Enhanced Campaigns: A Post-Apocalyptic Survival Guide. William Goldfarb Sr. Client Manager Dustin Lewis Sr. Client Manager April 24 th 2013

Transcription

1 Enhanced Campaigns: A Post-Apocalyptic Survival Guide William Goldfarb Sr. Client Manager Dustin Lewis Sr. Client Manager April 24 th 2013

2 Presentation Webinar Information Agenda Being Recorded & with link provided tomorrow Interactive Okay to ask questions!

3 Presentation Agenda About Point It Launched in April 2002 Seattle s largest independent search marketing firm SEM, SEO, Marketing Automation and Web Design $30 MM in managed media/yr. Servicing clients across all verticals and revenue models

4 Presentation Agenda Agenda Key Changes Specific Features How to Take Advantage Best Practices

5 Presentation Four Key Changes Agenda 1. Campaigns will run across all devices Optimizations for Mobile 2. Desktop and Tablet will align

6 Presentation Four Key Changes Agenda 3. Mobile bidding 4. Bids controlled by advertisers

7 Presentation Enhanced & Agenda You New Transition Deadline: July 22 nd, 2013! How will this affect my business? Brick & Mortar Lead Generation E-commerce

8 Presentation Why Is This Happening? Agenda Google s answer is twofold: #1) Relevance to intent and context Location Time Device

9 Presentation Why Is This Happening? Agenda # 2) Current situation is unsustainable

10 Presentation Bid Adjustments Agenda Made at the campaign level Layered bidding Dimensions: Device Geo Time Mobile Devices Only

11 Bid Presentation Adjustments Agenda Per Device Set bid adjustments between -100% and +300% A bid multiplier of -100% will opt ads out of showing on mobile devices with full browsers

12 Bid Presentation Adjustments Per Agenda Location

13 Search Query: PIZZA Presentation Take Advantage Agenda Thursday Morning: 11AM Desktop PC 5 Miles away Saturday Night: 1AM Mobile 1 Mile away More practical knowledge applied to enhanced campaigns: Busy Monday Afternoons 5PM Post-work rush National holidays 90% Bid Reduction during non-business hours

14 Presentation Stacked Bidding Agenda > Stacking bid adjustments will multiply > Campaign level, mobile only > Device Phone (+10%)/Location San Francisco (+15%)/Time 5PM, Wednesday (+5%) > Device Laptop (0%)/Location Santa Clara (+10%)/Time 9AM, Friday (+15%) > 1.33 x bid vs x bid

15 Presentation Enhanced Questions Agenda Enhanced Q&A: 1. What should my CPA goals be? What about by device? 2. Do I want to enter the mobile space? 3. Is it worth making a tablet-optimized website? 4. Should I use bid multipliers by day/hour/location.

16 Presentation Using Historical Agenda Data Conversion Rate by City 7.00% 6.00% 5.79% 5.00% 4.00% 3.00% 4.12% 3.47% 2.79% 4.46% 2.00% 1.00% 0.00% Seattle Los Angeles Denver Wash DC San Francisco # Conversions by Hour of Day

17 Presentation Value Track Parameters Agenda Directing users to device-specific LPs {ifmobile:m.example.com/product}{ifnotmobile: Workaround

18 Overview Presentation & Best Agenda Practices Moving to Enhanced in 4 Easy Steps: 1. Review your historical data to set bid multipliers appropriately. 2. If Merging campaigns, choose the right primary. 3. Set time/device/location multipliers appropriately. 4. Upgrade Sitelink & Call extensions Critical Knowledge: 1. All extensions must be manually upgraded. 2. No more phone numbers in ad copies use extensions instead. 3. If you re going mobile, stay in position 1 or If you merged campaigns, don t forget to merge budgets. 5. Device and OS targeting is gone on search, but still on display. 6. Keep a close eye on your CPCs and budgets for the next week.

19 Enhanced Presentation Sitelink Agenda Extensions New Sitelink Extensions: Upgrade Notes: New 25 Character limit (!) Old data will be erased All sitelinks edited individually Don t forget mobile sitelinks Recommend deleting old beforehand

20 Enhanced Presentation Call Extensions Agenda New Call Extensions: Upgrade Notes: Calls are now free Detailed call/lead reporting Device targeting/customization Flexibility/ad-group override Edit without data loss New dimensions reporting data

21 Presentation Quality Score Agenda Impact No change in assessment Mobile QS will take device into account Averaging QS

22 Presentation Summary Agenda Enhanced campaigns are not all bad Anecdote on performance Undeniably good new features More control in the future? Make the investment, receive the return

23 Last Chance to Ask Questions

24 Thank You Will Goldfarb Dustin Lewis Point It Search Marketing Agency