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