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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

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