Enhanced Campaigns: How to Make them Work for You [Webinar] - 6/25/13
One Month Later: Q&A on Enhanced Campaigns
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Transcript of One Month Later: Q&A on Enhanced Campaigns
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Google Enhanced CampaignsRevisiting the Revolution (post-migration)
August 22, 2013
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Webinar Instructions
• Audio instructions – Listen via computer speakers or use phone numbers listed in email from [email protected]
• Still can’t hear the webinar? Tell us please!
• Ask questions using the Questions box
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Today’s Speakers
BON MERCADORegional Product Expert
for MobileGoogle
JOSH DRELLERDirector,
Marketing ResearchKenshoo
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AgendaEC Overview
Kenshoo Insights
Q&A with Google
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Performance by device (pre-migration)
• Search traffic split across desktop, tablet and mobile devices
• Advertisers often duplicated campaigns to target individual devices
Q1 2013
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Kenshoo EC migration timeline
February 2013Google announces Enhanced Campaigns
March 2013Kenshoo 5.1: Basic EC Management
April 2013Google announces ad group mobile bid adjustment
April 2013Editor support for ECs. First bulk enhancement solution.
May 2013Kenshoo 5.2: Bulk EC support in Advanced Search and bulksheets; device segmented reports
June 2013Kenshoo bid policies support campaign mobile bid adjustments
July 2013Kenshoo 5.3: Kenshoo bid policies support ad group mobile bid adjustments; bulk ad group MBA modifications
July 2013All campaigns automatically upgrade to enhanced campaigns
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Navigating the migration
Kenshoo.com/EnhancedCampaigns
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Kenshoo EC migration timeline
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Successfully managing newly enhanced campaigns
Migration QA• Easily check settings with Profile and Campaigns Settings report
Optimization• View effective mobile bids in Kenshoo Editor
• Optimize mobile bid adjustments (MBAs) and mobile preferred ads in bulk with Advanced Search
• Use automated bid policies for keyword and ad group-level MBA recommendations
Insights by device• Reapprove old elements to have {device} param automatically added to tracking
redirects to track by device
• Gain insight into mobile, desktop and tablet performance with Fusion: Keywords by Device report
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Taking the guesswork out of mobile bid adjustments
Kenshoo has 9 automated bid policies that offer keyword and ad group-level mobile bid adjustment recommendations.
Kenshoo Portfolio OptimizerTM Policies
Maximize a performance metric across an entire profile while staying within set restraints.
Achieve goal on lower volume campaigns by calculating expected performance through
keyword clustering.
Kenshoo ActiveClusterTM Policies
• Conversions
• Revenue
• Profit
• Traffic
• Bid to Custom Metric
• Bid to CPA
• Bid to ROI
• Bid to Position
• Revenue for Product Targets
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EC Campaigns – by the numbers (as of Aug. 20)
Average Campaign Mobile Bid Adjustment
-24.7%Average Campaign MBA
where not disabled
-2.4%
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Ad groups – by the numbers (as of Aug. 20)
Average Ad Group Mobile Bid Adjustment
-82.4%Average Ad Group MBA
where not disabled
-44.3%
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Initial feedback from Kenshoo clients
• Edu lead gen client reported 11% CPC decrease post-migration
• Previously they did not target tablet devices, so they gained additional traffic as well
• CPG client saw 329% increase in traffic for mobile and tablet devices post-migration
• Also saw 126% increase in CPCs
+329%Clicks
-11%CPC
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Kenshoo marketing results
• Kenshoo campaign targeting prospective clients
• Migrated June 30th
• Month-over-Month performance pre/post EC migration (virtually the same spend June to July)o Impressions increased 22%
o Click-thru-rate decreased by 14%
o Conversions went up 74%
o Cost per Conversion dropped 46%
o Conversion Rate increased by 66%
o Average position rose slightly by 5%
o Average Cost-per-click decreased by 11%
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Google Enhanced CampaignsQ&A with Bon MercadoRegional Product Expert for MobileGoogle