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