For more information visit www.wordstream.com Google’s new Enhanced Campaigns are already rolling out in AdWords, making it easier than ever to leverage mobile advertising, geo-targeting, and more advanced targeting options. Are you ready to upgrade? In this webinar, WordStream's Founder and CTO Larry Kim and Co-author of The Ultimate Guide to Google AdWords, Bryan Todd show you how to make the most of 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 bidding works in Enhanced Campaigns, and more! After watching this webinar, you'll understand how you can leverage the new AdWords campaign features to drive more clicks and increase ROI.

1. Webinar:
Enhanced Campaigns: How to Make
Them Work for You
Larry Kim
Founder & CTO, WordStream, Inc.
Bryan Todd,
President, Perry Marshall, Inc.
March 21, 2013
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2. Today’s Agenda
• User Context and Why it Matters
• Introducing Enhanced Campaigns for Search
• Case Study
• Questions & Answers
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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
• 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
• Bryan Todd
– Co-author of The Ultimate Guide to Google
AdWords
– President of Perry Marshall, Inc.
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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
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
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24. Example 1: Vehicle Parts Supplier
• Huge Seller of Car Parts in
the USA
• How They Sell:
– Online Store
– National Call Center
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25. Current Ad Performance
• Mobile CPA = $2.79, Desktop CPA = $1.95
• Conversions are ~17% mobile, ~75% desktop, ~7%
tablet
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27. Mobile Ad Strategy
• Time: Does better during
business hours.
• Location: Most business
comes from 10 metro areas.
• Device: Display click to call ads
for mobile while call center is
open, push to website and
disable click to call ads when
call center is closed.
• Track: Calls over 3 minutes
indicate a conversion.
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28. Example 2: Local Restaurant
• Time: Evenings and Weekends
do better.
• Location: Great in the city, OK
in the suburbs
• Smart Phone: Display click to
call ads and/or offers when
depending on user context.
• Track: Calls over 60 seconds
indicate a conversion.
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29. Why I am so Excited for Enhanced Campaigns
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30. Community Reaction
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31. Summary
• Enhanced Campaigns
– Aligned with mobile world we live today
– More Power AND Simplicity
– Better ROI on Paid Search!
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32. 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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33. Free Tools - AdWords Performance Grader
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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34. 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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35. Your Questions
Thank you for attending WordStream 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
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