PPC Updates Summer 2014

Ryan Campbell – @_ryancampbell

AgendaAdWords• Migration from PLA’s to Shopping campaign• Display Select• Close variant setting updateBing• Interface Changes• URL auto tagging• Bing enhanced campaigns

Google Shopping Campaigns

Google Shopping Campaigns

Close Variant Setting

Close Variant SettingKeyword:

snack pack

Query: snack pack

Close Variant Setting

Keyword: snack pack

Query: snack packs

Query: snack pak

AdWords Default Network Settings

AdWords Network Options

Search Network with Display Select

Site Links Dynamic Site Links

Site Link Options

SitelinksIncreases CTR on average 10%

Dynamic Sitelinks

Site Links Dynamic Site Links

Site Link Options

Updated Bing Interface

Bing URL Auto Tagging

UTM Tracking Codes

URL Auto Tagging

Bing Enhanced Campaigns

New

Old

@_ryancampbell

Appendix• Google shopping

– RKG blog post: http://www.rimmkaufman.com/blog/google-shopping-campaigns-overview/26062014/

• Close variants– Larry Kim quote: http://searchengineland.com/farewell-pure-exact-match-

google-will-soon-force-campaigns-close-variants-enabled-200615– Matt Umbro study: http://www.practicalecommerce.com/articles/66088-

Demystifying-Google-AdWords-Keyword-Variants• Site links

– Larry Kim quote on site links: http://www.wordstream.com/blog/ws/2014/07/25/dynamic-sitelinks