10 PPC Features You Should Know

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Presented at BlueGlass Florida in November, 2010. I cover the latest Adwords features all paid search marketers should know and be testing.


  • 1.10 PPC Features You Should Know (No really , I mean it.)By: Joanna LordDirector of Customer Acquisition, SEOmoz.org joanna@seomoz.org (day / month / year) @joannalord

2. Disclaimer: Im skipping the starter stuff.You guys know all that already.@joannalord 3. Lets get on with it1. Advertiser goals in the Opportunities tab2. Day parting with GA Adwords beta3. Search Funnel Reporting4. Broad match modifier5. Enhanced CPC6. Ad Sitelinks7. Local extensions update8. Remarketing9. Campaign experiments10. Potential Placement reporting@joannalord 4. 1. Advertiser goals in the Opportunities tabNow have 3 common advertiseroptions available to help steeryou:1. Increase traffic: ideas that are aimed to help you get more traffic to your site.2. Balance cost & traffic (default): you get both suggestions3. Maintain or decrease cost: ideas that are aimed to help you maintain or decrease your current@joannalord spend. 5. 2. Dayparting with GA Adwords betaStop being a fool yo.Start day parting with real data to guide you.Before: pull your hair outover Custom GA ReportingNow: Look at day parting tab & know just when to shut off your campaigns to save money and reallocate to best performing parts of the day- Takes the budget optimization report a step further. @joannalord 6. 3. Search Funnel Reporting Goes beyond last touch attribution,you can now see all keywords thatled to a conversion. The search funnel reporting includesa number of reports showingmetrics like assisted conversionkeywords, first & last clickanalysis, time between actions, andmore. You activate these reports by settingup AdWords Conversion Tracking (orimporting goals into Adwords fromGA).*Please note that organic searches during this are nottracked, this could be a limitation for those tryingto understand the true life cycle of their searchingaudience.**For those wondering, Google has officially stated that search funnel data DOES NOT affect your quality@joannalord score in any way for any given keyword (me = 7. 4. Broad match modifierBroad match & phrase match sitting in a tree More expansive than Phrasematch, more control than Broadmatch. Increase #of clicks, andstrengthen ROI, especially if youonly play in broad mainly rightnow. To implement the modifier, just put a plus symbol (+) directly in front of one or more words in a Broad match keyword. *** Please note: You should keep your Broad match and Phrase match types RUNNING, this is meant to be an add-on, not a replacement. @joannalord 8. 5. Enhanced CPC BiddingRecently launch automated bidding feature for search & displayUses your campaigns historical conversion tracking data to auto adjust your Max CPC(waitlike all those 3rd party tools and in house tools out there that have been doing this for many yearsyeah exactly). Examples of factors in the auto bid adjustment: - how well a particular search or display network partner site in the Google network has converted for you in the past - looks at how well a root performed and applies that logic to query extensions (kind of dangerous) - looks at the users info, i.e. location, browser, settings, etc. and forms truths over time on how that type of user will perform @joannalord 9. 6. Ad Sitelinks Additional links that fallbelow your primary ad tohelp extend relevancy WAIT! This looks like a familiar format Introduced in Nov. needed toprequalify, in June introduced aone-line format that pre-qualifies anyone, in Octintroduced mobile.Look at all of that real estate. Done at the campaign-level,make sure all ads are relevantAd Sitelinks enable you to point to specific information on your sitecertain products, promos, Pre-click optimization FTW! etc. @joannalord 10. 7. Local extensions updateUpdates:Can now show multipleaddresses for businessbeing searchedThe results now updatedynamically when someoneinteracts with the mapHow to do it?Go in, enable location extensions in yourGoogle Places listings. Sorry folks this isonly available to US advertisers rightnow. @joannalord 11. 8. Remarketing Target users that visitedyour site and move on toanother site within theGoogle Display Network Based on their pastinteractions on your site,they become a prequalifieduser Create integrated campaignstrategies*Keep an eye on thisfeaturejust the beginning ofwhat Google is called itsInternet-Based Advertisingprogram.@joannalord 12. 9. Campaign experiments Campaign management A/Btesting Whoa! Enables you to test riskier andmore advanced managementstrategies at any level Eliminates manualbenchmarking and tracking ofbid management tactic success Rolling out now in U.S. now. They added a trackingparameter {aceid} allowing usto identify if a click has comefrom a control orexperimental side of a campaignrunning in an experiment, makingsegmentation possible.AdWords Resource: http://adwords.google.com/support/aw/bin/topic.py?hl=en&topic=29099@joannalord 13. 10. Potential placement reporting(Display Network awesomeness FTW!) Launched a week ago, still limited, pre launchoptimization This feature will give you example sites in thedisplay network where your ads might appear Example sites are based on your keyword lists You also see suggested bids for these ad groups Things to note: only available for campaigns runningonly on display (duhyou are all doing thatalready) You still see the old reports available for GDN @joannalord 14. Thats all I got.Thanks for listening to me ramble. #heartppcHit me up with questions: joanna@seomoz.org @joannalord@joannalord