the state of search - ppc edition - james svoboda

James Svoboda Search Snippets #16: The State of Search – PPC Edition@Realicity Download: www.slideshare.net/MnSearch

The State of Search – PPC Edition

Presented by: James Svoboda, @Realicity

Search Snippets #16: The State of Search

September 24, 2014

http://www.mnsearch.org/

http://www.webranking.com/

AdWords Dropping Description Line #2

for Mobile Ads







Ad Extensions Fill In Space




Bing Ads Desktop + Tablet…

Replaced with…• Location Extensions• Callout Extensions• Sitelink Extensions

Make Sure to Create Mobile Preferred Ads

Starting on October 15, 2014



Bing Ads Combining Desktop + Tablet Traffic








Bid Modifier: -20% to +300%

Takes Effect Now (sept 2014)

Mobile Targeting Not Affected



Upgrade to Google Shopping Now Complete…

AdSense Product Ads willIncrease Volume for

Shopping Campaigns!







AdSense Product Ads



AdWords Callout ExtensionsThe New “Universal” Extension.







Which Ad Has Callouts?




Callouts and Brands and Sitelinks, Oh My!




Callout vs. Sitelink Performance



Close Variants Change for Exact & Phrase Keywords







How I Feel About The Change…



Close Variants Change…

Is Based On Matching Searcher Intent by Mapping to Relevant

Keywords







[Exact] = Exact’ish







“Phrase” = More Useless

– Only When Word Order Matters– Mostly for 1 & 2 Word Keywords







Does Not Affect Negative Keyword Mapping







AdWords – Now (sept 2014)

Bing Ads - Now Testing







Follows Modified Broad MatchKeyword Mapping Pattern







Plural Keyword Mapping: Shoe vs. Shoes




Misspellings: Shoe vs. Sheo




Close Variations: Mens vs. Mans




Keyword Variations Can Matter

Source: http://certifiedknowledge.org/blog/adwords-is-forcing-variation-match-upon-you-this-is-why-its-a-terrible-idea/

Analysis done by Brad Geddes




Keyword Intent = Freedom’ish




THANK YOU!

Download: www.slideshare.net/MnSearch

James SvobodaPresident, MnSearch / Partner, WebRanking

t: @realicitye: [email protected]: www.webranking.com/blog

Visit the Minnesota Search Engine Marketing Association at www.mnsearch.org




the state of search - ppc edition - james svoboda

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