The Latest In Paid Search

This week Matt Umbro (@Matt_Umbro) came up with another great question set titled “The Latest In Paid Search.” The following is the transcribed Streamcap from the live chat:

Q1: What recent paid search update are you most excited about and why?

  • Just discovered that Google Shopping campaigns will not NOT show you categories that you don’t have products for. UXFTW! – James Svoboda (@Realicity)
  • Bing Shopping because it gives a lot of the functionality of Google Shopping for my e-com clients. – Kirk Williams (@PPCKirk)
  • Definitely customer match because it’s completely identify-based and personalized. Super exciting! – Margot da Cunha (@ChappyMargot)
  • Customer match! been waiting for a feature like this for ages. – Erin Sagin (@erinsagin)
  • Google’s Customer Match. Hoping it’ll help with some B2B clients, and retention efforts for all. – Francis Shovlin (@fmshovlin)
  • I’m excited about Google adding the ability to target email addresses w/ ads. I had been pushing clients to do this internally. – Evan Cummins (@cummins_evan)
  • I really like the rise of RLSA/Customer match. I like the ability to weave in demo/identity into KW targeting. – Mark Irvine (@MarkIrvine89)
  • Looking forward to some actionable insights from the assortment report in GMC, though only for some clients. – Gil Hong (@Gil__Hong)
  • Now that I am out of PPC and into DB/Email, customer match is the only thing I care about. – Chris Kostecki (@chriskos)
  • Shopping ads in youtube videos because products reach ppl who have been introduced via a potential product advocate. – Chris Whyatt (@Chris_w86)
  • Custom audiences (AdWords, TWTR, FB) are really cool. – Robert Brady (@robert_brady
  • Definitely Customer Match! Can’t wait to get it in my accounts and start testing it out! – Kim Thomas (@PPCkimpossible)
  • I’m very psyched about Google’s Customer Match email targeting. And although not recent, I love structured snippets. – James Hebdon (@jphebdon)
  • The scrolling product feed on Facebook looks like something I would test soon. – Joe Martinez (@MilwaukeePPC)
  • Definitely customer match. – Marina Obsivac (@MarinaObsivac)
  • Customer Match and Instagram ads in FB. – Nicole Mintiens (@Tregesy)
  • Easy, Google’s custom audiences. – Erika Schmidt (@erikapdx)
  • Gmail ad builder is a nice new(er) feature. Scripts keep getting better and better…but that’s more like a new Skill. – Jordon Meyer (@jordonmeyer
    • One of my favorite all time features. I think we’ve only scraped the surface of what scripts can do. – James Hebdon
  • Would be remiss to leave out FB Lead Ads. – Robert Brady
  • So Customer Match seems to be the consensus update that people are most excited about! – Matt Umbro
  • The new option to customize ad customizers based on locations is pretty sick too. – Erin Sagin

Q2: How will the last month’s worth of updates impact your holiday paid search strategy?

  • To me, the best thing about these updates has been the ability to reach new audiences. – Matt Umbro
  • If we aren’t utilizing them, we can presume our competitors will! – Gil Hong
  • Won’t impact my clients directly, but I’d be using all those emails you obtained last year + Customer Match/Custom Audiences. – Francis Shovlin
  • With so much volume over holiday, there will be a lot of additional ad hoc testing the new updates. – Kim Thomas
  • Currently working with applicable clients to implement customer email match strategies in remarketing. – Kirk Williams
  • Extra nice holiday bonus for our Google reps. – Jordon Meyer
  • Between FB/Instagram updates, the Shopping Assortment report, and more, there is oppurtunity for expansion. – Matt Umbro
  • I will definitely look to use some of the ad customizers & customer match to send out holiday emails and get return customers. – Evan Cummins
  • Not “within last month” but I’ve been enjoying getting structured snippets going as we prep for holidays as well. – Kirk Williams
  • One of our seasonal clients will be using custom audiences to re-engage last year’s customers, which is really handy. – Amy Bishop
  • It will probably be looking for news ways to segment email lists for matching. – Kyle Crocker (@kacrocker)
  • Holiday is time for big initiatives, segment personalization will come when the dust (and budgets) settle. – Chris Kostecki
  • I think these new updates are fairly evergreen, not specifically any adjustments for the holidays. – Mark Irvine
  • Gmail ads for Ecom campaigns should be great. So many ecom competitors send holiday sales ads that you can target. – James Svoboda
    • Plus CPCs are ridiculously cheap…so far. – Matt Umbro
  • Instagram ads, lookalike/similar audiences, further targeting capabilities should make for a more successful holiday season. – Margot da Cunha
  • Audience segments will allow for tighter focuses. Use them to get your holiday deals out there before the competition. – Joe Martinez
  • I think GmailAds will be very important tool. especially with competitors domain targeting or InMarket/affinity targeting. – Yuri Shub (@YurisPlace)
    • The problem I have with gmail ads is that they fall in the promotions tab, and with so many emails ppl ignore. – Margot da Cunha
      • Its not a problem. You dont care about those who dont see them, only for those who do. End only for their clicks u pay. – Yuri Shub
  • Weaving together GSP and custom audiences will be the route I’ll be taking. – Erika Schmidt

Q3: What is programmatic advertising and why should we care about it? 

  • Gmail ads have a lot of potential but especially Black Friday when people are likely to be seeking sale info. – Amy Bishop
  • Programmatic Advertising is the algorithmic purchase and sale of advertising space in real time. – James Svoboda
  • The ability to test many segments with interesting creative. It tackles operations so you can tackle the creative. – Geoffrey Colon (@djgeoffe)
  • I count AdWords/Bingads/Facebook as programmatic advertising. – Richard Fergie (@RichardFergie)
  • It’s what we the consumer want, so it’s what we the advertiser should deliver. Person to person ads, not spray and pray. – Jordon Meyer
  • You would think programmatic would mean set it and forget it but not true, lots to dial in, Works well w/ ABM media plans too. – Jeff Selig (@seosem)
  • Targeting a user through display ads in real time based upon their personal details. – Tyson Drake (@tysondrake)
  • It’s “micro moments” that are bought and sold in real time… with an algorithm. – James Svoboda
  • I wish TV buying used programmatic. Buy based on local market, use different creative. Still a relationship buying model. – Geoffrey Colon
  • Pretty much it. The computer has the data. Not the media sales guy. – Joe Martinez
  • It’s important because it evens out the playing fiend as everyone with a credit card can now target users. – Tyson Drake
  • It’s using an algorithm to decide when to show ads, rather than manual decision. It’s a new word for an old concept. – Steve Gibson (@stevegibsonppc)
  • I think Custom Audiences is a good step toward programmatic. – Catherine Kellogg (@CatKellogg)
  • It means that media publishers are in big trouble since no one want’s to target demographics anymore. – Tyson Drake
  • As to why should you care… if you have an ad buy large enough to have the data to need an algorithm, then you should care. – James Svoboda
  • Programmatic can help feed the funnel if you have the budget. Otherwise it’s a pretty big $ commitment. – Amy Bishop (@Hoffman8)
  • It means that user data is king, and not demographics which is why facebook has created a multi bilion $ business in 2 years. – Tyson Drake
  • Usually refers to media buying from large sources such as DSP or Ad exchanges. We shouldn’t care cuz…adblockers. – Yuri Shub
  • Programmatic requires a lot of human work still. Human creativity in messaging. I don’t buy the robot algorithm meme. Yet. – Geoffrey Colon
    • All customer models depend on data and human input. Programmatic will start to make things easier. – James Svoboda
  • For us, we get placements with our ‘premium audiences’ w/o the price tag that usually comes with media buys. No contract. etc. – Coy Robison (@IamCoy)
  • Display plays a role in the funnel. Im all for pushing it. PPC put marketing dollars under the microscope. Everyones spoiled now. – Francis Shovlin

Q4: Do you like the new Merchant Center Shopping Assortment report? Why or why not?

  • Cool idea, but so far has been unhelpful for my niche clients. Not relevant results. – Kirk Williams
    • Ditto, even my not no niche clients aren’t getting relevant product recommendations. – Matt Umbro
    • For sure. Tech & data isn’t there yet, but I could see it shifting. @ very least, audiences will be bigger part of search. – Kim Thomas
  • Love it for bigger clients who have a good amount of competition. Easy to price match, easy to see new competition. – Jordon Meyer
  • Love the benchmark pricing, but the category specificity could be better than 3rd level. – Gil Hong
  • No. We’re a manufacturer and all our products are in our feed. I’m not concerned with ‘other products’ not in my feed. – Coy Robison

Q5: Are the recent AdWords Display Network updates to targeting/ad serving/ interface much ado about nothing? Or is something there?

  • The move to active view impressions was great to “see”. – Francis Shovlin
  • I’m already seeing the dynamic remarketing ads everywhere. It makes a cleaner ad, but don’t know if it’s impacting much. – Joe Martinez
  • I’m grateful for them Can’t tell you how many times during onboarding you find some other display target in “remarketing”. – Mark Irvine
  • If you didn’t already check the “only viewable ads” box LAST YEAR, then I don’t know what you were thinking with Display. – Jordon Meyer
  • Funny that AdWords finally only charging for an ad impressions that is ACTUALLY viewable is a big deal. – Coy Robison
  • Viewable impressions and dynamic remarketing ads to ensure ads are automatically reshaped per device are good stuff. – Margot da Cunha
  • Don’t get sold on the traffic that drives by a billboard, pay for those who actually look up at it. – Jordon Meyer
  • Also, let’s not forget about some of the automated image stuff google has been doing to GDN text ads. – Gil Hong
  • Very mixed feelings. Active View measurable impressions need to be considered in the same context display always has. – James Hebdon

Q6: What’s the deal with Bing Ads RLSAs? Are you running them and if so, what do you think? Why?

  • Haven’t tried RLSA with Bing yet, but have had success with RLSA on Google using a broad set of KW’s. – Margot da Cunha
  • Will be testing Bing Ads RLSA in the next month or 2. Haven’t used them yet. – Melissa Mackey (@Mel66)
  • Do you have returning traffic from Bing Ads? Go for them. If not, they aren’t a silver bullet. – Mark Irvine

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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)
• Amy Bishop (@Hoffman8)
• Catherine Kellogg (@CatKellogg)
• Chris Kostecki (@chriskos)
• Chris Whyatt (@Chris_w86)
• Coy Robison (@IamCoy)
• Erika Schmidt (@erikapdx)
• Erin Sagin (@erinsagin)
• Evan Cummins (@cummins_evan)
• Francis Shovlin (@fmshovlin)
• Geoffrey Colon (@djgeoffe)
• Gil Hong (@Gil__Hong)
• James Hebdon (@jphebdon)
• Jeff Selig (@seosem)
• Joe Martinez (@MilwaukeePPC)
• Jordon Meyer (@jordonmeyer)
• Kim Thomas (@PPCkimpossible)
• Kirk Williams (@PPCKirk)
• Kyle Crocker (@kacrocker)
• Margot da Cunha (@ChappyMargot)
• Marina Obsivac (@MarinaObsivac)
• Mark Irvine (@MarkIrvine89)
• Melissa Mackey (@Mel66)
• Nicole Mintiens (@Tregesy)
• Richard Fergie (@RichardFergie)
• Robert Brady (@robert_brady)
• Steve Gibson (@stevegibsonppc)
• Tyson Drake (@tysondrake)
• Yuri Shub (@YurisPlace)

The Latest Streamcaps

This is a guest post by Paul Kragthorpe; works at WebRanking in Minneapolis, Minnesota.
Connect with Paul @PaulKragthorpe, and Google Plus.

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