2015: A PPC
Odyssey
• Paid Search Consultant @ Hanapin
• 2nd most widely-read writer on PPC Hero
• Hero Conf emcee & speaker
• w/ Hanapin since February 2011
@one800kayla
KAYLA KURTZ
Traditional marketing
Transition to online
What started
this trend?
Will it continue?
Past + Future
What’s next?!
START
HERE
#AdaptPPC
Why 2015?
#AdaptPPC
Hana-NOW
Hana-2011
#AdaptPPC
In-House Agency
TraditionalDigital
Trad
ition
al M
arke
ting
BUY THINGS!
ONLINE MARKETING
Similar aspects to traditional, such as BRANDING, REPETITION, COMPETITIVE MESSAGING
#AdaptPPC
Digital Marketing TODAY
Now we’re giving online
customers…COLOR!
PICTURES! VIDEO!
#AdaptPPC
Calm down, everybody…
…they freak out
EVERY. TIME.
If you LEAVE ME…
Get your AD where the searchers ARE…
ALL THE TIME.
Where we’ve been:
GEOTARGETING
ENHANCED CAMPAIGNS
DISPLAY CAMPAIGN
STRUCTURE
Where we’ve been:
MANUAL VS. AUTOMATED
BIDDING
BING
SCRIPTS
Be more PROACTIVE about your PPC
approach.
Did you say…MILLIONS?
Where are we GOING?
Multi-device Reliance
Automated Platforms
CROImpression-
based MetricsLead
Tracking
#AdaptPPC
What do YOU think?!
The key is to stay SHARP
Don’t forget the lessons you’ve ALREADY LEARNED.
#AdaptPPC
