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PPC BEYOND SEARCH
     AD FORMATS, CREATIVITY
   AND MINDSETS FOR SUCCESS




               Tom Jones
   Head of Media, iCrossing
 Tom.Jones@icrossing.co.uk
PPC BEYOND
      SEARCH   WHERE AM I GOING WITH THIS TODAY…




• Today s PPC landscape:
  complexity & change
• Beyond the text ad: new
  formats for success
• The importance of creativity
• Approaches & mindsets for
  success
PPC BEYOND
    SEARCH         AN INCREASINGLY COMPLEX LANDSCAPE



   AD FORMATS                 ADWORDS’                       BEYOND
   •  Google Places           DEVELOPMENT                    GOOGLE
   •  Mobile Ads              •  Search Funnels            •  Ubiquity of mobile
   •  Platform targeting      •  Campaign Experiments      •  Promoted tweets
   •  Ad Extensions           •  Adwords Automated Rules
                                                           •  The emergence of
          •  Location         •  Enhanced CPC                 Facebook
          •  Product          •  Broad Match Modifier      •  Yahoo & Microsoft
          •  Site Links       •  New Adwords interface        Search Alliance
          •  Phone            •  Adwords Call Metrics      •  Increasing
                                                              prominence of
   •  Sellar ratings                                          DSPs
   •  Click to download ads
   •  Adwords Remarketing
   •  Comparison Ads
Ad Sitelinks have been stunning […] increasing
 clickthrough rates, on average, by over 30%
- Google: Inside Adwords, Official Blog




 (Well, they would say that, wouldn t they…)



                                               Image credit: http://bit.ly/gpORYF
PPC BEYOND
    SEARCH   PAID SEARCH POLE POSITION
PPC BEYOND
    SEARCH    SITE LINK SUCCESS


                      SHORT STAY – LONG STAY 	

                     VALET – BUSINESS PARKING	



                                           TEST & REFINE
                                           CREATIVE


             LONG & SHORT STAY – BOOK ONLINE & SAVE	

             CLOSE TO TERMINALS – NO HIDDEN CHARGES
PPC BEYOND
    SEARCH   SITE LINK SUCCESS




                                              TARGET REVENUE
                                              GENERATION

             Theatre Tickets Sale – Les Miserable Tickets	

         Book Cheap Hotels – Valentine’s Day Romantic hotels
PPC BEYOND
    SEARCH   SITE LINK SUCCESS




                                              PROMOTE SPECIAL
                                              OFFERS

                 LEGO Universe Sale – Now Only £7.49
PPC BEYOND
    SEARCH   THE ULTIMATE E-COMMERCE PPC LISTING
PPC BEYOND
    SEARCH   ONE STONE, MANY BIRDS…
PPC BEYOND
    SEARCH   BE CREDIBLE
PPC BEYOND
    SEARCH              ADOPT AN APPROACH & MINDSET FOR SUCCESS




                    mindset {noun}
                 A set of beliefs or way of thinking that
                 determines one s behaviour, attitude & outlook




Image credit: szeke@flickr


12
Using your creative licence
Thinking beyond the ad text
& the 95 character limit
THE MESSAGE
    MATTERS
            SPOT THE DIFFERENCE
BEYOND THE 95-
character LIMIT…
                    A NOT SO SUBTLE EFFECT




                   CTR%: 0.08%                                            CTR%: 0.02%
                   Click to Conversion%: 1.73                             Click to Conversion%: 10.5%
                   CPA: 1.64                                              CPA: 1.00

                   [CPA figures are indexed to protect client-sensitive data]
The willow which bends to the tempest often
                     escapes better than the oak which resists it
                     - Sir Walter Scott




Image credit: http://bit.ly/dHGGLL
DEFINE YOUR
               PROVIDE A CASE FOR SUSTAINABLE INVESTMENT
BUSINESS MODEL


                                          YOUR
                                          STRATEGIES
                       BUSINESS           & GOALS
                                          HAVE TO BE
                                          ALIGNED

                                PAID
               MARKETING       SEARCH
Paid Search Scapegoat?
Go back to first principles.
WHAT DID WE COVER?             Tom Jones, Head of Media

•  Leveraging new ad formats   Call: +44 (0) 20 7821 2295
                                     +44 (0) 7730 612 849
•  Creative matters            Email: tom.jones@icrossing.co.uk
•  Build a business case       Site: www.iCrossing.co.uk
•  Go back to basics           Blog: http://connect.icrossing.co.uk
                               Twitter: www.twitter.com/icrossing_uk

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SES 2011: PPC Beyond Search, Tom Jones

  • 1. PPC BEYOND SEARCH AD FORMATS, CREATIVITY AND MINDSETS FOR SUCCESS Tom Jones Head of Media, iCrossing Tom.Jones@icrossing.co.uk
  • 2. PPC BEYOND SEARCH WHERE AM I GOING WITH THIS TODAY… • Today s PPC landscape: complexity & change • Beyond the text ad: new formats for success • The importance of creativity • Approaches & mindsets for success
  • 3. PPC BEYOND SEARCH AN INCREASINGLY COMPLEX LANDSCAPE AD FORMATS ADWORDS’ BEYOND •  Google Places DEVELOPMENT GOOGLE •  Mobile Ads •  Search Funnels •  Ubiquity of mobile •  Platform targeting •  Campaign Experiments •  Promoted tweets •  Ad Extensions •  Adwords Automated Rules •  The emergence of •  Location •  Enhanced CPC Facebook •  Product •  Broad Match Modifier •  Yahoo & Microsoft •  Site Links •  New Adwords interface Search Alliance •  Phone •  Adwords Call Metrics •  Increasing prominence of •  Sellar ratings DSPs •  Click to download ads •  Adwords Remarketing •  Comparison Ads
  • 4. Ad Sitelinks have been stunning […] increasing clickthrough rates, on average, by over 30% - Google: Inside Adwords, Official Blog (Well, they would say that, wouldn t they…) Image credit: http://bit.ly/gpORYF
  • 5. PPC BEYOND SEARCH PAID SEARCH POLE POSITION
  • 6. PPC BEYOND SEARCH SITE LINK SUCCESS SHORT STAY – LONG STAY VALET – BUSINESS PARKING TEST & REFINE CREATIVE LONG & SHORT STAY – BOOK ONLINE & SAVE CLOSE TO TERMINALS – NO HIDDEN CHARGES
  • 7. PPC BEYOND SEARCH SITE LINK SUCCESS TARGET REVENUE GENERATION Theatre Tickets Sale – Les Miserable Tickets Book Cheap Hotels – Valentine’s Day Romantic hotels
  • 8. PPC BEYOND SEARCH SITE LINK SUCCESS PROMOTE SPECIAL OFFERS LEGO Universe Sale – Now Only £7.49
  • 9. PPC BEYOND SEARCH THE ULTIMATE E-COMMERCE PPC LISTING
  • 10. PPC BEYOND SEARCH ONE STONE, MANY BIRDS…
  • 11. PPC BEYOND SEARCH BE CREDIBLE
  • 12. PPC BEYOND SEARCH ADOPT AN APPROACH & MINDSET FOR SUCCESS mindset {noun} A set of beliefs or way of thinking that determines one s behaviour, attitude & outlook Image credit: szeke@flickr 12
  • 13. Using your creative licence Thinking beyond the ad text & the 95 character limit
  • 14. THE MESSAGE MATTERS SPOT THE DIFFERENCE
  • 15. BEYOND THE 95- character LIMIT… A NOT SO SUBTLE EFFECT CTR%: 0.08% CTR%: 0.02% Click to Conversion%: 1.73 Click to Conversion%: 10.5% CPA: 1.64 CPA: 1.00 [CPA figures are indexed to protect client-sensitive data]
  • 16. The willow which bends to the tempest often escapes better than the oak which resists it - Sir Walter Scott Image credit: http://bit.ly/dHGGLL
  • 17. DEFINE YOUR PROVIDE A CASE FOR SUSTAINABLE INVESTMENT BUSINESS MODEL YOUR STRATEGIES BUSINESS & GOALS HAVE TO BE ALIGNED PAID MARKETING SEARCH
  • 18. Paid Search Scapegoat? Go back to first principles.
  • 19. WHAT DID WE COVER? Tom Jones, Head of Media •  Leveraging new ad formats Call: +44 (0) 20 7821 2295 +44 (0) 7730 612 849 •  Creative matters Email: tom.jones@icrossing.co.uk •  Build a business case Site: www.iCrossing.co.uk •  Go back to basics Blog: http://connect.icrossing.co.uk Twitter: www.twitter.com/icrossing_uk