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Enhanced campaigns are the biggest change to hit AdWords since its inception, but are you confident your switch will be a positive one? Don’t be burdened by a bevy of bid-multiplier options – in this webinar you’ll learn how to not only survive, but thrive in the brave new world of enhanced campaigns.Join Dustin Lewis and William Goldfarb as they reveal the most efficient, effective ways to convert your campaigns of any size from legacy to enhanced including:• Best practices for moving/merging your existing legacy campaigns• Using big data to optimize the new hour-of-day and location bid multipliers• Utilize value parameters to segment out traffic by device• How to leverage historical data to give your enhanced campaigns a boost• Combining intent (keyword) + context (time/location) to deliver the best experience to your user-base.
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William Goldfarb – Sr. Client Manager
Dustin Lewis – Sr. Client Manager
April 24th 2013
Enhanced Campaigns: A Post-Apocalyptic Survival Guide
Presentation Agenda Webinar Information
• Being Recorded & E-mail with link provided tomorrow • Interactive – Okay to ask questions!
Presentation Agenda About Point It
• Launched in April 2002
• Seattle’s largest independent search marketing firm
• SEM, SEO, Marketing Automation and Web Design
• $30 MM in managed media/yr.
• Servicing clients across all verticals and revenue models
Presentation Agenda Agenda
•Key Changes •Specific Features •How to Take Advantage •Best Practices
Presentation Agenda Four Key Changes
1. Campaigns will run across all devices
Optimizations for Mobile
2. Desktop and Tablet will align
Presentation Agenda Four Key Changes
3. Mobile bidding 4. Bids controlled by advertisers
Presentation Agenda Enhanced & You
New Transition Deadline: July 22nd, 2013! • How will this affect my business?
• Brick & Mortar • Lead Generation • E-commerce
Presentation Agenda Why Is This Happening?
• Google’s answer is twofold: • #1) Relevance to intent and context
Location
Time
Device
Presentation Agenda Why Is This Happening?
• # 2) “Current situation is unsustainable…”
Presentation Agenda Bid Adjustments
• Made at the campaign level • Layered bidding • Dimensions:
• Device • Geo • Time
• Mobile Devices Only
Presentation Agenda Bid Adjustments Per Device
• Set bid adjustments between -100% and +300%
• A bid multiplier of -100% will opt ads out of showing on mobile devices with full browsers
Presentation Agenda Bid Adjustments Per Location
Presentation Agenda Take Advantage
Search Query: PIZZA
Thursday Morning: 11AM – Desktop PC – 5 Miles away
Saturday Night: 1AM – Mobile – 1 Mile away
More practical knowledge applied to enhanced campaigns:
• Busy Monday Afternoons
• 5PM Post-work rush
• National holidays
• 90% Bid Reduction during non-business hours
Presentation Agenda Stacked Bidding
> Stacking bid adjustments will multiply
> Campaign level, mobile only
> Device – Phone (+10%)/Location – San Francisco (+15%)/Time – 5PM, Wednesday (+5%)
> Device – Laptop (0%)/Location – Santa Clara (+10%)/Time –
9AM, Friday (+15%)
> 1.33 x bid vs. 1.26 x bid
Presentation Agenda Enhanced Questions
Enhanced Q&A: 1. What should my CPA goals be? What about by device? 2. Do I want to enter the mobile space? 3. Is it worth making a tablet-optimized website? 4. Should I use bid multipliers by day/hour/location….
Presentation Agenda Using Historical Data
0
50
100
150
200
250
300
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
4.12% 3.47%
2.79%
5.79%
4.46%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
Seattle Los Angeles Denver Wash DC San Francisco
Conversion Rate by City
# Conversions by Hour of Day
Presentation Agenda Value Track Parameters
• Directing users to device-specific LPs
• {ifmobile:m.example.com/product}{ifnotmobile:www.example.com/product}
• Workaround
Presentation Agenda Overview & Best Practices
Moving to Enhanced in 4 Easy Steps: 1. Review your historical data to set bid multipliers appropriately. 2. If Merging campaigns, choose the right “primary.” 3. Set time/device/location multipliers appropriately. 4. Upgrade Sitelink & Call extensions
Critical Knowledge: 1. All extensions must be manually upgraded. 2. No more phone numbers in ad copies – use extensions instead. 3. If you’re going mobile, stay in position 1 or 2. 4. If you merged campaigns, don’t forget to merge budgets. 5. Device and OS targeting is gone on search, but still on display. 6. Keep a close eye on your CPCs and budgets for the next week.
Presentation Agenda Enhanced Sitelink Extensions
New Sitelink Extensions:
Upgrade Notes:
• New 25 Character limit (!)
• Old data will be erased
• All sitelinks edited individually
• Don’t forget mobile sitelinks
• Recommend deleting old beforehand
Presentation Agenda Enhanced Call Extensions
New Call Extensions:
Upgrade Notes:
• Calls are now free
• Detailed call/lead reporting
• Device targeting/customization
• Flexibility/ad-group override
• Edit without data loss
• New dimensions reporting data
Presentation Agenda Quality Score Impact
• No change in assessment
• Mobile
• QS will take device into account
• Averaging QS
Presentation Agenda Summary
● Enhanced campaigns are not all bad
● Anecdote on performance
● Undeniably good new features
● More control in the future?
● Make the investment, receive the return
Last Chance to Ask Questions
Thank You
Will Goldfarb – willg@pointit.com
Dustin Lewis – dustinl@pointit.com
support@pointit.com
Point It Search Marketing Agency
www.PointIt.com
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