10 PPC Features You Should Know(No really , I mean it.)

(day / month / year) @joannalord

By: Joanna LordDirector of Customer Acquisition, SEOmoz.org

joanna@seomoz.org

@joannalord

Disclaimer: I’m skipping the starter stuff.

You guys know all that already.

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Let’s get on with it…

1. Advertiser goals in the Opportunities tab2. Day parting with GA Adwords beta3. Search Funnel Reporting 4. Broad match modifier5. Enhanced CPC6. Ad Sitelinks7. Local extensions update8. Remarketing9. Campaign experiments10. Potential Placement reporting

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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 spend.

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2. Dayparting with GA Adwords beta

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.

Stop being a fool yo. Start day parting with real data

to guide you.

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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 score in any way for any given keyword (me = skeptic).

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4. Broad match modifierBroad 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.

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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

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

(wait…like all those 3rd party tools and in house tools out there that have been doing this for many years…yeah exactly).

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6. Ad Sitelinks

• Additional links that fall below your primary ad to help extend relevancy

• Introduced in Nov. needed to prequalify, in June introduced a one-line format that pre-qualifies anyone, in Oct introduced mobile.

• 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, etc.

WAIT! This looks like a familiar format…

Look at all of that real estate….

Pre-click optimization FTW!

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7. Local extensions updateUpdates: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>

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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.

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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

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10. Potential placement reporting

• 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

(Display Network awesomeness FTW!)

@joannalord

That’s all I got. Thanks for listening to me ramble.

#heartppc

Hit me up with questions:joanna@seomoz.org

@joannalord