sms text-mobile marketing made easy campaigns - a... · enhanced campaigns: a post-apocalyptic...
TRANSCRIPT
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William Goldfarb – Sr. Client Manager
Dustin Lewis – Sr. Client Manager
April 24th 2013
Enhanced Campaigns: A Post-Apocalyptic Survival Guide
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Presentation Agenda Webinar Information
• Being Recorded & E-mail with link provided tomorrow • Interactive – Okay to ask questions!
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Presentation Agenda About Point It
• Launched in April 2002
• Seattle’s largest independent search marketing firm
• SEM, SEO, Marketing Automation and Web Design
• $30 MM in managed media/yr.
• Servicing clients across all verticals and revenue models
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Presentation Agenda Agenda
•Key Changes •Specific Features •How to Take Advantage •Best Practices
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Presentation Agenda Four Key Changes
1. Campaigns will run across all devices
Optimizations for Mobile
2. Desktop and Tablet will align
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Presentation Agenda Four Key Changes
3. Mobile bidding 4. Bids controlled by advertisers
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Presentation Agenda Enhanced & You
New Transition Deadline: July 22nd, 2013! • How will this affect my business?
• Brick & Mortar • Lead Generation • E-commerce
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Presentation Agenda Why Is This Happening?
• Google’s answer is twofold: • #1) Relevance to intent and context
Location
Time
Device
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Presentation Agenda Why Is This Happening?
• # 2) “Current situation is unsustainable…”
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Presentation Agenda Bid Adjustments
• Made at the campaign level • Layered bidding • Dimensions:
• Device • Geo • Time
• Mobile Devices Only
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Presentation Agenda Bid Adjustments Per Device
• Set bid adjustments between -100% and +300%
• A bid multiplier of -100% will opt ads out of showing on mobile devices with full browsers
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Presentation Agenda Bid Adjustments Per Location
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Presentation Agenda Take Advantage
Search Query: PIZZA
Thursday Morning: 11AM – Desktop PC – 5 Miles away
Saturday Night: 1AM – Mobile – 1 Mile away
More practical knowledge applied to enhanced campaigns:
• Busy Monday Afternoons
• 5PM Post-work rush
• National holidays
• 90% Bid Reduction during non-business hours
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Presentation Agenda Stacked Bidding
> Stacking bid adjustments will multiply
> Campaign level, mobile only
> Device – Phone (+10%)/Location – San Francisco (+15%)/Time – 5PM, Wednesday (+5%)
> Device – Laptop (0%)/Location – Santa Clara (+10%)/Time –
9AM, Friday (+15%)
> 1.33 x bid vs. 1.26 x bid
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Presentation Agenda Enhanced Questions
Enhanced Q&A: 1. What should my CPA goals be? What about by device? 2. Do I want to enter the mobile space? 3. Is it worth making a tablet-optimized website? 4. Should I use bid multipliers by day/hour/location….
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Presentation Agenda Using Historical Data
0
50
100
150
200
250
300
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
4.12% 3.47%
2.79%
5.79%
4.46%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
Seattle Los Angeles Denver Wash DC San Francisco
Conversion Rate by City
# Conversions by Hour of Day
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Presentation Agenda Value Track Parameters
• Directing users to device-specific LPs
• {ifmobile:m.example.com/product}{ifnotmobile:www.example.com/product}
• Workaround
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Presentation Agenda Overview & Best Practices
Moving to Enhanced in 4 Easy Steps: 1. Review your historical data to set bid multipliers appropriately. 2. If Merging campaigns, choose the right “primary.” 3. Set time/device/location multipliers appropriately. 4. Upgrade Sitelink & Call extensions
Critical Knowledge: 1. All extensions must be manually upgraded. 2. No more phone numbers in ad copies – use extensions instead. 3. If you’re going mobile, stay in position 1 or 2. 4. If you merged campaigns, don’t forget to merge budgets. 5. Device and OS targeting is gone on search, but still on display. 6. Keep a close eye on your CPCs and budgets for the next week.
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Presentation Agenda Enhanced Sitelink Extensions
New Sitelink Extensions:
Upgrade Notes:
• New 25 Character limit (!)
• Old data will be erased
• All sitelinks edited individually
• Don’t forget mobile sitelinks
• Recommend deleting old beforehand
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Presentation Agenda Enhanced Call Extensions
New Call Extensions:
Upgrade Notes:
• Calls are now free
• Detailed call/lead reporting
• Device targeting/customization
• Flexibility/ad-group override
• Edit without data loss
• New dimensions reporting data
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Presentation Agenda Quality Score Impact
• No change in assessment
• Mobile
• QS will take device into account
• Averaging QS
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Presentation Agenda Summary
● Enhanced campaigns are not all bad
● Anecdote on performance
● Undeniably good new features
● More control in the future?
● Make the investment, receive the return
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Last Chance to Ask Questions
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Thank You
Will Goldfarb – [email protected]
Dustin Lewis – [email protected]
Point It Search Marketing Agency
www.PointIt.com