new adwords features you shouldn't ignore: 3 experts share their secrets
TRANSCRIPT
#thinkppc&HOSTED BY:
New AdWords Features You Shouldn’t Ignore:3 Experts Share Their
Secrets
#thinkppc
Presenters• Frederick Vallaeys
– Founder of Optmyzr
– PPC Hero Blogger
– @siliconvallaeys
• Jeff Baum– Director of Services at Hanapin
Marketing
– PPC Hero Blogger
– @jeffbaum71
Matt Umbro– Associate Director of Search
at Hanapin Marketing
– PPC Hero Blogger
– @Matt_Umbro
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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
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Who is Hanapin?– Run the world’s most popular PPC
blog and conference.– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a 250% increase in their growth trajectory.
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Our Clients
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New Ad Extensions that Optimize Results
Matt Umbro, Associate Director of Search
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Live Poll Question #1
How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
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Price Extension On Desktop
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Price Extension On Desktop
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Results*Time frame is 1/1/17 - 3/13/17
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Visual Sitelinks
● Minimum image size is 1280 x 720 px● Need at least 4 images with 16:9 aspect
ratio● Title can be up to 25 characters and
description up to 50 characters● No logo, graphic, or text overlays
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Visual Sitelinks
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Results*Time frame is 1/1/17 - 3/13/17
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Promotion Extension
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Promotion Extension
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Results*Time frame is 1/1/17 - 3/13/17
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Message Extension
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Message Extension
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Summary● Price, Visual Sitelinks, Promotion, and Message extensions are the
new kids on the block. Test them if you aren’t already
● These extensions are seeing better CTRs than more traditional ones (ie: sitelinks, mobile apps, etc)
● Price and promotion extensions are bringing in more conversions than expected
● Overall headline CTR remains strong with these extensions in place
#thinkppc&HOSTED BY:
New AdWords Features You Shouldn’t Ignore:3 Experts Share Their
Secrets
#thinkppc&HOSTED BY:
Data Studio, Ad Customizers and Scripts
Frederick Vallaeys, Founder & CEO of Optmyzr
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Live Poll Question
How Much Time Do You Spend on Reporting?#thinkppc
A. Less than 1 hour per monthB. 1-3 hours per monthC. 3-5 hours per monthD. 5+ hours per month
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Topics
3 Things I’m Excited About in AdWords:
1. Data Studio for PPC reporting2. If-Functions for creating more relevant ads3. PPC automation with AdWords Scripts
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Avoid Common Reporting MistakesAvoid Common Reporting Mistakes
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1. Don’t Send Reports Too SoonReporting delays in AdWords
Reporting delays for Google Analytics conversions
Conversions that take a long time to happen
Some conversions may take a long time to happen
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2. Choose Your Visuals CarefullyThis table may get someone worked up over bad performance on tablets
25% worse than computers!
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Choose Your Visuals Carefully
The same data presented another way focuses the reader on the positives
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3. Averages Lie
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Properly Segmented DataSome common segments you should include in reports:
● Brand vs non-brand
● Networks
● Devices
● Hour of week
● Audiences
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4. Send More Useful Reports
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Reporting Is Full of Trade-offs
Automate with a tool to save time
• Costs Money
Save money and do it manually
• Costs Time
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Free Tools
• AdWords Campaigns• AdWords Reports• Google Analytics• As of last month, Data
Studio is the newest free reporting tool from Google.
Reporting With Data Studio
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Pros and Cons of Data Studio
Pros
• Customizable with different fonts, colors and layouts.
• White-label with images.• Create dashboards that are multiple
pages.• Data integrations with Google Products
– AdWords MCC– Analytics– Search Console– YouTube– BigTable– generic connectors like MySQL
Cons
• No integrations with Bing Ads, Facebook Ads and other Google competitors.
• Cannot be white-labeled with a custom domain.
• Cannot be shared on an automatic schedule.
• Currently cannot be shared with people without a Gmail or Google for Work account (though Google expects this to be supported eventually).
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1. Create an MCC Dashboard
A safe way to share multi-account data
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How to Create the MCC Dashboard
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Data Sources in Data Studio
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2. Spice Up Your Tables
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Customizing a Table - Live Demo
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3. Include Third Party Data
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Option 1: Zapier and App Scripts
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Option 2: Custom Fields
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Calculated Fields
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Count
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Min or Max
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Text Functions: Replace
Remove the word ‘alpha’ or ‘beta’ from the campaign name
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Ad Customizers
Easily Customize Ads For Audiences and Devices
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Customize Ads With Business Data
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Mobile Ads
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If-Functions
If (first possible condition) { Then do this;} else { Do the default thing;}
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{=IF(device=mobile,show this):show the default}
Mobile Ads Through If-Functions
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Syntax: {=IF(audience IN(trial signups,hanapin webinar),
Fast Support.):Get a free trial}
Customize Ads By Audience
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Automation With Scripts
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AW Scripts are pieces of JavaScript code that can automate tasks in AdWords on a predefined schedule.
What Are AdWords Scripts?
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Anyone Can Use AdWords Scripts
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Scripts can create reports and make account changes:
• Video Campaigns• Shopping Product
Groups• Ad extensions • Budgets • Bid Strategies • Advanced APIs • Labels• Reporting API
• Audiences• Keywords• Bids• Ads• Ad Groups• Campaigns• Targeting• Bid modifiers
What Can Scripts do in AdWords?
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Scripts don’t work with some parts of AdWords:
• Keyword Planner• Display Planner• Auction Insights• Experiments • Draft Campaigns• App Campaigns• Bid Simulator
• Change History• Campaign Creation• Billing• Opportunities• Reports Tab
What Can’t Scripts Do In AdWords?
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Free Script: Stacked BiddingStacked bidding:
Exact $1.00
Phrase $0.80
Modified Broad $0.70
Broad $0.60
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Check for Automatically Added Ads
Our script will email you if the label for automatically generated ads shows up in one of your accounts under an MCC
#thinkppc&HOSTED BY:
New AdWords Features You Shouldn’t Ignore:3 Experts Share Their
Secrets
#thinkppc&HOSTED BY:
New Mobile & GDN Features That Drive
Performance
Jeff Baum, Director of Services
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Adwords IF Functions: Background
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Adwords IF Functions: Background
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Adwords IF Functions: Background
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Adwords IF Functions: What’s an IF Statement?
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Adwords IF Functions: Targeting
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Adwords IF Functions: Examples
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Adwords IF Functions: Benefits
● Efficiency.
● New A/B testing possibilities.
● Similar to ad customizers without needing data feed.
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Adwords IF Functions: Set Up
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GDN Smart Display Campaigns
● Automated bidding.
● Automated targeting.
● Automated ad creation & optimization.
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Smart Display Campaigns● Combines assets,converts into
ads & automatically resizes.
● Automatic targeting.
● Optimize based on best performing combination of images & text.
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Smart Display Campaigns
● Giving up manual bidding.
● Giving up device targeting.
● Giving up manual targeting & ad creation.
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Smart Display Campaigns
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Smart Display Campaigns
● Consider structure.
● Letting system learn.
● Incremental changes.
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Smart Display Campaigns
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Smart Display Campaigns
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Smart Display Campaigns
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Live Poll Question #1
How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
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Offers!
A. Get a free trial of OptmyzrB. Get an account analysis by the experts at Hanapin
(For accounts spending 15k+/month)C. BothD. No Thanks!
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Live Q&A Time!
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Thank you for attending our webinar! #thinkppc• Contact us Directly:
» Hanapin Feedback: [email protected]
Optmyzr Feedback: [email protected]