top google adwords features you should be using in 2017 · •well-tracked adwords accounts have a...
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Top Google AdWords Features
You Should Be Using in 2017
Vincent Sciplini VP, Digital Operations and Strategy
Carnegie Communications
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Vincent Sciplini VP, Digital Operations and Strategy
Carnegie Communications
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PPC Search Trends
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Queries Shift Toward Brand as the Journey Progresses
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prospective
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Search is Core to the Journey
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“The Mobile Moment”—May 5, 2015
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PPC Search Trends
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• Immediate Search Engine Visibility
• Promoting Time-Sensitive Events
• Total Control Over Advertising Spend
• Measurable Results
• Potentially High ROI
• Tailored to Mobile Audience
• Highly Targeted, Qualified Traffic
• Costly if Implemented Poorly
• Results Only Last as Long as
the Campaign
• Cost Per Click Can Be High
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Developing a Paid Search Strategy
• Keyword Research
• Ad Text Copy Writing
• Landing Page Selection
• Account Structure
• Conversion Metrics and Tracking
• Bidding Strategy and Budgeting
• Optimizations and Testing
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Common Results of a Poorly Executed PPC Strategy
1. Most Advertisers Do a Terrible Job of Tracking Conversions
• 29% of AdWords accounts have effective conversion tracking
• 42% have no conversion tracking in place
• Well-tracked AdWords accounts have a 50% higher conversion rate
2. Bid on the Wrong and/or Too Many Keywords
• Less than 6% of keywords produce 100% of the conversions
3. Ad Spend Can Become Inefficient
• Average AdWords account wastes 76% of its budget on non-
converting search terms
• Use the Google Search Term report!
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10 Things Successful PPC Managers Do Each Morning
• Catch Up On Industry News
• Check Ad Spend
• Add Negative Keywords
• Exclude Irrelevant Google Display Network Sites
• Track Leads
• Check for Top Spenders
• Verify Ad Positions
• Read AdWords Alerts
• Watch Anything New
• Get a Bird’s-Eye View of Yesterday’s Results
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Google Fun Facts! As part of their green initiative, Google regularly rents goats to mow the
lawns of their Mountain View HQ
Co-founders Larry Page and Sergey Brin originally named Google “Backrub”
Google has been acquiring, on average, more than one company per week
since 2010
According to State Farm, __ % of drivers surveyed access the Internet while
driving
29%
No part of a Google office is allowed to be more than ___ feet away from
some kind of food
150!!
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NEW Paid Search Results
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How Does the “Paid Search Algorithm” Work?
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Developing an Effective Keyword Plan
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Test Different Keyword Match Types
MBA
“adult MBA”
[adult MBA in Columbus]
+MBA +degree
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Exact Match Targeting Update!
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Google Expanded Text Ads (ETA)
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Enhance Your ETA
CALL OUTS STRUCTURED SNIPPETS
SITELINKS
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Demographic Targeting
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Device Bid Adjustments
1. Untethers desktop and tablet bids
2. Allows advertisers to make mobile the focal point of campaigns
3. Set separate bid adjustments for mobile, desktop, and tablet
• Set base bid and bid adjustments for one or all devices in the range of
-100% to +900%
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Remarketing Lists for Search Ads (RLSA)
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Remarketing Lists for Search Ads (RLSA)
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Similar Audiences for Search
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Search Gives You Total Control
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…Even Your Landing Page
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Checklist: Principles of Search Advertising • Media Plan: Is search integrated into my media strategy?
• Keywords: Have I zeroed in on the keywords users connect with my
brand?
• Bidding Strategy: How much is a click worth to me, and how much
am I willing to spend?
• Ad Text: Does my ad text display the message I want to address to the
user?
• Landing Pages: Do I send users to interesting, fast, and relevant sites
after they click?
• Conversions: Do I have a desired action on the landing page, and do I
measure it?
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Stay Fresh and Keep Learning
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