2. About Luke
⢠Director of PPC at
Avalaunch Media
⢠5 Years Experience in SEM
⢠Lead Gen & eCommerce in
Finance, Law, Non-Profit,
Local, and More.
@LukeAlley
4. Phase 1: Anger,
Outrage
âIt's the most
lowbrow thing
Google has ever
done.â
â Search Marketing Exec
@LukeAlley
âI am sooo mad right
now. This is robbery
plain and simple. Its like
stealing cash straight
from our pockets. It
really is, period. End of
story.â - Rychelle
5. Phase 2: Coping
âOne thing PPC managers
are not hating on with EC is
the new geo-targeting
feature.â - Amanda
@LukeAlley
6. Phase 3: Acceptance
@LukeAlley
âBy simplifying this process, Iâm
confident that youâll see an uptake
in mobile advertising adoption and
ROI.â - Larry
7. Phase 4: Scrambling
âWe will begin
automatically upgrading all
AdWords campaigns to
enhanced campaigns
starting on July 22, 2013.â Goog
âAdvertisers have upgraded over
6 million legacy campaigns,
representing almost 75% of
active campaigns. Starting today
we will begin upgrading all
campaigns automaticallyâŚâ -Goog
@LukeAlley
8. Phase 5: Settling
âAdwords cost per click
down 6% in Q2, Google
shares fall by 5%â -SEL
âOne thing that is absolutely
not true is that enhanced
campaigns will save you
time.â -Alastair
@LukeAlley
10. The Good
MOST SIGNIFICANT
â˘
CPCâs have dropped
â˘
Robust sitelinks
â˘
Location bidding
â˘
New conversion types: app downloads &
calls.
â˘
Sitelink setting options
â˘
Adgroup level sitelinks
â˘
Bidding by radius
LEAST SIGNIFICANT
⢠Flexible bid strategies
@LukeAlley
11. The Bad â Lack of
control
MOST SIGNIFICANT
â˘
â˘
â˘
â˘
â˘
â˘
â˘
CPA has risen
Tablets are combined with desktops
Mobile campaign combined with
tablet/desktops
Mobile bids are -100% to 300% of
desktop bids
Mobile bidding at adgroup/campaign
level
Mobile preferred creative
Not a time saver
LEAST SIGNIFICANT
@LukeAlley
12. The Ugly - Top 9
Strategies for
Enhanced Campaigns
@LukeAlley
13. Mobile Preferred Ads
⢠Test ads to see which does
best on mobile, make
responsive (Geddes)
⢠If no responsive design, send
to mobile optimized page.
⢠Makes up for no separation of
mobile
@LukeAlley
14. New Sitelink Options
⢠Use expanded, adgroup
sitelinks
⢠Device preference
⢠Start/end dates
⢠Weekly scheduling
@LukeAlley
15. Location Bidding
⢠Look at this often.
⢠Use âWhere your users
wereâ to drill down to more
specific locations, add them
@LukeAlley
16. Call Conversions
⢠Report phone call
conversions
⢠If calls are valuable
show only phone
number on mobile, use
call focused MPAs
@LukeAlley
18. Device Targeting/Bidding
⢠Make sure you use it!
⢠Break out âmobile outlier
keywordsâ into their own
adgroups to manage
mobile bids better.
@LukeAlley
19. Responsive Design
⢠Just do it!
⢠If no responsive design,
send to mobile optimized
page.
@LukeAlley
20. Mobile Only Campaigns
⢠Iâve seen it with my own
eyes!
⢠Mobile bids at 300%,
mobile preferred ads
only, mobile optimized
webpage.
⢠Be cautious, keywords
were only being triggered
on mobile & not desktop
@LukeAlley
22. Top of the Line Tools
⢠Keyword organization â
Mergewords.com
⢠Competitive Research â
Spyfu.com
⢠Phone Tracking â Callrail.com
⢠CRO â
VisualWebsiteOptimizer.com
⢠Management â Marin Software
@LukeAlley
23. Working With Google Reps
⢠Monitor every change â they love
enhanced
⢠Have them help with new ads,
keywords
⢠Avoid YouTube, Display, raising
bids, and be weary of betas
⢠Squeaky wheel gets the grease
@LukeAlley
24. The Paid VS Organic Battle
â˘
â˘
â˘
Google is in PPCâs corner
SEO is becoming harder
PPC is a long term but
consistent investment
⢠Ads are taking more space
⢠Ad Extensions
⢠PLAs
⢠Image Extensions
@LukeAlley
30. Google and Bing
â˘
â˘
â˘
â˘
â˘
Bing has best of both worlds.
Tablet
Start on Google then transition
to Bing â Easy import options
Google is years ahead but
Bing is catching up â mostly
the same features
Bing says they have higher
quality leads/sales. We havenât
seen that.
Bing is quick to listen to
feedback.
@LukeAlley
31. My Prediction: Bing will
eventually change to
Enhanced Campaign
structure.
@LukeAlley
32. How We Measure Lead
Generation Results
⢠Measure the lead quality
⢠Marin Software
⢠Import conversions
⢠Phone calls
⢠Tie data back to keywords
⢠CallRail.com
@LukeAlley
33. How to Get the Most Out of Your
Agency
⢠Communicate back to
emails/phone calls
⢠Set clear goals for CPA, calls,
etc.
⢠Understand what to expect
⢠Squeaky wheelâŚ
⢠Send them gift baskets ď
@LukeAlley
Find out⌠how many are running PPC currently or have run PPC? How many are doing it themselves? Who has used an agency? How many have seen success with PPC?
What date was Enhanced Campaigns announced?
Feb 6th, Twitter exploding, feuds between people arguing about tablets, shock, some agencies had been able to use ECs for several weeks prior, feedback was mixed
People began using ECs, saw features they actually liked, made it easier for many small advertisers to manage their accounts, made it more difficult for large, savvy advertisers. How many people got a call from Google to opt in?
More and more managers saw good results, date was still far off, Google was still making adjustments, originally only offered mobile bid adjustments at Campaign level, switched to adgroup level. Ask the question when did Enhance Campaigns actually startâŚ
People were still trying to figure out ECs at that time, does it start at 12:01 am or at 11:59 pm?
Those who relied on tablets were in trouble, like iPad accessory companies, everyone had to change strategies, manage different ways, setup campaigns differently, Bing really started looking like the good guy.
Chelsey rocks.
Iâd like to present all these items in a prettier way than just a bulleted list. Iâve listed them from most significant to least significant. Maybe we make some sort of spectrum that has âmost significantâ to âleast significantâ on the other side?
Iâd like to present all these items in a prettier way than just a bulleted list. Iâve listed them from most significant to least significant. Maybe we make some sort of spectrum that has âmost significantâ to âleast significantâ on the other side?
Countdown to strategies ⌠companies that could use these features
Business has call âcall to actionâ⌠Cascade business news wants advertisers to call form their phones.
Technology startup news⌠during the day people are reading on their phones b/c at work, use sitelinks that link to mobile optimized pages, in the evening they link to desktop site.
Dana Signs wants to break into the Portland market, but not into the Eugene market. They bid more in Portland and less in Eugene
Five Fushion Sushi Bar gets reservations over the phone, lasts longer than 3 minutes to make reservation.
The Pine Tavern bids up 50% if someone is within 10 miles, otherwise -25%.
The Bend Bulletin is read on tablets/desktops more than mobile⌠increase or decrease bids by device.
Oxford Hotel creates a responsive design for mobile users since desktop view is clunky on mobile.
toolbox or toolkit look, make it look like tools, on yeti?
Story about getting calls from my Adwords âconsultantâ⌠some good pointers on missing extensions, etc. but always something about trying a new format