PPC (pay-per-click) advertising allows businesses to target consumers during the research phase of their purchasing journey. PPC ads are displayed prominently on search engine results pages (SERPs) to reach people searching online. PPC is well-suited for direct response goals like driving website traffic or online conversions. It also supports branding and awareness objectives. Extensions allow PPC ads to provide more context like location or store hours. As mobile search grows, local PPC targeting consumers near businesses is becoming increasingly important. The future of PPC includes optimizations for voice search and using search data insights.

1. PPC Advertising
Presenter: Eric Ritter / @EricRitter
An Overview

2. Overview
● Intro
● A SERP
● What is PPC Good for?
● PPC Extensions
● Local
● The Future
● PPC Executions

3. Introduction

6. 97%
of consumers research
products online before
buying
Source: BIA/Kelsey Group, User View Wave VII

7. Paradigm Shift

8. Top Search
Engines

11. Let’s Talk About
Google.

12. http://www.google.com/about/products/

13. A SERP (Search
Engine Results Page)

14. The Paid Search Process
1. People ask Google.
2. Google scours it’s Ad index.
3. Google chooses and displays results.
4. People review and click on results.

20. PPC Ads put
you
front and center.

21. The Paid Search Process
1. People ask Google.
2. Google scours it’s Ad index.
3. Google chooses and displays results.
4. People review and click on results.

22. What do people
ask Google?

24. How does Google
Rank Ads?

26. What Ads do
people
click on?

28. What is PPC good
for?

29. Modern Customer
Journey

30. Mooney, 2012

31. ZMOT
Zero Moment of
Truth

34. What else?

35. Branding

36. Awareness

37. Source: Google/Ipsos MediaCT, Search
for Brands Industry Research, June 2014.
61 studies across 12 verticals with 800 U.
S. consumers.*Percentage Points. 6.6pp
is the average lift across 12 verticals.
Statistically significant lift at the 95%
confidence level across all categories.

38. Consideration

39. Direct Response

40. PPC is...
Advertising.

41. PPC Extensions

42. Extensions

44. Local

45. Why Local?
➔ Mobile Users becoming more savvy. Quickly
moving from online search to offline purchase.
“the more mobile a customer is, the more
demanding he/she is for customized, context-
specific, location-specific marketing
experiences.”
➔ Roughly 1 in 5 searches on Google are related
to location
◆ Searches for “nearby” have grown 5x since
2011- Mobile Usage has Grown at an
average rate of 76% year over year since
2011
➔ New SERPs from Google highlighting local
business listings over websites on mobile
devices
➔ In Store Betas
➔ New Mobile SERPs with Local Inventory Ads

47. ➔ Buffalo Wild Wings used insights
from store visits data to validate and
adjust its bidding strategy and
realized an 84% lift in conversions.
➔ Optimizing bids for local keywords
and improving the online to offline
guest experience.
➔ Mobile search ads feature location
extensions that show phone numbers
and directions to nearby restaurants
and to people searching for wings,
beer and live sports.
http://adwords.blogspot.com/2015/04/store-visits-insights-gain-momentum_8.html

48. The Future

49. The Google Search App
gets 30x as many
action queries by voice
as by typing.

51. PPC Provides Insights
➔ Real User Behavior
◆ Where are they searching?
◆ When are they searching? (Time of Day, Day of the
Week)
➔ Real Search Queries, Contextual Targeting
➔ Search Engine Trends

52. Intriguing PPC
Executions

57. Thank you!
@EricRitter

58. Great PPC Resources
➔ http://adwords.blogspot.com/
➔ http://www.wordstream.com/articles/google-
ads
➔ https://www.thinkwithgoogle.
com/platforms/search.html
➔ http://searchengineland.com/