New PPC Methods, SEO Tactics, Youtube Advertising methods and many more New implementations to Experiment.

2. Experiment #1
Modify for mobile

3. The landscape - micro conversions
#PPCevolves

4. What this means for you - enhanced campaigns
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5. How to set up your first experiment
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6. Evaluate performance - segment
Where you download it: Report here:
#PPCevolves

7. #PPCevolves
Mistakes to avoid
Don’t blanket bid for
desktop and mobile.

8. #PPCevolves
Mistakes to avoid
Beware mobile overspend

9. Who does it best - on page UI
Desktop Tablet Mobile
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10. Who does it best - mobile modifiers
Desktop Mobile
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11. Experiment #2
Exhaust your search ROI

12. The landscape - a whole new world
★ Extensions (sitelink, location,
call, seller rating, callout, app)
★ Modifiers (geographic,
TOD/DOW, device type)
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13. What this means for you - site links
Site Links Details Site Links
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14. What this means for you - location & call extensions
On Search In Map Listings
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15. What this means for you - seller ratings & call out extensions
Seller Ratings Call Out Extensions
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16. What this means for you - app extensions and deep linking
App Installs Deep Linking
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17. What this means for you - meet the modifiers
Day of Week Location Time of Day Device Household
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Income

18. How to set up your first experiment
#PPCevolves
Location
Review Extension
Day of Week Device

19. Evaluate performance - dimension tab
#PPCevolves
Where you download it:
Report here:

20. #PPCevolves
Mistakes to avoid
Not modifying bids
based on
performance

21. #PPCevolves
Mistakes to avoid
Accidentally overspending
WARNING: Bid modifiers are multiplicative

22. Who does it best - bid modifiers
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23. Experiment #3
Supercharging your ads and feed

24. The landscape - the rise of the feeds
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25. Product Listing Ads transform into “Google Shopping”
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26. What this means for you - custom labels &
priorities
Custom Labels Testing Campaign Priority
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27. How to set up your first experiment
#PPCevolves
Custom Labels
Campaign Priority
Segmenting

28. #PPCevolves
(oh yeah...again…)
Don’t bid the same
for all products.
Mistakes to avoid

29. #PPCevolves
Mistakes to avoid
Pay careful attention to
details and formatting.

30. Who does it best - shopping
Google shopping results Showcasing the right product(s)
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31. Using feeds and dynamic ads in remarketing
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32. Using feeds beyond e-commerce & locally
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33. A new breed of
opportunities

34. #PPCevolves
The landscape
Established
Platforms
New
Ad Types +

35. New Breed of
Opportunities + =
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The landscape
Established
Platforms
New
Ad Types

36. Experiment #4
YouTube TrueView Ads

37. YouTube TrueView Ads
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38. Experiment #5
Gmail sponsored promotions

39. Gmail Sponsored Promotions
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40. Experiment #6
Dynamic Remarketing Audiences

41. Dynamic Remarketing Audiences - travel
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42. Dynamic Remarketing Audiences - auto
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43. Measuring & Managing
PPC Performance

44. The “good old days”
#PPCevolves
This is how easy
SEM was
in 2009:

45. PPC Campaigns: 2009 PPC Campaigns: 2014

46. Speed = agility = ROI.

47. So...how do I do that?
Test Measure Optimize
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48. So...how do I do that?
Test Measure Optimize
Where most people are wasting time
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49. What this looks like

50. What this looks like
Invest fast

51. What this looks like
kill fast

52. What this looks like
tweak the marginal

53. How I built the ultimate PPC dashboard
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54. Thank you!