Holly's SearchLeeds talk covered what’s new in PPC and what we can expect from 2018 according to latest releases and search trends. She also looked at areas that are under-utilised currently in the world of paid search, so as to highlight both missed and new opportunities for paid search marketers throughout this year.

1. in PPC 2018

2. What’s New In PPC?
Ad Spend
Audiences
Quality Scores
Ad Copy
Mobile
Interface
Voice Search

3. 1. Ad Spend

4. $60,730,593.61
$21,095,890.41

5. Global Digital Advertising Spend
Source: eMarketer, September 2017

6. Paid Search Advertising Spend

8. Paid Search Advertising Trends
Digital Benchmark Report, Marin Software Q4 2017

9. Paid Search Advertising Trends
Digital Benchmark Report, Marin Software Q4 2017

11. 2. Ad Copy

12. Ad Testing & Optimisation
Digital Benchmark Report, Marin Software Q4 2017

13. Create More Ad Copy!

14. Dynamic Keyword Insertion (DKI)

15. Countdown Functionality In Ad Copy

16. Let Google Optimise Creative
Optimise: Prefer Best Performing Ads
Do Not Optimise: Rotate Indefinitely

17. Responsive Search Ads
• Beta – check your
interface/across accounts
• Upload up to 15 unique
headlines and 4 descriptions
• Description character limit
moves from 80 to 90
• Dynamically tests and
optimises using machine
learning

18. 3. Audiences

19. Audiences Are Underused!
Data From The End Of 2017 Has
Put Audience Depth At Just 24%
Advertisers Are Massively
Underusing Audiences In Paid
Search
Digital Benchmark Report, Marin Software Q4 2017

20. What Audiences?
Customer Match
In-Market Audiences
For Search
‘Similar To’
Audiences
YouTube
Audiences
Demographics
Consumer Pattern
& Life Event
Targeting

21. Audiences – Customer Match
• Upload Email Lists - Include Or Exclude
• Use On Search, Shopping, YouTube And Gmail
• Segmenting The Data Is Key
• Refresh Your Lists Regularly

22. Similar Audiences
• Connect With Users That Have Similar Online Behaviours
To Our Existing Audience Members
• For Search and Display, but expect Customer Match And
Others in future

23. YouTube Audiences

24. Demographic Data
Age Range Gender
Parental Status (Display Only) Household Income (Not UK…Yet)

25. In-Market Audiences

26. Life Event Targeting
Target Users In The Months Before Or After Major Life Events Such As:
• Marriage
• Graduation
• Moving Home
…EXPECT MANY MORE!

27. 4. Mobile

28. Mobile Ad Spend
Digital Benchmark Report, Marin Software Q4 2017

29. Mobile Tips
Digital Benchmark Report, Marin Software Q4 2017
1. Mobile Traffic Still Remains Cheaper – For Now
2. Mobile Bid Adjustments – Use Them But Be
Mindful Of Adversely Affecting Automated Bid
Strategies.
3. Make Use Of Underused Ad Extensions That
Are Perfect For Mobile…

30. Message Extensions
• Click-To-Text
• Expect Enhanced
Functionality For
Message Extensions
• Expect More
Extensions For
Mobile, Generally

31. 5. Quality Score

32. Keyword Quality Score
• Keywords Are Still Running The Show
• Each Keyword Still Has A Quality Score
• Quality Score Is Not New…But This Data Is…

33. Keyword Quality Score Data

34. Keyword Quality Score – Action Plans

35. Keyword Quality Score – Action Plans

36. 6. New AdWords Interface

37. Promotion Extensions

38. Showcase Shopping Ads
• Ads Appear On Broad Term Searches
• Appear Above Paid Search Ads & Alongside Product Ads
• Ad Expands Into Catalogue Of Related Products
• Pick Products To Showcase
• Cost Per Engagement Bidding

39. 7. Voice
Search

40. Voice Search
6.75 Million Google home Devices
Were Sold In 2017
Over 400 Million Devices Are
Enabled With Google Assistant
Add In Alexa, Cortana, And Siri
Enabled Devices And It’s Clear
That Voice Search Is More Than
Just A Passing Fad.

41. Voice Search - Growth
ComScore Estimate That By
2020, More Than 50% of All
Search Will Be Driven By
Voice Search!

43. Voice Search
For The First Time, Voice Search Has Brought
Full Sentences To Both The Way We Query And
The Responses We Receive From The Engines.

44. Optimising For Voice Search
• Optimising for Voice Search Will Require A New Search
Strategy.
• Natural Language Is Different From Typed Queries. People
Will Naturally Ask Their Devices “Who”, “When”, “Where”
And “How” As They Complete Their Searches.
• Prepare Content And Ads To Answer Questions, Rather Than
Match Keywords.
• Keep An Eye On Your Search Term Reports!

45. SUMMARY – TOP 6 TAKEAWAYS
1. Create More Ad Copy & Test Underused Ad
Functionality
2. Make Use Of All The Audiences Available
To Turbocharge Your Campaigns
3. Test Underused Ad Extensions On Mobile
Devices

46. SUMMARY – TOP TAKEAWAYS
4. Create Quality Score Action Plans
5. Test Out New Interface Features &
Prepare For Switch-Over
6. Monitor Changes In Search Behaviour
To Capture Voice Search Queries

47. Thank you!