LIVE WEBINAR JUST IN: AdWords Changes Coming Soon EVERYTHING You Need to Know
-
Upload
internet-marketing-software-wordstream -
Category
Marketing
-
view
2.162 -
download
0
Transcript of LIVE WEBINAR JUST IN: AdWords Changes Coming Soon EVERYTHING You Need to Know
5 BIG CHANGES COMING TO ADWORDS:
WHAT YOU NEED TO KNOW NOW
Larry Kim, Founder of WordStream, Inc.
A Diabolical Villain Has Stolen Our Desktop Clicks!
@wordstream #mobilePPC @larrykim
Mobile vs. Desktop vs. Clicks: Jan ‘13 – Nov ‘15
Source: Approx. 2500 WordStream Customers
(Not official Google Data.)
@wordstream #mobilePPC @larrykim
DesktopTabletMobile
He’s Abducted This Beautiful Actress!
@wordstream #mobilePPC @larrykim
Even Our IMF Boss isTrying To Frame Us!
@wordstream #mobilePPC @larrykim
How I Feel About Tackling Mobile Search Challenges with Desktop Search-Based Weapons
@wordstream #mobilePPC @larrykim
Mobile Converts Differently!
Larry’s #1 Mobile Search Epiphany
@wordstream #mobilePPC @larrykim
90% of Local Searches Turn into In-Store Sales!
@wordstream #mobilePPC @larrykim
We Need More Mobile Friendly Ad Formats
Larry’s #2 Mobile Search Epiphany
@wordstream #mobilePPC @larrykim
Ridiculously Hard to Come up With Mobile Friendly AdsWe Need Mobile Responsive Ad Formats!
@wordstream #mobilePPC @larrykim
Larry’s #3 Mobile Search Epiphany
Facebook Ads are Killing it in Demographic Targeting
@wordstream #mobilePPC @larrykim
Larry’s #4 Mobile Search Epiphany:
Need to Re-Think Mobile Bid Strategy@wordstream #mobilePPC @larrykim
Mobile Search Advertising Strategy Often Like…
@wordstream #mobilePPC @larrykim
We Need New Mobile AdWordsWeapons & Strategies!
@wordstream #mobilePPC @larrykim
Sridhar Ramaswamy, Senior Vice President, Ads &
Commerce
@wordstream #mobilePPC @larrykim
Jerry Dischler, VP Product Management, Google
AdWords
@wordstream #mobilePPC @larrykim
@wordstream #mobilePPC @larrykim
1. Founder of WordStream, Inc.
2008
2016
@wordstream #mobilePPC @larrykim
2. STUDIED ELECTRICAL ENGINEERING FOR 5 YEARS
2. Studied Electrical Engineering for 5 Years
@wordstream #mobilePPC @larrykim
Founder of WordStream, Inc.
2008
2016
3. Have a two year old Kid (#ppckid)
5 Powerful New Weapons for Mobile Search Ads!
@wordstream #mobilePPC @larrykim
Larry’s #5 New Mobile PPC
Weapon
Ads on Google Maps@wordstream #mobilePPC @larrykim
People visit 1.5 Billion Destinations / Day 1/3rd of Mobile Searches are Location Related
Location Searches Growing 50% Faster Than Mobile Searches
Over 1 Billion Users of Google Maps
@wordstream #mobilePPC @larrykim
Branded Pin on the map. Local Inventory
Ads and/or In-Store
Promotions
@wordstream #mobilePPC @larrykim
HOW DOES GOOGLE DECIDE WHAT ADS TO SHOW ON THE MAP??
@wordstream #mobilePPC @larrykim
Target User Context SignalsBrowsing History, Interests, Time of Day,
Behaviors, etc.(Similar to Display Advertising on GDN)
@wordstream #mobilePPC @larrykim
Larry’s #4 New Mobile PPC Ad Weapon
In-Store Conversions!
@wordstream #mobilePPC @larrykim
Google Has Mapped Out Millions of Store Locations
@wordstream #mobilePPC @larrykim
@wordstream #mobilePPC @larrykim
Tracks People Based on Location History
99% Accurate1 Billion Store Visits Measured in Last
2 Years.@wordstream #mobilePPC @larrykim
Larry’s #3 New Mobile PPC Weapon
Rethinking Keyword Bid Management for Mobile@wordstream #mobilePPC @larrykim
@wordstream #mobilePPC @larrykim
Enhanced Campaigns in 2013:Bid Multipliers
Location Device Audience
@wordstream #mobilePPC @larrykim
@wordstream #mobilePPC @larrykim
Device Bid adj.Computers -10%Mobile devices with full browsers -Tablets with full browsers +17%Total
Improved Bidding Controls
KEY TAKEAWAYS: Desktop and Tablet Bids are SeparatedBid Multipliers Based on a Keyword “Base” Bid.
@wordstream #mobilePPC @larrykim
Larry’s #2 Mobile PPC Weapon
New Ad Formats
@wordstream #mobilePPC @larrykim
Expanded Text Ads: Two Headlines!
@wordstream #mobilePPC @larrykim
@wordstream #mobilePPC @larrykim
Expanded Text Ads Details
Headline 1: 30 characters
Headline 2: 30 characters
Description Line: 80 characters total
Display URL field: removed, now autoextracts domain from final URL
Path fields: up to 2 fields, 15characters each
@wordstream #mobilePPC @larrykim
Expanded Text Ads Details
Advertiser control of new, second headline.
Longer creative messaging.Clear landing page.
Up to20%
CTR uplift* overexisting text ads
*actual uplift may vary depending on advertiser and account set up
Mobile optimizedexperience.
Additional line overexisting text ads.
@wordstream #mobilePPC @larrykim
New Responsive Mobile Display Ads
@wordstream #mobilePPC @larrykim
Larry’s #1 New Mobile PPC Weapon
Audience Targeting in Search Ads
@wordstream #mobilePPC @larrykim
Target search ads only to people who recently visited your site!
REMARKETING LISTS FOR SEARCH ADS (RLSA)
Users visit your site, get added
to your remarketing list
Show them customized ads
when they search on Google!@wordstream #mobilePPC @larrykim
Keyword Ad Targeting
Keyword+
Audience Targeting
What’s The Biggest Difference??
@wordstream #mobilePPC @larrykim
Power of Search Remarketing
So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.)
EngagementRates!
ConversionRates!
3X
3XCost Per Click!1/3
@wordstream #mobilePPC @larrykim
Email Audience Targeting 3x Conversion Rate vs. Generic
Campaign!Campaign Click Conversion
RateBrand Exact and Phrase Match 15.25%
Generic Broad Matched Keywords 11.21%
RLSA 23.32%
Email 31.11%
@wordstream #mobilePPC @larrykim
Email Audience Targeting = 10X CTR vs. Generically Targeted KeywordsCampaign Impr. CTRBrand Exact and Phrase Match 289,524 3.44%Generic Broad Matched Keywords 485,168 1.72%
RLSA 9,318 11.83%
Email 2,209 22.41%
@wordstream #mobilePPC @larrykim
Solution: Use NEW Similar Audiences for RLSA to Target “People Who Should Visit Your Site But Haven’t Yet Done So” To Grow Smaller Circle by 100x!
People Who Never Heard of
You Before
People Who
Visited Your Site
RLSA only Targets These Users
By Definition, RLSA Doesn’t Target People Who Never Visted Your Site.
The Problem with RLSA
@wordstream #mobilePPC @larrykim
Coming Soon: Demographic Targeting for SearchDemographic Targeting: They can Afford to Buy your stuff
Remarketing = They Recently Checked Out Your Stuff
Keyword Targeting = They Searched For Your Stuff
Target a Narrow Audience That
Meets all 3 Criteria = $$$
@wordstream #mobilePPC @larrykim
Demographics + Keywords = Unicorn Detector
@wordstream #mobilePPC @larrykim
Bonus New PPC Weapons (Not Mobile Specific)
@wordstream #mobilePPC @larrykim
New Google AdWords Interface in 2017
@wordstream #mobilePPC @larrykim
Updated Navigation System
@wordstream #mobilePPC @larrykim
@wordstream #mobilePPC @larrykim
Grouping Related Tabs
RIP Dimensions Tab?
@wordstream #mobilePPC @larrykim
@wordstream #mobilePPC @larrykim
Location Segmentation
@wordstream #mobilePPC @larrykim
New Campaign Creation Workflow
Machine Learning EnabledGoogle Analytics
@wordstream #mobilePPC @larrykim
What Does it All Mean?
@wordstream #newAdWords @larrykim
Summary: 5 Crazy PPC Mobile Weapons
3. Mobile Bid ToolsSeparate Tablet, Mobile, Desktop Bids
5. Ads on Google MapsSpecial Offers and Local inventoryAds Based on User Context
2. New Mobile Ad Formats50% bigger text ads. MobileResponsive Display ads.
4. In-Store ConversionsMeasure Ads Impact on Offline Shopping Behavior
1. Audience Targeting in Search AdsEnhancing RLSA with Similar Audiences, Demographic Targeting
@wordstream #mobilePPC @larrykim
Larry’s Key Mobile PPC Takeaway #1
Mobile First World
@wordstream #mobilePPC @larrykim
Larry’s Mobile PPC Takeaway #2
Tons of New Gear for Mobile Missions
@wordstream #mobilePPC @larrykim
Larry’s #3 Takeaway: Be a Unicorn in a Sea of
Donkeys!@wordstream #mobilePPC @larrykim
Thank You!
@wordstream #mobilePPC @larrykim
Special Offer
@wordstream #mobilePPC @larrykim
Would You Like?• A Free Demo of WordStream PPC
Advisor• A Free AdWords Account Assessment
with a Google AdWords Certified Representative• No I’m not interested in powerful New
PPC Weapons at this time
@wordstream #mobilePPC @larrykim