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Ryan Campbell from Add3 presents new features/options from Google and Bing that took place over the Summer of 2014. This content was presented at SEMpdx's September 9 meetup.
Citation preview
PPC Updates Summer 2014
Ryan Campbell – @_ryancampbell
Agenda
AdWords • Migration from PLA’s to Shopping campaign • Display Select • Close variant setting update Bing • Interface Changes • URL auto tagging • Bing enhanced campaigns
Google Shopping Campaigns
Google Shopping Campaigns
Close Variant Setting
Close Variant Setting
Keyword: snack pack
Query: snack pack
Close Variant Setting
Keyword: snack pack
Query: snack packs
Query: snack pak
AdWords Default Network Settings
AdWords Network Options
Search Network with Display Select
Site Links Dynamic Site Links
Site Link Options
Sitelinks
Increases CTR on average 10%
Dynamic Sitelinks
Site Links Dynamic Site Links
Site Link Options
Updated Bing Interface
Bing URL Auto Tagging
UTM Tracking Codes
URL Auto Tagging
Bing Enhanced Campaigns
New
Old
@_ryancampbell
Appendix • Google shopping
– RKG blog post: http://www.rimmkaufman.com/blog/google-shopping-campaigns-overview/26062014/
• Close variants – Larry Kim quote: http://searchengineland.com/farewell-pure-exact-
match-google-will-soon-force-campaigns-close-variants-enabled-200615
– Matt Umbro study: http://www.practicalecommerce.com/articles/66088-Demystifying-Google-AdWords-Keyword-Variants
• Site links – Larry Kim quote on site links: http://www.wordstream.com/blog/ws/
2014/07/25/dynamic-sitelinks