Recent Updates from AdWords and Bing Summer 2014
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This is a presentation I did for an SEMpdx event. It covers changes in AdWords and Bing in the summer of 2014
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Recent Updates from AdWords and Bing Summer 2014
- 1. PPC Updates Summer 2014 Ryan Campbell – @_ryancampbell
- 2. Agenda AdWords • Migration from PLA’s to Shopping campaign • Display Select • Close variant setting update Bing • Interface Changes • URL auto tagging • Bing enhanced campaigns
- 7. Close Variant Setting Keyword: snack pack Query: snack pack
- 8. Close Variant Setting Keyword: snack pack Query: snack packs Query: snack pak
- 9. AdWords Default Network Settings
- 11. Search Network with Display Select
- 12. Site Links Site Link Options Dynamic Site Links
- 13. Sitelinks Increases CTR on average 10%
- 15. Site Links Site Link Options Dynamic Site Links
- 17. Bing URL Auto Tagging
- 19. URL Auto Tagging
- 20. Bing Enhanced Campaigns Old New
- 21. @_ryancampbell
- 22. Appendix • Google shopping – RKG blog post: http://www.rimmkaufman.com/blog/google-shopping-campaigns- overview/26062014/ • Close variants – Larry Kim quote: http://searchengineland.com/farewell-pure-exact-match- google-will-soon-force-campaigns-close-variants-enabled- 200615 – Matt Umbro study: http://www.practicalecommerce.com/articles/66088-Demystifying- Google-AdWords-Keyword-Variants • Site links – Larry Kim quote on site links: http://www.wordstream.com/blog/ws/2014/07/25/dynamic-sitelinks
Editor's Notes
- https://www.youtube.com/watch?v=uMtkiS1SU_c
- Changes in making management easier Shopping rolled out in Feb 2013 and Google auto migrated everybody at the end of August Biggest Changes You can now manage products similar to keywords and get full transparency into accumulating spend and resulting in sales and optimize by custom labels like brand
- May 2012 Google updated to give users the option I’d suggest this change is negligible The best article I’ve found said that if accounts had this option turned off they could have last 8% of conversions and revenue This change will allow us to focus on strategies that offer much bigger gains like ad copy and landing page testing Instead of compiling long keyword lists
- May 2012 Google updated to give users the option I’d suggest this change is negligible The best article I’ve found said that if accounts had this option turned off they could have last 8% of conversions and revenue This change will allow us to focus on strategies that offer much bigger gains like ad copy and landing page testing Instead of compiling long keyword lists
- May 2012 Google updated to give users the option I’d suggest this change is negligible The best article I’ve found said that if accounts had this option turned off they could have last 8% of conversions and revenue This change will allow us to focus on strategies that offer much bigger gains like ad copy and landing page testing Instead of compiling long keyword lists
- The main problem is, these networks target users in two completely different scenarios. Not to mention, since metrics across each network are combined, it is challenging to assess how each is performing
- The main problem is, these networks target users in two completely different scenarios. Not to mention, since metrics across each network are combined, it is challenging to assess how each is performing
- Increases CTR and inversely quality score You control the text and links
- See, even though clicks on dynamic sitelinks are free, they do cause an increase in ad headline click-through rates (CTR) of around 10 percent on average Only about 30 percent of small business advertisers (companies spending less than $5,000/month on AdWords) use sitelinks. There are a lot of benefits to using them, yet adoption has been fairly slow because it takes additional work to set-up. Clicks are free on these links
- Just like science your able to measure results in marketing and step one is tracking
- If you currently have campaigns that target desktops and laptops, but not tablets, you should be prepared to start receiving traffic from tablet visitors starting in September of 2014. You should take this time to ensure your sites work well on tablets and to prepare your campaign structure or bidding strategy as necessary. Similarly, if you have campaigns that target only tablet devices, you should be prepared to start receiving traffic from visitors on desktops and laptops in September of 2014. Advertisers who are already using bid modifiers on tablets should be aware that the allowable range will be adjusted to +300% to -20% which means any bid modifiers that are currently below -20% will be set at -20%.