the dawn of paid search without keywords - hot topics in paid search - smx west - alex cohen of...

© Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 1

@digitalalex

Alex Cohen, Senior Marketing Manager

www.clickequations.com | @digitalalex

The Dawn of Paid Search Without Keywords

http://www.clickequations.com/


@digitalalex © Copyright 2011 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex

Why Does a Publisher Create Content?

Monetization Content

Monetization



Think of Google Like a Publisher, Not a Search Engine

Monetization

Content

Monetization



Universal Search Started Pulling Attention from PPC



In 2010, universal paid search dramatically changed SERPs


@digitalalex © Copyright 2011 ClickEquations Inc. All Rights Reserved | www.ClickEquations.com @digitalalex

New Ad Formats

Product Listing Ads

Display Ads in Image Search




New Calls to Action

Click-to-Call Comparison Ads




New Monetization Models

Cost-per-lead

(CPL)

Cost-per-Acquisition

(CPA)




New Display Targeting Options

Remarketing Ads (source: http://clck.it/hsBh2H)




New Advertising Automation

Google Boost




Old vs. New Methods of PPC Advertising

Old New

Targeting Keywords Audience buying

Ads Text Ads Image Ads/ Organic Like Results

Pricing CPC, Daily Budgets CPA, Monthly Budgets



2 Things Google Needs to Increase Profit

1. Another line of business to complement paid search

2. To remove obstacles to profit and incremental growth within AdWords

Google has already told us there solution to both of these problems…



We will buy more ads on Google without keywords.



5 Ways to Target in Paid Search Without Keywords



2. Targeting by Audience

Demographic Bidding

Demographic Targeting



3. Targeting by Business Type

Google Boost (SMBs)

Credit Cards Comparison (UK)



4. Targeting by Product

Product Listing Ads Product Extensions



5. Targeting by Behavior

Interest Category Targeting (Source: http://clck.it/feIKnh)

Remarketing (source: http://clck.it/hsBh2H)



It’s About Addition vs. Subtraction

Addition Subtraction



How We’ll Buy Without Keywords

Target Audience

Exclusions

Preferences



One Parting Thought…

Some of these new features creates a hybrid auction where some advertisers are controlling bids, while Google changes the bids of others while deciding whether both are eligible/relevant to appear.

In effect, you are placing your bidding wits against Google’s.



Learn More About Paid Search Without Keywords

• Search Engine Watch Article – http://clck.it/i9Oo4s

• PPC Rockstars podcast – http://clck.it/gxLjJX

• Ask Howie Interview - http://clck.it/gpgU11

• ClickZ Magazine (print) - March 2011 - http://clck.it/fHI1R7

http://clck.it/i9Oo4s

http://clck.it/i9Oo4s

http://clck.it/gxLjJX

http://clck.it/gxLjJX

http://clck.it/gpgU11

http://clck.it/fHI1R7

http://clck.it/fHI1R7



43 Paid Search Marketing Tools http://clck.it/43tools

1. Keyword Research – Google Keyword Research Tool -

https://adwords.google.com/select/KeywordToolExternal – Wordtracker – www.wordtracker.com – Trellian Keyword Discovery -

http://www.keyworddiscovery.com/ – SEO Book Keyword Tool –

http://tools.seobook.com/keyword-tools/seobook/ – Wordstream – www.wordstream.com

2. Competitive Analysis 1. Compete – www.compete.com 2. AdGooRoo – www.adgooroo.com 3. SEMRush – www.semrush.com 4. The Search Monitor – www.thesearchmonitor.com 5. iSpionage – www.ispionage.com

3. Display Research 1. Google Placement Tool – Instructions -

http://clck.it/placement-tool 2. DoubleClick Ad Planner –

http://www.google.com/adplanner/ 3. Web Data Extractor - http://www.webextractor.com/

4. Performance Marketing Platforms • ClickEquations – www.clickequations.com • Kenshoo – www.kenshoo.com • Marin Software – www.marinsoftware.com • Acquisio – www.acquisio.com • AdWords Editor – www.google.com/intl/en/adwordseditor/ • adCenter Desktop - http://clck.it/9JbCPS

5. Niche Tools

• Mongoose Metrics – www.mongoosemetrics.com • Optimine – www.optimine.com • MarchEx – www.marchex.com • ClearSaleing – www.clearsaleing.com

6. Testing & Personalization • Google Website Optimizer - www.google.com/websiteoptimizer • Omniture Test & Target - http://clck.it/testandtarget • Monetate – www.monetate.com • Sitespect – www.sitespect.com • Ion Interactive – www.ioninteractive.com

7. Analytics – Qualitative • 4Q – http://4q.iperceptions.com • Foresee – www.foreseeresults.com • UserTesting – www.usertesting.com • iPerceptions – www.iperceptions.com • KnowClick – www.knowclick.com

8. Analytics – Quantitative • Adobe by Omniture – www.omniture.com • Unica – www.unica.com • Google Analytics – www.google.com/analytics • Coremetrics – www.coremetrics.com • Webtrends – www.webtrends.com

9. Customer Relationship Management (CRM)/Lifetime Value (LTV) • SalesForce – www.salesforce.com • SAP – www.sap.com • NetSuite – www.netsuite.com • Venda – www.venda.com • Volusion – www.volusion.com

https://adwords.google.com/select/KeywordToolExternal

http://www.wordtracker.com/

http://www.keyworddiscovery.com/

http://tools.seobook.com/keyword-tools/seobook/



http://www.wordstream.com/

http://www.compete.com/

http://www.adgooroo.com/

http://www.semrush.com/

http://www.thesearchmonitor.com/

http://www.ispionage.com/

http://clck.it/placement-tool



http://www.google.com/adplanner/

http://www.webextractor.com/


http://www.kenshoo.com/

http://www.marinsoftware.com/

http://www.acquisio.com/

http://www.google.com/intl/en/adwordseditor/

http://clck.it/9JbCPS

http://www.mongoosemetrics.com/

http://www.optimine.com/

http://www.marchex.com/

http://www.clearsaleing.com/

http://www.google.com/websiteoptimizer

http://clck.it/testandtarget

http://www.monetate.com/

http://www.sitespect.com/

http://www.ioninteractive.com/

http://4q.iperceptions.com/

http://www.foresee.com/

http://www.usertesting.com/

http://www.iperceptions.com/

http://www.knowclick.com/

http://www.omniture.com/

http://www.unica.com/

http://www.google.com/analytics

http://www.coremetrics.com/

http://www.webtrends.com/

http://www.salesforce.com/

http://www.sap.com/

http://www.netsuite.com/

http://www.venda.com/

http://www.volusion.com/



ClickEquations: Intelligent Paid Search Platform

ClickEquations enables you to manage all aspects of your accounts more easily

• Campaign management with bulk editing and easy-to-use optimization

• Powerful bid management created with experts from the Wharton School

• Best in class analytics for advanced and automated reporting

• And ClickEquations makes it all easy through Segments, Adviser, and Analyst

www.ClickEquations.com | @clickequations



ClickEquations – Alex Cohen

www.ClickEquations.com

www.AlexLCohen.com @DigitalAlex

[email protected] 484-362-1321


http://www.alexlcohen.com/

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