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Enhanced Campaigns Case Study From SMX Advanced

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Google announced Enhanced Campaigns and Hanapin Marketing migrated many accounts to determine the early impacts and create new, best practices around this mandatory feature. This slideshow is both a …

Google announced Enhanced Campaigns and Hanapin Marketing migrated many accounts to determine the early impacts and create new, best practices around this mandatory feature. This slideshow is both a case study of those results, on a macro and micro level, and some new PPC best practices that have evolved as a result.

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  • 1. WHAT $1 MILLION HAS TAUGHT USABOUTENHANCED CAMPAIGNS@JeffAllenUTJeff.Allen@hanapinmarketing.com
  • 2. LOOKING AT EC’S ATTHE MACRO LEVEL
  • 3. RESULTS FROM ~50 ACCOUNTS& OVER $1 MILLIONDOLLARS IN SPEND (over 30-days).
  • 4. MOBILE IMPRESSIONS UP9% & CLICKS UP 45%.
  • 5. TABLET IMPRESSIONSCLICKS UP 45%.UP 48%
  • 6. COMPUTER IMPRESSIONSUP 5% & CLICKS DOWN 13%.
  • 7. BUDGET ALLOCATIONPRE-ENHANCED CAMPAIGNSPREMOBILE: 10.2%TABLET: 10.2%
  • 8. BUDGET ALLOCATIONPOST-ENHANCEDCAMPAIGNSPRE POSTMOBILE:10.2% 16.8%TABLET: 10.2% 11.6%
  • 9. WHAT DOES THAT MEAN FORCOMPUTER SPEND?PRE:79%POST:71.6%
  • 10. COMPUTER:+12%MOBILE: +40%TABLET: +13%CPA UP ACROSSALL DEVICES
  • 11. “ENHANCEDCAMPAIGNS AREBULL$#^%”– MATT VAN WAGNER
  • 12. LOOKING AT EC’S ATTHE MICRO LEVEL
  • 13. IDEAL ACCOUNT FOR EC:• LOCATION SPECIFIC• MOBILE OPTIMIZED• DAY PARTING
  • 14. 60 miles-5% adjust.40 miles0% adjust.20 miles+20% adjust.Campuslocation
  • 15. MOBILE BIDMULTIPLIER -30%.BASED ONAVERAGE MOBILETO DESKTOP CPAVARIANCE.
  • 16. BUDGET ALLOCATIONPRE POSTCOMPUTER: 81% 74%MOBILE: 9% 16%CPAMOBILE UP 25%, COMPUTER ANDTABLET REMAINED NEARLYIDENTICAL.
  • 17. No extraleads intarget radius
  • 18. 9% INCREASE IN CPANO CHANGE INVOLUME OF LEADS
  • 19. STRIKE THATREVERSE IT
  • 20. 28%AFTERDELETING ALLBID MODIFIERSCPA DROPS
  • 21. PROBLEMS:• BUDGETALLOCATION• GARBAGETRAFFIC• HARDER TO SEEISSUES
  • 22. SOLUTIONS:• MORECAMPAIGNS• MORE ADGROUPS• …AND (hopefully)SOMEDAYSCRIPTS
  • 23. INCREASESEGMENTATIONBEFORE USING MULTIPLERS
  • 24. COMPUTER CPA SPIKEDDUE TO CHANGES IN AVERAGEPOSITIONavg. pos. change in impressions1-1.5 +39%1.5-2 +19%2-2.5 -6%…3.5-4 -29%4-4.5 -32%*Excludes Brand Terms
  • 25. CAMPAIGN FARMSYSTEM
  • 26. TIERED CAMPAIGNSTYPE LOCATION MULTIPLIERMAJORS NONE(NEAR CPA GOAL)FARM ONLY DOWN(< -20% OF CPA GOAL)PREP ONLY UP(> -20% OF CPA GOAL)
  • 27. All MOBILE IMPRESSIONS(avg. pos. = change in impressions)1-1.5 = +170%1.5-2 = +101%2-2.5 = +13%2.5-3 = +17%3.5-4 = +5%*Excludes Brand Terms
  • 28. MOBILE IMPRESSIONSFOR KW’S AT CPA GOAL(avg. pos. = change in impressions)1-1.5 = -16%1.5-2 = +170%2-2.5 = -6%2.5-3 = -63%3.5-4 = +42%*Excludes Brand Terms
  • 29. IDEALLY, AD GROUPS WOULD HAVEONE KEYWORD PER AD GROUP.KEYWORD LEVEL MULTIPLIERSWOULD RENDER THIS OBSOLETE.
  • 30. TIERED AD GROUPSTYPE DEVICE MULTIPLIERMAJORS NONE(NEAR DESKTOP CPA)FARM ONLY DOWN(< -20% OF DESKTOP CPA)PREP -100%(> -20% OF DESKTOP CPA)
  • 31. USE BID MODIFIERSSPARINGLY .CPA will spike if you use on highp o s i t i o n k e y w o r d s .T I E RC A M PA I G N S& ad groups based on performance.
  • 32. More relevance, better resultsJeff AllenHanapin Marketing@JeffAllenUTENHANCED CAMPAIGNS#NAILEDIT