ppc predictions and trends you need to know in 2017

#thinkppc&

PPC Predictions & Trends You Need to

Know in 2017

#thinkppc

Presenters

Matt Umbro– Associate Director of Search

at Hanapin Marketing

– PPC Hero Blogger

– @Matt_Umbro

JD Prater– Head of Paid Social at

Hanapin Marketing

– PPC Hero Blogger

– @jdprater

Michael McEuen– Marketing Director at

AdStage

– @lonohead

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

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Who is Hanapin?– Run the world’s most popular PPC

blog and conference.– We manage and optimize global paid

search, paid social, and display programs.

– Within 12 months, brands can expect a 250% increase in their growth trajectory.

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Our Clients

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Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Search Predictions & Trends You Need to

Know in 2017

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Search Trend #1Ads look like organic listings while containing more information

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Search Trend #1

Paid

Organic

Extended headlines

Longer descriptions (similar to meta description)

More extensions

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Search Trend #2Ads are more responsive and dynamic than ever, making the barrier to GDN entry easier for advertisers

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Search Trend #2Furthermore, native and sponsored ads continues to blur the lines of organic content

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Search Trend #3Audiences and demographics (age and gender) are more of a Search consideration beyond solely Display

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Search Predictions● New and interactive ad features will be implemented to

encourage clicks, but also on-demand conversions (think message extensions)

● GDN ads will be easier to create and fit (somewhat) seemingly into website content - making the distinction between ad and organic content difficult

● Advertisers will go beyond keywords in order to find innovative ways to make use of audiences and demographics in Search campaigns

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Ad Tech Predictions & Trends You Need to

Know in 2017

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Live Poll Question #2

Are you currently automating your monthly reporting?#thinkppc

A. YesB. No, but I probably shouldC. All Excel!D. I plan to in 2017

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Ad Tech Prediction #1: Multi-ChannelTechnology will catch up with a multi-channel, multi-touch world.

Creation, management, and reporting will be grouped in terms of holistic campaigns, not just isolated networks.

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Ad execution will start to be scheduled and executed in a set of sequences.

Search and social ads will be synced with non-PPC channels such as email, direct mail, and television spots.

Ad Tech Prediction #1: Multi-Channel

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Ad Tech Prediction #2: Automation Technology will provide easy-to-craft automation rules for monitoring, alerting, optimization, and scheduling.

Advertisers will automate their standardized optimization tasks and workflows.

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Ad Tech Prediction #3: B2B Attribution “It Takes 7 to 13+ Touches to Deliver a Qualified Sales Lead”- Forrester Research

B2B advertisers will start tying networks, campaigns, and ad creative back to revenue.

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Ad Tech Predictions: Recap

1. Ad Tech will start to support the creation, management, and reporting of paid media across multiple channels.

2. Advertisers will automate their most mundane optimization tasks and operations, focusing on strategy, audience targeting, and creative.

3. B2B advertisers will better understand and optimize towards true return on ad spend (ROAS), not just cost per lead or cost per demo using attribution models.

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Social Media Predictions & Trends You Need to Know in

2017

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Social Trend #1 - The Bots

“Most people don’t know this, but messaging apps are

growing faster than social networks”

— Matt Schlicht, Founder & Editor, Chatbots Magazine

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Social Trend #1 - The BotsUber Nordstrom

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Social Trend #2 - Investing in Tools

Simply Measured, 2016 State of Social Marketing Report

61% of social marketers see measuring ROI as a challenge.

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Social Trend #2 - Investing in Tools

G2 Crowd, Best Social Analytics Software

So many tools● Listening● Engagement Analysis● Campaign Tracking● Attribution● Publishing● Follower Analysis● Influencer

Identification● Management Tools● Competitor Analysis● Reporting

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Social Prediction #1Social is officially pay-to-play

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Social Prediction #1

Community Managers transition into more

paid social advertising

Sprinklr, Everything You Need to Know About Paid Social

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Social Prediction #2

1. Brands adopt and implement live video

2. Channels look to monetize live video

3. Brands monetize captive audiences

4. Audiences hate it then love it then hate it again Buy

Now

$99.99

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Social Trends Recap

Trends● Messenger Bots● Investing in SMM Tools

Predictions● Community Managers

doing more paid advertising

● Live video ad adoption

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2017 PPC Trends To Watch For

1. Interactive Ads2. Audiences & Demographics3. Multi-Channel, Objective Based Campaigns4. Attribution & Tools5. Cross-department Collaboration (search, social,

email)

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Offers!

A. I’d like a 30-day free trial of AdStage (usually 14 days)B. Get an account analysis by the experts at Hanapin

(For accounts spending 15k+/month)C. BothD. No Thanks!

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc• Contact us Directly:

» Hanapin Feedback: marketing@hanapinmarketing.com

AdStage Feedback: michael@adstage.io