Enhanced campaigns are officially rolled out! Here are a couple ideas on how to strategically take advantage of Google's new(er) conversational search feature.

1. Research: Charlene Veras
Thursday, July 25, 2013

2.  The impact of Enhanced Campaigns is
beginning to be felt, not only from the
perspective of CPC’s but also in terms of the
new opportunities and capabilities for search
marketers
 One of the areas that has been impacted is
Conversational Search

3.  Conversational search has
always been available, but
as of May 2013, users can
click the microphone icon
on their phones or tablets and Google will
repeat the query back and subsequently
provide an answer

4.  Conversational search is
available on the newest
version of Google Chrome
and it is certainly
influencing how search engine marketers
expand their keyword list and manage bids
alongside enhanced campaigns

5.  There’s no doubt that people rely on
smartphones and tablets daily for basic needs
such as finding restaurants, nearby retailers,
local offers, etc.
 Mobile search, along with the use of apps and
mobile websites, has dramatically increased
and continues to upsurge right in line with
technological advances and sophisticated
search engine algorithm updates

6.  According to Google’s “Bid Like a Pro”
whitepaper, upwards of 38% of our daily
media interactions occur on a mobile device.
 Mobile search generates desired outcomes
for local businesses such as phone calls, live
visits and actual purchases.

7.  Since mobile searches typically occur
while users are on the go, we
anticipate and recommend SEMs do
the following in order to be
competitive:

8.  Add long tail keywords, such as “Where
is…”, “Nearest…” “Directions to…”, etc., to their
strategies
◦ Queries beginning with the examples above would benefit clients
who have brick and mortar and physical locations because those
types of queries can lead to store visits, phone calls, and even
purchases.
◦ Since conversational search is still relatively new, Google has not
yet released any updates to its search query reports that would
allow SEM specialists to understand where a users’ query
originated (was it conversational or typed?); however you should
keep this update on your radar.

9.  Apply bid multipliers on location based keywords
within a 5 or 10 mile radius of the actual physical
location of the store front
◦ For example, if you’re running an AdWords account for a retail
store in Park Slope, Brooklyn, a bid multiplier can be set for a
keyword such as “Nearest retail store in Park Slope” within a 5 to
10 mile radius of the store.
◦ Once your legacy campaigns have been upgraded to Enhanced, it
would be beneficial to start off with one bid adjustment
(mobile, desktop, time or location), then based off of learnings
collected from your initial bid adjustment you can apply more.

10. Initial Bid Adjustments for Location Based Keywords
Initial Bid
Adjustment
Keyword Bid Adjustment
Location (all devices) Nearest retail store
in Park Slope
+20%
Mobile Nearest retail store
in Park Slope
+20%
Desktop Nearest retail store
in Park Slope
+20%

11. Testing Opportunities
Initial Bid Adjustment Keyword Bid Adjustment
Location (all devices)
vs. Location (mobile)
Nearest retail store in
Park Slope
+20%
Time (all mobile) vs.
Time (desktop)
Nearest retail store in
Park Slope
+20% during store
hours 9am - 5pm
Time (desktop) Nearest retail store in
Park Slope
+20% during store
hours 7pm – 11pm vs
+20% during store
hours 9am-5pm

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apicker@dacgroup
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