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 gotowebinar@citrixonline.com

• 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

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Thank you

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Recording will be posted at:www.Kenshoo.com/ECQA