In this presentation I discuss the latest Adwords developments, and walk you through some new ways to approach the basics that can increase CTR, and conversions.

1. Google…You So Silly
What’s new with Adwords (or what should we expect to
Joanna Lord
Director of Acquisition Marketing
@joannalord
(day / month / year)
February 23, 2011

2. Disclaimer:
I skipped all the basic stuff – account
structure, best practices, formulas, bidding
strategies.
If you want any of that stuff, hit me up after
the presentation (joanna@seomoz.org).
For now let’s get all sorts of crazy and move
on to the latest Adwords developments
and get a bit more advanced.
@joannalord

3. Let’s jump right in.
@joannalord

4. Things have changed.
@joannalord

5. What’s Google investing time into?
1. Ad formats
2. Display network
3. Remarketing/Audiences
4. Opportunities tab
5. Automated bidding
@joannalord

6. 1. Ad Formats
Longer headlines – Increase chances by formatting first
line with full sentence
Enhancements to ad sitelinks – historical performance
adjustments
Search ad display URL changes
Product ads (Product listing ads & extensions)
Why are they doing what they are doing?
Fight ad guideline abusers
Increase CTR (they only get paid when they click people)
Doing the quality score adjusting for us
 (ding, ding, ding) User data research for future vertical search experience/advertising opportunities
@joannalord

7. 2. Display Network
Simplifying – bye bye default bids
(finally geesh!)
New contextual targeting tool – use
it, no really.
Display campaign optimizer
Updated display ad builder
Updated display resources
http://www.google.com/adwords/displaynetwork/ @joannalord

8. 3. Remarketing
Target people that have visited
your site or a section of your
site
Show them related ads on other
sites in Google Display Network
Strengthen brand
recognition, increase
conversions by keeping your
brand/service front of mind
@joannalord

9. 4. Opportunities Tab
First page CPC notifications
Advertiser goals
Ideas & increased export options
Analyze competition
Purpose:
Stop management paralysis
Keep expanding w/o outside tools
Data dumps for research purposes
@joannalord

10. 5. Automated Bidding
Change budgets, increase
bids, decrease bid, create
rules for ad groups, ads, etc…
automatically.
When to use:
- Transitioning managers
- During holidays
- For promos
- Optimize for performance
- When you get sick of staring at PPC
- When your client doesn’t have time
- Whenever you want.
@joannalord

11. So there you go. You all have a few fun things to check out.
Now for the bonus round.
@joannalord

12. Bonus # 1:
Local
• Local extensions
• Local extensions make over (multiple locations)
• Promoted places (WTF?! #awesomeness)
@joannalord

13. Bonus # 2:
Mobile
• Mobile ads launches forever ago
• Set ads to just serve mobile devices
• Manage your Adwords campaigns on your mobile
• Preview what your ads are going to look like on
specific mobile devices
• Holding mobile webinars & building out resources
• Keyword tool enhancements just for mobile devices
• Click to call phone extensions (location & phone)
@joannalord

14. General things we are seeing & what it means:
Customization –already seen this with the new layout options, new
bidding options, new advertising strategies
Campaign set up tools– ad preview tool as an example, want us to
succeed rather than force us to refine (hello opportunity!)
Improved targeting – geotargeting, dayparting in analytics, they want
us to increase ROI month over month – they know we have other
options elsewhere
More customer support – auditing, consultation, etc. Webinars,
videos, feedback, etc. Hand holding for those who want it.
@joannalord

15. When we say “advertising on Adwords” in 2011 we mean:
(1) Contextual targeting
(2) Beyond the initial search intention
(3) Lower barrier to entry
(4) Automated management
(5) More pressure on us – attribute everything. E.v.e.r.y.t.h.i.n.g.
“Social search advertising?” Yeah expect it.
@joannalord

16. Thank You
…for listening to me ramble, please hit me up questions!
joanna@seomoz.org
@joannalord
www.seomoz.org