February 24th, 2016

Cut To The Chase [Volume 8]: PPC News From The Desk of Jeff Allen

Jeff Allen | President at Hanapin Marketing | @JeffAllenUT

By Jeff Allen (@JeffAllenUT)

Side ads are dead! I was a day late getting this months copy to Marketing, and boy, am I glad! Google confirmed on 2/19 that for “high commercial queries” they will show 4 ads at the top of SERPS and no ads on the right side. This change will reduce ad inventory significantly, as a result, a lot of folks are saying you are going to see 2-3x CPC’s soon. Read More>>

I don’t think a rise in CPC’s will happen, though. For the most part, the majority of our accounts have an average position above 3. While those with average positions of 5-6+ are likely there because they simply want a presence for those keywords. However, conversion rates aren’t great in these positions even with accounts seeing significant traffic from them. I don’t foresee advertisers that were previously in position 5 or 6 all of the sudden starting to bid for positions 1-4. I do think that inexperienced PPC managers, or SMB’s that set and forget campaigns, will see significant drops in paid search volume and could ultimately be pushed out of auctions altogether. The solution for them – Facebook.

AdWords rolled out Portfolio Bid Strategies in February. This is partly a terminology change for its automated bidding tools, but there is also some new functionality. One key aspect is it allows us to set different CPA targets at the ad group level. This helps empower account managers, giving them more flexibility and likely increasing the usage of AdWords bidding tools. Read More>>

Understanding how your competition is bidding is hard. But it’s also very useful and one of the most common questions we hear from clients. Jacob “Juice” Brown wrote a great post on using auction insights to infer your competitors’ strategies. Read More>>

Big agency world has been evolving, finally. They are seeing that it’s not just about who they work with, what the President of their agency did 10 years ago, or what kind of scale they have. It’s about people, creative ideas and delivering insights that transcend the campaign they are running. Here’s a great article with Carat’s Doug Ray. Read More>>

Facebook and Google Analytics don’t always add up when it comes to reporting sales. The reason is that Facebook thinks differently than we’re used to, so you’re not really comparing apples to apples when you compare the two. From cookie windows to view through conversions, here’s why your metrics don’t match: Read More>>

We’re hosting a Digital Live Summit in March! It’s an all day event that bridges practical how-to’s and philosophical questions, such as trends and the state of the industry. I encourage you to attend some or all of it. The event will provide you the ammunition and knowledge you need to be successful with your PPC efforts in 2016 (and its Free!). Register Here>>