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PPC for Smartphone Workaround
 

PPC for Smartphone Workaround

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“Enhanced” targeting became mandatory July 2013, giving us more advanced device, day parting, ...

“Enhanced” targeting became mandatory July 2013, giving us more advanced device, day parting,
geotargeting and more. For those you previously enjoyed the ability to target computers / tablets or
smart phones in separate campaigns, July 22 was a Black Day. This new Enhanced platform “forces”
advertisers to target all devices in a single campaign! Today, however, I’ll teach you how to break out
of those confines, with a “smart workaround”, a methodology I’ve developed to “purely” target
specifically for your smart phone only campaigns.
I’ll demonstrate this technique on two areas of adwords:
1. Smart phone only SEARCH campaigns.
2. Smart phone only Product Listing Ads (PLA) campaigns.

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    PPC for Smartphone Workaround PPC for Smartphone Workaround Presentation Transcript

    • Smart Phone Only Campaigns presented by: Dan Perach @ ppcproz ...its a workaround
    • Smart Agenda & History “Enhanced” targeting became mandatory July 2013, giving us more advanced device, day parting, geotargeting and more. For those you previously enjoyed the ability to target computers / tablets or smart phones in separate campaigns, July 22 was a Black Day. This new Enhanced platform “forces” advertisers to target all devices in a single campaign! Today, however, I’ll teach you how to break out of those confines, with a “smart workaround”, a methodology I’ve developed to “purely” target specifically for your smart phone only campaigns. I’ll demonstrate this technique on two areas of adwords: 1. Smart phone only SEARCH campaigns. 2. Smart phone only Product Listing Ads (PLA) campaigns.
    • Enhanced Smart Phone Summary ● previous to July 22 - Smart Only Campaigns ● after July 22, 2013 - No! ● its a “multi device world”
    • Enhanced Campaigns Driving You Crazy? Don’t get mad, GET SMART!
    • How is it Done… SMART campaigns have +300% device bid modifier on smart phones COMPUTAB campaigns have a -100% device bid modifier on smart phones the result of this campaign level device bid modifier setup is: 1. SMART campaigns, which have a very low “base” max cpc, basically making computer/desktop(computab) bids too low to show on first page, while +300% bid on smart phones, puts SMART ads on top! 2. COMPUTAB campaigns are not showing at all on smart phones, remember they have a -100% device bid modifier for smart phones, aka “Mobile devices with full browsers”. No impressions occur on smart.
    • Why We Need Separate Campaigns? ● ● ● ● ● ● ● ● Day parting usage very different ie. evenings / weekends Control over smart ad text Superior bidding control (#1 reason) Extensions control (call extension) Geo targeting ie. airports, proximity to store app downloads Intent. ie. towing services proximity to in-store promotions ie. Retailers who are promoting their physical stores can use specific ad copy, geotarget exactly to that store’s location, and spend only during business hours. Mobile users who are in close proximity are much more likely to redeem a promotion, with a dedicated landing page.
    • Geotargeting Options are Improving http://www.youtube.com/watch? v=pArBEnKcoMw (first cell phone ring in concert) hyperlocal geotargeting, ie. airports.
    • Campaign Names: Smart vs Computab Example Search > Smart > USA vs. Search > Computab > USA Smart Campaign (+) 300% bid modifier on Smart Computab Campaign (-) 100% bid modifier on Smart
    • Campaign Level Setup / Computer Device Bid Modifier for Computer/Tablet So… what should the device Bid Modifier be for the smartphone campaign?
    • Campaign Level Setup / Smartphone Device Bid Modifier for Smartphone
    • Campaign Settings Setup Summary ● smart vs computab campaigns: ● computab: -100% for smart ● smart: +300% for smart
    • View Statistics,1 keyword at a time ● select one keyword, segment by device ● analyze by bleed, position, ctr, ● adjust bids and or day parting bid adj
    • Keyword Tab / Segment / Device
    • Computab Keyword Report, by device [keyword}
    • Smart Keyword Report, by device
    • Account Report View… Settings / Devices / SET FILTER / Sort Bid Adj ascending. Save Smart Filter
    • Bleed Percentage
    • Smart kw Bid Strategy Summary
    • Day Parting Report
    • Hour of Week Report - Impression Share Gaps
    • Smart Targeting for PLA ● ● ● ● utilize same smart vs computab campaign level device bid modifier setup for PLA apply your irrelevant negative list to PLA (similar to Broad) View your "see search terms" from the autotargets tab. Last several months has seen Smart PLA on the rise, making your smart strategy even more important.
    • Campaign View - Notice Impr. assisted conv. value
    • PLA > Smart - Use Auto targets Instead of Keywords
    • PLA > Smart - See Search Terms
    • PLA > Smart - See Search Terms
    • PLA Summary ● ● ● ● ● same smart vs computab campaign setup targeting products instead of keywords products targeted using “autotargets” imperative to apply irrelevant negative lists same smart optimization strageties