Search is Stagnating: It’s Time To Explore More Biddable Diversity – Matt Whelan

10 April 2019

Posted in: BSEO

In this talk, Matt Whelan tells us that PPC performance is getting worse, with volumes dropping but costs creeping up. We should look further afield at other biddable opportunities to up our reach, such as Facebook, YouTube, and Display.


Speaker: Matt Whelan

Job role and company: Search & Digital Media Specialist, Product Innovation Director, The Specialist Works


Twitter profile: @oldmatt

LinkedIn profile:

Link to the slides: TBC

What was the talk about?

PPC performance is decreasing across the board, with higher costs and lower volumes hitting us hard. Coupled with changes in the way people search, we are no longer in control. But other biddable channels such as Facebook and YouTube offer more lucrative options that we can take advantage of. Facebook, in particular, comes out on top here, pipping other social platforms by offering native ads, sequential marketing, and greater data too.

Fave quote

“There are no such things as one-touch conversions anymore”

Potential impact on the industry

PPC isn’t as lucrative as it once was. But with the proliferation of social platforms and media sites such as YouTube available to us, there are other avenues we can exploit to get ahead of the game. Facebook, in particular, is versatile, functional, and a massive boon to marketers. Use Lookalike Audiences to reveal searcher intent, take advantage of data such as views, clicks, and conversions, and learn what ads engage and what compel conversions.

Key takeaways

  • There is less growth for paid ads for industries across the board
  • Look to social for a cheaper and versatile alternative to SERP ads
  • Your YouTube ads should stop people from skipping the video
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