2014 PPC Predictions

This week James Svoboda (@Realicity) kicks off the new year with a some predicions about pay per click in 2014. This PPCChat is titled “2014 PPC Predictions.” The following is the transcribed Streamcap from the live chat:

Q1: What do you hope to achieve as a PPC professional in 2014?

  • Better utilization of automated bid strategies and growth in excel, excel, excel. – Kirk Williams (@KECreate)
  • Become even more of an analytics aficionado and get more in depth on Adwords Scripts. – Bryant Garvin (@BryantGarvin)
  • I’m looking to do deeper analysis into PPC as part of a multi-channel engagement. Adjust our strategy to fit with user behavior. – John Holland (@ppathholla)
  • Automate & double my client base! (Variety is the spice of life.) Also, become Analytics guru. – Theresa Zook (@I_Marketer)
  • Get better at integrating analytics & 3rd part data into account optimizations. More excel skills. – Michelle Morgan (@michellemsem)
  • Increase my clients’ profits. – Steve Gibson (@stevegibsonppc)
  • Short term = land 2 new eCom clients. Longer term = do a better job of proving PPC for CPG clients, maybe use iBeacon. Also, land some more side projects for moonlighting. – Nate Knox (@nateknox)
  • Better understanding of more PPC tools to save time. – James Svoboda
  • Personally I plan to focus more on business (HR, marketing, etc.) and less on cool AdWords strategies. – Martin Rottgerding (@bloomarty)
  • Transition from doing everything under the digital marketing sun to doing PPC full time. – Jason Stinnett (@JasonStinnett)
  • Higher level understanding of CRO and integration with lead management systems. – Michael Henderson (@innuHendo)
  • I think a lot of us are overwhelmed by the ideas and goals we have for ourselves and clients. Tough/good question! – Nate Knox
  • Excel and Scripts. Basically trying to get more efficient. – John Budzynski (@Budzynski)
    • I’m with you. Its just hard to put in extra time now in order to save time later. – John Holland
  • I hope to achieve lower CPAs and drive more quality leads in 2014. – Jonathan Levey (@jlevey)
  • At the client level, I’m all about conversions–CPA & ROI–in 2014. – Theresa Zook
  • Increased automation of daily task and optimizations. – Jesse Semchuck (@jessesem)
  • Work consistently each week to learn a little more about PPC (spec automation) so at end of year growth is monumental. – Kirk Williams (@KECreate)
  • Stronger in overall “marketing” concepts and strategies in which apply PPC with and to. – Elizabeth Marsten (@ebkendo)
  • Expand my focus in analysis far beyond CTR, better identify opportunities for clients. – Tyler Purcell (@tylerpurcell)

Q2: What PPC initiative (remarketing, PLAs, etc), do you believe you need to become stronger at in 2014? Why?

  • Bing! Cuz I’m still pissed…about so many things! – Heather Cooan (@HeatherCooan)
  • Writing good ads. (It always comes back to the basics.) – Theresa Zook
  • Does ecommerce count? Had tons of experience with lead gen, but need to get proficient at ecommerce matters as well. – Michelle Morgan
  • Getting better with Bing. I’m going to use a PC and use the editor to start improving. – Nate Knox
  • Scripts. That automation thing is a wicked cool timesaver. – Elizabeth Marsten
  • Negative keyword automation. There is a real opportunity to create a tool to help reduce spend. Crowdsource project anyone? – Jesse Semchuck
  • Advanced bidding algorithms to bid to margin/ROAS and combat tablet interferance. – Heather Cooan
  • I want to become stronger at RLSAs in 2014. RLSAs: a potential game changer. – Jonathan Levey
  • Advanced bid adjustments. Keyword performance changes based on location, time of day, competition so bids should change too. – John Holland
  • Does Excel count? I don’t use it nearly enough. Anyone know a good PPC in Excel master class anywhere? – John Budzynski
  • PLAs. The trends Y/Y are pointing towards a need to get our E Commerce clients ramped up. – Billy McCall (@TheWTMIV)
  • I’d like to better understand the way Google’s PLA algo works. – Steve Gibson
  • Need to get more nuanced about bid management – can be tough with small accounts / limited data. – Jason Stinnett (@JasonStinnett)

Q3: What existing PPC feature will become even more important in 2014?

  • Sitelinks. Since the algo change, I’m curious on the overall impact longterm. – Elizabeth Marsten
  • Google Shopping. SERPs are already geared more towards image/prices & better backend functionality will (hopefully) grow. – Kirk Williams
  • Adwords Scripts and PLAs. – Bryant Garvin
  • Really, the whole puzzle. Lots of new pieces–still trying to fit them together. (But PLAs if I had to choose one.) – Theresa Zook
  • I think granularity & bid strategy is going to be increasingly more important with the SERP changes. – Heather Cooan
  • Sitelinks and RLSA. – Matt Mitchell (@MattMitchell44)
  • I feel like competition is going to crazier than ever this year…and I wonder if it will leak into local auctions. – Heather Cooan
    • We’ve already seen competition increases for some of our hyper local clients. – John Budzynski
      • That makes sense with the enhanced changes, geo mods. – Heather Cooan
  • Cross-channel/device conversion tracking. – Michelle Morgan
    • Cross-device would be crazy to see and evaluate. Game changer. – John Holland
      • Totally agree. Especially if it can be accurate and maybe incorporate lead quality or revenue. – Michelle Morgan
  • Data importing of offline conversions. – Michael Henderson
  • I think 2014 is going to be a big year for tracking in-store and actually being able to prove things there. – Nate Knox
  • PLAs are getting more and more important. Scripts seem to be hyped – often talked about, but rarely used, I’d say. – Martin Rottgerding
    • I tested out scripts this Holiday season for 1 advertiser was pretty cool. – Bryant Garvin
  • Also for PLAs, image *& asset quality are going to matter more and more for visibility and competition separation. Don’t forget Google+ ads being rolled out to everyone. We’ll have more ad types to geek out on. – Nate Knox

Q4: What existing PPC feature will become less important in 2014?

  • Tablet targeting. – Bryant Garvin
  • For social ppc “” Twitter ads. They’re crazy expensive. I cut almost 100% of twitter budget and reallocated. – Nate Knox
  • Search partner exclusion and bid modifiers. – Bryant Garvin
  • Manual management? Altho I use it, it’s all so complex that I’m not sure I know what effect my edits have any more. – Theresa Zook
  • Looking at what Googles does with PLAs, I might say Text Ads. – Martin Rottgerding

Q5: What new feature would you like to see integrated into Google AdWords in 2014?

  • Base bid – devices adjusted off that. – Steve Cameron
  • Tablet Targeting. KW targeting for PLAs. – Kirk Williams
  • Better analytics integration. 50% of my conversions are assisted by 2 or more interactions. – John Holland
  • Better Merchant Center integration/control. – Elizabeth Marsten
  • A Demographic Targeting Layer for Search Campaigns. – James Svoboda
  • Runaway placement control on the GDN. – Heather Cooan
  • My perennial wish search partner control i.e bid modifiers, exclusions and even separate campaigns. – Bryant Garvin
  • Someone mentioned keyword control for PLAs… I wonder if we will get PLA Conversion Optimizer instead. – Martin Rottgerding
  • Bid modifiers for tablets and search partners. Not a feature, but full support of all features in the Editor. – Michelle Morgan
  • An AdWord monthly budgeting feature (like daily) would be a huge efficiency help to my client billing cycles. – Nicole Mintiens (@Tregesy)
  • LABELS in Editor! …and on Bing for that matter! – Heather Cooan
    • How about labels in the editor. – Jason Stinnett
  • A more robust ROI based bidding strategy for ecommerce clients. – Louis (@B_Louis)
  • More bid modifiers in general. For search partners, but also for so many other things (distance, wheather, demographics, …) – Martin Rottgerding
  • OMG, a functioning KW tool and the original Ad Planner back! – Heather Cooan
  • A fully functional AdWords Editor. – Nate Knox
  • White label MCC reporting for clients? – Jesse Semchuck
  • I would like to see labels in the Google AdWords editor in 2014.
  • For Adwords Editor NOT to disappear. – Kirk Williams

Q6: What would you like to see integrated into Bing Ads in 2014?

  • Labels, labels, laaaaaaaaabels! – Heather Cooan
  • Mac users. – Steve Cameron
  • The freedom to have search partner only campaigns. However, that’s the opposite of the way Adwords is going. – Steve Gibson
  • They gotta fix this duplicate ads craziness too, or I may lose it. – Heather Cooan
  • Real value! Mac editor ability. More extensions. Mass edits. Phone call help under 30 min, etc, etc, etc. – Nate Knox
  • (1) Editor for Mac, (2) Labels, (3) an interface that doesn’t completely reload every time any edit is made. – Kirk Williams
  • Seriously, would love official Adwords and Analytics apps for iOS. Even just read only. – Jesse Semchuck
  • A version of their interface that allows you to manage Bing campaigns and still retain the will to live. – Steve Gibson
  • Being able to see my entire account at the keyword level would be a great start. Maybe some better mass editing options too. – Kayla Hiller
  • This is huge for me… NOT completely screwing up setting when I import campaigns from AdWords. They screw the pooch every time. – Nate Knox
  • Labels, ability to see all account info on one screen (e.g. all keywords without filtering), editor for Mac. – Michelle Moreouse
  • A snappier Bing interface would be nice. Sometimes it still moves at a crawl. – Jesse Semchuck

Q7: Fill in the blank – My PPC dreams will come true this year if”¦.

  • I never get a client calling to say, “What went wrong?” – Theresa Zook
  • If Google wouldn’t change anything for six months and let me catch up. – Steve Cameron
  • If campaigns came in with realistic budget levels for ALL segments they want to target. – James Svoboda
  • I can stop putting out fires and focus on growth. – Jesse Semchuck
  • Google and Bing listen to me and my campaigns respond to my changes the way they SHOULD rather than what they feel like that day. – Michelle Morgan
  • Google doesn’t mess with any of my tools! – Heather Cooan
  • If I get a big ecommerce client so that I can use all the features & PLAs. – Christina Hall (@Chrissie_Hall85)
  • If average CPCs drop by 90%. – Brittany Baeslack (@BaeslaBr)
  • (1) Adwords incorporates separate tablet bidding (2) PLAs get KW targeting, (3) Bing gets a Mac Editor, (4) Bing UI improves. – Kirk Williams
  • I didn’t have to spend 50% of my time convincing clients that we should do the work instead of doing the work. – Kayla Hiller (@Kayla_Hiller)
  • If we can increase our Value Per Conversion and competitors stop bidding. – Chad Summerhill (@ChadSummerhill)
  • If BingAds publishes its Ads Editor for the Mac. – Jonathan Levey

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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)
• Billy McCall (@TheWTMIV)
• Brittany Baeslack (@BaeslaBr)
• Bryant Garvin (@BryantGarvin)
• Chad Summerhill (@ChadSummerhill)
• Christina Hall (@Chrissie_Hall85)
• Elizabeth Marsten (@ebkendo)
• Heather Cooan (@HeatherCooan)
• Jason Stinnett (@JasonStinnett)
• Jesse Semchuck (@jessesem)
• John Budzynski (@Budzynski)
• John Holland (@ppathholla)
• Jonathan Levey (@jlevey)
• Kayla Hiller (@Kayla_Hiller)
• Kirk Williams (@KECreate)
• Louis (@B_Louis)
• Martin Rottgerding (@bloomarty)
• Matt Mitchell (@MattMitchell44)
• Michael Henderson (@innuHendo)
• Michelle Morgan (@michellemsem)
• Nate Knox (@nateknox)
• Nicole Mintiens (@Tregesy)
• Steve Gibson (@stevegibsonppc)
• Theresa Zook (@I_Marketer)
• Tyler Purcell (@tylerpurcell)

Streamcappin the 2014 Edition of PPCChat

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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