In this presentation, Matt Umbro, Fred Vallaeys of Optmyzr and Jeff Baum share with you the new AdWords features that you should be implementing right now.

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&HOSTED BY:
New AdWords Features You
Shouldn’t Ignore:
3 Experts Share Their
Secrets

2. #thinkppc
Presenters
• Frederick Vallaeys
– Founder of Optmyzr
– PPC Hero Blogger
– @siliconvallaeys
• Jeff Baum
– Director of Services at
Hanapin Marketing
– PPC Hero Blogger
– @jeffbaum71
Matt Umbro
– Associate Director of
Search at Hanapin
Marketing
– PPC Hero Blogger
– @Matt_Umbro

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Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send
us questions.

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Who is Hanapin?
– 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.

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Our Clients

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&HOSTED BY:
New Ad Extensions that
Optimize Results
Matt Umbro, Associate Director of Search

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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

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Price Extension On Desktop

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Price Extension On Desktop

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Results
*Time frame is 1/1/17 - 3/13/17

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Visual Sitelinks
● Minimum image size is 1280 x 720 px
● Need at least 4 images with 16:9 aspect ratio
● Title can be up to 25 characters and
description up to 50 characters
● No logo, graphic, or text overlays

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Visual Sitelinks

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Results
*Time frame is 1/1/17 - 3/13/17

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Promotion Extension

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Promotion Extension

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Results
*Time frame is 1/1/17 - 3/13/17

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Message Extension

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Message Extension

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Summary
● Price, Visual Sitelinks, Promotion, and Message extensions are the new kids
on the block. Test them if you aren’t already
● These extensions are seeing better CTRs than more traditional ones (ie:
sitelinks, mobile apps, etc)
● Price and promotion extensions are bringing in more conversions than
expected
● Overall headline CTR remains strong with these extensions in place

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&HOSTED BY:
New AdWords Features You
Shouldn’t Ignore:
3 Experts Share Their
Secrets

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&HOSTED BY:
Data Studio,
Ad Customizers
and Scripts
Frederick Vallaeys, Founder & CEO of Optmyzr

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Live Poll Question
How Much Time Do You Spend on Reporting?
#thinkppc
A. Less than 1 hour per month
B. 1-3 hours per month
C. 3-5 hours per month
D. 5+ hours per month

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Topics
3 Things I’m Excited About in AdWords:
1. Data Studio for PPC reporting
2. If-Functions for creating more relevant ads
3. PPC automation with AdWords Scripts

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Avoid Common
Reporting Mistakes
Avoid Common
Reporting Mistakes

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1. Don’t Send Reports Too Soon
Reporting delays in
AdWords
Reporting delays for
Google Analytics
conversions
Conversions that take
a long time to happen
Some
conversions may
take a long time
to happen

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2. Choose Your Visuals Carefully
This table may get someone worked up over bad
performance on tablets
25% worse
than
computers!

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Choose Your Visuals Carefully
The same data
presented
another way
focuses the
reader on the
positives

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3. Averages Lie

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Properly Segmented Data
Some common segments you
should include in reports:
● Brand vs non-brand
● Networks
● Devices
● Hour of week
● Audiences

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4. Send More Useful Reports

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Reporting Is Full of Trade-offs
Automate with a tool to
save time
• Costs Money
Save money and do it
manually
• Costs Time

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Free Tools
• AdWords Campaigns
• AdWords Reports
• Google Analytics
• As of last month, Data
Studio is the newest free
reporting tool from
Google.
Reporting With Data Studio

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Pros and Cons of Data Studio
Pros
• Customizable with different fonts, colors
and layouts.
• White-label with images.
• Create dashboards that are multiple pages.
• Data integrations with Google Products
– AdWords MCC
– Analytics
– Search Console
– YouTube
– BigTable
– generic connectors like MySQL
Cons
• No integrations with Bing Ads, Facebook
Ads and other Google competitors.
• Cannot be white-labeled with a custom
domain.
• Cannot be shared on an automatic
schedule.
• Currently cannot be shared with people
without a Gmail or Google for Work
account (though Google expects this to be
supported eventually).
33

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1. Create an MCC Dashboard
A safe way to share multi-account data

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How to Create the MCC Dashboard

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Data Sources in Data Studio

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2. Spice Up Your Tables

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Customizing a Table - Live Demo

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3. Include Third Party Data

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Option 1: Zapier and App Scripts

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Option 2: Custom Fields

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Calculated Fields

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Count

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Min or Max

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Text Functions: Replace
Remove the word ‘alpha’ or ‘beta’ from the campaign name

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Ad Customizers
Easily Customize Ads For Audiences and Devices

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Customize Ads With Business Data

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Mobile Ads

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If-Functions
If (first possible condition) {
Then do this;
} else {
Do the default thing;
}

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{=IF(device=mobile,show this):show the default}
Mobile Ads Through If-Functions

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Syntax:
{=IF(audience IN(trial signups,hanapin webinar),
Fast Support.):Get a free trial}
Customize Ads By Audience

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Automation With Scripts

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AW Scripts are
pieces of JavaScript code that
can automate tasks in AdWords
on a predefined schedule.
What Are AdWords Scripts?

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Anyone Can Use AdWords Scripts

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Scripts can create reports and make account changes:
• Video Campaigns
• Shopping Product
Groups
• Ad extensions
• Budgets
• Bid Strategies
• Advanced APIs
• Labels
• Reporting API
• Audiences
• Keywords
• Bids
• Ads
• Ad Groups
• Campaigns
• Targeting
• Bid modifiers
What Can Scripts do in AdWords?

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Scripts don’t work with some parts of AdWords:
• Keyword Planner
• Display Planner
• Auction Insights
• Experiments
• Draft Campaigns
• App Campaigns
• Bid Simulator
• Change History
• Campaign Creation
• Billing
• Opportunities
• Reports Tab
What Can’t Scripts Do In AdWords?

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Free Script: Stacked Bidding
Stacked bidding:
Exact $1.00
Phrase $0.80
Modified Broad $0.70
Broad $0.60

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Check for Automatically Added Ads
Our script will email you if the label
for automatically generated ads
shows up in one of your accounts
under an MCC

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&HOSTED BY:
New AdWords Features You
Shouldn’t Ignore:
3 Experts Share Their
Secrets

60. #thinkppc
&HOSTED BY:
New Mobile & GDN
Features That Drive
Performance
Jeff Baum, Director of Services

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Adwords IF Functions: Background

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Adwords IF Functions: Background

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Adwords IF Functions: Background

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Adwords IF Functions: What’s an IF Statement?

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Adwords IF Functions: Targeting

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Adwords IF Functions: Examples

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Adwords IF Functions: Benefits
● Efficiency.
● New A/B testing possibilities.
● Similar to ad customizers without needing data feed.

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Adwords IF Functions: Set Up

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GDN Smart Display Campaigns
● Automated bidding.
● Automated targeting.
● Automated ad creation &
optimization.

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Smart Display Campaigns
● Combines assets,converts into
ads & automatically resizes.
● Automatic targeting.
● Optimize based on best
performing combination of
images & text.

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Smart Display Campaigns
● Giving up manual bidding.
● Giving up device targeting.
● Giving up manual targeting &
ad creation.

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Smart Display Campaigns

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Smart Display Campaigns
● Consider structure.
● Letting system learn.
● Incremental changes.

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Smart Display Campaigns

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Smart Display Campaigns

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Smart Display Campaigns

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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

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Offers!
A. Get a free trial of Optmyzr
B. Get an account analysis by the experts at Hanapin
(For accounts spending 15k+/month)
C. Both
D. No Thanks!

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
Optmyzr Feedback: support@optmyzr.com