What is the basic functionality of this product? More Control Broad Match Broad Match Modifier More Volume +floors - floor, flooring Exact Match “floors” Phrase Match 4 Broad Match Modifier 4
What Is The Broad Match Modifier? 5 *Be sure there are no spaces between the + and modified words, but do leave spaces between words. ** Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor” and “flooring”). Synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”) aren't considered close variants.
Proper Implementation 6 Put a plus sign (+) directly before one or more words* in a broad match keyword. Womens has modified match behavior, while shoes matches broadly. Each word will have modified broad match behavior. Correct: +womens shoesCorrect: +womens +formal +shoesIncorrect: +womens+formal+shoes Incorrect: + womens + formal + shoes Should be space between words Do not leave spacebetween + and modified word *Be sure there are no spaces between the + and modified words, but do leave spaces between words. ** Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor” and “flooring”). Synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”) aren't considered close variants. *** In right to left languages, including Arabic and Hebrew, the plus sign is placed at the start of the word (on the right side). Correct example: מלון +ירושלים+). In languages such as Chinese, Thai and Japanese, a space must come before a plus sign for the broad match modifier to be interpreted and applied correctly.
Relative reach of different keyword match strategies
8 Match Behavior Comparison Like Broad Like Phrase/Exact In some languages, certain matching features may not be applicable.
9 BMM is Most Valuable in Campaigns Mainly Using Phrase and Exact Match High Potential % Gain From Adding BMM Keywords Fully* Limited Potential % of Current Traffic / Spend in Broad Match *This means adding BMM variants of existing keywords alongside existing keywords - it does NOT mean switching existing broad match keywords to modified broad. Actual results can vary depending upon implementation specifics,like bid strategy, volume of keywords, use of negatives, etc,
How does this product fit into the Sales Framework? Implement BMM keywords into account with mostly Exact & Phrase keywords 20%Increase in Clicks & Conversions 4 Broad Match Modifier
The Search Funnel: Paths To Conversion Before converting, users do multiple searches and are exposed to many of your AdWords ads and keywords Conversions What impressions and clicks led to conversions?
What is Search Funnel Data? Now: Only Scratching the Surface Last Clicks that Precede Conversions Assist Clicks & Impressions that Precede Conversions With Search Funnel Data: More Insight Last-Converting Clicks 13
Sample Search Funnel Path – JetWithUs.com Assist Conversions occur. Let’s work backwards from conversion. Search Funnel: keywords and dates of search Conversion 3/17/09 'JetWithUs.com flights' 3/11/09 'Air hotel packages' 3/24/09 'Hotel flight''Soho New York hotels' 3/26/09 'JetWithUs'
The Search Funnel reports gather data using the AdWordsConversion Tracking cookie (not Doubleclick)
For all reports, a conversion path is defined as 30 days walking back from the time of conversion. For now, this date range is not customizable.
The Search Funnel reports just 'count backwards' farther in the search funnel after the conversion is completed. The current AdWords Conversion Tracking reports only include last clicks, not assist clicks/impressions.
There has to have been at least one click and conversion to set the cookie and populate reports.
Search Funnel FAQs Q: Will report include imported GA goals?A: Yes.Q: Will report include AdWords for Search and AdWords for Content? A: No, google.com only Q: Will report include search queries?A: No, just keywords that triggered ads. 17
Most Active Mobile Users are Big Spenders Total Internet Spending in the Last 6 Months $100 - $200 $500 - $1000 $200 - $500 Under $50 $2.5 - $5k $50 - $100 $10k + $1k - $2.5k $5k - $7.5k None $7.5k – $10k * % of active mobile users who spent money in one of the “amount spent” categories * Index: Higher = population more likely to use their phones to access mobile content Source: comScore, Google commissioned study, October 2009
Why do mobile specific campaigns have better mobile performance? Separate campaigns perform better because advertisers are able to:
Bid separately on mobile: On mobile you are competing to have your ad serve on 5 ad spots available vs. 11 on desktop. The top 2 ad spots on mobile receive 95% of clicks so it is important to bid aggressively to ensure your ads are competitive and appear prominently.
Have mobile specific creatives: You can create mobile specific ad copy such as “Receive a quote on your phone” or “Book a vacation on your Android”
Better optimize campaign: Through better visibility and more granular controls you can focus on keywords and creatives that have the best performance on mobile
Set specific mobile daily budgets: Budgets are set at the campaign level and require separate budgets
Separate mobile campaigns see significantly better mobile performance than hybrid (desktop + mobile) campaigns Separating out mobile campaigns from desktop drives significant performance gains - from more granular control of bids, budgets, keywords and landing pages
AdWords Campaign Experiments How it changes the optimization game in your favor 28
ACE: A free tool to test and precisely measure theimpact of changes to your AdWords campaigns
Adjust Budget Split To Control Risk What if we got really aggressive? Higher bids, generic keywords… Budget Split
ACE Changes The Optimization Game 31 The problem: Things change! The solution: Split testing July 1 August 1 July 1 Other factors affect experiment and control equally. Clear winner! 20% more volume 10% better CPA Campaign Setup A(control) 450 conversions $10 CPA Campaign Setup B 1100 clicks $9.50 CPA Campaign Setup A 1000 clicks $10 CPA 50% budget We don’t know how much other factorsaccount for differences in observed performance. Campaign Setup B(experiment) 540 conversions $9 CPA 50% budget
1. Enter a name for the experiment. 2. Choose the desired traffic split between control and experiment. 3. Set desired start and end dates or start manually.
Step 2: Make experimental changes 35 Example: Adding new keywords to the experimental split. 1. Click Add Keywords and enter keywords as normal. 2. Click Add as experiment only keywords. 3. Click Save.
Keywords added to the experiment are marked by the beaker icon. To add new ad groups to the experiment or control campaign, go to the Ad groups tab and click Create ad group. Step 2: Make experimental changes Keyword in experiment split only. Keyword in both control and experiment campaign. 36
Step 2: Make experimental changes 38 Example: Bid change on an experimental keyword. $0.95 $0.00 $0.93 $0.00 $0.00 $0.00 $0.93 $0.00 $0.00 $0.93 $0.00 $1.20 $0.93 $0.93. $0.00 $0.00 $0.93 $0.00 $0.93 1. In the experiment row, click the bid you want to adjust. 2. Add or subtract a percentage from the control bid to set the experimental bid. To make adgroup bid changes, follow the same procedure from the Ad Groups tab.
Step 2: Make experimental changes Example: Making a keyword to run only in the control split. Click the split you want the keyword to run in. 39
Step 3: Evaluate results Arrows indicate whether experimental values differ from control values. More arrows means greater confidence that differences are due to your changes. 40 $0.50 8249 5.71% $233.64 471 $0.00 $0.00 $0.92 No statistically significant difference between experiment and control (<95% probability of a difference). The experiment metric is greater than the control (95% probability). $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 5.34% $0.54 1.8 66 $35.53 $0.92 1237 $0.00 $0.00 $11.25 $0.92 $0.43 2.1 4.29% 606 26 $0.61 6.34% $24.27 1.6 40 631 $1.10 The experiment metric is greater than the control (99.9+% probability). Probability that experiment and control groups are different 99.9% 99% 95% <95% 1 A statistically significant difference is unlikely to have occurred by chance. More up arrows adjacent to a metric means greater certainty that a difference between the control and experimental campaign is the result of deliberate changes you’ve made rather than random chance.
Step 4: Accept or delete changes Keep or discard experimental changes with a single click. To apply all experimental changes, click here. To discard experimental changes, click here. 41
Location Extensions Basics Transform your text ads into local ads Dynamically associate your ads with relevant business addresses Ads show with addresses on Google.com and Google Maps, and without addresses on the Search and Content Networks.
Location extension on Google Address appears as the 5th line of ad text Location extension ad on Google Maps Image or icon can appear with ad Location Extensions Appearance
Location Extensions – Now on Mobile Customized ad icon Location extensions ads Local listings
51 What is Ad Sitelinks? Ad Sitelinks is a new feature of AdWords that allows you to extend the value of your existing AdWords ads by providing additional links to deep content within your sites. Examples of Ad Sitelinks format:
52 Increase your profitability By giving users more specific landing page options, you get more highly qualified traffic and increase your overall conversion rate. When landing pages are more narrowly targeted to a user’s current interest they are less likely to get lost on your site and more likely to turn into a sale. Landing Page Ad Creative
53 Getting started is easy You can get started with Ad Sitelinks with just a few clicks. No need to create new campaigns or ad groups, update your keywords or change your ad text.
Visit the campaign settings tab in your account and edit the ‘Show additional links to my site’ option under ‘Ad extensions’
AdWords will automatically display up to 4 of them when they are relevant to a user’s search query.
Product Ads 54
Product Ads for online retailers 55 Product Ads allow you to connect with the millions of users searching on Google.com for the products you offer. With product ads, users can see the exact products you offer before they even reach your site, which leads to higher quality leads, better conversion rates, and higher ROI for your search ads.
Product Ads provide greater visibility 56 Extensions are shown in an expandable plusbox under text ads on both the top and right hand side of the page Listings are a standalone format and are always shown on the top right hand side of the page.
Multiple formats to fit your needs 57 Product Ads offers both an extensions format that works with your existing keyword-targeted text ads, and a new standalone listings format that requires no keywords or ad text. Extensions Listings Format Format Targeting Targeting Keyword Targeting Product Targeting BiddingPricing BiddingPricing CPA%* CPC CPC *CPA pricing available by invitation to a limited number of advertisers