LIVE WEBINAR JUST IN: AdWords Changes Coming Soon EVERYTHING You Need to Know

5 BIG CHANGES COMING TO ADWORDS:

WHAT YOU NEED TO KNOW NOW

Larry Kim, Founder of WordStream, Inc.

A Diabolical Villain Has Stolen Our Desktop Clicks!

@wordstream #mobilePPC @larrykim

Mobile vs. Desktop vs. Clicks: Jan ‘13 – Nov ‘15

Source: Approx. 2500 WordStream Customers

(Not official Google Data.)

@wordstream #mobilePPC @larrykim

DesktopTabletMobile

He’s Abducted This Beautiful Actress!

@wordstream #mobilePPC @larrykim

Even Our IMF Boss isTrying To Frame Us!

@wordstream #mobilePPC @larrykim

How I Feel About Tackling Mobile Search Challenges with Desktop Search-Based Weapons

@wordstream #mobilePPC @larrykim

Mobile Converts Differently!

Larry’s #1 Mobile Search Epiphany

@wordstream #mobilePPC @larrykim

90% of Local Searches Turn into In-Store Sales!

@wordstream #mobilePPC @larrykim

We Need More Mobile Friendly Ad Formats

Larry’s #2 Mobile Search Epiphany

@wordstream #mobilePPC @larrykim

Ridiculously Hard to Come up With Mobile Friendly AdsWe Need Mobile Responsive Ad Formats!

@wordstream #mobilePPC @larrykim

Larry’s #3 Mobile Search Epiphany

Facebook Ads are Killing it in Demographic Targeting

@wordstream #mobilePPC @larrykim

Larry’s #4 Mobile Search Epiphany:

Need to Re-Think Mobile Bid Strategy@wordstream #mobilePPC @larrykim

Mobile Search Advertising Strategy Often Like…

@wordstream #mobilePPC @larrykim

We Need New Mobile AdWordsWeapons & Strategies!

@wordstream #mobilePPC @larrykim

Sridhar Ramaswamy, Senior Vice President, Ads &

Commerce

@wordstream #mobilePPC @larrykim

Jerry Dischler, VP Product Management, Google

AdWords

@wordstream #mobilePPC @larrykim

@wordstream #mobilePPC @larrykim

1. Founder of WordStream, Inc.

2008

2016

@wordstream #mobilePPC @larrykim

2. STUDIED ELECTRICAL ENGINEERING FOR 5 YEARS

2. Studied Electrical Engineering for 5 Years

@wordstream #mobilePPC @larrykim

Founder of WordStream, Inc.

2008

2016

3. Have a two year old Kid (#ppckid)

5 Powerful New Weapons for Mobile Search Ads!

@wordstream #mobilePPC @larrykim

Larry’s #5 New Mobile PPC

Weapon

Ads on Google Maps@wordstream #mobilePPC @larrykim

People visit 1.5 Billion Destinations / Day 1/3rd of Mobile Searches are Location Related

Location Searches Growing 50% Faster Than Mobile Searches

Over 1 Billion Users of Google Maps

@wordstream #mobilePPC @larrykim

Branded Pin on the map. Local Inventory

Ads and/or In-Store

Promotions

@wordstream #mobilePPC @larrykim

HOW DOES GOOGLE DECIDE WHAT ADS TO SHOW ON THE MAP??

@wordstream #mobilePPC @larrykim

Target User Context SignalsBrowsing History, Interests, Time of Day,

Behaviors, etc.(Similar to Display Advertising on GDN)

@wordstream #mobilePPC @larrykim

Larry’s #4 New Mobile PPC Ad Weapon

In-Store Conversions!

@wordstream #mobilePPC @larrykim

Google Has Mapped Out Millions of Store Locations

@wordstream #mobilePPC @larrykim

@wordstream #mobilePPC @larrykim

Tracks People Based on Location History

99% Accurate1 Billion Store Visits Measured in Last

2 Years.@wordstream #mobilePPC @larrykim

Larry’s #3 New Mobile PPC Weapon

Rethinking Keyword Bid Management for Mobile@wordstream #mobilePPC @larrykim

@wordstream #mobilePPC @larrykim

Enhanced Campaigns in 2013:Bid Multipliers

Location Device Audience

@wordstream #mobilePPC @larrykim

@wordstream #mobilePPC @larrykim

Device Bid adj.Computers -10%Mobile devices with full browsers -Tablets with full browsers +17%Total

Improved Bidding Controls

KEY TAKEAWAYS: Desktop and Tablet Bids are SeparatedBid Multipliers Based on a Keyword “Base” Bid.

@wordstream #mobilePPC @larrykim

Larry’s #2 Mobile PPC Weapon

New Ad Formats

@wordstream #mobilePPC @larrykim

Expanded Text Ads: Two Headlines!

@wordstream #mobilePPC @larrykim

@wordstream #mobilePPC @larrykim

Expanded Text Ads Details

Headline 1: 30 characters

Headline 2: 30 characters

Description Line: 80 characters total

Display URL field: removed, now autoextracts domain from final URL

Path fields: up to 2 fields, 15characters each

@wordstream #mobilePPC @larrykim

Expanded Text Ads Details

Advertiser control of new, second headline.

Longer creative messaging.Clear landing page.

Up to20%

CTR uplift* overexisting text ads

*actual uplift may vary depending on advertiser and account set up

Mobile optimizedexperience.

Additional line overexisting text ads.

@wordstream #mobilePPC @larrykim

New Responsive Mobile Display Ads

@wordstream #mobilePPC @larrykim

Larry’s #1 New Mobile PPC Weapon

Audience Targeting in Search Ads

@wordstream #mobilePPC @larrykim

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

Keyword Ad Targeting

Keyword+

Audience Targeting

What’s The Biggest Difference??

@wordstream #mobilePPC @larrykim

Power of Search Remarketing

So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.)

EngagementRates!

ConversionRates!

3X

3XCost Per Click!1/3

@wordstream #mobilePPC @larrykim

Email Audience Targeting 3x Conversion Rate vs. Generic

Campaign!Campaign Click Conversion

RateBrand Exact and Phrase Match 15.25%

Generic Broad Matched Keywords 11.21%

RLSA 23.32%

Email 31.11%

@wordstream #mobilePPC @larrykim

Email Audience Targeting = 10X CTR vs. Generically Targeted KeywordsCampaign Impr. CTRBrand 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

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

Coming Soon: Demographic Targeting for SearchDemographic 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

Demographics + Keywords = Unicorn Detector

@wordstream #mobilePPC @larrykim

Bonus New PPC Weapons (Not Mobile Specific)

@wordstream #mobilePPC @larrykim

New Google AdWords Interface in 2017

@wordstream #mobilePPC @larrykim

Updated Navigation System

@wordstream #mobilePPC @larrykim

@wordstream #mobilePPC @larrykim

Grouping Related Tabs

RIP Dimensions Tab?

@wordstream #mobilePPC @larrykim

@wordstream #mobilePPC @larrykim

Location Segmentation

@wordstream #mobilePPC @larrykim

New Campaign Creation Workflow

Machine Learning EnabledGoogle Analytics

@wordstream #mobilePPC @larrykim

What Does it All Mean?

@wordstream #newAdWords @larrykim

Summary: 5 Crazy PPC Mobile Weapons

3. Mobile Bid ToolsSeparate Tablet, Mobile, Desktop Bids

5. Ads on Google MapsSpecial Offers and Local inventoryAds Based on User Context

2. New Mobile Ad Formats50% bigger text ads. MobileResponsive Display ads.

4. In-Store ConversionsMeasure Ads Impact on Offline Shopping Behavior

1. Audience Targeting in Search AdsEnhancing RLSA with Similar Audiences, Demographic Targeting

@wordstream #mobilePPC @larrykim

Larry’s Key Mobile PPC Takeaway #1

Mobile First World

@wordstream #mobilePPC @larrykim

Larry’s Mobile PPC Takeaway #2

Tons of New Gear for Mobile Missions

@wordstream #mobilePPC @larrykim

Larry’s #3 Takeaway: Be a Unicorn in a Sea of

Donkeys!@wordstream #mobilePPC @larrykim

Thank You!

@wordstream #mobilePPC @larrykim

Special Offer

@wordstream #mobilePPC @larrykim

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