PPC Advertising Strategies: The Paid Search Advertising Strategies of the Future at SMX East 2017

What are the top paid search advertising strategies that industry experts are using today? And what PPC advertising strategies will they use tomorrow? Join us at SMX East 2017 in NYC on October 24-26 at Booth #319 to discuss the latest best practices for search engine marketing and get 10% off registration with our promo code below.

PPC Advertising Strategies: The Paid Search Advertising Strategies of the Future at SMX East 2017

SMX East 2017 will be in NYC on October 24-26. Will you? Visit QuanticMind at Booth #319 to discuss the latest PPC advertising strategies you can start using today. Use promo code SMXE17QUANTIC for a 10% registration discount and join us on Wednesday, 10/25 at 12:45PM at Theater B for our session, “Will AI and Automation Replace SEM?”

The SMX conferences are among the top events in the search engine marketing space to cover PPC advertising strategies, industry trends and tactical best practices. 

What types of advertising strategies and major industry changes will be covered this year? 

  1. Automation and SEM
    Automation is a hot topic, but as digital becomes increasingly data-driven - and marketers become increasingly inundated by tons of data that are impossible to manage manually - adding smart automation to your marketing stack becomes one of the most effective advertising strategies there is. This is probably why there’s a full SMX East session on marketing automation, plus our own theater presentation on Wednesday, 10/25 at 12:45PM in Theater B as we discuss the question of whether AI and automation will replace SEM.

    What tools can we use to tackle this problem?
    The best automation tools to execute today’s increasingly complex paid search advertising strategies for teams managing thousands (or millions) of keywords can holistically collect and connect all available data for every individual click.

    Does this necessarily mean that automation and software will replace SEM and the human ingenuity and creative advertising strategies of SEM professionals in the future? Not necessarily - 97% of top marketing influencers discussing advertising strategies actually believe that the future of marketing is smart humans empowered by smart technology.
     
  2. Targeting & Attribution
    As ever, proper attribution and targeting remain challenges for digital advertising strategies, particularly cross-platform and cross-device. Digital and mobile have had a transformative effect on the customer buying journey, leading shoppers to hop back and forth between awareness and consideration stages as they jump between company websites, shopping websites and social media, and between their computers and their mobile devices.

    Accurately attributing specific clicks to specific users across platforms (which could lead to double-counting interactions) is a challenge that can cast doubts on how effective each of your channels really is. Did your paid search campaign that drove 50,000 unique clicks over Labor Day really bring in 50,000 new potential customers - or some significantly smaller number of users clicking in multiple times across different devices? How can your SEM advertising strategies account for users that may or may not be properly tracked?

    What tools can we use to tackle this problem?
    Google has its own set of attribution tools that may or may not fit your advertising strategies list. The publisher clearly hopes that all advertisers will use its data-driven model, perhaps to de-emphasize last-click while encouraging more advertisers to explore top-funnel channels such as Google Display Network (GDN). Regardless, advertisers need a solution that can manage attribution that tracks comprehensive info about every click they receive. 

    Ideally, their solution will pull important modifier information, including time-of-day, location and device data to surface key customer insights that help advertisers accurately target customers and execute PPC advertising strategies that will accurately zero in on prospects with the right message at the right time.
     
  3. Adding additional channels beyond search
    More and more often, the SMX conferences have included sessions that explore advertising strategies in non-Search channels, including social, video and most interestingly for East this year, display. Much ado has been made about the importance of exploring additional channels, possibly due in no small part to Google’s aforementioned encouragement of advertisers to migrate away from last-click attribution and look at (and possibly spend on) other channels. 

    As you may have heard, video is “very big right now” - YouTube has a billion-and-a-half users, and apparently, the website’s users watch a billion hours of YouTube per day. You may have heard that social + search is “the next big thing,” given Facebook’s incredible growth to 2 billion monthly users. And while other channels definitely have potential, where should you, and your budgets, and your overall advertising strategies, even begin?

    What tools can we use to tackle this problem?
    Tempting as it is to jump into new waters and explore new possibilities, it makes sense to survey the overall marketing landscape and evaluate opportunities based on your own team’s priorities. If branding and new user acquisition are a priority in the coming year, top-funnel channels like display might make a lot of sense. If your business goals are still focused on maximizing conversions or sales and delivering return on investment, your advertising strategies list might very well not need to get much longer. 

    In all cases, before budgeting for larger advertising strategies across every channel under the sun, it makes sense to run sensible, low-budget tests, compiling enough data to properly evaluate how well a new channel is working out for you. And should we be entering a truly integrated, multi-channel future for marketing where paid search advertising strategies start to incorporate video, display and social, advertisers will be well-served by solutions that can pull together data from all channels and collect all these data points in a single place to help them pull actionable insights from them.

Please join us at Booth #319 at SMX East 2017 and learn how you can future-proof your PPC advertising strategies to incorporate sophisticated marketing tech like machine learning and data science, as well as full-funnel analytics and attribution that grant you a clearer picture of your marketing challenges based on cold, hard data - not on guesswork. If you haven’t yet registered, use the promo code SMXE17QUANTIC for 10% off registration. We’ll see you in New York.

About the Author

Andrew Park

Andrew Park is a content marketing manager at QuanticMind. A UC Berkeley graduate and lifelong Bay Area resident, Andrew has done tours of duty in editorial, PR and marketing, and now works with the QuanticMind team to communicate the importance of data science and machine learning in digital advertising.

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