March 31st, 2016

Cut To The Chase [Volume 9]: PPC News From The Desk of Jeff Allen

Jeff Allen | President at Hanapin Marketing | @JeffAllenUT

By Jeff Allen (@JeffAllenUT)

Google removed side ads (for desktop) and all the PPC folks went crazy. There are now up to 4 ads above the organic listings and another 3 below the listings. Many folks thought that CPC’s were going to skyrocket. There were even talks of how this was going to put SMB’s out of business. What we saw was a slight uptick in CPC in highly competitive verticals, and flat CPC’s in other areas. It’s still early, and folks that pay less attention to their accounts than we do might jump in once they realize they are losing volume and start bidding up the marketplace. Jacob “Juice” Brown wrote a great post on how to visualize the impact on your account: Read More>>

Mobile and Desktop SERPs are getting more and more similar. The above move was likely to create a more consistent user experience across devices. To continue this effort, Google is testing a carousel approach to Product Listing Ads on desktop. Also, when you search for “top” or “best,” Google is adding rankings to the products. This is going to widen the gap between top sellers and long-tail as users aren’t likely to click and buy something ranked 5th , but will for a similar price as the #1 product. Read More>>

Bing Ads is testing social extensions. The extension is the social site logo and links to a brands social page. The idea is to increase engagement and leverage your social channels. The problem – this diverts people from going to your site and buying from you. I think this is an attempt to use social proof during the sales funnel, but I believe people get distracted too easily for it to improve results. Read More>>

Bing rolling out native ads in MSN. These are similar to what Yahoo does for their properties, but MSN claims to have better engagement and thus Microsoft is hopeful to drive better advertiser ROI. We’ve seen mixed results for Yahoo, but when it works, it’s very scalable. Read More>>

New Algorithm from Instagram tells you what you care about. Instagram has changed their feeds from a sequential timeline to an algorithm. This is bad news for organic engagement, which has already been getting pummeled, but good news for advertisers, since they are likely to get prime real estate in the shuffle. Read More>>

Facebook live streaming for events is rolling out. In it’s most simple application, you can do a Periscope-esque livestream of an event. There are rumors that Facebook is working on deals with major league sports organizations to stream games on the app. The most appealing aspect of this, is that the livestream goes to the top of users feeds. Read More>>

Hero Conf is about a month away! The world’s largest PPC only conference will be in Philly this year from April 25th to 27th. Check out the schedule: Learn More>>