live webinar just in: adwords changes coming soon everything you need to know

5 BIG CHANGES COMING TO ADWORDS:

WHAT YOU NEED TO KNOW NOW

Larry Kim, Founder of WordStream, Inc.

A Diabolical Villain Has Stolen Our Desktop Clicks!

@wordstream #mobilePPC @larrykim

Mobile vs. Desktop vs. Clicks: Jan ‘13 – Nov ‘15

Source: Approx. 2500 WordStream Customers

(Not official Google Data.)


DesktopTabletMobile

He’s Abducted This Beautiful Actress!


Even Our IMF Boss isTrying To Frame Us!


How I Feel About Tackling Mobile Search Challenges with Desktop Search-Based Weapons


Mobile Converts Differently!

Larry’s #1 Mobile Search Epiphany


90% of Local Searches Turn into In-Store Sales!


We Need More Mobile Friendly Ad Formats



Ridiculously Hard to Come up With Mobile Friendly AdsWe Need Mobile Responsive Ad Formats!



Facebook Ads are Killing it in Demographic Targeting


Larry’s #4 Mobile Search Epiphany:

Need to Re-Think Mobile Bid Strategy@wordstream #mobilePPC @larrykim

Mobile Search Advertising Strategy Often Like…


We Need New Mobile AdWordsWeapons & Strategies!


Sridhar Ramaswamy, Senior Vice President, Ads &

Commerce


Jerry Dischler, VP Product Management, Google

AdWords


1. Founder of WordStream, Inc.

2008

2016


2. STUDIED ELECTRICAL ENGINEERING FOR 5 YEARS

2. Studied Electrical Engineering for 5 Years


Founder of WordStream, Inc.

2008

2016

3. Have a two year old Kid (#ppckid)

5 Powerful New Weapons for Mobile Search Ads!


Larry’s #5 New Mobile PPC

Weapon

Ads on Google Maps@wordstream #mobilePPC @larrykim

People visit 1.5 Billion Destinations / Day 1/3rd of Mobile Searches are Location Related

Location Searches Growing 50% Faster Than Mobile Searches

Over 1 Billion Users of Google Maps


Branded Pin on the map. Local Inventory

Ads and/or In-Store

Promotions


HOW DOES GOOGLE DECIDE WHAT ADS TO SHOW ON THE MAP??


Target User Context SignalsBrowsing History, Interests, Time of Day,

Behaviors, etc.(Similar to Display Advertising on GDN)


Larry’s #4 New Mobile PPC Ad Weapon

In-Store Conversions!


Google Has Mapped Out Millions of Store Locations


Tracks People Based on Location History

99% Accurate1 Billion Store Visits Measured in Last

2 Years.@wordstream #mobilePPC @larrykim

Larry’s #3 New Mobile PPC Weapon

Rethinking Keyword Bid Management for Mobile@wordstream #mobilePPC @larrykim


Enhanced Campaigns in 2013:Bid Multipliers

Location Device Audience


Device Bid adj.Computers -10%Mobile devices with full browsers -Tablets with full browsers +17%Total

Improved Bidding Controls

KEY TAKEAWAYS: Desktop and Tablet Bids are SeparatedBid Multipliers Based on a Keyword “Base” Bid.


Larry’s #2 Mobile PPC Weapon

New Ad Formats


Expanded Text Ads: Two Headlines!


Expanded Text Ads Details

Headline 1: 30 characters

Headline 2: 30 characters

Description Line: 80 characters total

Display URL field: removed, now autoextracts domain from final URL

Path fields: up to 2 fields, 15characters each


Expanded Text Ads Details

Advertiser control of new, second headline.

Longer creative messaging.Clear landing page.

Up to20%

CTR uplift* overexisting text ads

*actual uplift may vary depending on advertiser and account set up

Mobile optimizedexperience.

Additional line overexisting text ads.


New Responsive Mobile Display Ads


Larry’s #1 New Mobile PPC Weapon

Audience Targeting in Search Ads


Target search ads only to people who recently visited your site!

REMARKETING LISTS FOR SEARCH ADS (RLSA)

Users visit your site, get added

to your remarketing list

Show them customized ads

when they search on Google!@wordstream #mobilePPC @larrykim

Keyword Ad Targeting

Keyword+

Audience Targeting

What’s The Biggest Difference??


Power of Search Remarketing

So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.)

EngagementRates!

ConversionRates!

3X

3XCost Per Click!1/3


Email Audience Targeting 3x Conversion Rate vs. Generic

Campaign!Campaign Click Conversion

RateBrand Exact and Phrase Match 15.25%

Generic Broad Matched Keywords 11.21%

RLSA 23.32%

Email 31.11%


Email Audience Targeting = 10X CTR vs. Generically Targeted KeywordsCampaign Impr. CTRBrand Exact and Phrase Match 289,524 3.44%Generic Broad Matched Keywords 485,168 1.72%

RLSA 9,318 11.83%

Email 2,209 22.41%


Solution: Use NEW Similar Audiences for RLSA to Target “People Who Should Visit Your Site But Haven’t Yet Done So” To Grow Smaller Circle by 100x!

People Who Never Heard of

You Before

People Who

Visited Your Site

RLSA only Targets These Users

By Definition, RLSA Doesn’t Target People Who Never Visted Your Site.

The Problem with RLSA


Coming Soon: Demographic Targeting for SearchDemographic Targeting: They can Afford to Buy your stuff

Remarketing = They Recently Checked Out Your Stuff

Keyword Targeting = They Searched For Your Stuff

Target a Narrow Audience That

Meets all 3 Criteria = $$$


Demographics + Keywords = Unicorn Detector


Bonus New PPC Weapons (Not Mobile Specific)


New Google AdWords Interface in 2017


Updated Navigation System



Grouping Related Tabs

RIP Dimensions Tab?



Location Segmentation


New Campaign Creation Workflow

Machine Learning EnabledGoogle Analytics


What Does it All Mean?

@wordstream #newAdWords @larrykim

Summary: 5 Crazy PPC Mobile Weapons

3. Mobile Bid ToolsSeparate Tablet, Mobile, Desktop Bids

5. Ads on Google MapsSpecial Offers and Local inventoryAds Based on User Context

2. New Mobile Ad Formats50% bigger text ads. MobileResponsive Display ads.

4. In-Store ConversionsMeasure Ads Impact on Offline Shopping Behavior

1. Audience Targeting in Search AdsEnhancing RLSA with Similar Audiences, Demographic Targeting


Larry’s Key Mobile PPC Takeaway #1

Mobile First World


Larry’s Mobile PPC Takeaway #2

Tons of New Gear for Mobile Missions


Larry’s #3 Takeaway: Be a Unicorn in a Sea of

Donkeys!@wordstream #mobilePPC @larrykim

Thank You!


Special Offer


Would You Like?• A Free Demo of WordStream PPC

Advisor• A Free AdWords Account Assessment

with a Google AdWords Certified Representative• No I’m not interested in powerful New

PPC Weapons at this time


live webinar just in: adwords changes coming soon everything you need to know

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