This presentation is from our 3rd quarterly marquee event on August 28th, 2013 presented by Brad Geddes. Google launched one of the largest changes to AdWords this year with the introduction of Enhanced Campaigns. While the data is still young, Brad has conducted several case studies and examined how that data flows into organizational techniques to use with enhanced campaigns. In this presentation, we'll examine several case studies and look at ways to take advantage of the data.
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Geographic Study
• 4 Accounts
• Spending Roughly $10 Million Month
Combined
• 2 Accounts were ecommerce
• 2 Accounts were lead generation
The Question:
• Should you combine geographic campaigns
together and use bid modifiers?
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Bid Modifiers are Great with CPC Bidding
Account
Single Campaign:
Bid Adjustments
Results:
Lead gen: -7.9% Reduction in CPAs
Ecommerce: -7.1% Reduction in CPAs
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Don’t Combine CPA Bid Campaigns
Account
Single Campaign:
CPA Bidding
Results:
Lead gen: 13.9% Increase in CPAs
Ecommerce: 11.4% Increase in CPAs
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Geographic Reach Case Study
• Each Campaign was a different theatre location
• 29 locations
• Pre-enhanced campaigns:
– 90% of the conversions came from a 10 mile radius for all
theatres
– CPA target was static, but CPAs raised the further someone was
from the theatre
• Note: budget could not be changed due to company
constraints
The Question:
• Will using bid adjustments on a radius target allow for more
conversions from further away and more total conversions?
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Results
• Target CPA stayed the same in the home region
• After some tweaking, could bring in more
customers at target CPA from further away
• Could not lower CPA and still spend budget
regardless of the tweaking done to the bid
modifiers.
– Result: total conversions stayed the same
– Lesson: when expanding geography, you need more
budget to make your experiments worthwhile in the
long run
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The Study
• Accounts were only on mobile devices
• 13 accounts
• Spending Roughly $4 Million Month Combined
The Question:
• With max bid mobile bid modifiers and only
mobile preferred ads, how would enhanced
campaigns affect the CPAs?
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Mobile Bidding: Ad Group Adjustments
Account
No Mobile: Bid Adjustment: -100%
Mobile Better (keywords don’t want on desktop):
Bid Adjustment: 300%
Same by Device: Bid Adjustment: 0%
OR
Overall difference for most keywords the same: Bid
adjustment based upon delta
Ad group 1: -10%
Ad Group 2: +22%
Ad Group 3: +19
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Ad Group Sitelink Study
• 9 Ecommerce Accounts
• Combined spend of $1 million /month
The Sitelinks:
• For low value items, the sitelinks were focused on cross sales
– similar item value
• For high value items, the sitelinks were focused on upsells
– upsell 50% or less of item value
• For ambiguous searches, the sitelinks were focused on the specific
items to narrow down the user interest
– Query: “Women‘s dresses” Sitelinks: Evening dresses, cocktail dresses,
etc
The Question:
• Would custom ad group sitelinks lead to higher profits?
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The ‘Cheater’ Method
• Create multiple ads per ad group
• Analyze the data by device
• Make the mobile winner mobile preferred
• Leave the desktop winner as is
Note: 1-5% of our mobile clicks come from the
non-mobile preferred ads.
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