The paid media landscape has evolved significantly in the past five years; we have moved away from pure keyword targeting, are more focused on audience development, and above all, paid ads are now taking up more real estate within the SERP and social media platforms. Throughout her talk, Samantha will take you on a deep dive into the diverse offering that we have available to us today across the core platforms. You'll leave this session with a greater understanding of the endless opportunities paid media brings.

1. SamJaneNoble
The Era of Keyword
Extinction
The endless options of paid media
S A M A N T H A N O B L E
# S E A R C H L O V E

2. Paid Media is our world

3. The dollars are shifting
to digital

4. Digital ad spend reached
$209* billion worldwide
* 2017 Data

5. It is expected to grow by
13% this year

6. 2017 was the year digital ad spending finally beat TV
Source: MAGNA

8. Google AdWords

9. Who recalls the free platforms
Google once offered which are
now paid for?

10. Froogle / Google Base

11. Froogle / Google Base

12. Google Maps

13. Google Maps

14. Google Images

15. Google Images

16. This is how
they’ve
continued
to grow.

17. Since their launch, Google have grown year on year

18. $109 Billion in 2017

19. Watch out for the free services…
they may become the paid ads
of the future

20. 2000 - 2018
Ad labelling

21. 2000

22. 2003

23. 2007

24. 2010

25. 2011

26. 2013

27. 2014

28. 2015

29. 2016

30. 2017

31. 2018

32. 20002018

33. Organic
continues
to be
pushed
down.

34. Position one in the organic SERPs is often below the
fold

35. Especially on Mobile!

36. In February 2016 we said
goodbye to the righthand side
ads

37. The only ads that appear on the right now are
shopping

38. Then saw the introduction of
expanded text ads in June 2016

39. Paid ads suddenly blended in even more with the
organic listings

40. What impact has this had?

41. Organic CTR loses 25% of click share on desktop,
55% on mobile
Source: https://moz.com/blog/google-organic-clicks-shifting-to-paid

42. What’s available now
Google Search

43. Manual & Automated
Ad Extensions

44. Sitelink Extension
Manual or Automated

45. Callout Extension
Manual or Automated

46. Structured Snippet Extension
Manual or Automated

47. Call Extension
Manual or Automated

48. Message Extension
Manual

49. Location Extension
Manual or Automated

50. Affiliate Location Extension
Manual

51. Price Extension
Manual

52. App Extension
Manual or Automated

53. Review Extension
Manual

54. Promotion Extension
Manual

55. Previous Visits
Automated

56. Seller Ratings
Automated

57. Consumer Ratings
Automated

58. Longer Ad Headlines
Automated

59. A lot of these extensions can be
used in the same ad!

60. One line of actual ad text, four lines of extensions...
Source: http://searchengineland.com/google-testing-promotion-extension-text-ads-263663

61. Blended Extensions

62. Giving Google some control
Dynamic Ads

63. Over 16% of queries are
new to Google everyday

64. Dynamic Search Ads

65. Countdown Ads

66. Ad Customizers

67. Call Only Ads

68. RLSA & Demographics
Audience Ads

69. Demographics for Search Ads (DFSA)

70. Remarketing for Search Ads (RLSA)
Visit 1
Visit 2
$5 Bid
$6 Bid

71. Similar Audiences
User visits website &
gets added to RLSA
list
Visitor searches on
Google before or
after being added to
a list
Google looks for
other users with
similar search
behaviour and adds
them to a Similar
Audience list
Similar Audiences
for Search can be
used for Keyword,
Shopping or DSA
campaigns
Your Website Google Google AdWords

72. Local Search Ads
Google Maps

73. Local Search Ads

74. Promoted Pins

75. Hotel Ads

76. What’s coming?
Google Search

77. Vehicle Ads

78. Visual Sitelinks

79. Brand Enhanced Sitelink Format

80. Pop Up Map Ads

81. Hotel Deals to Hotel Knowledge Panel

82. Knowledge Panel Ads

83. Two Card Style Home Service Ads

84. 4 Ads at the Bottom

85. Expanded, Expanded Ads

86. Video Ad Extensions
Source: ppchubbub.com

87. What’s available now
Google Shopping

88. Standard PLA Ads

89. Right Hand Side PLAs

90. Shopping Page

91. Google Shopping Product Cards with Carousel

92. AdSense for Shopping (Search Partners)
As seen on Walmart

93. Special Offers in Shopping Ads

94. Showcase Shopping Ads

95. Google Images

96. Shopping Actions

97. Local Inventory Ads

98. Local Inventory Ads with Store Pickup Promotion

99. What’s coming?
Google Shopping

100. Inventory search from local Knowledge Panel

101. Similar Looks

102. Double Product Listing Carousels

103. PLA Carousels with 30 Products

104. Purchase on Google Shopping

105. Compare Prices Extensions

106. What’s available now
YouTube

107. Skippable Ads

108. Non-Skippable Ads

109. Mid-Roll Ads

110. Overlay In-Video

111. Display Ads

112. In-Display (results)

113. In-Display (below)

114. TruView for Shopping

115. Shopping Ads on YouTube

116. Outstream Video Ads

117. Custom Intent Audiences with YouTube TruView for
Action

118. What’s coming?
YouTube

119. Carousel Shopping Ads on YouTube Videos

120. Carousel Shopping Ads on YouTube Channels

121. What’s available now
Display & App Ads

122. Remarketing
Prospect visits your
website
They get added to a
remarketing list that
you have defined
Prospect leaves your
website
Your targeted ads
appear on other
websites
Your Website
Prospect comes
back to the website
and (hopefully)
converts
Google Your Website Other Websites Your Website

123. Dynamic Product Remarketing

124. Gmail Sponsored Promotions

125. Responsive Lightbox Ads

126. App Install

127. Click-to-Play Video Ads

128. Facebook & Instagram

129. When Facebook launched in
2004, the platform already
contained ads

130. This was one of the first seen ‘Flyer Ads’

131. By 2009, ads were appear all down the right hand
side

132. In April 2012, they purchased
Instagram

133. And in February 2014, they
purchased WhatsApp

134. Facebook is no longer just facebook.com

135. In fact, 79%
of online
adults use
Facebook.

136. The revenue growth for Facebook is impressive

137. $40.5 Billion in 2017

138. What’s available now
Ad Formats

139. Single Image

140. Single Video

141. 360 Video

142. Page Likes

143. Slideshow Ads

144. Carousel

145. Canvas

146. Collection

147. Canvas with Collection Ads

148. Lead Generation

149. Dynamic Ads for Lead Generation

150. Messenger (news feed)

151. Messenger (in app)

152. Dynamic Product Set

153. Event Response

154. App Install

155. App Engagement

156. Local Awareness (single image)

157. Local Awareness (carousel)

158. Stories Ads

159. Shoppable

160. What’s available now
Audience Network

161. Facebooks version of the Google
Display Network using the same
powerful targeting

162. Banner Ads

163. Native Ads

164. Interstitial Ads

165. In-Stream Video

166. In-Article Video

167. Time to wrap up

168. Paid Media isn’t going away

169. Google:
$109 Billion in 2017

170. Facebook:
$40.5 Billion in 2017

171. Take full advantage of the
audience targeting options

172. Get paid media teams working
with other teams to share
audience insights

173. This isn’t the future. This is now. We
need to embrace it.

174. SAMANTHA NOBLE
FOUNDER
BIDDABLE MOMENTS
SamJaneNoble

175. SamJaneNoble
Thank you
for listening.
# S E A R C H L O V E
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