rest in peace precious ppc keywords

searchmarketingexpo.com @MartyWeintraub

#SMX #13C


#SMX #13C

SEARCH PPC WITHOUT KEYWORDS?


#SMX #13C


#SMX #13C searchmarketingexpo.com @MartyWeintraub

#SMX #13C


#SMX #13C

GOOGLE METHODICALLY

ELIMINATING KWS &

DEPRECIATING GRANULAR

KW DATA


#SMX #13C

PSYCHOGRAPHICS + SEARCH


#SMX #13C


#SMX #13C

FB-LIKE TARGETING


#SMX #13C

PUMPED WITH SEARCH DATA


#SMX #13C

URL INTEREST DATA


#SMX #13C

SRLSLY SPECIFIC


#SMX #13C searchmarketingexpo.com @MartyWeintraub

#SMX #13C


#SMX #13C


#SMX #13C

IN MARKET AUDIENCES


#SMX #13C


#SMX #13C

IN-MARKET PERFORMS


#SMX #13C

IN-MARKET PERFORMS


#SMX #13C


#SMX #13C

DYNAMIC SEARCH ADS


#SMX #13C

YOU WILL BE ASSIMILATED


#SMX #13C

CLOSE VARIANT


#SMX #13C

TEXT AD EATING PLAs


#SMX #13C


#SMX #13C

LOCAL PLA


#SMX #13C

WHO NEEDS KEYWORDS?


#SMX #13C

BYE-BYE PESKY PPC STAFF?


#SMX #13C


#SMX #13C

MAINTAIN THE MACHINE


#SMX #13C

UNDERSTAND THE EVOLUTION

Search Ads

Contextual Targeting

Product Listing

Dynamic Search Custom Affinities


#SMX #13C

THE NEW TARGETING


#SMX #13C

DSA CRAWL TARGETING


#SMX #13C

TASTES GREAT, LESS FILLING


#SMX #13C

PLA FEED TARGETING

"PLAs Steal Intent-Driven Clicks

from Other PPC Ads“

- Larry Kim


#SMX #13C

PLA: (GETTING AROUND) THE RULES


#SMX #13C

PLA = SERIOUS PERFORMANCE

"PLAs Steal Intent-Driven Clicks

from Other PPC Ads“

- Larry Kim


#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


#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


#SMX #13C

PSYCHOGRAPHIC-SEARCH MASHUP


#SMX #13C GOOGLE’S AWESOME DATA


#SMX #13C

GOOGLE’S MOTIVATION?

SIMPLICITY Money MONEY


#SMX #13C

LESS CONTROL = MORE $$$


#SMX #13C

YEP, PLA PRICES CLIMBING


#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%


#SMX #13C

KEYWORDLESS WINNERS

Conversions

Response Rate

Conversions Cost/Action


#SMX #13C

THE FUTURE TELEGRAPHED


#SMX #13C

LESS QUERY TRANSPARENCY


#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


#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


#SMX #13C

rest in peace precious ppc keywords

Marketing

c google

c search ppc

c psychographics search

c local pla

c srlsly specific

c close variant

c tastes great

c dynamic search ads