Google Enhanced Campaigns: 4 Use Cases for SMB Advertisers [Webinar]


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In this webinar, WordStream's Founder and CTO Larry Kim is joined by two of Google's experts on Enhanced Campaigns to explore four ways you will benefit from the new AdWords features. The panel discusses the specific features, value, and performance reporting available using four distinct use cases and examples.

You'll learn why and how to use:

- New Offer Extensions
- Mobile App Promotions
- Day parting & Location Targeting
- Mobile Sitelinks & Mobile Ad Formats

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Google Enhanced Campaigns: 4 Use Cases for SMB Advertisers [Webinar]

  1. 1. CONFIDENTIAL – DO NOT DISTRIBUTE 1Webinar:Google Enhanced Campaigns:4 Use Cases for SMB AdvertisersLarry Kim, WordStreamSher Khan, GoogleHruthika Charan, GoogleApril 24, 2013
  2. 2. Today’s Agenda2• Enhanced campaigns product overview• Offer extensions• Upgraded sitelinks• App extensions• Case Study: 4 takeaways from upgrading accountsto Enhanced Campaigns
  3. 3. Take Part in Live Blogging on Twitter / Google+• Include the hashtag #wordstream in your Google+ statusupdates,Twitter tweets,, etc.3
  4. 4. Speaker Introductions #wordstream4• Larry Kim– Founder, CTO, WordStream, Inc.– Been doing PPC & SEO for 10 Years!– Today we’re an industry-leading provider of aPPC Management Platform and KeywordResearch Tools• Sher Khan– Strategic Partner Manager, Google• Hruthika Charan– Account Strategist, Google
  5. 5. Let’s learn a little about you….CONFIDENTIAL – DO NOT DISTRIBUTE 5
  6. 6. Poll Question 1: Have you actually upgraded one or more ofyour active campaigns to Enhanced Campaigns?6a) Yes!b) Not Yet
  7. 7. Poll Question 2: What do you value more for your business: Clicks fromMobile Devices (excluding tablets) or Clicks from Desktops/Notebooks?7a) I value Desktop/Tablet clicks moreb) I value Mobile clicks morec) I value them the samed) No opinion
  8. 8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8Consumer insights and theevolving digital landscape
  9. 9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9We connect at any time, from anywhere, using avariety of devices
  10. 10. Google Confidential and Proprietary 10Google Confidential and Proprietary 10Theres a lot for marketers to consider...Devices are evolving quickly, with a growinglist of form factors and capabilities.People are constantly switching betweendevices, using the one that works best for wherethey are and what they are trying to do.Device evolution and changes in consumerbehavior present new ways to measureadvertising effectiveness.
  11. 11. Google Confidential and Proprietary 11Google Confidential and Proprietary 11More relevance to peoples intent and theircontext, at exactly the moments that matterThese changes will mean better results for advertisersDeviceTimeLocation
  12. 12. Google Confidential and Proprietary 12Google Confidential and Proprietary 12Enhanced campaignsproduct overview
  13. 13. Google Confidential and Proprietary 13Google Confidential and Proprietary 13Our new enhanced campaigns will have threeareas of improvementPowerful marketing tools forthe multi-device world.Advanced reports to measurenew conversion types.Smarter ads optimized forvarying user contexts.
  14. 14. Google Confidential and Proprietary 14Google Confidential and Proprietary 14Powerful tools for the multi-device worldAbility to easily manage your bids across locations, time anddevices—all within a single campaignBid adjustments and reporting by:Time Location DeviceMultiple bid adjustmentsKey features
  15. 15. Google Confidential and Proprietary 15Google Confidential and Proprietary 15Smarter ads for varying consumer contextsAbility to show the right creative, sitelink or extension based on usercontext and device capabilities.Key featuresCustomized messages on mobile location:Optimize bids for different locations (e.g., New YorkCity) and near specific places (e.g., within half mileof Joes coffee house).Scheduled extensions: Set extensions to appearonly during certain times of day or on mobiledevices.Enhanced sitelinks: Manage individual sitelinks incustomized ways at the campaign and ad grouplevel.
  16. 16. Google Confidential and Proprietary 16Google Confidential and Proprietary 16Advanced reports to measure new conversion typesAbility to track new conversion types such as calls, digital downloads,in-store purchases and cross device conversions.Key featuresCalls: Count calls as conversions withadvanced call tracking.Digital downloads: Track app downloads asconversions (books and music downloadtracking coming soon).In-store purchases: Measure offlineredemption of saved offers from ad extensions(coming soon).Cross device conversions: Measureconversions that start on one device and finishon another (coming soon).
  17. 17. Google Confidential and Proprietary 17Google Confidential and Proprietary 17Four key changes from enhanced campaigns1. Campaigns will run across all devices Enhanced campaigns will run across all devices, withoptimizations for mobile and elements of user context like location and time of day. Mobile adsrequire special bids, extensions, ad text and headlines and these can be managed from the samecampaign as your desktop ads.2. Mobile bids will be adjusted at the campaign level Bids can be set at the keyword level, but themobile bid adjustment applies uniformly to all the keyword bids in the campaign. It is not possible todesignate different bids at the keyword level for mobile within one campaign.3. Tablet bidding strategies will be aligned with desktop Tablets and laptop devices are rapidlyconverging, and research shows behavior is similar. With enhanced campaigns, tablets do not havea separate bid adjustment independent of default desktop/laptop bids. Your ads will automaticallyshow up on desktop and tablet.4. Mobile bids fully controlled by advertisers Google historically adjusted bid automatically formobile when a campaign targets multiple devices (e.g., desktop and mobile). With mobile bidadjustments, advertisers will have full control of mobile bids, and Google will stop automaticallyadjusting bids.
  18. 18. Google Confidential and Proprietary 18Google Confidential and Proprietary 18Reach your customers with fewer campaignsEnhanced campaigns will allow you to simplify campaign structuresallowing you to save time and resources.Legacy campaign vs Enhanced campaign50 campaignsfor location1 campaign with 50location bid adjustments50 duplicate campaignsfor daypart/sitelinkcombinationsWith scheduledextensions anddayparting100 duplicatecampaigns withmobile bidsand mobiledevice bidadjustments200 campaigns 1 enhanced campaign++2 dayparts (with different storesitelinks based on if the store isopen/closed) and different bids2x2x1 bid per keyword on desktop1 bid per keyword on mobile50 locations with varying bids 50x
  19. 19. Google Confidential and Proprietary 19Google Confidential and Proprietary 19Offer extensions
  20. 20. Google Confidential and Proprietary 20Google Confidential and Proprietary 2023Consumer landscape has evolved and enhancedcampaigns is a platform to capture the opportunity
  21. 21. Google Confidential and Proprietary 21Google Confidential and Proprietary 21Meet Linda,the connected consumer
  22. 22. Google Confidential and Proprietary 22Google Confidential and Proprietary 22Top of mindMultipledevicesSocial sentimentAlwayson the goNew behaviors of the connected consumerConsumers search for products and looking for products or services anytime, fromanywhere, and across devices
  23. 23. Google Confidential and Proprietary 23Google Confidential and Proprietary 23The new purchase pathNon-linear and on multiple devices80% Start their shopping withonline research51% Research online and visita store to purchaseIPSOS/OTX Google Holiday Shopping Intention Survey Wave 1, 2012PWC multi-channel shopping survey, 2011Forrester US Retail Forecast 2009
  24. 24. Google Confidential and Proprietary 24Google Confidential and Proprietary 24Search ties consumer behavior together6 am8 amNoon 3 pm8 pm10 am 6 pm
  25. 25. Google Confidential and Proprietary 25Google Confidential and Proprietary 25Reach consumers at the precise moment of relevance,and drive in store traffic and conversions1Based on search query, offerextensions show in Google searchads on phones in top positionConsumers can click on "getoffer" to use now or save it totheir Google Offers accountOffers can be redeemed right away onphones, or consumers can get a reminders:(1) via email OR (2) via a phone reminderwhen theyre near the store location2 3Hungry For Delicious Burgers?Jakesburgershop.comVisit us today to try our new items and you will be delighted!Save $2 when you visit and spendover $10 – Expires March 14, 2013 Get offer4Your Jake’s Burger Shop Offer isSaved to your Google AccountJake’s Burger ShopJake’s Burger ShopJake’s Burger ShopNote: These screenshots are only indicative and the actual interface could be slightly different
  26. 26. Google Confidential and Proprietary 26Google Confidential and Proprietary 26Drive the right customers to your businessMeasure in-store impact of online promotional spendsTarget and bid differently by your customers’ locations.Bring people looking for products and services online to thestore location
  27. 27. Google Confidential and Proprietary 27Google Confidential and Proprietary 27App extensions
  28. 28. Google Confidential and Proprietary 28Google Confidential and Proprietary 28App Extensions are available to give users the option to visit the app store oryour mobile siteHungry For Delicious Burgers?Jakesburgershop.comAccess our new Menu. Download our Mobile App forFree Today!Android App Download -What if Jake’s Pizza Shop had a mobile app?Start an OrderMenuFind Stores NearbyJake’s Burger ShopJake’s Burger ShopUse this app to get acquainted with our menuand also to place an order online!Note: These screenshots are only indicative and the actual interface could be slightly different
  29. 29. Google Confidential and Proprietary 29Google Confidential and Proprietary 29Mobile apps represent an exploding opportunityThere are hundreds of thousands of apps available and 35 billion appsdownloaded from iTunes App Store and Google Play.APPSTORE NEWSApp marketplaces are clutteredwith many apps to choose from,and mobile search and displayare ideal channels foradvertisers to promote theirapps and drive downloadsMobile display campaigns allowcustomers to accrue a large amountof downloads in a short period oftime and benefit from ecosystemdynamics like improving the app’sranking in the respective app stores.Mobile search campaignsallow customers to reachusers who have expressedintent in downloadingyour app
  30. 30. Google Confidential and Proprietary 30Google Confidential and Proprietary 30Promoting your app with enhanced campaignsDriving digital downloads of apps is made easier withenhanced campaigns.New “App/Digital content ad”template available in enhancedcampaigns obtains compatibilityinformation directly from digitalstores (Google Play, App Store)Setting device, carrier and OSsettings are no longer necessary. Weonly serve ads to relevant devices(i.e. ads for an iOS app will not showon Android devices)The app promotion templatewill also pull in informationfrom the store, such as appicon, pricing and countryavailability to make setup assimple as possible
  31. 31. Google Confidential and Proprietary 31Google Confidential and Proprietary 31Upgraded sitelinks
  32. 32. Google Confidential and Proprietary 32Google Confidential and Proprietary 32
  33. 33. INSERT BRADS SLIDES HERE• INSERT BRAD’S SLIDES HERECONFIDENTIAL – DO NOT DISTRIBUTE 33In the Trenches withEnhanced Campaigns:4 Takeaways fromUpgrading accounts toEC’s
  34. 34. Case Study: Vehicle Parts Supplier• Large Seller of Car Parts inthe USA• How They Sell:– Online Store– National Call CenterCONFIDENTIAL – DO NOT DISTRIBUTE 34
  35. 35. Vehicle Parts Supplier: Ad Performance• Mobile CPA is nearly 50% higher than Desktopand accounts for just 17% of the conversionsCONFIDENTIAL – DO NOT DISTRIBUTE 35
  36. 36. #1 Key Learning: Majority of SMB’s UndervalueMobile Search• By a 10:1 margin, respondents valued desktop/tabletclicks over mobile devices (March 21, 2013)CONFIDENTIAL – DO NOT DISTRIBUTE 36
  37. 37. Upgrade Plan• Determine the Value of Mobile• Upgrade 2 Campaigns– Standard Call Extensions + ad schedulingCONFIDENTIAL – DO NOT DISTRIBUTE 37
  38. 38. #2 Key Learning: Great Opportunity to EducateClients on How to Get More From Search• Calls convert 4x higher than Clicks to website• Mobile generates 2x more conversions than wethoughtCONFIDENTIAL – DO NOT DISTRIBUTE 38
  39. 39. Case Study: National Talent Agency• Big Database of Actors andModels• How They Sell:– Online– National Call Center– Offices in a Dozen CitiesCONFIDENTIAL – DO NOT DISTRIBUTE 39
  40. 40. #3 Key Learning: Don’t Forget To Upgrade WhenYou Upgrade to EC’s• Consolidated 100 Campaigns into 50 Campaigns• Leverage Bid Strategies– Evenings and weekends do better– Certain neighborhoods do betterCONFIDENTIAL – DO NOT DISTRIBUTE 40
  41. 41. Case Study: Windows Software Development ToolsVendor• Sells Web programming toolsfor Microsoft windows• How They Sell:– Online Store Only– Free 7 Day DownloadCONFIDENTIAL – DO NOT DISTRIBUTE 41
  42. 42. Response From GoogleCONFIDENTIAL – DO NOT DISTRIBUTE 42“Agree that inability to bidseparately for tablets is a validconcern”“Recommend waiting toupgrade this particular client”
  43. 43. Key Learning #4: Some Customers are Mad• Shifting Allocation to GDN / Remarketing• Try Bing? Bite the Bullet?• Crazy Idea to use Remarketing Lists for Search Ads(RLSA)• Not really sure how things will work outCONFIDENTIAL – DO NOT DISTRIBUTE 43
  44. 44. Summary: 4 Takeaways from Upgrading 100accounts to Enhanced Campaigns1. SMB’s Undervalue Mobile2. Great opportunity to educate clients!3. Don’t forget to upgrade when you upgrade4. Some clients are pretty mad about EC’sCONFIDENTIAL – DO NOT DISTRIBUTE 44
  45. 45. Poll Question 3: I want to start optimizing my paid searchcampaigns! I’d like a free live demo of WordStream PPC Advisor45a) Yes!b) No thanks
  46. 46. Your Questions46Thank you for attending: Google Enhanced Campaigns:4 Use Cases for SMB Advertisers #wordstreamLearn about our services! contact us directly:Larry Kimlkim@wordstream.com
  47. 47. Free AdWords Performance GraderHave you ever wondered how well your Google AdWords Campaignsare really doing? Now you can find out with WordStreams awardwinning AdWords Performance Grader.In just a minute, youll get a custom performance report that includes:• Expert Analysis in 8 critical PPC areas• Comparison to similar PPC advertisers• Recommendations to improve your PPC performanceGet your FREE report today!