Experiment #1
Modify for mobile
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The landscape - micro conversions
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What this means for you - enhanced campaigns
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How to set up your first experiment
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Evaluate performance - segment
Where you download it: Report here:
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Mistakes to avoid
Don’t blanket bid for desktop and mobile.
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Mistakes to avoid
Beware mobile overspend
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Who does it best - on page UIDesktop Tablet Mobile
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Who does it best - mobile modifiers
Desktop Mobile
Experiment #2
Exhaust your search ROI
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The landscape - a whole new world
★ Extensions (sitelink, location, call, seller rating, callout, app)
★ Modifiers (geographic, TOD/DOW, device type)
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What this means for you - site links
Site Links Details Site Links
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What this means for you - location & call extensions
On Search In Map Listings
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What this means for you - seller ratings & call out extensions
Seller Ratings Call Out Extensions
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What this means for you - app extensions and deep linking
App Installs Deep Linking
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What this means for you - meet the modifiers
Day of Week Location Time of Day Device HouseholdIncome
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How to set up your first experiment
LocationReview Extension
DeviceDay of Week
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Evaluate performance - dimension tab
Where you download it:
Report here:
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Mistakes to avoid
Not modifying bids based on performance
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Mistakes to avoid
Accidentally overspending
WARNING: Bid modifiers are multiplicative
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Who does it best - bid modifiers
Experiment #3
Supercharging your ads and feed
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The landscape - the rise of the feeds
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Product Listing Ads transform into “Google Shopping”
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What this means for you - custom labels & priorities
Custom Labels Testing Campaign Priority
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How to set up your first experiment
Custom LabelsCampaign Priority
Segmenting
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(oh yeah...again…)
Don’t bid the same for all products.
Mistakes to avoid
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Mistakes to avoid
Pay careful attention to details and formatting.
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Who does it best - shoppingGoogle shopping results Showcasing the right product(s)
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Using feeds and dynamic ads in remarketing
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Using feeds beyond e-commerce & locally
A new breed of opportunities
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The landscape
Established Platforms
NewAd Types +
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The landscape
Established Platforms
NewAd Types
New Breed of Opportunities+ =
Experiment #4
YouTube TrueView Ads
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YouTube TrueView Ads
Experiment #5
Gmail sponsored promotions
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Gmail Sponsored Promotions
Experiment #6
Dynamic Remarketing Audiences
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Dynamic Remarketing Audiences - travel
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Dynamic Remarketing Audiences - auto
Measuring & Managing PPC Performance
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The “good old days”
This is how easy SEM was
in 2009:
PPC Campaigns: 2009 PPC Campaigns: 2014
Speed = agility = ROI.
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So...how do I do that?
Test Measure Optimize
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So...how do I do that?
Test Measure Optimize
Where most people are wasting time
What this looks like
What this looks like
Invest fast
What this looks like
kill fast
What this looks like
tweak the marginal
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How I built the ultimate PPC dashboard