10 lessons learned from enhanced campaigns so far
DESCRIPTION
www.ppchero.com We’ve heard the message loud and clear: Google’s Enhanced Campaigns were a hot topic when they were first announced, they were a hot topic during Hero Conf, and they are sure to be a hot topic now, as we slowly approach a time when migrating your accounts will become mandatory. With that in mind, Hanapin Marketing’s Eric Couch and Sam Owen will be going over 10 things they’ve learned from using Enhanced Campaigns so far. Here are just a few of the topics: - What do we know so far about Enhanced Campaigns’ effect on conversion rates? - Is there light at the end of the device segmentation tunnel? - What does Google’s shifting timeline tell us? - And so much more! www.ppchero.comTRANSCRIPT
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10 Lessons from Enhanced Campaigns …So Far
05.02.13
HOSTED BY:
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Presenters
• Sam Owen– Account Manager at Hanapin Marketing and
Blogger at PPC Hero
• Eric Couch– Account Manager at Hanapin Marketing and
Blogger at PPC Hero
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The Topic
Lessons from Enhanced
Campaigns … so far• Interesting statistics• Our tips and tricks• Actionable advice
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Lesson #1
• Mobile Competition Will Increase– Unprepared Competitors– Crowded SERP– Impact on Average Position– Higher Average Cost Per Click
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Example: Post-Migration Mobile Statistics
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Lesson #2
• Don’t Upgrade Yet– Unfinished Product– Features Are Still Being Added– Example: Ad Group Level Bid
Adjustments– Example: Enhanced Campaigns
Upgrade Guide– Example: Enhanced Campaigns
Upgrade Center
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Ex: Enhanced Campaigns Upgrade Center
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Lesson #3
• Geotargeting Modifiers Are Pretty Great– It changes but doesn’t replace existing
functionality.
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Lesson #4
• Display Bids Are Changing– Determine Primary Targeting Method• Keyword, Placement, Topic, Audience
– Layered Targeting Methods = Modifiers– Example: Keyword + Topics Combination
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Example: Keyword + Topics Combo
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Lesson #5
• Google is Focused on Small Business–#pizza– Use Cases Are All Focused on
Simplification– AdWords “Too Complex” For Casual User?– Large Accounts Are Not The Focus– Example: Enhanced Campaigns Upgrade
Guide
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Ex: Enhanced Campaigns Upgrade Guide
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Lesson #6
• Your Mobile Audience is Bigger Than Expected– Be wary of turning on Mobile full flow if
you haven’t been using it as much–Watch out for CPA spikes /
improvements in week 1– Be responsive if you are wanting to do
more mobile now
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Ex: Mobile Traffic Growth
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Lesson #7
• Responsive Design Is Becoming a Necessity– Sites that auto detect device &
resolution– Enhanced Campaigns Is Google’s push
for this to become standard– No Tablet Segmentation
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Ex: Amazon.com
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Lesson #8
• New Sitelinks are great– Or at least they will be when Editor is
upgraded–Mobile specific Sitelinks– Specific time of day– Data on individual sitelink level– Ad Group level
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Ex: New Sitelink Builder
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Ex: New Sitelink Reporting
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Lesson #9
• Bid management just got a whole lot more confusing– Overlapping multipliers• Geographic• Time• Device• Display Targeting Method
– Less transparency with what your bid is
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Ex: Multiple bids / Keyword
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Lesson #10
• People are angry– Lots of dissatisfaction at Hero Conf– Google didn’t give us enough time– The product isn’t ready!– No mobile only campaigns– Tablet included with Desktop
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Ex: Twitter
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Wrapping Up!
• Point 1…
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Your Questions?
Thank you for attending Hanapin Marketing’s webinar about Enhanced Campaigns
• Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $15K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up
• Or Contact us Directly:• Webinar Feedback: [email protected]