LIVE WEBINAR JUST IN: AdWords Changes Coming Soon EVERYTHING You Need to Know
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Breaking news!! Google is announcing their latest round of AdWords products, features and research, and we want to help you understand what's coming. Our founder, Larry Kim, will attend the announcement in person and will break down everything you need to know in regards to these changes so that you are fully prepared for them. Join the webinar to learn: -How these changes will impact your account -What these changes really mean for you -The best way to take full advantage of the changes
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LIVE WEBINAR JUST IN: AdWords Changes Coming Soon EVERYTHING You Need to Know
- 1. Larry Kim, Founder of WordStream, Inc.
- 2. A Diabolical Villain Has Stolen Our Desktop Clicks! @wordstream #mobilePPC @larrykim
- 3. Mobile vs. Desktop vs. Clicks: Jan ‘13 – Nov ‘15 Source: Approx. 2500 WordStream Customers (Not official Google Data.) @wordstream #mobilePPC @larrykim Desktop Tablet Mobile
- 4. He’s Abducted This Beautiful Actress! @wordstream #mobilePPC @larrykim
- 5. Even Our IMF Boss is Trying To Frame Us! @wordstream #mobilePPC @larrykim
- 6. How I Feel About Tackling Mobile Search Challenges with Desktop Search- Based Weapons @wordstream #mobilePPC @larrykim
- 7. Mobile Converts Differently! Larry’s #1 Mobile Search Epiphany @wordstream #mobilePPC @larrykim
- 8. 90% of Local Searches Turn into In-Store Sales! @wordstream #mobilePPC @larrykim
- 9. We Need More Mobile Friendly Ad Formats Larry’s #2 Mobile Search Epiphany @wordstream #mobilePPC @larrykim
- 10. Ridiculously Hard to Come up With Mobile Friendly Ads We Need Mobile Responsive Ad Formats! @wordstream #mobilePPC @larrykim
- 11. Larry’s #3Mobile Search Epiphany FacebookAds are Killing it in Demographic Targeting @wordstream #mobilePPC @larrykim
- 12. Larry’s #4Mobile Search Epiphany: Need to Re-Think Mobile BidStrategy @wordstream #mobilePPC @larrykim
- 13. Mobile Search Advertising Strategy Often Like… @wordstream #mobilePPC @larrykim
- 14. We Need New Mobile AdWords Weapons & Strategies! @wordstream #mobilePPC @larrykim
- 15. Sridhar Ramaswamy,Senior Vice President, Ads & Commerce @wordstream #mobilePPC @larrykim
- 16. Jerry Dischler, VP Product Management,Google AdWords @wordstream #mobilePPC @larrykim
- 18. 1. Founder of WordStream, Inc. 2008 2016 @wordstream #mobilePPC @larrykim
- 19. 2. STUDIED ELECTRICAL ENGINEERING FOR 5 YEARS 2. Studied Electrical Engineering for 5 Years @wordstream #mobilePPC @larrykim
- 20. Founder of WordStream, Inc. 2008 2016 3. Have a two year old Kid (#ppckid)
- 21. 5 Powerful New Weapons for Mobile Search Ads! @wordstream #mobilePPC @larrykim
- 22. Larry’s #5New Mobile PPC Weapon Ads onGoogle Maps @wordstream #mobilePPC @larrykim
- 23. Peoplevisit 1.5 BillionDestinations /Day 1/3rd ofMobileSearches areLocation Related Location SearchesGrowing 50%Faster Than MobileSearches Over 1 Billion Users of Google Maps @wordstream #mobilePPC @larrykim
- 24. Branded Pin on the map. LocalInventory Ads and/or In-Store Promotions @wordstream #mobilePPC @larrykim
- 26. Target User Context Signals Browsing History, Interests, Time of Day, Behaviors, etc. (Similar to Display Advertising on GDN) @wordstream #mobilePPC @larrykim
- 27. Larry’s #4New Mobile PPC Ad Weapon In-Store Conversions! @wordstream #mobilePPC @larrykim
- 28. Google Has MappedOut Millions of Store Locations @wordstream #mobilePPC @larrykim
- 30. Tracks People Based onLocation History 99% Accurate 1Billion Store Visits Measured inLast 2Years. @wordstream #mobilePPC @larrykim
- 31. Larry’s #3New Mobile PPC Weapon Rethinking Keyword BidManagement for Mobile @wordstream #mobilePPC @larrykim
- 32. @wordstream #mobilePPC @larrykim Enhanced Campaignsin2013: Bid Multipliers Location Device Audience
- 34. @wordstream #mobilePPC @larrykim Device Bid adj. Computers -10% Mobile devices with full browsers - Tablets with full browsers +17% Total Improved Bidding Controls
- 35. KEY TAKEAWAYS: Desktop and Tablet Bids are Separated Bid Multipliers Based on a Keyword “Base” Bid. @wordstream #mobilePPC @larrykim
- 36. Larry’s #2 Mobile PPC Weapon New Ad Formats @wordstream #mobilePPC @larrykim
- 37. Expanded Text Ads: Two Headlines! @wordstream #mobilePPC @larrykim
- 39. Expanded Text Ads Details Headline 1: 30 characters Headline 2: 30 characters Description Line: 80 characters total Display URL field: removed, now auto extracts domain from final URL Path fields: up to 2 fields, 15 characters each @wordstream #mobilePPC @larrykim
- 40. Expanded Text Ads Details Advertiser control of new, second headline. Longer creative messaging. Clear landing page. Up to 20% CTR uplift* over existing text ads *actual uplift may vary depending on advertiser and account set up Mobile optimized experience. Additional line over existing text ads. @wordstream #mobilePPC @larrykim
- 41. New Responsive Mobile Display Ads @wordstream #mobilePPC @larrykim
- 42. Larry’s #1New Mobile PPC Weapon Audience Targeting in Search Ads @wordstream #mobilePPC @larrykim
- 43. Target search ads only to people who recently visited your site! REMARKETING LISTS FOR SEARCH ADS (RLSA) Users visit your site, get added to your remarketing list Show them customized ads when they search on Google! @wordstream #mobilePPC @larrykim
- 44. Keyword Ad Targeting Keyword+ Audience Targeting What’s The Biggest Difference?? @wordstream #mobilePPC @larrykim
- 45. Power of Search Remarketing So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.) Engagement Rates! Conversion Rates! 3X 3X Cost Per Click! 1/3 @wordstream #mobilePPC @larrykim
- 46. Email Audience Targeting 3x Conversion Rate vs. Generic Campaign! Campaign Click Conversion Rate Brand Exact and Phrase Match 15.25% Generic Broad Matched Keywords 11.21% RLSA 23.32% Email 31.11% @wordstream #mobilePPC @larrykim
- 47. Email Audience Targeting = 10X CTR vs. Generically Targeted Keywords Campaign Impr. CTR Brand Exact and Phrase Match 289,524 3.44% Generic Broad Matched Keywords 485,168 1.72% RLSA 9,318 11.83% Email 2,209 22.41% @wordstream #mobilePPC @larrykim
- 48. Solution: Use NEW Similar Audiences for RLSA to Target “People Who Should Visit Your Site But Haven’t Yet Done So” To Grow Smaller Circle by 100x! People Who Never Heard of You Before People Who Visited Your Site RLSA only Targets These Users By Definition, RLSA Doesn’t Target People Who Never Visted Your Site. The Problem with RLSA @wordstream #mobilePPC @larrykim
- 49. Coming Soon: Demographic Targeting for Search Demographic Targeting: They can Afford to Buy your stuff Remarketing = They Recently Checked Out Your Stuff Keyword Targeting = They Searched For Your Stuff Target a Narrow Audience That Meets all 3 Criteria = $$$ @wordstream #mobilePPC @larrykim
- 50. Demographics + Keywords = Unicorn Detector @wordstream #mobilePPC @larrykim
- 51. Bonus New PPC Weapons (Not Mobile Specific) @wordstream #mobilePPC @larrykim
- 52. New Google AdWords Interface in 2017 @wordstream #mobilePPC @larrykim
- 53. Updated Navigation System @wordstream #mobilePPC @larrykim
- 54. @wordstream #mobilePPC @larrykim Grouping Related Tabs
- 55. RIP Dimensions Tab? @wordstream #mobilePPC @larrykim
- 56. @wordstream #mobilePPC @larrykim Location Segmentation
- 57. @wordstream #mobilePPC @larrykim New Campaign Creation Workflow
- 58. Machine Learning Enabled Google Analytics @wordstream #mobilePPC @larrykim
- 59. What Does it All Mean? @wordstream #newAdWords @larrykim
- 60. Summary: 5 Crazy PPC Mobile Weapons 3. Mobile Bid Tools Separate Tablet, Mobile, Desktop Bids 5. Ads on Google Maps Special Offers and Local inventory Ads Based on User Context 2. New Mobile Ad Formats 50% bigger text ads. Mobile Responsive Display ads. 4. In-Store Conversions Measure Ads Impact on Offline Shopping Behavior 1. Audience Targeting in Search Ads Enhancing RLSA with Similar Audiences, Demographic Targeting @wordstream #mobilePPC @larrykim
- 61. Larry’s Key Mobile PPC Takeaway #1 Mobile First World @wordstream #mobilePPC @larrykim
- 62. Larry’s Mobile PPC Takeaway #2 Tons of New Gear for Mobile Missions @wordstream #mobilePPC @larrykim
- 63. Larry’s #3 Takeaway: Be a Unicorn in a Sea of Donkeys! @wordstream #mobilePPC @larrykim
- 64. Thank You! @wordstream #mobilePPC @larrykim
- 65. Special Offer @wordstream #mobilePPC @larrykim
- 66. Would You Like? • A Free Demo of WordStream PPC Advisor • A Free AdWords Account Assessment with a Google AdWords Certified Representative • No I’m not interested in powerful New PPC Weapons at this time @wordstream #mobilePPC @larrykim