PPC Advertising

Presenter: Eric Ritter / @EricRitter

An Overview

Overview

● Intro● A SERP● What is PPC Good for?● PPC Extensions● Local● The Future● PPC Executions

Introduction

97%of consumers research products online before buyingSource: BIA/Kelsey Group, User View Wave VII

Paradigm Shift

Top Search Engines

Let’s Talk About

Google.

http://www.google.com/about/products/

A SERP (Search Engine Results Page)

The Paid Search Process

1. People ask Google.2. Google scours it’s Ad index.3. Google chooses and displays results.4. People review and click on results.

PPC Ads put you

front and center.

The Paid Search Process

1. People ask Google.2. Google scours it’s Ad index.3. Google chooses and displays results.4. People review and click on results.

What do people

ask Google?

How does Google

Rank Ads?

What Ads do peopleclick on?

What is PPC good for?

Modern Customer Journey

Mooney, 2012

ZMOTZero Moment of

Truth

What else?

Branding

Awareness

Source: Google/Ipsos MediaCT, Search for Brands Industry Research, June 2014.61 studies across 12 verticals with 800 U.S. consumers.*Percentage Points. 6.6pp

is the average lift across 12 verticals.Statistically significant lift at the 95%

confidence level across all categories.

Consideration

Direct Response

PPC is...Advertising.

PPC Extensions

Extensions

Local

Why Local?

➔ Mobile Users becoming more savvy. Quickly moving from online search to offline purchase. “the more mobile a customer is, the more demanding he/she is for customized, context-specific, location-specific marketing experiences.”

➔ Roughly 1 in 5 searches on Google are related to location◆ Searches for “nearby” have grown 5x since

2011- Mobile Usage has Grown at an average rate of 76% year over year since 2011

➔ New SERPs from Google highlighting local business listings over websites on mobile devices

➔ In Store Betas

➔ New Mobile SERPs with Local Inventory Ads

➔ Buffalo Wild Wings used insights from store visits data to validate and adjust its bidding strategy and realized an 84% lift in conversions.

➔ Optimizing bids for local keywords and improving the online to offline guest experience.

➔ Mobile search ads feature location extensions that show phone numbers and directions to nearby restaurants and to people searching for wings, beer and live sports.

http://adwords.blogspot.com/2015/04/store-visits-insights-gain-momentum_8.html

The Future

The Google Search Appgets 30x as many

action queries by voice as by typing.

PPC Provides Insights

➔ Real User Behavior◆ Where are they searching?◆ When are they searching? (Time of Day, Day of the

Week) ➔ Real Search Queries, Contextual Targeting➔ Search Engine Trends

Intriguing PPC Executions

Thank you!@EricRitter

Great PPC Resources

➔ http://adwords.blogspot.com/ ➔ http://www.wordstream.com/articles/google-

ads➔ https://www.thinkwithgoogle.

com/platforms/search.html ➔ http://searchengineland.com/