Embed Size (px)
Citation preview
#thinkppc&
Can You Afford To Grow In 2017?
HOSTED BY: &
#thinkppc
Presenters
• Marc Poirier
– Founder and CEO of Acquisio
– @marcpoirier
• Jeff Baum– Associate Director of Services at Hanapin
Marketing– PPC Hero Blogger
– @jeffbaum71
#thinkppc
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
#thinkppc
Live Poll Question #1
How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
#thinkppc
Survey Respondents
● 70% more respondents than 2015.
● More participation in survey from director level & c-suite.
● More diverse vertical representation.
#thinkppc
Live Poll Question #2
Which of the following verticals spends the most on PPC? #thinkppc
A. Home ImprovementB. TechnologyC. ServicesD. Retail
#thinkppc
Monthly PPC Spend
● Home Improvement, Automotive, Travel, Publishing highest spending verticals.
● Technology, Services, Retail, lowest spending verticals.
#thinkppc
How Advertisers Feel About PPC Market
● Brands & agencies perceive PPC market differently.
● Overall 80% of respondents feel good. 20% of brands feel ‘very good’ vs. 29% for agencies.
● No agencies felt ‘poor’ about market. 4% of brands felt poor.
*KEY TAKEAWAY: Brands more critical of performance than agencies.
#thinkppc
Live Poll Question #3
Which PPC Channel was found to be the most effective? #thinkppc
A. MobileB. SocialC. ShoppingD. Text AdsE. Display Advertising
#thinkppc
The Most Effective PPC Channels
● Most respondents found programmatic either ineffective or are just not using it as a channel.
● Agencies & brands have split opinions about paid social’s effectiveness.
#thinkppc
Why is Display Considered “Ineffective”
● Attribution models are key● Caveat: Agencies and vendors have a
lot of incentive to make display “work”● In many marketers minds, “Display” is
exclusive of “remarketing”, “video”, “Native” and “FBX”, for many “display” still refers to old school non-programmatic
#thinkppc
Social CPC’s & Conversions
● FB CPC rise offset by less competition in other social channels.
● Less transparency into FB competition.
● Bid automation.
#thinkppc
Why is Social CPC Increasing
● Value of Facebook ads is sometimes misunderstood and can easily be overestimated, because of concepts like view through conversions.
● Facebook recently announced their Inventory is sold out
● Auction is starting to take on its real meaning and we can expect CPCs to grow for a while on Facebook / Instagram
#thinkppc
Overall CPC’s & Conversions
#thinkppc
Live Poll Question #4
Which channel do you think brands are favoring this year? #thinkppc
A. Social AdvertisingB. Automation SoftwareC. Conversion Rate Optimization
#thinkppc
Most Important Aspects Last 12 Months
#thinkppc
Live Poll Question #5
Where are most advertisers spending more this year? #thinkppc
A. Text AdsB. MobileC. SocialD. RemarketingE. All of the above
#thinkppc
Advertiser Investment YoY
#thinkppc
Live Poll Question #6
In which platforms are most planning to increase their budgets?#thinkppc
A. SnapchatB. ProgrammaticC. InstagramD. Bing E. AdWords
#thinkppc
Budgets
#thinkppc
How To Grow in ‘17: Text Ads Advertising
● Expanded messaging & ad customizers.
● Audiences.
● Granularity.
#thinkppc
How To Grow in ‘17: Mobile Advertising
● Winning the Moment.
● Device Experience.
● Apps.
#thinkppc
Complexity of Controlling Bids Across Devices
Difficult to pay the right price for each click while respecting budgets.
○ Base Bids○ Device Bid Adjustments○ Location Bid Adjustments○ Ad Scheduling Bid Adjustments
Algorithmic Bid and Budget control is critical to win.
#thinkppc
How To Grow in ‘17: Remarketing
● Decision Forcing.
● Compelling Offers.
● Ad Sequencing.
● Customer Match.
#thinkppc
How To Grow in ‘17: Paid Social Advertising
● Customer Journey.
● Storytelling (Controlling the Story).
● Expectations.
#thinkppc
Strategies to Control / Optimize Social Ads
● Tendency to go fast and lump everything together is recipe for disaster
● Create multiple ad variations and a/b test● Breakdown audiences into smaller, distinct
buckets rather than one huge audience● Control which ads are running for each
micro-audience and how much to pay for each click
#thinkppc
Offers!
A. Get a FREE trial of Acquisio, including Acquisio Social. If you decide to continue using the platform, you will get 10% off for the length of the contract.
B. Get an account analysis by the experts at Hanapin (For accounts spending 15k+/month)
C. BothD. No Thanks!
#thinkppc
Live Q&A Time!
#thinkppc
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: [email protected]
Acquisio Feedback: [email protected]
