PPC Beyond Search: New Ad Formats, Display & Social: For some time, paid search campaign managers have been told to treat search campaigns and "contextual" ads, often managed through the same platform, as distinct targeting methods. But with the explosion of new ad formats like Sitelinks and Product Extensions, various flavors of managed and automatic content matching, and new tactics for managing and bidding on various placements, this session aims to bring marketers up to speed on the state of the art. Also covered: what tools or skill sets are needed to manage and report on results from multiple search engines and even Facebook? How should marketers prioritize efforts? My presentation focuses on sitelinks, retargeting, and linkedin.

1. PPC Beyond Search
New Ad Formats, Display, Social
Lisa Raehsler
SEM Strategy Consultant
March 23, 2011

2. About Me
• Pay-per-click management, specializing in
– Ecommerce
– Retargeting
• Managed over 30 PPC accounts at agencies and client
side
• Co-founder MnSEM, Active volunteer MIMA
• Learn more: linkedin.com/in/lisarockssem
• Follow on Twitter: LisaRocksSEM
@LisaRocksSEM

3. Beyond Search: New Ad Formats,
Display, Social
1. Google SiteLinks
2. Google Retargeting
3. LinkedIn Ads
@LisaRocksSEM

4. Google SiteLinks
• Expands ad with up
to 4 additional links
• Captures searcher
attention
• Drives to deeper
content
• Known to
• Product Categories
increase CTR and • CTAs “Apply Today” or “Get A
conversions Quote”
• Seasonal or Promos “Spring Sale”
@LisaRocksSEM

5. Google SiteLinks: Example
• Health Insurance Company
launched SiteLinks:
• Increased account CTR from
• 0.93% to 1.2%
• CTR on ads with SiteLinks:
3.5%
@LisaRocksSEM

6. Google Retargeting
• Redirects prospect
back to your site
• Keeps your site or
product top of mind
• Multi-touches
• Known to be more
effective than typical
display due to more
qualified audience
@LisaRocksSEM

7. Google Retargeting: Example
• CrumplePop launched
retargeting:
• 8600 prospects
• 15% of click conversions
• 90% of view through
conversions
• 52% of total conversions
@LisaRocksSEM

8. LinkedIn
• Ads reach users of
professional network
• New granular
targeting:
• Linkedin group
• Company name
• Job title (was
function)
• Known to be
effective branding
tactic for BtoB
@LisaRocksSEM

9. LinkedIn: Example
• MnSEM launched
LinkedIn Ads
• Began targeting by
keywords, changed to: LinkedIn Ad Test CTR
0.070%
• Group associations 0.060%
0.050%
• Job title 0.040%
0.030%
• CTR increased from 0.020%
0.03% to 0.06% 0.010%
0.000% 1/25
1/26
1/27
1/28
1/29
1/30
1/31
2/1
2/2
2/3
2/4
2/5
2/6
2/7
2/8
@LisaRocksSEM

10. Final Thoughts…
• Opportunities to reach your audience
beyond keyword search
• Integrate with other online marketing tactics:
messaging, landing pages, promotions, etc
• If not now:
 Look to the future
@LisaRocksSEM

11. Thank You!
Contact:
Lisa Raehsler
SEM Strategy Consultant
Certified Google Advertising Professional
raehsler@gmail.com
@lisarocksSEM
blog: onlinemarketingmavens.com
@LisaRocksSEM