just in: adwords changes coming may 2015 - everything you need to know (webinar)
TRANSCRIPT
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?
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Join the conversation on Twitter
#PPCLife
@WordStream
@larrykim
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3 Random Facts
About Me
(@larrykim)
1. (Slightly) Obsessed With Unicorns & Quality Score
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2. Have a 1-Year Old Kid (#ppckid)
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3. Originally From Winnipeg, Canada!3. Originally from Winnipeg, Canada
Actual Photos of Boston From February This Year
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Actual Photos of WordStream’s Global Headquarters:
2008 2015
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Me at the Big Google AdWords Event on Tuesday This Week!
Paul Feng, Director of
AdWords Product
Management
Jerry Dischler,
VP of AdWords!
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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.
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Everything You Need To Know About The New AdWords Changes
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Today’s Agenda
1. Micro Moments?
2. All of The New AdWords Features and Functions
3. What Does it All Mean?
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#1
Micro
Moments?
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Google: More Searches on Mobile Than Desktop
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Google: More Searches on Mobile Than Desktop
91% of People Use Phone in Middle of Some Other Task
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“Micro Moments” - I Want To Buy, Go Somewhere, Do Something, etc.
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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
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#1
New Ad
Experiences for
Mobile
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50% of Car & Automotive Searches Happen on Mobile.
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New Mobile Ad Formats to Capture “Micro-Moments”
Old Format New Format
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New Format More Likely To Inspire Relevant Actions
Image Carousel With Detailed Info
Call or Get Directions
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69% of Travel research is done while waiting or commuting
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New Mobile Hotel Ad Experiences
Ratings Info! Click to Book!
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175% Growth in Shopping Searches on Mobile in First 5 Months of Year
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New Shopping Ad Experiences
Old Format New: Local Inventory Ads!
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New Shopping Ad Experiences
Expandable Product Card
Reviews and Ratings
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48% Growth in Mobile Finance Searches (Mortgages, Credit Cards, etc.)
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Compare and Buy Insurance Online
Expandable Product Card
Call Local Agent
Detailed Reviews
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Use Google to Get a Credit Card
Compare Rates Support for Regional Banks
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Get a Mortgage!
Latest Rates Ratings and Details
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@larrykim
What if Your Business isn’t One of Those Industries?
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#2
New PPC
Automation
Tools
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15% of Searches on Google are Unique and Have Never Been Searched Before
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Complete Redesign of Dynamic Search Ads
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Greater Transparency in Dynamic Search Ads
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Simplification of Google Display Ad Formats
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51 Image Ad Formats on Google Display Network!!
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New: Auto Resizing of Display Ads
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New Target CPA Bid Simulation Tools
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New Bid Strategy Dashboards
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#3
New Tools to
Measure Impact
of Mobile Ads
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9 out of 10 Smartphone Users Start a Task on one Device and Finish on Another
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Cross-Device Conversion Tracking Extended to New Conversion Types
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What About Attribution?
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6 Conversion Attribution Models!!
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New: Data Driven Attribution Model
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Taking Action on The New Attribution Data
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#4
What Does
it All Mean?
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1) Mobile… Duh.
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2) AdWords Getting Increasingly Complicated
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A Quick Note on
Call Tracking
Tracking
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Two Types of Call Tracking:
• Calls Directly From Call Extension
• Calls Number Listed on Website (or other Marketing Materials)
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Call Tracking from Call Extensions
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2. Keyword Level Call Tracking
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Track and Record Calls!
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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
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Q & A
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