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CONFIDENTIAL – DO NOT DISTRIBUTE 1Enhanced Campaigns:How to Make Them Work for YouLarry KimFounder & CTO, WordStream, Inc....
Today’s Agenda2• User Context and Why it Matters• Introducing Enhanced Campaigns for Search• Case Study• Questions & Answers
Take Part in Live Blogging on Twitter / Google+• Include the hashtag #wordstream in your Twitter tweets,Google+ status upd...
Speaker Introductions4• Larry Kim– Founder, CTO, WordStream, Inc.– Been doing PPC & SEO for 10 Years!– 5 Years ago, starte...
For the Love of MarketingAmanda SibleyMarketing ManagerHubSpot@amandasibley
Let’s learn a little about you….CONFIDENTIAL – DO NOT DISTRIBUTE 6
Live-Poll Question 1Question: Have you actually upgraded one or more of yourcampaigns to AdWords Enhanced Campaigns yet?#w...
Live-Poll Question 2What do you think of the new AdWords EnhancedCampaigns #wordstreama) Love them. Way better than before...
Live-Poll Question 3What do you value more for your business: Clicks fromMobile Devices (excluding tablets) or Clicks from...
3 Big Mobile Search Trends1. Devices are Evolving Quickly!2. Users are constantly switching between devices3. New ways are...
Understanding User Context• User Context– Location– Time– Device• UnderstandingUser Context =Better ROI• How is thisdiffer...
AdWords Enhanced Campaigns12
New Bid Management Tools• Day Parting• Location Bidding• Mobile BiddingManage your bids across location, time and device —...
Location, Time and Device Bid Management• Campaign settings have options for location, adscheduling and device-based bid a...
Location Based Bid ManagementCONFIDENTIAL – DO NOT DISTRIBUTE 15
Time Based Bid ManagementCONFIDENTIAL – DO NOT DISTRIBUTE 16
Device Based Bid ManagementCONFIDENTIAL – DO NOT DISTRIBUTE 17
New Smarter Ads• Scheduled extensions• Enhanced sitelinks• Customized messages on mobile locationCONFIDENTIAL – DO NOT DIS...
Ads Become User Context-AwareCONFIDENTIAL – DO NOT DISTRIBUTE 19
Ad Extensions Become More PowerfulCONFIDENTIAL – DO NOT DISTRIBUTE 20
Ad Extensions Become More PowerfulCONFIDENTIAL – DO NOT DISTRIBUTE 21
Advanced Reports for Measuring Mobile ROICONFIDENTIAL – DO NOT DISTRIBUTE 22
New Phone Call Conversion TypeCONFIDENTIAL – DO NOT DISTRIBUTE 23
Four key changes from enhanced campaignsCONFIDENTIAL – DO NOT DISTRIBUTE 241. Campaigns will run across all devices2. Tabl...
Example 1: Vehicle Parts Supplier• Huge Seller of Car Parts inthe USA• How They Sell:– Online Store– National Call CenterC...
Current Ad Performance• Mobile CPA = $2.79, Desktop CPA = $1.95• Conversions are ~17% mobile, ~75% desktop, ~7%tabletCONFI...
CONFIDENTIAL – DO NOT DISTRIBUTE 27
Mobile Ad Strategy• Time: Does better duringbusiness hours.• Location: Most businesscomes from 10 metro areas.• Device: Di...
Example 2: Local Restaurant• Time: Evenings and Weekendsdo better.• Location: Great in the city, OKin the suburbs• Smart P...
Why I am so Excited for Enhanced CampaignsCONFIDENTIAL – DO NOT DISTRIBUTE 30
Community ReactionCONFIDENTIAL – DO NOT DISTRIBUTE 31
Summary• Enhanced Campaigns– Aligned with mobile world we live today– More Power AND Simplicity– Better ROI on Paid Search...
WordStream PPC AdvisorSaaS platform connects toexisting AdWords or BingaccountsAlert driven. New alertsgenerated every wee...
Free Tools - AdWords Performance GraderOne of a kind, free performancegraderDeep analysis in 8 key performanceareasCompare...
Special Offer• Are you interested in a live demo to see howWordStreams PPC Advisor can help optimizeyour paid search campa...
Your Questions36Thank you for attending WordStream and HubSpot’s webinar onEnhanced Campaigns in AdWords. #wordstreamDon’t...
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WordStream & HubSpot: How to Make Enhanced Campaigns Work for You [Webinar]

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For more information, visit www.wordstream.com

Feeling limited in your time or ability to effectively manage your paid search account? You're not alone! The good news is that WordStream & Hubspot are partnering in this live webinar to show you how new Google AdWords updates - called Enhanced Campaigns - will help make PPC easier for time strapped marketers and business owners.

On July 22nd, all Adwords accounts will be upgraded to the Enhanced Campaign format. Make sure you understand the changes, and how they'll help you manage your time and PPC budget more effectively.

In this webinar, you'll learn:

- Why Enhanced Campaigns are the future of PPC
- How to migrate your existing AdWords campaigns before the deadline
- How to make the most of new features to save time & money

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Transcript of "WordStream & HubSpot: How to Make Enhanced Campaigns Work for You [Webinar]"

  1. 1. CONFIDENTIAL – DO NOT DISTRIBUTE 1Enhanced Campaigns:How to Make Them Work for YouLarry KimFounder & CTO, WordStream, Inc.Amanda Sibley,Global Marketing Relations Manager, HubSpotJune 6, 2013
  2. 2. Today’s Agenda2• User Context and Why it Matters• Introducing Enhanced Campaigns for Search• Case Study• 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• Amanda Sibley– Global Marketing Manager at HubSpot– Author of several eBooks on PPC, SocialMedia, and Inbound Marketing– Regular contributor to the HubSpot Blog
  5. 5. For the Love of MarketingAmanda SibleyMarketing ManagerHubSpot@amandasibley
  6. 6. Let’s learn a little about you….CONFIDENTIAL – DO NOT DISTRIBUTE 6
  7. 7. Live-Poll Question 1Question: Have you actually upgraded one or more of yourcampaigns to AdWords Enhanced Campaigns yet?#wordstreama) Yes!b) Not yet.7
  8. 8. 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.8
  9. 9. 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 opinion9
  10. 10. 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!10
  11. 11. Understanding User Context• User Context– Location– Time– Device• UnderstandingUser Context =Better ROI• How is thisdifferent?CONFIDENTIAL – DO NOT DISTRIBUTE 11
  12. 12. AdWords Enhanced Campaigns12
  13. 13. 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 13
  14. 14. Location, Time and Device Bid Management• Campaign settings have options for location, adscheduling and device-based bid adjustments.CONFIDENTIAL – DO NOT DISTRIBUTE 14
  15. 15. Location Based Bid ManagementCONFIDENTIAL – DO NOT DISTRIBUTE 15
  16. 16. Time Based Bid ManagementCONFIDENTIAL – DO NOT DISTRIBUTE 16
  17. 17. Device Based Bid ManagementCONFIDENTIAL – DO NOT DISTRIBUTE 17
  18. 18. New Smarter Ads• Scheduled extensions• Enhanced sitelinks• Customized messages on mobile locationCONFIDENTIAL – DO NOT DISTRIBUTE 18
  19. 19. Ads Become User Context-AwareCONFIDENTIAL – DO NOT DISTRIBUTE 19
  20. 20. Ad Extensions Become More PowerfulCONFIDENTIAL – DO NOT DISTRIBUTE 20
  21. 21. Ad Extensions Become More PowerfulCONFIDENTIAL – DO NOT DISTRIBUTE 21
  22. 22. Advanced Reports for Measuring Mobile ROICONFIDENTIAL – DO NOT DISTRIBUTE 22
  23. 23. New Phone Call Conversion TypeCONFIDENTIAL – DO NOT DISTRIBUTE 23
  24. 24. Four key changes from enhanced campaignsCONFIDENTIAL – DO NOT DISTRIBUTE 241. 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
  25. 25. Example 1: Vehicle Parts Supplier• Huge Seller of Car Parts inthe USA• How They Sell:– Online Store– National Call CenterCONFIDENTIAL – DO NOT DISTRIBUTE 25
  26. 26. Current Ad Performance• Mobile CPA = $2.79, Desktop CPA = $1.95• Conversions are ~17% mobile, ~75% desktop, ~7%tabletCONFIDENTIAL – DO NOT DISTRIBUTE 26
  27. 27. CONFIDENTIAL – DO NOT DISTRIBUTE 27
  28. 28. Mobile Ad Strategy• Time: Does better duringbusiness hours.• Location: Most businesscomes from 10 metro areas.• Device: Display click to call adsfor mobile while call center isopen, push to website anddisable click to call ads whencall center is closed.• Track: Calls over 3 minutesindicate a conversion.CONFIDENTIAL – DO NOT DISTRIBUTE 28
  29. 29. Example 2: Local Restaurant• Time: Evenings and Weekendsdo better.• Location: Great in the city, OKin the suburbs• Smart Phone: Display click tocall ads and/or offers whendepending on user context.• Track: Calls over 60 secondsindicate a conversion.CONFIDENTIAL – DO NOT DISTRIBUTE 29
  30. 30. Why I am so Excited for Enhanced CampaignsCONFIDENTIAL – DO NOT DISTRIBUTE 30
  31. 31. Community ReactionCONFIDENTIAL – DO NOT DISTRIBUTE 31
  32. 32. Summary• Enhanced Campaigns– Aligned with mobile world we live today– More Power AND Simplicity– Better ROI on Paid Search!CONFIDENTIAL – DO NOT DISTRIBUTE 32
  33. 33. 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 33
  34. 34. Free Tools - AdWords Performance GraderOne 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 34
  35. 35. 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 35
  36. 36. Your Questions36Thank you for attending WordStream and HubSpot’s webinar onEnhanced Campaigns 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/larrykimAmanda Sibley@amandasibley

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