just in: adwords changes coming may 2015 - everything you need to know (webinar)

JUST IN: AdWords Changes Coming May

2015 - EVERYTHING You Need to Know

Brought to you by:

www.wordstream.com/learn#wordstream @larrykim

www.wordstream.com/learn

Want to get smart in paid search?

#wordstream @larrykim

Join the conversation on Twitter

#PPCLife

@WordStream

@larrykim

#wordstream @larrykim

3 Random Facts

About Me

(@larrykim)

1. (Slightly) Obsessed With Unicorns & Quality Score

#wordstream @larrykim

2. Have a 1-Year Old Kid (#ppckid)

#wordstream @larrykim

3. Originally From Winnipeg, Canada!3. Originally from Winnipeg, Canada

Actual Photos of Boston From February This Year

#wordstream @larrykim

Actual Photos of WordStream’s Global Headquarters:

2008 2015

#wordstream @larrykim

Me at the Big Google AdWords Event on Tuesday This Week!

Paul Feng, Director of

AdWords Product

Management

Jerry Dischler,

VP of AdWords!

#wordstream @larrykim

Poll Question:

1. How are you feeling about all the new changes in AdWords?

• Excited – can’t wait to try them out!

• Nervous – it’s hard to keep up with so many changes

• No opinion – Haven’t yet decided how I feel about all the new stuff.

#wordstream @larrykim

Everything You Need To Know About The New AdWords Changes

#wordstream @larrykim

Today’s Agenda

1. Micro Moments?

2. All of The New AdWords Features and Functions

3. What Does it All Mean?

#wordstream @larrykim

#1

Micro

Moments?

#wordstream @larrykim

Google: More Searches on Mobile Than Desktop

#wordstream @larrykim

Google: More Searches on Mobile Than Desktop

91% of People Use Phone in Middle of Some Other Task

#wordstream @larrykim

“Micro Moments” - I Want To Buy, Go Somewhere, Do Something, etc.

#wordstream @larrykim

3 Key Areas of Focus

1. New Ad Experiences for Mobile

2. New PPC Automation Tools

3. New Tools to Measure Impact of Mobile Ads

#wordstream @larrykim

#1

New Ad

Experiences for

Mobile

#wordstream @larrykim

50% of Car & Automotive Searches Happen on Mobile.

#wordstream @larrykim

New Mobile Ad Formats to Capture “Micro-Moments”

Old Format New Format

#wordstream @larrykim

New Format More Likely To Inspire Relevant Actions

Image Carousel With Detailed Info

Call or Get Directions

#wordstream @larrykim

69% of Travel research is done while waiting or commuting

#wordstream @larrykim

New Mobile Hotel Ad Experiences

Ratings Info! Click to Book!

#wordstream @larrykim

175% Growth in Shopping Searches on Mobile in First 5 Months of Year

#wordstream @larrykim

New Shopping Ad Experiences

Old Format New: Local Inventory Ads!

#wordstream @larrykim

New Shopping Ad Experiences

Expandable Product Card

Reviews and Ratings

#wordstream @larrykim

48% Growth in Mobile Finance Searches (Mortgages, Credit Cards, etc.)

#wordstream @larrykim

Compare and Buy Insurance Online

Expandable Product Card

Call Local Agent

Detailed Reviews

#wordstream @larrykim

Use Google to Get a Credit Card

Compare Rates Support for Regional Banks

#wordstream @larrykim

Get a Mortgage!

Latest Rates Ratings and Details

#wordstream @larrykim

@larrykim

What if Your Business isn’t One of Those Industries?

#wordstream @larrykim

#2

New PPC

Automation

Tools

#wordstream @larrykim

15% of Searches on Google are Unique and Have Never Been Searched Before

#wordstream @larrykim

Complete Redesign of Dynamic Search Ads

#wordstream @larrykim

Greater Transparency in Dynamic Search Ads

#wordstream @larrykim

Simplification of Google Display Ad Formats

#wordstream @larrykim

51 Image Ad Formats on Google Display Network!!

#wordstream @larrykim

New: Auto Resizing of Display Ads

#wordstream @larrykim

New Target CPA Bid Simulation Tools

#wordstream @larrykim

New Bid Strategy Dashboards

#wordstream @larrykim

#3

New Tools to

Measure Impact

of Mobile Ads

#wordstream @larrykim

9 out of 10 Smartphone Users Start a Task on one Device and Finish on Another

#wordstream @larrykim

Cross-Device Conversion Tracking Extended to New Conversion Types

#wordstream @larrykim

What About Attribution?

#wordstream @larrykim

6 Conversion Attribution Models!!

#wordstream @larrykim

New: Data Driven Attribution Model

#wordstream @larrykim

Taking Action on The New Attribution Data

#wordstream @larrykim

#4

What Does

it All Mean?

#wordstream @larrykim

1) Mobile… Duh.

#wordstream @larrykim

2) AdWords Getting Increasingly Complicated

#wordstream @larrykim

A Quick Note on

Call Tracking

Tracking

#wordstream @larrykim

Two Types of Call Tracking:

• Calls Directly From Call Extension

• Calls Number Listed on Website (or other Marketing Materials)

#wordstream @larrykim

Call Tracking from Call Extensions

#wordstream @larrykim

2. Keyword Level Call Tracking

#wordstream @larrykim

Track and Record Calls!

#wordstream @larrykim

Special Offers

I would like to get set up with …

A. FREE Live demo of the WordStream Advisor

B. 1-1 AdWords Assessment

C. I don’t need help with my PPC

#wordstream @larrykim

Q & A

#wordstream @larrykim