rest in peace precious ppc keywords
TRANSCRIPT
searchmarketingexpo.com @MartyWeintraub
#SMX #13C
SEARCH PPC WITHOUT KEYWORDS?
searchmarketingexpo.com @MartyWeintraub
#SMX #13C
searchmarketingexpo.com @MartyWeintraub
#SMX #13C
GOOGLE METHODICALLY
ELIMINATING KWS &
DEPRECIATING GRANULAR
KW DATA
searchmarketingexpo.com @MartyWeintraub
#SMX #13C
PSYCHOGRAPHICS + SEARCH
searchmarketingexpo.com @MartyWeintraub
#SMX #13C
searchmarketingexpo.com @MartyWeintraub
#SMX #13C
IN MARKET AUDIENCES
searchmarketingexpo.com @MartyWeintraub
#SMX #13C
searchmarketingexpo.com @MartyWeintraub
#SMX #13C
IN MARKET AUDIENCES
searchmarketingexpo.com @MartyWeintraub
#SMX #13C
searchmarketingexpo.com @MartyWeintraub
#SMX #13C
IN-MARKET PERFORMS
searchmarketingexpo.com @MartyWeintraub
#SMX #13C
searchmarketingexpo.com @MartyWeintraub
#SMX #13C
UNDERSTAND THE EVOLUTION
Search Ads
Contextual Targeting
Product Listing
Dynamic Search Custom Affinities
searchmarketingexpo.com @MartyWeintraub
#SMX #13C
PLA FEED TARGETING
"PLAs Steal Intent-Driven Clicks
from Other PPC Ads“
- Larry Kim
searchmarketingexpo.com @MartyWeintraub
#SMX #13C
PLA = SERIOUS PERFORMANCE
"PLAs Steal Intent-Driven Clicks
from Other PPC Ads“
- Larry Kim
searchmarketingexpo.com @MartyWeintraub
#SMX #13C
SUFFOCATING RULES
• NO SERVICES
• “Buy Online & Pick Up In Store” (BOPIS) is the only ecommerce option, then inventory must be verifiable by Google real-time in each store, no exceptions
• Inventory can be verified at the regional warehouse level, only if the e-tailer offers optional delivery to customer’s street address
searchmarketingexpo.com @MartyWeintraub
#SMX #13C
THE WORKAROUND
• Can be BOPIS only • Pack Store With Inventory • Mojo In Inventory Mix
• Ship to customer’s address OR
• Ship to preferred BOPIS Pickup Vendor OR
• Include installation options, upsell other options online and/or in-store
searchmarketingexpo.com @MartyWeintraub
#SMX #13C
RESULTS ‘MAY’ BE AWESOME
Custom Affinity Topics In-Market
CPC $0.63 $1.10 $0.77
CTR 0.41% 0.20% 0.52%
searchmarketingexpo.com @MartyWeintraub
#SMX #13C
KEYWORDLESS WINNERS
Conversions
Response Rate
Conversions Cost/Action
searchmarketingexpo.com @MartyWeintraub
#SMX #13C
BACK TO THE FUTURE!
• Google’s Been Trying To Minimize KWs For Years • They Are Finally Succeeding • Google Would Rather Control Their Own Machine • Marketers Get Only Enough Info To Not Screw Things Up • Skillsets Of Great AdWords Practitioners Changing
searchmarketingexpo.com @MartyWeintraub
#SMX #13C
TAKEAWAYS • New Targeting is replacing Keywords • Test Facebook Ads Creative Techniques In Google • Think About URL Affinity • These options show a lot of promise • We are getting less and less query data • Test, Test, Test • Get Out Your Wallets • Understand PLA Rules For Survival, Stretch As Needed