PPC Chat Streamcap – 2013 PPC 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

Resources

• Google AdWords Editor (version as of today’s PPCChat 9.9.0)
• Microsoft adCenter Desktop
• http://www.google.com/ads/answers/
• PPCChat Member List (Twitter)
• adCenter Feature Suggestion
• Bing Keyword Research Tool
• Profiting From Google Shopping: Free Webinar
• Google Analytics Multi-Channel Funnels For PPC
• Multi-Channel Attribution: Definitions, Models and a Reality Check

More PPC Chats

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 PPC Chat Twitter list to see and connect with all current and prior participants.

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.
Follow @PaulKragthorpe

Tags: 2013 ppc, Pay-Per-Click (PPC), ppc, ppcchat, predicitions

This entry was posted on Tuesday, January 8th, 2013 at 6:17 pm by Paul Kragthorpe and is filed under Pay-Per-Click (PPC), PPC Chat. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.