Winning PPC Tactics - SES Chicago 2012

Chicago | November 12–16

What’s New in PPC?A Checklist To Make Life Easier

Melissa MackeygyroSearch Supervisor


2

Leaders in B2B SEM

TOP 30 AGENCYUS

• Credentialed by every major search engine

• Active in promotion of thought leadership positions at conferences and within publications

• BMA BtoB Agency of the Year, 2012

• BtoB Top 30 Search Agency 2009, 2010, 2011

• The 2010 BMA B2 Award of Excellence – SEO (Natural Search) Program, Over 50 Keywords

• The 2011 BMA B2 Award of Excellence – PPC (Paid Search) Program, Over $1 Million

Chicago | November 12–16, 2012 | #SESCHI

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What’s New In PPC?


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Cut Through The Clutter


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2012: The Year of Mobile (Finally)

• Now is a good time to review your mobile and tablet results

Uh Oh


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• Consider separate campaigns with different messaging


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• Consider features unique to mobile campaigns (e.g. click to call)


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• Separate campaigns will help you manage things like this:


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Other Mobile & Tablet Campaign Considerations

• Sitelinks

• Dayparting

• Landing page/site

• Where do tablets belong?


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What’s New with Sitelinks

• Google’s New Policy

• Bing actually has them


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Sitelinks: Google’s New Policy

• Use it to your advantage!

• Add as many sitelinks as you can

• But maintain relevance


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Sitelinks on Bing

• Bing actually has sitelinks now


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Sitelinks on Bing• But performance is lackluster (so far)


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Updated Ad Rotation Options• Can now

rotate evenly in Bing

• at the ad group level!


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New Ad Rotation Options for Google• In response to outcry from the PPC community


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New Ad Rotation Options for Google• Align your rotation options with campaign

goals, not with Google’s profits


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New Ad Rotation Options for Google• Be aware of Google policy changes regarding rotation

• New ad rotation default when using Conversion Optimizer or Enhanced CPC. When you first activate Conversion Optimizer or Enhanced CPC in a campaign, your ad rotation setting will change to “Optimize for conversions” by default. We recommend this setting to get the most conversions, but you’re free to change to a different option.

• Eligible campaigns will switch to “Optimize for conversions.” As we announced last December, all campaigns using Conversion Optimizer or Enhanced CPC which are set to use “Optimize for clicks” will be switched to “Optimize for conversions.” You can opt out of this update via this form up until November 9th, but you may miss out on getting more conversions by doing so.

• “Rotate evenly” change for campaigns using Conversion Optimizer or Enhanced CPC. As we announced earlier this month, campaigns set to “Rotate evenly” automatically begin to optimize for clicks when ads in an ad group are unchanged for 90 days. Similarly, when using Conversion Optimizer or Enhanced CPC, campaigns set to “Rotate evenly” will automatically begin to optimize for conversions when ads in an ad group are unchanged after 90 days.


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Google Analytics Data Import to Adwords

• View your GA data right in the Adwords interface


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Google Analytics Data Import to Adwords• But make sure it’s actionable!


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Bing Ads: A Bunch Of New Stuff


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Bing Ads: A Bunch Of New Stuff• Geotargeting by DMA


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• Keyword level URLs (update all your param1 to keyword destination URLs)


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• Import from Adwords (in online UI and Bing Editor)


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• Bing Ads Intelligence (Excel plugin, unique keyword research features)


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Bing Ads: A Bunch Of New Stuff• Editorial exceptions (right in the UI, with reasons for decline –

EXCEPT for declined sitelinks!)


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The Checklist Mobile:

Review mobile & tablet results; compare to desktop Consider separate mobile and/or tablet campaigns with different messaging Consider features unique to mobile campaigns (e.g. click to call) Review placements by device to avoid fails Remember to consider:

Sitelinks Dayparting Landing page/site Tablets – separate campaign, or include with desktop?

Sitelinks Add as many unique sitelinks to your Google campaigns as you can

But maintain relevancy to each ad group in the campaign Start using Bing sitelinks

But keep an eye on performance & tweak if needed Ad rotation options

Update Bing ad rotation options to match your goals/strategy Check your Google rotation settings – make sure you’re using the right one for your

goals/strategy Google Analytics Data Import to Adwords

What decisions will you make based on this data? Use GA to supplement Adwords data (not supplant it)

New Bing Features – are these right for you? Geotargeting by DMA Keyword level URLs Import from Adwords Bing Ads Intelligence Editorial exception requests


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mackeyMelissa Mackey

[email protected]@Mel66

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Winning PPC Tactics - SES Chicago 2012

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