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Enhanced Campaigns: How to Make Them Work for You

Larry Kim

Founder & CTO, WordStream, Inc.

June 25, 2013

Today’s Agenda

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• User Context and Why it Matters

• Introducing Enhanced Campaigns for Search

• Two In-depth Enhanced Campaigns Case Studies

• Questions & Answers

Take Part in Live Blogging on Twitter / Google+

• Include the hashtag #wordstream in your Twitter tweets, Google+ status updates, etc.

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Speaker Introductions

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• Larry Kim

– Founder, CTO, WordStream, Inc.

– Been doing PPC & SEO for 10 Years!

– 5 Years ago, started WordStream!

– We’re the Provider of the AdWords Grader and the 20 Minute PPC Work Week

– Voted #1 Top Influential PPC Experts in 2013 by PPCHero.com

Let’s learn a little about you….

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Live-Poll Question 1

Question: Have you actually upgraded one or more of your

campaigns to AdWords Enhanced Campaigns yet?

#wordstream

a) Yes!

b) Not yet.

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Live-Poll Question 2

What do you think of the new AdWords Enhanced

Campaigns #wordstream

a) Love them. Way better than before.

b) Upset about loss of features like device targeting, etc.

c) Indifferent / No opinion yet.

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Live-Poll Question 3

What do you value more for your business: Clicks from

Mobile Devices (excluding tablets) or Clicks from

Desktops/Notebooks? #wordstream

a) I value Mobile Clicks More

b) I value Desktop Clicks More

c) I value them the same

d) No opinion

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3 Big Mobile Search Trends

1. Devices are Evolving Quickly!

2. Users are constantly switching between devices

3. New ways are needed to measure advertising effectiveness

This creates a lot of marketing challenges and opportunities!

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Understanding User Context

• User Context

– Location

– Time

– Device

• Understanding

User Context =

Better ROI

• How is this

different?

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AdWords Enhanced Campaigns

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New Bid Management Tools

• Day Parting

• Location Bidding

• Mobile Bidding

Manage your bids across location, time and device —

all within a single campaign!!

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Location, Time and Device Bid Management

• Campaign settings have options for location, ad

scheduling and device-based bid adjustments.

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Location Based Bid Management

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Time Based Bid Management

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Device Based Bid Management

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New Smarter Ads

• Scheduled extensions

• Enhanced sitelinks

• Customized messages on mobile location

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Ads Become User Context-Aware

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Ad Extensions Become More Powerful

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Ad Extensions Become More Powerful

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Advanced Reports for Measuring Mobile ROI

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New Phone Call Conversion Type

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Four key changes from enhanced campaigns

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1. Campaigns will run across all devices

2. Tablet bidding strategies will be aligned with

desktop

3. Mobile bids will be adjusted at the campaign level

4. Mobile bids fully controlled by advertisers

Summary

• Enhanced Campaigns

– Aligned with mobile world we live today

– More Power AND Simplicity

– Better ROI on Paid Search!

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In the Trenches with Enhanced Campaigns: 3 Takeaways from Upgrading a bunch of accounts to EC’s

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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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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#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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Upgrade Plan

• Determine the Value of Mobile

• Upgrade 2 Campaigns

– Standard Call Extensions + ad scheduling

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#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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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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#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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Summary: 3 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

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WordStream PPC Advisor

SaaS platform connects to

existing AdWords or Bing

accounts

Alert driven. New alerts

generated every week.

“Make it so”

20 minutes a week equals

PPC success!

$299/$499/$999/mo

Premiere Support (monthly

check-ins)

Struggling with PPC? Let our software do all the work!

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Free Tools - AdWords Performance Grader

www.wordstream.com/google-adwords

One of a kind, free performance

grader

Deep analysis in 8 key performance

areas

Compares businesses to industry

benchmarks

Provides actionable

recommendations

Biggest Insight: Big opportunities for

improvement

Provide your AdWords credentials Instant Report Card – On Demand

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Special Offer

• Are you interested in a live demo to see how

WordStream's PPC Advisor can help optimize

your paid search campaigns?

– Yes!

– No thanks

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Your Questions

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Thank you for attending WordStream’s webinar on Enhanced

Campaigns in AdWords. #wordstream

Don’t forget to sign up for a Free Trial of WordStream:

http://www.wordstream.com/ppc-free-trial

Grade Your AdWords Account Today

http://www.wordstream.com/google-adwords

Or contact us directly: Larry Kim

lkim@wordstream.com

http://twitter.com/larrykim

Sales line: 1-855-967-3787