Do Enhanced Campaigns Really Work? by Larry Kim

DO ENHANCED

CAMPAIGNS

ACTUALLY

WORK???

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Larry Kim

WordStream

@LarryKim

#SMX #12D

October 1, 2013

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Agenda

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• 100% Original Study for SMX Audience Today

– Do Enhanced Campaigns Work?

Key Assumption Here:

I’m Assuming You’re

Familiar With the

Mechanics of Enhanced

Campaigns

Speaker Introduction

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• Larry Kim

– Founder, CTO, WordStream, Inc.

– Loves AdWords Enhanced Campaigns!

EC’s: The Biggest PPC Disaster That Never Happened

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Do Enhanced Campaigns Work in an Overall Sense?

If they did, you might expect

to see …

a) Better ad performance

b) Simplified Campaign

Management

Lets See What The Data

Says!

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EC’s Impact on Click Through Rates

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• New Features!

– Enhanced Sitelinks

– Extension Management

– Easier to Create Mobile Campaigns

– etc.

• What’s the Impact on CTR?

Impact on CPCs

• Google Already Reports Changes in CPC

• Q2 2013

– Down 4% vs. Q2 Last Year

– Down 4% vs. previous quarter

• Q2 2013

– Down 6% vs. Q2 Last Year

– Down 2% vs. previous quarter

CONFIDENTIAL – DO NOT DISTRIBUTE 7

Impact on SEM Workflow

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• In Theory, Easier to..

– Create Mobile Campaigns

– Adjust Bids for Location, Time & Device

• What’s the Impact on Time Spent in Account?

So Do Enhanced Campaigns Work?

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• YES on Average!

• Note: Definition of average includes (by definition)

values that fall above and below the average.

CONFIDENTIAL – DO NOT DISTRIBUTE 10

Bonus!! Presentation in a Presentation: 4 Key Takeaways from Upgrading a bunch of accounts to EC’s

Larry Kim

Founder & CTO, WordStream, Inc.

October 1, 2013

Case Study: Local Immigration Law Firm

The Goal

• Generate phone calls to schedule in-

person consultations

CONFIDENTIAL – DO NOT DISTRIBUTE 11

1) Very Typical: Can’t See ROI from Mobile

• Mobile CPA is nearly 50% higher than Desktop

and accounts for just 17% of the conversions

CONFIDENTIAL – DO NOT DISTRIBUTE 12

2) Small Biz Undervalues Mobile Search

• By a 10:1 margin, respondents valued

desktop/tablet clicks over mobile devices

CONFIDENTIAL – DO NOT DISTRIBUTE 13

3) Calls are Worth Way More Than Clicks

• Mobile ads had higher ad positions and higher CTR

at a lower CPC

• The mobile traffic converted at a 3x higher rate for

about 1/3 the cost

CONFIDENTIAL – DO NOT DISTRIBUTE 14

4) Mobile Ads and ECs are a Huge Opportunity

• This Summer we signed up +600 new clients!!

• WordStream is #184 on the Inc. Magazine Fastest

Growing Private Company in America. How?

CONFIDENTIAL – DO NOT DISTRIBUTE 15

Thank You SMX

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Don’t forget to sign up for a Free Trial of WordStream:

http://www.wordstream.com/ppc-free-trial

Grade Your AdWords Account Today

http://www.wordstream.com/google-adwords

Or contact me directly:Larry Kim

lkim@wordstream.com

http://twitter.com/larrykim

http://www.slideshare.net/SearchMarketingExpo

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