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New PPC Tactics to experiment today!
Experiment #1 
Modify for mobile
The landscape - micro conversions 
#PPCevolves
What this means for you - enhanced campaigns 
#PPCevolves
How to set up your first experiment 
#PPCevolves
Evaluate performance - segment 
Where you download it: Report here: 
#PPCevolves
#PPCevolves 
Mistakes to avoid 
Don’t blanket bid for 
desktop and mobile.
#PPCevolves 
Mistakes to avoid 
Beware mobile overspend
Who does it best - on page UI 
Desktop Tablet Mobile 
#PPCevolves
Who does it best - mobile modifiers 
Desktop Mobile 
#PPCevolves
Experiment #2 
Exhaust your search ROI
The landscape - a whole new world 
★ Extensions (sitelink, location, 
call, seller rating, callout, app) 
★ Modifiers (geographic, 
TOD/DOW, device type) 
#PPCevolves
What this means for you - site links 
Site Links Details Site Links 
#PPCevolves
What this means for you - location & call extensions 
On Search In Map Listings 
#PPCevolves
What this means for you - seller ratings & call out extensions 
Seller Ratings Call Out Extensions 
#PPCevolves
What this means for you - app extensions and deep linking 
App Installs Deep Linking 
#PPCevolves
What this means for you - meet the modifiers 
Day of Week Location Time of Day Device Household 
#PPCevolves 
Income
How to set up your first experiment 
#PPCevolves 
Location 
Review Extension 
Day of Week Device
Evaluate performance - dimension tab 
#PPCevolves 
Where you download it: 
Report here:
#PPCevolves 
Mistakes to avoid 
Not modifying bids 
based on 
performance
#PPCevolves 
Mistakes to avoid 
Accidentally overspending 
WARNING: Bid modifiers are multiplicative
Who does it best - bid modifiers 
#PPCevolves
Experiment #3 
Supercharging your ads and feed
The landscape - the rise of the feeds 
#PPCevolves
Product Listing Ads transform into “Google Shopping” 
#PPCevolves
What this means for you - custom labels & 
priorities 
Custom Labels Testing Campaign Priority 
#PPCevolves
How to set up your first experiment 
#PPCevolves 
Custom Labels 
Campaign Priority 
Segmenting
#PPCevolves 
(oh yeah...again…) 
Don’t bid the same 
for all products. 
Mistakes to avoid
#PPCevolves 
Mistakes to avoid 
Pay careful attention to 
details and formatting.
Who does it best - shopping 
Google shopping results Showcasing the right product(s) 
#PPCevolves
Using feeds and dynamic ads in remarketing 
#PPCevolves
Using feeds beyond e-commerce & locally 
#PPCevolves
A new breed of 
opportunities
#PPCevolves 
The landscape 
Established 
Platforms 
New 
Ad Types +
New Breed of 
Opportunities + = 
#PPCevolves 
The landscape 
Established 
Platforms 
New 
Ad Types
Experiment #4 
YouTube TrueView Ads
YouTube TrueView Ads 
#PPCevolves
Experiment #5 
Gmail sponsored promotions
Gmail Sponsored Promotions 
#PPCevolves
Experiment #6 
Dynamic Remarketing Audiences
Dynamic Remarketing Audiences - travel 
#PPCevolves
Dynamic Remarketing Audiences - auto 
#PPCevolves
Measuring & Managing 
PPC Performance
The “good old days” 
#PPCevolves 
This is how easy 
SEM was 
in 2009:
PPC Campaigns: 2009 PPC Campaigns: 2014
Speed = agility = ROI.
So...how do I do that? 
Test Measure Optimize 
#PPCevolves
So...how do I do that? 
Test Measure Optimize 
Where most people are wasting time 
#PPCevolves
What this looks like
What this looks like 
Invest fast
What this looks like 
kill fast
What this looks like 
tweak the marginal
How I built the ultimate PPC dashboard 
#PPCevolves
Thank you!

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New PPC Tactics to experiment today!