In our fifth #Fiveminuteswith feature, we talk to our head of PPC and biddable media about trends, innovations and brands.
Hi Gav. Firstly, what brands have impressed you in terms of their approach to biddable media?
GB: JD Sports are one that really stand out, they do really well in covering the generics and longer-tail keywords along with a strong presence on Google Shopping. They also have really strong remarketing at a dynamic level.
Are there any campaigns from (non-client) brands that have stood out over the past year?
GB: I read a lot about the PPC campaign that was ran for Argos which won the UK search award last year, which was very impressive. They used predictive analytics to plan campaigns based on external factors, such as location, annual product seasonality and weather changes to implement daily account changes in real time.
Which sectors do you think are leading the way in terms of biddable media?
GB: I think fashion retail does it really well, as it can be joined up across search, remarketing, video and more, and it being so visual works really well for biddable media!
What trend or innovation have you been most excited about in biddable media over the last two years?
GB: Google Shopping and the ongoing improvements within this are definitely the biggest change I’ve seen in 10 years of working in PPC and biddable media. Having said that, I do think video advertising is definitely something we’ll see more of in the next couple of years, it works so well, videos are easier to create and it’s very cost effective.
What campaign are you most proud of from your time at Rippleffect?
A highlight has definitely been taking over the Footasylum account when it was generally spending £50,000 on non-brand terms across the 3 months leading up to Christmas and only generating £48,000 in revenue (an ROI of -2%), and building that out into a campaign that consistently achieved non-brand ROI of 500% a month, using PPC and Google Shopping.