PLANNING A KNOCKOUT2015 PPC STRATEGY презентация

the webinar question box to send us questions.

1 year
1-3 years
3-5 years
5+ years

myself.
I’m part of a team that manages it.
I outsource my account management.
I’m rethinking how my account is managed.

the world of online advertising, what topics should you investigate and allocate resources towards in 2015?

Devices
Audiences
Shopping
Social
Content

Intro

rapidly and can’t be ignored, the iPhone 6 has brought large screens to the mainstream, and AdWords began favoring callouts on mobile.

Make sure site performs best on top devices
Review your mobile bid modifiers
Optimize ad copy with callout extensions

Mobile

brand across multiple channels and devices on the path to purchase, making a unified message more important.

Audit your cross-channel assets for unity
Big companies: Don’t put mobile in a silo

audience targeting has gained ground as the alternative to search terms targeting. SEO and [not provided] prepared us for this and social advertising warmed us up to audience targeting.

Segment audiences by intent/context
Expand your retargeting segments
Consider marketing automation

strategy matured and made it more important to know your target markets’ technology habits.

Study your audience for current usage patterns
Learn which settings and messaging will work best

to tackle it this year
It’s on our radar, but no plans yet
We aren’t going to implement it

Live Poll Question #3

Bing/Facebook/Twitter rolled out shopping ad types.

Evaluate which new channels you need to embrace
Consider developing a dedicated mobile app

grew as advertisers took advantage of powerful new ad types across social networks.

Shift from organic social to paid social
Test ads across each relevant social networks
Leverage new ad types

increased and as the SEO landscape changed.

Test promoted content on social networks
Track engagement in addition to conversion

more than 20K/mo)
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Both
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