top google adwords features you should be using in 2017 · •well-tracked adwords accounts have a...

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Top Google AdWords Features

You Should Be Using in 2017

Vincent Sciplini VP, Digital Operations and Strategy

Carnegie Communications

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Vincent Sciplini VP, Digital Operations and Strategy

Carnegie Communications

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PPC Search Trends

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Queries Shift Toward Brand as the Journey Progresses

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prospective

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Search is Core to the Journey

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“The Mobile Moment”—May 5, 2015

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PPC Search Trends

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• Immediate Search Engine Visibility

• Promoting Time-Sensitive Events

• Total Control Over Advertising Spend

• Measurable Results

• Potentially High ROI

• Tailored to Mobile Audience

• Highly Targeted, Qualified Traffic

• Costly if Implemented Poorly

• Results Only Last as Long as

the Campaign

• Cost Per Click Can Be High

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Developing a Paid Search Strategy

• Keyword Research

• Ad Text Copy Writing

• Landing Page Selection

• Account Structure

• Conversion Metrics and Tracking

• Bidding Strategy and Budgeting

• Optimizations and Testing

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Common Results of a Poorly Executed PPC Strategy

1. Most Advertisers Do a Terrible Job of Tracking Conversions

• 29% of AdWords accounts have effective conversion tracking

• 42% have no conversion tracking in place

• Well-tracked AdWords accounts have a 50% higher conversion rate

2. Bid on the Wrong and/or Too Many Keywords

• Less than 6% of keywords produce 100% of the conversions

3. Ad Spend Can Become Inefficient

• Average AdWords account wastes 76% of its budget on non-

converting search terms

• Use the Google Search Term report!

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10 Things Successful PPC Managers Do Each Morning

• Catch Up On Industry News

• Check Ad Spend

• Add Negative Keywords

• Exclude Irrelevant Google Display Network Sites

• Track Leads

• Check for Top Spenders

• Verify Ad Positions

• Read AdWords Alerts

• Watch Anything New

• Get a Bird’s-Eye View of Yesterday’s Results

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Google Fun Facts! As part of their green initiative, Google regularly rents goats to mow the

lawns of their Mountain View HQ

Co-founders Larry Page and Sergey Brin originally named Google “Backrub”

Google has been acquiring, on average, more than one company per week

since 2010

According to State Farm, __ % of drivers surveyed access the Internet while

driving

29%

No part of a Google office is allowed to be more than ___ feet away from

some kind of food

150!!

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NEW Paid Search Results

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How Does the “Paid Search Algorithm” Work?

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Developing an Effective Keyword Plan

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Test Different Keyword Match Types

MBA

“adult MBA”

[adult MBA in Columbus]

+MBA +degree

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Exact Match Targeting Update!

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Google Expanded Text Ads (ETA)

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Enhance Your ETA

CALL OUTS STRUCTURED SNIPPETS

SITELINKS

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Demographic Targeting

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Device Bid Adjustments

1. Untethers desktop and tablet bids

2. Allows advertisers to make mobile the focal point of campaigns

3. Set separate bid adjustments for mobile, desktop, and tablet

• Set base bid and bid adjustments for one or all devices in the range of

-100% to +900%

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Remarketing Lists for Search Ads (RLSA)

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Remarketing Lists for Search Ads (RLSA)

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Similar Audiences for Search

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Search Gives You Total Control

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…Even Your Landing Page

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Checklist: Principles of Search Advertising • Media Plan: Is search integrated into my media strategy?

• Keywords: Have I zeroed in on the keywords users connect with my

brand?

• Bidding Strategy: How much is a click worth to me, and how much

am I willing to spend?

• Ad Text: Does my ad text display the message I want to address to the

user?

• Landing Pages: Do I send users to interesting, fast, and relevant sites

after they click?

• Conversions: Do I have a desired action on the landing page, and do I

measure it?

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Stay Fresh and Keep Learning

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