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New AdWords Updates

to Finish the Year

Strong

HOSTED BY:

Presenters• Fred Vallaeys

– CEO at Optmyzr

– @siliconvallaeys

• Matt Umbro– Associate Director of Search at Hanapin Marketing

– PPC Hero Blogger

– @Matt_Umbro

– Run the world’s most popular PPC blog

and conference.

– We manage and optimize global paid

search, paid social, and display programs.

– Within 12 months, brands can expect a

250% increase in their growth trajectory.

Who is Hanapin?

Our Clients

Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

Live Poll Question #1

How long have you been in PPC?

#thinkppc

A. Less than 1 year

B. 1-3 years

C. 3-5 years

D. 5+ years

Fred’s Agenda

• What happened with the May announcements

• New features for Shopping Ads

• The New AdWords interface

#thinkppc

What Happened With

Google Marketing Next

Announcements

Custom In-Market Audiences

Why this is exciting:Define queries that you think define your in-market segment

When is it coming:At the Premier Partners event held September 28th, Google said this would start to become available next month.

Life Event Targeting

Why this is exciting:Build awareness about your offer, and target it to the most relevant audience

1. College Graduation2. Marriage3. Moving

When this will be available:• YouTube since August• Gmail ads since September

Artificial Intelligence for Optimizations

Use a Tool With Even Rotation

When running ads on even rotation,

don’t forget to prune your losers

and start new tests

Data Driven Attribution

Data driven requires a lot of data at the conversion action level:> 15,000 clicks > 600 conversions within 30 days

As AdWords

becomes more

automated,

what is our role

in PPC?

As AdWords

becomes more

automated,

what is our role

in PPC?

Accelerated Mobile Pages (AMP)

In retail, every extra second of load time reduces

conversions up to 20%

● Think in terms of 1 second

AMP ads on the display network (these load 5 seconds

faster, increasing chance of being seen and being

interacted with)

Speed is part of ranking and pricing

Historical Quality Score Now in AdWords

Landing Page Tab

AdWords is now drawing attention to a critical component

of success: the landing page

Easier to Find Winners

Find Optimization Opportunities

#thinkppc

New AdWords Features for

Shopping Ads

Price Benchmarks

Lowest price is a big driver of shopping ad

clicks.

★ Size 10 blue sneaker from Reebok

Biddable Product Group

★ Size 11 black sneaker from Nike

Biddable Product Group

★ Size 10 red sneaker from Adidas

Biddable Product Group

★ Size 9 red sneaker from Nike

Biddable Product Group

GRIP StructureGRIP: Groups of individual products

What Size Sells Best

Size 10:

Reduce bids

★ Size 10 blue sneaker from Reebok

Biddable Product Group

★ Size 11 black sneaker from Nike

Biddable Product Group

★ Size 10 red sneaker from Adidas

Biddable Product Group

★ Size 9 red sneaker from Nike

Biddable Product Group

Insights by ‘Size’ Attribute

Red

★ Size 10 blue sneaker from Reebok

Biddable Product Group

★ Size 11 black sneaker from Nike

Biddable Product Group

★ Size 10 red sneaker from Adidas

Biddable Product Group

★ Size 9 red sneaker from Nike

Biddable Product Group

Insights by ‘Color’ Attribute

★ Size 10 red sneaker from Adidas

★ Size 10 blue sneaker from Reebok

★ Size 9 red sneaker from Nike

★ Size 11 black sneaker from Nike

Biddable Product Group

No GRIP Structure

We must bid the

same for all sneakers,

regardless of size,

color, etc.

What About Insights By Price Range?

Say you wanted to find the best performing price range and change bids...

Create a Supplemental Feed

Connect to the Main Feed

Set data in supplemental feed Create a feed rule

#thinkppc

AdWords “New”

Features to Try

Reporting

Lightweight reporting with dashboards

Alternatives:• Data Studio• Cross platform tools

N-Grams: Words

Opportunities

Quick wins for your account

Google tries to make 3 parties happy(ish)...

… but you only care about one: advertisers!

The Problem With AdWords (if you’re an advertiser)

Publishers

Users

Advertisers

A

U

G

The Problem with Specificity: Advertisers hate when broad match shows their ad on a generic query whereas users actually like this. So what does Google do?

Is that really a problem?

#thinkppc

Ads & Extensions

Ads & Extensions

Write an ad and see how it looks with your extensions

Ads & Extensions

Callouts

Location

Structured Snippets

Updates to call-only ads

Ads & Extensions

Sitelinks as a list

Ads & Extensions

Swipeable sitelinks and in-line callouts and structured snippets

Ads & ExtensionsPromotion extensions - only available in the new interface

Ads & ExtensionsPrice extensions - utilize on desktop

Ads & ExtensionsPrice extensions - utilize on desktop

Ads & Extensions

Showcase Shopping Ads

#thinkppc

Miscellaneous

Call Bid Adjustments

Adjust bids so call extensions show more or less

Audience Targeting

Visual demographic data views

Audience Targeting

Household income targeting

AdWords Editor 12.1

• Expanded Dynamic Search Ads• Showcase Shopping Ads• Universal App Campaigns include “In-app actions” goal• First position bidding• Keyword display tools• Bonus - Custom rules

Ad Suggestions

Offers!

A. I’d like Optmyzr’s offer of a free 1:1 demo with

Fred

B. Get an account analysis by the experts at

Hanapin (For accounts spending 15k+/month)

C. I’d like both

D. No Thanks!

Live Q&A Time!

#thinkppc

Thank you for attending our webinar!

#thinkppc

Contact Hanapin Directly: marketing@hanapinmarketing.com

Contact Optmyzr Directly: frederick@optmyzr.comHanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf