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President of Protea Digital, Steven Kent, presented "PPC Beyond Adwords" at Search Exchange 2013 in Charlotte, NC. Flip through to learn about why Google may not be all it is cracked up to be, and some alternatives to Adwords.
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Steven Kent | Director | Protea Digital
www.proteadigital.com
Search Exchange
29 July 2013
PPC Beyond Adwords
Overview
Google, Online Adverting Market and User Interests
Current Alternatives
Mobile
Ten Tips
Q&A
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Protea Digital
Founded 2009
Based in Chapel Hill, N.C.
Digital Marketing for Medium-Sized Businesses
Mainly PPC, also social and content development
Clients in ecommerce, software, finance, education and non-profit
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Why is Search So Key?
“What are you searching for?”
4
The power of intent:
It works.
Biggest problem: Rising Costs
Why?
More competition.
Great for Google, but not for small and medium-sized
businesses
5
What is the most expensive keyword?
Guess…
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5 most expensive words in Adwords
1. Insurance
2. Loans
3. Mortgage
4. Attorney
5. Credit
Source: http://www.wordstream.com/articles/most-expensive-keywords
7
Is it a monopoly?
Percentage of Search in the United States
66%
Source: http://searchenginewatch.com/article/2275863/Google-Bing-Both-Win-More-Search-Market-Share
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The Network Effect
The audience continues to
be there because Google
continue to invest.
Other search engines don’t
have the revenue to buy the
technology or the brand.
You buy ads on Google
because that’s where the
audience is.
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Interests of Google v. Advertisers
However:
SMBs are the enterprises of
the future -
So, is Google ‘eating its own
young’?
Like any business, make as much revenue as possible.
But, they have the monopoly power to do so.
> This means: they can charge as much as possible.
So CPC has risen. This is fine for enterprise…
But what about SMBs? (92% spend less than $10k p.m.)
Crowded out
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User-unfriendly behavior?
Revenue first means….
Revenue before user
experience
e.g. Keyword creep
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97% of
revenue
is
Adwords
Case Study: Keyword Creep
Client:
Online fair-trade clothes retailer
Broad match is defined by Google as:
” a keyword trigger to show whenever someone searches for that phrase…or
related searches, and other relevant variations”
Keyword:
fair trade clothing
Keyword Stream
Examples:
clothing show nyc
ethical shoes
popel tree
free trade clothing
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Case Study: Enhanced Campaigns
Are enhanced campaigns just a way to raise revenue?
Client Example:
luxury sheet ecommerce only retailer.
Did costs go up?
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Case Study: Enhanced Campaigns
No difference in before vs.
after enhanced campaign
cost.
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Controversial – other examples
Broader and broader matching
Lots of low quality sites in GDN
Enhanced Campaigns
Starting to have own content (e.g.
calculator, weather, timer)
Google + results above Twitter
Privacy – cookies etc
15
You’re not all bad, Google….
Large market made accessible
Technology is amazing
They do innovate
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What do to?
Better run campaigns
Go beyond using Bing and Facebook
Search “v1.9” – retargeting, ad exchanges
Test, Test, Test (real estate has location, we have testing)
Integrate with other channels – social (e.g. Facebook Ads) and content (e.g. push users to an article or
whitepaper)
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PPC Alternatives
Other Search Engines
Social Networking
Search v1.9
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Leading Other Search Engine: Bing
Working on it:
Estimated $5 billion per year
Ballmer: “I’m going to [explicative] kill Google”
Qi Lu – “Sleep is for the lazy”
DuckDuckGo.com
18% - June 2013
15% - 2012
14% - 2011
Source: http://beta.fool.com/robertbaillieul/2013/07/25/why-bing-will-keep-gaining-market-share/41112/
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A dark horse:
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“We believe the odds of __________
developing a search engine in the next
five years are 70%”
-Leading industry analyst, Gene Munster of Piper Jaffray
Apple
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Social Networks: Case Study FB
21%
of client revenue comes from Facebook
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Speaking of Facebook
20% of divorce fillings in the U.S. now contain the word ‘Facebook’
Source: http://abcnews.go.com/Technology/facebook-relationship-status/story?id=16406245#.UCR5yGyoGic
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PPC Ads - Not Search….Yet
Search ‘social graph’
They’ve said ‘not web search’…
Assertion: But surely they want the web
to be Facebook + your friend’s
preferences.
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PPC Ads - Not Search….Yet
You can now advertise by search
keyword
Twitter retargeting just been made
available
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Speaking of Twitter – Most Retweeted
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Justin Bieber ?
President Obama
or
Speaking of Twitter – Most Retweeted
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Social Signals Layer
Social Signals – what do my friends think is the most relevant
answer to my search?
User intent
Web Results
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Convergence
The future
Follow friends on Google
Searching on Facebook
‘Search Engine’ -> Both Search and social <- ‘Social Network’
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Walled Gardens – The Four Horseman
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Apple
Amazon
PPC v1.9
Display Retargeting
e.g.
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Search Retargeting
e.g.
PPC v1.9 – Trading intent information
Real-Time-Bidding Ad Exchanges
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Almost like a stock exchange for buyer intention.
The Mobile Monetization Challenge
Simply that the screen is
smaller.
So people are harder to
advertise to .
Some say the solution is
‘native advertising’
i.e. ads that are the
‘same’ as content
E.g. Buzzfeed
Ads are same look and
feel as editorial content
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P.S. Mobile is a second device
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Top Ten Tips from the Trenches
6. Use content on your site and
PPC together
7. Landing pages matter (where
ever visitors come come from)
8. Use native advertising
9. Use PLAs
10. Remember conversions, not
just clicks
1. Improve your Adwords with daily management (don’t ‘spray and pray’)
2. Test, Test, Test
3. Retargeting everywhere (eg. FBX)
4. Google has search retargeting
5. Mobile is not for everyone, and that is ok (though especially good for local)
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Q & A - Thank you
Feel free to contact me:
Steven Kent – [email protected]
www.stevenkent.co
Twitter - @stevekent21
www.proteadigital.com/resources
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