My presentation from Emerce Performance, Amsterdam on 21st November 2013. Discusses trends in Search Engine Marketing for 2014, with some best practice tips.

1. Not Your Father’s SEM
Jonathan Beeston
Director, New Product Innovation, EMEA
@searchbeest
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2. About me
§
Search marketing since 2002
§
Some of the SEM campaigns I’ve worked on
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3. Why is someone from Adobe
speaking about Search Marketing?
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3

4. Why Adobe?
Optimising Flash web sites?
Getting your PDFs indexed by Google?
Building SEO friendly
sites with Dreamweaver?
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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5. Major Digital Marketing Acquisitions
DAY CQ
NEOLANE
AUDITUDE
Q3, 2010
Web Experience
Management
Content Management
Personalization
2009
Q4, 2011
Video Advertising
Monetization &
Management
2010
OMNITURE
Q3, 2009
Site Analytics
Multi-Channel Analytics
Content Optimization
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Q3, 2013
Marketing Automation &
Campaign Management
Email Campaigns
2011
DEMDEX
Q1, 2011
Audience Management
5
2012
EFFICIENT
FRONTIER
Q1, 2012
Search, Display and Social
Advertising Management
and Optimization
2013
SATELLITE
Q3, 2013
Tag Management Platform

6. Let’s go back to 2002
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7. Las Ketchup sweeps across the world
Spain
Germany
Italy
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8. PPC in 2002
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9. PPC in 2002
Target rank
Gap surfing
Bid jamming
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9

10. PPC in 2002
AdWords switches to cost-per-click
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10

11. But there’s a
twist…
AdRank = Bid CPC x CTR
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11

12. And the rest is history
50000
45000
Google advertising revenues ($m)
40000
35000
30000
25000
20000
15000
10000
5000
0
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
Source: Google
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@AdobeAds
12

13. 3 big themes for 2014
Ads, ads, ads
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@AdobeAds
Mobile
13
What is search?

14. Ads, ads, ads
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Source: http://en.wikipedia.org/wiki/User:BillyH / CC-BY-SA-3.0

15. 1998
“could be argued
It
from the consumer
point of view that
the better the
search engine is,
the fewer
advertisements
will be needed for
the consumer to
find what they
want.
”
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@AdobeAds
15

16. 2013
Source: blog.tutorspree.com
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@AdobeAds
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17. Google Product Listing Ads
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18. Google’s PLAs nearly equal Bing/Yahoo
US retail spend Q4 2012
11%
14%
Google PLA
Bing/Yahoo
Google non PLA
75%
Source: Adobe
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@AdobeAds
18

19. PLAs vs Standard Text Ads
140%
134%
Indexed Google non-PLA=100%
120%
105%
104%
97%
100%
88%
80%
60%
40%
20%
0%
AOV
ROI
CTR
Conv rate
CPC
Source: Adobe
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@AdobeAds
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20. Google is expanding PLAs further
Source: Searchengineland
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20

21. Even taking priority over brand ads
Source: @danbarker
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22. Granularity Exposes Competitive Advantages
PLA Attribute
Product_ty
pe=
Brand=
Id=
Shoes
ECCO
ID
1
ID
2
Dresses
Johnston
&
Murphy
ID
3
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ID
4
BCBG
ID
5
ID
6
All Products
DKNY
ID
7
ID
8
All Products
All Products

23. Control What You Can Control
Sharp image
Accurate
Data
Target
Structure
Competitive
bid
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Google Ad
Type and
Location
Google
Algorithmic
Changes
Competition

24. PLA takeaways
§
Always play both hands, PLAs and text ads.
Spend can be shifted between the two ad types depending on relative
performance, but never put all your eggs in one basket.
§
Only push spend on PLAs when you see an increase in
impressions and clicks.
Bidding up beyond that point will only result in unnecessary CPC inflation with
very little incremental volume.
§ Don’t
apply the same set of rules or ROI goals to
both PLAs and text ads.
Scalablility differences mean that the point where their performance converges is
not always the most efficient.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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25. Lots of new comparison formats are coming
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26. Flights
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27. Hotels
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28. Credit cards
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29. Credit cards… and beyond
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29

30. “There will be no banner ads
on the Google homepage or
web search results pages”
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31. Mobile
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32. Explosion in smartphone and tablet devices
2000
1800
Global shipments (m)
1600
1400
1200
1000
800
600
400
200
0
2012
2013
2014
2015
Smartphones
PCs
2016
2017
Tablets
Source: IDC, Strategy Analytics
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@AdobeAds
32

33. Smartphone & mobile internet penetration
2012
35%
27%
European smartphone
penetration
By 2017
GLOBAL smartphone
penetration
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34. Adobe is forecasting a mobile Christmas
Mobile + Tablet share of online sales
25%
20.4%
20%
14.4%
15%
9.5%
10%
10.6%
10.5%
Germany
Netherlands
5%
0%
UK
France
US
Source: Adobe
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@AdobeAds
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35. Mobile ad spend
According to the IAB
$8.9B
was spent on mobile ads in
2012 globally
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35

36. Google Enhanced Campaigns timeline
Google
announces
Enhanced
Campaigns
Q1
July 22nd
cutover for all
campaigns
Ad group
MBAs
Q2
Adobe
support for
Enhanced
Campaigns
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Q3
Adobe MBA
suggestions at
campaign
level
36
Q4
Adobe MBA
suggestions at
ad group level

37. Capture all ‘revenue’ to calcuate MBA
MBA = Mobile RPC / (Desktop & Tablet RPC – 1)
Include all ‘revenue’ events, e.g.
§
Calls
§
Downloads
§
Registrations
§
Leads
§
Newsletter signups
§
App installs
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@AdobeAds
37

38. Difference in Bid-to-CPC ratio
The same bid on Desktop/Tablet may not yield the same CPC on Mobile
You may have to bid higher on Mobile to get the same CPC
MBA
CPC
Bid to CPC ratio
€1
€0.80
80%
Mobile
€1
€0.40
40%
Desktop/Tablet
100%
Bid
Desktop/Tablet
0%
Device
€1
€0.80
80%
Mobile
€2
€0.80
40%
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@AdobeAds
38

39. What is Search?
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@AdobeAds
39

40. Google may dominate in Western Europe, but…
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41. Social players getting into search
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42. Populate your meta-data!
Check ins + Likes + Recommendations = Results
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42

43. Populate your meta-data!
Encourage offline customers to connect on mobile
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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44. Facebook also becoming a huge player on mobile
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45. Twitter
“Twitter is the best way to connect with people,
express yourself and discover what's happening.”
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@AdobeAds
45

46. What’s the biggest search engine in Retail?
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@AdobeAds
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47. 3 big themes for 2014
Ads, ads, ads
Mobile
What is search?
§ The search landscape has more ads and formats than
ever – it’s not traditional SEM
§ The world is going mobile – get ahead of the trend
§ Biggest challengers to Google aren’t search engines
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@AdobeAds
47

48. Dank!
http://www.adobe.com/solutions/media-optimization.html
facebook.com/AdobeMarketingCloud
@AdobeAds | @searchbeest
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49. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@AdobeAds
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