18. Enhanced CPC• You have conversion tracking enabled.• Have a consistent (steady stream) of conversions coming in every day (At least 20).• Don’t care what your CPC is.• You’re CPA focused.• You know what your target CPA is and it doesn’t move up and down much.
19. Incremental Bidding• AdWords: increase OR decrease your max CPC by time of day or day of the week at the campaign level.• Bing: increase in increments of 10% at the ad group or campaign level.
21. Bing Ads
22. Automated Rules• Use rules for keywords, ads, ad groups or campaigns to raise or lower bids and budgets when certain conditions are met.• You choose the conditions. There are a LOT to choose from.• Choose how often the rules run.• Preview the changes that the rule will make when it runs.
23. Automated Rules
27. Bing Ads
28. Display & Content
31. Syndicated Search Partner
33. LISTSCUSTOM COMBINATIONSUSING GA
34. Remarketing on the Content Network• Remarketing is available in the content network only and applied at the ad group level.• The display network setting needs to be for placements, not keywords for maximum reach.• The best set up is a new campaign for placements and an ad group with no active placements in it.• If you want to get the most out of it, have AdWords Conversion Tracking enabled and running, it will import and use some of the same tags.• KNOW what/who you want to remarket to BEFORE you start setting up. Strategy first, then implementation.
36. APPLYING REMARKETING:• If you generated new tags, those will need to be placed on the page(s) that you want visitors that hit to be re- marketed to before the program can start working. They should be implemented just like AdWords Conversion tracking, insert the code snippet between the body tags. –OR- Use Google Tag Manager.• Bids can be set at different levels for different lists, so be sure to assign the right value to each list by the users you’re targeting. A visitor that abandoned a full cart is more valuable than one that doesn’t add to the cart at all and should be treated as a higher value visitor.
37. Product Listing Ads
38. MERCHANT CENTER BASE SHOPPING FROOGLE
39. Merchant Center Feed•Do more than the required attributes•Be descriptive, unique•Watch character limits•Use the AdWords attributes•Consider the “freshness” factor•Feeds have a sort of “quality score” too
40. Google Product Type vs. Product TypeProduct Type = YOUR taxonomy
41. Categorization/Google Product Type
42. “All Products”
43. #WINNING IN PLAS
44. Bid On One Product
45. Layer Attributes
46. Removing Products True = included in AdWords/PLAs False = don’t include
47. Using Negative KeywordsPLAs don’t use search keywords, but you can use negative keywordsat the ad group and campaign level.
48. Ad Group Bid vs. Target Bid
49. Offline Editors
50. Beyond AdWords & Bing
52. Facebook Ads
53. Facebook Ads
54. Custom Audiences• Need Power Editor (Google Chrome plugin)• Only works in the account it’s “native” to• Import email, phone or FB user IDs
55. Facebook Ads• Send users to FB page or to a specific URL• Headlines for ads going to FB pages can’t be edited• Target and segment like CRAZY• Change out images often (like 2-3 times per week)• Watch the “reach” statistics, they’ll tell you when the ads are “tired”• Do NOT run ads from your personal account• Watch out for type of ad you choose vs. content being posted on page
56. Twitter Ads• Not good for direct sales• Good for events and freebies• Cheap• Not a lot of traffic yet• Starts out “hot” and cools down fast• Promoted tweet vs. promoted account• $100 credits available
57. Twitter Ads
58. Twitter Ads
60. adMarketplace Display• Display across their network• Very cheap, minimum $5 per day budget• More for traffic/clicks than conversions• Can track conversions• Self service center• Can’t see which sites your ads showed on• Text ads• Search syndication
61. Elizabeth Marsten @email@example.com