Geeking out on AdWords paid search tactics - Internet Summit 2013
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hugeinc.com [email protected] 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843 November 14, 2013 Digital East: Digital Ad Strategies Andrew Delamarter Director of Search and Inbound @ADNYCE Geeking out on new AdWords search tactics
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There are a ton of new ad extensions and campaign settings that can improve the performance of your ads. In fact, using ad extensions and enhanced campaigns are pretty much a requirement at this point. This presentation from the Internet Summit 2013 covers the basics.
Transcript of Geeking out on AdWords paid search tactics - Internet Summit 2013
hugeinc.com [email protected] 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843
November 14, 2013 Digital East: Digital Ad Strategies Andrew Delamarter Director of Search and Inbound @ADNYCE
Geeking out on new AdWords search tactics
Huge.
We help transform brands
and grow businesses.
Founded in 1999 Full-service digital agency
700 employees
How we’re structured.
Los Angeles.
Rio de Janeiro.
London.
Brooklyn. San Francisco.
Portland.
Washington, DC. Atlanta.
Barcelona.
Research & analytics.
• Focus Groups & Surveys • Ethnography & Usability Studies • Social Listening & Trends
Spotting • Website, Social and Campaign
Analytics
Strategy & planning.
• Brand Planning & Marketing • Product Strategy & Business
Consulting • Communications Planning • Search Strategy (SEO, SEM) • Discipline Specialists
(e.g., CRM, mobile)
User experience.
• Content Strategy • Information Architecture • Interaction Design • Mobile Experience
Creative.
• Visual • Motion • Digital Branding • Campaign Development • Mobile, Emerging & In-Store
Digital
Technology.
• Technical Leadership / Architecture
• User Interface Development • Mobile & Emerging Platforms • Social Platforms • Rapid & Enterprise Development • Quality Assurance & Deployment
Social engagement.
• Social Strategy • Social Media Management • Blogger & Influencer Outreach • Social Media Campaigns
Studio.
• Copywriting & Editorial • Photography • Video creation and production • Animation & Illustration • Production
Media.
• Media Planning • Media Buying • Campaign Management,
Optimization & Analysis • Media Partnership Development
Program management.
• Project Management • Planning & Roadmap
Development • Resource Management • Risk Mitigation
Full-service digital capabilities.
AdAge A-List for 2012 Top ten agencies as ranked by AdAge, across all marketing disciplines.
Third-largest mobile agency According to AdAge for 2012.
Social media agency of the year 2011 and 2012 by OMMA / MediaPost.
Most innovative agency for 2012 by Digiday and One of Five for 2011 by Mashable.
Agenda:
1. New AdWords tools.
2. Cool ways to use them.
New(ish) toys in
AdWords.
Location extensions.
Location extensions.
Click to call.
Receive module on Facebook
Sitelinks extensions.
Sitelinks extensions.
Product listing ads.
Product Listing Ads.
Social extensions (G+).
App download extensions.
Receive module on Facebook
Reviews extensions.
?
AdWords
geekery.
Use Sitelinks for offers.
$20 off on $200
purchase offer.
Use Sitelinks to boost conversion on
high-volume generic terms.
Separate ‘Auto’ From
‘Home’ prospects
Site Location extensions to qualify
clicks.
• Great for geo-targeting keywords outside of your core area.
• Make sure users see where you are before they click
Feed-driven PLAs becoming
dominant PPC retail tactic.
Source: RKG Q3 DMR
• CPCs are slightly lower on average.
• Optimize pictures • Keep fully synced with inventory and up to
date.
• Break out PLA reporting from Paid Search
• Look for ways to manage holistically with paid search.
PLA strategy.
Use a custom number for call
extensions.
Receive module on Facebook
One number for AdWords
Receive module on Facebook
And another on the Web site.
For better conversion tracking
use JavaScript to show a
tracking number to AdWords
referrals.
Put semantic markup on the ‘real’
phone number and address.
G+
Avoid G+ page confusion.
Good luck getting social extensions added!
• Verification process creates duplicates.
• Google Places > G+ Local not a smooth transition.
• Use a single Gmail address for your brand. • Unify YouTube, G+, G+ Local, AdWords
under single account. • G+ is buggy. G+ support content is often
wrong or outdated. Ask your peers. Wait.
G+ heartache reduction strategy.
“Enhanced
campaigns”
Boost bar, restaurant keywords at
dinner time on mobile devices.
Create ‘emergency’ ad groups
targeted to mobile devices with a
high bid multiplier.
