2013 Pay Per Click Predictions

This week Matt Umbro (@Matt_Umbro) kicks off 2013 with a question set titled “2013 PPC Predictions.” The following is the transcribed Streamcap from the live chat:

Q1: What do you hope to achieve as a PPC professional in 2013?

  • Better results for clients than I earned for them last year. As well as fame and fortune. – Nicole Mintiens (@Tregesy)
  • Don’t plateau and be better than I was in 2012. – Luke Alley (@LukeAlley)
  • Better understanding and implementation of attribution in my accounts, and a couple Mil in the bank. – Noah Brooks (@noahbrooks)
  • To learn more about everything – vague reply, but I feel like there’s still so much I don’t know! – Katie Saxon (@ksaxoninternet)
  • Flip the focus. No more bidding 1st, testing 2nd, and structure 3rd. Now I will put structure 1st, testing 2nd, and bidding 3rd. – Chris Haleua (@chrishaleua)
  • Client results. the other stuff – new business, speaking engagements, etc – flow from your skill set and what’s done for clients. – Harris Neifield (@HarrisNeifield)
  • Improve skills integrating PPC with clients full marketing mix. Improve multi-channel strategies. – Aaron Levy (@bigalittlea)
  • Continue to love the industry I’m in and translate this passion to great results for my clients. – Matt Umbro
  • I also want to think about a speaking engagement in 2013…big step for me since I don’t like talking or people. – Noah Brooks
  • Better at GA, Be more involved in the #PPC community, do a couple speaking gigs (first time), not sweat the small stuff. – Bryant Garvin (@BryantGarvin)
  • Take advantage of new technologies Google and Bing bring to 2013! Also want to improve Quality Scores. As a Chicago based Digital Marketing firm we also look to bring in more business and continue to show our clients great results. – Logical Media Group (@LogicalMediaGr)
  • Keep learning, growing and putting the knowledge to good use. – Stephanie Cockerl (@nextSTEPH)
  • More landing page testing for more clients. Each test is a new adventure with a yet untold story. – James Svoboda (@Realicity)
  • More split testing of landing pages. – Josiah Colt (@_kingjosiah_
  • Help clients with CRO. So crucial. And just keep learning about PPC in general. – Melissa Mackey (@Mel66)
  • Convince Google to listen to my suggestions. Try to attend a few PPC conferences too! – Derek Ostler (@DerekOstler)
  • Write more PPC blogs, become more familiar with running display network campaigns, continue to learn as much as I can! – Logan Durant (@THELoganDurant)
  • I hope to increase the transparency of my PPC successes and “rooms for improvement” with all my clients! – Gil Hong (@ghong_af)
  • Implement more beta’s for my client through the use of a Google rep. Just got a strategist assigned, it’s a start. Incorporate more use of creative resources on-site in developing audience specific Display and Remarketing ads. – Brian Gaspar (@BGaspar)
  • I would like to do more with FB and LI advertising in 2013. – Matt Umbro
  • Better use of remarketing & testing for CRO. – Jeff Loquist (@jmloquist)
  • Renew certifications. I say that every year, but get busy maintaining everyone’s campaigns. – Stephanie Cockerl
  • My Big one – Get Google to change Search Partner Control! – Bryant Garvin

Q2: What existing PPC feature will become even more important in 2013?

  • Merchant Center info in the AdWords UI. – Elizabeth Marsten (@ebkendo)
    • Google Shopping in general…will just keep getting bigger. – Matt Umbro
  • Product Feeds, without a doubt. – Brian Gaspar
  • Mobile Segmentation. – Luke Alley
    • I think because conversions and revenue are often underestimated without multi device conversion tracking. – Matt Umbro
  • PLAs (bet I’m not the only one saying this). – Richard Fergie (@RichardFergie)
  • Google’s social extensions, helped increase our CTRs and generate more leads for clients with strong google+. – Logical Media Group
  • Demographic targeting. I expect this one to make huge gains this year. – James Svoboda
  • Communication extensions could be big. Looking forward to try that. – Josiah Colt
  • For GDN, social settings for G+. With the FTC Suit behind them, Google will push G+ even harder. – Harris Neifield
  • Individual sitelink reporting. Hopefully @adwords will start since@BingAds rolled out the feature this month. – Nicole Mintiens
  • Google PLA & shopping is only going to grow. They found a moneymaker in this one and I doubt they are going to let it slow. – Jeff Loquist
  • Mobile & segmentation – I see Google giving us a lot more to tailor ads based on user behavior & location. – Aaron Levy
  • Tablets and all the different devices! – Derek Ostler
  • Definitely Product Listings Ads for those of us in Europe#ppcchat And possibly more integration with Google+. – Arianne Donoghue (@ArianneDonoghue)
  • Google shopping, we are spending a lot there with great results! – Derek Ostler
  • Combining Remarketing with Social Signals – i.e remarketing on FB Exchange. – Bryant Garvin
  • We think automated rules for bidding will reach the big stage with data manipulation taking center stage in 2013. – KeywordGuys (@Keyword_Guys)
  • Tablet/mobile targeting as well. Tablets were the second most popular Christmas gift of 2012! – Logical Media Group
  • PLAs is the super big 1 for me – along with everyone else it seems. – Katie Saxon
  • Surprised no one has mentioned remarketing, especially as Google works to combine it with paid search with the RFSA roll-out. – Mike Ryan (@mikeryan2)
    • Definitely will continue to grow in spend and overall prominence. – Matt Umbro
    • Great point. Remarketing, search or site, is now a mainstay. – James Svoboda
      • One thing to test with Remarketing as well would be promo text ads to specific target audiences. – Brian Gaspar
  • LinkedIn Video ads may take off. – Harris Neifield
  • “Mobile Only” Clients. This now needs to be a primary option for certain verticals and types of clients. – James Svoboda
  • Similar audiences beta could grow if you didn’t need an account team to run it. – Harris Neifield
  • Speaking with Google hey said that PLA’s have been rolled out to Canada. Anyone experience sucesss with CA PLA based campaigns? – Brian Gaspar
  • Mobile segmentation or lack there of is so frustrating. Such a wasted opportunity to do soft demo targeting! – Ira Kates (@IraKates)
  • I’m also looking forward to the growth of Google+. I see good potential here to help PPC campaigns (ie: social extensions). – Matt Umbro
    • G+ only helps if they have great reviews & +1s. I have clients hand out G+ review cards when the service is completed. – Jesse Semchuck (@jessesem)
      • Agreed…thus it will be much more important for clients to engage their community. – Matt Umbro
  • Persona Targeting – FB & LinkedIn are potentially better first touch points for some clients esp B2B on LinkedIn. – Bryant Garvin
  • I think Mobile Ad Extensions are due for some big changes. The mobile browser space still has much room to grow and improve. – Gil Hong
  • Definitely, social extensions will be more important. Google will push G+ more aggressively with the FTC threat gone. – Harris Neifield

Q3: What strategies will you use to better report multi channel conversion reporting? And to that point, multi device conversion reporting as well?

  • I think multi-device reporting is still off a little ways. You have to track user across devices. – Bryant Garvin
  • Really would like to figure out some sort of attribution model for each client, and put more stress on Assisting Conv. for PPC. – Noah Brooks
  • Big strategy for 2013 as we are transitioning to a new ERP while working on a site redesign with mobile optimization. – Brian Gaspar
  • Get clients using LTV models to determine goals/CPA so that MC attribution makes sense to them (consider costs across the board). – Harris Neifield
  • Would love to toy with clearsaleing or something of the like. But likely have to rely on MCF and whatever G does to improve it. – Aaron Levy
    • I wish AdWords would make the Search Funnels reports more visible instead of a link within the conversions tab! – Matt Umbro
  • Give more credit to assisted conversions, stressing the importance of higher funnel tactics and multiple touchpoints. – Mike Ryan
  • Utilize the Social Value MCF report more, filtered by Conversion & Conversion Value. This was a big hit. – Eric Bryant (@GnosisArts)
  • Use of various dashboards models in Google Analytics. Trying to consistently flow info cross multiple platforms. – Brian Gaspar
  • Just made a big push for remarketing and display view through conversions. For my clients, the number of VTCs is sufficient. – Gil Hong
    • VTC’s are tricky yet valuable. I just wish there was a way outside of partnering with a 3rd party to determine revenue. – Brian Gaspar
    • I agree, give clients a better understanding of the value of view through conv.! Also offer and social extensions! – Logical Media Group
  • Also we need to seriously learn how to master the GDN-Remktg->View-Thru-Conv. game. I’m still rather clueless on this. – Eric Bryant
  • Looking to probably use a 3rd party tool to tie it all together i.e Marin, clearsaleing, acquisio etc. – Bryant Garvin
  • We’re gonna b focusing heavily on Facebook PPC this yr & less on GDN/Rmktg. – Eric Bryant

Q4: What new feature would you like to see integrated into Google AdWords in 2013?

  • AdGroup level sitelinks. – Brian Gaspar
  • Shared Campaign Settings (in shared library) that can be used as “Default Settings” for new campaigns in same account. – James Svoboda
  • Make it so I can do negative auto targets for adwords labels in PLAs. – Derek Ostler
  • Historic quality score numbers…seems easy right? – Noah Brooks
  • Revenue tracking for offer extensions! – Logical Media Group
  • I feel like I’m beating a dead horse but Search Partner control in AdWords. – Bryant Garvin
  • Search partners at the ad group level on AdWords, as syndicated search is on Bing. – Harris Neifield
  • Adgroup level sitelinks and offer extensions. – Jeff Loquist
  • Besides the betas they’re already running, I’d like to see rich ads in search for white-listed brand terms. – Mike Ryan
  • More work on ad scheduling automation . Pause when I say it and don’t take an hour or look at past data to do it. – Brian Gaspar
  • Sharing across accounts in MCC – e.g. labels, negative keyword lists. – Katie Saxon
  • Why don’t they roll out just plain old rmktg for search? – Eric Bryant
  • Let’s get a Bing equivalent of AES files into desktop. – Harris Neifield
  • Ad Group Sitelinks – AdWords is building up via the Shared Library. We may have to reevaluate account structur based on this. – James Svoboda
  • A smaller item, but I’d like AdWords Editor to get updated every time a change is made within the interface. – Matt Umbro
  • Remarketing from impressions of a search ad. – Josiah Colt
  • How about Automatic Analytics access if you’re listed as an AdWords MCC. Would make access permissions easier. – James Svoboda
  • Would like to pull ONE report that segments day/time of conv. without having to pull “day” & “hour of day” reports separately. It would also be nice to modify budgets at MCC Dashboard level. – Logical Media Group
  • I’d like to see some more reporting options for ad extensions, especially enhanced sitelinks! – Gil Hong

Q5: What would you like to see integrated into Bing Ads in 2013?

  • Bing equivalent of AES files into desktop. – Harris Neifield
  • Automatic tagging of URLs with GA / analytics script. Because I just spent way too much time doing this! – Melissa Mackey
    • With FTC settlement Google will let API’s work, maybe Bing will set up GA auto-tagging. – Harris Neifield
  • Synchronization with Analytics. Targeting individual search partners. Some of them are awesome, most are not. – Aaron Levy
  • Product Feeds and PLA’s. – Brian Gaspar
  • I doubt it is possible (maybe) but i am wondering about the possibilities with remarketing for analytics. – Jeff Loquist
  • I’d like to see remarketing with Bing Ads. – Matt Umbro
  • Smoother interface for edits. If there wasn’t BingAds editor, I’d prob just re-import my google campaigns when I made a change. – Gil Hong
  • Revenue tracking in the view! Why should we have to generate a report just for that? – Logical Media Group
  • Better workflow for Search Query reports to add keywords and negatives. – Bryant Garvin
  • bingads editor for mac. – Josiah Colt
  • These types of discussion make me wonder if these are already on their product dev map. And if not, LISTEN! – Robert Brady (@robert_brady)

Q6: Fill in the blank – My PPC dreams will come true this year if….

  • We get separate bids for G search partners. – Melissa Mackey
  • If AdWords will start reading#ppcchat and make some changes! – Derek Ostler
  • LinkedIn develops a desktop tool. – Harris Neifield
  • I stop getting SQ’s with 3 clicks and 1 impression. – Aaron Levy
  • WHEN AdWords & Bing Ads implement Facebook level demographic targeting for SEARCH. – James Svoboda
  • I could manage my@adwords and @BingAds accounts from a smart phone. – Brian Gaspar
  • We crack this new FB ads rmktg game is gonna be ON then! – Eric Bryant
  • I could see all of the queries driving traffic and not have to look at an “other queries” row ever again! – Bryant Garvin
  • I can manage to start some local freelance PPC on the side! The local advertising space is easier to work with limited budgets. – Gil Hong


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.


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)
• Aaron Levy (@bigalittlea)
• Arianne Donoghue (@ArianneDonoghue)
• Brian Gaspar (@BGaspar)
• Bryant Garvin (@BryantGarvin)
• Chris Haleua (@chrishaleua)
• Derek Ostler (@DerekOstler)
• Elizabeth Marsten (@ebkendo)
• Eric Bryant (@GnosisArts)
• Gil Hong (@ghong_af)
• Harris Neifield (@HarrisNeifield)
• Ira Kates (@IraKates)
• James Svoboda (@Realicity)
• Jeff Loquist (@jmloquist)
• Jesse Semchuck (@jessesem)
• Josiah Colt (@_kingjosiah_ )
• Katie Saxon (@ksaxoninternet)
• KeywordGuys (@Keyword_Guys)
• Logan Durant (@THELoganDurant)
• Logical Media Group (@LogicalMediaGr)
• Luke Alley (@LukeAlley)
• Melissa Mackey (@Mel66)
• Mike Ryan (@mikeryan2)
• Nicole Mintiens (@Tregesy)
• Noah Brooks (@noahbrooks)
• Richard Fergie (@RichardFergie)
• Robert Brady (@robert_brady)
• Stephanie Cockerl (@nextSTEPH)

Streamcappin’ from the Future

This is a guest post by Paul Kragthorpe; he works at WebRanking in Minneapolis, Minnesota. He’s the #PPCChat Streamcap Maker, and SEO Blog Author. Connect with him: @PaulKragthorpe, and Google Plus.

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One Response to 2013 Pay Per Click Predictions

  1. […] Q2: How did you fare with your 2013 PPC predictions? […]

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