Best Practices in an Enhanced Campaign World

@AnnStanley
How to Design, Segment
& Optimise an AdWords
Enhanced Campaign
PPC Best Practices in an
Enhanced Campaign
World
By Ann Stanley
Managing Director of Anicca Digital

@AnnStanley
Enhanced campaigns –
simpler set-up?
Courtesy of Jon Myers - Marin Software

@AnnStanley
Main areas that have changed
1) Settings – use of bid modifiers
• Location -90% to +900%
• Ad Schedule -90% to +900%
• Devices - combined campaigns for all devices, with mobile bid
modifier of -100% to +300% (at campaign or ad group level)
2) Ad Extensions – more options
• Sitelinks
• Call extensions and call forwarding
• Replacement of product extensions with PLA (Product Listing ads)
and now Shopping ads

@AnnStanley
GEO-TARGETING & LOCATION

@AnnStanley
Geo-targeting vs. location bidding
Geo-targeted campaigns
with
separate landing pages
Account Car
dealer
City 1 City 2
City
x 50
Country campaigns for
each mantacturer with
location bid modifiers
Account Car parts
ecommerce
Audi BMW
Make x
50
Location
bid
modifiers
Location
bid
modifiers
Location
bid
modifiers
Note: Recent change to default
location settings to include all
searches about service/product,
irrespective of where they are located!

@AnnStanley
When to use Location bid modifiers
Location specific campaigns Location bid modifiers within one
campaign
Example businesses Dealer network
Local stores
Franchisees
Ecommerce
National HQ
Campaign set-up Each campaign geo-targeted
Use of location based phrases
One campaign targeted to the UK
Landing page(s) Separate landing page for each
location/service combination
Separate landing page for each
product or service
Bidding Keyphrases bids within each campaign Keyphrases bids within each campaign
Use of location bid modifiers for best
or worse performing locations in
campaign

@AnnStanley
Ad Schedule –
data and bid modifier in one screen

@AnnStanley
Analytics – day parting in AdWords

@AnnStanley
B2B – office supplies –
Analytics data (day parting)

@AnnStanley
Revenue by hour of day created
using Pivot tables with Analytics data

@AnnStanley
B2C – garden centre

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B2C - revenue by hour of day

@AnnStanley
B2C – conversion rates by hour of
day

@AnnStanley
Mobile bid modifiers
• Mobile bid modifier of +300 to -100% at campaign and
ad group level
• Single keyword ad groups – SKAGS – can be used to try
to achieve mobile bid modification at keyphrase level
• However, desktops and tablets have same bid – despite
differences in performance for many sites
• -25% mobile bid modifier recommended as starting point
to achieve similar position as desktops and tablets
• Use -100% to turn mobile off
• Some propose that Google’s autobidding will take into
consideration the varying device performance at
keyword level
• Most agencies still unhappy with this change and want
tablet bid modifier as well

@AnnStanley
Use of mobile bid modifiers

@AnnStanley
Stacking of bid modifiers
Each modifier applied to modified bid not
base bid
1. Original bid £1
2. Geographical bid for London +25% = £1.25
3. Schedule bid for Monday 7am - 6pm +10% =
£1.37
4. Mobile bid -20% = £1.10

@AnnStanley
Sitelinks
Best practice
• Create a pool of Sitelinks for each campaign within your account
• Also include description – so if displayed it will take up more space
• Choose ~6 for each campaign (and ad group level if required) – typically only
4 will be displayed and only in top 3 positions
• Where possible include keyphrases in Sitelink
• Limit the characters to get 4 in a row
• Also set-up Sitelinks specifically for mobile
• Sitelinks can be scheduled eg. for time-limited offers
• Create additional landing pages (e.g. on a lead generation site) for the
purpose of creating Sitelinks?
Benefits
• Data is now saved, so you can see effectiveness of each Sitelink
• Ads with Sitelinks achieve higher CTR (positive effect on Quality Score)
• Additional (new) impact on ad rank (double benefit)
• Approximately 90% will click on the headline rather than the Sitelinks

@AnnStanley
Creating new Sitelinks

@AnnStanley
Ad group Sitelinks

@AnnStanley
Adding descriptions

@AnnStanley
For more on Sitelinks
Refer to Sam Owen’s presentation
on Advanced Tactics for AdWords
Ad Extensions & Beyond

@AnnStanley
Call extensions and forwarding
• Best Practice
– Use call extensions in conjunction with location
extensions for geo-targeted campaigns or for mobile
devices
– Use Google call forwarding number – there is no
additional charge for this (anymore)
– Add a mobile opted version
– Use scheduling to match your office opening hours
– Create “call conversion” for calls over >60 seconds
– Use in conjunction with site based call tracking
technology

@AnnStanley
Call extension set-up

@AnnStanley
Segment by click type and use
columns to see call data

@AnnStanley
REVIEW EXTENSION
AND SELLER RATINGS

@AnnStanley
Review extensions and advertiser
ratings

@AnnStanley
Create review extension
• Review in independent and trusted
media source
• In the last year
• Can be difficult to get approved
• Free if user clicks to the article

@AnnStanley
Testing seller ratings versions

@AnnStanley
Different types of reviews
UK Germany
Google’s own reviews • Google Certified Stops/Stores
• Google Local (through Google+)
3rd party seller ratings Trust Pilot.co.uk
Reviews.co.uk
Reevoo
Trusted Shops
ShopAuskunft.de
Trustpilot.de
eKomi
www.shopvote.de
Product reviews
Own product review Often Powered by
Bizarre Voice
www.bazaarvoice.com
/de

@AnnStanley
Consumer rating annotation - beta

@AnnStanley
New shopping campaigns
• Click on +Campaign button to see if you have the option to
create a Shopping campaign
• Still requires a linked Google Merchant Centre account and
uploaded/live product feed
• Better targeting – using data directly from the feed
– Ad groups replaced with Product groups
– Hierarchy of targeting, e.g. brand then product type, then product ID
– Use 5 custom label fields for further targeting e.g. price or margin
– Can filter within campaign settings eg. on one brand (or other targeting)
• More data than PLA’s – now see impression share, benchmark
CTR and benchmark CPC, “See search terms” (data is in
Dimensions tab)
• More competition –
– Demand for PLA’s has already increased resulting in higher CPC’s
– New ads easier to set-up - so will more merchants will use them?

@AnnStanley
Example product group hierarchy
Brand (Campaign)
Product Type
Item ID
Product Type
Item ID

@AnnStanley
Results of Shopping Ads and PLA’s
Clicks CPC
Converted
Clicks
Conversion
rate Revenue ROAS
Office
supplies Total 53,234 58.1% £0.60 2176 56.4% 4.1% £187,439 49.8% 5.8
Shopping 14,948 28.1% £0.51 85.0% 704 32.4% 4.7% 115.2% £57,123 30.5% 7.5 129.3%
PLA 15,982 30.0% £0.38 63.3% 523 24.0% 3.3% 80.0% £36,253 19.3% 6.0 103.4%
Underwear 9,082 65.6% £0.23 226 70.4% 2.5% £11,727 67.7% 5.6
Shopping 3,985 43.9% £0.21 91.3% 106 46.9% 2.7% 106.8% £5,184 44.2% 6.2 110.7%
PLA 1,974 21.7% £0.21 91.3% 53 23.5% 2.7% 107.6% £2,761 23.5% 6.8 121.4%
Auto Battery Total 17,950 6.1% £0.13 309 7.4% 1.7% £19,005 7.3% 7.9
Shopping 108 0.6% £0.12 92.3% 3 1.0% 2.8% 161.6% £111 0.6% 8.9 112.7%
PLA 983 5.5% £0.18 138.5% 20 6.5% 2.0% 118.0% £1,281 6.7% 7.3 92.4%
Fashion Total 35,011 16.9% £0.15 532 29.1% 1.5% £17,481 31.5% 3.4
Shopping 5,908 16.9% £0.12 80.0% 155 29.1% 2.6% 172.4% £5,509 31.5% 8.0 235.3%
Findings:
• Shopping and PLA’s generate >50% of traffic, conversions and
revenue in two of these examples
• CPC normally lower than account average
• Conversion rate and ROAS normally higher

@AnnStanley
What’s new in shopping
• Upgrade centre/help
• Bid simulator
• API – so reporting and bid management tools
should now be upgraded
• Local shopping results for store owners (currently in
beta and free in the UK!)
• Merchant Promotions - promotional attributes in
feed – for displaying offers (beta test in USA)
• Reviews in Shopping ads – test spotted early May
• Alternative ads – due to Anti-trust rulings

@AnnStanley
Shopping ads – local stores with stock
Set-up

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Ads offers and trust signals

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Spotted by CPC Strategy 9th May

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European anti-trust ruling against Google -
“alternative ads” to include comparison
shopping engine results (CSE)

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OTHER INNOVATIONS AND
BETA TESTS

@AnnStanley
Communication extension –
beta test

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Comparison ads - beta

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Image extension – beta test

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Video extension
• Google media ads have been retired
• New video ads - Coming soon!
• Video will be on Youtube
• Extended to other keyphrases (not just
brand)

@AnnStanley
Gmail sponsored promotions (GSP)

@AnnStanley
Dropdown navigation extension

@AnnStanley
Previous visit annotation

@AnnStanley
Summary
• With the exception of the issues with
controlling mobile devices – most
features of enhanced campaigns
have been positive
• Look west to see what extensions and
other betas are being tested in the
USA. The UK tends to get features next
and then Europe

@AnnStanley
Thank you
ann@anicca.co.uk
07930 384443

Best Practices in an Enhanced Campaign World

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