1. Google…You So Silly
What’s new with Adwords (or what should we expect to
Director of Acquisition Marketing
(day / month / year)
February 23, 2011
I skipped all the basic stuff – account
structure, best practices, formulas, bidding
If you want any of that stuff, hit me up after
the presentation (email@example.com).
For now let’s get all sorts of crazy and move
on to the latest Adwords developments
and get a bit more advanced.
5. What’s Google investing time into?
1. Ad formats
2. Display network
4. Opportunities tab
5. Automated bidding
6. 1. Ad Formats
Longer headlines – Increase chances by formatting first
line with full sentence
Enhancements to ad sitelinks – historical performance
Search ad display URL changes
Product ads (Product listing ads & extensions)
Why are they doing what they are doing?
Fight ad guideline abusers
Increase CTR (they only get paid when they click people)
Doing the quality score adjusting for us
(ding, ding, ding) User data research for future vertical search experience/advertising opportunities
7. 2. Display Network
Simplifying – bye bye default bids
New contextual targeting tool – use
it, no really.
Display campaign optimizer
Updated display ad builder
Updated display resources
8. 3. Remarketing
Target people that have visited
your site or a section of your
Show them related ads on other
sites in Google Display Network
conversions by keeping your
brand/service front of mind
9. 4. Opportunities Tab
First page CPC notifications
Ideas & increased export options
Stop management paralysis
Keep expanding w/o outside tools
Data dumps for research purposes
10. 5. Automated Bidding
Change budgets, increase
bids, decrease bid, create
rules for ad groups, ads, etc…
When to use:
- Transitioning managers
- During holidays
- For promos
- Optimize for performance
- When you get sick of staring at PPC
- When your client doesn’t have time
- Whenever you want.
11. So there you go. You all have a few fun things to check out.
Now for the bonus round.
12. Bonus # 1:
• Local extensions
• Local extensions make over (multiple locations)
• Promoted places (WTF?! #awesomeness)
13. Bonus # 2:
• Mobile ads launches forever ago
• Set ads to just serve mobile devices
• Manage your Adwords campaigns on your mobile
• Preview what your ads are going to look like on
specific mobile devices
• Holding mobile webinars & building out resources
• Keyword tool enhancements just for mobile devices
• Click to call phone extensions (location & phone)
14. General things we are seeing & what it means:
Customization –already seen this with the new layout options, new
bidding options, new advertising strategies
Campaign set up tools– ad preview tool as an example, want us to
succeed rather than force us to refine (hello opportunity!)
Improved targeting – geotargeting, dayparting in analytics, they want
us to increase ROI month over month – they know we have other
More customer support – auditing, consultation, etc. Webinars,
videos, feedback, etc. Hand holding for those who want it.
15. When we say “advertising on Adwords” in 2011 we mean:
(1) Contextual targeting
(2) Beyond the initial search intention
(3) Lower barrier to entry
(4) Automated management
(5) More pressure on us – attribute everything. E.v.e.r.y.t.h.i.n.g.
“Social search advertising?” Yeah expect it.