new adwords enhanced campaigns: what you need to know now
DESCRIPTION
For more information, visit www.wordstream.com Google recently announced some big changes to the way mobile advertising works in AdWords. The new Enhanced Campaigns represent the most significant change to AdWords campaigns in the past five years. In our next free webinar, WordStream's Founder and CTO Larry Kim will explain the top 5 things you need to know about Enhanced Campaigns, including: - Why Google is making mobile advertising easier than ever - How to use Enhanced Campaigns to manage your mobile ads, location targeting and more - When your account will be upgraded and what to do before Google upgrades you automaticallyTRANSCRIPT
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Webinar: New AdWords Enhanced Campaigns: What You Need to Know Now
Larry KimFounder & CTO, WordStream, Inc.Feb 15, 2013
Today’s Agenda
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• User Context and Why it Matters• Introducing Enhanced Campaigns for Search &
Display• Questions & Answers
Speaker Introductions
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• Larry Kim – Founder, CTO, WordStream, Inc.
– Been doing PPC & SEO for 10 Years!
– 5 Years ago, started WordStream!
– We’re the Provider of the AdWords Grader and the 20 Minute PPC Work Week
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Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #wordstream in your Twitter tweets, Google+ status updates, etc.
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Let’s learn a little about you….
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Live-Poll Question 1
Question: Have you had a chance to use the new AdWords Enhanced Campaigns Yet? #wordstream
a) Yes!
b) Not yet.
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Live-Poll Question 2
What do you think of the new AdWords Enhanced Campaigns #wordstream
a) Love them. Way better than before.
b) Upset about loss of features like device targeting, etc.
c) Indifferent / No opinion yet.
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3 Big Mobile Search Trends
1. Devices are Evolving Quickly!
2. Users are constantly switching between devices
3. New ways are needed to measure advertising effectiveness
This creates a lot of marketing challenges and opportunities!
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Understanding User Context
• User Context– Location– Time– Device
• Understanding User Context = Better ROI
• How is this different?
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AdWords Enhanced Campaigns
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New Bid Management Tools
• Day Parting• Location Bidding• Mobile Bidding
Manage your bids across location, time and device —all within a single campaign!!
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Location, Time and Device Bid Management
• Campaign settings have options for location, ad scheduling and device-based bid adjustments.
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Location Based Bid Management
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Time Based Bid Management
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Device Based Bid Management
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New Smarter Ads
• Scheduled extensions• Enhanced sitelinks• Customized messages on mobile location
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Ads Become User Context-Aware
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Ad Extensions Become More Powerful
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Ad Extensions Become More Powerful
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Advanced Reports for Measuring Mobile ROI
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New Phone Call Conversion Type
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Four key changes from enhanced campaigns
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1. Campaigns will run across all devices
2. Tablet bidding strategies will be aligned with desktop
3. Mobile bids will be adjusted at the campaign level
4. Mobile bids fully controlled by advertisers
Example 1: Local Restaurant
• Time: Evenings and Weekends do better. Disable ads when closed.
• Location: Great in the city, OK in the suburbs
• Smart Phone: Display click to call ads and/or offers when depending on user context.
• Track: Calls over 60 seconds indicate a conversion.
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Example: Software Company
• Location: Sells to English speaking markets
• Mobile Devices: Display click to call ads for searches on mobile, but only between 9AM-5PM on weekdays
• Track: Calls over 5 minutes indicate a conversion.
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Why I am so Excited for Enhanced Campaigns
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Community Reaction
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New Bidding Options for Google Display Network
• Time, Location and Device• Gender, User, Interests, Age, Placements• Coming Soon:
– More granular targeting options enabling advertisers to bid based on the value of target audiences.
– Bid adjustments can be enabled across multiple targeting criteria types within one ad group.
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Example: Wedding Photographer
• Time: More wedding research being done nights and weekends.
• Location: Mostly does local weddings
• Interests: Family & Relationships• Gender: Women tend to plan
weddings• Age: 28-45 • Placements: brides.com,
theknot.com, etc.
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Summary
• Enhanced Campaigns– Aligned with mobile world we live today– More Power AND Simplicity– Better ROI on Paid Search!
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Special Offer
• As more information becomes available on AdWords Enhanced Campaigns, are you interested in learning more from WordStream?– Yes!– No thanks
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Your Questions
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Thank you for attending WordStream webinar on Enhanced Campaigns in AdWords. #wordstream
Don’t forget to sign up for a Free Trial of WordStream:
http://www.wordstream.com/ppc-free-trial
Grade Your AdWords Account Today
http://www.wordstream.com/google-adwords Or contact us directly:
Larry [email protected]
http://twitter.com/larrykim