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Paid Search: How to Hit a Moving Target Without Losing Your Head (or Your Wallet) - 2016 MnSearch Summit

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MnSearch, The Minnesota Search Engine Marketing Association
MnSearch, The Minnesota Search Engine Marketing Association

This document summarizes many changes to paid search platforms in 2016, including: - Google removing right-side ads on desktop search results. Data showed this had minimal impact on CPC, CTR, and organic traffic. - Expanded text ads on Google AdWords allowing more characters. Data showed these increased CTR for non-brand terms but decreased it for brands. - Bing Ads catching up to Google's features like expanded text ads and more ad extensions. - Yahoo launching Gemini to provide search ads on mobile and desktop, though it currently has low market share. - Continued innovation across platforms is keeping paid search active and driving competition between Google, Bing, and Yahoo.

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Paid Search: How to Hit a Moving Target Without Losing Your Head (or Your Wallet)
Managing Partner – Clix Marketing Digital Advertising Geek Emphasis on “Geek” Writer: Search Engine Watch, ClickZ, Clix Marketing Blog, The SEM Post, Acquisio Blog, PPC Hero Speaker: SMX, SocialPro, HeroConf, SES / ClickZ Live, State of Search, Acquisio User Summit, Bing Ads Connect, Zenith Conference, Ticket Summit
2016: A Banner Year for PPC Changes…
No More Right Hand Ads on Google! Give credit where credit is due… Thanks Ginny Marvin! http://searchengineland.com/googles- right-side-adpocalypse-really-happened-data-245011
Bing & Yahoo: The Breakup
The Oprah-tization of Campaign Features
Oh. My. Gawd. Did You See They Changed the Ad Color In the SERPs?!?!?!?!?!?!?!? http://adage.com/article/digital/google-green-officially-color-ad-tags/304538/
…And It’s Only June!
Google AdWords Paid Search: How to Hit a Moving Target
Google’s All Like… Red Pill? Blue Pill? As If We Really Have a Choice…
Google AdWords: Right Side Ads Desktop Search Results Altered to Match Mobile & Tablet Experience No More Right Side Ads Total Number of Ads Went From 11 to a Max of 7 What Ensued? Apocalyptic Proclamations That CPC Would Spike and Ruin PPC Forever Did That Happen? In a Word: No
DATA – Right Side Ads Aftermath 1 MONTH AFTER GOOGLES CHANGE Wordstream Reported Stable CPC’s and CTR. CPC Strategy Reported the Same. Merkle/RKG Reported that the Impact on Organic (SEO) Traffic Was Minimal. Sources: http://www.wordstream.com/blog/ws/2016/03/10/ta keaways-from-serp-change http://www.cpcstrategy.com/blog/2016/03/google- right-side-ads-desktop/ http://www.rimmkaufman.com/blog/googles-right- ads-removal-and-fourth-top-page-ad-deep-dive-data- two-weeks/ LONGER VIEW WITH SAMPLE OF CLIX CLIENTS 5 months Before & After Combined Ad Spend of $1.15m Desktop Search Only (no mobile, tablet or shopping) Average CTR Increased 11.61% Average CPC Remained Flat within $0.03 Average Conversion Rate Increased 3.7% B2B Only: CTR Jumped 12.8%! E-Comm Only: CTR/CPC Remained Flat Found That Hyper Competitive Verticals HAVE Seen Big Spikes in CTR and Correlated Spike in CPC.
Google AdWords: Expanded Text Ads 30 + 80 = 140 Just Like a Tweet. Hmmm…
DATA – Google AdWords Expanded Text Ads SaaS Marketing Automation Company NON-BRAND Ad Type CTR Avg. CPC Cost-per-Acquisition Conversion Rate Expanded Text Ad 2.95% $ 5.80 $ 94.30 6.15% Traditional Text Ad 1.37% $ 6.70 $ 65.28 10.27% % difference 116.00% -13.49% 44.46% -40.12% BRAND Ad Type CTR Avg. CPC Cost-per-Acquisition Conversion Rate Expanded Text Ad 6.67% $ 6.06 $ 87.93 6.89% Traditional Text Ad 12.30% $ 5.55 $ 70.53 7.87% % difference -45.80% 9.12% 24.68% -12.48%
Google AdWords: Ad Extensions Structured Snippets Newest Ad Extension on the Block List Important Details About Your Business, Product or Service
Google AdWords: Search Partners – RIP AOL http://searchengineland.com/google-search-partner-network-friend-foe-241291
Google AdWords: Search Partners – Maps Are a’Changin’ Ads on Google Maps Isn’t New What is New? Previously Part of Search Partners Now Part of Core Search Only Ads with Location Extensions Will Show on Maps
Google AdWords: Search Partners – Shopping Ads on Image Search Image source: http://searchengineland.com/google- shopping-image-search-local-inventory-buy-button-249647
Google AdWords: Mobile Bids Are Back Baby! Or At Least They Will Be… https://adwords.googleblog.com/2016/05/ads-and-analytics-innovations-for-a-mobile-first-world.html
Bing Ads Paid Search: How to Hit a Moving Target
Bing’s All Like… And More!
TheBreakupHas Started…ButThey’reStill Seeing EachOtherImage credit: Nordic Click http://www.nordicclick.com/wp-content/uploads/2015/09/The-Complete-Guide-1024x535.jpg
Despite “The Breakup” Bing Search Share Is Still Growing
Bing Ads: More Ads in the SERP’s
Bing Ads: We Can Do Expanded Ads, Too! Bing Ads Will Catch Up to Parody with Google’s STILL BETA Expanded Text Ad format. Not Sure About You, But This Works for Me! http://advertise.bingads.microsoft.com/en-us/blog/50510/compatibility- with-expanded-text-ads-is-coming-to-bing-ads
Bing Ads: More Extensions! Parody with Google Sitelinks, Location, Call, App New: Callout & Review Extensions Unique to Bing Image Extensions On the Horizon Action Links Video Extensions Who Knows What They’ll Dream Up!?!
Bing Ads: Image Extensions NOW NEAR FUTURE
Bing Ads: Syndicated Partner Network Still Not Targeting the Syndicated Partner Network? Isolate Targeting in Unique Ad Groups or Campaigns Exclude Syndicated Partners That Are Irrelevant or Do Not Convert Access High Quality Sources of Search Traffic – Such As…
Bing Ads: Syndicated Partners – Hello AOL! AOL Search is Now a Part of Bing’s Syndicated Partner Network Yes. AOL Still Drives Traffic.
Bing Ads: Syndicated Partners – Big Names Amazon Includes Amazon Echo and Fire Devices Powers Siri and Spotlight on iOS Bing Ads Will Power Siri on Mac’s …and Many More! http://searchengineland.com/siri-comes-to-mac-251713
Bing Ads: Native Ads Not Exactly Search. But… Image Extension is the Base Ad Unit for Native Ads Search Keywords and Perceived Search Intent ARE YOUR TARGETING for Native Ads
Bing Ads: Shopping Campaigns & Parody Manage Bing Ads Shopping Campaigns Exactly Like You Do Google AdWords Import AdWords Campaigns, Too But, John – This Feature Launched Mid-2015! Yes. Yes It Did….
Bing Ads: The Mobile Traffic Concern Same Campaign Structure. Shopping + Search. Vastly Different Device Mix.
Yahoo Gemini Paid Search: How to Hit a Moving Target
Yahoo’s All Like… I Think I Can! I Think I Can!
Yahoo & PPC… A Brief History
Yahoo Gemini: Search Ads on Mobile AND Desktop
DATA – Yahoo Gemini in the Search Mix Yahoo Sites Have 12% of Search Market Share Bing Ads Still Serves the Lion’s Share of Ad Impressions for Yahoo Yahoo Gemini Search is Backfill Inventory at This Point Based on Sample of Clix Clients 0.8% to 2.5% (range) Percentage of Clicks Directly Attributed to Yahoo Gemini 0.85% to 4.7% (range) Percentage of Conversions Directly Attributed to Yahoo Gemini E-Commerce Skews Low B2B Skews High
Yahoo Gemini: Shopping Campaigns We Hardly Knew Ye Launched in 2015. Sunset in Early 2016. Is This the End of Shopping Campaigns for Yahoo Gemini? Doubt It!
Yahoo Gemini: Features Keep Coming At Us Custom Audiences Search Retargeting (RLSA FTW!) Layer Interest Targeting on Search Custom Conversions Sitelinks Location and Device Bid Modifiers Improved Reporting
Yahoo Gemini: Custom Audiences + Native Ads = Winning Despite Their Woes, Yahoo Has Some of the Most Visited Web Content in the World It Used to Be Expensive to Get Ads on Yahoo Yahoo Gemini Native Ads Changed the Game Adding Custom Audiences and Retargeting? HELLZ YEAH!
What Does It All Mean? Paid Search: How to Hit a Moving Target
Change Will Do You Good!
Food for Thought Digital Advertising Continues to Grow in Channels, Features and Spend Paid Search is Often Treated as Yesterday’s News Paid Search is As Active and Important As Ever We Once Again Live in a World With 3 Primary PPC Advertising Platforms Get Uses to It! Competition Between Google, Bing and Yahoo is Driving Innovation It’s a Fun Time to Be a PPC Manager!
Thank You! Questions? john@clixmarketing.com @john_a_lee www.clixmarketing.com

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Paid Search: How to Hit a Moving Target Without Losing Your Head (or Your Wallet) - 2016 MnSearch Summit

  • 1. Paid Search: How to Hit a Moving Target Without Losing Your Head (or Your Wallet)
  • 2. Managing Partner – Clix Marketing Digital Advertising Geek Emphasis on “Geek” Writer: Search Engine Watch, ClickZ, Clix Marketing Blog, The SEM Post, Acquisio Blog, PPC Hero Speaker: SMX, SocialPro, HeroConf, SES / ClickZ Live, State of Search, Acquisio User Summit, Bing Ads Connect, Zenith Conference, Ticket Summit
  • 3. 2016: A Banner Year for PPC Changes…
  • 4. No More Right Hand Ads on Google! Give credit where credit is due… Thanks Ginny Marvin! http://searchengineland.com/googles- right-side-adpocalypse-really-happened-data-245011
  • 5. Bing & Yahoo: The Breakup
  • 6. The Oprah-tization of Campaign Features
  • 7. Oh. My. Gawd. Did You See They Changed the Ad Color In the SERPs?!?!?!?!?!?!?!? http://adage.com/article/digital/google-green-officially-color-ad-tags/304538/
  • 9. Google AdWords Paid Search: How to Hit a Moving Target
  • 10. Google’s All Like… Red Pill? Blue Pill? As If We Really Have a Choice…
  • 11. Google AdWords: Right Side Ads Desktop Search Results Altered to Match Mobile & Tablet Experience No More Right Side Ads Total Number of Ads Went From 11 to a Max of 7 What Ensued? Apocalyptic Proclamations That CPC Would Spike and Ruin PPC Forever Did That Happen? In a Word: No
  • 12. DATA – Right Side Ads Aftermath 1 MONTH AFTER GOOGLES CHANGE Wordstream Reported Stable CPC’s and CTR. CPC Strategy Reported the Same. Merkle/RKG Reported that the Impact on Organic (SEO) Traffic Was Minimal. Sources: http://www.wordstream.com/blog/ws/2016/03/10/ta keaways-from-serp-change http://www.cpcstrategy.com/blog/2016/03/google- right-side-ads-desktop/ http://www.rimmkaufman.com/blog/googles-right- ads-removal-and-fourth-top-page-ad-deep-dive-data- two-weeks/ LONGER VIEW WITH SAMPLE OF CLIX CLIENTS 5 months Before & After Combined Ad Spend of $1.15m Desktop Search Only (no mobile, tablet or shopping) Average CTR Increased 11.61% Average CPC Remained Flat within $0.03 Average Conversion Rate Increased 3.7% B2B Only: CTR Jumped 12.8%! E-Comm Only: CTR/CPC Remained Flat Found That Hyper Competitive Verticals HAVE Seen Big Spikes in CTR and Correlated Spike in CPC.
  • 13. Google AdWords: Expanded Text Ads 30 + 80 = 140 Just Like a Tweet. Hmmm…
  • 14. DATA – Google AdWords Expanded Text Ads SaaS Marketing Automation Company NON-BRAND Ad Type CTR Avg. CPC Cost-per-Acquisition Conversion Rate Expanded Text Ad 2.95% $ 5.80 $ 94.30 6.15% Traditional Text Ad 1.37% $ 6.70 $ 65.28 10.27% % difference 116.00% -13.49% 44.46% -40.12% BRAND Ad Type CTR Avg. CPC Cost-per-Acquisition Conversion Rate Expanded Text Ad 6.67% $ 6.06 $ 87.93 6.89% Traditional Text Ad 12.30% $ 5.55 $ 70.53 7.87% % difference -45.80% 9.12% 24.68% -12.48%
  • 15. Google AdWords: Ad Extensions Structured Snippets Newest Ad Extension on the Block List Important Details About Your Business, Product or Service
  • 16. Google AdWords: Search Partners – RIP AOL http://searchengineland.com/google-search-partner-network-friend-foe-241291
  • 17. Google AdWords: Search Partners – Maps Are a’Changin’ Ads on Google Maps Isn’t New What is New? Previously Part of Search Partners Now Part of Core Search Only Ads with Location Extensions Will Show on Maps
  • 18. Google AdWords: Search Partners – Shopping Ads on Image Search Image source: http://searchengineland.com/google- shopping-image-search-local-inventory-buy-button-249647
  • 19. Google AdWords: Mobile Bids Are Back Baby! Or At Least They Will Be… https://adwords.googleblog.com/2016/05/ads-and-analytics-innovations-for-a-mobile-first-world.html
  • 20. Bing Ads Paid Search: How to Hit a Moving Target
  • 22. TheBreakupHas Started…ButThey’reStill Seeing EachOtherImage credit: Nordic Click http://www.nordicclick.com/wp-content/uploads/2015/09/The-Complete-Guide-1024x535.jpg
  • 23. Despite “The Breakup” Bing Search Share Is Still Growing
  • 24. Bing Ads: More Ads in the SERP’s
  • 25. Bing Ads: We Can Do Expanded Ads, Too! Bing Ads Will Catch Up to Parody with Google’s STILL BETA Expanded Text Ad format. Not Sure About You, But This Works for Me! http://advertise.bingads.microsoft.com/en-us/blog/50510/compatibility- with-expanded-text-ads-is-coming-to-bing-ads
  • 26. Bing Ads: More Extensions! Parody with Google Sitelinks, Location, Call, App New: Callout & Review Extensions Unique to Bing Image Extensions On the Horizon Action Links Video Extensions Who Knows What They’ll Dream Up!?!
  • 27. Bing Ads: Image Extensions NOW NEAR FUTURE
  • 28. Bing Ads: Syndicated Partner Network Still Not Targeting the Syndicated Partner Network? Isolate Targeting in Unique Ad Groups or Campaigns Exclude Syndicated Partners That Are Irrelevant or Do Not Convert Access High Quality Sources of Search Traffic – Such As…
  • 29. Bing Ads: Syndicated Partners – Hello AOL! AOL Search is Now a Part of Bing’s Syndicated Partner Network Yes. AOL Still Drives Traffic.
  • 30. Bing Ads: Syndicated Partners – Big Names Amazon Includes Amazon Echo and Fire Devices Powers Siri and Spotlight on iOS Bing Ads Will Power Siri on Mac’s …and Many More! http://searchengineland.com/siri-comes-to-mac-251713
  • 31. Bing Ads: Native Ads Not Exactly Search. But… Image Extension is the Base Ad Unit for Native Ads Search Keywords and Perceived Search Intent ARE YOUR TARGETING for Native Ads
  • 32. Bing Ads: Shopping Campaigns & Parody Manage Bing Ads Shopping Campaigns Exactly Like You Do Google AdWords Import AdWords Campaigns, Too But, John – This Feature Launched Mid-2015! Yes. Yes It Did….
  • 33. Bing Ads: The Mobile Traffic Concern Same Campaign Structure. Shopping + Search. Vastly Different Device Mix.
  • 34. Yahoo Gemini Paid Search: How to Hit a Moving Target
  • 35. Yahoo’s All Like… I Think I Can! I Think I Can!
  • 36. Yahoo & PPC… A Brief History
  • 37. Yahoo Gemini: Search Ads on Mobile AND Desktop
  • 38. DATA – Yahoo Gemini in the Search Mix Yahoo Sites Have 12% of Search Market Share Bing Ads Still Serves the Lion’s Share of Ad Impressions for Yahoo Yahoo Gemini Search is Backfill Inventory at This Point Based on Sample of Clix Clients 0.8% to 2.5% (range) Percentage of Clicks Directly Attributed to Yahoo Gemini 0.85% to 4.7% (range) Percentage of Conversions Directly Attributed to Yahoo Gemini E-Commerce Skews Low B2B Skews High
  • 39. Yahoo Gemini: Shopping Campaigns We Hardly Knew Ye Launched in 2015. Sunset in Early 2016. Is This the End of Shopping Campaigns for Yahoo Gemini? Doubt It!
  • 40. Yahoo Gemini: Features Keep Coming At Us Custom Audiences Search Retargeting (RLSA FTW!) Layer Interest Targeting on Search Custom Conversions Sitelinks Location and Device Bid Modifiers Improved Reporting
  • 41. Yahoo Gemini: Custom Audiences + Native Ads = Winning Despite Their Woes, Yahoo Has Some of the Most Visited Web Content in the World It Used to Be Expensive to Get Ads on Yahoo Yahoo Gemini Native Ads Changed the Game Adding Custom Audiences and Retargeting? HELLZ YEAH!
  • 42. What Does It All Mean? Paid Search: How to Hit a Moving Target
  • 44. Food for Thought Digital Advertising Continues to Grow in Channels, Features and Spend Paid Search is Often Treated as Yesterday’s News Paid Search is As Active and Important As Ever We Once Again Live in a World With 3 Primary PPC Advertising Platforms Get Uses to It! Competition Between Google, Bing and Yahoo is Driving Innovation It’s a Fun Time to Be a PPC Manager!