Moderated by Simon Heseltine, Senior Marketing Manager for AOL with panelists including: Eli Goodman from comScore, Justin Merickel of Efficient Frontier and Doug McMillen from Microsoft Advertising.
First up is Justin Merickel from Efficient Frontier, which runs about $180m in PPC through their platform. Justin talked about two main trends:
The changing SERP. Data comes front and center to the results page
Justin shows a SERP page for “bottled water” where the top PPC ads display images of bottled water. Not sure of it’s impact. However, if you’re not leveraging Google features (like images in PPC or local listings) you’re missing out on significant visibility.
Advertisers need to think about how to get their products and services into the new multimedia search results page.