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Enhanced Campaigns:

A Post-Apocalyptic Survival Guide

William Goldfarb Sr. Client Manager Dustin Lewis Sr. Client Manager

April 24th 2013

Webinar Information Presentation Agenda

Being Recorded & E-mail with link provided tomorrow

Interactive Okay to ask questions!

Presentation Agenda About Point It

Launched in April 2002 Seattles 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

Agenda Presentation Agenda

Key Changes
Specific Features How to Take Advantage Best Practices

Four Key Changes Presentation Agenda

1. Campaigns will run across all devices

Optimizations for Mobile

2. Desktop and Tablet will align

Four Key Changes Presentation Agenda

3. Mobile bidding

4. Bids controlled by advertisers

Enhanced & You Presentation Agenda

New Transition Deadline: July 22nd, 2013!
How will this affect my business? Brick & Mortar Lead Generation E-commerce

Why Is This Happening? Presentation Agenda

Googles answer is twofold: #1) Relevance to intent and context



Why Is This Happening? Presentation Agenda

# 2) Current situation is unsustainable

Bid Adjustments Presentation Agenda

Made at the campaign level Layered bidding Dimensions: Device Geo Time Mobile Devices Only

Bid AdjustmentsAgenda Per Device Presentation

Set bid adjustments between -100% and +300% A bid multiplier of -100% will opt ads out of showing on mobile devices with full browsers

Bid Adjustments Per Location Presentation Agenda

Take Advantage Presentation Agenda

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

Stacked Bidding Presentation Agenda

> 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

Enhanced Questions Presentation Agenda

Enhanced Q&A:
1. 2. 3. 4. What should my CPA goals be? What about by device? Do I want to enter the mobile space? Is it worth making a tablet-optimized website? Should I use bid multipliers by day/hour/location.

Using Historical Data Presentation Agenda

Conversion Rate by City
7.00% 6.00% 5.00% 4.00% 3.00% 2.00% 1.00% 0.00% Seattle Los Angeles Denver Wash DC San Francisco 4.12% 3.47% 2.79% 5.79% 4.46%

# Conversions by Hour of Day


200 150 100 50 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

Value Track Parameters Presentation Agenda

Directing users to device-specific LPs


Overview & Best Practices Presentation Agenda

Moving to Enhanced in 4 Easy Steps:
1. 2. 3. 4. Review your historical data to set bid multipliers appropriately. If Merging campaigns, choose the right primary. Set time/device/location multipliers appropriately. Upgrade Sitelink & Call extensions

Critical Knowledge:
1. 2. 3. 4. 5. 6. All extensions must be manually upgraded. No more phone numbers in ad copies use extensions instead. If youre going mobile, stay in position 1 or 2. If you merged campaigns, dont forget to merge budgets. Device and OS targeting is gone on search, but still on display. Keep a close eye on your CPCs and budgets for the next week.

Enhanced Sitelink Extensions Presentation Agenda

New Sitelink Extensions:

Upgrade Notes: New 25 Character limit (!) Old data will be erased All sitelinks edited individually Dont forget mobile sitelinks Recommend deleting old beforehand

Enhanced Call Extensions Presentation Agenda

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

Quality Score Impact Presentation Agenda

No change in assessment Mobile QS will take device into account Averaging QS

Summary Presentation Agenda

Enhanced campaigns are not all bad Anecdote on performance Undeniably good new features More control in the future?

Make the investment, receive the return

Last Chance to Ask Questions

Thank You
Will Goldfarb willg@pointit.com Dustin Lewis dustinl@pointit.com support@pointit.com
Point It Search Marketing Agency