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