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Winning at Google AdWords Enhanced Campaigns

Presented by: David Szetela

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•  Founder and CEO of PPC Advertising agency FMB Media

•  Author of two books on PPC

•  Frequent speaker at Pubcon, SES, SMX, etc.

•  Voted one of the top 25 PPC experts by PPC Hero

About David Szetela

Overview

•  You’ve all been Enhanced – is that a bad thing?

•  Is this just a Google money-grab? •  There’s much to like •  As usual, the winners will be the best-

informed

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What Are Enhanced Campaigns?

•  A better way to structure campaigns •  Changes to bid strategy and tactics

(“bid modifiers”) •  Better control over Mobile (smartphone

– e.g. iPhone) advertising •  Cool new (and Enhanced) ad extensions •  Better reporting

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Today I’ll Cover

• New campaign & ad group setup • Mobile targeting, bidding & ads • Geo-targeting and ad scheduling •  Bid modifiers • New ad types • New reporting options •  Resources for learning more

Biggest Enhanced “Challenge”

• No separate targeting or bidding for Tablet computers vs PCs (desktop/laptop)

•  Conversion rates for tablet ads are often lower and CPAs (costs-per-action) are often higher

• No current workaround – factor it into your bidding strategy

Enhanced Campaign Structure

• Old way: targeting at the Campaign level meant separate campaigns for: –  Ad scheduling –  Geo-targeting –  Device targeting –  Bidding strategy

•  Enhanced: all this can be accomplished with bid modifiers

Old Campaign Structure

• Old way: Multiple campaigns with the same keywords; e.g. –  Pizza Delivery: Denver: Weekday –  Pizza Delivery: Denver: Mobile Weekday –  Pizza Delivery: Denver: Weekend –  Pizza Delivery: Denver: Mobile Weekend –  Pizza Delivery: Boulder: Weekday –  Etc.

Old Campaign Structure

–  CRM Software: US –  CRM Software: Mobile US –  CRM Software: England –  CRM Software: Mobile England –  Etc.

Enhanced Campaign Structure

Campaign: CRM Software –  CRM Software: one ad group with multiple

bid modifiers set for England and Mobile – and separate mobile-specific ads

• Simplifies setup, reporting, optimization – e.g. no redundant keywords

Enhanced Campaign Setup

•  First, gather data about past performance

•  For geographic and time-of-day performance, use “Dimensions”

•  For device performance, use “Segments”

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Enhanced Campaign Setup

•  Create a search-only campaign “as usual”

•  No device targeting is possible at this point

•  Set geographic targeting

•  Set daily budget

•  Set default bid for the first ad group (can be changed later)

•  Set up extensions later

Creating Mobile Ads

•  Check box during ad creation or edit

Creating Mobile Ads

•  Or designate in AdWords Editor

Mobile Ads

•  Use a mobile-specific call to action like “Call Now” (couple with Call Extensions)

•  Gotcha: Google doesn’t promise to restrict ad delivery to mobile devices – occasionally ads will appear on PCs

Bid Modifiers

•  Control what you pay for mobile clicks – or turn off mobile ad service

•  Change bid price per geographic target •  Change bid prices based on ad schedule

About Bid Modifiers

•  Adjust bid prices from the base you set at the

ad group level

•  For Mobile, bid modifiers can be set as low as -100% and as high as +300%

•  For geo-targeting and ad scheduling, modifiers can be -90% to +300%

Bid Modifier Examples

•  Mobile: -100% means ads will not be served on

mobile devices – just tablets and PCs – many of you should do this for every campaign

•  Bid modification = base bid + the modifier %

•  If the base bid is $1.00, a +50% bid modifier means the modified bid is $1.50

Bid Modifier Examples

•  A +300% bid modifier means the modified bid

will be $4.00

•  A -25% bid modifier means the modified bid is $.75

•  Don't set bid modifiers higher than +900%

•  Google will never increase bids more than 900%, even for “stacked modifiers”

Stacked Bid Modifiers

•  It’s possible to assign multiple modifiers – for

example, modifiers for geography and mobile

•  In this case, modifiers work together to assign final bid

•  Example: Base bid is $1.00, England targeting modifier is 100% ($2.00) and mobile is -25% ($.

75), final bid is $1.50

Bid Modifiers Gotchas

•  No bid modifiers for Tablets – all ads will

appear on desktop/laptop PCs and Tablets

•  Even with the Mobile modifier set to -100%, you may see clicks from smartphones

•  Be careful with stacked modifiers – compounded, they can set your bids higher or

lower than expected

Bonus Gotcha

•  Ad scheduling – based on the master time of

the AdWords account – so you’ll need to set up separate campaigns if you’re scheduling for

several time zones

Modifying Bids

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New Ad Extensions

•  Enhanced Sitelinks

•  Enhanced Call Extensions

•  Offer Extensions

•  App Extensions

Enhanced Sitelinks

Enhanced Sitelinks

•  Sitelinks at the Campaign or Ad Group level

•  Up to 20 sitelinks per ad group

•  Link text shortened from 35 to 25 characters

•  Can be scheduled, e.g. times of day

•  Can be either PC-specific or mobile-specific

Enhanced Sitelinks Setup

•  Even if your campaigns have been Enhanced,

you still need to manually upgrade sitelinks

Enhanced Sitelinks Setup

•  After upgrading, shorten link text to 25

characters

•  Up to two additional description lines can be added

•  Individual sitelinks can be designated Mobile and/or scheduled

Enhanced Sitelinks Setup

Enhanced Sitelinks Gotchas

•  Only appear in ads at the #1 position – or at

the bottom of search results

•  Combination of bid price, CTR, keyword quality score, etc.

•  Is it worth the effort? Not for everyone. Test it.

Enhanced Call Extensions

•  Useful for PCs and mobile devices – PC

example:

Call Extensions

•  Number redirects to your company’s

•  Calls are tracked by Google

•  Calls are free for ads displayed on PCs

•  When ads are displayed on mobile devices, calls are charged at click price

Enhanced Call Extensions

•  Extensions can be defined at the campaign or

ad group level

•  You can have separate extensions for mobile and PCs

•  Call extensions can be scheduled

Enhanced Call Extension Setup

•  If you’ve already defined call extensions,

you’ll need to explicitly upgrade them (like Sitelinks)

•  To set up a new extension or edit an old one:

Offer Extensions

•  Ads that feature discounts or special offers to

be redeemed at bricks-and-mortar locations

Offer Extensions

•  Clicking opens a Google-hosted page with a

coupon that can be printed out or saved

•  Coupon can include a code that can be scanned so that the redemption can be tracked and reported by AdWords

•  When linked to a Google Places Business Page, a map will also be displayed

Offer Extensions

•  Ads can appear on PCs and mobile devices

•  Sneaky fact: Offer Extension ads have been used by online vendors

App Extensions

•  Used for advertising downloadable iOS and

Android apps

•  Ad link leads to the proper download page in the Apple App Store or Google Play (Android app) Store – so no need to do explicit device

targeting.

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App Extensions

•  Obviously most useful when displayed on

mobile devices

Enhanced Display (GDN) Campaigns

•  Device targeting is still possible

•  Bid modifiers work as previously described

Enhanced Campaign Reporting

•  Get familiar with Segmenting data

Pro Tip: Get an MCC

•  AdWords Master Client Center

•  Available to anyone, not just agencies – even if you’re just managing one AdWords account

•  Much easier report generation (the “old” AdWords way)

•  Instructions: bit.ly/1ccTAWN

Wrap-up – Key Takeaways

•  Set mobile bid modifiers!

•  Set to -100% unless you have a mobile site or responsive design

•  Use data to inform your decisions about ad scheduling and geographic bid modifiers

•  Try sitelinks, call extensions first

Resources

•  Google Upgrade Guide: bit.ly/1cd3lV2

•  Google Bidding Guide: bit.ly/176ocm3

•  Google Enhanced Campaign Webinars: bit.ly/193R2Wp

•  Brad Geddes’ Stacked Bid Modifier Spreadsheet: fmbmedia.com/stacked.xlsx

Winning at Google AdWords Enhanced Campaigns

Presented by: David Szetela