Published on November 19, 2013
Larry Kim (@larrykim) Founder/CTO, WordStream CONFIDENTIAL – DO NOT DISTRIBUTE 1
Today’s Agenda The Top 10 AdWords Features of 2013 Q&A: What Did We Miss? What are Your Favorite Features! @larrykim
Speaker Introduction Larry Kim Founder, CTO, WordStream, Inc. Been doing PPC & SEO for 10 Years! Provider of 20 Minute PPC Work Week and AdWords Grader #1 PPC Expert According to PPC Hero! @larrykim
Take Part in Live Blogging on Twitter / Google+ Include the hashtag #top10adwords in your Twitter tweets, Google+ status updates, etc. @larrykim
Enter for a chance to win $25,000 In Google AdWords Spend + Free Marketing Tools Visit www.wordstream.com/gradeandgetpaid for contest rules and how to enter. CONFIDENTIAL – DO NOT DISTRIBUTE 5
What did you learn? “The huge amount of money I am losing by not making proper and effective use of negative keywords” “There is always plenty of work that I can constantly do to keep my PPC productive” “I was shocked how poor my click through rate is!” “I just started managing this campaign. I’m shocked by the score only because Google told me it was well structured.” “I had no idea that improving quality score by just one could have such a positive effect” “Nothing. I knew it was not great.” @larrykim
What I will do differently in PPC “Improve my long tail keyword optimization and quality score - my focus this month” “Raise quality scores, grow multiple word keywords, and get more relevant landing pages” “Frequent my account much more and continuously work on keywords and optimization” “Go back and fix my mobile extensions” “I have a clear definition of what I need to focus on in the next few weeks. Adding Negative keywords among the top” “Change everything as the grade is zero” @larrykim
Let’s learn a little about you…. @larrykim
Live-Poll Question How Long Have You Been Using AdWords? a) b) c) d) Less Than 1 Year 1-2 Years 3-5 Years Over 5 Years @larrykim
Live-Poll Question Besides PPC, what other types of marketing channels do you utilize? (select all that apply) a) SEO b) Email c) Affiliate Marketing d) Social Media e) Mobile @larrykim
The Top 10 AdWords Features of 2013! Thank You #ppcchat, @robert_brady, @Matt_Umbro, @Mel66, @SemBarista, @Szetela, @BryantGarvin, @hellemans, @ToniVoutilainen, @suzyvirtual, @johnrampton, @Albright_C, @SamOwenPPC, etc. @larrykim
10) Change In AdRank Formula • New AdRank Formula: (Max Bid * Quality Score) + Usage of Ad Extensions = AdRank @larrykim
How Other People’s AdRank Impacts Your CPC @larrykim
9) Flexible Bid Strategies @larrykim
Using Flexible Bid Strategies @larrykim
8) Remarketing Lists for Search Ads (RLSA) @larrykim
7) Paid vs. Organic Report @larrykim
6) Ready Image Ads & Ready Ad Gallery @larrykim
Image Ready Ads! @larrykim
5) In Market Targeting @larrykim
4) Dynamic Remarketing @larrykim
Surprise!! Presentation in a Presentation: The Best 3 Features in Enhanced Campaigns Larry Kim (@larrykim) Founder & CTO, WordStream, Inc. November 19, 2013 CONFIDENTIAL – DO NOT DISTRIBUTE 22
3) Location Based Bid Management @larrykim
2) Time Based Bid Management @larrykim
1) Enhanced Sitelinks! @larrykim
Honorable Mentions • Ongoing Google Shopping/PLA Updates • Date Range Comparison Features (% change, etc.) • Big Improvements to AdWords Scripts @larrykim
What Does it All Mean? • Rate of AdWords changes accelerating • Features designed to – Improve Targeting (search & display) – Create better ads – Get better insight into ad performance • AdWords Becoming More Competitive • More difficult to do if you’re not a full PPC manager
Grade Your Quality Score with The AdWords Grader! • A free, instant PPC audit in under a minute! • Grades your AdWords account performance based on the 8 PPC metrics that really matter • Compares how you’re doing against other accounts of similar size (monthly spend) www.wordstream.com/google-adwords @larrykim
WordStream’s 20 Minute PPC Work Week • We find all the low hanging fruit in your account • You just review / approve the findings. • Quick. Easy. Powerful. • 20 Minutes a Week can improve your ROI on AdWords by 20% or more!™ www.wordstream.com/ppc-free-trial @larrykim
Special Offers! Would you like… a) A FREE AdWords account audit with a WordStream Professional b) A FREE live demo of WordStream PPC Advisor c) Learn about WS's Expert PPC Manage Services (5K+ Spend/Mo.) d) Nothing at the moment @larrykim
Your Questions Thank you for attending WordStream’s webinar! Benchmark your account today! http://www.wordstream.com/google-adwords Don’t forget to sign up for our Free Trial: http://www.wordstream.com/ppc-free-trial Or contact us directly: Larry Kim firstname.lastname@example.org http://twitter.com/larrykim @larrykim
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