With the breakneck speed digital advertising platforms introduce new ad types, extensions, features and targeting options it’s nearly impossible to keep up. Swydo’s Managing Director Jeroen Maljers has your back. His turbo masterclass will cover the most important updates affecting PPC campaigns – everything from the increasing impact of machine learning and automation, to the rise of Amazon as an advertising alternative. Get the insights you need to boost your marketing strategies.
7. 4. Privacy
Bicycle race
Bicycle, bicycle, bicycle
I want to ride my bicycle, bicycle, bicycle
I want to ride my bicycle
I want to ride my bike
I want to ride my bicycle
I want to ride it where I like
Privacy race
Privacy, Privacy, Privacy
I want to have some privacy, privacy, privacy
I want to have some privacy
I want to have some pride
I want to have some privacy
I want to have it where I like
11. • Multiple touch points
• Complex non-lineair journey
• Conversion values differentiated.
• Conversion value rules.
• Discovery ads
• But !!!! No discount on multiple touchpoint: you have to
create the discount.
Complex discovery
12. • Seamless experience
everywhere
• Deep linking Ads - Apps.
• Shopping campaigns
with Partners
• Local campaigns.
• Promoted pins.
Everywhere
18. Specific Google
• Smart shopping campaigns
• Shopping with Google (Google shopping actions)
• Middle man:
• Hotels
• Jobs
• Flights
• Travel
• Local campaigns
• Responsive search ads
• Accelerated delivery is going away
• Av position removed
• More text, more visuals
19. Google knows what your intent is for shopping,
Holidays, moving, changing jobs, eating,
sleeping, hobbying, divorcing, relaxing,
working, gardening, exercising …………..
And they will use this to bring supply and
demand together in the most efficient, seamless
way (and make a lot of money).
20. Specific Microsoft/
LinkedIn
• Privacy & Privacy
• From Bing to Microsoft Advertising.
• Verizon/Yahoo traffic.
• More AI
• More data (LinkedIn)
• Ad customizers, action extensions
• LinkedIn:
• Objective based advertising
• Look Alike audiences.
21. Specific Facebook
•Privacy & Privacy
•New ads manager interface.
•Facebook search ads Beta.
•Branded contents Ads on Instagram.
•Alignment with simpler look and feel.
22. Specific Twitter
• Go to the major league.
• No third party data anymore.
• Better API and partner strategy.
23. Specific Amazon
• Dynamic bidding control.
• Placement bidding for top of
search
• Take your hands off the
steering wheel
• Amazon wants to have the
direct route, not the
secondary.
24. Trends to be expected
More B2b
Voice search
More middle man are cut out: Buy or book directly at Google (lowering
the margins of the retailer). More actions directly at Google and
Microsoft.
More AI
OR you put it on autopilot OR you have to be a pilot
25. Trends to hope for
Information sharing platform between networks
Discount for multiple touchpoint
‘Already bought it’ sharing
Central assets sharing
Stop brand bidding, give first place back to organic for brand search.
27. Take aways
Develop your own data store - rely on your own data.
Be everywhere where your target is.
Be prepared for more text and more and better visuals.
Measure and optimize everything.
Be a pilot or put it on autopilot