By Justin Champion
Mar 23, 2011
More Articles by Justin
I just got some coffee and, now, I’m all ready for my next session PPC Beyond Search: New Ad Formats, Display and Social. This presentation will cover new ways to advertise on multiple social and search platforms.
Speakers for this session include:
First, think of Google like a publisher, NOT a search engine. Starting in 2007, Universal search started pulling attention from PPC. In 2012, universal paid search dramatically changed SERPs. Trends include:
According to Cohen, “Google needs two things to increase profit.”
In this new world of targeting, Google is in control of everything and you can choose where you want to be. This is how we’ll buy ads without keywords:
Some of Googles new features creates a hybrid auction where some advertisers are controlling bids, while Google changes the bids of others. We are now competing against Google and this can be difficult, because Google will favor Google.
New ad formats and what they’ll do for you (Raehsler)
Example: Health insurance company launched Sitelinks
Example: CrumplePop launched retargeting
1. Linkedin group
2. Company name
3. Job title
Example: MnSEM launched LinkedIn ads
Began targeting by keywoirds, changed to:
CTR increased from .03% to .06% (may not seem that much, but it’s typical for linkedin)
It’s important to integrate with your current online marketing tactics.
Google is moving towards audience buying, but Facebook has the information already. Facebook doesn’t know when they’re users are going to buy, but they’ll be there when they’re ready.
You don’t advertise by keywords with Facebook advertising, but by interest and likes. This allows you to segment your audience.
There may be different ways to target your user.
Example: There are different types of fans for lady gaga. Targeting to each type of fan will have a higher CTR.
Again, if you segment likes and interest you can certainly see better results.
If people see the same ad over and over, they’re not gonna click on it. Solution – Change your images and messaging to have a more efficient cost. It’ll seem new and fresh to the user.
If people see the same image over and over, it may become white noise. Solution – Change up your images and messaging to keep them interested. This way your users won’t feel like they’re looking at the same ad over and over.
Sponsored stories- Are stories that are published in news feed. This differs from your typical ad where you have to format it yourself. Sponsored stories can be very effective and deliver a stronger CTR and “like” rate.
Fiter current chatter (reviews, blogs, etc) and make an ad out of it. This will not work offline, but can be relevant online where the chatter is taking place.