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New AdWords Updates to Finish the Year Strong

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Join Optmyzr’s Fred Vallaeys and Hanapin’s Matt Umbro as they take you down the path of all the new and improved features that AdWords has rolled out…and what could be coming next!

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New AdWords Updates to Finish the Year Strong

  1. 1. 1 www.dublindesign.com New AdWords Updates to Finish the Year Strong HOSTED BY:
  2. 2. Presenters • Fred Vallaeys – CEO at Optmyzr – @siliconvallaeys • Matt Umbro – Associate Director of Search at Hanapin Marketing – PPC Hero Blogger – @Matt_Umbro
  3. 3. – Run the world’s most popular PPC blog and conference. – We manage and optimize global paid search, paid social, and display programs. – Within 12 months, brands can expect a 250% increase in their growth trajectory. Who is Hanapin?
  4. 4. Our Clients
  5. 5. Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions.
  6. 6. Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
  7. 7. Fred’s Agenda • What happened with the May announcements • New features for Shopping Ads • The New AdWords interface
  8. 8. #thinkppc What Happened With Google Marketing Next Announcements
  9. 9. Custom In-Market Audiences Why this is exciting: Define queries that you think define your in-market segment When is it coming: At the Premier Partners event held September 28th, Google said this would start to become available next month.
  10. 10. Life Event Targeting Why this is exciting: Build awareness about your offer, and target it to the most relevant audience 1. College Graduation 2. Marriage 3. Moving When this will be available: • YouTube since August • Gmail ads since September
  11. 11. Artificial Intelligence for Optimizations
  12. 12. Use a Tool With Even Rotation When running ads on even rotation, don’t forget to prune your losers and start new tests
  13. 13. Data Driven Attribution Data driven requires a lot of data at the conversion action level: > 15,000 clicks > 600 conversions within 30 days
  14. 14. As AdWords becomes more automated, what is our role in PPC? As AdWords becomes more automated, what is our role in PPC?
  15. 15. Accelerated Mobile Pages (AMP) In retail, every extra second of load time reduces conversions up to 20% ● Think in terms of 1 second AMP ads on the display network (these load 5 seconds faster, increasing chance of being seen and being interacted with) Speed is part of ranking and pricing
  16. 16. Historical Quality Score Now in AdWords
  17. 17. Landing Page Tab AdWords is now drawing attention to a critical component of success: the landing page
  18. 18. Easier to Find Winners
  19. 19. Find Optimization Opportunities
  20. 20. #thinkppc New AdWords Features for Shopping Ads
  21. 21. Price Benchmarks Lowest price is a big driver of shopping ad clicks.
  22. 22. ★ Size 10 blue sneaker from Reebok Biddable Product Group ★ Size 11 black sneaker from Nike Biddable Product Group ★ Size 10 red sneaker from Adidas Biddable Product Group ★ Size 9 red sneaker from Nike Biddable Product Group GRIP Structure GRIP: Groups of individual products
  23. 23. What Size Sells Best
  24. 24. Size 10: Reduce bids ★ Size 10 blue sneaker from Reebok Biddable Product Group ★ Size 11 black sneaker from Nike Biddable Product Group ★ Size 10 red sneaker from Adidas Biddable Product Group ★ Size 9 red sneaker from Nike Biddable Product Group Insights by ‘Size’ Attribute
  25. 25. Red ★ Size 10 blue sneaker from Reebok Biddable Product Group ★ Size 11 black sneaker from Nike Biddable Product Group ★ Size 10 red sneaker from Adidas Biddable Product Group ★ Size 9 red sneaker from Nike Biddable Product Group Insights by ‘Color’ Attribute
  26. 26. ★ Size 10 red sneaker from Adidas ★ Size 10 blue sneaker from Reebok ★ Size 9 red sneaker from Nike ★ Size 11 black sneaker from Nike Biddable Product Group No GRIP Structure We must bid the same for all sneakers, regardless of size, color, etc.
  27. 27. What About Insights By Price Range? Say you wanted to find the best performing price range and change bids...
  28. 28. Create a Supplemental Feed
  29. 29. Connect to the Main Feed Set data in supplemental feed Create a feed rule
  30. 30. #thinkppc AdWords “New” Features to Try
  31. 31. Reporting Lightweight reporting with dashboards Alternatives: • Data Studio • Cross platform tools
  32. 32. N-Grams: Words
  33. 33. Opportunities Quick wins for your account
  34. 34. Google tries to make 3 parties happy(ish)... … but you only care about one: advertisers! The Problem With AdWords (if you’re an advertiser) Publishers Users Advertisers A U G
  35. 35. The Problem with Specificity: Advertisers hate when broad match shows their ad on a generic query whereas users actually like this. So what does Google do? Is that really a problem?
  36. 36. #thinkppc Ads & Extensions
  37. 37. Ads & Extensions Write an ad and see how it looks with your extensions
  38. 38. Ads & Extensions Callouts Location Structured Snippets Updates to call-only ads
  39. 39. Ads & Extensions Sitelinks as a list
  40. 40. Ads & Extensions Swipeable sitelinks and in-line callouts and structured snippets
  41. 41. Ads & Extensions Promotion extensions - only available in the new interface
  42. 42. Ads & Extensions Price extensions - utilize on desktop
  43. 43. Ads & Extensions Price extensions - utilize on desktop
  44. 44. Ads & Extensions Showcase Shopping Ads
  45. 45. #thinkppc Miscellaneous
  46. 46. Call Bid Adjustments Adjust bids so call extensions show more or less
  47. 47. Audience Targeting Visual demographic data views
  48. 48. Audience Targeting Household income targeting
  49. 49. AdWords Editor 12.1 • Expanded Dynamic Search Ads • Showcase Shopping Ads • Universal App Campaigns include “In-app actions” goal • First position bidding • Keyword display tools • Bonus - Custom rules
  50. 50. Ad Suggestions
  51. 51. Offers! A. I’d like Optmyzr’s offer of a free 1:1 demo with Fred B. Get an account analysis by the experts at Hanapin (For accounts spending 15k+/month) C. I’d like both D. No Thanks!
  52. 52. Live Q&A Time!
  53. 53. #thinkppc Thank you for attending our webinar! #thinkppc Contact Hanapin Directly: marketing@hanapinmarketing.com Contact Optmyzr Directly: frederick@optmyzr.com Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf

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