The webinar discusses new Google ad formats like Sitelinks, Product Extensions, and Product Listings that can help drive more traffic and conversions. It also provides best practices for using the content network, international PPC campaigns, and geo-targeted campaigns. The presentation emphasizes the importance of staying up to date on new features by working closely with Google AdWords reps and testing new formats early.

1. Advanced PPC
Frank Coyle – President
Lisa Sanner – Senior Client Manager
Mar 18, 2010

2. Webinar Logistics
• Being recorded
• Email with link will be sent out later this
week
• Ask questions throughout

3. About Point It
Presentation Agenda
• Launched in April 2002
• Seattle’s largest independent
search marketing firm
• PPC & SEO
• $50 MM in managed media
• 12 team members, 40+ yrs of
SEM experience
• Servicing clients across all
verticals and revenue models

4. Agenda
• New Google Ad Formats
• Content network
• International PPC
• Geo targeting PPC
• Working with the Engine Reps
• Q&A

5. New Ad Formats
Key Points/Findings
• What these ad formats are and how they differ
• Getting the user closer to what they want – think about
conversion metrics
• Eligibility requirements and limitations
• Early results
• Samples

6. New Ad Formats
• Google Sitelinks
• Yahoo Rich Ads in Search
• Google Product Extensions
• Google Product Listings
It’s like gaining shelf space and merchandising your brand products in a grocery store.

7. What are Sitelinks?
Ad Sitelinks is a new feature of AdWords that allows you to attract more users
and move them further down the purchase funnel by providing additional links to
content deeper within your sites.
Example:
Ad Sitelinks format

8. Sitelinks Tips
» Only show on your very *BEST* keywords. (QS>8, T1-3 positions)
- Branded terms or your core KWs
» Run a KW report to see where your ads are likely to show.
» Be concise. Under 15 characters perform best.
» Look at SERPS for these KWs. Consider your SEO listing and links.

9. Tracking and Measurement
Tag Your Links: Tagging your links lets you view the unique performance of
each link in your ad.
SiteLink Description SiteLinkURL
Link 1: Top 10 Gift Ideas http://www.example.com/gifts?sitelink=1
Link 2: Gift ideas for kinds http://www.example.com/gifts?sitelink=2
Link 3: Gift ideas for parents http://www.example.com/gifts?sitelink=3
Link 4: Gift ideas for boys http://www.example.com/gifts?sitelink=4
By tagging your links, you can:
• Test different destination URLs and compare performance
• Test different link text to improve the CTR
No reporting in AdWords Report Center.
Edit only in AdWords UI campaign settings. Not in Editor.

10. Choosing Sitelinks - Segmentation
User Segmentation: Ad Sitelinks can help you segment your users before they
ever reach your site.
Example: Dell used Ad Sitelinks
to segment home and
business users and direct
them to the most relevant
pages for their needs.

11. Choosing Sitelinks - Promos
Seasonal/Limited Time Promotions: You can use Ad Sitelinks to alert users to
timely offers when they search for your brand on Google.com.
Example: Saks used Ad
Sitelinks to advertise
their ‘one day’ event to
users who searched for
their brand.

12. Choosing Sitelinks - MVPs
MVPs (Most Valuable Pages): Ad Sitelinks can let you direct traffic to the most
popular or valuable pages on your site to increase the value of searches for
your brand on Google.com.
Example: QVC used
Ad Sitelinks to easily
direct users to the content
they search for most
often on their site.

13. Choosing Sitelinks – Product Lines
Product Lines: Ad Sitelinks can help you direct users to tailored landing pages
based on the product category they are most interested in.
Example: Priceline used
Ad Sitelinks to direct
users to content specific
to each of their major
product categories.

14. Yahoo Rich Ads in Search
» A lot like Google Sitelinks but with images/video.
» Dominate the first 3 positions on a Yahoo SERP
» Only in beta for select advertisers.
» Must meet spend thresh hold on standard match
brand terms. Yahoo approves keywords and builds.

15. What are Product Extensions?
• Allows you to leverage your existing Google Merchant Center feed to promote
your products with your text ads.
• Users see information about your product, including image, price, and title
• Advertisers are seeing up to 10% increase in CTR
Your product
ad appears
under your
text ad with
a plusbox

16. What are Product Listings?
Product Listing Ads is a new feature of Google that allows you to leverage your
existing Google Merchant Center feed to automatically promote your products
on Google.com
Product ads and Users see information CPA auction on
images appears about your product, Merchant Center
beside related including image, price, and
search results title

17. Product Extensions vs. Product Listings
• Product Extensions:
– Plusbox with images on your text ad
– Adwords campaign Level settings
– Still ppc, bid by keyword, cpc paid by keyword; some metric reporting
– Advertisers can control the targeting for Product extensions and select
offers are most relevant for a user's query. Can include keywords in feed.
• Product Listing Ads:
– Image Ads with price and Merchant name (Google may show multiple
merchants)
– This is an auction just like AdWords but in Merchant Center, not currently
in AdWords at all.
– Bid by CPA or $ amount and Google inserts the listings that are likely to
be the most profitable.
– Google automatically determines which products are most relevant to the
user's query.

18. Content Network
• What it’s really good for
• Tips/Techniques
• Targeting Gmail

19. Using Content Network
“A good hockey player
plays where the puck is.
A great hockey player
plays where the puck is
going to be. ”
• Especially good for new markets or less frequently searched products

20. Using Content Network
• Auto placement (default)
– Google serving on more sites than before
– Seems to be broad associations
– Move to manual placement asap/set up
manual campaigns

21. Auto Placement - Beware

22. Targeting Gmail: Targeted
• Content network driven
• In context advertising, can be hit or miss

23. Targeting Gmail: Untargeted

24. Targeting Gmail
• Mixed results, some good some bad
• If good, move to manual placement
• Otherwise exclude

25. International Accounts Best Practices
• Drive traffic to local websites when possible
Users like to feel “at home” throughout the search
experience
• Build ad campaigns in local language
Ensures reaching the largest population in each country
• Augment with English
Pick up extra traffic by targeting English-speakers
• Leverage MCC for better management
For teams managing multiple country accounts,
convenient access and dashboard view into all accounts
with one login

26. International Accounts
Campaign Tips
 Time Zone and Currency set at Account level
 Languages and Geotargets set at Campaign level.
 Use a country alpha in your display URL so user knows she’s going to a
local language site.
 Ad Copy in Local Language – use Translate tools, then have Language
Specialist review and make sure it is localized

27. International Accounts
Translator Toolkit
Google Translator Toolkit – Can translate a whole campaign or account
easily and quickly, but be careful! http://translate.google.com/toolkit
But remember to localize – don’t just translate!!

28. International Accounts
Ad Copy and KW Tips
Match the language of the creatives to that of the site
1 which is being advertised.
For keywords with multiple spellings, use the most
2 accepted spelling in the ad text
Start with several versions of ad copy in each group on
3 optimized ad serving. Then get it down to 2 and split test
Localize don’t just translate -include all possible
4 variations and spellings, accented and unaccented
keywords.
Start with best general/brand keywords; establish a good
5 CTR then expand with SQR and KW tools.

29. Geo Targeted Campaign Case Study
• 20 locations * two product offerings per location
= 40 business lines to track
• Geo target at the zipcode level
• Same set of keywords in each location
• Phase 1: target an overall CPA
• Phase 2: CPA/product/Geo

30. Geo Targeting
• Target at country,
state, metro, city, zip,
radius, custom

31. Geo Targeting Findings
• Because traffic is low and slow,
sometimes make decisions based on the
aggregate (ad testing)
• Kws don’t perform the same in every geo
• Talk to your sales team and adjust spend
– Telesales closing rate varies by Geo
• Separate landing pages for key geos
• Get very detailed on analysis

32. Managing 20 Geos
• Prioritize the markets
– What are your Tier 1,2,3 geos ?
– Know the sales by geo at the KW level
• Allocate media budget by geo
– Allocate spend based on weekly performance
– If week 2 is always slow, reduce spend
• Know your KW performance by geo
– Kws don’t work the same in every geo

33. 30 Day & 60 Day CPA Analysis
• Only 2-3 Kws really matter per geo
• Look at CPA trends before adjusting bids
• Sometimes being #1 is good

34. Bidding Strategies
• Rule of thumb: bid to position 3-6 ?
• Reality: bid for optimal results

35. Getting the Most from Your Engine Reps
1. MOST impt: Let your reps know your success metrics and objectives.
2. Take time to have a conversation with them every month about new features
3. Talk with them more frequently with account activities. Pick up the phone vs.
email. Request optimization recommendations if something is not performing.
4. Poke around the UI once in awhile. You’ll see new things regularly often before
they are formally “released.”
5. Be informed, willing to learn, and ask questions. Read blogs, social networking,
Inside Adwords.
If you don’t have an Adwords rep, reach out to adwords-support@google.com
Being Advanced about PPC is:
 being knowledgeable about new and dynamic features
smart about your account to know when/when not to test them
nimble enough to try them early.

36. Q&A
lisas@pointit.com
frankc@pointit.com