top google adwords features you should be using in 2017 · •well-tracked adwords accounts have a...

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Top Google AdWords Features

You Should Be Using in 2017

Vincent Sciplini VP, Digital Operations and Strategy

Carnegie Communications


Vincent Sciplini VP, Digital Operations and Strategy

Carnegie Communications


PPC Search Trends


Queries Shift Toward Brand as the Journey Progresses


prospective


Search is Core to the Journey


“The Mobile Moment”—May 5, 2015


PPC Search Trends


• Immediate Search Engine Visibility

• Promoting Time-Sensitive Events

• Total Control Over Advertising Spend

• Measurable Results

• Potentially High ROI

• Tailored to Mobile Audience

• Highly Targeted, Qualified Traffic

• Costly if Implemented Poorly

• Results Only Last as Long as

the Campaign

• Cost Per Click Can Be High


Developing a Paid Search Strategy

• Keyword Research

• Ad Text Copy Writing

• Landing Page Selection

• Account Structure

• Conversion Metrics and Tracking

• Bidding Strategy and Budgeting

• Optimizations and Testing


Common Results of a Poorly Executed PPC Strategy

1. Most Advertisers Do a Terrible Job of Tracking Conversions

• 29% of AdWords accounts have effective conversion tracking

• 42% have no conversion tracking in place

• Well-tracked AdWords accounts have a 50% higher conversion rate

2. Bid on the Wrong and/or Too Many Keywords

• Less than 6% of keywords produce 100% of the conversions

3. Ad Spend Can Become Inefficient

• Average AdWords account wastes 76% of its budget on non-

converting search terms

• Use the Google Search Term report!


10 Things Successful PPC Managers Do Each Morning

• Catch Up On Industry News

• Check Ad Spend

• Add Negative Keywords

• Exclude Irrelevant Google Display Network Sites

• Track Leads

• Check for Top Spenders

• Verify Ad Positions

• Read AdWords Alerts

• Watch Anything New

• Get a Bird’s-Eye View of Yesterday’s Results


Google Fun Facts! As part of their green initiative, Google regularly rents goats to mow the

lawns of their Mountain View HQ

Co-founders Larry Page and Sergey Brin originally named Google “Backrub”

Google has been acquiring, on average, more than one company per week

since 2010

According to State Farm, __ % of drivers surveyed access the Internet while

driving

29%

No part of a Google office is allowed to be more than ___ feet away from

some kind of food

150!!


NEW Paid Search Results


How Does the “Paid Search Algorithm” Work?


Developing an Effective Keyword Plan


Test Different Keyword Match Types

MBA

“adult MBA”

[adult MBA in Columbus]

+MBA +degree


Exact Match Targeting Update!


Google Expanded Text Ads (ETA)


Enhance Your ETA

CALL OUTS STRUCTURED SNIPPETS

SITELINKS


Demographic Targeting


Device Bid Adjustments

1. Untethers desktop and tablet bids

2. Allows advertisers to make mobile the focal point of campaigns

3. Set separate bid adjustments for mobile, desktop, and tablet

• Set base bid and bid adjustments for one or all devices in the range of

-100% to +900%


Remarketing Lists for Search Ads (RLSA)


Similar Audiences for Search


Search Gives You Total Control


…Even Your Landing Page


Checklist: Principles of Search Advertising • Media Plan: Is search integrated into my media strategy?

• Keywords: Have I zeroed in on the keywords users connect with my

brand?

• Bidding Strategy: How much is a click worth to me, and how much

am I willing to spend?

• Ad Text: Does my ad text display the message I want to address to the

user?

• Landing Pages: Do I send users to interesting, fast, and relevant sites

after they click?

• Conversions: Do I have a desired action on the landing page, and do I

measure it?


Stay Fresh and Keep Learning

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