Click it - Masters of PPC - Úvod do PPC - Google AdWords - workshop 8. 4. 2017
The Most Valuable Google AdWords Features for the PPC Account Manager
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Transcript of The Most Valuable Google AdWords Features for the PPC Account Manager
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#thinkppc&HOSTED BY:
THE MOST VALUABLE GOOGLE ADWORDS FEATURES
FOR THE PPC ACCOUNT MANAGER
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Presenters
• Mike McEuen– Director of Demand Generation
– @lonohead
• Amanda West-Bookwalter– Senior Account Manager at Hanapin Marketing.
– @Amanda_WestBook
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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
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Live Poll Question #1
How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
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Live Poll Question #2
How do you manage your account(s)?#thinkppca) I’m part of an in-house PPC team.b) I do all the marketing myself.c) I work for an agency.d) I’m a consultant.
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#10 Search Query ReportsAt the Ad Group level, pull a Search Query Report
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#10 Search Query ReportsExclude searches that are not relevant or are not converting.
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#10 Search Query ReportsFind opportunities for keyword portfolio expansion. Often opening up new ad groups & copy.
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#9 Ad ExtensionsTake advantage of complementary ad extensions to increase relevance and reality
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#9 Ad ExtensionsThink about the mobile experience
● Short, punchy sitelinks● Click-to-call for service businesses● Callout extensions that fit the screen properly
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#8 Ad Rotation and Bid SettingsGuiding rules
Optimize for clicks - great for brand new campaigns with no history. Rotate evenly - great for testing new ad copy into existing ad groupsRotate indefinitely - full control over ad copy testing Optimize for conversions - when you have a good base of historic conversions and performance data. Great for lead gen and e-comm.
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#8 Ad Rotation and Bid SettingsChoose the best ad rotation option based on your campaign goals & history.
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#7 Exclusion Targeting on GDNNix placement burning your budget or showing up on non-relevant sites
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#7 Exclusion Targeting on GDNExclude categories, or specific sites to conserve budget on high performing placements.
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#6 LabelsUse labels to easily keep track on focuses, experiments, and workflows
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#6 LabelsFilter by label to reveal subtotal performance views
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#6 LabelsCreate auto rules based on labels
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#5 Auction InsightsSee competitor data
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#5 Auction InsightsSegment by device or time period
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#5 Auction InsightsOutrank bid strategy
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Live Question
What Google AdWords features do you consider most valuable for you?
Answer on Twitter using #thinkppc or use the webinar question box!
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#4 Dynamic Search Ads
Use as a keyword mining tool
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#4 Dynamic Search Ads
Cover gaps for huge ecomm sites
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#3 Compare Time PeriodsCompare time periods with performance changes to sleuth out causes
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#3 Compare Time PeriodsLook YoY to pinpoint improvements needed, improvements that have happened, and seasonal trends
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#2 Search AudiencesIncrease bids on more qualified, previous site visitors
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#2 Search AudiencesUse more broad keywords in separate RLSA campaigns
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#2 Search AudiencesExclude previous converters
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#thinkppc
#2 Search AudiencesExclude previous converters
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#1 Scripts
Reporting, account alerts, housekeeping stuff
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#1 Scripts
Reporting, account alerts, housekeeping stuff
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#1 Scripts
Automate tasks
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PPC Retainers
Need some assistance for your PPC? We offer on-going and one-time retainers.
Learn More:
http://www.hanapinmarketing.com/ppc-retainers/
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Live Q&A Time!
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Thank you for attending our webinar! #thinkppc
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