Follow Jim banks on Twitter @jimbanks and please
follow him on LinkedIn as well
This is how websites used to look like! Blue and
yellow were the perfect contrast colours (back then!)
Organic search was very important back then. But
paid is getting big now. Back in the day, according to Jim Banks,
PPC was Porn, Pills, Casinos.
In 2005, PPC was so simple displayed on the
search engine result page.
This was the coolest search tool we
had back then!
I built my summer house on one keyword! The
keyword costed me 10 cents: Teletrack
Teletrack is like a credit racing bureau. I call
this a Unicorn keyword! Which means that
it is a keyword no one else have found.
Best Practises for today's PPC
This is how paid search looks is now!
Don't be obvious! Don't name your campaigns -
"Top 10 keywords" unless you are throwing your competition curve
ball. Think about how you can be better than everyone else! Find
out through their data analytics. Use the human factor - Man will
win over machine, every time. Use labels to "group" your cool
stuff, keep the campaign/adgroup structure.
2. ZAG vs
Don't do something just because search engine tells
you! Dynamic Keyword Insertion (DKI) can work...Always use
dedicated PPC landing pages - Devoid of fluff and don't just import
Google to Bing and think you are done. It is
a starting point! All platforms are different.
3) TAKE RISK
Always be testing hypothesis and be friendly
with the search engines! Get on Betas. Be prepared to make mistakes
and set aside ROI = 0% budget for tests.
TOP THINGS TO FOCUS ON
Extentions (sitelinks, App, call, callout,
image, location, review). Ratings have a massive impact on
Quality Score = User Experience.
Move with your audience
WHAT YOU SHOULD FOCUS ON
The 7 P's
People, Product, Place, Promotion, Process, Price,
THINGS FOR THE FUTURE
Cross device tracking
Google market share
Q & A's
Richard asks Jim's view on
This is what people still are
looking for. Today there is a more consistent use of desktops etc.
People use Google for organic search. Companies need to do both,
where AdSpace is probably the most important for
We are ready with Stacey MacNaught
from Tecmark and her talk about Creativity and Data!!
The 5 stages of content failure
You have this amazing idea. Literally
Step 2: You convince your client that this will
be the best thing to invest in.
Step 3: you invest hours into graphic , dev,
Step 4: You launch your beautiful piece and
things go down!
Step 5: You work out how you are going to
salvage something and make things good again!
Using data to create content that answer
questions. Everything starts with data and is the origin to predict
WINNING with data. We're looking for National
Press links, not social media likes..
Link building with data, you may have a lot of
great content, but if there are no links, it will not be shown on
the SERP. Data without stories, is just a load of old
What is good data?
Commission surveys, Your web analytics data,
proprietary data, freedom of information data,
If you really can't source your own data….There
are options for that
WHAT MAKES A GOOD STORY
Close to home
- Human interest (People doing great stuff that makes us
feel empathy, is how you get people's
The linkable asset: How you can get the best
coverage! It can be very simple. But needs links!
SOCIAL CHAIN- Steve Bartlett
We are ready with Steve
Bartlett from Social
Chain - the 23 year old guy who runs a 8 million pound
business! They are in Berlin, London and New York, but Manchester
will always be their home and headquarters.
Their Performing Monkey Trick: creating trendy
hashtags on half an hour.
Millennials are heavily influenced by their
peers. They created a football player Rex Secco, taking from
the event name: Soccerex. Twitter went crazy about this made up
footballer, who was 16 year old and bought for £34 million. It
created a media storm and was featured on 9000 websites around the
How did we get here? How do we get
their attention? = Steve created WallPark. They started anything
University related. All the most popular social media pages are run
by young people in their bedrooms. The next thing was influencers,
who are influencing on social media? Social Chain owns most of
Why influencer marketing now?
There are few things that drive a sale more
effectively than a positive WOM recommendation. As well as
authority, one of Robert Cialdini's famous principles of persuasion
is consensus / social proofing. Everyone is talking
about it and it's an arbitrage. Consumers are tired of paid
The Ripple effect- people build affinity
with influencers and use these products , services
How do we do influencer marketing:
Pre-search: checking data. Think about consumers
and what they care about. If someone like Puma and XFactor, then
they can find out what influence them as consumers
T-Score: if you have pay #100 and get 3.52
engagements with one account and maybe pay #3000 for SnoopDog's
account and only get 0.04 engagements. However some companies may
go for more recognised stars.
Each platform speaks a different
language. Always talk in the brand's own
language. Growth on Snapchat is all about Word of
There is a massive impact if you just ask people
to tag a friend in a post.
The psychology behind a good
Perceived value of the reward
Average age of Social chain worker 22? We are
too old to work at social chain :(
Do you face copyright issues?
Yes constantly reviews this and it is policed by
platforms. We need to be very careful or face penalties. We don't
chase our content. We produce content for it to be
Watch out for Steve's advice on how to grow your
James thanks for everyone attending, 'didn't know so many
people where scottish (tehe as hadn't bunked to watch the
We're all native now! This presentation is about
branding in the digital age. In the real world, people don't care
about advertising. Why is it true? We have more likelihood to be in
a plane crash than clicking on a banner ad. You can't be considered
if you haven't been noticed.
We expect high quality content on all media
channels. Publishing is becoming a cost we're less willing to pay
We expect high quality content on all media
channels, but publishing is becoming a cost we're less willing to
pay for. There is a massive war with block ads, as more and more
people in the world has downloaded software for adblocking. When
brands stop listening people stop trusting what they say. When we
forget we are being sold to we are more likely to buy!
James argue: Native is culture. Brands can be
this - blend in to the culture.
James suggest books: How brands can become
icons! Douglas B Holt and The hidden Persuaders Vance Packard.
Think about your brand being native
Great framework: Customer, Culture, Context,
Content. Start with the customer, then understand their culture and
understand their story.
Culture connect people together and give you a
mass audience. Culture keeps brands connected to people, not
advertising. So listen before you talk - remember the 4 C's for
communication: Customer, Culture, Context, Content
Now catching up with Francis Turner, CRO at
Adyoulike, who are a native ad platform through technology. Deliver
better ad experiences for brands, publishers and users.
Francis talks about the history of
6 out of 10 people don't read beyond the
59% find native ads interesting
14% don't find native ads
Change of scene! We're ready with Social Commerce.
Talks from Ann
Stanley from Annica
Digital and Rob Hughes from
Rob starts with explaining social commerce
on a paid media perspective
Convert Paid Media:
Get the creative right // Price - promotions -
Device // bespoke content
We want to understand the value of our socially
Hypothesis// socially engaged customers are
Process// which of our customers are socially
engaged? How does this affect buying habits?
Ann Stanley talks search!
About Ann and Sam
Shopping in search
Previous research on Bing
PLA's vs AdWords shopping has also shown smilar variability by
brand and sector.
Sam talks statistics within social commerce,
showcasing that paid search is not the way forward for businesses
and you need to think about social as a tool for
multiple things, like your customer service teams
We're here with Robert Scoble from
Futurist-Rackspace who will talk about beyond mobile!
We're heading into the world with a new
interface. Rob is showing how we digitise the
world, which will be developed into everyday items like glasses, so
we can see 3D and other evolving
Everything you are about to see, exist today.
Rendered visions of the future are not used. He showcase videos
using Google Tengo and city-scale mapping in three dimensions. Such
as real time 3d room capture on your phone but the
problem is distribution - we don't own this as personal items.
Maybe next year 2% will, but there is still alot of development.
They are expensive and strange looking, but they
are showing a new future world. The glasses can also be used and
understand things, as we can see things.
Magic Leap got a $3 billion dollar
investment of software, so people can have 4K screen on top of the
real world through the glasses. This will replace screens, so we
will virtualise the screens using glasses. The
software works, but it is so early stages that needs a lot of
development and investment.
Amazon is working on one, Facebook is also working on this. They
are gonna put high speed wireless around us, so we actually don't
need mobiles anymore! You can even control
computers with these glasses only by using your
You start thinking about new
kind of education; you can point at things, twist
things. The military are already
using and developing this, but they are always 3 years ahead of
Google tilt brush, where you can draw things in
the air, but you see it virtually through the glasses. The new
disney park in China that opened yesterday was completely created
through VR. Companies like Ford use VR instead building clay models
etc. to showcase new products. A guy in Seattle use VRM to show
A guy in Seattle use VRM to show apartments and
they say in the future that they can show virtual cosmetics and we
will definitely buy this.
Rob believes that there will be big cultural
changes in the future.
A lot of new campaigns will come
with VRM. These glasses are gonna control your car and interact
with the world. All machines we are
using today will have internet and be controlled by machines.
Self-driving cars. Mercedes one is behind the
The Google car has 7 censors that grabs data and
bring the data in, so it starts learning about your behaviour.
This technology is gonna
put a lot of people out of work, but there are lot of companies
coming up using machine learning which takes data. This technology
can even assist agriculture to optimise profit and
A camera in Madison Square Garden which has all
the information about everyone at the stadium through his
technology. Apps are evolving, where you order, pay and go get the
product at a certain time, so you don't have to interact with other
What is the biggest disruption about to come to
You are being tracked by Facebook- selling beacons to
stores as they know you have been in there.
Still very behind i.e after buying a car still get car