Deep Dive intoEnhanced CampaignsPreparing for ECCrystal (Anderson) O’NeillSEER Interactivewww.SEERInteractive.com
30 Second Background:• Lead PPC Division at SEER Interactive– AdWords & adCenter Qualified Company– PPC, SEO, Analytics• Began PPC career in 2006– SEO, Media, Analytics & Biz Dev Background• International experience in B2B, B2C, E-comm PPCaccounts & budgets from a few thousand to sixfigures
Getting StartedKnow Your StuffWatch the webinarsRead the blogsRead the upgrade guide
Practice Makes PerfectTest upgrading to EC to get familiar with the steps andoptions: How long it will take you What options you have Where new settings are located How bid adjustments will work
Test Yourself Transition an old campaign Create a test AdWords account/campaignsBe sure to create Desktop and Mobile campaigns topractice merging campaigns Test upgrading with interface and editor
Getting StartedConduct an AuditIdentify which devices campaigns are currentlytargetingIdentify campaign settingsCheck out geo data – need to setup geo bidding?Do you need to transition sitelinks?What about call extensions?Day parting?
Getting StartedConduct an AuditIdentify if you will need to merge campaigns toupgradeDo you have separate mobile, tablet and/ordesktop campaigns?
Create A PlanUse your audit to determine how each campaignwill be upgradedIf you need to merge campaigns 2 importantconsiderations:Primary campaignLongest historyMost statisticsHigher investmentQuality ScoreTry to preserve keywords, ads, landing pages, and devicecombinations to keep QS intact (as much as possible)
Budget The Time5-10 minutes for basic upgradesExample: Desktop only campaign being upgradedUse Editor bulk when you can to save time25-30 minutes for more complex upgradesMerging campaignsCreating mobile only adsImplementing bid adjustments
Don’t Forget DetailsDon’t forget about sitelinks and bid adjustments!Remember they can now be campaign or ad grouplevel25 characters maxDon’t forget youcannot have phonenumbers in ads; Usecall extensions!Bidding – calculatorexample
BudgetingIf you have to merge campaigns, don’t forget tomerge budgets!Tip: Look at budget trends for all old campaignsto determine where to set your Enhancedcampaign budgets
Be ProactiveExplain what Enhanced campaigns areBe prepared for questions! Remember thatclients/stakeholders often have only basic knowledgeof what you doDon’t focus on only thenegatives; Be sure toshare the benefits ofEnhanced campaignsGood opportunity to‘upsell’
Set ExpectationsProactively address how performance may beaffectedIf you had opted out of tablets before due to poorperformance, what will happen now?If you had mobile only campaigns before, and they nowmust run on desktops/tablets, how do you anticipateperformance to be affected?Think about what re-training is neededSeparate campaigns are no longer neededManaging bidding will changeDevice targeting will change
Post Upgrade PlanDon’t set and forget (brand new baby – image?!)Monitor performance closelyKeep an eye out on CPCsKeep an eye out for how your traffic is splittingBudgetsBe proactive in sharing resultsBe proactive in creating plans for optimizing andtesting as you aggregate data
In Summary …Do your researchTest upgradingConduct an auditPrepare your planExecute your planSet expectationsHave a post upgrade plan
Thank you!Ask Me Anything, Anytime:• Twitter: @Crystala• Email: firstname.lastname@example.org