July 29th, 2015

Cut To The Chase: PPC News From The Desk of Jeff Allen

Jeff Allen | President at Hanapin Marketing | @JeffAllenUT

Q2 AT GOOGLE, PPC FOR B2B, GOOGLE’S STANCE ON BEST PRACTICES…

Google beat market expectations for the first time since 2013 in Q2 2015. They mentioned revenue growth from mobile advertising, YouTube and programmatic services as the key revenue drivers. I see that advertisers are figuring out how to win on mobile, and that folks are investing heavier on ROI ambiguous digital advertising as search volume stagnates. Read More »

B2B purchasers now act more like consumers according to McKinsey&Company. McKinsey research shows that the increase in B2B social tools, like LinkedIn, have led to more informed buyers, more influencers per decision and purchasers adopting their consumer shopping experience for their B2B decisions. This means you can no longer rely on only Google Search to drive leads; you need to engage your customers over paid social and display channels. Read More »
View the McKinsey customer journey map »

Best practices straight from Google! Well, sort of. They have a handy and extensive guide that was put together by some pretty smart folks. That said, it’s still fairly broad and of course is going to have that familiar slant of revenue driving ideas. But still, they’re publicly commenting on topics like do you delete or pause low search volume keywords. Read More »

CPC on brand terms jumped 40% YoY. According to Merkle, paid search is still growing, although slowly, but alarmingly CPCs on brand related terms is going up, thus dramatically increasing CPA for most advertisers since brand conversions are usually less expensive than non-brand conversions. It would be foolish to use this as an excuse to stop bidding on brand terms, though. I see the increase as a direct result of more advertisers bidding on competitors’ terms. If you stop bidding on your brand terms, the only paid ads that will show up will be for your competitors. Read More »

Product Ads are driving non-brand search volume, which creates double the issue for advertisers. Most of them are seeing a decline in conversion volume from non-brand paid search and an increase in branded conversions. This problem is exacerbated if the client looks at Product Ads as a separate channel from search. These advertisers will see a decline in overall conversion volume and a potentially sharp increase in CPA. Read More »

Speaking of product ads…

Bing Shopping Campaigns are now available for everyone. These were in Beta for quite a while but now eCommerce marketers that weren’t accepted earlier can launch these, typically very profitable, paid campaigns. This also shows that Bing ‘s strategy is still Google parity. Read More »

Does anyone read text ads? Matt Umbro wrote about the increasing amount of real estate text ads take in SERPS and how you need to utilize all your ad extensions to ensure your puny ads don’t get overlooked. Read More »

46% of non-mobile optimized sites have seen a decline in rankings over the past two months. “Mobilegeddon” impacted organic search (rolled out in April) but I mention it here because many folks are seeing a sharp decline in organic conversion and asking us if we can help identify why. Not having a mobile optimized site is a common reason and a common reason why PPC performance has declined over the past 2-3 years. Read More »

WHAT WE’RE SEEING:

Facebook has become a heavy bet for our clients. Spend in that channel has increased 240% since April. New activations is driving much of that growth; once live in FB the ROI appears to be strong enough that we aren’t seeing significant deactivations.

Yahoo Native Ads continue to perform well; our clients have increased their investment in this channel by 60% over the last quarter, and it now makes up a significant portion of the ad spend we manage on behalf of our clients. It performs particularly well for businesses targeting a +55 demographic. Bing recently announced their own Native Ads, too. Read More »

Same-account-spend increased by an average of 9%.

Industries with the biggest spend changes: Travel & Leisure, Legal, and Technology saw the largest MoM spend increases; Automotive and Retail saw the largest decreases.