The Top 10 AdWords Features of 2013 [Webinar]


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Keeping up with all the changes in AdWords is practically a full-time job. By our estimates, Google has announced over a thousand new AdWords features and enhancements in the last year alone. That's almost 20 new features or changes every week!

Don't worry – we've got your back! In this webinar, we'll cover the Top 10 AdWords Features of 2013 – just the most valuable and important updates that you need to know about, including:

- Key changes to AdWords ranking algorithms
- New and retired tools
- New AdWords metrics and why they matter
- Some hidden changes that you probably missed!

Don't try to keep up with every Google announcement – you can't! Check out this webinar and learn just the top 10 new features that will actually make a difference in your AdWords campaigns.

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The Top 10 AdWords Features of 2013 [Webinar]

  1. 1. Larry Kim (@larrykim) Founder/CTO, WordStream CONFIDENTIAL – DO NOT DISTRIBUTE 1
  2. 2. Today’s Agenda  The Top 10 AdWords Features of 2013  Q&A: What Did We Miss? What are Your Favorite Features! @larrykim
  3. 3. Speaker Introduction Larry Kim  Founder, CTO, WordStream, Inc.  Been doing PPC & SEO for 10 Years!  Provider of 20 Minute PPC Work Week and AdWords Grader  #1 PPC Expert According to PPC Hero! @larrykim
  4. 4. Take Part in Live Blogging on Twitter / Google+ Include the hashtag #top10adwords in your Twitter tweets, Google+ status updates, etc. @larrykim
  5. 5. Enter for a chance to win $25,000 In Google AdWords Spend + Free Marketing Tools Visit for contest rules and how to enter. CONFIDENTIAL – DO NOT DISTRIBUTE 5
  6. 6. What did you learn? “The huge amount of money I am losing by not making proper and effective use of negative keywords” “There is always plenty of work that I can constantly do to keep my PPC productive” “I was shocked how poor my click through rate is!” “I just started managing this campaign. I’m shocked by the score only because Google told me it was well structured.” “I had no idea that improving quality score by just one could have such a positive effect” “Nothing. I knew it was not great.” @larrykim
  7. 7. What I will do differently in PPC “Improve my long tail keyword optimization and quality score - my focus this month” “Raise quality scores, grow multiple word keywords, and get more relevant landing pages” “Frequent my account much more and continuously work on keywords and optimization” “Go back and fix my mobile extensions” “I have a clear definition of what I need to focus on in the next few weeks. Adding Negative keywords among the top” “Change everything as the grade is zero” @larrykim
  8. 8. Let’s learn a little about you…. @larrykim
  9. 9. Live-Poll Question How Long Have You Been Using AdWords? a) b) c) d) Less Than 1 Year 1-2 Years 3-5 Years Over 5 Years @larrykim
  10. 10. Live-Poll Question Besides PPC, what other types of marketing channels do you utilize? (select all that apply) a) SEO b) Email c) Affiliate Marketing d) Social Media e) Mobile @larrykim
  11. 11. The Top 10 AdWords Features of 2013! Thank You #ppcchat, @robert_brady, @Matt_Umbro, @Mel66, @SemBarista, @Szetela, @BryantGarvin, @hellemans, @ToniVoutilainen, @suzyvirtual, @johnrampton, @Albright_C, @SamOwenPPC, etc. @larrykim
  12. 12. 10) Change In AdRank Formula • New AdRank Formula: (Max Bid * Quality Score) + Usage of Ad Extensions = AdRank @larrykim
  13. 13. How Other People’s AdRank Impacts Your CPC @larrykim
  14. 14. 9) Flexible Bid Strategies @larrykim
  15. 15. Using Flexible Bid Strategies @larrykim
  16. 16. 8) Remarketing Lists for Search Ads (RLSA) @larrykim
  17. 17. 7) Paid vs. Organic Report @larrykim
  18. 18. 6) Ready Image Ads & Ready Ad Gallery @larrykim
  19. 19. Image Ready Ads! @larrykim
  20. 20. 5) In Market Targeting @larrykim
  21. 21. 4) Dynamic Remarketing @larrykim
  22. 22. Surprise!! Presentation in a Presentation: The Best 3 Features in Enhanced Campaigns Larry Kim (@larrykim) Founder & CTO, WordStream, Inc. November 19, 2013 CONFIDENTIAL – DO NOT DISTRIBUTE 22
  23. 23. 3) Location Based Bid Management @larrykim
  24. 24. 2) Time Based Bid Management @larrykim
  25. 25. 1) Enhanced Sitelinks! @larrykim
  26. 26. Honorable Mentions • Ongoing Google Shopping/PLA Updates • Date Range Comparison Features (% change, etc.) • Big Improvements to AdWords Scripts @larrykim
  27. 27. What Does it All Mean? • Rate of AdWords changes accelerating • Features designed to – Improve Targeting (search & display) – Create better ads – Get better insight into ad performance • AdWords Becoming More Competitive • More difficult to do if you’re not a full PPC manager
  28. 28. Grade Your Quality Score with The AdWords Grader! • A free, instant PPC audit in under a minute! • Grades your AdWords account performance based on the 8 PPC metrics that really matter • Compares how you’re doing against other accounts of similar size (monthly spend) @larrykim
  29. 29. WordStream’s 20 Minute PPC Work Week • We find all the low hanging fruit in your account • You just review / approve the findings. • Quick. Easy. Powerful. • 20 Minutes a Week can improve your ROI on AdWords by 20% or more!™ @larrykim
  30. 30. Special Offers! Would you like… a) A FREE AdWords account audit with a WordStream Professional b) A FREE live demo of WordStream PPC Advisor c) Learn about WS's Expert PPC Manage Services (5K+ Spend/Mo.) d) Nothing at the moment @larrykim
  31. 31. Your Questions Thank you for attending WordStream’s webinar! Benchmark your account today! Don’t forget to sign up for our Free Trial: Or contact us directly: Larry Kim @larrykim