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What You Need To Know About New AdWords Features


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In this presentation, Hanapin Associate Director of Services Jeff Baum and Optmyzr’s CEO Frederick Vallaeys will walk you through the new AdWords tools and show how you can use them to optimize your accounts.

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What You Need To Know About New AdWords Features

  1. 1. #thinkppc &HOSTED BY: What You Need To Know About New AdWords Features
  2. 2. #thinkppc Presenters • Frederick Vallaeys – Founder of Optmyzr – PPC Hero Blogger – @siliconvallaeys • Jeff Baum – Associate Director of Paid Search at Hanapin Marketing – PPC Hero Blogger – @jeffbaum71
  3. 3. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions.
  4. 4. #thinkppc 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
  5. 5. #thinkppc Ads with 140 characters see big improvements in CTR according to Google Expanded Text Ads +100% CTR +92% CTR
  6. 6. #thinkppc How to handle all the work?!?!
  7. 7. #thinkppc Use AdWords Editor to export current text ads with new columns for the new fields Create Expanded Text Ads in Editor
  8. 8. #thinkppc ● Add text for the new fields in Excel, Google Sheets, or AdWords Editor ○ Headline 2 ○ Path 1 and Path 2 ○ Final Mobile URL Creating Expanded Text Ads
  9. 9. #thinkppc Using Scripts: Create Expanded Text Ads in Scripts
  10. 10. #thinkppc Meta Title: Leading AdWords Optimization Solutions and Automated Tools | Optmyzr Meta Description: Optmyzr gives advertisers and agencies tools to automate PPC account management. Our One-Click Optimizations™, Data Analysis and Reporting solutions will save you hundreds of hours each month. Find out why we won the award for the best PPC management software at the US search awards. H1: OPTMYZR Script Uses SEO Data Extracts Meta Data Adjusts for character limits Upload to AW Editor
  11. 11. #thinkppc Creating Expanded Text Ads
  12. 12. #thinkppc Do NOT assume Expanded Ads are better by default! Time To Find Your Winners
  13. 13. #thinkppc Do NOT assume Expanded Ads are better by default! A/B Testing Legacy vs ETAs
  14. 14. #thinkppc The usual considerations for ad testing still apply: 1. Compare brand and non-brand separately 2. Compare when ads showed in similar location on page (top vs bottom) 3. Compare ads that got roughly the same number of impressions 4. Compare performance on different devices New questions we should answer: 1. Are ETAs better than legacy ads? I.e. do we switch off legacy ads now or later? 2. Which ETA has the best performance? 3. Do different ad formats win on different devices? E.g. the legacy ad wins on mobile but the ETA wins on desktop. A/B Testing Questions to Ask
  15. 15. #thinkppc Legacy Ads for Mobile ● Test mobile preferred ads separately from regular ads Expanded Text Ads for Mobile ● Pick the most important device and optimize for this ● Use a mobile landing page There are NO Mobile Preferred ETAs
  16. 16. #thinkppc ● OPTMYZR.COM ○ using the 2 automated methods we described ○ +26% better CTR with 95% confidence Merkle RKG Data ( Results of ETAs so Far
  17. 17. #thinkppc GDN Responsive Ads
  18. 18. #thinkppc What Are GDN Responsive Ads? ● GDN version of Expanded Text ads. ● Ads automatically adjust their size, appearance, and format to fit available ad spaces. ● This means ads can appear as native, text, or image ads depending on advertisers content and screen sizes.
  19. 19. #thinkppc GDN Responsive Ads: How Do They Work? ● Enter assets (headlines, images, landing page, business name) and Adwords automatically generates the ads. ● Adwords suggests images based on your landing page. ● Logos and other specific assets can be uploaded to further control branding and messaging.
  20. 20. #thinkppc GDN Responsive Ads Specs
  21. 21. #thinkppc How To Set Up GDN Responsive Ads ● Click into ad group then click the ‘ads’ tab ● Click red ‘ad’ button ● Click ‘Responsive ad’ From the drop down menu.
  22. 22. #thinkppc How To Set Up GDN Responsive Ads
  23. 23. #thinkppc Sample GDN Responsive Ad Styles
  24. 24. #thinkppc • Start testing Expanded Text Ads now, there are quick ways to get tests started. • Don’t stop using legacy ads as they may still perform better. • Try to find the Expanded Ad that beats legacy ads on all devices. • Responsive Ads can fill critical coverage gaps on GDN. • Start rethinking your testing strategy and tactics. There’s more elements available to test. Key Take Away
  25. 25. #thinkppc Starting Sept 12, 2016, keywords with not enough data will show a QS of ‘--’ Upcoming Changes to Quality Scores
  26. 26. #thinkppc Previously keywords with insufficient data defaulted to a QS of 6 Upcoming Changes to Quality Scores
  27. 27. #thinkppc • You will gain better insight into your true QS. • There should be no change in your Ad Rank or CPC • Put in place QS tracking before Sept 12th if you want to see the impact of this change on your account. Key Take Away
  28. 28. #thinkppc Converted Clicks: Why is it going away? ● Metric’s being retired by 9/21/16. ● Converted clicks only reflect clicks leading to at least one conversion. ● Conversion path has grown in sophistication
  29. 29. #thinkppc Converted Clicks: What You Need to Know ● ‘Conversions’ metric more flexible. ● Cross device conversions automatically included in the ‘conversions’ count starting 9/6. ● Count conversion types you deem important. ● Flexibility to better measure all touch points.
  30. 30. #thinkppc Converted Clicks: What You Need to Know
  31. 31. #thinkppc Converted Clicks: Bidding Ramifications ● Bidding will be based off ‘conversions’ metric. ● Automated bidding will be affected. Wait 2 weeks before updating eCPC or Target CPA bids. ● Conversion value.
  32. 32. #thinkppc How To Set Up Conversion Actions
  33. 33. #thinkppc How To Set Up Conversion Actions
  34. 34. #thinkppc How To Set Up Conversion Actions
  35. 35. #thinkppc How To Set Up Conversion Actions
  36. 36. #thinkppc Enhanced Campaign Update
  37. 37. #thinkppc Enhanced Campaigns: Current Functionality ● ‘Desktop first’ mentality ● Base bids are assigned to desktops. No ability to optimize tablets. ● Mobile bidding based on a bid modifier. ● Can’t manage keywords by device. ● Mobile specific ads
  38. 38. #thinkppc Enhanced Campaigns: The Update ● Base bids by any device. ● Bid modifiers will range from - 100% to +900% when the updated functionality rolls out. Current max bid modifier is +300%. ● More flexibility to ‘go granular.
  39. 39. #thinkppc Enhanced Campaigns: The Update ● Device specific campaigns are back! ● Device specific keywords and ads. ● Device specific strategies and intents.
  40. 40. #thinkppc Enhanced Campaign: Current Structure
  41. 41. #thinkppc Sample of a Device Specific Campaign
  42. 42. #thinkppc ● Twitter: #controlyourbidmodifiers Beware Out-of-Control Modifiers
  43. 43. #thinkppc ● Free AdWords Script to generate a Google Sheet with your real bid ranges for every keyword: much-youre-bidding-253266 Script to Calculate Your Bid Ranges
  44. 44. #thinkppc Soon you will be able to set bid modifiers for all 3 device types Turn off a campaign for a device with a - 100% bid modifier Run Different Campaigns Per Device
  45. 45. #thinkppc ● Set the CPC bid based on your primary device ● Set bid modifiers for all other devices Your bids are now ANCHORED to the primary device, in this example, desktop bids Anchoring Your Bids
  46. 46. #thinkppc All bids are dependent on one another… COMPLEXITY When the Anchor Changes … the modifier must also be re-evaluated When the anchor changes...
  47. 47. #thinkppc Set a permanent anchor value… then vary all 3 device modifiers → bids are no longer dependent on what is happening with other devices → To maintain keyword level bids, you now need single keyword ad groups An Alternative desktop mobile tablet some static bid
  48. 48. #thinkppc • Know how modifiers impact your current bid management decisions • Investigate if the introduction of a tablet bid modifier can change your strategy and your account structure • Consider where it makes sense to employ modifiers and where it makes sense to build device specific campaigns. Key Take Away
  49. 49. #thinkppc Offers! A. Get an extra 10% discount on your initial Optmyzr subscription, making it as low as $105 / month B. Get an account analysis by the experts at Hanapin (For accounts spending 15k+/month) C. Both D. No Thanks!
  50. 50. #thinkppc Live Q&A Time!
  51. 51. 24-26 October | etc.venues St Paul’s #HeroConf
  52. 52. #thinkppc Thank you for attending our webinar! #thinkppc • Contact us Directly: » Hanapin Feedback: Optmyzr Feedback: