ended agreements? Now’s the time
• If you *are* - find ways to make those engagements more meaningful for ongoing opportunity
What’s Next?
Trends in: Agency Engagements
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Welcome
Programmatic
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$10b2014 programmatic
revenue
Trends in: Programmatic
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• Greater emphasis with large brands & agencies on metrics other than conversions (i.e. view-throughs, brand lift, impressions)
• Continued competition in PPC channels, making these kinds of buys necessary for brand growth and market expansion
So What’s
Happening?
Trends in: Programmatic
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• Tackling viewability challenge – and aggressively
• Master all formats: banners, video & mobile
• Start forging new programmatic vendor relationships now to be ready for client requests in this channel
What’s Next?
Trends in: Programmatic
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Welcome
Sidebar Ads
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Trends in: Sidebar Ads
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• Sidebar ads had drastically lowered CTR & conversion rates (compared to top positions)
• This has been in testing for awhile
• Money being lost on clicks for engine (possibly due to more efficient account management?)
Why the Change?
Trends in: Sidebar Ads
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• Potential for increased CPCs for top positions, either to get there as a former sidebar advertiser or for those already in top spots due to increased competition
• …which could cause an increase in CPL/CPA
• Will advertisers leave Google (or at least some of their AdWords budget) to social channels or Bing?
• Remember Enhanced Campaigns? We’ll be fine!
What’s Next?
Trends in: Sidebar Ads
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Welcome
Mobile
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Trends in: Mobile
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Yes53%
No47%
Made a Purchase?
Yes55%
No45%
Mobile Usage
Trends in: Mobile
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60%# of consumers who use
their mobile device in-store ‘often’ or ‘every
time’
Trends in: Mobile
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Welcome
Automation & SaaS
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Trends in: Automation/SaaS
“Efficiency is doing things right.
Effectiveness is doing the right things.”
-Drucker
Year of
Automation!
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Trends in: Automation/SaaS
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Trends in: Automation/SaaS
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Trends in: Automation/SaaS
#ppcheroliveKayla Kurtz | @one800kayla
Thanks for joining us!
Jeff Allen | @JeffAllenUT
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