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Webinar: Enhanced Campaigns: How to Make Them Work for You

Larry Kim

Founder & CTO, WordStream, Inc.

Bryan Todd,

President, Perry Marshall, Inc.

March 21, 2013

Today’s Agenda

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• User Context and Why it Matters

• Introducing Enhanced Campaigns for Search

• Case Study

• Questions & Answers

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

• Bryan Todd

– Co-author of The Ultimate Guide to Google AdWords

– President of Perry Marshall, Inc.

Let’s learn a little about you….

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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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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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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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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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Understanding User Context

• User Context

– Location

– Time

– Device

• Understanding

User Context =

Better ROI

• How is this

different?

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AdWords Enhanced Campaigns

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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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Location, Time and Device Bid Management

• Campaign settings have options for location, ad

scheduling and device-based bid adjustments.

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Location Based Bid Management

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Time Based Bid Management

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Device Based Bid Management

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New Smarter Ads

• Scheduled extensions

• Enhanced sitelinks

• Customized messages on mobile location

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Ads Become User Context-Aware

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Ad Extensions Become More Powerful

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Ad Extensions Become More Powerful

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Advanced Reports for Measuring Mobile ROI

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New Phone Call Conversion Type

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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

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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Current Ad Performance

• Mobile CPA = $2.79, Desktop CPA = $1.95

• Conversions are ~17% mobile, ~75% desktop, ~7% tablet

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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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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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Why I am so Excited for Enhanced Campaigns

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Community Reaction

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Summary

• Enhanced Campaigns

– Aligned with mobile world we live today

– More Power AND Simplicity

– Better ROI on Paid Search!

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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 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