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Enhanced Campaigns: How to Make Them Work for You [Webinar]
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Enhanced Campaigns: How to Make Them Work for You [Webinar]


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Google’s new Enhanced Campaigns are already rolling out in AdWords, making it easier than ever to leverage mobile advertising, geo-targeting, and more advanced targeting options. Are you ready to upgrade?

In this webinar, WordStream's Founder and CTO Larry Kim and Co-author of The Ultimate Guide to Google AdWords, Bryan Todd show you how to make the most of 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 bidding works in Enhanced Campaigns, and more!

After watching this webinar, you'll understand how you can leverage the new AdWords campaign features to drive more clicks and increase ROI.

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  • 1. Webinar:Enhanced Campaigns: How to MakeThem Work for YouLarry KimFounder & CTO, WordStream, Inc.Bryan Todd,President, Perry Marshall, Inc.March 21, 2013 CONFIDENTIAL – DO NOT DISTRIBUTE 1
  • 2. Today’s Agenda• User Context and Why it Matters• Introducing Enhanced Campaigns for Search• Case Study• Questions & Answers 2
  • 3. Take Part in Live Blogging on Twitter / Google+• Include the hashtag #wordstream in your Twitter tweets, Google+ status updates, etc. 3
  • 4. Speaker Introductions• 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 Grader and the 20 Minute PPC Work Week• Bryan Todd – Co-author of The Ultimate Guide to Google AdWords – President of Perry Marshall, Inc. 4
  • 5. Let’s learn a little about you…. CONFIDENTIAL – DO NOT DISTRIBUTE 5
  • 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. 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. 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 opinion 8
  • 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. Understanding User Context• User Context – Location – Time – Device• Understanding User Context = Better ROI• How is this different? CONFIDENTIAL – DO NOT DISTRIBUTE 10
  • 11. AdWords Enhanced Campaigns 11
  • 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. Location, Time and Device Bid Management• Campaign settings have options for location, ad scheduling and device-based bid adjustments. CONFIDENTIAL – DO NOT DISTRIBUTE 13
  • 14. Location Based Bid Management CONFIDENTIAL – DO NOT DISTRIBUTE 14
  • 15. Time Based Bid Management CONFIDENTIAL – DO NOT DISTRIBUTE 15
  • 16. Device Based Bid Management CONFIDENTIAL – DO NOT DISTRIBUTE 16
  • 17. New Smarter Ads• Scheduled extensions• Enhanced sitelinks• Customized messages on mobile location CONFIDENTIAL – DO NOT DISTRIBUTE 17
  • 18. Ads Become User Context-Aware CONFIDENTIAL – DO NOT DISTRIBUTE 18
  • 19. Ad Extensions Become More Powerful CONFIDENTIAL – DO NOT DISTRIBUTE 19
  • 20. Ad Extensions Become More Powerful CONFIDENTIAL – DO NOT DISTRIBUTE 20
  • 21. Advanced Reports for Measuring Mobile ROI CONFIDENTIAL – DO NOT DISTRIBUTE 21
  • 22. New Phone Call Conversion Type CONFIDENTIAL – DO NOT DISTRIBUTE 22
  • 23. Four key changes from enhanced campaigns1. Campaigns will run across all devices2. Tablet bidding strategies will be aligned with desktop3. Mobile bids will be adjusted at the campaign level4. Mobile bids fully controlled by advertisers CONFIDENTIAL – DO NOT DISTRIBUTE 23
  • 24. Example 1: Vehicle Parts Supplier• Huge Seller of Car Parts in the USA• How They Sell: – Online Store – National Call Center CONFIDENTIAL – DO NOT DISTRIBUTE 24
  • 25. Current Ad Performance• Mobile CPA = $2.79, Desktop CPA = $1.95• Conversions are ~17% mobile, ~75% desktop, ~7% tablet CONFIDENTIAL – DO NOT DISTRIBUTE 25
  • 27. Mobile Ad Strategy• Time: Does better during business hours.• Location: Most business comes from 10 metro areas.• Device: Display click to call ads for mobile while call center is open, push to website and disable click to call ads when call center is closed.• Track: Calls over 3 minutes indicate a conversion. CONFIDENTIAL – DO NOT DISTRIBUTE 27
  • 28. Example 2: Local Restaurant• Time: Evenings and Weekends do better.• Location: Great in the city, OK in the suburbs• Smart Phone: Display click to call ads and/or offers when depending on user context.• Track: Calls over 60 seconds indicate a conversion. CONFIDENTIAL – DO NOT DISTRIBUTE 28
  • 29. Why I am so Excited for Enhanced Campaigns CONFIDENTIAL – DO NOT DISTRIBUTE 29
  • 30. Community Reaction CONFIDENTIAL – DO NOT DISTRIBUTE 30
  • 31. Summary• Enhanced Campaigns – Aligned with mobile world we live today – More Power AND Simplicity – Better ROI on Paid Search! CONFIDENTIAL – DO NOT DISTRIBUTE 31
  • 32. WordStream PPC Advisor SaaS platform connects to existing AdWords or Bing accounts Alert driven. New alerts generated every week. “Make it so” 20 minutes a week equals PPC success! $299/$499/$999/mo Premiere Support (monthly check-ins)Struggling with PPC? Let our software do all the work! CONFIDENTIAL – DO NOT DISTRIBUTE 32
  • 33. Free Tools - AdWords Performance GraderOne of a kind, free performancegraderDeep analysis in 8 key performanceareasCompares businesses to industrybenchmarksProvides actionablerecommendationsBiggest Insight: Big opportunities forimprovement Provide your AdWords credentials Instant Report Card – On Demand CONFIDENTIAL – DO NOT DISTRIBUTE 33
  • 34. Special Offer• Are you interested in a live demo to see how WordStreams PPC Advisor can help optimize your paid search campaigns? – Yes! – No thanks CONFIDENTIAL – DO NOT DISTRIBUTE 34
  • 35. Your Questions Thank you for attending WordStream webinar on Enhanced Campaigns in AdWords. #wordstream Don’t forget to sign up for a Free Trial of WordStream: Grade Your AdWords Account Today Or contact us directly: Larry Kim 35