10 Lessons Learned From Enhanced Campaigns So Far
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Transcript of 10 Lessons Learned From Enhanced Campaigns So Far
#proppc
10 Lessons from Enhanced Campaigns …So Far
05.02.13
HOSTED BY:
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Presenters
• Sam Owen– Account Manager at Hanapin Marketing and
Blogger at PPC Hero
• Eric Couch– Account Manager at Hanapin Marketing and
Blogger at PPC Hero
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The Topic
Lessons from Enhanced
Campaigns … so far• Interesting statistics• Our tips and tricks• Actionable advice
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Join the conversation
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Lesson #1
• Mobile Competition Will Increase– Unprepared Competitors– Crowded SERP– Impact on Average Position– Higher Average Cost Per Click
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Example: Post-Migration Mobile Statistics
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Lesson #2
• Don’t Upgrade Yet– Unfinished Product– Features Are Still Being Added– Example: Ad Group Level Bid
Adjustments– Example: Enhanced Campaigns
Upgrade Guide– Example: Enhanced Campaigns
Upgrade Center
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Ex: Enhanced Campaigns Upgrade Center
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Lesson #3
• Geotargeting Modifiers Are Pretty Great– It changes but doesn’t replace existing
functionality.
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Lesson #4
• Display Bids Are Changing– Determine Primary Targeting Method• Keyword, Placement, Topic, Audience
– Layered Targeting Methods = Modifiers– Example: Keyword + Topics Combination
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Example: Keyword + Topics Combo
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Lesson #5
• Google is Focused on Small Business–#pizza– Use Cases Are All Focused on
Simplification– AdWords “Too Complex” For Casual User?– Large Accounts Are Not The Focus– Example: Enhanced Campaigns Upgrade
Guide
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Ex: Enhanced Campaigns Upgrade Guide
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Lesson #6
• Your Mobile Audience is Bigger Than Expected– Be wary of turning on Mobile full flow if
you haven’t been using it as much–Watch out for CPA spikes /
improvements in week 1– Be responsive if you are wanting to do
more mobile now
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Ex: Mobile Traffic Growth
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Lesson #7
• Responsive Design Is Becoming a Necessity– Sites that auto detect device &
resolution– Enhanced Campaigns Is Google’s push
for this to become standard– No Tablet Segmentation
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Ex: Amazon.com
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Lesson #8
• New Sitelinks are great– Or at least they will be when Editor is
upgraded–Mobile specific Sitelinks– Specific time of day– Data on individual sitelink level– Ad Group level
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Ex: New Sitelink Builder
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Ex: New Sitelink Reporting
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Lesson #9
• Bid management just got a whole lot more confusing– Overlapping multipliers• Geographic• Time• Device• Display Targeting Method
– Less transparency with what your bid is
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Ex: Multiple bids / Keyword
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Lesson #10
• People are angry– Lots of dissatisfaction at Hero Conf– Google didn’t give us enough time– The product isn’t ready!– No mobile only campaigns– Tablet included with Desktop
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Ex: Twitter
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Wrapping Up!
• Point 1…
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Your Questions?
Thank you for attending Hanapin Marketing’s webinar about Enhanced Campaigns
• Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $15K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up
• Or Contact us Directly:• Webinar Feedback: [email protected]