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Emergency Clinic: Your Campaigns Are “Enhanced,” Now What?!

Larry Kim

Founder & CTO, WordStream, Inc.

July 22, 2013

Today’s Agenda

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• 4 Most Common Upgrade Paths – Your Campaigns

Target:

– Your campaign targets all devices (most popular)

– Your campaigns are Geo Targeted

– Your campaigns target only desktop

– Your campaigns target only tablet and/or mobile

• AdWords Campaign Upgrade Center

Take Part in Live Blogging on Twitter / Google+

• Include the hashtag #wordstream in your Twitter tweets, Google+ status updates, etc.

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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

– Voted #1 Top Influential PPC Experts in 2013 by PPCHero.com!

Let’s learn a little about you….

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Live-Poll Question 1

Question: What percentage of your campaigns have been

upgraded to AdWords Enhanced Campaigns? #wordstream

a) 1-25%

b) 26-50%

c) 51-75%

d) 76-100%

e) Haven’t Yet Started.

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Live-Poll Question 2

How Are Your PPC Campaigns Doing in the New Enhanced

Campaigns World? #wordstream

a) Amazing. Way better than before.

b) Terrible. Performance has tanked.

c) Too early to tell / Haven’t yet migrated to EC.

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Key EC Concept: Understanding User Context

• User Context

– Location

– Time

– Device

• Understanding

User Context =

Better ROI

• How is this

different?

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What You Get in Enhanced Campaigns

• New Bid Tools – Day Parting

– Location Bidding

– Mobile Bidding

• Smarter Ads – Ability to specify mobile preferred ads

– Schedule extensions

– Enhanced sitelinks

Manage your bids across location, time and device —all within a single campaign!!

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Key Changes in Enhanced Campaigns

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1. Campaigns 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

AdWords Enhanced Campaigns

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• Migrating to Enhanced Campaigns Depends on

Your Current Campaign Structure

• We’ll Cover the Top 4 Most Common Upgrade

Paths!

1. If Your Campaign Targets All Devices

• This path is well supported. Basically you just get a

ton of new features!

– Set a mobile bid adjustment

– Create mobile preferred ads and extensions

– Consider time of day bid adjustments

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Set Campaign/AdGroup Mobile Bid Adjustments

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How To Set Mobile Bid Adjustment Factor?

• Weighted Average CPC for Computers & Tablets = [(5,100*$0.11) +

(750+$0.17) ] / (5,100 + 750) = $0.117

• Mobile CPC = $0.08, which is -31.6%

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Write Mobile Preferred Ad

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Leverage Call Extensions

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New Phone Call Conversion Type

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Leverage Other Ad Extensions

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So Now, You Can Have Ads Like This!

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Consider Time Based Bid Management

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2. If Your Campaigns are Geo Targeted

• No Longer Necessary To Create Separate

Campaigns for Each Location

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3. If Your Campaigns Target Only Desktop

• You can set Mobile Bid Adjustment Factor to -100%

• No longer possible to separate tablets from desktop

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4. If Your Campaigns Target only Tablet and/or

Mobile

• No longer supported.

• If you have duplicate campaigns (a mobile and

desktop campaign targeting same keywords) you’ll

need to merge them back together.

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The Google Upgrade Center

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Merging Campaigns

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Choosing Campaign Merging Settings

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Summary

• You should be upgrading your account, not Google!

• Beyond setting a mobile bid adjustment and

consolidating duplicated campaigns, remember to

leverage new features as much as possible

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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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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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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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Your Questions

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Thank you for attending WordStream’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

Sales line: 1-855-967-3787