1. Advanced PPC Tips
Presented by:
David Szetela
Owner and CEO, FMB Media

3. Watch BingAds This Year
• Better parity with AdWords, e.g. Shopping campaigns
• “Content” network gone, but LinkedIn could be a great display network
• Lots of new features coming

4. BingAds New Features
• New ad formats
• Sitelink and Callout extension suggestions
• Account-level extensions
• Dayparting bid adjustments

5. BingAds New Features
• Automatic extensions
• Price extensions
• Further out: more automation and more audience targeting

6. Think you Know the Search Query Tool?

7. Search Query Tool - Negatives

8. Search Query Tool - Negatives

9. Search Query - Negatives
• Frequently add negative keywords at the campaign level
• Very frequently use a broad match, single-word variation of the exact
match phrase depicted

10. Search Query Tool - Positives

11. Search Query Tool - Positives

12. Search Query - Positives
• Almost always, it’s better to add Exact or Modified Broad
match versions of the selected keywords
• Tip:
1. Pull account into AdWords Editor
2. Get Recent Changes
3. Back in the AdWords web user interface, add keywords as Broad
4. Back in AdWords Editor, Get Recent Changes again. The added
keywords will appear highlighted green; change the match type to
Exact

13. GDN Negative Keywords
• Often seen when search ad groups are simply copied into
Display campaigns - truly a rookie mistake
• Negative keywords tell AdWords, “Don’t show my ad on any
pages that contain any of these words.”
• Causes very limited reach, since many relevant pages contain
those words
• Easiest fix – just delete negative Display keywords

14. New AdWords Automated Bidding Options
• eCPC Changes
• eCPC for Shopping campaigns
• Target Outranking Share
• Target Maximum Conversions

15. Target Outranking Share
• Automatically bids to keep your ads above a competitor
• You enter the domain name of the competitor’s site
• Specify the percentage of auctions you want modified this way. Higher
percentages = more budget

16. Target Maximum Conversions
• Spends your entire budget to obtain the maximum number of
conversions
• Check your daily campaign budgets – this automated bidding will eat it
all up
• Decide whether target CPA or ROAS might be more appropriate

17. You Have Attribution Now
• Google Attribution was announced recently
• Allows automated bidding using attribution models based on a
number of “touch points”
• Tools -> Attribution -> Attribution Modeling

25. New Interface - Showcase Shopping Ads

26. Showcase Shopping Ads

27. New Audience Insights

28. Promotion Extensions

29. Missing Dimensions Tab

30. New Demographic Targeting Options

32. Thanks!
• Free Book
– Give me your business card, or
– Send me an email: david@fmbmedia.com