August 26th, 2015

Cut To The Chase [Volume 2]: PPC News From The Desk of Jeff Allen

Jeff Allen | President at Hanapin Marketing | @JeffAllenUT

By Jeff Allen (@JeffAllenUT)

U.S. Search market share is split 65% to Google and 33% to Bing, according to the most recent comScore research. I’m left wondering where that Bing share is. We get 1% of our PPC Hero organic traffic from Bing, despite ranking similar for key terms. A spot check on a handful of accounts shows an average of 10% of organic traffic and 20% of PPC traffic coming from Bing. Read More »

Conversion rates are strongest between 3 and 7am. This is according to a study by Carrie Albright after evaluating data from a significant amount of accounts and ad spend. CTR is also strongest during a similar time frame. I guess those early morning infomercials really are on to something. Read More »

Google Quality Score changed in July. The impact was mainly seen for keywords with low traffic and new keywords. These now start with a QS of 6 versus a QS associated with their expected performance. According to a former Googler who worked on QS, this means that people with great account structure, who had super relevant ads, will now have a lower starting QS and those with poor structure/poor ads are getting a boost. That’s a pretty big bummer. Read More »

Omni-channel and multi-touch attribution is the future (according to TechCrunch), but not the now. Attribution software makes bold claims but under delivers real value. The sum of attributed conversions greatly exceeds real transactions and revenue. Further, businesses are typically not organized in a way to capitalize on insights. Most of our client side contacts only get credit for specific channels. This means they could care less about how TV drove Paid Search conversions, or how PPC increased the value of organic. That said, as we get closer to models and technology that work for every day data, brands that figure out models that works will be years ahead of their competition. Read More »

Ad-blocking will lead to $22 billion in lost advertising revenue in 2015. 45 million people in the U.S. use ad-blocking software. Display bears the brunt of this impact. The best part is, ad-blocking software companies let up to 10% of advertisers through their gates, presumably and eventually for a premium charge. Read More »

Bing releases tool for marketplace trends. This nifty tool helps with campaign strategy as it provides “clicks, volume and targeting trends.” The data is limited to industry, versus search term like Google Trends, and it feels slanted towards highlighting tablets as the best devices (impact of searches on Surface devices?). Read More »

WHAT WE’RE SEEING:

Same-account-spend grew by 1% from June to July. Ecommerce accounts had the slowest growth (although we have some very seasonal Ecommerce accounts that had a major impact), Healthcare and Business services saw the largest gains.

Spend in non-Google and Bing engines… Facebook spend held steady, YouTube spend shrunk by 20%, and our clients invested significantly more in programmatic and retargeting platforms.

Sales/revenue increased for our clients from June to July. Some of this is attributable to us signing a high volume of clients in Q2, and it taking some time to get new strategies implemented and begin seeing the results. Some of it is due to the impact of shifting budgets from Google/Google Search Partners to other channels.