Social Media Trends + Paid Search Research 7/2/15

Organic and paid search is not going away, but things are definitely going through significant changes. Bing/Yahoo has started to get real traction, and Facebook continues to impact search with multiphased results. We have reached to crossing point of mobile in the US, past 50%, and the use of mobile apps is also creating huge changes, as we anticipated a while back. While the playing field goes through paradigm shifts, the challenge is to be able to adapt and change in a way that is positive as well as effective. Creativity is the missing element across the boards, even more so when it comes to mobile. To be able to research, create concepts, and up-sell the client to fund effective, creative advertising on mobile is where the rubber means the road in our next gen, mobile Web world.

As client desire and audience has shifted to social media (Facebook), we have started to take the attitude that there is no longer a simple solution for paid search. We consider social media (Facebook) to have a foot in both search as well as social. As Facebook has changed the rules on the primary column of the news-feed to effectively kill organic, the need to use paid promotion as well as FB Ads has become the new normal. With the costs of FB ads and promotion hovering at the same rate as Google AdWords (effectively), we are now looking at the classical comparison as being almost the same. The net-net of this is the ROI we calculate is now a fusion of social and search.

News Flash: Paid Search Query Data Isn’t Going Away (Duh) 4-10-14

The Future of Paid Search 6-22-2015

One thing we know for sure about working in any internet related discipline is that nothing is more constant than change. Just as you get used to new policies and procedures, they are changed. Right when you finally wrestle a user interface into submission, it gets an “upgrade”. As paid search professionals, we know that change is something we must be prepared to deal with on a monthly basis. It’s cool though – most of us get bored easily, so all of this need to adapt is good for us, right?

I’ve been thinking a lot lately about where paid search is going. I’ve been in this business for a long time. Started in web design in 1999, added SEO in 2001 and began doing PPC in earnest around 2005. I’ve seen a lot during my career. Things definitely seem to be moving faster and faster every year. In the same way that social media and apps are clamoring for our attention, so too are the advertising opportunities they create. Social media was non-existent when I started in paid search. Now, it is huge.

Why Google’s Reported CPC Declines Can’t Tell The Story Of “A Mobile Advertising Problem”

It’s still happening. Google reported on Thursday that the average cost-per-click (CPC) was down again in Q2 from the prior year, marking the eleventh consecutive quarter in which the average CPC fell year-over-year. Some analysts and news outlets have been pointing to this as evidence of Google’s “mobile problem” — the problem Enhanced Campaigns was meant to fix when introduced last year. The fear is that Google can’t figure out a way to monetize mobile ad clicks as the time consumers spend on their phones climbs.

Falling CPCs are interpreted as the canary in the coal mine, signaling that Google’s going to be left behind in the mobile economy and trampled by the likes of Facebook. But is average CPC really any indicator of Google’s market health? Do CPCs matter if click volume is rising (it is) and revenue is growing (it is)?

Truth is, average CPC stats don’t really tell us much at all about what’s happening in Google’s mobile business.

The Ultimate Guide to Google AdWords Conversion Types

In most cases, the road to success starts by simply defining what success looks like – and with Google now offering conversion types for nearly every business model, it’s becoming easier for businesses to see the bigger picture and attain their goals that much faster.

3.3 Evaluate metrics relevant to your goals

Fiona’s asked about the return on investment she’s getting from using AdWords to promote her new products.

What conversion statistics would you look at to get an idea of the cost of each conversion? What information do you need to calculate the return on investment Fiona is getting from her campaign?

Google Puts Ads in Its App Store to Court Mobile App Marketers
Publishers Can Promote Their Apps Within Google Play’s Search Results

“In many ways it’s very similar to Google search. We’re getting users at the point of intent when they’re looking for apps, and we’re offering them a high-quality way for them to consider other apps via a paid experience,” said Jerry Dischler, Google’s VP-product management for AdWords.

Targeting Mobile Users Through Google AdWords

In a bold move to push the importance of mobile usability (some would say to drive up its own revenue), Google announced it would no longer allow campaigns to target by device, as part of what it called “enhanced” campaigns. Pay-per-click (PPC) managers made outcries about Google’s forced decision to remove control from advertisers, even cautioning people against upgrading immediately as the option became available to do so.

A year later, the dust has settled somewhat as advertisers have adapted to the new campaign format. With the ability create device-specific campaigns gone, they’ve modified tactics with their campaign structure and bidding strategy to best reach people across multiple devices.

5 Mobile Ad Strategies You Need To Be Using

Mobile search volumes have been growing exponentially the past few years.
Mobile CTR drops off 45% faster in lower positions than desktop or tablet.
Search CPCs have been rising dramatically for mobile over the past 12 months.
The mobile impression share penalty is more dramatic that its desktop counterparts.

Why It’s So Easy to Fail on Mobile [Data]

Unless you’ve been living under a rock for the last few years, you already know that the mobile market is becoming increasingly important. The big guys know this too – last summer, Google pushed advertisers into mobile with the transition to Enhanced Campaigns, and Bing recently announced it would be following suit this September. Experts are seeing mobile search volumes grow much faster than desktop, and some forecast they will even exceed desktop search volumes as early as next year.

3 Essential Mobile Ad Extensions to Get More Clicks from Mobile Devices

Now, with Enhanced Campaigns, AdWords users can target mobile users with the same campaigns they use for desktop search. It’s just a matter of checking a box that tells Google you want a given ad to run on mobile.

Are Landing Pages Killing Your Conversion Rate? 6-3-15

“But with call extensions, you can get rid of the leaky landing page. Users see the ad, call the business, and you capture the lead. In fact, calls to businesses are worth 3x more than clicks to websites.”

The Most Expensive States for Paid Search in the U.S. 6-18-15

Depending on the state you’re advertising in, your cost per click’s (CPC) could range from as high as 78 percent above the national average all the way down to 65 percent less.

Google AdWords Announces New Tools & Formats As Mobile Search Surpasses Desktop
Tuesday’s #StepInsideAdWords event featured new mobile-friendly ad formats for three verticals, re-vamped automation tools, and attribution and bidding strategies that go beyond last click.

Expanded Automation

Google continues to invest in automation for both bidding tools and creative execution.
Revamped Dynamic Search Ads

The somewhat confusing keyword-less ad functionality of Dynamic Search Ads, which trigger based on the content of the website, is getting an overhaul. Google has rewritten the user interface for DSAs to make it more robust and easier for more advertisers to use.

Tips For Tackling The Online-Offline Attribution Challenge
Learn how customer-tracking and cross-screen performance metrics result in attribution insights that drive more conversions and better ROI.

Mobile Fanatics: Where Social, Video And Calls Intersect
As mobile goes front and center with call analytics, columnist Bill Dinan urges marketers not to ignore other media channels like social and video.

Mobile has dominated much of the current conversation surrounding call analytics, and a recent consumer survey from the Local Search Association bolstered that trend. But as the frenzy over mobile in call measurement and call analytics continues, it’s imperative that marketers don’t ignore other growing media channels, such as social and video, that they can leverage to help drive calls.

The Mobile Fanatics study, conducted by Thrive Analytics for LSA, found that 60 percent of U.S. adults choose mobile devices over PCs when searching for local products or services online.

A segment of hyper-connected mobile users, aptly called the “Mobile Fanatics,” makes up 43 percent of the smartphone user population. This percentage was only 30% just a little more than a year ago. Not only does this group conduct more than 10 mobile searches a week, but Mobile Fanatics are more likely to use social and video when making purchase decisions.


Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.