Presented at BlueGlass Florida in November, 2010. I cover the latest Adwords features all paid search marketers should know and be testing.

1. 10 PPC Features You Should Know
(No really , I mean it.)
By: Joanna Lord
Director of Customer Acquisition, SEOmoz.org
joanna@seomoz.org
(day / month / year) @joannalord

2. Disclaimer:
I’m skipping the starter stuff.
You guys know all that already.
@joannalord

3. Let’s get on with it…
1. Advertiser goals in the Opportunities tab
2. Day parting with GA Adwords beta
3. Search Funnel Reporting
4. Broad match modifier
5. Enhanced CPC
6. Ad Sitelinks
7. Local extensions update
8. Remarketing
9. Campaign experiments
10. Potential Placement reporting
@joannalord

4. 1. Advertiser goals in the
Opportunities tab
Now have 3 common
advertiser
options available to help
steer
you:
1. Increase traffic:
ideas that are aimed to
help you get more
traffic to your site.
2. Balance cost & traffic
(default):
you get both suggestions
3. Maintain or decrease
cost:
ideas that are aimed to
help you maintain or
decrease your current
@joannalord
spend.

5. 2. Dayparting with GA Adwords beta
Stop being a fool yo.
Start day parting with real data
to guide you.
Before: pull your hair out
over Custom GA Reporting
Now: Look at day parting
tab & know just when to
shut off your campaigns
to save money and
reallocate to best
performing parts of the
day
- Takes the budget
optimization report a
step further. @joannalord

6. 3. Search Funnel Reporting
• Goes beyond last touch attribution,
you can now see all keywords that
led to a conversion.
• The search funnel reporting includes
a number of reports showing
metrics like assisted conversion
keywords, first & last click
analysis, time between actions, and
more.
• You activate these reports by setting
up AdWords Conversion Tracking (or
importing goals into Adwords from
GA).
*Please note that organic searches during this are not
tracked, this could be a limitation for those trying
to understand the true life cycle of their searching
audience.
**For those wondering, Google has officially stated that
search funnel data DOES NOT affect your quality
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score in any way for any given keyword (me =

7. 4. Broad match modifier
Broad match & phrase
match sitting in a
tree…
• More expansive than Phrase
match, more control than Broad
match.
• Increase #of clicks, and
strengthen ROI, especially if you
only play in broad mainly right
now.
 To implement the modifier, just put
a plus symbol (+) directly in front
of one or more words in a Broad
match keyword.
*** Please note: You should keep your Broad match and Phrase match types
RUNNING, this is meant to be an add-on, not a replacement.
@joannalord

8. 5. Enhanced CPC Bidding
• Recently launch
automated bidding
feature for search &
display
• Uses your campaign’s
historical conversion
tracking data to auto
adjust your Max CPC
(wait…like all those 3rd party tools and in house tools out there that have been doing this for many years…yeah exactly).
Examples of factors in the auto bid adjustment:
- how well a particular search or display network partner site in the Google network has converted
for you in the past
- looks at how well a root performed and applies that logic to query extensions (kind of dangerous)
- looks at the user’s info, i.e. location, browser, settings, etc. and forms truths over time on how that
type of user will perform
@joannalord

9. 6. Ad Sitelinks
• Additional links that fall
below your primary ad to
help extend relevancy WAIT! This looks like a familiar format…
• Introduced in Nov. needed to
prequalify, in June introduced a
one-line format that pre-
qualifies anyone, in Oct
introduced mobile. Look at all of that real estate….
• Done at the campaign-level,
make sure all ads are relevant
Ad Sitelinks enable you to point to
specific information on your
site…certain products, promos,
Pre-click optimization FTW!
etc.
@joannalord

10. 7. Local extensions update
Updates:
Can now show multiple
addresses for business
being searched
The results now update
dynamically when someone
interacts with the map
How to do it?
Go in, enable location extensions in your
Google Places listings. Sorry folks this is
only available to US advertisers right
now. <face palm>
@joannalord

11. 8. Remarketing
• Target users that visited
your site and move on to
another site within the
Google Display Network
• Based on their past
interactions on your site,
they become a prequalified
user
• Create integrated campaign
strategies
*Keep an eye on this
feature…just the beginning of
what Google is called it’s
Internet-Based Advertising
program.
@joannalord

12. 9. Campaign experiments
• Campaign management A/B
testing – Whoa!
• Enables you to test riskier and
more advanced management
strategies at any level
• Eliminates manual
benchmarking and tracking of
bid management tactic success
• Rolling out now in U.S. now.
• They added a tracking
parameter {aceid} allowing us
to identify if a click has come
from a control or
experimental side of a campaign
running in an experiment, making
segmentation possible.
AdWords Resource: http://adwords.google.com/support/aw/bin/topic.py?hl=en&topic=29099
@joannalord

13. 10. Potential placement reporting
(Display Network awesomeness FTW!)
• Launched a week ago, still limited, pre launch
optimization
• This feature will give you example sites in the
display network where your ads might appear
• Example sites are based on your keyword lists
• You also see suggested bids for these ad groups
• Things to note: only available for campaigns running
only on display (duh…you are all doing that
already)
• You still see the old reports available for GDN
@joannalord

14. That’s all I got.
Thanks for listening to me ramble.
#heartppc
Hit me up with questions:
joanna@seomoz.org
@joannalord
@joannalord