My presentation from the Winning PPC Tactics session at SES London 2013. Content covering Product Listings Ads, Dynamic Search Ads and Enhanced Campaigns.
How to Keep Christmas well in your heart throughout the yearElizabeth English
And so I say to you: God bless us everyone and every loving memory of yore. They make us what we are and remind us, lovingly, of where we have been and the people who have helped us along the way in so very many ways.
Merry Christmas!
Coaching is about performing at your best through the individual and private assistance of someone who will challenge, stimulate and guide you to keep growing
Presentation on our adoption of a Google Mini search appliance at Pittsburg State University from the 2007 Conference on Higher Education Computing in Kansas (CHECK) conference.
How to Keep Christmas well in your heart throughout the yearElizabeth English
And so I say to you: God bless us everyone and every loving memory of yore. They make us what we are and remind us, lovingly, of where we have been and the people who have helped us along the way in so very many ways.
Merry Christmas!
Coaching is about performing at your best through the individual and private assistance of someone who will challenge, stimulate and guide you to keep growing
Presentation on our adoption of a Google Mini search appliance at Pittsburg State University from the 2007 Conference on Higher Education Computing in Kansas (CHECK) conference.
My deck from SES London covers the content creation and marketing process to help marketers understand how to maximise ROI from their content led marketing activity.
Why Failure Needs To Be An Option For All Of Us - Arianne Donoghue - HeroConf...Arianne Donoghue
One of the (many) issues facing us in digital right now is a lack of diversity, including gender where recent stats estimate that only 26% of people working in our industry are women. Something that might be holding women back is a fear of failure and taking risks.
In this session, Arianne will talk about how we should not be scared of failure, and why we should embrace it, using her own history of epic fails as a backdrop. She’ll also give actionable tips and advice to women who are early in their careers – about things they can do to gain confidence, build their networks and make their voices heard.
While aimed at women, this talk is really for anyone who has struggled with confidence and has a fear of failure, regardless of their gender!
Driving Diversity & Success By Reframing Failure - SalesForce Women In Tech N...Arianne Donoghue
One of the (many) issues facing us in digital right now is a lack of diversity, including gender where recent stats estimate that only 26% of people working in our industry are women. Something that might be holding women back is a fear of failure and taking risks. In this session, Arianne will talk about how we should not be scared of failure, and why we should embrace it, using her own history of epic fails as a backdrop. She’ll also give actionable tips and advice to women who are early in their careers — about things they can do to gain confidence, build their networks and make their voices heard.
Why We Should Be Scared Of Google & What We Can Do About It - Arianne Donoghu...Arianne Donoghue
In the last twenty years Google has gone from operating in a garage to a position of unquestionable global dominance. In this session, Arianne will ask whether Google’s monopoly of the World Wide Web is a good thing for the long-term health of the internet.
As advertisers and marketers, what options do we have for alternative advertising channels? And how can we safeguard the future of the World Wide Web, while ensuring it remains fit for purpose for an increasingly diverse user base?
In this session, you’ll learn about the alternative advertising channels you can use in your Search strategy and why these are better than Google.
Why The Way We Track Campaigns Is About To Change Forever - Arianne Donoghue ...Arianne Donoghue
The click is dead, according to some industry commentators. Whether or not that's true, we're entering a time where tracking the results of our digital marketing activity is more complex than it's ever been and it's only going to get more complicated.
In this session Arianne will take you through what you need to know about privacy, browser ad blocking and talk about whether or not it's perhaps the nature of our campaigns that needs to change, rather than how we track them.
Why Failure Should Be An Option For All Of Us - Arianne Donoghue - BrightonSE...Arianne Donoghue
One of the (many) issues facing us in digital right now is a lack of diversity, including gender where recent stats estimate that only 26% of people working in our industry are women. Something that might be holding women back is a fear of failure and taking risks.
In this session, Arianne will talk about how we should not be scared of failure, and why we should embrace it, using her own history of epic fails as a backdrop. She’ll also give actionable tips and advice to women who are early in their careers – about things they can do to gain confidence, build their networks and make their voices heard.
While aimed at women, this talk is really for anyone who has struggled with confidence and has a fear of failure, regardless of their gender!
Save Your Sanity (And Your Job!) With PPC Report Automation - Arianne Donoghu...Arianne Donoghue
Running reports uses up huge amounts of our time - unfortunately it's something machines can do better and faster than us! We should be spending our time on writing commentary, digging into the insights and working on actions. So how can you start automating reports?
In this session you'll discover tools and tips to help you regardless of your workflow - whether you use Excel, Google Sheets or a data visualisation tool such as Google Data Studio. To show you how easy these tools are to use, Arianne will take you through a demonstration of how to use Microsoft's Power BI.
The PPC Automation Revolution Is Coming - Arianne Donoghue - BrightonSEO Apri...Arianne Donoghue
As automation increasingly becomes part of the digital marketing conversation, it can be difficult to know where to start the transition in terms of PPC campaign management. In this session Arianne will take you through different free tools, technology and features you can use to start automating. You’ll also look at tools like Power BI and how these can help streamline reporting, leaving you with more time to focus on the areas where you can add the most value – highlighting, in brief, some of the ways attendees should be looking to spend their time once they’ve embraced automation.
The PPC Robots Are Coming For Your Job - Arianne Donoghue, Leeds Loves Search...Arianne Donoghue
As we head from the Information Age into the Automation Age, the spectre of AI and robots taking our jobs is high in people’s minds.
In this talk, you’ll find out why and where you should be embracing automation and what sorts of things you should be doing to add value where the robots can’t.
Using Tech In Biddable Media To Help You Work Smarter, Not Harder - Arianne D...Arianne Donoghue
As biddable media campaigns become ever more complicated, it can be an ever-increasing challenge to get everything done. In this session Arianne will take you through different free tools, technology and ideas you can use to help you take your biddable campaigns to the next level. You’ll leave the session with solutions you can implement tomorrow to do the mundane work, freeing up your time and your mind for work that can really add value.
IMRG Ecommerce Expo - Moving Towards Audience Focused MarketingArianne Donoghue
Modern shoppers are multi-device by default and they expect high-quality cross-channel experiences however they engage. To support this, marketers need to focus on the audience rather than the individual device they may be using. This presentation from IMRG and Epiphany will look at:
- What audience-focused marketing is and why it’s important
- Multi-device journeys – how shoppers vary their usage and why
- Tips for supporting high quality cross-channel experiences
To Rent Or To Mortgage: PPC vs SEO And Why You Can't Ignore Either - SearchLe...Arianne Donoghue
The debate over whether PPC or SEO is the best way to spend your money is as old as, well, PPC and SEO. In this presentation, we'll explore why the search industry is quite a lot like the housing market and why we might all just have to learn to get along.
Power-Up Your PPC - Get Started With Audiences - BrightonSEO April 2017 - Ari...Arianne Donoghue
While keywords are still hugely important for Paid Search, audiences have become increasingly valuable as a way to target the "right" users. But if you've relied on keywords in the past, where do you start? How do you begin to identify and build out audience profiles and apply those to your campaigns? In this actionable session you’ll find out how to start identifying these audiences and how to apply them in your campaigns across Paid Search.
Moving Towards Audiences in a Keyword-Based World - Friends of Search 2017 - ...Arianne Donoghue
While keywords are still hugely important for Paid Search, audiences have become increasingly valuable as a way to target the "right" users. But if you've relied on keywords in the past, where do you start? How do you begin to identify and build out audience profiles and apply those to your campaigns? In this actionable session you’ll find out how to start identifying these audiences and how to apply them in your campaigns across Paid Search and Paid Social.
Putting The Brand Bidding Debate To Bed - HeroConf London 2016 - ArianneArianne Donoghue
The question of whether or not you should bid on your brand keywords is as old as paid search itself. Discover the answer to the question and get tips for how to react to competitors and work out which are "good" and "bad" terms to bid on.
My deck from SES London covers the content creation and marketing process to help marketers understand how to maximise ROI from their content led marketing activity.
Why Failure Needs To Be An Option For All Of Us - Arianne Donoghue - HeroConf...Arianne Donoghue
One of the (many) issues facing us in digital right now is a lack of diversity, including gender where recent stats estimate that only 26% of people working in our industry are women. Something that might be holding women back is a fear of failure and taking risks.
In this session, Arianne will talk about how we should not be scared of failure, and why we should embrace it, using her own history of epic fails as a backdrop. She’ll also give actionable tips and advice to women who are early in their careers – about things they can do to gain confidence, build their networks and make their voices heard.
While aimed at women, this talk is really for anyone who has struggled with confidence and has a fear of failure, regardless of their gender!
Driving Diversity & Success By Reframing Failure - SalesForce Women In Tech N...Arianne Donoghue
One of the (many) issues facing us in digital right now is a lack of diversity, including gender where recent stats estimate that only 26% of people working in our industry are women. Something that might be holding women back is a fear of failure and taking risks. In this session, Arianne will talk about how we should not be scared of failure, and why we should embrace it, using her own history of epic fails as a backdrop. She’ll also give actionable tips and advice to women who are early in their careers — about things they can do to gain confidence, build their networks and make their voices heard.
Why We Should Be Scared Of Google & What We Can Do About It - Arianne Donoghu...Arianne Donoghue
In the last twenty years Google has gone from operating in a garage to a position of unquestionable global dominance. In this session, Arianne will ask whether Google’s monopoly of the World Wide Web is a good thing for the long-term health of the internet.
As advertisers and marketers, what options do we have for alternative advertising channels? And how can we safeguard the future of the World Wide Web, while ensuring it remains fit for purpose for an increasingly diverse user base?
In this session, you’ll learn about the alternative advertising channels you can use in your Search strategy and why these are better than Google.
Why The Way We Track Campaigns Is About To Change Forever - Arianne Donoghue ...Arianne Donoghue
The click is dead, according to some industry commentators. Whether or not that's true, we're entering a time where tracking the results of our digital marketing activity is more complex than it's ever been and it's only going to get more complicated.
In this session Arianne will take you through what you need to know about privacy, browser ad blocking and talk about whether or not it's perhaps the nature of our campaigns that needs to change, rather than how we track them.
Why Failure Should Be An Option For All Of Us - Arianne Donoghue - BrightonSE...Arianne Donoghue
One of the (many) issues facing us in digital right now is a lack of diversity, including gender where recent stats estimate that only 26% of people working in our industry are women. Something that might be holding women back is a fear of failure and taking risks.
In this session, Arianne will talk about how we should not be scared of failure, and why we should embrace it, using her own history of epic fails as a backdrop. She’ll also give actionable tips and advice to women who are early in their careers – about things they can do to gain confidence, build their networks and make their voices heard.
While aimed at women, this talk is really for anyone who has struggled with confidence and has a fear of failure, regardless of their gender!
Save Your Sanity (And Your Job!) With PPC Report Automation - Arianne Donoghu...Arianne Donoghue
Running reports uses up huge amounts of our time - unfortunately it's something machines can do better and faster than us! We should be spending our time on writing commentary, digging into the insights and working on actions. So how can you start automating reports?
In this session you'll discover tools and tips to help you regardless of your workflow - whether you use Excel, Google Sheets or a data visualisation tool such as Google Data Studio. To show you how easy these tools are to use, Arianne will take you through a demonstration of how to use Microsoft's Power BI.
The PPC Automation Revolution Is Coming - Arianne Donoghue - BrightonSEO Apri...Arianne Donoghue
As automation increasingly becomes part of the digital marketing conversation, it can be difficult to know where to start the transition in terms of PPC campaign management. In this session Arianne will take you through different free tools, technology and features you can use to start automating. You’ll also look at tools like Power BI and how these can help streamline reporting, leaving you with more time to focus on the areas where you can add the most value – highlighting, in brief, some of the ways attendees should be looking to spend their time once they’ve embraced automation.
The PPC Robots Are Coming For Your Job - Arianne Donoghue, Leeds Loves Search...Arianne Donoghue
As we head from the Information Age into the Automation Age, the spectre of AI and robots taking our jobs is high in people’s minds.
In this talk, you’ll find out why and where you should be embracing automation and what sorts of things you should be doing to add value where the robots can’t.
Using Tech In Biddable Media To Help You Work Smarter, Not Harder - Arianne D...Arianne Donoghue
As biddable media campaigns become ever more complicated, it can be an ever-increasing challenge to get everything done. In this session Arianne will take you through different free tools, technology and ideas you can use to help you take your biddable campaigns to the next level. You’ll leave the session with solutions you can implement tomorrow to do the mundane work, freeing up your time and your mind for work that can really add value.
IMRG Ecommerce Expo - Moving Towards Audience Focused MarketingArianne Donoghue
Modern shoppers are multi-device by default and they expect high-quality cross-channel experiences however they engage. To support this, marketers need to focus on the audience rather than the individual device they may be using. This presentation from IMRG and Epiphany will look at:
- What audience-focused marketing is and why it’s important
- Multi-device journeys – how shoppers vary their usage and why
- Tips for supporting high quality cross-channel experiences
To Rent Or To Mortgage: PPC vs SEO And Why You Can't Ignore Either - SearchLe...Arianne Donoghue
The debate over whether PPC or SEO is the best way to spend your money is as old as, well, PPC and SEO. In this presentation, we'll explore why the search industry is quite a lot like the housing market and why we might all just have to learn to get along.
Power-Up Your PPC - Get Started With Audiences - BrightonSEO April 2017 - Ari...Arianne Donoghue
While keywords are still hugely important for Paid Search, audiences have become increasingly valuable as a way to target the "right" users. But if you've relied on keywords in the past, where do you start? How do you begin to identify and build out audience profiles and apply those to your campaigns? In this actionable session you’ll find out how to start identifying these audiences and how to apply them in your campaigns across Paid Search.
Moving Towards Audiences in a Keyword-Based World - Friends of Search 2017 - ...Arianne Donoghue
While keywords are still hugely important for Paid Search, audiences have become increasingly valuable as a way to target the "right" users. But if you've relied on keywords in the past, where do you start? How do you begin to identify and build out audience profiles and apply those to your campaigns? In this actionable session you’ll find out how to start identifying these audiences and how to apply them in your campaigns across Paid Search and Paid Social.
Putting The Brand Bidding Debate To Bed - HeroConf London 2016 - ArianneArianne Donoghue
The question of whether or not you should bid on your brand keywords is as old as paid search itself. Discover the answer to the question and get tips for how to react to competitors and work out which are "good" and "bad" terms to bid on.
Brand Bidding - Is It Right For You? - Benchmark Search Conference 2016 - Ari...Arianne Donoghue
Arianne Donoghue's talk from Benchmark Search Conference 2016 - detailing icelolly.com's brand bidding journey so far and outlining how you can understand whether brand bidding is right for your business.
PPC Hacks To Help You Optimise Like A Boss - Search Leeds - Arianne DonoghueArianne Donoghue
Arianne Donoghue's talk from SearchLeeds on PPC Hacks To Help You Optimise Like A Boss - hints and tips for advanced PPC users to help you in your campaigns now and when preparing for the future.
My slides from the final session of Day 2 at SES London 2014. Your PPC Masterplan: Putting It All Together.
It covers off looking for some of the gaps in existing activity and finding ways to make your PPC work smarter, particularly if you're on a small budget. Finally, it gives you ideas on ways to find activity that is likely to be incremental and takes you on the journey that we've been on, in trying to do our own analysis to determine whether or not our PPC activity was incremental.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Search Engine Optimization Strategies for Local Businesses.pdfseodigitalbraino
Maximize your online presence and drive growth with Digital Braino, your go-to for digital marketing services in Indore. Our expert team specializes in a wide range of services including SEO, social media marketing, content creation, and online advertising. With our innovative strategies and client-focused approach, we help businesses enhance their online presence and achieve their marketing objectives. Let Digital Braino propel your business to new heights.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
4. London| 18–21 February 2013 | #SESLON
Now is the time to make sure you have PLA
campaigns!
Australia, Brazil, the Czech Republic,
France, Germany, Italy, Japan, the
Netherlands, Spain, Switzerland, the UK
and the US. @ariannedonoghue
5. London| 18–21 February 2013 | #SESLON
Benefits
• Currently our best performing generic campaign!
• Drives significant revenue
@ariannedonoghue
6. London| 18–21 February 2013 | #SESLON
Best Practice
• Most common errors:
@ariannedonoghue
8. London| 18–21 February 2013 | #SESLON
Work to improve your feed’s quality
• Look at optional attributes too:
@ariannedonoghue
9. London| 18–21 February 2013 | #SESLON
How should I structure my campaign?
@ariannedonoghue
10. London| 18–21 February 2013 | #SESLON
How should I structure my campaign?
@ariannedonoghue
11. London| 18–21 February 2013 | #SESLON
How should I structure my campaign?
@ariannedonoghue
12. London| 18–21 February 2013 | #SESLON
Adding product targets
• Select your ad group (do you need a separate ad message?)
• Choose by category/brand etc (can choose up to 3)
• Ensure product target is Validated before setting live
• Give specific product targets a higher bid than “All products”
@ariannedonoghue
13. London| 18–21 February 2013 | #SESLON
Improving traffic quality
• Run search query reports
• Add negatives for irrelevant or poorly-performing queries
@ariannedonoghue
14. London| 18–21 February 2013 | #SESLON
Promotional Text
• Your chance to share your USP!
• Search term “nikon d5100 body”
• Create new ad groups for different messages
• Be specific, NOT generic!
Free Delivery. Free Free Delivery
100% UK Shipping! On Orders
Stock. Over £150
@ariannedonoghue
15. London| 18–21 February 2013 | #SESLON
Product Listings Ads
Make sure your feed is high-quality & populate optional values
A quality feed can also be used for Product Extensions
Ensure you have an “All products” target
Add additional targets if you need to be more specific
Make your business stand out with Promotional Text
Create separate ad groups for unique messaging
Remember to add negatives from your query reports
@ariannedonoghue
18. London| 18–21 February 2013 | #SESLON
Dynamic Search Ads
Google crawls your site
and fill in the gaps in
your keyword lists
@ariannedonoghue
19. London| 18–21 February 2013 | #SESLON
Will they work for you?
• If you stock different products/services
• Products/services that change frequently
• If you sell seasonal products
@ariannedonoghue
20. London| 18–21 February 2013 | #SESLON
Setting Up Dynamic Ad Targets
• Very similar to PLAs
• Separate ad groups
for unique ad text
• Segment targets by:
o Category
o URL
o Page Title
o Page Content
@ariannedonoghue
21. London| 18–21 February 2013 | #SESLON
Best Practice
Add high performing
terms as keywords in
your campaigns.
Add poorly performing
terms as negatives.
If DSAs are a growing
proportion of your
traffic you’re missing
out on an opportunity!
@ariannedonoghue
22. London| 18–21 February 2013 | #SESLON
Categories
Optimise by determining which categories are working well and
adding them as new targets.
If your list of categories looks strange, speak to your SEO.
@ariannedonoghue
23. London| 18–21 February 2013 | #SESLON
Excluding Targets
You can create ad targets for pages you wish to be excluded
from Dynamic Search Ads
Create exclusions for products that are “sold out” or
“unavailable” together with site pages that aren’t
product/service specific.
@ariannedonoghue
24. London| 18–21 February 2013 | #SESLON
Dynamic Search Ads
Ensure you have a basic target that covers your site
Add additional dynamic targets if you need to be more specific
Create separate ad groups for unique messaging
Add search terms which perform well into your campaigns
Remember to add negatives from your query reports
View category reports and add these as targets if appropriate
Speak to your SEO and make sure your site can be indexed
@ariannedonoghue
30. London| 18–21 February 2013 | #SESLON
New Bid Adjustments
Within one campaign you can manage bids for different
devices, locations and times of day.
The multipliers are cumulative & work together.
@ariannedonoghue
31. London| 18–21 February 2013 | #SESLON
Location Targeting
Have multiple locations within one campaign and bid up/down
as appropriate
@ariannedonoghue
32. London| 18–21 February 2013 | #SESLON
Device Targeting
Apply multipliers to mobile or desktop/tablets.
Exclude mobile altogether by bidding -100%
You cannot exclude desktops/tablets or bid on tablets/mobiles
separately @ariannedonoghue
33. London| 18–21 February 2013 | #SESLON
New Ad Options
Create custom mobile ads from within a desktop campaign
Create mobile only
sitelinks or schedule
sitelinks
@ariannedonoghue
34. London| 18–21 February 2013 | #SESLON
Other Sitelink Enhancements
Individual Sitelink Reporting & Approvals
Sitelinks also available at Ad Group level – no need for a new
Campaign
@ariannedonoghue
35. London| 18–21 February 2013 | #SESLON
New Conversion Types
If you don’t have Google Conversion Tracking installed, get on
it!
@ariannedonoghue
36. London| 18–21 February 2013 | #SESLON
Fewer Campaigns Needed
Once migration has taken place, management of campaigns
moving forward may be simplified.
@ariannedonoghue
37. London| 18–21 February 2013 | #SESLON
Summary
Simplified structure may mean fewer campaigns/easier
management
More sophisticated bidding
Ad Group Level Sitelinks
Ad Extension Scheduling
Individual Sitelink Performance & Approval
New conversion types coming
@ariannedonoghue
38. London| 18–21 February 2013 | #SESLON
Summary
Lots of work to merge split-out tablet & mobile campaigns
No specific targeting for tablets or mobiles
No mobile-only campaigns
Cannot opt out of tablets but can from mobile
No more specific device/network/OS targeting
Multipliers are applied at campaign level
@ariannedonoghue
39. London| 18–21 February 2013 | #SESLON
Things We Don’t Know Yet
Classification of 3G tablets – whether these count as mobile
devices or within the desktop/tablet category
Mobile specific landing pages – is this possible without your
own site taking care of it?
Exactly when will the forced migration happen?
@ariannedonoghue
40. London| 18–21 February 2013 | #SESLON
Key Takeaways
• Get PLAs up and running in all relevant
countries – traffic here is only going to
increase over time!
• Dynamic Search Ads are a great way to fill
in the gaps – you don’t need a feed as
Google does most of the work for you!
• Start testing the features of Enhanced
Campaigns and work on a migration plan,
particularly if you split your campaigns out
as per Google’s previous advice
@ariannedonoghue
Many people dislike them – because Google has removed a product/sales you could previously have gotten for free and now want to charge for. Allegedly to improve the user experience but also impacts revenue for Google.
So those issues aside, I actually quite like them.