new adwords enhanced campaigns: what you need to know now
DESCRIPTION
For more information, visit www.wordstream.com Google recently announced some big changes to the way mobile advertising works in AdWords. The new Enhanced Campaigns represent the most significant change to AdWords campaigns in the past five years. In our next free webinar, WordStream's Founder and CTO Larry Kim will explain the top 5 things you need to know about Enhanced Campaigns, including: - Why Google is making mobile advertising easier than ever - How to use Enhanced Campaigns to manage your mobile ads, location targeting and more - When your account will be upgraded and what to do before Google upgrades you automaticallyTRANSCRIPT
![Page 1: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/1.jpg)
CONFIDENTIAL – DO NOT DISTRIBUTE 1
Webinar: New AdWords Enhanced Campaigns: What You Need to Know Now
Larry KimFounder & CTO, WordStream, Inc.Feb 15, 2013
![Page 2: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/2.jpg)
Today’s Agenda
2
• User Context and Why it Matters• Introducing Enhanced Campaigns for Search &
Display• Questions & Answers
![Page 3: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/3.jpg)
Speaker Introductions
3
• Larry Kim – Founder, CTO, WordStream, Inc.
– Been doing PPC & SEO for 10 Years!
– 5 Years ago, started WordStream!
– We’re the Provider of the AdWords Grader and the 20 Minute PPC Work Week
&
![Page 4: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/4.jpg)
Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #wordstream in your Twitter tweets, Google+ status updates, etc.
4
![Page 5: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/5.jpg)
Let’s learn a little about you….
CONFIDENTIAL – DO NOT DISTRIBUTE 5
![Page 6: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/6.jpg)
Live-Poll Question 1
Question: Have you had a chance to use the new AdWords Enhanced Campaigns Yet? #wordstream
a) Yes!
b) Not yet.
6
![Page 7: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/7.jpg)
Live-Poll Question 2
What do you think of the new AdWords Enhanced Campaigns #wordstream
a) Love them. Way better than before.
b) Upset about loss of features like device targeting, etc.
c) Indifferent / No opinion yet.
7
![Page 8: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/8.jpg)
3 Big Mobile Search Trends
1. Devices are Evolving Quickly!
2. Users are constantly switching between devices
3. New ways are needed to measure advertising effectiveness
This creates a lot of marketing challenges and opportunities!
8
![Page 9: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/9.jpg)
Understanding User Context
• User Context– Location– Time– Device
• Understanding User Context = Better ROI
• How is this different?
CONFIDENTIAL – DO NOT DISTRIBUTE 9
![Page 10: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/10.jpg)
AdWords Enhanced Campaigns
10
![Page 11: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/11.jpg)
New Bid Management Tools
• Day Parting• Location Bidding• Mobile Bidding
Manage your bids across location, time and device —all within a single campaign!!
CONFIDENTIAL – DO NOT DISTRIBUTE 11
![Page 12: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/12.jpg)
Location, Time and Device Bid Management
• Campaign settings have options for location, ad scheduling and device-based bid adjustments.
CONFIDENTIAL – DO NOT DISTRIBUTE 12
![Page 13: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/13.jpg)
Location Based Bid Management
CONFIDENTIAL – DO NOT DISTRIBUTE 13
![Page 14: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/14.jpg)
Time Based Bid Management
CONFIDENTIAL – DO NOT DISTRIBUTE 14
![Page 15: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/15.jpg)
Device Based Bid Management
CONFIDENTIAL – DO NOT DISTRIBUTE 15
![Page 16: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/16.jpg)
New Smarter Ads
• Scheduled extensions• Enhanced sitelinks• Customized messages on mobile location
CONFIDENTIAL – DO NOT DISTRIBUTE 16
![Page 17: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/17.jpg)
Ads Become User Context-Aware
CONFIDENTIAL – DO NOT DISTRIBUTE 17
![Page 18: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/18.jpg)
Ad Extensions Become More Powerful
CONFIDENTIAL – DO NOT DISTRIBUTE 18
![Page 19: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/19.jpg)
Ad Extensions Become More Powerful
CONFIDENTIAL – DO NOT DISTRIBUTE 19
![Page 20: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/20.jpg)
Advanced Reports for Measuring Mobile ROI
CONFIDENTIAL – DO NOT DISTRIBUTE 20
![Page 21: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/21.jpg)
New Phone Call Conversion Type
CONFIDENTIAL – DO NOT DISTRIBUTE 21
![Page 22: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/22.jpg)
Four key changes from enhanced campaigns
CONFIDENTIAL – DO NOT DISTRIBUTE 22
1. Campaigns will run across all devices
2. Tablet bidding strategies will be aligned with desktop
3. Mobile bids will be adjusted at the campaign level
4. Mobile bids fully controlled by advertisers
![Page 23: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/23.jpg)
Example 1: Local Restaurant
• Time: Evenings and Weekends do better. Disable ads when closed.
• Location: Great in the city, OK in the suburbs
• Smart Phone: Display click to call ads and/or offers when depending on user context.
• Track: Calls over 60 seconds indicate a conversion.
CONFIDENTIAL – DO NOT DISTRIBUTE 23
![Page 24: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/24.jpg)
Example: Software Company
• Location: Sells to English speaking markets
• Mobile Devices: Display click to call ads for searches on mobile, but only between 9AM-5PM on weekdays
• Track: Calls over 5 minutes indicate a conversion.
CONFIDENTIAL – DO NOT DISTRIBUTE 24
![Page 25: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/25.jpg)
Why I am so Excited for Enhanced Campaigns
CONFIDENTIAL – DO NOT DISTRIBUTE 25
![Page 26: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/26.jpg)
Community Reaction
CONFIDENTIAL – DO NOT DISTRIBUTE 26
![Page 27: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/27.jpg)
New Bidding Options for Google Display Network
• Time, Location and Device• Gender, User, Interests, Age, Placements• Coming Soon:
– More granular targeting options enabling advertisers to bid based on the value of target audiences.
– Bid adjustments can be enabled across multiple targeting criteria types within one ad group.
CONFIDENTIAL – DO NOT DISTRIBUTE 27
![Page 28: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/28.jpg)
Example: Wedding Photographer
• Time: More wedding research being done nights and weekends.
• Location: Mostly does local weddings
• Interests: Family & Relationships• Gender: Women tend to plan
weddings• Age: 28-45 • Placements: brides.com,
theknot.com, etc.
CONFIDENTIAL – DO NOT DISTRIBUTE 28
![Page 29: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/29.jpg)
Summary
• Enhanced Campaigns– Aligned with mobile world we live today– More Power AND Simplicity– Better ROI on Paid Search!
CONFIDENTIAL – DO NOT DISTRIBUTE 29
![Page 30: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/30.jpg)
Special Offer
• As more information becomes available on AdWords Enhanced Campaigns, are you interested in learning more from WordStream?– Yes!– No thanks
CONFIDENTIAL – DO NOT DISTRIBUTE 30
![Page 31: New AdWords Enhanced Campaigns: What You Need to Know Now](https://reader033.vdocument.in/reader033/viewer/2022052822/554d0ef7b4c9052c5a8b4f96/html5/thumbnails/31.jpg)
Your Questions
31
Thank you for attending WordStream webinar on Enhanced Campaigns in AdWords. #wordstream
Don’t forget to sign up for a Free Trial of WordStream:
http://www.wordstream.com/ppc-free-trial
Grade Your AdWords Account Today
http://www.wordstream.com/google-adwords Or contact us directly:
Larry [email protected]
http://twitter.com/larrykim