the dawn of paid search without keywords - hot topics in paid search - smx west - alex cohen of...
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Alex Cohen, Senior Marketing Manager
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The Dawn of Paid Search Without Keywords
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Why Does a Publisher Create Content?
Monetization Content
Monetization
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Think of Google Like a Publisher, Not a Search Engine
Monetization
Content
Monetization
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Universal Search Started Pulling Attention from PPC
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In 2010, universal paid search dramatically changed SERPs
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New Ad Formats
Product Listing Ads
Display Ads in Image Search
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New Calls to Action
Click-to-Call Comparison Ads
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New Monetization Models
Cost-per-lead
(CPL)
Cost-per-Acquisition
(CPA)
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New Display Targeting Options
Remarketing Ads (source: http://clck.it/hsBh2H)
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New Advertising Automation
Google Boost
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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
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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…
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We will buy more ads on Google without keywords.
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5 Ways to Target in Paid Search Without Keywords
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2. Targeting by Audience
Demographic Bidding
Demographic Targeting
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3. Targeting by Business Type
Google Boost (SMBs)
Credit Cards Comparison (UK)
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4. Targeting by Product
Product Listing Ads Product Extensions
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5. Targeting by Behavior
Interest Category Targeting (Source: http://clck.it/feIKnh)
Remarketing (source: http://clck.it/hsBh2H)
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It’s About Addition vs. Subtraction
Addition Subtraction
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How We’ll Buy Without Keywords
Target Audience
Exclusions
Preferences
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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.
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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
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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
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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
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ClickEquations – Alex Cohen
www.ClickEquations.com
www.AlexLCohen.com @DigitalAlex
[email protected] 484-362-1321