Enhanced Campaigns: How to Make them Work for You [Webinar] - 6/25/13


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For more information, visit www.wordstream.com

On July 22nd, 2013, all Google AdWords accounts will be auto upgraded to the new Enhanced Campaigns format. Are you ready for the switch?

In this webinar, WordStream's Founder and Paid Search Veteran Larry Kim shows you how to make the most of Google's Enhanced Campaigns, including:

- How to migrate your existing campaigns to the new format
- How to enable mobile advertising, location targeting and other new options
- How to make the most of new features to save time & money
- How bidding works in Enhanced Campaigns, and more!

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Enhanced Campaigns: How to Make them Work for You [Webinar] - 6/25/13

  1. 1. CONFIDENTIAL – DO NOT DISTRIBUTE 1Enhanced Campaigns:How to Make Them Work for YouLarry KimFounder & CTO, WordStream, Inc.June 25, 2013
  2. 2. Today’s Agenda2• User Context and Why it Matters• Introducing Enhanced Campaigns for Search• Two In-depth Enhanced Campaigns Case Studies• Questions & Answers
  3. 3. Take Part in Live Blogging on Twitter / Google+• Include the hashtag #wordstream in your Twitter tweets,Google+ status updates, etc.3
  4. 4. Speaker Introductions4• Larry Kim– Founder, CTO, WordStream, Inc.– Been doing PPC & SEO for 10 Years!– 5 Years ago, started WordStream!– We’re the Provider of the AdWords Graderand the 20 Minute PPC Work Week– Voted #1 Top Influential PPC Experts in 2013by PPCHero.com
  5. 5. Let’s learn a little about you….CONFIDENTIAL – DO NOT DISTRIBUTE 5
  6. 6. Live-Poll Question 1Question: Have you actually upgraded one or more of yourcampaigns to AdWords Enhanced Campaigns yet?#wordstreama) Yes!b) Not yet.6
  7. 7. Live-Poll Question 2What do you think of the new AdWords EnhancedCampaigns #wordstreama) Love them. Way better than before.b) Upset about loss of features like device targeting, etc.c) Indifferent / No opinion yet.7
  8. 8. Live-Poll Question 3What do you value more for your business: Clicks fromMobile Devices (excluding tablets) or Clicks fromDesktops/Notebooks? #wordstreama) I value Mobile Clicks Moreb) I value Desktop Clicks Morec) I value them the samed) No opinion8
  9. 9. 3 Big Mobile Search Trends1. Devices are Evolving Quickly!2. Users are constantly switching between devices3. New ways are needed to measure advertising effectivenessThis creates a lot of marketing challenges and opportunities!9
  10. 10. Understanding User Context• User Context– Location– Time– Device• UnderstandingUser Context =Better ROI• How is thisdifferent?CONFIDENTIAL – DO NOT DISTRIBUTE 10
  11. 11. AdWords Enhanced Campaigns11
  12. 12. New Bid Management Tools• Day Parting• Location Bidding• Mobile BiddingManage your bids across location, time and device —all within a single campaign!!CONFIDENTIAL – DO NOT DISTRIBUTE 12
  13. 13. Location, Time and Device Bid Management• Campaign settings have options for location, adscheduling and device-based bid adjustments.CONFIDENTIAL – DO NOT DISTRIBUTE 13
  14. 14. Location Based Bid ManagementCONFIDENTIAL – DO NOT DISTRIBUTE 14
  15. 15. Time Based Bid ManagementCONFIDENTIAL – DO NOT DISTRIBUTE 15
  16. 16. Device Based Bid ManagementCONFIDENTIAL – DO NOT DISTRIBUTE 16
  17. 17. New Smarter Ads• Scheduled extensions• Enhanced sitelinks• Customized messages on mobile locationCONFIDENTIAL – DO NOT DISTRIBUTE 17
  18. 18. Ads Become User Context-AwareCONFIDENTIAL – DO NOT DISTRIBUTE 18
  19. 19. Ad Extensions Become More PowerfulCONFIDENTIAL – DO NOT DISTRIBUTE 19
  20. 20. Ad Extensions Become More PowerfulCONFIDENTIAL – DO NOT DISTRIBUTE 20
  21. 21. Advanced Reports for Measuring Mobile ROICONFIDENTIAL – DO NOT DISTRIBUTE 21
  22. 22. New Phone Call Conversion TypeCONFIDENTIAL – DO NOT DISTRIBUTE 22
  23. 23. Four key changes from enhanced campaignsCONFIDENTIAL – DO NOT DISTRIBUTE 231. Campaigns will run across all devices2. Tablet bidding strategies will be aligned withdesktop3. Mobile bids will be adjusted at the campaign level4. Mobile bids fully controlled by advertisers
  24. 24. Summary• Enhanced Campaigns– Aligned with mobile world we live today– More Power AND Simplicity– Better ROI on Paid Search!CONFIDENTIAL – DO NOT DISTRIBUTE 24
  25. 25. CONFIDENTIAL – DO NOT DISTRIBUTE 25In the Trenches with EnhancedCampaigns: 3 Takeaways fromUpgrading a bunch of accounts to EC’s
  26. 26. Case Study: Vehicle Parts Supplier• Large Seller of Car Parts inthe USA• How They Sell:– Online Store– National Call CenterCONFIDENTIAL – DO NOT DISTRIBUTE 26
  27. 27. Vehicle Parts Supplier: Ad Performance• Mobile CPA is nearly 50% higher than Desktopand accounts for just 17% of the conversionsCONFIDENTIAL – DO NOT DISTRIBUTE 27
  28. 28. #1 Key Learning: Majority of SMB’s UndervalueMobile Search• By a 10:1 margin, respondents valued desktop/tabletclicks over mobile devices (March 21, 2013)CONFIDENTIAL – DO NOT DISTRIBUTE 28
  29. 29. Upgrade Plan• Determine the Value of Mobile• Upgrade 2 Campaigns– Standard Call Extensions + ad schedulingCONFIDENTIAL – DO NOT DISTRIBUTE 29
  30. 30. #2 Key Learning: Great Opportunity to EducateClients on How to Get More From Search• Calls convert 4x higher than Clicks to website• Mobile generates 2x more conversions than wethoughtCONFIDENTIAL – DO NOT DISTRIBUTE 30
  31. 31. Case Study: National Talent Agency• Big Database of Actors andModels• How They Sell:– Online– National Call Center– Offices in a Dozen CitiesCONFIDENTIAL – DO NOT DISTRIBUTE 31
  32. 32. #3 Key Learning: Don’t Forget To Upgrade WhenYou Upgrade to EC’s• Consolidated 100 Campaigns into 50 Campaigns• Leverage Bid Strategies– Evenings and weekends do better– Certain neighborhoods do betterCONFIDENTIAL – DO NOT DISTRIBUTE 32
  33. 33. Summary: 3 Takeaways from Upgrading 100accounts to Enhanced Campaigns1. SMB’s Undervalue Mobile2. Great opportunity to educate clients!3. Don’t forget to upgrade when you upgradeCONFIDENTIAL – DO NOT DISTRIBUTE 33
  34. 34. WordStream PPC AdvisorSaaS platform connects toexisting AdWords or BingaccountsAlert driven. New alertsgenerated every week.“Make it so”20 minutes a week equalsPPC success!$299/$499/$999/moPremiere Support (monthlycheck-ins)Struggling with PPC? Let our software do all the work!CONFIDENTIAL – DO NOT DISTRIBUTE 34
  35. 35. Free Tools - AdWords Performance Graderwww.wordstream.com/google-adwordsOne of a kind, free performancegraderDeep analysis in 8 key performanceareasCompares businesses to industrybenchmarksProvides actionablerecommendationsBiggest Insight: Big opportunities forimprovementProvide your AdWords credentialsInstant Report Card – On DemandCONFIDENTIAL – DO NOT DISTRIBUTE 35
  36. 36. Special Offer• Are you interested in a live demo to see howWordStreams PPC Advisor can help optimizeyour paid search campaigns?– Yes!– No thanksCONFIDENTIAL – DO NOT DISTRIBUTE 36
  37. 37. Your Questions37Thank you for attending WordStream’s webinar on EnhancedCampaigns in AdWords. #wordstreamDon’t forget to sign up for a Free Trial of WordStream:http://www.wordstream.com/ppc-free-trialGrade Your AdWords Account Todayhttp://www.wordstream.com/google-adwordsOr contact us directly:Larry Kimlkim@wordstream.comhttp://twitter.com/larrykimSales line: 1-855-967-3787