Experiment #1

Modify for mobile

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The landscape - micro conversions

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What this means for you - enhanced campaigns

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How to set up your first experiment

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Evaluate performance - segment

Where you download it: Report here:

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Mistakes to avoid

Don’t blanket bid for desktop and mobile.

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Mistakes to avoid

Beware mobile overspend

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Who does it best - on page UIDesktop Tablet Mobile

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Who does it best - mobile modifiers

Desktop Mobile

Experiment #2

Exhaust your search ROI

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The landscape - a whole new world

★ Extensions (sitelink, location, call, seller rating, callout, app)

★ Modifiers (geographic, TOD/DOW, device type)

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What this means for you - site links

Site Links Details Site Links

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What this means for you - location & call extensions

On Search In Map Listings

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What this means for you - seller ratings & call out extensions

Seller Ratings Call Out Extensions

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What this means for you - app extensions and deep linking

App Installs Deep Linking

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What this means for you - meet the modifiers

Day of Week Location Time of Day Device HouseholdIncome

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How to set up your first experiment

LocationReview Extension

DeviceDay of Week

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Evaluate performance - dimension tab

Where you download it:

Report here:

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Mistakes to avoid

Not modifying bids based on performance

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Mistakes to avoid

Accidentally overspending

WARNING: Bid modifiers are multiplicative

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Who does it best - bid modifiers

Experiment #3

Supercharging your ads and feed

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The landscape - the rise of the feeds

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Product Listing Ads transform into “Google Shopping”

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What this means for you - custom labels & priorities

Custom Labels Testing Campaign Priority

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How to set up your first experiment

Custom LabelsCampaign Priority

Segmenting

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(oh yeah...again…)

Don’t bid the same for all products.

Mistakes to avoid

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Mistakes to avoid

Pay careful attention to details and formatting.

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Who does it best - shoppingGoogle shopping results Showcasing the right product(s)

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Using feeds and dynamic ads in remarketing

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Using feeds beyond e-commerce & locally

A new breed of opportunities

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The landscape

Established Platforms

NewAd Types +

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The landscape

Established Platforms

NewAd Types

New Breed of Opportunities+ =

Experiment #4

YouTube TrueView Ads

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YouTube TrueView Ads

Experiment #5

Gmail sponsored promotions

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Gmail Sponsored Promotions

Experiment #6

Dynamic Remarketing Audiences

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Dynamic Remarketing Audiences - travel

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Dynamic Remarketing Audiences - auto

Measuring & Managing PPC Performance

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The “good old days”

This is how easy SEM was

in 2009:

PPC Campaigns: 2009 PPC Campaigns: 2014

Speed = agility = ROI.

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So...how do I do that?

Test Measure Optimize

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So...how do I do that?

Test Measure Optimize

Where most people are wasting time

What this looks like

What this looks like

Invest fast

What this looks like

kill fast

What this looks like

tweak the marginal

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How I built the ultimate PPC dashboard

Thank you!