Published on July 22, 2013
CONFIDENTIAL – DO NOT DISTRIBUTE 1 Emergency Clinic: Your Campaigns Are “Enhanced,” Now What?! Larry Kim Founder & CTO, WordStream, Inc. July 22, 2013
Today’s Agenda 2 • 4 Most Common Upgrade Paths – Your Campaigns Target: – Your campaign targets all devices (most popular) – Your campaigns are Geo Targeted – Your campaigns target only desktop – Your campaigns target only tablet and/or mobile • AdWords Campaign Upgrade Center
Take Part in Live Blogging on Twitter / Google+ • Include the hashtag #wordstream in your Twitter tweets, Google+ status updates, etc. 3
Speaker Introductions 4 • Larry Kim – Founder, CTO, WordStream, Inc. – Been doing PPC & SEO for +10 Years! – 5 Years ago, started WordStream! – We’re the Provider of the AdWords Grader and the 20 Minute PPC Work Week – Voted #1 Top Influential PPC Experts in 2013 by PPCHero.com!
Let’s learn a little about you…. CONFIDENTIAL – DO NOT DISTRIBUTE 5
Live-Poll Question 1 Question: What percentage of your campaigns have been upgraded to AdWords Enhanced Campaigns? #wordstream a) 1-25% b) 26-50% c) 51-75% d) 76-100% e) Haven’t Yet Started. 6
Live-Poll Question 2 How Are Your PPC Campaigns Doing in the New Enhanced Campaigns World? #wordstream a) Amazing. Way better than before. b) Terrible. Performance has tanked. c) Too early to tell / Haven’t yet migrated to EC. 7
Key EC Concept: Understanding User Context • User Context – Location – Time – Device • Understanding User Context = Better ROI • How is this different? CONFIDENTIAL – DO NOT DISTRIBUTE 8
What You Get in Enhanced Campaigns • New Bid Tools – Day Parting – Location Bidding – Mobile Bidding • Smarter Ads – Ability to specify mobile preferred ads – Schedule extensions – Enhanced sitelinks Manage your bids across location, time and device —all within a single campaign!! CONFIDENTIAL – DO NOT DISTRIBUTE 9
Key Changes in Enhanced Campaigns CONFIDENTIAL – DO NOT DISTRIBUTE 10 1. Campaigns run across all devices 2. Tablet bidding strategies will be aligned with desktop 3. Mobile bids will be adjusted at the campaign level 4. Mobile bids fully controlled by advertisers
AdWords Enhanced Campaigns 11 • Migrating to Enhanced Campaigns Depends on Your Current Campaign Structure • We’ll Cover the Top 4 Most Common Upgrade Paths!
1. If Your Campaign Targets All Devices • This path is well supported. Basically you just get a ton of new features! – Set a mobile bid adjustment – Create mobile preferred ads and extensions – Consider time of day bid adjustments CONFIDENTIAL – DO NOT DISTRIBUTE 12
Set Campaign/AdGroup Mobile Bid Adjustments CONFIDENTIAL – DO NOT DISTRIBUTE 13
How To Set Mobile Bid Adjustment Factor? • Weighted Average CPC for Computers & Tablets = [(5,100*$0.11) + (750+$0.17) ] / (5,100 + 750) = $0.117 • Mobile CPC = $0.08, which is -31.6% CONFIDENTIAL – DO NOT DISTRIBUTE 14
Write Mobile Preferred Ad CONFIDENTIAL – DO NOT DISTRIBUTE 15
Leverage Call Extensions CONFIDENTIAL – DO NOT DISTRIBUTE 16
New Phone Call Conversion Type CONFIDENTIAL – DO NOT DISTRIBUTE 17
Leverage Other Ad Extensions CONFIDENTIAL – DO NOT DISTRIBUTE 18
So Now, You Can Have Ads Like This! CONFIDENTIAL – DO NOT DISTRIBUTE 19
Consider Time Based Bid Management CONFIDENTIAL – DO NOT DISTRIBUTE 20
2. If Your Campaigns are Geo Targeted • No Longer Necessary To Create Separate Campaigns for Each Location CONFIDENTIAL – DO NOT DISTRIBUTE 21
3. If Your Campaigns Target Only Desktop • You can set Mobile Bid Adjustment Factor to -100% • No longer possible to separate tablets from desktop CONFIDENTIAL – DO NOT DISTRIBUTE 22
4. If Your Campaigns Target only Tablet and/or Mobile • No longer supported. • If you have duplicate campaigns (a mobile and desktop campaign targeting same keywords) you’ll need to merge them back together. CONFIDENTIAL – DO NOT DISTRIBUTE 23
The Google Upgrade Center CONFIDENTIAL – DO NOT DISTRIBUTE 24
Merging Campaigns CONFIDENTIAL – DO NOT DISTRIBUTE 25
Choosing Campaign Merging Settings CONFIDENTIAL – DO NOT DISTRIBUTE 26
Summary • You should be upgrading your account, not Google! • Beyond setting a mobile bid adjustment and consolidating duplicated campaigns, remember to leverage new features as much as possible CONFIDENTIAL – DO NOT DISTRIBUTE 27
WordStream PPC Advisor SaaS platform connects to existing AdWords or Bing accounts Alert driven. New alerts generated every week. “Make it so” 20 minutes a week equals PPC success! $299/$499/$999/mo Premiere Support (monthly check-ins) Struggling with PPC? Let our software do all the work! CONFIDENTIAL – DO NOT DISTRIBUTE 28
Free Tools - AdWords Performance Grader One of a kind, free performance grader Deep analysis in 8 key performance areas Compares businesses to industry benchmarks Provides actionable recommendations Biggest Insight: Big opportunities for improvement Provide your AdWords credentials Instant Report Card – On Demand CONFIDENTIAL – DO NOT DISTRIBUTE 29
Special Offer • Are you interested in a live demo to see how WordStream's PPC Advisor can help optimize your paid search campaigns? – Yes! – No thanks CONFIDENTIAL – DO NOT DISTRIBUTE 30
Your Questions 31 Thank you for attending WordStream’s webinar on Enhanced Campaigns in AdWords. #wordstream Don’t forget to sign up for a Free Trial of WordStream: http://www.wordstream.com/ppc-free-trial Grade Your AdWords Account Today http://www.wordstream.com/google-adwords Or contact us directly: Larry Kim firstname.lastname@example.org http://twitter.com/larrykim Sales line: 1-855-967-3787
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