5 Top SEO & PPC Trends

Krista LaRiviereCofounder & CEO, gShift

Director, SEMPO.org

Christopher DoranVP Marketing,

Acquisio

Let’s Talk About…

1. Mobile has Gone Mainstream

2. Search Behavior & Keyword Selection

3. Marketing Technology Automation

4. Native Ads for PPC & SEO

5. Video Ad & Vlogs

5 Top SEO & PPC Trends

The Lines Continue to BlurGartner Digital Marketing Spend Report:

- Digital Marketing Budgets will increase by 8% in 2015.

- Companies spend 10.2% of revenue on overall marketing.

- Digital marketing averaged 25% of overall marketing budgets.

Forrester:

- Search marketing (SEO & Paid) 10% CAGR from 2015 to 2019.

Poll Question #1

What are your budget plans for search

marketing efforts in 2015?

Most Exciting Opportunities in 2015

& 2014 in Hindsight

2015 Experimentation

#1

Mobile Has Gone Mainstream

GSM Association, Oct 7, 2014

7.2 billion people and devices

What does this mean for SEO?

Think about:

• Mobile SEO

• Mobile Content Marketing

• Differences in discoverability

• Understanding the differences thru data

• Service opportunities for agencies

• Competitive opportunities for brands

Mobile SEO, Mobile Content Marketing

B2B & B2C Marketers

Mobile, Local, Global SEO

“Data drives understanding in content discoverability for mobile, local, global SEO & Content Marketing strategies.”

Mobile, Local, Global SEO Data

Mexico City - Local from a Desktop

Mobile, Local, Global SEO Data

Mexico City - Local from a Mobile Device

How is Mobile PPC Growing?

• People check their phones on average 150 times a day.

• Google represents more than 25% of all non-app visits to Web sites

• Google still leads in click-through rate growth, up 14% year-on-year at a lower cost per click of 4% compared with the Bing Yahoo network at 8% and 12

• 79% of smartphone users use their phones to make purchasing decisions and over 50% of those users make some sort of purchase with-in 1 hour compared to 1 month on a desktop.

• Both major platforms, AdWords & Bing Ads (Unified Targeting), will automatically push campaigns to mobile

Why are mobile users different?

• Searchers on a mobile device are

looking to meet an immediate need.

• They are “picky”

• Intent: something local or price

comparison.

• Streamlined Experience

Take Advantage of Mobile’s Growth

• Segment your traffic to understand your mobile performance.

• Optimize your site for mobile.

• Streamline forms and other CTAs for mobile.

• Leverage call tracking.

• Build a process behind mobile calls.

#2

Search Behavior

Impacts Keyword Selection

SEMPO, State of Search Marketing, 2014

Most Significant Opportunity for SEO

Textual Search

Conversational Search

The way we search is changing….

• Siri, Google Now,

Cortana enable

voice inputs

• Apps that scan

barcodes to search

products

Targeting options will continue to change

1. The publishers are evolving the methods which

advertisers target their audience.

2. Product feeds and other new ad formats

change the way that advertisers target their

audience.

3. Keywords are no longer be the central targeting

method for Paid Advertising.

Poll Question #2

• Are you currently incorporating mobile in

to your PPC and/or SEO strategy?

#3

Marketing Technology

Automation is

Blending & Maturing

What does this all mean?

• 100% growth in the number of vendors means that

there’s still relevant innovation.

• Not one vendor owns more than 4% market share!

• Marketing technologist know how the solutions fit

together, but complicated to do so.

• Consolidation has to happen and will happen!

• 1,897 tools, to measure, analyze, report…

Digital Marketers Grapple with ROI

Poll Question #3

• How are you currently measuring your

digital marketing performance?

#4

Native Ads

for

PPC & SEO

What are Native Ads?

What are Native Ads?

na·tive ad·ver·tis·ing - n. Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.

Form: match the design of the experience; feel like natural content

Function: appear consistent with the native user experience

Native ads aren’t new…

Google and Amazon started leveraging native

ads years ago.

…but their adoption is growing

Native adverting spend should reach $5.7 billion

in 2015

The Time is Now….

• Publishers have realized that text, image and video native ads are a powerful method for monetizing their platform.

• Advertisers that have adopted are seeing results.

• Mobile native ads via streams are more impactful than banner and display ads.

• If it isn’t cool, we would rather let someone else do it.

A Pivot Point will come

The more ads that appear the less “integrated” they will become

Native Ads & SEO

Native Advertising and SEO

• SEO = Strategies for Earned & Owned

• Boost your Owned and Earned content with

native ads.

• Backlinking… not for the Google algorithm, but

for your audience. Paid, offsite content, relevant

to your audience, driving traffic to your site.

#5

Video Ads & Vlogs

Vlogging: Most Significant

Missed Opportunity

• Most Content Marketing Strategies contain a

blogging component.

• Add one extra cycle to create vlog.

• Doesn’t have to be fancy.

• But it does have to be optimized.

www.gShiftLabs.com/vlogging-tips

Vlogging: Most Significant

Missed Opportunity

• Provides alternative way for your audience to

consume content.

• Expands your digital footprint.

• Can be indexed and discoverable within 15

minutes of uploading to YouTube.

• Apply a native ad to the video!

Video Ad Adoption Predictions

• More screens means consumers will be able to watch more videos.

• Historically 5 hours of TV meant 1 hour of ads.

Video is about telling a story

• With text ads we have limited real

estate to get the message across.

• Video provides another method to

reach the mobile audience.

• Ads are no longer a commercial but a

short-from story users want to watch.

Which creates a fanbase.

• A fanbase chooses to watch and

shares.

About AcquisioOur History

• Founded in 2003, Acquisio originally

started as an SEO/SEM agency

• In 2008, our frustration with the lack of

efficiency in campaign management and

reporting motivated the development

of the Acquisio platform.

Our Business

• Specialized in Paid Search

• $2 Billion ad spend under management

• 350,000+ campaigns and 33,000+

brands

• 500+ Customers in 32 countries

(13,000+ users)

info@acquisio.com

About gShift• Web Presence Analytics = SEO + Social

+ Content

• SaaS platform collects and stores billions of content-level data points from search and social.

• We do this for 10,000+ brands and 6,000+ users in 22 countries.

• White-label interface & Reporting

• Customizable reports

• Daily data for global, local, mobile SEO

www.gShiftLabs.com/webinar-2-17 | sales@gShiftLabs.com

Poll Question #4

• Would you like more information about

Acquisio or gShift?

Thank You!

Let’s hear some questions and comments!

www.gShiftLabs.com/webinar-2-17 | sales@gShiftLabs.com

www.acquisio.com/blog | info@aquisio.com