For more information, visit www.wordstream.com On July 22nd, 2013, all Google AdWords accounts will be auto upgraded to the new Enhanced Campaigns format. Are you ready for the switch? In this webinar, WordStream's Founder and Paid Search Veteran Larry Kim shows you how to make the most of Google's Enhanced Campaigns, including: - How to migrate your existing campaigns to the new format - How to enable mobile advertising, location targeting and other new options - How to make the most of new features to save time & money - How bidding works in Enhanced Campaigns, and more!

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Enhanced Campaigns:
How to Make Them Work for You
Larry Kim
Founder & CTO, WordStream, Inc.
June 25, 2013

2. Today’s Agenda
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• User Context and Why it Matters
• Introducing Enhanced Campaigns for Search
• Two In-depth Enhanced Campaigns Case Studies
• Questions & Answers

3. Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #wordstream in your Twitter tweets,
Google+ status updates, etc.
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4. Speaker Introductions
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• Larry Kim
– Founder, CTO, WordStream, Inc.
– Been doing PPC & SEO for 10 Years!
– 5 Years ago, started WordStream!
– We’re the Provider of the AdWords Grader
and the 20 Minute PPC Work Week
– Voted #1 Top Influential PPC Experts in 2013
by PPCHero.com

5. Let’s learn a little about you….
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6. Live-Poll Question 1
Question: Have you actually upgraded one or more of your
campaigns to AdWords Enhanced Campaigns yet?
#wordstream
a) Yes!
b) Not yet.
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7. Live-Poll Question 2
What do you think of the new AdWords Enhanced
Campaigns #wordstream
a) Love them. Way better than before.
b) Upset about loss of features like device targeting, etc.
c) Indifferent / No opinion yet.
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8. Live-Poll Question 3
What do you value more for your business: Clicks from
Mobile Devices (excluding tablets) or Clicks from
Desktops/Notebooks? #wordstream
a) I value Mobile Clicks More
b) I value Desktop Clicks More
c) I value them the same
d) No opinion
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9. 3 Big Mobile Search Trends
1. Devices are Evolving Quickly!
2. Users are constantly switching between devices
3. New ways are needed to measure advertising effectiveness
This creates a lot of marketing challenges and opportunities!
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10. Understanding User Context
• User Context
– Location
– Time
– Device
• Understanding
User Context =
Better ROI
• How is this
different?
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11. AdWords Enhanced Campaigns
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12. New Bid Management Tools
• Day Parting
• Location Bidding
• Mobile Bidding
Manage your bids across location, time and device —
all within a single campaign!!
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13. Location, Time and Device Bid Management
• Campaign settings have options for location, ad
scheduling and device-based bid adjustments.
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14. Location Based Bid Management
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15. Time Based Bid Management
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16. Device Based Bid Management
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17. New Smarter Ads
• Scheduled extensions
• Enhanced sitelinks
• Customized messages on mobile location
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18. Ads Become User Context-Aware
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19. Ad Extensions Become More Powerful
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20. Ad Extensions Become More Powerful
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21. Advanced Reports for Measuring Mobile ROI
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22. New Phone Call Conversion Type
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23. Four key changes from enhanced campaigns
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1. Campaigns will run across all devices
2. Tablet bidding strategies will be aligned with
desktop
3. Mobile bids will be adjusted at the campaign level
4. Mobile bids fully controlled by advertisers

24. Summary
• Enhanced Campaigns
– Aligned with mobile world we live today
– More Power AND Simplicity
– Better ROI on Paid Search!
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In the Trenches with Enhanced
Campaigns: 3 Takeaways from
Upgrading a bunch of accounts to EC’s

26. Case Study: Vehicle Parts Supplier
• Large Seller of Car Parts in
the USA
• How They Sell:
– Online Store
– National Call Center
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27. Vehicle Parts Supplier: Ad Performance
• Mobile CPA is nearly 50% higher than Desktop
and accounts for just 17% of the conversions
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28. #1 Key Learning: Majority of SMB’s Undervalue
Mobile Search
• By a 10:1 margin, respondents valued desktop/tablet
clicks over mobile devices (March 21, 2013)
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29. Upgrade Plan
• Determine the Value of Mobile
• Upgrade 2 Campaigns
– Standard Call Extensions + ad scheduling
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30. #2 Key Learning: Great Opportunity to Educate
Clients on How to Get More From Search
• Calls convert 4x higher than Clicks to website
• Mobile generates 2x more conversions than we
thought
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31. Case Study: National Talent Agency
• Big Database of Actors and
Models
• How They Sell:
– Online
– National Call Center
– Offices in a Dozen Cities
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32. #3 Key Learning: Don’t Forget To Upgrade When
You Upgrade to EC’s
• Consolidated 100 Campaigns into 50 Campaigns
• Leverage Bid Strategies
– Evenings and weekends do better
– Certain neighborhoods do better
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33. Summary: 3 Takeaways from Upgrading 100
accounts to Enhanced Campaigns
1. SMB’s Undervalue Mobile
2. Great opportunity to educate clients!
3. Don’t forget to upgrade when you upgrade
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34. WordStream PPC Advisor
SaaS platform connects to
existing AdWords or Bing
accounts
Alert driven. New alerts
generated every week.
“Make it so”
20 minutes a week equals
PPC success!
$299/$499/$999/mo
Premiere Support (monthly
check-ins)
Struggling with PPC? Let our software do all the work!
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35. Free Tools - AdWords Performance Grader
www.wordstream.com/google-adwords
One of a kind, free performance
grader
Deep analysis in 8 key performance
areas
Compares businesses to industry
benchmarks
Provides actionable
recommendations
Biggest Insight: Big opportunities for
improvement
Provide your AdWords credentials
Instant Report Card – On Demand
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36. Special Offer
• Are you interested in a live demo to see how
WordStream's PPC Advisor can help optimize
your paid search campaigns?
– Yes!
– No thanks
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37. Your Questions
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Thank you for attending WordStream’s webinar on Enhanced
Campaigns in AdWords. #wordstream
Don’t forget to sign up for a Free Trial of WordStream:
http://www.wordstream.com/ppc-free-trial
Grade Your AdWords Account Today
http://www.wordstream.com/google-adwords
Or contact us directly:
Larry Kim
lkim@wordstream.com
http://twitter.com/larrykim
Sales line: 1-855-967-3787