what you need to know about new adwords features
TRANSCRIPT
#thinkppc&HOSTED BY:
What You
Need To Know About New
AdWords Features
#thinkppc
Presenters• Frederick Vallaeys
– Founder of Optmyzr
– PPC Hero Blogger
– @siliconvallaeys
• Jeff Baum– Associate Director of Paid Search at Hanapin
Marketing– PPC Hero Blogger
– @jeffbaum71
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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
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Live Poll Question #1
How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
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Ads with 140 characters see big improvements in CTR according to Google
Expanded Text Ads
+100% CTR+92% CTR
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How to handle all the work?!?!
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Use AdWords Editor to export current text ads with new columns for the new fields
Create Expanded Text Ads in Editor
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● Add text for the new fields in Excel, Google Sheets, or AdWords Editor○ Headline 2○ Path 1 and Path 2○ Final Mobile URL
Creating Expanded Text Ads
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Using Scripts: searchengineland.com/expand-ads-30-seconds-flat-254827
Create Expanded Text Ads in Scripts
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Meta Title:Leading AdWords Optimization Solutions and Automated Tools | Optmyzr
Meta Description:Optmyzr gives advertisers and agencies tools to automate PPC account management. Our One-Click Optimizations™, Data Analysis and Reporting solutions will save you hundreds of hours each month. Find out why we won the award for the best PPC management software at the US search awards.
H1: OPTMYZR
Script Uses SEO Data
Extracts Meta Data
Adjusts for character limits
Upload to AW Editor
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Creating Expanded Text Ads
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Do NOT assume Expanded Ads are better by default!
Time To Find Your Winners
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Do NOT assume Expanded Ads are better by default!
A/B Testing Legacy vs ETAs
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The usual considerations for ad testing still apply:1. Compare brand and non-brand separately2. Compare when ads showed in similar location on page (top vs bottom)3. Compare ads that got roughly the same number of impressions4. Compare performance on different devices
New questions we should answer:5. Are ETAs better than legacy ads? I.e. do we switch off legacy ads now or
later?6. Which ETA has the best performance?7. Do different ad formats win on different devices? E.g. the legacy ad wins
on mobile but the ETA wins on desktop.
A/B Testing Questions to Ask
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Legacy Ads for Mobile● Test mobile preferred ads separately from regular ads
Expanded Text Ads for Mobile● Pick the most important device and optimize for this● Use a mobile landing page
There are NO Mobile Preferred ETAs
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● OPTMYZR.COM○ using the 2 automated methods we described○ +26% better CTR with 95% confidence
Merkle RKG Data (http://searchengineland.com/getting-bottom-google-expanded-text-ad-ctr-cpc-255572)
Results of ETAs so Far
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GDN Responsive Ads
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What Are GDN Responsive Ads?
● GDN version of Expanded Text ads.
● Ads automatically adjust their size, appearance, and format to fit available ad spaces.
● This means ads can appear as native, text, or image ads depending on advertisers content and screen sizes.
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GDN Responsive Ads: How Do They Work?
● Enter assets (headlines, images, landing page, business name) and Adwords automatically generates the ads.
● Adwords suggests images based on your landing page.
● Logos and other specific assets can be uploaded to further control branding and messaging.
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GDN Responsive Ads Specs
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How To Set Up GDN Responsive Ads
● Click into ad group then click the ‘ads’ tab
● Click red ‘ad’ button
● Click ‘Responsive ad’ From the drop down menu.
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How To Set Up GDN Responsive Ads
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Sample GDN Responsive Ad Styles
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• Start testing Expanded Text Ads now, there are quick ways to get tests started.
• Don’t stop using legacy ads as they may still perform better.
• Try to find the Expanded Ad that beats legacy ads on all devices.
• Responsive Ads can fill critical coverage gaps on GDN.
• Start rethinking your testing strategy and tactics. There’s more elements available to test.
Key Take Away
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Starting Sept 12, 2016, keywords with not enough data will show a QS of ‘--’
Upcoming Changes to Quality Scores
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Previously keywords with insufficient data defaulted to a QS of 6
Upcoming Changes to Quality Scores
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• You will gain better insight into your true QS.
• There should be no change in your Ad Rank or CPC
• Put in place QS tracking before Sept 12th if you want to see the impact of this change on your account.
Key Take Away
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Converted Clicks: Why is it going away?
● Metric’s being retired by 9/21/16.
● Converted clicks only reflect clicks leading to at least one conversion.
● Conversion path has grown in sophistication
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Converted Clicks: What You Need to Know
● ‘Conversions’ metric more flexible.
● Cross device conversions automatically included in the ‘conversions’ count starting 9/6.
● Count conversion types you deem important.
● Flexibility to better measure all touch points.
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Converted Clicks: What You Need to Know
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Converted Clicks: Bidding Ramifications
● Bidding will be based off ‘conversions’ metric.
● Automated bidding will be affected. Wait 2 weeks before updating eCPC or Target CPA bids.
● Conversion value.
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How To Set Up Conversion Actions
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How To Set Up Conversion Actions
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How To Set Up Conversion Actions
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How To Set Up Conversion Actions
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Enhanced Campaign Update
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Enhanced Campaigns: Current Functionality
● ‘Desktop first’ mentality
● Base bids are assigned to desktops. No ability to optimize tablets.
● Mobile bidding based on a bid modifier.
● Can’t manage keywords by device.
● Mobile specific ads
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Enhanced Campaigns: The Update
● Base bids by any device.
● Bid modifiers will range from -100% to +900% when the updated functionality rolls out. Current max bid modifier is +300%.
● More flexibility to ‘go granular.
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Enhanced Campaigns: The Update
● Device specific campaigns are back!
● Device specific keywords and ads.
● Device specific strategies and intents.
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Enhanced Campaign: Current Structure
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Sample of a Device Specific Campaign
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● Twitter: #controlyourbidmodifiers
Beware Out-of-Control Modifiers
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● Free AdWords Script to generate a Google Sheet with your real bid ranges for every keyword: http://searchengineland.com/really-know-much-youre-bidding-253266
Script to Calculate Your Bid Ranges
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Soon you will be able to set bid modifiers for all 3 device types
Turn off a campaign for a device with a -100% bid modifier
Run Different Campaigns Per Device
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● Set the CPC bid based on your primary device
● Set bid modifiers for all other devices
Your bids are now ANCHORED to the primary device, in this example, desktop bids
Anchoring Your Bids
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All bids are dependent on one another… COMPLEXITY
When the Anchor Changes
… the modifier must also be re-evaluated
When the anchor changes...
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Set a permanent anchor value… then vary all 3 device modifiers→ bids are no longer dependent on what is happening with other devices
→ To maintain keyword level bids, you now need single keyword ad groups
An Alternative
desktop
mobile
tablet
some static bid
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• Know how modifiers impact your current bid management decisions
• Investigate if the introduction of a tablet bid modifier can change your strategy and your account structure
• Consider where it makes sense to employ modifiers and where it makes sense
to build device specific campaigns.
Key Take Away
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Offers!
A. Get an extra 10% discount on your initial Optmyzr subscription, making it as low as $105 / month
B. Get an account analysis by the experts at Hanapin (For accounts spending 15k+/month)
C. BothD. No Thanks!
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Live Q&A Time!
24-26 October | etc.venues St Paul’s
HeroConf.com/London/ #HeroConf
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Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: [email protected]
Optmyzr Feedback: [email protected]