AdWords Enhanced Campaigns... Are You Ready?

Tara Dee West@Koozai_Tara

ADWORDS ENHANCED CAMPAIGNS… ARE YOU READY?#EDGEMANC – MAY 2013

ALTERNATIVETOPIC OR IDEA

Yeh but no but… Am I boverred tho?

WHAT YOU’LL TAKE AWAY

Whether to target

mobile

New features

Display

How to upgrade

Optimisation

Effect on other AdWords Features

Multi-Device Campaigns &

Bid Adjustments

Currently Campaign level

Soon to be Ad Group level

GEO TARGETING & CUSTOM BID ADJUSTMENTS

Bid up for valuable locations

Bid down for low performing locations

Optimise for time of day

£1 standard desktop

+10% for Manchester = £1.10

+10% between 1-2pm

= £1.21

GEO TARGETING & CUSTOM BID ADJUSTMENTSBid up for valuable locations

Bid down for low performing locations

Call Extensions increase

CTR by 6% on averageSource: trada.com

Google Forwarding Numbers

Sitelinks increase CTR

by 20% on averageSource: trada.com

Offer Extensions

App Extensions

SHOULD YOU TARGET MOBILES?

Site’s mobile

functionality

GA device data

Value Track

Parameters

Current mobile ad performance

Can’t separate spend, just bids

Experiment

WHAT SHOULD YOURMOBILE BID ADJUSTMENT BE?

Campaign level

Current actual CPCs

Google

recommended bid

Current mobile bids

Higher competition = higher costs

You’ll never pay more than required

Switching to Enhanced Campaigns

Backup Your Data & Your Account

Already have multi-device campaigns?

Don’t have separate mobile / tablet campaigns?

Click ‘Get Started’

Set Mobile Bid

Adjustment

Upgrade ExtensionsMobile Ads

SIMPLE UPGRADE PROCESS

Choose ‘base’

campaign

Ensure all ad groups

merge

Ensure all keywords

merge

Ensure all ads merge

Merge settings

Merge budgets

Merge extensions

Pause other campaigns

Click to upgrade

Set mobile bid

adjustment

Upgrade extensions

Monitor & optimise!

MERGE PROCESS

Enhanced Campaigns affect display

in the same way

Click ‘Get Started’

Set Mobile Bid

Adjustment

Upgrade ExtensionsMobile AdsMerge Product Targets in Product

Listing Ad campaigns

GOOGLE ADWORDSCONVERSION OPTIMIZER

Not compatible with other bid adjustment

Set mobile bid adjustment at -100%

Automatically Adjusts for Times Location & Device

OPTIMISING WITH ENHANCED CAMPAIGNS

Locations

Average position 2+

Data data data!!!

Time of day

Review mobile bid adjustment

Use new features

[email protected] 453 1234

@Koozai_Tara

#EDGEMANCMAY 2013

RESOURCES • http://www.koozai.com/blog/pay-per-click-ppc/your-

enhanced-campaigns-questions-answered/ • http://adwords.blogspot.co.uk/2013/04/ad-group-mobile-bid-

adjustments.html) • http://www.trada.com/wp-content/uploads/2013/01/Trada-

Whitepaper-Google-Quality-Score-in-2013.pdf • https://www.youtube.com/watch?v=CH4h42oEO08

IMAGE SOURCES • Devices: http://en.fotolia.com/id/50354372 © dashadima - Fotolia.com• Why you should care: http://rt.com/programs/why-care-summary/)• Mind readers: http://www.istockphoto.com/stock-photo-19741432-mind-readers.php?

st=050b255• Map: http://www.istockphoto.com/stock-photo-16335928-red-pushpin.php?st=3efc6fe)• Clock: http://www.istockphoto.com/stock-photo-18452206-alarm-clock.php?

st=da026e2• Phone box: http://www.istockphoto.com/stock-photo-1369966-uk-phone-box.php?

st=8ae2158• Special offer: http://www.istockphoto.com/stock-photo-19077974-special-offer.php?

st=8ccb46e• Aps: http://www.istockphoto.com/stock-photo-19077974-special-offer.php?st=8ccb46e• Mobile pin note: http://www.istockphoto.com/stock-photo-23694555-mobile-word-and-

symbol.php?st=556ec4c• Light switch http://www.istockphoto.com/stock-photo-12264216-turning-off-the-

light.php?st=c0df872• Computer in life ring: http://www.istockphoto.com/stock-photo-18802852-lifebuoy-

concepts.php?st=d3fb653• Cloud billboard http://www.istockphoto.com/stock-photo-4102917-advertising-

board.php?st=e398e7b• http://www.koozai.com/blog/pay-per-click-ppc/your-enhanced-campaigns-questions-

answered/

[email protected] 453 1234

@Koozai_Tara

#EDGEMANCMAY 2013