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It’s no secret that more and more advertisers are funneling their marketing dollars out of “traditional” methods and reinvesting those funds in places many may have laughed at little more than a decade ago (and that goes double for internet marketing and pay-per-click ads). But what started that trend? What began pushing this change in philosophy, and with so much change so fast, can anyone predict what the marketing landscape will look like in a couple of years? Will the focus still be on paid search and web-based advertising? If so, how will those markets be different? It’s an ongoing and epic drama of adventure and exploration, indeed! This session will stretch your mind to remember back to the advertising world of old, not only to potentially learn ways to enhance what we’re doing today, but also to realize how and why things have changed, how the eventual winners were able to take advantage, and perhaps most importantly, to determine if history may repeat itself – and how you can be the winner this time around.
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2015: A PPC
Odyssey
• Paid Search Consultant @ Hanapin
• 2nd most widely-read writer on PPC Hero
• Hero Conf emcee & speaker
• w/ Hanapin since February 2011
@one800kayla
KAYLA KURTZ
Traditional marketing
Transition to online
What started
this trend?
Will it continue?
Past + Future
What’s next?!
START
HERE
#AdaptPPC
Why 2015?
#AdaptPPC
Hana-NOW
Hana-2011
#AdaptPPC
In-House Agency
TraditionalDigital
Trad
ition
al M
arke
ting
BUY THINGS!
ONLINE MARKETING
Similar aspects to traditional, such as BRANDING, REPETITION, COMPETITIVE MESSAGING
#AdaptPPC
Digital Marketing TODAY
Now we’re giving online
customers…COLOR!
PICTURES! VIDEO!
#AdaptPPC
Calm down, everybody…
…they freak out
EVERY. TIME.
If you LEAVE ME…
Get your AD where the searchers ARE…
ALL THE TIME.
Where we’ve been:
GEOTARGETING
ENHANCED CAMPAIGNS
DISPLAY CAMPAIGN
STRUCTURE
Where we’ve been:
MANUAL VS. AUTOMATED
BIDDING
BING
SCRIPTS
Be more PROACTIVE about your PPC
approach.
Did you say…MILLIONS?
Where are we GOING?
Multi-device Reliance
Automated Platforms
CROImpression-
based MetricsLead
Tracking
#AdaptPPC
What do YOU think?!
The key is to stay SHARP
Don’t forget the lessons you’ve ALREADY LEARNED.
#AdaptPPC
