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The Changing Landscape of Paid Search

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There have been many changes in the field of pay per click advertising this year. This presentation takes a look at the more notable ones and how they've affected PPC search campaigns. It was originally presented at SMX Advanced in Seattle in June of 2016.

Publié dans : Marketing
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The Changing Landscape of Paid Search

  1. 1. #SMX #21B James Svoboda @Realicity James Svoboda, CEO @WebRanking, Co-Founder @MnSearch THE CHANGING LANDSCAPE OF PAID SEARCH
  2. 2. #SMX #21B James Svoboda @Realicity  Right Side Changes – February 19th, 2016 – Only Desktop Searches • 50% of Searches are Mobile • ~25% of Searches Affected – +1 Top Ad – Now up to 4 – 3 Bottom Ads – More “Organic” Looking – Frees Up Space for Shopping Ads & Knowledge Graph BYE BYE RIGHT SIDE ADS
  3. 3. #SMX #21B James Svoboda @Realicity 3 Mobile Ads on Top (above fold) and 3 on Bottom
  4. 4. #SMX #21B James Svoboda @Realicity Device Analysis – Pre & Post Side Ad Removal
  5. 5. #SMX #21B James Svoboda @Realicity COHESIVE TEXT AD & SHOPPING AD EXPERIENCE
  6. 6. #SMX #21B James Svoboda @Realicity Extended Headlines – Winners in 9/10 Ad Groups Starting to look more and more like Organic Listings...
  7. 7. #SMX #21B James Svoboda @Realicity Other (bottom) Better Than Side  Bottom Ads Now Come With… – Extended Headlines – Seller Ratings – Ad Extensions – Better CTR
  8. 8. #SMX #21B James Svoboda @Realicity Ad Analysis : Top vs. Other
  9. 9. #SMX #21B James Svoboda @Realicity Ad Extensions Analysis – Pre & Post Side Ad Removal
  10. 10. #SMX #21B James Svoboda @Realicity Top Vs. Side/Other – Cause & Effect
  11. 11. #SMX #21B James Svoboda @Realicity
  12. 12. #SMX #21B James Svoboda @Realicity PROMOTED PINS – Not Your Typical Ad Format
  13. 13. #SMX #21B James Svoboda @Realicity Native “Landing Page”?
  14. 14. #SMX #21B James Svoboda @Realicity WIDER SEARCH PAGE LAYOUT
  15. 15. #SMX #21B James Svoboda @Realicity SERP Space Now 17% Wider Source: MOZ - https://moz.com/blog/title-tag-length-guidelines-2016-edition
  16. 16. #SMX #21B James Svoboda @Realicity Wider Shopping Ad Space: 5 -> 6 Ads
  17. 17. #SMX #21B James Svoboda @Realicity Wider Ad Space Courtesy: The SEM Post
  18. 18. #SMX #21B James Svoboda @Realicity Extended Text Ad Space: Headline, Description + Domain
  19. 19. #SMX #21B James Svoboda @Realicity Structured Snippets Length: 84 -> 98, + Multiple Showing - 14 additional characters on desktop. - Multiple Structured Snippets Headers “types” per Query. - 2 (more?) Structured Snippets Ads Showing at Same Time. - How many possible for a DKI Headline ad? Up to 39…  2 “Types” Showing at Same Time.
  20. 20. #SMX #21B James Svoboda @Realicity Ad Extension Space is Larger, But Varys • More Space Allows More Extensions to Show… • Minimum of 2, Sometimes 3, Still a max of 4 • Character Width + Total Shown Varies due to Font • Can we call this Responsive? • Roughly 9 Characters of Space for Separators • Up to 90 Actual Characters of Ad Extension Text…???
  21. 21. #SMX #21B James Svoboda @Realicity Responsive-ish Mobile Ads - Ad Extension Characters Vary by Device Width - Roughly 67 for Landscape, 44 for Portrait – 23 Difference
  22. 22. #SMX #21B James Svoboda @Realicity GREEN “AD” LABELS – Same Color as URLs
  23. 23. #SMX #21B James Svoboda @Realicity TITLE SLIDE ALTERNATIVE LAYOUT w/ *EXAMPLE* IMAGE (SWAP IN YOUR OWN AS NEEDED) AdWords Starting To Strut Their Stuff
  24. 24. #SMX #21B James Svoboda @Realicity Recently Ads Have Seemed A Little More Like…
  25. 25. #SMX #21B James Svoboda @Realicity What Are Expanded Text Ads? • Currently in Beta • Beta is Throttling Impressions • Estimated +20% Lift in CTR • Work on Desktop & Mobile • 95 -> 140 Characters (+50%) • Headlines: More Characters • Descriptions: More Characters • Display URLs: More Characters?
  26. 26. #SMX #21B James Svoboda @Realicity Larger, Multiple Headlines: Keywords/DKI, Offers & CTAs
  27. 27. #SMX #21B James Svoboda @Realicity 1, Longer Description. Think of the DKI FAIL Possibilities…
  28. 28. #SMX #21B James Svoboda @Realicity Updated Display URLs with up to 2 New “Paths”
  29. 29. #SMX #21B James Svoboda @Realicity Bing Ads Already Working On Adding & Supporting ETAs
  30. 30. #SMX #21B James Svoboda @Realicity WRITING & TESTING ETAs  What’s Important? – Headlines – Headlines! – Keywords + CTA/Offer – Legible & Persuasive Description Copy – Headlines!
  31. 31. #SMX #21B James Svoboda @Realicity ETAs Rolling out in July? Old ads Retired after September? Source: Larry Kim - https://medium.com/atm-all-things-marketing/google-expanded-text-ads-10-things-you-need-to-know-7da7209b650f
  32. 32. #SMX #21B James Svoboda @Realicity How is this going to affect Dynamic Search Ads?
  33. 33. #SMX #21B James Svoboda @Realicity WHAT’S YOUR DSA STRATEGY? Dynamic Search AD Standard Text AD
  34. 34. #SMX #21B James Svoboda @Realicity TAKEAWAYS - There is a New Normal - ETAs & Headlines FTW! - Ad Extensions More Important - Ads are going Responsive - Create a DSA Strategy
  35. 35. #SMX #21B James Svoboda @Realicity THANK YOU! download: www.webranking.com/presentation James Svoboda CEO WebRanking, Co-Founder MnSearch t: @realicity e: james.s@webranking.com b: www.webranking.com/blog

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