At times PPC can feel like an afterthought at some conferences or a dirty word that no one wants to talk about. So when we heard about Biddable World, an entire event devoted to PPC, we jumped at the chance to attend and bring you the best tips from the day.
We’ll be recapping each of the sessions as they finish so be sure to check back throughout the day. Our very own Tara West is also speaking later in the day and we’ll have her slides on the Koozai blog shortly.
1998 – goto.com later renamed Overture: The first keyword bidding auction tool
1999 – Google had no Paid advertising option
2000-2007 – Google started advertising.
2007-2013 – Facebook, twitter, YouTube all running advertising
And now (2014) – Google are seeing an increase CTRs, impressions are down.Yahoo/Bing seeing increase in CTR and clicks. It’s estimated that Google mobile revenue will see a huge growth in the coming years
Product listing ads (PLAs):
Product listing ads (PLAs) really perform well.
There was a huge growth in PLAs around December 2012, and they have continued to grow.
CPC went up 53% year on year for PLAs.
Facebook exchange (FBX) launched Sep 2012, is a great tool
Facebook active users are continuing to grow
Newscast placement ads outperform sidebar adverts, according to Marin software data, in terms of conversions and low cost
Custom audiences have much lower CPA than category based advertising
Change creatives every 3-4 days, don’t leave the same ad creatives running
Becoming more of an auction based system.
About 53% of display ads in 2013 are auction based
Display has many, many more buying points (buying networks) than just search advertising
How Marin Software sees the future:
Audiences can become keywords. We will be able to understand the users more than just the keyword used.
The key is to enrich and expand advertising based on audiences.
In the next few years Marin Software believes that you will be able to buy TV ad spots through online advertising platforms such as Sky AdSmart; and it will be auction based.
It will also be possible to buy radio adverts this way.
Outdoor advertising could work well with the proximity of mobile users; highly targeted adverts.
Paid search needs to position itself well on the curve between profit and spend. This curve graph can be different shapes. The goal might be to push the area of profitability up with the increase in spend, resulting in more sales/conversions.
Its important to correctly value PPC traffic as it influences other channels and is influenced by other channels. Attribution modelling can help with this, for example measuring first touch and last touch.
To dramatically measure the true impact of a channel is to stop doing it all together. The problem is seasonality makes it difficult to compare before and after.
Instead of stopping the whole thing at once, try stopping bits of it to minimise losses.
The following are ways you can test paid traffic:
Pausing keyword or campaigns can mean google AdWords just tries to match those to elsewhere in your account unless you are careful with negatives.
Use paid/organic report if your concern is the interaction between AdWords and organic search. However, organic traffic is pulled from webmaster tools data so it is not very accurate.
Experiment with time slicing to compare ads that run at different time periods and then switch the time the following week. This can be a good way to test ads but your average buying cycle might be too long to use this method.
Geo slicing is where you test ads by location. If your testing in the UK ignore London, gather enough data from each location, analyse data by population size and discard data from small locations where it could be difficult to spot a change.
When testing, expect to see a difference of 5% (based on the tests Richard has done). 5% may make a small difference to your conversions however it might make a big difference.
Tara West – Inside AdWords Quality Score: Different Types Of Quality Score & How To Optimise For Them
A full write-up of Tara’s presentation can be viewed here.
Sarah Conway – Biddable Media & Online Shopping – Are You Being Left On The Shelf?
2013 saw no more free clicks from PLAs. Everyone is now paid.
PLAs responsible for 35% of clicks in Q3 2013.
Spend on PLAs increased 196% in 2013 year on year.
PLAs are going to be expanding to fill more space in the Google results.
Bing product ads are soon to be opening up to advertisers.
From search engine land survey: people click on ads with free shipping and low price.
Make sure you have all your feed attributes set up.
Go granular and drill down as far as can with Google’s product categories.
The best way to check for issues is to launch it.
To begin with you may just want to target everything with a lower bid, but don’t leave it at this. Start to break out products and bid higher, and then utilise product types.
Segment data when optimising PLAs such as mobile devices, day of week, time of day etc.
Tricks to optimise further are to increase your budgets and bids, use AdWords labels, and break out bestselling products.
Jim Banks – Every Picture Tells A Story – The Role Of Display Ads In The Biddable Media Mix
Image ads are about standing out.
Types of graphical adverts that don’t look like adverts work well:
They tell stories
They resonate with you
They shock you
They are different
Why graphical ads don’t work well:
They bore you, eg professional services ads
They get in the way of what you are doing
They are ‘you centric’
They get blocked
Tests you can do:
Trust signals, to back up quality
Future or past themed
Use Standard or irregular shapes
Use familiar looks e.g. Make it look like Facebook but not infringe copyright
Use straight vs angled photos
Use pictures or text
Test balance of image vs text
Use stock photos or natural photos
Use fake interaction, like a survey question and multiple choices
Use sharp imagery vs blurry images
Nathan Wood – View Through Conversions – Not Worth The Paper They Aren’t Printed On?
Advertising is everywhere, on different devices and mediums.
Digital media demands accountability. Last click attribution is now an old model. Good attribution is difficult and expensive at the moment.
View through conversions are just a measurement of the user journey to a conversions. Not to be confused with assisted conversions.
Exposure increases affinity. Increased exposure to something leads to more favourable reaction.
Exposure to adverts affects other channels. Research shows there is a noticeable affect of being exposed to an advert as to whether a user searches for your brand or goes to your website.
Forecasting view through conversions is impossible. There are so many other factors such as seasonality, creative, inventory, etc.
Measuring view through conversions requires some previous performance to identify the uplift in activity.
Test for view through conversions by a/b ad testing; and test by different platforms.
Plan where you want your display advertising to go.
Use tagging: Tag management solutions, adserving containing tags and media buying platform tags.
Set a good campaign structure.
Prospect for new users. What audience do you want to target? Choose the context of your adverts and what reach you want to achieve.
Retarget existing users. Segment users by different ways. For example, segment by how recent visitors came to your website I.e. Less than one day, 1-2 days, 4-7 days, 7-14 days, 14-30 days, more than 30 days.
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