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Geeking out on AdWords paid search tactics - Internet Summit 2013

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There are a ton of new ad extensions and campaign settings that can improve the performance of your ads. In fact, using ad extensions and enhanced campaigns are pretty much a requirement at this point. This presentation from the Internet Summit 2013 covers the basics.

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Geeking out on AdWords paid search tactics - Internet Summit 2013

  1. 1. November 14, 2013 Digital East: Digital Ad Strategies Andrew Delamarter Director of Search and Inbound @ADNYCE Geeking out on new AdWords search tactics hugeinc.com info@hugeinc.com 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843
  2. 2. Huge. We help transform brands and grow businesses.
  3. 3. How we’re structured. Founded in 1999 Full-service digital agency 700 employees London. Portland. San Francisco. Los Angeles. Brooklyn. Washington, DC. Atlanta. Rio de Janeiro. Barcelona.
  4. 4. Full-service digital capabilities. Research & analytics. Creative. Studio. •  Focus Groups & Surveys •  Ethnography & Usability Studies •  Social Listening & Trends Spotting •  Website, Social and Campaign Analytics •  •  •  •  •  •  •  •  •  •  Visual Motion Digital Branding Campaign Development Mobile, Emerging & In-Store Digital Copywriting & Editorial Photography Video creation and production Animation & Illustration Production Media. Strategy & planning. Technology. •  Brand Planning & Marketing •  Product Strategy & Business Consulting •  Communications Planning •  Search Strategy (SEO, SEM) •  Discipline Specialists (e.g., CRM, mobile) •  Technical Leadership / Architecture •  User Interface Development •  Mobile & Emerging Platforms •  Social Platforms •  Rapid & Enterprise Development •  Quality Assurance & Deployment User experience. Social engagement. •  •  •  •  •  •  •  •  Content Strategy Information Architecture Interaction Design Mobile Experience Social Strategy Social Media Management Blogger & Influencer Outreach Social Media Campaigns •  Media Planning •  Media Buying •  Campaign Management, Optimization & Analysis •  Media Partnership Development Program management. •  Project Management •  Planning & Roadmap Development •  Resource Management •  Risk Mitigation
  5. 5. AdAge A-List for 2012 Top ten agencies as ranked by AdAge, across all marketing disciplines. Third-largest mobile agency According to AdAge for 2012. Social media agency of the year 2011 and 2012 by OMMA / MediaPost. Most innovative agency for 2012 by Digiday and One of Five for 2011 by Mashable.
  6. 6. Agenda: 1. New AdWords tools. 2. Cool ways to use them.
  7. 7. New(ish) toys in AdWords.
  8. 8. Location extensions.
  9. 9. Location extensions.
  10. 10. Click to call.
  11. 11. Receive  module  on  Facebook  
  12. 12. Sitelinks extensions.
  13. 13. Sitelinks extensions.
  14. 14. Product listing ads.
  15. 15. Product Listing Ads.
  16. 16. Social extensions (G+).
  17. 17. App download extensions.
  18. 18. Receive  module  on  Facebook  
  19. 19. Reviews extensions.
  20. 20. ?
  21. 21. AdWords geekery.
  22. 22. Use Sitelinks for offers. $20 off on $200 purchase offer.
  23. 23. Use Sitelinks to boost conversion on high-volume generic terms. Separate ‘Auto’ From ‘Home’ prospects
  24. 24. Site Location extensions to qualify clicks. •  Great for geotargeting keywords outside of your core area. •  Make sure users see where you are before they click
  25. 25. Feed-driven PLAs becoming dominant PPC retail tactic. Source: RKG Q3 DMR
  26. 26. PLA strategy. •  CPCs are slightly lower on average. •  Optimize pictures •  Keep fully synced with inventory and up to date. •  Break out PLA reporting from Paid Search •  Look for ways to manage holistically with paid search.
  27. 27. Use a custom number for call extensions.
  28. 28. Receive  module  on  Facebook   One number for AdWords
  29. 29. Receive  module  on  Facebook   And another on the Web site.
  30. 30. For better conversion tracking use JavaScript to show a tracking number to AdWords referrals. Put semantic markup on the ‘real’ phone number and address.
  31. 31. G+
  32. 32. Avoid G+ page confusion. •  Verification process creates duplicates. •  Google Places > G+ Local not a smooth transition. Good luck getting social extensions added!
  33. 33. G+ heartache reduction strategy. •  Use a single Gmail address for your brand. •  Unify YouTube, G+, G+ Local, AdWords under single account. •  G+ is buggy. G+ support content is often wrong or outdated. Ask your peers. Wait.
  34. 34. “Enhanced campaigns”
  35. 35. Boost bar, restaurant keywords at dinner time on mobile devices.
  36. 36. Create ‘emergency’ ad groups targeted to mobile devices with a high bid multiplier.
  37. 37. @ADNYC hugeinc.com info@hugeinc.com 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843

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