Google…You So Silly

(day / month / year)

What’s new with Adwords (or what should we expect to see?)

Joanna Lord

Director of Acquisition Marketing@joannalord

February 23, 2011

@joannalord

Disclaimer:

I skipped all the basic stuff – account structure, best practices, formulas, bidding

strategies.

If you want any of that stuff, hit me up after the presentation (joanna@seomoz.org).

For now let’s get all sorts of crazy and move on to the latest Adwords developments

and get a bit more advanced.

@joannalord

Let’s jump right in.

@joannalord

Things have changed.

@joannalord

What’s Google investing time into?

1. Ad formats

2. Display network

3. Remarketing/Audiences

4. Opportunities tab

5. Automated bidding

@joannalord

1. Ad Formats

Longer headlines – Increase chances by formatting first line with full sentence

Enhancements to ad sitelinks – historical performance adjustments

Search ad display URL changes

Product ads (Product listing ads & extensions)

Why are they doing what they are doing?

Fight ad guideline abusersIncrease CTR (they only get paid when they click people)Doing the quality score adjusting for us (ding, ding, ding) User data research for future vertical search experience/advertising opportunities

@joannalord

2. Display NetworkSimplifying – bye bye default bids (finally geesh!)

New contextual targeting tool – use it, no really.

Display campaign optimizer

Updated display ad builder

Updated display resources

http://www.google.com/adwords/displaynetwork/

@joannalord

3. Remarketing

Target people that have visited your site or a section of your site

Show them related ads on other sites in Google Display Network

Strengthen brand recognition, increase conversions by keeping your brand/service front of mind

@joannalord

4. Opportunities Tab

First page CPC notificationsAdvertiser goalsIdeas & increased export optionsAnalyze competition

Purpose:Stop management paralysisKeep expanding w/o outside toolsData dumps for research purposes

@joannalord

5. Automated Bidding

Change budgets, increase bids, decrease bid, create rules for ad groups, ads, etc… automatically.

When to use: - Transitioning managers - During holidays - For promos - Optimize for performance - When you get sick of staring at PPC - When your client doesn’t have time - Whenever you want.

@joannalord

So there you go. You all have a few fun things to check out.

Now for the bonus round.

@joannalord

Bonus # 1:

Local

• Local extensions• Local extensions make over (multiple locations)• Promoted places (WTF?! #awesomeness)

@joannalord

Bonus # 2:

Mobile

• Mobile ads launches forever ago• Set ads to just serve mobile devices• Manage your Adwords campaigns on your mobile• Preview what your ads are going to look like on

specific mobile devices• Holding mobile webinars & building out resources• Keyword tool enhancements just for mobile devices• Click to call phone extensions (location & phone)

@joannalord

General things we are seeing & what it means:

Customization –already seen this with the new layout options, new bidding options, new advertising strategies

Campaign set up tools– ad preview tool as an example, want us to succeed rather than force us to refine (hello opportunity!)

Improved targeting – geotargeting, dayparting in analytics, they want us to increase ROI month over month – they know we have other options elsewhere

More customer support – auditing, consultation, etc. Webinars, videos, feedback, etc. Hand holding for those who want it.

@joannalord

When we say “advertising on Adwords” in 2011 we mean:

(1) Contextual targeting(2) Beyond the initial search intention (3) Lower barrier to entry(4) Automated management(5) More pressure on us – attribute everything. E.v.e.r.y.t.h.i.n.g.

“Social search advertising?” Yeah expect it.

Thank You…for listening to me ramble, please hit me up questions!

joanna@seomoz.org@joannalord

www.seomoz.org