new adwords features you shouldn't ignore: 3 experts share their secrets

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New AdWords Features You Shouldn’t Ignore:3 Experts Share Their

Secrets

#thinkppc

Presenters• Frederick Vallaeys

– Founder of Optmyzr

– PPC Hero Blogger

– @siliconvallaeys

• Jeff Baum– Director of Services at Hanapin

Marketing


– @jeffbaum71

Matt Umbro– Associate Director of Search

at Hanapin Marketing


– @Matt_Umbro

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

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Who is Hanapin?– Run the world’s most popular PPC

blog and conference.– We manage and optimize global paid

search, paid social, and display programs.

– Within 12 months, brands can expect a 250% increase in their growth trajectory.

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Our Clients


New Ad Extensions that Optimize Results

Matt Umbro, Associate Director of Search

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Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Price Extension On Desktop

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Results*Time frame is 1/1/17 - 3/13/17

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Visual Sitelinks

● Minimum image size is 1280 x 720 px● Need at least 4 images with 16:9 aspect

ratio● Title can be up to 25 characters and

description up to 50 characters● No logo, graphic, or text overlays

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Visual Sitelinks

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Promotion Extension

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Message Extension

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Summary● Price, Visual Sitelinks, Promotion, and Message extensions are the

new kids on the block. Test them if you aren’t already

● These extensions are seeing better CTRs than more traditional ones (ie: sitelinks, mobile apps, etc)

● Price and promotion extensions are bringing in more conversions than expected

● Overall headline CTR remains strong with these extensions in place



Secrets


Data Studio, Ad Customizers and Scripts

Frederick Vallaeys, Founder & CEO of Optmyzr

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Live Poll Question

How Much Time Do You Spend on Reporting?#thinkppc

A. Less than 1 hour per monthB. 1-3 hours per monthC. 3-5 hours per monthD. 5+ hours per month

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Topics

3 Things I’m Excited About in AdWords:

1. Data Studio for PPC reporting2. If-Functions for creating more relevant ads3. PPC automation with AdWords Scripts

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Avoid Common Reporting MistakesAvoid Common Reporting Mistakes

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1. Don’t Send Reports Too SoonReporting delays in AdWords

Reporting delays for Google Analytics conversions

Conversions that take a long time to happen

Some conversions may take a long time to happen

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2. Choose Your Visuals CarefullyThis table may get someone worked up over bad performance on tablets

25% worse than computers!

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Choose Your Visuals Carefully

The same data presented another way focuses the reader on the positives

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3. Averages Lie

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Properly Segmented DataSome common segments you should include in reports:

● Brand vs non-brand

● Networks

● Devices

● Hour of week

● Audiences

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4. Send More Useful Reports

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Reporting Is Full of Trade-offs

Automate with a tool to save time

• Costs Money

Save money and do it manually

• Costs Time

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Free Tools

• AdWords Campaigns• AdWords Reports• Google Analytics• As of last month, Data

Studio is the newest free reporting tool from Google.

Reporting With Data Studio

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Pros and Cons of Data Studio

Pros

• Customizable with different fonts, colors and layouts.

• White-label with images.• Create dashboards that are multiple

pages.• Data integrations with Google Products

– AdWords MCC– Analytics– Search Console– YouTube– BigTable– generic connectors like MySQL

Cons

• No integrations with Bing Ads, Facebook Ads and other Google competitors.

• Cannot be white-labeled with a custom domain.

• Cannot be shared on an automatic schedule.

• Currently cannot be shared with people without a Gmail or Google for Work account (though Google expects this to be supported eventually).

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1. Create an MCC Dashboard

A safe way to share multi-account data

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How to Create the MCC Dashboard

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Data Sources in Data Studio

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2. Spice Up Your Tables

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Customizing a Table - Live Demo

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3. Include Third Party Data

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Option 1: Zapier and App Scripts

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Option 2: Custom Fields

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Calculated Fields

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Count

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Min or Max

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Text Functions: Replace

Remove the word ‘alpha’ or ‘beta’ from the campaign name

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Ad Customizers

Easily Customize Ads For Audiences and Devices

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Customize Ads With Business Data

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Mobile Ads

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If-Functions

If (first possible condition) { Then do this;} else { Do the default thing;}

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{=IF(device=mobile,show this):show the default}

Mobile Ads Through If-Functions

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Syntax: {=IF(audience IN(trial signups,hanapin webinar),

Fast Support.):Get a free trial}

Customize Ads By Audience

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Automation With Scripts

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AW Scripts are pieces of JavaScript code that can automate tasks in AdWords on a predefined schedule.

What Are AdWords Scripts?

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Anyone Can Use AdWords Scripts

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Scripts can create reports and make account changes:

• Video Campaigns• Shopping Product

Groups• Ad extensions • Budgets • Bid Strategies • Advanced APIs • Labels• Reporting API

• Audiences• Keywords• Bids• Ads• Ad Groups• Campaigns• Targeting• Bid modifiers

What Can Scripts do in AdWords?

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Scripts don’t work with some parts of AdWords:

• Keyword Planner• Display Planner• Auction Insights• Experiments • Draft Campaigns• App Campaigns• Bid Simulator

• Change History• Campaign Creation• Billing• Opportunities• Reports Tab

What Can’t Scripts Do In AdWords?

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Free Script: Stacked BiddingStacked bidding:

Exact $1.00

Phrase $0.80

Modified Broad $0.70

Broad $0.60

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Check for Automatically Added Ads

Our script will email you if the label for automatically generated ads shows up in one of your accounts under an MCC



Secrets


New Mobile & GDN Features That Drive

Performance

Jeff Baum, Director of Services

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Adwords IF Functions: Background

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Adwords IF Functions: What’s an IF Statement?

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Adwords IF Functions: Targeting

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Adwords IF Functions: Examples

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Adwords IF Functions: Benefits

● Efficiency.

● New A/B testing possibilities.

● Similar to ad customizers without needing data feed.

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Adwords IF Functions: Set Up

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GDN Smart Display Campaigns

● Automated bidding.

● Automated targeting.

● Automated ad creation & optimization.

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Smart Display Campaigns● Combines assets,converts into

ads & automatically resizes.

● Automatic targeting.

● Optimize based on best performing combination of images & text.

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Smart Display Campaigns

● Giving up manual bidding.

● Giving up device targeting.

● Giving up manual targeting & ad creation.

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● Consider structure.

● Letting system learn.

● Incremental changes.

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Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Offers!

A. Get a free trial of OptmyzrB. Get an account analysis by the experts at Hanapin

(For accounts spending 15k+/month)C. BothD. No Thanks!

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc• Contact us Directly:

» Hanapin Feedback: [email protected]

Optmyzr Feedback: [email protected]

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