In this webinar, WordStream's Founder and CTO Larry Kim is joined by two of Google's experts on Enhanced Campaigns to explore four ways you will benefit from the new AdWords features. The panel discusses the specific features, value, and performance reporting available using four distinct use cases and examples. You'll learn why and how to use: - New Offer Extensions - Mobile App Promotions - Day parting & Location Targeting - Mobile Sitelinks & Mobile Ad Formats

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Webinar:
Google Enhanced Campaigns:
4 Use Cases for SMB Advertisers
Larry Kim, WordStream
Sher Khan, Google
Hruthika Charan, Google
April 24, 2013

2. Today’s Agenda
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• Enhanced campaigns product overview
• Offer extensions
• Upgraded sitelinks
• App extensions
• Case Study: 4 takeaways from upgrading accounts
to Enhanced Campaigns

3. Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #wordstream in your Google+ status
updates,Twitter tweets,, etc.
3

4. Speaker Introductions #wordstream
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• Larry Kim
– Founder, CTO, WordStream, Inc.
– Been doing PPC & SEO for 10 Years!
– Today we’re an industry-leading provider of a
PPC Management Platform and Keyword
Research Tools
• Sher Khan
– Strategic Partner Manager, Google
• Hruthika Charan
– Account Strategist, Google

5. Let’s learn a little about you….
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6. Poll Question 1: Have you actually upgraded one or more of
your active campaigns to Enhanced Campaigns?
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a) Yes!
b) Not Yet

7. Poll Question 2: What do you value more for your business: Clicks from
Mobile Devices (excluding tablets) or Clicks from Desktops/Notebooks?
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a) I value Desktop/Tablet clicks more
b) I value Mobile clicks more
c) I value them the same
d) No opinion

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Consumer insights and the
evolving digital landscape

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We connect at any time, from anywhere, using a
variety of devices

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There's a lot for marketers to consider...
Devices are evolving quickly, with a growing
list of form factors and capabilities.
People are constantly switching between
devices, using the one that works best for where
they are and what they are trying to do.
Device evolution and changes in consumer
behavior present new ways to measure
advertising effectiveness.

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More relevance to people's intent and their
context, at exactly the moments that matter
These changes will mean better results for advertisers
Device
Time
Location

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Enhanced campaigns
product overview

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Our new enhanced campaigns will have three
areas of improvement
Powerful marketing tools for
the multi-device world.
Advanced reports to measure
new conversion types.
Smarter ads optimized for
varying user contexts.

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Powerful tools for the multi-device world
Ability to easily manage your bids across locations, time and
devices—all within a single campaign
Bid adjustments and reporting by:
Time Location Device
Multiple bid adjustments
Key features

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Smarter ads for varying consumer contexts
Ability to show the right creative, sitelink or extension based on user
context and device capabilities.
Key features
Customized messages on mobile location:
Optimize bids for different locations (e.g., New York
City) and near specific places (e.g., within half mile
of Joe's coffee house).
Scheduled extensions: Set extensions to appear
only during certain times of day or on mobile
devices.
Enhanced sitelinks: Manage individual sitelinks in
customized ways at the campaign and ad group
level.

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Advanced reports to measure new conversion types
Ability to track new conversion types such as calls, digital downloads,
in-store purchases and cross device conversions.
Key features
Calls: Count calls as conversions with
advanced call tracking.
Digital downloads: Track app downloads as
conversions (books and music download
tracking coming soon).
In-store purchases: Measure offline
redemption of saved offers from ad extensions
(coming soon).
Cross device conversions: Measure
conversions that start on one device and finish
on another (coming soon).

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Four key changes from enhanced campaigns
1. Campaigns will run across all devices Enhanced campaigns will run across all devices, with
optimizations for mobile and elements of user context like location and time of day. Mobile ads
require special bids, extensions, ad text and headlines and these can be managed from the same
campaign as your desktop ads.
2. Mobile bids will be adjusted at the campaign level Bids can be set at the keyword level, but the
mobile bid adjustment applies uniformly to all the keyword bids in the campaign. It is not possible to
designate different bids at the keyword level for mobile within one campaign.
3. Tablet bidding strategies will be aligned with desktop Tablets and laptop devices are rapidly
converging, and research shows behavior is similar. With enhanced campaigns, tablets do not have
a separate bid adjustment independent of default desktop/laptop bids. Your ads will automatically
show up on desktop and tablet.
4. Mobile bids fully controlled by advertisers Google historically adjusted bid automatically for
mobile when a campaign targets multiple devices (e.g., desktop and mobile). With mobile bid
adjustments, advertisers will have full control of mobile bids, and Google will stop automatically
adjusting bids.

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Reach your customers with fewer campaigns
Enhanced campaigns will allow you to simplify campaign structures
allowing you to save time and resources.
Legacy campaign vs Enhanced campaign
50 campaigns
for location
1 campaign with 50
location bid adjustments
50 duplicate campaigns
for daypart/sitelink
combinations
With scheduled
extensions and
dayparting
100 duplicate
campaigns with
mobile bids
and mobile
device bid
adjustments
200 campaigns 1 enhanced campaign
+
+
2 dayparts (with different store
sitelinks based on if the store is
open/closed) and different bids
2x
2x
1 bid per keyword on desktop
1 bid per keyword on mobile
50 locations with varying bids 50x

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Offer extensions

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Consumer landscape has evolved and enhanced
campaigns is a platform to capture the opportunity

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Meet Linda,
the connected consumer

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Top of mind
Multiple
devices
Social sentiment
Always
on the go
New behaviors of the connected consumer
Consumers search for products and looking for products or services anytime, from
anywhere, and across devices

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The new purchase path
Non-linear and on multiple devices
80% Start their shopping with
online research
51% Research online and visit
a store to purchase
IPSOS/OTX Google Holiday Shopping Intention Survey Wave 1, 2012
PWC multi-channel shopping survey, 2011
Forrester US Retail Forecast 2009

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Search ties consumer behavior together
6 am
8 am
Noon 3 pm
8 pm
10 am 6 pm

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Reach consumers at the precise moment of relevance,
and drive in store traffic and conversions
1
Based on search query, offer
extensions show in Google search
ads on phones in top position
Consumers can click on "get
offer" to use now or save it to
their Google Offers account
Offers can be redeemed right away on
phones, or consumers can get a reminders:
(1) via email OR (2) via a phone reminder
when they're near the store location
2 3
Hungry For Delicious Burgers?
Jakesburgershop.com
Visit us today to try our new items and you will be delighted!
Save $2 when you visit and spend
over $10 – Expires March 14, 2013 Get offer
4
Your Jake’s Burger Shop Offer is
Saved to your Google Account
Jake’s Burger Shop
Jake’s Burger Shop
Jake’s Burger Shop
Note: These screenshots are only indicative and the actual interface could be slightly different

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Drive the right customers to your business
Measure in-store impact of online promotional spends
Target and bid differently by your customers’ locations.
Bring people looking for products and services online to the
store location

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App extensions

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App Extensions are available to give users the option to visit the app store or
your mobile site
Hungry For Delicious Burgers?
Jakesburgershop.com
Access our new Menu. Download our Mobile App for
Free Today!
Android App Download -
What if Jake’s Pizza Shop had a mobile app?
Start an Order
Menu
Find Stores Nearby
Jake’s Burger Shop
Jake’s Burger Shop
Use this app to get acquainted with our menu
and also to place an order online!
Note: These screenshots are only indicative and the actual interface could be slightly different

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Mobile apps represent an exploding opportunity
There are hundreds of thousands of apps available and 35 billion apps
downloaded from iTunes App Store and Google Play.
APP
STORE NEW
S
App marketplaces are cluttered
with many apps to choose from,
and mobile search and display
are ideal channels for
advertisers to promote their
apps and drive downloads
Mobile display campaigns allow
customers to accrue a large amount
of downloads in a short period of
time and benefit from ecosystem
dynamics like improving the app’s
ranking in the respective app stores.
Mobile search campaigns
allow customers to reach
users who have expressed
intent in downloading
your app

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Promoting your app with enhanced campaigns
Driving digital downloads of apps is made easier with
enhanced campaigns.
New “App/Digital content ad”
template available in enhanced
campaigns obtains compatibility
information directly from digital
stores (Google Play, App Store)
Setting device, carrier and OS
settings are no longer necessary. We
only serve ads to relevant devices
(i.e. ads for an iOS app will not show
on Android devices)
The app promotion template
will also pull in information
from the store, such as app
icon, pricing and country
availability to make setup as
simple as possible

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Upgraded sitelinks

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• INSERT BRAD’S SLIDES HERE
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In the Trenches with
Enhanced Campaigns:
4 Takeaways from
Upgrading accounts to
EC’s

34. Case Study: Vehicle Parts Supplier
• Large Seller of Car Parts in
the USA
• How They Sell:
– Online Store
– National Call Center
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35. Vehicle Parts Supplier: Ad Performance
• Mobile CPA is nearly 50% higher than Desktop
and accounts for just 17% of the conversions
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36. #1 Key Learning: Majority of SMB’s Undervalue
Mobile Search
• By a 10:1 margin, respondents valued desktop/tablet
clicks over mobile devices (March 21, 2013)
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37. Upgrade Plan
• Determine the Value of Mobile
• Upgrade 2 Campaigns
– Standard Call Extensions + ad scheduling
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38. #2 Key Learning: Great Opportunity to Educate
Clients on How to Get More From Search
• Calls convert 4x higher than Clicks to website
• Mobile generates 2x more conversions than we
thought
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39. Case Study: National Talent Agency
• Big Database of Actors and
Models
• How They Sell:
– Online
– National Call Center
– Offices in a Dozen Cities
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40. #3 Key Learning: Don’t Forget To Upgrade When
You Upgrade to EC’s
• Consolidated 100 Campaigns into 50 Campaigns
• Leverage Bid Strategies
– Evenings and weekends do better
– Certain neighborhoods do better
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41. Case Study: Windows Software Development Tools
Vendor
• Sells Web programming tools
for Microsoft windows
• How They Sell:
– Online Store Only
– Free 7 Day Download
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42. Response From Google
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“Agree that inability to bid
separately for tablets is a valid
concern”
“Recommend waiting to
upgrade this particular client”

43. Key Learning #4: Some Customers are Mad
• Shifting Allocation to GDN / Remarketing
• Try Bing? Bite the Bullet?
• Crazy Idea to use Remarketing Lists for Search Ads
(RLSA)
• Not really sure how things will work out
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44. Summary: 4 Takeaways from Upgrading 100
accounts to Enhanced Campaigns
1. SMB’s Undervalue Mobile
2. Great opportunity to educate clients!
3. Don’t forget to upgrade when you upgrade
4. Some clients are pretty mad about EC’s
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45. Poll Question 3: I want to start optimizing my paid search
campaigns! I’d like a free live demo of WordStream PPC Advisor
45
a) Yes!
b) No thanks

46. Your Questions
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Thank you for attending: Google Enhanced Campaigns:
4 Use Cases for SMB Advertisers #wordstream
Learn about our services!
http://www.wordstream.com/remarketing-services
Or contact us directly:
Larry Kim
lkim@wordstream.com
http://twitter.com/larrykim

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