@LukeAlley

FROM ENHANCED TO PROFITABLE

Taking the Enhanced Out of PPC and Making It Profitable

@LukeAlley

About Luke• Director of PPC at

Avalaunch Media• 5 Years Experience in

SEM• Lead Gen & eCommerce

in Finance, Law, Non-Profit, Local, and More.

@LukeAlley

@LukeAlley

“I am sooo mad right now. This is robbery plain and simple. Its like stealing cash straight from our pockets. It really is, period. End of story.” - Rychelle

“It's the most lowbrow thing Google has ever done.” – Search Marketing Exec

Phase 1: Anger, Outrage

@LukeAlley

“One thing PPC managers are not hating on with EC is the new geo-targeting feature.” - Amanda

Phase 2: Coping

@LukeAlley

“By simplifying this process, I’m confident that you’ll see an uptake in mobile advertising adoption and ROI.” - Larry

Phase 3: Acceptance

@LukeAlley

“We will begin automatically upgrading all AdWords campaigns to enhanced campaigns starting on July 22, 2013.” -Goog

“Advertisers have upgraded over 6 million legacy campaigns, representing almost 75% of active campaigns. Starting today we will begin upgrading all campaigns automatically…” -Goog

Phase 4: Scrambling

@LukeAlley

“One thing that is absolutely not true is that enhanced campaigns will save you time.” -Alastair

“Adwords cost per click down 6% in Q2, Google shares fall by 5%” -SEL

Phase 5: Settling

@LukeAlley

@LukeAlley

The Good• CPC’s have dropped

• Robust sitelinks

• Location bidding

• New conversion types: app downloads

& calls.

• Sitelink setting options

• Adgroup level sitelinks

• Bidding by radius

• Flexible bid strategies

MOST SIGNIFICANT

LEAST SIGNIFICANT

@LukeAlley

The Bad – Lack of control

• CPA has risen• Tablets are combined with

desktops• Mobile campaign combined with

tablet/desktops• Mobile bids are -100% to 300%

of desktop bids• Mobile bidding at

adgroup/campaign level• Mobile preferred creative• Not a time saver

MOST SIGNIFICANT

LEAST SIGNIFICANT

@LukeAlley

The Ugly - Top 9 Strategies for

Enhanced Campaigns

@LukeAlley

Mobile Preferred Ads• Test ads to see which does

best on mobile, make responsive (Geddes)

• If no responsive design, send to mobile optimized page.

• Makes up for no separation of mobile

@LukeAlley

New Sitelink Options• Use expanded, adgroup

sitelinks• Device preference• Start/end dates• Weekly scheduling

@LukeAlley

Location Bidding• Look at this often.• Use “Where your users

were” to drill down to more specific locations, add them

@LukeAlley

Call Conversions• Report phone call

conversions• If calls are valuable

show only phone number on mobile, use call focused MPAs

@LukeAlley

Radius Bidding• Bid higher or lower

depending on radius.

@LukeAlley

Device Targeting/Bidding• Make sure you use it!• Break out “mobile

outlier keywords” into their own adgroups to manage mobile bids better.

@LukeAlley

Responsive Design• Just do it!• If no responsive

design, send to mobile optimized page.

@LukeAlley

Mobile Only Campaigns• I’ve seen it with my

own eyes!• Mobile bids at 300%,

mobile preferred ads only, mobile optimized webpage.

• Be cautious, keywords were only being triggered on mobile & not desktop

@LukeAlley

Stick to the Best Practices

@LukeAlley

Top of the Line Tools• Keyword organization –

Mergewords.com• Competitive Research –

Spyfu.com• Phone Tracking – Callrail.com• CRO –

VisualWebsiteOptimizer.com• Management – Marin

Software

@LukeAlley

Working With Google Reps• Monitor every change – they

love enhanced• Have them help with new

ads, keywords• Avoid YouTube, Display,

raising bids, and be weary of betas

• Squeaky wheel gets the grease

@LukeAlley

The Paid VS Organic Battle• Google is in PPC’s corner• SEO is becoming harder• PPC is a long term but

consistent investment• Ads are taking more space• Ad Extensions• PLAs• Image Extensions

@LukeAlley

Local

Paid

Organic

2010 --“Plumber San Francisco”

@LukeAlley

Local

Paid

Organic

2013 --“Plumber San Francisco”

@LukeAlley

Paid

Organic

2008 --“Pool table”

@LukeAlley

Local

Paid

Organic

2013 --“Pool table”

PLAs

@LukeAlley

2013 --“Google stock price”

Paid

@LukeAlley

Google and Bing• Bing has best of both

worlds. Tablet• Start on Google then

transition to Bing – Easy import options

• Google is years ahead but Bing is catching up – mostly the same features

• Bing says they have higher quality leads/sales. We haven’t seen that.

• Bing is quick to listen to feedback.

@LukeAlley

My Prediction: Bing will eventually change to Enhanced Campaign

structure.

@LukeAlley

How We Measure Lead Generation Results• Measure the lead quality• Marin Software• Import conversions

• Phone calls• Tie data back to keywords• CallRail.com

@LukeAlley

How to Get the Most Out of Your Agency• Communicate back to

emails/phone calls• Set clear goals for CPA, calls,

etc.• Understand what to expect• Squeaky wheel…• Send them gift baskets

@LukeAlley

Questions?

Thank You!luke@avalaunchmedia.

com