SES London is here and we’ll be bringing you a recap of the talks we saw throughout the day. We’ll be covering talks on Twitter, Paid Media, Social Advertising, the changing face of Google and Attribution Modelling.
So let’s get started:
Running in Real-Time: Bringing Campaigns to Life by Marketing in the Moment
2007 to 2009 saw Google take full dominance in paid search and searches became standardised, so Yahoo and Google etc started offering the same services and features.
Product Listing Ads are one thing which makes search interesting again and generates a better ROI for retailers than traditional PPC
Chris predicts that bid modifiers will greatly play a part in Google’s future paid search development and suggested that you may be able to apply your own layers for bid adjustments in the future.
Kenshoo offer a feature where they automatically take your top performing PLAs and generate dynamic Facebook ads for them.
In the future keywords will continue to reduce in importance and other targeting features alongside them will become more prominent.
Speaker: Matt Ackley CMO from Marin Software
Leverage your legacy data alongside your bidding strategy (this is something Marin are focusing on at the moment).
Audience data is the next frontier in search and it’s essential that you understand it and utilise it because it will make your PPC more strategic.
Context is also going to become more integrated with search, for example integrating weather forecasts with your bidding strategy.
Ask yourself what the lifetime value of a user is when you acquire them, and consider this in your optimisation and bidding.
In the future Google will use its own data on users to bring in audience targeting and analytics into paid search in even more detail than it currently is, for example you might see the function for bid adjustments for users with different incomes, users with or without children etc
Use bid multipliers together to target different groups of your customer, for example users on mobile in the early evening could be commuters and they might be valuable to you.
Google AdWords new features will be based around the enhanced campaigns way of thinking where context is just as important as keywords and other targeting.
Separate your most important keywords into their own ad groups, so you can have control over your bid modifiers at ad group level.
Analyse the groups of people you target and think about how your bid adjustments can be tailored to them.
Use contexts together to make decisions about your audience, for example if users are searching for your brand and are near your store location then you’d land them on a different page than if they were abroad but looking at your service
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