google enhanced campaigns: 4 use cases for smb advertisers [webinar]

CONFIDENTIAL – DO NOT DISTRIBUTE 1

Webinar: Google Enhanced Campaigns: 4 Use Cases for SMB Advertisers

Larry Kim, WordStream

Sher Khan, Google

Hruthika Charan, Google April 24, 2013

Today’s Agenda

2

• Enhanced campaigns product overview

• Offer extensions

• Upgraded sitelinks

• App extensions

• Case Study: 4 takeaways from upgrading accounts

to Enhanced Campaigns

Take Part in Live Blogging on Twitter / Google+

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

3

Speaker Introductions #wordstream

4

• Larry Kim

– Founder, CTO, WordStream, Inc.

– Been doing PPC & SEO for 10 Years!

– Today we’re an industry-leading provider of a PPC Management Platform and Keyword Research Tools

• Sher Khan

– Strategic Partner Manager, Google

• Hruthika Charan

– Account Strategist, Google

Let’s learn a little about you….


Poll Question 1: Have you actually upgraded one or more of

your active campaigns to Enhanced Campaigns?

6

a) Yes!

b) Not Yet

Poll Question 2: What do you value more for your business: Clicks from

Mobile Devices (excluding tablets) or Clicks from Desktops/Notebooks?

7

a) I value Desktop/Tablet clicks more

b) I value Mobile clicks more

c) I value them the same

d) No opinion

Google Confidential and Proprietary 8 Google Confidential and Proprietary 8

Consumer insights and the

evolving digital landscape


We connect at any time, from anywhere, using a

variety of devices


There's a lot for marketers to consider...

Devices are evolving quickly, with a growing

list of form factors and capabilities.

People are constantly switching between

devices, using the one that works best for where

they are and what they are trying to do.

Device evolution and changes in consumer

behavior present new ways to measure

advertising effectiveness.


More relevance to people's intent and their

context, at exactly the moments that matter These changes will mean better results for advertisers

Device

Time

Location


Enhanced campaigns

product overview


Our new enhanced campaigns will have three

areas of improvement

Powerful marketing tools for

the multi-device world.

Advanced reports to measure

new conversion types.

Smarter ads optimized for

varying user contexts.


Powerful tools for the multi-device world

Ability to easily manage your bids across locations, time and

devices—all within a single campaign

Bid adjustments and reporting by:

Time Location Device

Multiple bid adjustments

Key features


Smarter ads for varying consumer contexts

Ability to show the right creative, sitelink or extension based on user

context and device capabilities.

Key features

Customized messages on mobile location: Optimize bids for different locations (e.g., New York City) and near specific places (e.g., within half mile of Joe's coffee house).

Scheduled extensions: Set extensions to appear only during certain times of day or on mobile devices.

Enhanced sitelinks: Manage individual sitelinks in customized ways at the campaign and ad group level.


Advanced reports to measure new conversion types

Ability to track new conversion types such as calls, digital downloads,

in-store purchases and cross device conversions.

Key features

Calls: Count calls as conversions with

advanced call tracking.

Digital downloads: Track app downloads as

conversions (books and music download

tracking coming soon).

In-store purchases: Measure offline

redemption of saved offers from ad extensions

(coming soon).

Cross device conversions: Measure

conversions that start on one device and finish

on another (coming soon).


Four key changes from enhanced campaigns

1. Campaigns will run across all devices Enhanced campaigns will run across all devices, with

optimizations for mobile and elements of user context like location and time of day. Mobile ads

require special bids, extensions, ad text and headlines and these can be managed from the same

campaign as your desktop ads.

2. Mobile bids will be adjusted at the campaign level Bids can be set at the keyword level, but the

mobile bid adjustment applies uniformly to all the keyword bids in the campaign. It is not possible to

designate different bids at the keyword level for mobile within one campaign.

3. Tablet bidding strategies will be aligned with desktop Tablets and laptop devices are rapidly

converging, and research shows behavior is similar. With enhanced campaigns, tablets do not have

a separate bid adjustment independent of default desktop/laptop bids. Your ads will automatically

show up on desktop and tablet.

4. Mobile bids fully controlled by advertisers Google historically adjusted bid automatically for

mobile when a campaign targets multiple devices (e.g., desktop and mobile). With mobile bid

adjustments, advertisers will have full control of mobile bids, and Google will stop automatically

adjusting bids.


Reach your customers with fewer campaigns

Enhanced campaigns will allow you to simplify campaign structures

allowing you to save time and resources.

Legacy campaign vs Enhanced campaign

50 campaigns

for location

1 campaign with 50

location bid adjustments

50 duplicate campaigns

for daypart/sitelink

combinations

With scheduled

extensions and

dayparting

100 duplicate

campaigns with

mobile bids

and mobile

device bid

adjustments

200 campaigns 1 enhanced campaign

+

+

2 dayparts (with different store

sitelinks based on if the store is

open/closed) and different bids

2x

2x 1 bid per keyword on desktop

1 bid per keyword on mobile

50 locations with varying bids 50x


Offer extensions

Google Confidential and Proprietary 20 Google Confidential and Proprietary 20 23

Consumer landscape has evolved and enhanced

campaigns is a platform to capture the opportunity


Meet Linda, the connected consumer


Top of mind

Multiple

devices

Social sentiment

Always

on the go

New behaviors of the connected consumer Consumers search for products and looking for products or services anytime, from

anywhere, and across devices


The new purchase path

Non-linear and on multiple devices

80% Start their shopping with

online research

51% Research online and visit

a store to purchase

IPSOS/OTX Google Holiday Shopping Intention Survey Wave 1, 2012

PWC multi-channel shopping survey, 2011

Forrester US Retail Forecast 2009


Search ties consumer behavior together

6 am

8 am

Noon 3 pm

8 pm

10 am 6 pm


Reach consumers at the precise moment of relevance,

and drive in store traffic and conversions

1

Based on search query, offer

extensions show in Google search

ads on phones in top position

Consumers can click on "get

offer" to use now or save it to

their Google Offers account

Offers can be redeemed right away on

phones, or consumers can get a reminders:

(1) via email OR (2) via a phone reminder

when they're near the store location

2 3

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4

Your Jake’s Burger Shop Offer is

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Note: These screenshots are only indicative and the actual interface could be slightly different


Drive the right customers to your business

Measure in-store impact of online promotional spends

Target and bid differently by your customers’ locations.

Bring people looking for products and services online to the

store location


App extensions


App Extensions are available to give users the option to visit the app store or

your mobile site

Hungry For Delicious Burgers? Jakesburgershop.com

Access our new Menu. Download our Mobile App for

Free Today!

Android App Download -

What if Jake’s Pizza Shop had a mobile app?

Start an Order

Menu

Find Stores Nearby



Use this app to get acquainted with our menu

and also to place an order online!

Note: These screenshots are only indicative and the actual interface could be slightly different


Mobile apps represent an exploding opportunity

There are hundreds of thousands of apps available and 35 billion apps

downloaded from iTunes App Store and Google Play.

APP

STORE NEW

S

App marketplaces are cluttered

with many apps to choose from,

and mobile search and display

are ideal channels for

advertisers to promote their

apps and drive downloads

Mobile display campaigns allow

customers to accrue a large amount

of downloads in a short period of

time and benefit from ecosystem

dynamics like improving the app’s

ranking in the respective app stores.

Mobile search campaigns

allow customers to reach

users who have expressed

intent in downloading

your app


Promoting your app with enhanced campaigns

Driving digital downloads of apps is made easier with

enhanced campaigns.

New “App/Digital content ad”

template available in enhanced

campaigns obtains compatibility

information directly from digital

stores (Google Play, App Store)

Setting device, carrier and OS

settings are no longer necessary. We

only serve ads to relevant devices

(i.e. ads for an iOS app will not show

on Android devices)

The app promotion template

will also pull in information

from the store, such as app

icon, pricing and country

availability to make setup as

simple as possible


Upgraded sitelinks

INSERT BRADS SLIDES HERE

• INSERT BRAD’S SLIDES HERE


In the Trenches with

Enhanced Campaigns:

4 Takeaways from

Upgrading accounts to

EC’s

Case Study: Vehicle Parts Supplier

• Large Seller of Car Parts in

the USA

• How They Sell:

– Online Store

– National Call Center


Vehicle Parts Supplier: Ad Performance

• Mobile CPA is nearly 50% higher than Desktop

and accounts for just 17% of the conversions


#1 Key Learning: Majority of SMB’s Undervalue

Mobile Search

• By a 10:1 margin, respondents valued desktop/tablet

clicks over mobile devices (March 21, 2013)


Upgrade Plan

• Determine the Value of Mobile

• Upgrade 2 Campaigns

– Standard Call Extensions + ad scheduling


#2 Key Learning: Great Opportunity to Educate

Clients on How to Get More From Search

• Calls convert 4x higher than Clicks to website

• Mobile generates 2x more conversions than we

thought


Case Study: National Talent Agency

• Big Database of Actors and

Models

• How They Sell:

– Online

– National Call Center

– Offices in a Dozen Cities


#3 Key Learning: Don’t Forget To Upgrade When

You Upgrade to EC’s

• Consolidated 100 Campaigns into 50 Campaigns

• Leverage Bid Strategies

– Evenings and weekends do better

– Certain neighborhoods do better


Case Study: Windows Software Development Tools

Vendor

• Sells Web programming tools

for Microsoft windows

• How They Sell:

– Online Store Only

– Free 7 Day Download


Response From Google


“Agree that inability to bid

separately for tablets is a valid

concern”

“Recommend waiting to

upgrade this particular client”

Key Learning #4: Some Customers are Mad

• Shifting Allocation to GDN / Remarketing

• Try Bing? Bite the Bullet?

• Crazy Idea to use Remarketing Lists for Search Ads

(RLSA)

• Not really sure how things will work out


Summary: 4 Takeaways from Upgrading 100

accounts to Enhanced Campaigns

1. SMB’s Undervalue Mobile

2. Great opportunity to educate clients!

3. Don’t forget to upgrade when you upgrade

4. Some clients are pretty mad about EC’s


Poll Question 3: I want to start optimizing my paid search

campaigns! I’d like a free live demo of WordStream PPC Advisor

45

a) Yes!

b) No thanks

Your Questions

46

Thank you for attending: Google Enhanced Campaigns:

4 Use Cases for SMB Advertisers #wordstream

Learn about our services!

http://www.wordstream.com/remarketing-services

Or contact us directly:

Larry Kim

[email protected]

http://twitter.com/larrykim






mailto:[email protected]

http://twitter.com/larrykim

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google enhanced campaigns: 4 use cases for smb advertisers [webinar]

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