Info on Google AdWords and BingAds that equips attendees to improve their online advertising results.

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Advanced PPC Tips
Presented by:
David Szetela
Owner and CEO, FMB Media

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Watch BingAds This Year
• Better parity with AdWords, e.g. Shopping campaigns
• “Content” network gone, but LinkedIn could be a
great display network
• Lots of new features coming

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BingAds New Features
• New ad formats
• Sitelink and Callout extension suggestions
• Account-level extensions
• Dayparting bid adjustments

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BingAds New Features
• Automatic extensions
• Price extensions
• Further out: more automation and more audience
targeting

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Think you Know the Search Query Tool?

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Search Query Tool - Negatives

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Search Query Tool - Negatives

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Search Query - Negatives
• Frequently add negative keywords at the campaign
level
• Very frequently use a broad match, single-word
variation of the exact match phrase depicted

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Search Query Tool - Positives

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Search Query Tool - Positives

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Search Query - Positives
• Almost always, it’s better to add Exact or Modified Broad
match versions of the selected keywords
• Tip:
1. Pull account into AdWords Editor
2. Get Recent Changes
3. Back in the AdWords web user interface, add keywords as Broad
4. Back in AdWords Editor, Get Recent Changes again. The added
keywords will appear highlighted green; change the match type to
Exact

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GDN Negative Keywords
• Often seen when search ad groups are simply copied into
Display campaigns - truly a rookie mistake
• Negative keywords tell AdWords, “Don’t show my ad on any
pages that contain any of these words.”
• Causes very limited reach, since many relevant pages contain
those words
• Easiest fix – just delete negative Display keywords

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New AdWords Automated Bidding Options
• eCPC Changes
• eCPC for Shopping campaigns
• Target Outranking Share
• Target Maximum Conversions

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eCPC Changes
• Removed 30% bid cap
• No bid adjustments necessary except Mobile
• Even though cap is in theory infinite, Google
“promises” that your average CPC will match your
Max CPC

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eCPC for Shopping
• Adjust bid price based on how likely it is that a click
will become a conversion
• Algorithm takes into consideration the difference
between desktop and tablet devices, but not mobile
• Think about whether Target ROAS bidding is better

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Target Outranking Share
• Automatically bids to keep your ads above a
competitor
• AdWords displays a list of competitors; you pick one
• Specify the percentage of auctions you want
modified this way. Higher percentages = more budget

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Target Maximum Conversions
• Spends your entire budget to obtain the maximum
number of conversions
• Check your daily campaign budgets – this automated
bidding will eat it all up
• Decide whether target CPA or ROAS might be more
appropriate

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You Have Attribution Now
• Google Attribution was announced recently
• Allows automated bidding using attribution models based on
a number of “touch points”
• Tools -> Attribution -> Attribution Modeling

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Thanks!
• Free Book
– Give me your business card, or
– Send me an email: david@fmbmedia.com