The Latest PPC Tactics - SEM optimization, targeting, analytics and more at SMX Advanced 2017

April 10, 2017 Andrew Park

The top paid search trends are arguably the customer journey and the rise of mobile & local search. Which is why some of the most important tools will be attribution, optimization, targeting and analytics...all covered at SMX Advanced, June 12-14 in Seattle. See QuanticMind at booth #46 to discuss these key tactics and get 10% off registration with our promo code below.

The Latest PPC Tactics - SEM optimization, targeting, analytics and more at SMX Advanced 2017

SMX Advanced 2017 is coming to Seattle, WA on June 12-14. Visit QuanticMind at booth #46 to discuss the latest challenges and trends in search engine marketing and use promo code SMXA17QUANTIC for a 10% registration discount. Use the "Get Giftcard" button to the right of this page to book an appointment at SMX Advanced in Seattle and pick up a free Starbucks gift card when you see us at our booth! Don't miss our SEM track session on Wednesday at 11:00AM-12:15PM discussing "A Year of Change in the Online Ad Universe."

As we’ve seen from our top 3 paid search takeaways from SMX West 2017, more paid search professionals are grappling with emerging trends:

  1. The changing face of the customer journey
    Potential customers don’t just walk through a standard sales funnel step-by-step anymore - they frequently jump between different behavioral stages, alternating between research (reading reviews, making social media queries) and purchase decisions (price comparisons, adding items to shopping carts) numerous times before making an actual sale. This means that top-funnel marketing is perhaps far more significant in paid search than it once seemed to be, and it also calls into question the standard practice of last-click attribution for SEM, which misses the entire customer journey prior to the final click.

    What tools can we use to tackle this problem?
    Presumably, we can address these issues with better top-down targeting and more-granular analytics that help us isolate the correct people to initially target, and to better track prospect activity along the customer journey. Both topics will be covered at SMX Advanced 2017, and we’ll have full session coverage in this very blog. Stay tuned!
     
  2. The rise of mobile
    Stop us if you’ve heard this - 2016, the year in which total mobile clicks exceeded total desktop clicks, was the year of mobile. Which means 2017 is very much going to be the new year of mobile, or that 2018 will be the true year of mobile. Whatever the case, mobile search is neither going away nor decreasing in importance anytime soon. This means that all the mobile marketing needs you’re familiar with, such as creating an exceptional mobile user experience for your website that streamlines the path to conversions, as well as investing in screen real estate-dominating PLAs (Product Listing Ads) as part of Google Shopping for e-commerce businesses, are a must. It also means that the continuing challenge of mobile and cross-device attribution won’t go away anytime soon, either.

    What tools can we use to tackle this problem?
    We can address these issues with more-specific attribution for mobile and cross-device - though a clear, winning tool or strategy to handle this has yet to emerge. (Google recommends data-driven attribution, or DDA, for larger accounts.) In addition, better analytics for mobile and cross-device will also give us more visibility into the quantity of our clicks and trends in activity over time.
     
  3. The rise of local
    If you or someone you love does any kind of business out of a storefront, you now know it’s past time to sit down and have a long and heartfelt chat about local search best practices. After all, “near me” searches doubled last year according to Google, and 83% of “near me” searches are on mobile...and as we mentioned earlier, last year was the year of mobile. (Or, this year is. Or, next year will be.) Whatever the case, mobile is too big to ignore, and a huge segment of mobile is local, which means any local businesses need to be implementing local search best practices, including using call-optimized phone numbers, frequently updating their Google My Business page (and other tactics we’ve covered in our recent webinar on local search best practices.)

    What tools can we use to tackle this problem?
    Better analytics to measure activity on local search ads, as well as closer scrutiny of analytics for crucial hubs like Google My Business, can help us identify gaps in our local search efforts. In addition, once we’ve gotten both our local search campaigns and analytics up and running, it will be behoove us to pick up campaign optimization tools and tactics for local, such as regularly updating our product inventory listings (and even using them as a sneaky way to hack in clicks-to-bricks attribution, as we covered in our webinar).


These crucial issues could be holding your SEM campaigns back from more conversions, higher profits and better performance and efficiency overall. If you’re heading to SMX Advanced in June, please stop by the QuanticMind booth #46 to discuss these trends with our SEM experts, and feel free to use our promo code SMXA17QUANTIC for a 10% registration discount. We’ll see you in Seattle.

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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