Google AdWords Changes 2012

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A summary of some of the more significant changes in google adwords this year. In additon to the changes, there are tips on how to use them to better manage campaigns.

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Google AdWords Changes 2012

  1. 1. Google Changes Steve Hammer @armondhammer2012
  2. 2. No Penguins Here
  3. 3. Pacman SNES ModernControl Creates Complexity
  4. 4. FEB - MCC Support Automated rules expandsJAN to 100 and adds undo JUN - ScriptsJAN Automated Rules
  5. 5. Raise CPC Target when below Position Lower CPC when above Timed Enable ads by time for labels Offer Kill Poor Pause when QS < 3 Keywords Raise CPC Promote 10% Low CPA CPA < target Prepare Email CS @noon Customer clicks > avg. Service noonJAN Automating
  6. 6. InventoryPrice urlFetcherKeywords ScriptAd Copy Script Automation
  7. 7. FEB – EnhancedSitelinks SEPT – Enforce Rules Dominate Visible Super Sitelinks
  8. 8. JULY Reach Goes FlexibleMAR Streamlined, focused interface Display Interface Redo
  9. 9. Broad Specific KeywordsFlexible Interests Placements Flexible?
  10. 10. Spit out list of keywords and use a tool toOld try and make logical ad groups New Ad group ideas direct in keyword tool Keyword tool Improves
  11. 11. Lb.phone G+ LocalLb.city Account Ad template APR Maps and relevant ad copy for the appropriate stores Location Extensions
  12. 12. Not Exact Match Limited Ad Rotation Two changes – one monthAPR PPC managers go crazy Google Knows Best
  13. 13. Different sets of paid and organic productAPR listings. Single Shopping Section OCT No organic product results Shopping 100% paid
  14. 14. Tip Management is done via attribute Shopping 100% Paid
  15. 15. Rules based on url Interests + Site BehaviorOne Tag Includes parametersJULY Remarketing
  16. 16. Dynamic Headline Template Ad Body Website Content Ad Group BidOCT Keyword Ads without Keyword Selection Dynamic Search Ads
  17. 17. AdWords Editor NOV Direct Web Interface changes Bulk Changes
  18. 18. Desktop declinesNOV Drop in CPC driven by mobile growth Maps and more Mobile war?
  19. 19. $$100M dollars a day can’t be wrong.Adwords could drive a billion in revenuefor companies large and small $ Thank You Steve Hammer @armondhammer

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