SESNY 2011 | PPC Beyond Search: New Ad Formats, Display and Social

By Justin Champion | Mar 23, 2011
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Google Adwords

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:

Q. Why does a publisher create content? (Cohen)

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:

  1. Ad formats (product listing ads) and display ads in image search
  2. New calls to action: Click-to-call and Comparison ads
  3. New monetization model: Cost-per-lead (CPL) and Cost-per-acquisition (CPA)
  4. New display targeting options: Remarketing ads (very powerful) and new advertising automation: Google boost – used for smaller companies (Comapny can tell Google the company name, where the comapny is located, and how much they want to spend per month)

According to Cohen, “Google needs two things to increase profit.”

  1. Another line of business to complement paid search
  2. To remove obstacles to profit and incremental growth

Ads on Google without keywords

  • Targeting by audience – Psychographics, demographics
  • Targeting by business type (Google boost, credit card comparisons)
  • Targeting by product (Product listing ads, product extensions)
  • Targeting by behavior (Interest category targeting, remarketing)

It’s about addition vs. subtraction

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:

  • Target audience
  • Set exclusions
  • Set preferences

It all comes with a price

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)

Google SiteLinks

  • Expands ad with up to 4 additional links
  • captures searcher attention
  • drives to deeper content
  • known to increase CTR and conversions

Example: Health insurance company launched Sitelinks

  • Increased account CTR from .93 to 1.2

Google Retargeting

  • Redirects prospect back to your site
  • Keeps your site or product top of mind
  • Multi-touches
  • Known to Be more effective than typical display advertsing (users are more qualified)

Example: CrumplePop launched retargeting

  • 8600 prospects in a month
  • 15% of click conversion were from retargeting campain
  • 90% of view-through-conversion (Had seen ad, didn’t click, but still made conversion)
  • 52% of total conversions through retargeting


    • Ads reach users of professionals network
    • New granular targeting through:

1. Linkedin group
2. Company name
3. Job title

  • Known to be effective for B2B

Example: MnSEM launched LinkedIn ads

Began targeting by keywoirds, changed to:

  • Group association
  • Job title

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.

New ways to advertise with social and search ads (Quinones)

Lead funel – Search vs. Social

  • Awareness (social)
  • Favorability
  • Consideration (Where Google comes in and new ad formats appear- Yahoo Search Targeting and Google Remarketing)
  • Intent to purchase (Where Google comes in)
  • Purchase

Intent vs. Propensity

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.

Facebook segmentation

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.

  • Ad 1: Are you a little monster (.10% CTR increase)
  • Ad 2. Hey little monsters (.12% CTR increase)

Again, if you segment likes and interest you can certainly see better results.

Defeat ad fatigue

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.

Facebook’s new ad format (drum roll please)

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.

Developing new ads based on social chatter

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.

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