Google AdWords offers a huge amount of features to strengthen your campaign efforts and give you as much data as possible to make the best decisions for your account. However, there’s a lot of data and a lot of different features to try – how do you know which ones are the most valuable? From Search Partners and keyword reports to Auction Insights and Dynamic Search Ads, this webinar recording gives a detailed breakdown on what features you should be using and how they can make the most impact for you as an Account Manager. In the webinar recording, Hanapin Marketing and AdStage experts breakdown the most valuable Google AdWords features, rated on a scale of 1 – 10. You’ll get expert-level PPC tips like: *Using Auction Insights to find competitors to use outrank bidding strategies on *How to receive the ideal conversion volume and cost/converted click at positions 1-3 or lower *Utilizing Dynamic Search Ads as a keyword mining tool Increasing bids on qualified, previous site visitors

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&HOSTED BY:
THE MOST VALUABLE
GOOGLE ADWORDS FEATURES
FOR THE PPC ACCOUNT MANAGER

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Presenters
• Mike McEuen
– Director of Demand Generation
– @lonohead
• Amanda West-Bookwalter
– Senior Account Manager at Hanapin
Marketing.
– @Amanda_WestBook

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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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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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Live Poll Question #2
How do you manage your account(s)?
#thinkppc
a) I’m part of an in-house PPC team.
b) I do all the marketing myself.
c) I work for an agency.
d) I’m a consultant.

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#10 Search Query Reports
At the Ad Group level, pull a Search Query Report

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#10 Search Query Reports
Exclude searches that are not relevant or are not
converting.

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#10 Search Query Reports
Find opportunities for keyword portfolio expansion.
Often opening up new ad groups & copy.

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#9 Ad Extensions
Take advantage of complementary ad extensions to
increase relevance and reality

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#9 Ad Extensions
Think about the mobile experience
● Short, punchy sitelinks
● Click-to-call for service businesses
● Callout extensions that fit the screen properly

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#8 Ad Rotation and Bid Settings
Guiding rules
Optimize for clicks - great for brand new campaigns with no history.
Rotate evenly - great for testing new ad copy into existing ad groups
Rotate indefinitely - full control over ad copy testing
Optimize for conversions - when you have a good base of historic
conversions and performance data. Great for lead gen and e-comm.

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#8 Ad Rotation and Bid Settings
Choose the best ad rotation option based on your
campaign goals & history.

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#7 Exclusion Targeting on GDN
Nix placement burning your budget or showing up on
non-relevant sites

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#7 Exclusion Targeting on GDN
Exclude categories, or specific sites to conserve
budget on high performing placements.

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#6 Labels
Use labels to easily keep track on focuses,
experiments, and workflows

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#6 Labels
Filter by label to reveal subtotal performance views

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#6 Labels
Create auto rules based on labels

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#5 Auction Insights
See competitor data

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#5 Auction Insights
Segment by device or time period

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#5 Auction Insights
Outrank bid strategy

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Live Question
What Google AdWords features do
you consider most valuable for you?
Answer on Twitter using #thinkppc
or use the webinar question box!

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#4 Dynamic Search Ads
Use as a keyword mining tool

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#4 Dynamic Search Ads
Cover gaps for huge ecomm sites

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#3 Compare Time Periods
Compare time periods with performance changes to sleuth
out causes

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#3 Compare Time Periods
Look YoY to pinpoint improvements needed, improvements
that have happened, and seasonal trends

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#2 Search Audiences
Increase bids on more qualified, previous site visitors

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#2 Search Audiences
Use more broad keywords in separate RLSA campaigns

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#2 Search Audiences
Exclude previous converters

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#2 Search Audiences
Exclude previous converters

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#1 Scripts
Reporting, account alerts, housekeeping stuff

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#1 Scripts
Reporting, account alerts, housekeeping stuff

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#1 Scripts
Automate tasks

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PPC Retainers
Need some assistance for your PPC?
We offer on-going and one-time retainers.
Learn More:
http://www.hanapinmarketing.com/ppc-retainers/

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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
AdStage Feedback: marketing@adstage.com