ppc predictions and trends you need to know in 2017
TRANSCRIPT
#thinkppc&
PPC Predictions & Trends You Need to
Know in 2017
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Presenters
Matt Umbro– Associate Director of Search
at Hanapin Marketing
– PPC Hero Blogger
– @Matt_Umbro
JD Prater– Head of Paid Social at
Hanapin Marketing
– PPC Hero Blogger
– @jdprater
Michael McEuen– Marketing Director at
AdStage
– @lonohead
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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
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Who is Hanapin?– Run the world’s most popular PPC
blog and conference.– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a 250% increase in their growth trajectory.
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Our Clients
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Live Poll Question #1
How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
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Search Predictions & Trends You Need to
Know in 2017
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Search Trend #1Ads look like organic listings while containing more information
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Search Trend #1
Paid
Organic
Extended headlines
Longer descriptions (similar to meta description)
More extensions
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Search Trend #2Ads are more responsive and dynamic than ever, making the barrier to GDN entry easier for advertisers
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Search Trend #2Furthermore, native and sponsored ads continues to blur the lines of organic content
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Search Trend #3Audiences and demographics (age and gender) are more of a Search consideration beyond solely Display
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Search Predictions● New and interactive ad features will be implemented to
encourage clicks, but also on-demand conversions (think message extensions)
● GDN ads will be easier to create and fit (somewhat) seemingly into website content - making the distinction between ad and organic content difficult
● Advertisers will go beyond keywords in order to find innovative ways to make use of audiences and demographics in Search campaigns
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Ad Tech Predictions & Trends You Need to
Know in 2017
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Live Poll Question #2
Are you currently automating your monthly reporting?#thinkppc
A. YesB. No, but I probably shouldC. All Excel!D. I plan to in 2017
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Ad Tech Prediction #1: Multi-ChannelTechnology will catch up with a multi-channel, multi-touch world.
Creation, management, and reporting will be grouped in terms of holistic campaigns, not just isolated networks.
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Ad execution will start to be scheduled and executed in a set of sequences.
Search and social ads will be synced with non-PPC channels such as email, direct mail, and television spots.
Ad Tech Prediction #1: Multi-Channel
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Ad Tech Prediction #2: Automation Technology will provide easy-to-craft automation rules for monitoring, alerting, optimization, and scheduling.
Advertisers will automate their standardized optimization tasks and workflows.
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Ad Tech Prediction #3: B2B Attribution “It Takes 7 to 13+ Touches to Deliver a Qualified Sales Lead”- Forrester Research
B2B advertisers will start tying networks, campaigns, and ad creative back to revenue.
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Ad Tech Predictions: Recap
1. Ad Tech will start to support the creation, management, and reporting of paid media across multiple channels.
2. Advertisers will automate their most mundane optimization tasks and operations, focusing on strategy, audience targeting, and creative.
3. B2B advertisers will better understand and optimize towards true return on ad spend (ROAS), not just cost per lead or cost per demo using attribution models.
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Social Media Predictions & Trends You Need to Know in
2017
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Social Trend #1 - The Bots
“Most people don’t know this, but messaging apps are
growing faster than social networks”
— Matt Schlicht, Founder & Editor, Chatbots Magazine
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Social Trend #1 - The BotsUber Nordstrom
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Social Trend #2 - Investing in Tools
Simply Measured, 2016 State of Social Marketing Report
61% of social marketers see measuring ROI as a challenge.
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Social Trend #2 - Investing in Tools
G2 Crowd, Best Social Analytics Software
So many tools● Listening● Engagement Analysis● Campaign Tracking● Attribution● Publishing● Follower Analysis● Influencer
Identification● Management Tools● Competitor Analysis● Reporting
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Social Prediction #1Social is officially pay-to-play
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Social Prediction #1
Community Managers transition into more
paid social advertising
Sprinklr, Everything You Need to Know About Paid Social
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Social Prediction #2
1. Brands adopt and implement live video
2. Channels look to monetize live video
3. Brands monetize captive audiences
4. Audiences hate it then love it then hate it again Buy
Now
$99.99
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Social Trends Recap
Trends● Messenger Bots● Investing in SMM Tools
Predictions● Community Managers
doing more paid advertising
● Live video ad adoption
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2017 PPC Trends To Watch For
1. Interactive Ads2. Audiences & Demographics3. Multi-Channel, Objective Based Campaigns4. Attribution & Tools5. Cross-department Collaboration (search, social,
email)
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Offers!
A. I’d like a 30-day free trial of AdStage (usually 14 days)B. Get an account analysis by the experts at Hanapin
(For accounts spending 15k+/month)C. BothD. No Thanks!
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Live Q&A Time!
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Thank you for attending our webinar! #thinkppc• Contact us Directly:
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