This document summarizes Eric Couch's presentation on Google's shift to Enhanced Campaigns and the impact it has had. Some key points include: - Google introduced Enhanced Campaigns to allow advertisers to more simply manage campaigns across multiple devices, but Eric argues it was really to address declining mobile revenues. - Device targeting changes like requiring tablets and desktops to be grouped reduced efficiency and control for advertisers. - Location targeting and bid modifiers within Enhanced Campaigns have provided more flexibility compared to the previous system where campaigns had to be duplicated across many locations and devices. - While there have been negatives, advertisers need to adapt to the growing importance of mobile and opportunities that

1. THE SHIFT TO ENHANCED
CAMPAIGNS

2. WHO ARE YOU?
ERIC COUCH
SENIOR PPC ACCOUNT MANAGER,
HEAD OF TRAINING
@HANAPIN MARKETING.
WRITER @ PPC HERO
www.ppchero.com
@ecouch11

3. ENHANCED CAMPAIGNS & ME
EARLY ADOPTER
SPENT $2M (SO FAR) ON
ENHANCED CAMPAIGNS
LEAD GENERATION
ECOMMERCE

4. ENHANCED CAMPAIGNS & ME

5. OVERVIEW
HISTORY
DEVICE TARGETING
LOCATION TARGETING
SITELINKS

6. HISTORY
GOOGLE INTRODUCED
ENHANCED CAMPAIGNS TO:
___________________

7. GOOGLE’S REASONING
GOOGLE INTRODUCED
ENHANCED CAMPAIGNS TO:
“MORE SIMPLY AND SMARTLY
MANAGE YOUR AD CAMPAIGNS
IN TODAY’S MULTI-DEVICE
WORLD.”
- INSIDE ADWORDS

8. MULTIPLE DEVICES – PRE-EC

9. MULTIPLE DEVICES – POST-EC

10. DOING THE MATH
REAL CLIENT:
7 CAMPAIGNS
X 30 LOCATIONS
X 3 DEVICES
= 630 CAMPAIGNS

11. DOING THE MATH
THIS WAS A PROBLEM.
IT’S ALMOST UNMANAGEABLE.
IMAGINE DOING THIS AS A SMALL
BUSINESS.
EC DID HELP ON THIS FRONT,
BUT…

12. HISTORY REVISITED
GOOGLE INTRODUCED
ENHANCED CAMPAIGNS TO:
___________________

13. MY REASONING

14. MY REASONING
GOOGLE INTRODUCED
ENHANCED CAMPAIGNS TO:
“MAKE MONEY.”
- ME, CYNICAL
INTERNET MARKETER

15. CHARACTERISTICS OF MOBILE
BEFORE ENHANCED CAMPAIGNS:
CHEAP
NO COMPETITION

16. DOING THE MATH, PART 2
LOW MOBILE COST PER CLICK
+
GROWING MOBILE AUDIENCE
=
STAGNANT CPCS FOR GOOGLE
LOST PROFIT

17. GOOGLE CPCS BY MONTH

18. GOOGLE’S Q3 OUTLOOK
21.5% Y/Y PPC GROWTH
CPC DECLINE OF 5.2% Y/Y
NET REVENUE OF 11.6B
- DOUG ANMUTH,
J.P. MORGAN
(ACTUAL EARNINGS CALL: 10/17)

19. IMMEDIATE IMPACT
MOBILE CPA =
40%
MOBILE SPEND =
80%
TABLET CPA =
13%
TABLET IMPRESSIONS,
CLICKS, & COST =
DRASTICALLY
TOTAL CPA =
17%
TOTAL CONVERSIONS =
7%

20. POST-EC MOBILE STATS
HIGHER COMPETITION +
HIGHER CPCs = PROFIT

21. THE BIG QUESTION
HOW DID GOOGLE DECIDE
TO FIX THIS MOBILE
PROBLEM?

22. THE BIG ANSWER
DEVICE TARGETING.

23. DEVICE TARGETING
WE NO LONGER HAVE THE
ABIILITY TO CREATE MOBILE-ONLY
CAMPAIGNS.
INSTEAD, WE HAVE TO USE
BID MODIFIERS.

24. THE MODIFIER PROBLEM
BID MODIFIERS – CHANGE ANY
KEYWORD’S BID BY -80% TO
+300%.
$1.00 BID ON DESKTOP, -50% MOD
ON MOBILE = $.50 BID.

25. THE MODIFIER PROBLEM
BUT IT INTRODUCES
INEFFICIENCIES IN TO THE
ADWORDS SYSTEM.
A $3.00 BID CAN ONLY BE
MODIFIED IN WHOLE PERCENT
INCREMENTS –
A -1% BID = $2.97
A -2% BID = $2.94

26. THE MODIFIER PROBLEM
IF YOU NEED TO BID $2.95,
YOU’RE SCREWED.
BUT WHERE DOES THAT EXTRA
MONEY GO?

27. THE GOOGLE MONEY VAULT

28. THE MODIFIER PROBLEM
WE ALSO LOSE BID CONTROL WITH
TOO MANY LAYERED BID
MODIFIERS.
YOU CAN HAVE MODIFIERS FOR
DEVICE, TIME OF DAY, AND
LOCATION.

29. THE MODIFIER PROBLEM
THIS IS HOW YOU TURN 300,000
KEYWORDS IN TO 7.4 MILLION
POTENTIAL BIDS.

30. THE MODIFIER SOLUTION
LIMIT THE NUMBER OF THE BID
MODIFIERS YOU EMPLOY.
LIMIT THE SCOPE OF THE BID
MODIFIERS THAT YOU EMPLOY.

31. DEVICE TARGETING
WE NO LONGER HAVE THE
ABIILITY TO NOT TARGET TABLETS
OR DESKTOPS.
AT ALL.

32. WAIT, WHAI KNOW, RIGHT?
JUST LUMPED IN THERE
TOGETHER.

33. GOOGLE’S REASONING, PART 2
“WE AND OTHERS IN THE
INDUSTRY SEE THAT USERS’
SEARCH BEHAVIOR ON THESE
LARGER DEVICES IS VERY
SIMILAR, AND LIKEWISE, OVERALL
ADVERTISER PERFORMANCE IS
VERY SIMILAR ACROSS THESE
DEVICES.”
- INSIDE ADWORDS

34. FACT CHECKING GOOGLE
TABLET VS. DESKTOP
ALL ACCOUNTS, PAST 12 MONTHS
(IN SEARCH):
TABLET CONV. RATE =
TABLET COST/CONV. =
19%
14%

35. FACT CHECKING GOOGLE
TABLET VS. DESKTOP
ALL ACCOUNTS, PAST 12 MONTHS
(IN DISPLAY):
TABLET CONV. RATE =
TABLET COST/CONV. =
52%
119%

36. REPETITION FOR EMPHASIS
THE MANDATORY INCLUSION OF
TABLET AND DESKTOP TRAFFIC IS
ANOTHER INSTANCE OF
INEFFICIENCY INTRODUCED BY
ENHANCED CAMPAIGNS.

37. THE NEGATIVE IMPACT
REAL CLIENT:
MOBILE-BASED SOCIAL PLATFORM,
FOCUSED ON LEAD GENERATION
THE PROBLEM:
ENHANCED CAMPAIGNS.
THEY HAVE NO USE FOR DESKTOP
TRAFFIC.

38. THE NEGATIVE IMPACT
THE SOLUTION:
CREATIVE USE OF BID MODIFIERS
TO REDUCE DESKTOP TRAFFIC.
COMPLETE REVISION OF BUSINESS
MODEL.

39. THE POSITIVE IMPACT
REAL CLIENT:
ECOMMERCE CLIENT ADVERTISING
ON DESKTOPS AND TABLETS.
THE PROBLEM:
AD DISAPPROVAL ISSUES COMINGLING WITH A DESIRE TO TRY
MOBILE PPC.

40. THE POSITIVE IMPACT
THE SOLUTION:
ENHANCED CAMPAIGNS.
THE UNEXPECTED MOBILE
TRAFFIC VOLUME DOUBLED
SALES, DOUBLED
SPEND, REDUCED CPA BY 8%.

41. WHAT SHOULD YOU DO?
• MOBILE LANDING PAGES.
• RESPONSIVE DESIGN.
• UNDERSTAND THE MOBILE USER
EXPERIENCE ON YOUR SITE.
• KNOW YOUR METRICS – DO THEY
CONVERT AT THE SAME RATE?
• ROUTINELY CHECK YOUR
MODIFIERS.

42. BEST PRACTICES
AVOID OVER-OPTIMIZATION ON
YOUR MODIFIERS.
YOU’RE ALREADY ADJUSTING BIDS
ON A REGULAR BASIS. (RIGHT?)
ADJUSTING YOUR MODIFIERS
TOO OFTEN CAN LEAD TO
OVERCORRECTION.

43. WHAT SHOULD YOU DO?
IMPOTENTLY FUME OVER THE
MANDATORY INCLUSION OF
TABLET TRAFFIC.

44. WHAT SHOULD YOU DO?
USE MOBILE-PREFERRED ADS.
100% EFFECTIVE AT SEGMENTING
TRAFFIC.
MOBILE AND DESKTOP WILL HAVE
ADS THAT PERFORM DIFFERENTLY.
SMX EAST
2013 HOT
TIP #1

45. THE MORAL OF THE STORY
THERE HAVE BEEN GOOD AND BAD
ASPECTS TO THIS DEVICE
TARGETING CHANGE.
THERE IS A TON OF MOBILE
TRAFFIC OUT THERE.
WE NEED TO BE ON BOARD.

46. THE MORAL OF THE STORY
NEWER GENERATIONS =
MOBILE ADOPTION
DESKTOP ADOPTION
I STILL USE A DESKTOP, SO I
GUESS THAT MEANS I’M OLD NOW.
WHICH I FIND HILARIOUS.

47. THE MORAL OF THE STORY

48. THE MORAL OF THE STORY

49. OLD ACCOUNT STRUCTURE

50. OLD ACCOUNT STRUCTURE
REAL CLIENT:
7 CAMPAIGNS
X 30 LOCATIONS
X 3 DEVICES
= 210 CAMPAIGNS

51. HOW TO FIGHT CAMPAIGN BLOAT
LOCATION TARGETING.

52. LOCATION TARGETING
WE CAN STILL SEGMENT
CAMPAIGNS BY LOCATION.
BUT WE CAN ALSO APPLY BID
MODIFIERS BY LOCATION TO
MAXIMIZE PERFORMANCE.

53. NEW ACCOUNT STRUCTURE
REAL CLIENT:
7 CAMPAIGNS
X 30 LOCATIONS
X 3 DEVICES
= 7 CAMPAIGNS

54. LOCATION MODIFIERS
THEY’RE PRETTY GREAT
AWESOME

55. LOCATION MODIFIERS
THIS CHANGE ACTUALLY
ENHANCES ADWORDS’
FUNCTIONALITY, INSTEAD OF
REPLACING IT WHOLESALE.
IMAGINE THAT.

56. HOW TO USE LOCATION MODS
USE LOCATION MODIFIERS TO
MINIMIZE AND MAXIMIZE
PERFORMANCE WITHIN A LARGER
GEOGRAPHIC AREA.
EX: + / - MODIFIERS FOR
INVIDIVIDUAL STATES.
SMX EAST
2013 HOT
TIP #2

57. HOW TO USE LOCATION MODS
REAL CLIENT:
LEAD GENERATION FOR HIGH
VALUE INDUSTRIAL MACHINERY
THE PROBLEM:
NEEDS INCREMENTAL LIFT IN U.S.
LEAD VOLUME WITHOUT ANY
INCREASE IN BUDGET OR
CRO.
SMX EAST
2013 HOT
TIP #2

58. HOW TO USE LOCATION MODS
THE SOLUTION:
LOCATION BID MODIFIERS FOR
EACH STATE IN THE U.S.
THE RESULTS:
LEAD VOLUME =
22%
COST PER LEAD =
6%
SMX EAST
2013 HOT
TIP #2

59. WHERE TO START
GOOGLE ANALYTICS.
GOOGLE ADWORDS’
DIMENSIONS TAB.
SMX EAST
2013 HOT
TIP #2

60. WHAT *NOT* TO DO
THE PREVIOUS TACTIC WORKS
BEST FOR LARGE GEOGRAPHIC
AREAS.
THE USE OF MODIFIERS ON AN
ALREADY-SEGMENTED CAMPAIGN
CAN BE HARMFUL.

61. WHAT *NOT* TO DO
REAL CLIENT:
LEAD GENERATION FOR LARGE
EDUCATION CLIENT. MAKES USE
OF 20 MILE RADIUS TARGETING
AROUND CAMPUSES.
THE PROBLEM:
COST PER LEAD UNEXPECTEDLY
ROSE.

62. WHAT *NOT* TO DO
THE SOLUTION:
ANALYSIS SHOWED THAT CPL
ROSE 20% - THE SAME AS THE
RECENTLY-IMPLEMENTED BID
MODIFIER.
THERE WAS NO LIFT IN LEAD
VOLUME. JUST AN INCREASE IN
COST FOR NO GAIN.

63. WHY DID THIS HAPPEN?
IF YOU’RE ALREADY SEGMENTING
CAMPAIGNS BY SMALL
GEOGRAPHIC LOCATIONS,
YOUR BIDS WILL BE NATURALLY
TAILORED TO THAT LOCATION.
A MODIFIER IS POINTLESS HERE!

64. BEST PRACTICES
IF YOU HAVE A NEED TO
SEGEMENT CAMPAIGNS BY
LOCATION, CONTINUE TO DO SO!
•
•
•
•
PHYSICAL LOCATIONS
DELIVERY LIMITATIONS
BUDGETARY REQUIREMENTS
UNIQUE DESTINATION URLS

65. BEST PRACTICES
UNLIKE DEVICES, GOOGLE WON’T
MANDATE THE INCLUSION OF
CERTAIN STATES/COUNTRIES.
(YET.)

66. GOOGLE’S FAKE REASONING
“WE AND OTHERS IN THE
INDUSTRY SEE THAT USER
SEARCH BEHAVIOR IN THESE
LARGER STATES IS VERY SIMILAR,
AND LIKEWISE, OVERALL
ADVERTISER PERFORMANCE IS
VERY SIMILAR ACROSS THESE
STATES.”
- SOMETHING INSIDE
ADWORDS NEVER SAID.

67. LOCATION MODIFIERS REDUX
THIS CHANGE ACTUALLY
ENHANCES ADWORDS’
FUNCTIONALITY, INSTEAD OF
REPLACING IT WHOLESALE.
SPEAKING OF WHICH…

68. TRANSPARENT TRANSITION SLIDE
ENHANCED SITELINKS.

69. JUST HOW ENHANCED ARE THEY?
ASSIGN SITELINKS ON AN
INDIVIDUAL BASIS.
GET PERFORMANCE DATA ON
UNIQUE SITELINKS.
ASSIGN AD GROUP-LEVEL
SITELINKS.

70. A SMALL REMINDER
SITELINKS ARE AWESOME.
LIKE “INCREASE-YOUR-CTR-BY64%” AWESOME.
JUST BY BEING THERE.

71. AD GROUP SITELINKS
YOU CAN GET GREAT GAINS OUT
OF USING AD-GROUP LEVEL
SITELINKS.
CONSIDER MAKING AD-GROUP
SPECIFIC LINKS FOR YOUR TOP
PERFORMERS, OR TO SHORE UP
POOR PRODUCTS WITH LINKS
GOING TO A BETTER ONE.
SMX EAST
2013 HOT
TIP #3

72. CALL EXTENSIONS
THEY’VE ALSO BEEN ENHANCED.
PREVIOUSLY, ANY CALL TO THAT
GOOGLE FORWARDING NUMBER =
$$$ CHARGED TO YOU.

73. CALL EXTENSIONS
NOW = ONLY CHARGED FOR A
CLICK-TO-CALL. ON MOBILE.
THEY’RE LITERALLY GIVING
MONEY AWAY.

74. CALL TRACKING
IF YOU TAKE PHONE CALLS, USE
CALL TRACKING.
ATTRIBUTION IS EVERYTHING.

75. CALL TRACKING
REAL CLIENT:
LEAD GENERATION FOR INTERIOR
DESIGN COMPANY.
THE PROBLEM:
A $100 CPL GOAL FOR AN
ACCOUNT WITH A $232 CPL.
THIS SEVERELY LIMITED THE BID
POTENTIAL ON THE ACCOUNT.

76. CALL TRACKING
THE SOLUTION:
CALL TRACKING PROVIDED CALL
CONVERSION ATTRIBUTION AT
THE KEYWORD LEVEL.
PROPER ATTRIBUTION LOWERED
OVERALL CPL TO $97, AND
FACILITATED PROFITABLE
ACCOUNT GROWTH.

77. EC WINNERS AND LOSERS
LOSERS:
DEVICE TARGETING
GOOGLE CREDIBILITY
MY HAIRLINE

78. EC WINNERS AND LOSERS
WINNERS:
LOCATION TARGETING
BING
FACEBOOK
SMALL BUSINESSES

79. NEW ACCOUNT STRUCTURE
REAL CLIENT:
7 CAMPAIGNS
X 30 LOCATIONS
X 3 DEVICES
= 7 CAMPAIGNS
FROM 630 – 7, A 99% REDUCTION.

80. WRAP UP
HISTORY
DEVICE TARGETING
LOCATION TARGETING
SITELINKS

81. Q&A TIME

82. WHO ARE YOU?
ERIC COUCH
SENIOR PPC ACCOUNT MANAGER,
HEAD OF TRAINING
@HANAPIN MARKETING
WRITER @ PPC HERO
www.ppchero.com
@ecouch11