The Most Valuable Google AdWords Features for the PPC Account Manager

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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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#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

• Contact us Directly:

» Hanapin Feedback: [email protected]

AdStage Feedback: [email protected]