For more information, visit www.wordstream.com Feeling limited in your time or ability to effectively manage your paid search account? You're not alone! The good news is that WordStream & Hubspot are partnering in this live webinar to show you how new Google AdWords updates - called Enhanced Campaigns - will help make PPC easier for time strapped marketers and business owners. On July 22nd, all Adwords accounts will be upgraded to the Enhanced Campaign format. Make sure you understand the changes, and how they'll help you manage your time and PPC budget more effectively. In this webinar, you'll learn: - Why Enhanced Campaigns are the future of PPC - How to migrate your existing AdWords campaigns before the deadline - How to make the most of new features to save time & money

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Enhanced Campaigns:
How to Make Them Work for You
Larry Kim
Founder & CTO, WordStream, Inc.
Amanda Sibley,
Global Marketing Relations Manager, HubSpot
June 6, 2013

2. Today’s Agenda
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• User Context and Why it Matters
• Introducing Enhanced Campaigns for Search
• Case Study
• Questions & Answers

3. Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #wordstream in your Twitter tweets,
Google+ status updates, etc.
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4. Speaker Introductions
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• Larry Kim
– Founder, CTO, WordStream, Inc.
– Been doing PPC & SEO for 10 Years!
– 5 Years ago, started WordStream!
– We’re the Provider of the AdWords Grader
and the 20 Minute PPC Work Week
• Amanda Sibley
– Global Marketing Manager at HubSpot
– Author of several eBooks on PPC, Social
Media, and Inbound Marketing
– Regular contributor to the HubSpot Blog

5. For the Love of Marketing
Amanda Sibley
Marketing Manager
HubSpot
@amandasibley

6. Let’s learn a little about you….
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7. Live-Poll Question 1
Question: Have you actually upgraded one or more of your
campaigns to AdWords Enhanced Campaigns yet?
#wordstream
a) Yes!
b) Not yet.
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8. Live-Poll Question 2
What do you think of the new AdWords Enhanced
Campaigns #wordstream
a) Love them. Way better than before.
b) Upset about loss of features like device targeting, etc.
c) Indifferent / No opinion yet.
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9. Live-Poll Question 3
What do you value more for your business: Clicks from
Mobile Devices (excluding tablets) or Clicks from
Desktops/Notebooks? #wordstream
a) I value Mobile Clicks More
b) I value Desktop Clicks More
c) I value them the same
d) No opinion
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10. 3 Big Mobile Search Trends
1. Devices are Evolving Quickly!
2. Users are constantly switching between devices
3. New ways are needed to measure advertising effectiveness
This creates a lot of marketing challenges and opportunities!
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11. Understanding User Context
• User Context
– Location
– Time
– Device
• Understanding
User Context =
Better ROI
• How is this
different?
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12. AdWords Enhanced Campaigns
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13. New Bid Management Tools
• Day Parting
• Location Bidding
• Mobile Bidding
Manage your bids across location, time and device —
all within a single campaign!!
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14. Location, Time and Device Bid Management
• Campaign settings have options for location, ad
scheduling and device-based bid adjustments.
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15. Location Based Bid Management
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16. Time Based Bid Management
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17. Device Based Bid Management
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18. New Smarter Ads
• Scheduled extensions
• Enhanced sitelinks
• Customized messages on mobile location
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19. Ads Become User Context-Aware
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20. Ad Extensions Become More Powerful
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21. Ad Extensions Become More Powerful
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22. Advanced Reports for Measuring Mobile ROI
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23. New Phone Call Conversion Type
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24. Four key changes from enhanced campaigns
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1. Campaigns will run across all devices
2. Tablet bidding strategies will be aligned with
desktop
3. Mobile bids will be adjusted at the campaign level
4. Mobile bids fully controlled by advertisers

25. Example 1: Vehicle Parts Supplier
• Huge Seller of Car Parts in
the USA
• How They Sell:
– Online Store
– National Call Center
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26. Current Ad Performance
• Mobile CPA = $2.79, Desktop CPA = $1.95
• Conversions are ~17% mobile, ~75% desktop, ~7%
tablet
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28. Mobile Ad Strategy
• Time: Does better during
business hours.
• Location: Most business
comes from 10 metro areas.
• Device: Display click to call ads
for mobile while call center is
open, push to website and
disable click to call ads when
call center is closed.
• Track: Calls over 3 minutes
indicate a conversion.
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29. Example 2: Local Restaurant
• Time: Evenings and Weekends
do better.
• Location: Great in the city, OK
in the suburbs
• Smart Phone: Display click to
call ads and/or offers when
depending on user context.
• Track: Calls over 60 seconds
indicate a conversion.
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30. Why I am so Excited for Enhanced Campaigns
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31. Community Reaction
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32. Summary
• Enhanced Campaigns
– Aligned with mobile world we live today
– More Power AND Simplicity
– Better ROI on Paid Search!
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33. WordStream PPC Advisor
SaaS platform connects to
existing AdWords or Bing
accounts
Alert driven. New alerts
generated every week.
“Make it so”
20 minutes a week equals
PPC success!
$299/$499/$999/mo
Premiere Support (monthly
check-ins)
Struggling with PPC? Let our software do all the work!
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34. Free Tools - AdWords Performance Grader
One of a kind, free performance
grader
Deep analysis in 8 key performance
areas
Compares businesses to industry
benchmarks
Provides actionable
recommendations
Biggest Insight: Big opportunities for
improvement
Provide your AdWords credentials
Instant Report Card – On Demand
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35. Special Offer
• Are you interested in a live demo to see how
WordStream's PPC Advisor can help optimize
your paid search campaigns?
– Yes!
– No thanks
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36. Your Questions
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Thank you for attending WordStream and HubSpot’s webinar on
Enhanced Campaigns in AdWords. #wordstream
Don’t forget to sign up for a Free Trial of WordStream:
http://www.wordstream.com/ppc-free-trial
Grade Your AdWords Account Today
http://www.wordstream.com/google-adwords
Or contact us directly:
Larry Kim
lkim@wordstream.com
http://twitter.com/larrykim
Amanda Sibley
@amandasibley