PPC Live #6: Targeting for a More Privacy-aware World, Responsive Search Ads To Pin Or Not To Pin, Is Microsoft All That

Table of Contents

• Effective targeting in a world that is becoming more privacy-aware – Jan – Henrik Lambrechts

• Responsive Search Ads To Pin Or Not To Pin, That Is The Question – Dez Calton

• Is Microsoft All That – Adel Said

• Click frequency Cap vs Conversion Rate – Satoko Ohtsuki

Watch the fantastic talks given on Effective targeting, Responsive Search Ads, Is Microsoft All That, Click frequency Cap vs Conversion Rate

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Effective targeting in a world that is becoming more privacy-aware – Jan – Henrik Lambrechts

Top Tips:

• PPC is a loop of good data and effective decision making

• Data quality is extremely impactful downstream in this loop

• Data quality = TRacking quality + external constraints

Responsive Search Ads To Pin Or Not To Pin, That Is The Question–Dez Calton

Top Tips:

• Not one size fits all

• Don’t just work towards Ad Strength – prioritise clients’\business goals

• You can make 43,680 RSA ad copy combinations

Is Microsoft All That – Adel Said

Top tips:

• Microsoft has great reach, targeting options and high quality traffic sources

• People are 5.5x more likely to purchase on the Mivrosoft Ads Network

• Don’t treat it the same way you treat Google

Click frequency Cap vs Conversion Rate – Satoko Ohtsuki

Top Tips:

• Click frequency has a relationship with conversion rate

• It vaires by vertical but it it all have a diminishing point of return

• Spider AF can control the click frequency cap for all ads platforms