The document summarizes updates to pay-per-click (PPC) campaigns in Google AdWords and Bing in summer 2014. It discusses migrating from product listing ads to Google Shopping campaigns, the new Display Select feature in AdWords, and updated close variant settings. For Bing, it outlines changes to the campaign interface, new URL auto tagging capabilities, and enhanced campaign types. Site link and dynamic site link options are also reviewed that can increase click-through rates by 10% on average.

1. PPC Updates Summer 2014
Ryan Campbell – @_ryancampbell

2. Agenda
AdWords
• Migration from PLA’s to Shopping campaign
• Display Select
• Close variant setting update
Bing
• Interface Changes
• URL auto tagging
• Bing enhanced campaigns

4. Google Shopping Campaigns

5. Google Shopping Campaigns

6. Close Variant Setting

7. Close Variant Setting
Keyword:
snack pack
Query:
snack pack

8. Close Variant Setting
Keyword:
snack pack
Query:
snack packs
Query:
snack pak

9. AdWords Default Network Settings

10. AdWords Network Options

11. Search Network with Display Select

12. Site Link Options
Site Links Dynamic Site Links

13. Sitelinks
Increases CTR on
average 10%

14. Dynamic Sitelinks

15. Site Link Options
Site Links Dynamic Site Links

16. Updated Bing Interface

17. Bing URL Auto Tagging

18. UTM Tracking Codes

19. URL Auto Tagging

20. Bing Enhanced Campaigns
Old
New

21. @_ryancampbell

22. Appendix
• Google shopping
– RKG blog post: http://www.rimmkaufman.com/blog/google-shopping-campaigns-
overview/26062014/
• Close variants
– Larry Kim quote: http://searchengineland.com/farewell-pure-exact-match-
google-will-soon-force-campaigns-close-variants-enabled-
200615
– Matt Umbro study: http://www.practicalecommerce.com/articles/
66088-Demystifying-Google-AdWords-Keyword-Variants
• Site links
– Larry Kim quote on site links: http://www.wordstream.com/blog/ws/
2014/07/25/dynamic-sitelinks