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10 Lessons Learned From Enhanced Campaigns So Far
www.ppchero.com We’ve heard the message loud and clear: Google’s Enhanced Campaigns were a hot topic when they were first announced, they were a hot topic during Hero Conf, and they are sure to be a hot topic now, as we slowly approach a time when migrating your accounts will become mandatory. With that in mind, Hanapin Marketing’s Eric Couch and Sam Owen will be going over 10 things they’ve learned from using Enhanced Campaigns so far. Here are just a few of the topics: - What do we know so far about Enhanced Campaigns’ effect on conversion rates? - Is there light at the end of the device segmentation tunnel? - What does Google’s shifting timeline tell us? - And so much more! www.ppchero.com
10 Lessons Learned From Enhanced Campaigns So Far
- 1. #proppc 10 Lessons from EnhancedCampaigns …So Far 05.02.13 HOSTED BY:
- 2. #proppc Presenters • Sam Owen –Account Manager at Hanapin Marketing and Blogger at PPC Hero • Eric Couch – Account Manager at Hanapin Marketing and Blogger at PPC Hero
- 3. #proppc The Topic Lessons fromEnhanced Campaigns … so far • Interesting statistics • Our tips and tricks • Actionable advice
- 4. #proppc Join the conversation •Include the hashtag#proppcin your Twitter tweets
- 5. #proppc Lesson #1 • MobileCompetition Will Increase – Unprepared Competitors – Crowded SERP – Impact on Average Position – Higher Average Cost Per Click
- 6. #proppc Example: Post-Migration MobileStatistics
- 7. #proppc Lesson #2 • Don’tUpgrade Yet – Unfinished Product – Features Are Still Being Added – Example: Ad Group Level Bid Adjustments – Example: Enhanced Campaigns Upgrade Guide – Example: Enhanced Campaigns Upgrade Center
- 8. #proppc Ex: Enhanced CampaignsUpgrade Center
- 9. #proppc Lesson #3 • GeotargetingModifiersAre Pretty Great – It changes but doesn’t replace existing functionality.
- 10. #proppc Lesson #4 • DisplayBids Are Changing – Determine Primary Targeting Method • Keyword, Placement, Topic, Audience – Layered Targeting Methods = Modifiers – Example: Keyword + Topics Combination
- 11. #proppc Example: Keyword +Topics Combo
- 12. #proppc Lesson #5 • Googleis Focused on Small Business – #pizza – Use Cases Are All Focused on Simplification – AdWords “Too Complex” For Casual User? – Large Accounts Are Not The Focus – Example: Enhanced Campaigns Upgrade Guide
- 13. #proppc Ex: Enhanced CampaignsUpgrade Guide
- 14. #proppc Lesson #6 • YourMobile Audience is Bigger Than Expected – Be wary of turning on Mobile full flow if you haven’t been using it as much – Watch out for CPA spikes / improvements in week 1 – Be responsive if you are wanting to do more mobile now
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- 16. #proppc Lesson #7 • ResponsiveDesign Is Becoming a Necessity – Sites that auto detect device & resolution – Enhanced Campaigns Is Google’s push for this to become standard – No Tablet Segmentation
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- 18. #proppc Lesson #8 • NewSitelinks are great – Or at least they will be when Editor is upgraded – Mobile specific Sitelinks – Specific time of day – Data on individual sitelink level – Ad Group level
- 19. #proppc Ex: New SitelinkBuilder
- 20. #proppc Ex: New SitelinkReporting
- 21. #proppc Lesson #9 • Bidmanagement just got a whole lot more confusing – Overlapping multipliers • Geographic • Time • Device • Display Targeting Method – Less transparency with what your bid is
- 22. #proppc Ex: Multiple bids/ Keyword
- 23. #proppc Lesson #10 • Peopleare angry – Lots of dissatisfaction at Hero Conf – Google didn’t give us enough time – The product isn’t ready! – No mobile only campaigns – Tablet included with Desktop
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- 26. #proppc Your Questions? Thank youfor attending Hanapin Marketing’s webinar about Enhanced Campaigns • Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $15K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up • Or Contact us Directly: • Webinar Feedback: marketing@hanapinmarketing.com