PPC Chat Streamcap – PPC in 2012

This week Matt Umbro (@Matt_Umbro) came up with a question set, reflecting on the year, titled “PPC in 2012.” The following is the transcribed Streamcap from the live chat:

Q1: What was your favorite PPCChat of 2012? Why?

  • Mine was Recent one on Product Listing ads. – Manoj Pandey (@_MAN0J)
  • My favorite chats related to Google Shopping – lots of great info shared during these chats and awesome discussion. – Matt Umbro (@Matt_Umbro)
  • I’d have to say the Google Shopping PLA week. Learned a lot, good conversations. – Ginny Marvin (@GinnyMarvin)
  • I think the one about Dynamic Search Ads was very helpful. Great to get a feel for a brand new feature. – Martin Rottgerding (@bloomarty)
    • Utilizing this feature a lot more because of this chat. – Matt Umbro
  • Every #PPCcusschat – Neil Sorenson (@iNeils)
  • Don’t have a favorite. I learned from many. But the ones abt PLA are prolly least fave b/c we have no client who qualifies 4 that. – Eric Bryant (@GnosisArts)
  • I enjoyed the perspectives on bidding on branded terms. – Nicole Mintiens (@Tregesy)
  • Conversion attribution. (Add me to those who don’t have a PLA client.) – Theresa Zook (@I_Marketer)
  • The last #ppcchat about PLAs was very helpful, too. Missed this one and was thankful for @PaulKragthorpe‘s work once again. – Martin Rottgerding
  • Remarketing was very intriguing as well – that’s been a tough nut to crack for us. So has DSA. – Eric Bryant
  • I got a lot out of the holiday#ppcchat ‘s both for holiday and post-holiday strategies. – Mark Kennedy (@markkennedysem)
  • Google Shopping was good, but I really thought the one on Dynamic Search Ads was very insightful. – Brian Gaspar (@BGaspar)

Q2: What do you believe was the biggest PPC story of 2012? Why?

  • Probably the product feed going to a paid platform. – Mark Kennedy
  • Google rolling Local Places into G+? I think the impact of that is yet to be really felt, though. – Theresa Zook
  • There are so many elements now: Youtube ads, remktg, DSAs, PLAs, TVads & all becoming more specialized in themselves. – Eric Bryant
  • Have to say paid Google Shopping. – Ginny Marvin
  • Changes to Adwords Display Network targeting. Bidding now available at the KW level… fundamental change. – Luke Alley (@LukeAlley)
  • Paid inclusion in Shopping results – biggest shift toward a pay to play system. – Timothy Jensen (@timothyjjensen)
  • Google Shopping going to a completely pay per click model…by far the biggest story IMHO. – Matt Umbro
  • Definitely PLA & Shopping to a paid platform. Anything that effects budget, CTRs, posiioning, etc etc is HUGE. – Jeff Loquist (@jmloquist)
  • Totally agree with you@timothyjjensen – the shift has been tremendous this year with analytics & google shopping. – Logical Media Group (@LogicalMediaGr)
  • Definitely rolling YouTube into AdWords. – Doug Thomas (@ferkungamaboobo)
  • For me the main reason PLAs was so huge was the conv impact. Without the results it wouldn’t have been as big a deal. – Ginny Marvin
  • Have to say Retargeting is at the top of my list as well. – Ginny Marvin
  • Google’s continued emphasis on promoting established brands, and transferring all historical free services to paid. – Jesse Semchuck (@jessesem)
  • PLAs have definitely been a game changer. Huge search inventory swing. – Jeremy Brown (@JBGuru)

Q3: What 2012 PPC prediction of yours came true? What did not?

  • I really thought they would do the adgroup-level sitelinks this year. – Rick Galan (@RickGalan)
    • Currently in beta, FYI. – Neil Sorenson
  • Don’t recall making predictions, BUT we should do that at the start of ’13 and look back at it in Dec. ’13. – Luke Alley
  • Didn’t come true”¦. yet. Targeting advertising (through Adwords) to Google+ profiles. – Jesse Semchuck
  • That revision of PLA campaign helped to increase overall non-branded profitability. That DSA’s at launch were not successful. – Brian Gaspar
  • No ad-group level geotargeting yet. One major advantage Bing Ads holds. – Timothy Jensen
  • There are many betas I would’ve expected to go public already: search partner bids, adgroup sitelinks, product retargeting, Scheduling ads – that’s what automated rules and scripts are for. – Martin Rottgerding
  • Sitelinks/Ad Extensions. Little brother is growing up fast! – Nicole Mintiens
  • I don’t predict–when I do, I fall in love w/some imaginary feature or ability and have to cry when I don’t get it. – Theresa Zook
  • The fiasco that ensued when Google initially eliminated the rotate ads evenly option. – Brian Gaspar
  • Youtube adwords – super beneficial for a lot of our clients! Geotargeting not being available has been upsetting. – Logical Media Group
  • The ability to schedule turning on and off certain ads. – Brian Gaspar
  • That it would be near impossible to get a true ROI on facebook advertising. (also my prediction for the next few years) – Jeff Loquist
  • Still disappointed that we don’t have greater visibility into Google Search Partners… time to provide more transparency Google. – Matt Umbro
    • And separate bids for search partners. – Melissa Mackey (@Mel66)
    • I think the transparency is *mostly* there, it’s just a giant pain to sort out. – Jesse Semchuck
      • Yes, you can setup a hack in GA to find the partners, but you can’t do anything with the info. – Matt Umbro
    • I just wish I had the option of having a campaign run on JUST search partners. – Robert Brady (@robert_brady)

Q4: How did PPC evolve in 2012 (good or bad)?

  • Overall for the better. More features, ways to capture real estate, images, etc. – Mark Kennedy
  • It seems like Bing Ads gained some ground this year. – Tom Wright (@tomwri)
  • I think it evolved positively for@BingAds . Not so sure about AWds. – Eric Bryant
  • More real estate to show ads, putting an importance of organic rankings. More supply can mean more demand and higher costs. – Brian Gaspar
  • PPC is stealing a lot of spotlight from organic. I love it. – Robert Brady
  • This year showed us (more than ever) how important PPC is compared to organic. In fact, PPC may now be even more important than organic. – Matt Umbro
  • Definitely think with the Analytics upgrades the visibility in PPC has improved, so definitely a good thing this year. – Jeff Loquist
    • Agree, analytics integrations have been big this year for ease of visibility/reporting. – Ginny Marvin
  • Bing a bigger player; search ads without keywords; lots more data to use for optimization & insight. – Melissa Mackey
  • Google listened to the professionals and quickly reversed a change – That’s a serious evolution IMO. – Rick Galan
  • 2012 made me thank my lucky stars I didn’t choose SEO almost 5 years ago. – Neil Sorenson
  • Progress not perfection. Both platforms rolled out helpful updates to test/adopt. Progress not perfection. – Nicole Mintiens
  • We even got our very own PPC conference in 2012! – Matt Umbro
  • I feel it’s more a necessity to integrate campaigns cross-platform as opposed to “this is social, this is organic, this is ppc” – Doug Thomas
  • Facebook is doing remarketing now which is definitely huge. – Logical Media Group

Q5: What was the most important tip/tactic you learned in PPCChat in 2012?

  • Creative ways to use negative keywords to capture the most relavent traffic. – Nicole Mintiens
  • (1) How to use multichannel funnels (2) (and I’m embarrassed to admit this one) How to use pivot tables. – Melissa Mackey
  • Honestly, when in doubt trust your network…especially those within. – Brian Gaspar
  • Using Calls to action in the sitelinks was a good one. eg – Sitelink = 20% Off All Products. – Mark Kennedy
  • @CarrieHill ‘s fixing kwd position based on revenue was without a doubt the most valuable @Sew blog post for me in 2012. – Eric Bryant
  • You’re never more than a tweet away from help. – Robert Brady
  • I can’t think of a “specific”, but definitely how to look at data in different ways. – Jeff Loquist
  • Creative ways to use negative keywords as well as knowing there’s a community to query when in doubt. – Nicole Mintiens

Q6: What updates and/or improvements can be made to make PPCChat better in 2013?

  • Getting rid of the spambots. – Martin Rottgerding
  • Would love to see Google designate a knowledgeable rep to participate. – Robert Brady
  • Google Meetups. Video chat is where it’s at! – Nicole Mintiens
    •  I’ve always thought regional#ppcchat meetups would be cool. – Brian Gaspar
  • Perhaps advance polls to determine future topics? – Brian Gaspar
  • Honestly I wouldn’t change much. I’ve learned so much this year! – Melissa Mackey
  • The more people the better. Perhaps figuring out ways to get our name out more?? – Luke Alley
  • How about a raffle each week to a participant for a prize for taking part? I see #ppcchat T-Shirts, Mugs and Mouse pads oh my. – Brian Gaspar
  • Ocassionally going past 1 pm on the east coast. – James Svoboda (@Realicity)

Resources

More PPCChats

Don’t forget to stay tuned for the next #PPCchat on Tuesday at 12 noon Eastern, 9 am Pacific and 5pm in the UK. Same Chat time, same Chat channel.

Participants

Check out the PPCChat Twitter list to see and connect with all current and prior participants.

• Matt Umbro (@Matt_Umbro)
• James Svoboda (@Realicity)
• Paul Kragthorpe (@PaulKragthorpe)
• Brian Gaspar (@BGaspar)
• Doug Thomas (@ferkungamaboobo)
• Eric Bryant (@GnosisArts)
• Ginny Marvin (@GinnyMarvin)
• Jeff Loquist (@jmloquist)
• Jesse Semchuck (@jessesem)
• Logical Media Group (@LogicalMediaGr)
• Luke Alley (@LukeAlley)
• Manoj Pandey (@_MAN0J)
• Mark Kennedy (@markkennedysem)
• Melissa Mackey (@Mel66)
• Neil Sorenson (@iNeils)
• Nicole Mintiens (@Tregesy)
• Rick Galan (@RickGalan)
• Robert Brady (@robert_brady)
• Theresa Zook (@I_Marketer)
• Timothy Jensen (@timothyjjensen)
• Tom Wright (@tomwri)
 

All 2012 Streamcaps Completed By

This is a guest post by Paul Kragthorpe; WebRanking SEM Manager in Minneapolis, Minnesota, #PPCChat Streamcap Grabber, SEO Blog Author. Connect with me @PaulKragthorpe, and Google Plus.

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