Rest In Peace Precious PPC Keywords

searchmarketingexpo.com @MartyWeintraub

#SMX #13C


#SMX #13C

SEARCH PPC WITHOUT KEYWORDS?


#SMX #13C


#SMX #13C searchmarketingexpo.com @MartyWeintraub

#SMX #13C


#SMX #13C

GOOGLE METHODICALLY

ELIMINATING KWS &

DEPRECIATING GRANULAR

KW DATA


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PSYCHOGRAPHICS + SEARCH


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FB-LIKE TARGETING


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PUMPED WITH SEARCH DATA


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URL INTEREST DATA


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SRLSLY SPECIFIC



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IN MARKET AUDIENCES


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IN MARKET AUDIENCES


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IN-MARKET PERFORMS


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IN-MARKET PERFORMS


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DYNAMIC SEARCH ADS


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YOU WILL BE ASSIMILATED


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CLOSE VARIANT


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TEXT AD EATING PLAs


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TEXT AD EATING PLAs


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LOCAL PLA


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WHO NEEDS KEYWORDS?


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BYE-BYE PESKY PPC STAFF?


#SMX #13C


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MAINTAIN THE MACHINE


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UNDERSTAND THE EVOLUTION

Search Ads

Contextual Targeting

Product Listing

Dynamic Search Custom Affinities


#SMX #13C

THE NEW TARGETING


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DSA CRAWL TARGETING


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TASTES GREAT, LESS FILLING


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PLA FEED TARGETING

"PLAs Steal Intent-Driven Clicks

from Other PPC Ads“

- Larry Kim


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PLA: (GETTING AROUND) THE RULES


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PLA = SERIOUS PERFORMANCE

"PLAs Steal Intent-Driven Clicks

from Other PPC Ads“

- Larry Kim


#SMX #13C

SUFFOCATING RULES

• NO SERVICES

• “Buy Online & Pick Up In Store” (BOPIS) is the only ecommerce option, then inventory must be verifiable by Google real-time in each store, no exceptions

• Inventory can be verified at the regional warehouse level, only if the e-tailer offers optional delivery to customer’s street address


#SMX #13C

THE WORKAROUND

• Can be BOPIS only • Pack Store With Inventory • Mojo In Inventory Mix

• Ship to customer’s address OR

• Ship to preferred BOPIS Pickup Vendor OR

• Include installation options, upsell other options online and/or in-store


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PSYCHOGRAPHIC-SEARCH MASHUP


#SMX #13C GOOGLE’S AWESOME DATA


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GOOGLE’S MOTIVATION?

SIMPLICITY Money MONEY


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LESS CONTROL = MORE $$$


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YEP, PLA PRICES CLIMBING


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RESULTS ‘MAY’ BE AWESOME

Custom Affinity Topics In-Market

CPC $0.63 $1.10 $0.77

CTR 0.41% 0.20% 0.52%


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KEYWORDLESS WINNERS

Conversions

Response Rate

Conversions Cost/Action


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THE FUTURE TELEGRAPHED


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LESS QUERY TRANSPARENCY


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BACK TO THE FUTURE!

• Google’s Been Trying To Minimize KWs For Years • They Are Finally Succeeding • Google Would Rather Control Their Own Machine • Marketers Get Only Enough Info To Not Screw Things Up • Skillsets Of Great AdWords Practitioners Changing


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TAKEAWAYS • New Targeting is replacing Keywords • Test Facebook Ads Creative Techniques In Google • Think About URL Affinity • These options show a lot of promise • We are getting less and less query data • Test, Test, Test • Get Out Your Wallets • Understand PLA Rules For Survival, Stretch As Needed


#SMX #13C

Rest In Peace Precious PPC Keywords

Marketing

c google

c search ppc

c psychographics search

c local pla

c srlsly specific

c close variant

c tastes great

c dynamic search ads