Winning at Google AdWords Enhanced Campaigns
Presented by: David Szetela
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• Founder and CEO of PPC Advertising agency FMB Media
• Author of two books on PPC
• Frequent speaker at Pubcon, SES, SMX, etc.
• Voted one of the top 25 PPC experts by PPC Hero
About David Szetela
Overview
• You’ve all been Enhanced – is that a bad thing?
• Is this just a Google money-grab? • There’s much to like • As usual, the winners will be the best-
informed
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What Are Enhanced Campaigns?
• A better way to structure campaigns • Changes to bid strategy and tactics
(“bid modifiers”) • Better control over Mobile (smartphone
– e.g. iPhone) advertising • Cool new (and Enhanced) ad extensions • Better reporting
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Today I’ll Cover
• New campaign & ad group setup • Mobile targeting, bidding & ads • Geo-targeting and ad scheduling • Bid modifiers • New ad types • New reporting options • Resources for learning more
Biggest Enhanced “Challenge”
• No separate targeting or bidding for Tablet computers vs PCs (desktop/laptop)
• Conversion rates for tablet ads are often lower and CPAs (costs-per-action) are often higher
• No current workaround – factor it into your bidding strategy
Enhanced Campaign Structure
• Old way: targeting at the Campaign level meant separate campaigns for: – Ad scheduling – Geo-targeting – Device targeting – Bidding strategy
• Enhanced: all this can be accomplished with bid modifiers
Old Campaign Structure
• Old way: Multiple campaigns with the same keywords; e.g. – Pizza Delivery: Denver: Weekday – Pizza Delivery: Denver: Mobile Weekday – Pizza Delivery: Denver: Weekend – Pizza Delivery: Denver: Mobile Weekend – Pizza Delivery: Boulder: Weekday – Etc.
Old Campaign Structure
– CRM Software: US – CRM Software: Mobile US – CRM Software: England – CRM Software: Mobile England – Etc.
Enhanced Campaign Structure
Campaign: CRM Software – CRM Software: one ad group with multiple
bid modifiers set for England and Mobile – and separate mobile-specific ads
• Simplifies setup, reporting, optimization – e.g. no redundant keywords
Enhanced Campaign Setup
• First, gather data about past performance
• For geographic and time-of-day performance, use “Dimensions”
• For device performance, use “Segments”
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Enhanced Campaign Setup
• Create a search-only campaign “as usual”
• No device targeting is possible at this point
• Set geographic targeting
• Set daily budget
• Set default bid for the first ad group (can be changed later)
• Set up extensions later
Creating Mobile Ads
• Check box during ad creation or edit
Creating Mobile Ads
• Or designate in AdWords Editor
Mobile Ads
• Use a mobile-specific call to action like “Call Now” (couple with Call Extensions)
• Gotcha: Google doesn’t promise to restrict ad delivery to mobile devices – occasionally ads will appear on PCs
Bid Modifiers
• Control what you pay for mobile clicks – or turn off mobile ad service
• Change bid price per geographic target • Change bid prices based on ad schedule
About Bid Modifiers
• Adjust bid prices from the base you set at the
ad group level
• For Mobile, bid modifiers can be set as low as -100% and as high as +300%
• For geo-targeting and ad scheduling, modifiers can be -90% to +300%
Bid Modifier Examples
• Mobile: -100% means ads will not be served on
mobile devices – just tablets and PCs – many of you should do this for every campaign
• Bid modification = base bid + the modifier %
• If the base bid is $1.00, a +50% bid modifier means the modified bid is $1.50
Bid Modifier Examples
• A +300% bid modifier means the modified bid
will be $4.00
• A -25% bid modifier means the modified bid is $.75
• Don't set bid modifiers higher than +900%
• Google will never increase bids more than 900%, even for “stacked modifiers”
Stacked Bid Modifiers
• It’s possible to assign multiple modifiers – for
example, modifiers for geography and mobile
• In this case, modifiers work together to assign final bid
• Example: Base bid is $1.00, England targeting modifier is 100% ($2.00) and mobile is -25% ($.
75), final bid is $1.50
Bid Modifiers Gotchas
• No bid modifiers for Tablets – all ads will
appear on desktop/laptop PCs and Tablets
• Even with the Mobile modifier set to -100%, you may see clicks from smartphones
• Be careful with stacked modifiers – compounded, they can set your bids higher or
lower than expected
Bonus Gotcha
• Ad scheduling – based on the master time of
the AdWords account – so you’ll need to set up separate campaigns if you’re scheduling for
several time zones
Modifying Bids
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New Ad Extensions
• Enhanced Sitelinks
• Enhanced Call Extensions
• Offer Extensions
• App Extensions
Enhanced Sitelinks
Enhanced Sitelinks
• Sitelinks at the Campaign or Ad Group level
• Up to 20 sitelinks per ad group
• Link text shortened from 35 to 25 characters
• Can be scheduled, e.g. times of day
• Can be either PC-specific or mobile-specific
Enhanced Sitelinks Setup
• Even if your campaigns have been Enhanced,
you still need to manually upgrade sitelinks
Enhanced Sitelinks Setup
• After upgrading, shorten link text to 25
characters
• Up to two additional description lines can be added
• Individual sitelinks can be designated Mobile and/or scheduled
Enhanced Sitelinks Setup
Enhanced Sitelinks Gotchas
• Only appear in ads at the #1 position – or at
the bottom of search results
• Combination of bid price, CTR, keyword quality score, etc.
• Is it worth the effort? Not for everyone. Test it.
Enhanced Call Extensions
• Useful for PCs and mobile devices – PC
example:
Call Extensions
• Number redirects to your company’s
• Calls are tracked by Google
• Calls are free for ads displayed on PCs
• When ads are displayed on mobile devices, calls are charged at click price
Enhanced Call Extensions
• Extensions can be defined at the campaign or
ad group level
• You can have separate extensions for mobile and PCs
• Call extensions can be scheduled
Enhanced Call Extension Setup
• If you’ve already defined call extensions,
you’ll need to explicitly upgrade them (like Sitelinks)
• To set up a new extension or edit an old one:
Offer Extensions
• Ads that feature discounts or special offers to
be redeemed at bricks-and-mortar locations
Offer Extensions
• Clicking opens a Google-hosted page with a
coupon that can be printed out or saved
• Coupon can include a code that can be scanned so that the redemption can be tracked and reported by AdWords
• When linked to a Google Places Business Page, a map will also be displayed
Offer Extensions
• Ads can appear on PCs and mobile devices
• Sneaky fact: Offer Extension ads have been used by online vendors
App Extensions
• Used for advertising downloadable iOS and
Android apps
• Ad link leads to the proper download page in the Apple App Store or Google Play (Android app) Store – so no need to do explicit device
targeting.
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App Extensions
• Obviously most useful when displayed on
mobile devices
Enhanced Display (GDN) Campaigns
• Device targeting is still possible
• Bid modifiers work as previously described
Enhanced Campaign Reporting
• Get familiar with Segmenting data
Pro Tip: Get an MCC
• AdWords Master Client Center
• Available to anyone, not just agencies – even if you’re just managing one AdWords account
• Much easier report generation (the “old” AdWords way)
• Instructions: bit.ly/1ccTAWN
Wrap-up – Key Takeaways
• Set mobile bid modifiers!
• Set to -100% unless you have a mobile site or responsive design
• Use data to inform your decisions about ad scheduling and geographic bid modifiers
• Try sitelinks, call extensions first
Resources
• Google Upgrade Guide: bit.ly/1cd3lV2
• Google Bidding Guide: bit.ly/176ocm3
• Google Enhanced Campaign Webinars: bit.ly/193R2Wp
• Brad Geddes’ Stacked Bid Modifier Spreadsheet: fmbmedia.com/stacked.xlsx
Winning at Google AdWords Enhanced Campaigns
Presented by: David Szetela