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6 New PPC Experiments You Should Try Today

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The PPC world is changing fast. Here are six big, new opportunities in PPC, and how you can get started experimenting with them today.

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Page 1: 6 New PPC Experiments You Should Try Today
Page 2: 6 New PPC Experiments You Should Try Today

Experiment #1

Modify for mobile

Page 3: 6 New PPC Experiments You Should Try Today

#PPCevolves

The landscape - micro conversions

Page 4: 6 New PPC Experiments You Should Try Today

#PPCevolves

What this means for you - enhanced campaigns

Page 5: 6 New PPC Experiments You Should Try Today

#PPCevolves

How to set up your first experiment

Page 6: 6 New PPC Experiments You Should Try Today

#PPCevolves

Evaluate performance - segment

Where you download it: Report here:

Page 7: 6 New PPC Experiments You Should Try Today

#PPCevolves

Mistakes to avoid

Don’t blanket bid for desktop and mobile.

Page 8: 6 New PPC Experiments You Should Try Today

#PPCevolves

Mistakes to avoid

Beware mobile overspend

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#PPCevolves

Who does it best - on page UIDesktop Tablet Mobile

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#PPCevolves

Who does it best - mobile modifiers

Desktop Mobile

Page 11: 6 New PPC Experiments You Should Try Today

Experiment #2

Exhaust your search ROI

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#PPCevolves

The landscape - a whole new world

★ Extensions (sitelink, location, call, seller rating, callout, app)

★ Modifiers (geographic, TOD/DOW, device type)

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#PPCevolves

What this means for you - site links

Site Links Details Site Links

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#PPCevolves

What this means for you - location & call extensions

On Search In Map Listings

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#PPCevolves

What this means for you - seller ratings & call out extensions

Seller Ratings Call Out Extensions

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#PPCevolves

What this means for you - app extensions and deep linking

App Installs Deep Linking

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#PPCevolves

What this means for you - meet the modifiers

Day of Week Location Time of Day Device HouseholdIncome

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#PPCevolves

How to set up your first experiment

LocationReview Extension

DeviceDay of Week

Page 19: 6 New PPC Experiments You Should Try Today

#PPCevolves

Evaluate performance - dimension tab

Where you download it:

Report here:

Page 20: 6 New PPC Experiments You Should Try Today

#PPCevolves

Mistakes to avoid

Not modifying bids based on performance

Page 21: 6 New PPC Experiments You Should Try Today

#PPCevolves

Mistakes to avoid

Accidentally overspending

WARNING: Bid modifiers are multiplicative

Page 22: 6 New PPC Experiments You Should Try Today

#PPCevolves

Who does it best - bid modifiers

Page 23: 6 New PPC Experiments You Should Try Today

Experiment #3

Supercharging your ads and feed

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#PPCevolves

The landscape - the rise of the feeds

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#PPCevolves

Product Listing Ads transform into “Google Shopping”

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#PPCevolves

What this means for you - custom labels & priorities

Custom Labels Testing Campaign Priority

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#PPCevolves

How to set up your first experiment

Custom LabelsCampaign Priority

Segmenting

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#PPCevolves

(oh yeah...again…)

Don’t bid the same for all products.

Mistakes to avoid

Page 29: 6 New PPC Experiments You Should Try Today

#PPCevolves

Mistakes to avoid

Pay careful attention to details and formatting.

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#PPCevolves

Who does it best - shoppingGoogle shopping results Showcasing the right product(s)

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#PPCevolves

Using feeds and dynamic ads in remarketing

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#PPCevolves

Using feeds beyond e-commerce & locally

Page 33: 6 New PPC Experiments You Should Try Today

A new breed of opportunities

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#PPCevolves

The landscape

Established Platforms

NewAd Types +

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#PPCevolves

The landscape

Established Platforms

NewAd Types

New Breed of Opportunities+ =

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Experiment #4

YouTube TrueView Ads

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#PPCevolves

YouTube TrueView Ads

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Experiment #5

Gmail sponsored promotions

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#PPCevolves

Gmail Sponsored Promotions

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Experiment #6

Dynamic Remarketing Audiences

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#PPCevolves

Dynamic Remarketing Audiences - travel

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#PPCevolves

Dynamic Remarketing Audiences - auto

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Measuring & Managing PPC Performance

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#PPCevolves

The “good old days”

This is how easy SEM was

in 2009:

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PPC Campaigns: 2009 PPC Campaigns: 2014

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Speed = agility = ROI.

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#PPCevolves

So...how do I do that?

Test Measure Optimize

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#PPCevolves

So...how do I do that?

Test Measure Optimize

Where most people are wasting time

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What this looks like

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What this looks like

Invest fast

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What this looks like

kill fast

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What this looks like

tweak the marginal

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#PPCevolves

How I built the ultimate PPC dashboard

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Thank you!