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From SMX East 2013 / SearchMarketingExpo.com - Google Enhanced Campaigns: What We Know So Far & Do they really work - A case study by @LarryKim #smx #12. Slide deck from Larry Kim of Wordstream's presentation of a case study of how well the new Google Adwords enhanced campaigns are performing.
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DO ENHANCED
CAMPAIGNS
ACTUALLY
WORK???
#
Larry Kim
WordStream
@LarryKim
#SMX #12D
October 1, 2013
#
Agenda
2
• 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
3
• Larry Kim
– Founder, CTO, WordStream, Inc.
– Loves AdWords Enhanced Campaigns!
EC’s: The Biggest PPC Disaster That Never Happened
4
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!
5
EC’s Impact on Click Through Rates
6
• 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
8
• 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?
9
• 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
16
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
http://twitter.com/larrykim
http://www.slideshare.net/SearchMarketingExpo
#
see more presentations at:
#
