DO ENHANCED
CAMPAIGNS
ACTUALLY
WORK???
#
Larry Kim
WordStream
@LarryKim
#SMX #12D
October 1, 2013
#
Agenda
2
• 100% Original Study for SMX Audience Today
– Do Enhanced Campaigns Work?
Key Assumption Here:
I’m Assuming You’...
Speaker Introduction
3
• Larry Kim
– Founder, CTO, WordStream, Inc.
– Loves AdWords Enhanced Campaigns!
EC’s: The Biggest PPC Disaster That Never Happened
4
Do Enhanced Campaigns Work in an Overall Sense?
If they did, you might expect
to see …
a) Better ad performance
b) Simplif...
EC’s Impact on Click Through Rates
6
• New Features!
– Enhanced Sitelinks
– Extension Management
– Easier to Create Mobile...
Impact on CPCs
• Google Already Reports Changes in CPC
• Q2 2013
– Down 4% vs. Q2 Last Year
– Down 4% vs. previous quarter...
Impact on SEM Workflow
8
• In Theory, Easier to..
– Create Mobile Campaigns
– Adjust Bids for Location, Time & Device
• Wh...
So Do Enhanced Campaigns Work?
9
• YES on Average!
• Note: Definition of average includes (by definition)
values that fall...
CONFIDENTIAL – DO NOT DISTRIBUTE 10
Bonus!! Presentation in a
Presentation:
4 Key Takeaways from Upgrading a
bunch of acco...
Case Study: Local Immigration Law Firm
The Goal
• Generate phone calls to schedule in-
person consultations
CONFIDENTIAL –...
1) Very Typical: Can’t See ROI from Mobile
• Mobile CPA is nearly 50% higher than Desktop
and accounts for just 17% of the...
2) Small Biz Undervalues Mobile Search
• By a 10:1 margin, respondents valued
desktop/tablet clicks over mobile devices
CO...
3) Calls are Worth Way More Than Clicks
• Mobile ads had higher ad positions and higher CTR
at a lower CPC
• The mobile tr...
4) Mobile Ads and ECs are a Huge Opportunity
• This Summer we signed up +600 new clients!!
• WordStream is #184 on the Inc...
Thank You SMX
16
Don’t forget to sign up for a Free Trial of WordStream:
http://www.wordstream.com/ppc-free-trial
Grade Yo...
http://www.slideshare.net/SearchMarketingExpo
#
see more presentations at:
#
Upcoming SlideShare
Loading in …5
×

Do Enhanced Campaigns Really Work? by Larry Kim

17,943 views

Published on

From SMX East 2013 / SearchMarketingExpo.com - Google Enhanced Campaigns: What We Know So Far & Do they really work - A case study by @LarryKim #smx #12.

Slide deck from Larry Kim of Wordstream's presentation of a case study of how well the new Google Adwords enhanced campaigns are performing.

Published in: Business, Technology, Design
  • Be the first to comment

Do Enhanced Campaigns Really Work? by Larry Kim

  1. DO ENHANCED CAMPAIGNS ACTUALLY WORK??? # Larry Kim WordStream @LarryKim #SMX #12D October 1, 2013 #
  2. Agenda 2 • 100% Original Study for SMX Audience Today – Do Enhanced Campaigns Work? Key Assumption Here: I’m Assuming You’re Familiar With the Mechanics of Enhanced Campaigns
  3. Speaker Introduction 3 • Larry Kim – Founder, CTO, WordStream, Inc. – Loves AdWords Enhanced Campaigns!
  4. EC’s: The Biggest PPC Disaster That Never Happened 4
  5. Do Enhanced Campaigns Work in an Overall Sense? If they did, you might expect to see … a) Better ad performance b) Simplified Campaign Management Lets See What The Data Says! 5
  6. EC’s Impact on Click Through Rates 6 • New Features! – Enhanced Sitelinks – Extension Management – Easier to Create Mobile Campaigns – etc. • What’s the Impact on CTR?
  7. Impact on CPCs • Google Already Reports Changes in CPC • Q2 2013 – Down 4% vs. Q2 Last Year – Down 4% vs. previous quarter • Q2 2013 – Down 6% vs. Q2 Last Year – Down 2% vs. previous quarter CONFIDENTIAL – DO NOT DISTRIBUTE 7
  8. Impact on SEM Workflow 8 • In Theory, Easier to.. – Create Mobile Campaigns – Adjust Bids for Location, Time & Device • What’s the Impact on Time Spent in Account?
  9. So Do Enhanced Campaigns Work? 9 • YES on Average! • Note: Definition of average includes (by definition) values that fall above and below the average.
  10. CONFIDENTIAL – DO NOT DISTRIBUTE 10 Bonus!! Presentation in a Presentation: 4 Key Takeaways from Upgrading a bunch of accounts to EC’s Larry Kim Founder & CTO, WordStream, Inc. October 1, 2013
  11. Case Study: Local Immigration Law Firm The Goal • Generate phone calls to schedule in- person consultations CONFIDENTIAL – DO NOT DISTRIBUTE 11
  12. 1) Very Typical: Can’t See ROI from Mobile • Mobile CPA is nearly 50% higher than Desktop and accounts for just 17% of the conversions CONFIDENTIAL – DO NOT DISTRIBUTE 12
  13. 2) Small Biz Undervalues Mobile Search • By a 10:1 margin, respondents valued desktop/tablet clicks over mobile devices CONFIDENTIAL – DO NOT DISTRIBUTE 13
  14. 3) Calls are Worth Way More Than Clicks • Mobile ads had higher ad positions and higher CTR at a lower CPC • The mobile traffic converted at a 3x higher rate for about 1/3 the cost CONFIDENTIAL – DO NOT DISTRIBUTE 14
  15. 4) Mobile Ads and ECs are a Huge Opportunity • This Summer we signed up +600 new clients!! • WordStream is #184 on the Inc. Magazine Fastest Growing Private Company in America. How? CONFIDENTIAL – DO NOT DISTRIBUTE 15
  16. Thank You SMX 16 Don’t forget to sign up for a Free Trial of WordStream: http://www.wordstream.com/ppc-free-trial Grade Your AdWords Account Today http://www.wordstream.com/google-adwords Or contact me directly: Larry Kim lkim@wordstream.com http://twitter.com/larrykim
  17. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: #

×