September 24th, 2015

Cut To The Chase [Volume 3]: PPC News From The Desk of Jeff Allen

Jeff Allen | President at Hanapin Marketing | @JeffAllenUT

By Jeff Allen (@JeffAllenUT)

Sustainable growth from B2C companies comes from household penetration and not from increasing the value of the average customer (according to Bain & Company). This is important to PPC advertisers; only focusing on keyword based advertising means you’ll hit a point of impression saturation long before you have maximized your market penetration. You have to do display and paid social (even at lower returns) if you want to have broad enough reach to increase your share of households, and thus win your market segment. Read More>>

Business complexity hinders performance according to 74% of survey participants in a SAP & Wharton joint project. 51% of people believe simplifying their business is important today, and 67% think it will be important in the next 3 years. With the increase in tech usage amongst marketers, multi-channel and multi-device tracking, and the ever-increasing number of channels, I posit that simplifying marketing is also going to be extremely important over the next 3-years. Read More >>

Conversions aren’t conversions anymore. Google and Yahoo are making/have made changes to what they consider conversions in their interfaces. Yahoo now counts (at least according to an unnamed rep) view through conversions and actual transactions as conversions. Google is changing their reporting so the only conversions shown in the “Conversions” column are those that you’ve designated as wanting to optimize for. If you only have one conversion type set up (say a tracking code on your thank-you page after a transaction) you likely won’t see any change. But if you track micro-conversions (such as email sign ups along with sale transactions) you may see your reported conversion volume drop off. So to simplify it, your Yahoo reported conversions are going to skyrocket and your Google reported conversions may plummet, all while you’re actual revenue remains the same. Read More>>

Marketing Technologists (the folks that help you determine your best marketing stack and have deep technical skills) are quickly being known as “marketers” in the same way that digital marketing is redundant as any marketing must include digital. However, Scott Brinker makes a great case – while there will be some regression to the mean, those marketers and businesses that continue to pursue deep technical proficiency will always have a unique seat at the table. I believe this to be true, and relevant, as many agencies of ole try to become relevant again by claiming to be digital experts while their true depth lies with traditional channels. Read More>>

Gmail Sponsored Promotions are out of beta (which is the second time?). This is an effective, although small volume, tool that let’s you keyword target Gmail users based on emails in their inbox. We’ve found it to be killer for conquest strategies where you target users with your competitor’s brand name in their inbox. Read More>>

Geo-targeting isn’t just about opting to show ads in the right location. It’s also about having the right account settings. Most advertisers are OK targeting users physically in OR for searching your geo targets, but there are times you only want people physically in your targeted location. Secret Jake, a Sr. Account Analyst at Hanapin, shows us that you can waste up to 20% of your advertising budget by clicking one wrong button. Read More>>

Shady competitors who claim to be affiliated with Google are getting letters from attorney’s who are actually associated with Google. This is in SEO (for now) but it’s refreshing that Google is targeting shady business practices. Read More

WHAT WE’RE SEEING

Same account PPC spend increased 9.25% in August compared to July.

Programmatic spend is the fastest growing channel for our clients over the past 60-days. In general, we’ve found that low-price ecommerce businesses are seeing the best ROAS and quickest increase in programmatic budget.

Lead Gen accounts with lead quality issues should test excluding “Search Partners” from their Google and Bing campaigns. Search Partners at times perform great and look good on paper, however for certain accounts lead quality is awful. This has always been “a thing” but PPC folks often forget about it.