what 17 years & £120 million taught me about ppc
TRANSCRIPT
What 17 Years And Spending £120 million Taught Me About PPC/Paid
Media/Social Media/Display
There’s No Fool Like An Old Fool…
I Pity The Fool…
I Pity The Fool…
Established in 2007 3x Inc5000 recipient Based in Baltimore, Maryland Now Open For Business In UK
Focused on Driving Revenue for Mid Market Companies Through:
• Analysis & Strategy• Branding & Creative• Website Development• Inbound Marketing• Conversion Rate Optimization• And, of course, Paid Media!
About Groove
Please TMS (Tweet My Shit)#sascon @jimbanks
Please Add Me On Linked Inhttps://uk.linkedin.com/in/jimbanks
◼ A Brief History Of Paid Search◼ Current Actionable “Best Practise”
Ideas◼ A Look Into The Future
What We Are Covering
PPC – c. 1999
teletrack
Unicorn Keyword
Unicorn Farts
“Best Practise” for today’s PPC landscape
◼ Don’t be obvious – Don’t name your Campaigns – “Top 10 keywords” unless you are throwing your competition a curve ball
◼ Use the human factor – Man will win over machine, every time.
◼ Use labels to “group” your cool stuff, keep the campaign/adgroup structure in line with your site structure
BE A NINJA
@jimbanks #FOS16
◼ Don’t do something just because a search engine tells you
◼ Dynamic Keyword Insertion (DKI) can work…
◼ Always use dedicated PPC landing pages – Devoid of fluff
◼ Don’t just import Google to Bing and think you are done
ZAG VS. ZIG
I want to go somewhere Buy something cool
◼ Day Of Week◼ Time Of Day◼ Specific Device◼ Context in the “moment”◼ Competitive Landscape• Find your ”teletrack”
◼ Always Be Testing Hypothesis◼ Be Friendly With The Search
Engines – Get On Betas◼ Be Prepared To Make Mistakes◼ Set Aside ROI = 0% Budget For
Tests
TAKE RISK
◼ Extensions (Sitelinks, App, Call, Callout, Image, Location, Review)
◼ Remarketing◼ Analytics◼ Tag Management◼ Quality Score = User Experience◼ Move With Your Audience
TOP THINGS TO FOCUS
ON
◼ The 7 P’s• People• Process• Patience• Product• Price• Place• Promotion
WHAT SHOULD YOU
FOCUS ON?
◼ Cross Device Tracking◼ Virtual Reality◼ Social Growth◼ Bing Growth◼ Google Market Share Dropping
THINGS FOR THE FUTURE
