Google announced Enhanced Campaigns and Hanapin Marketing migrated many accounts to determine the early impacts and create new, best practices around this mandatory feature. This slideshow is both a case study of those results, on a macro and micro level, and some new PPC best practices that have evolved as a result.

1. WHAT $1 MILLION HAS TAUGHT US
ABOUT
ENHANCED CAMPAIGNS
@JeffAllenUT
Jeff.Allen@hanapinmarketing.com

2. LOOKING AT EC’S AT
THE MACRO LEVEL

3. RESULTS FROM ~50 ACCOUNTS
& OVER $1 MILLION
DOLLARS IN SPEND (over 30-days).

4. MOBILE IMPRESSIONS UP
9% & CLICKS UP 45%.

5. TABLET IMPRESSIONS
CLICKS UP 45%.
UP 48%

6. COMPUTER IMPRESSIONS
UP 5% & CLICKS DOWN 13%.

7. BUDGET ALLOCATION
PRE-ENHANCED CAMPAIGNS
PRE
MOBILE: 10.2%
TABLET: 10.2%

8. BUDGET ALLOCATION
POST-ENHANCED
CAMPAIGNS
PRE POST
MOBILE:10.2% 16.8%
TABLET: 10.2% 11.6%

9. WHAT DOES THAT MEAN FOR
COMPUTER SPEND?
PRE:
79%
POST:
71.6%

10. COMPUTER:
+12%
MOBILE: +40%
TABLET: +13%
CPA UP ACROSS
ALL DEVICES

11. “ENHANCED
CAMPAIGNS ARE
BULL$#^%”
– MATT VAN WAGNER

12. LOOKING AT EC’S AT
THE MICRO LEVEL

13. IDEAL ACCOUNT FOR EC:
• LOCATION SPECIFIC
• MOBILE OPTIMIZED
• DAY PARTING

14. 60 miles
-5% adjust.
40 miles
0% adjust.
20 miles
+20% adjust.
Campus
location

15. MOBILE BID
MULTIPLIER -30%.
BASED ON
AVERAGE MOBILE
TO DESKTOP CPA
VARIANCE.

16. BUDGET ALLOCATION
PRE POST
COMPUTER: 81% 74%
MOBILE: 9% 16%
CPA
MOBILE UP 25%, COMPUTER AND
TABLET REMAINED NEARLY
IDENTICAL.

17. No extra
leads in
target radius

18. 9% INCREASE IN CPA
NO CHANGE IN
VOLUME OF LEADS

19. STRIKE THAT
REVERSE IT

20. 28%
AFTER
DELETING ALL
BID MODIFIERS
CPA DROPS

21. PROBLEMS:
• BUDGET
ALLOCATION
• GARBAGE
TRAFFIC
• HARDER TO SEE
ISSUES

22. SOLUTIONS:
• MORE
CAMPAIGNS
• MORE AD
GROUPS
• …AND (hopefully)
SOMEDAY
SCRIPTS

23. INCREASE
SEGMENTATION
BEFORE USING MULTIPLERS

24. COMPUTER CPA SPIKED
DUE TO CHANGES IN AVERAGE
POSITION
avg. pos. change in impressions
1-1.5 +39%
1.5-2 +19%
2-2.5 -6%
…
3.5-4 -29%
4-4.5 -32%
*Excludes Brand Terms

25. CAMPAIGN FARM
SYSTEM

26. TIERED CAMPAIGNS
TYPE LOCATION MULTIPLIER
MAJORS NONE
(NEAR CPA GOAL)
FARM ONLY DOWN
(< -20% OF CPA GOAL)
PREP ONLY UP
(> -20% OF CPA GOAL)

27. All MOBILE IMPRESSIONS
(avg. pos. = change in impressions)
1-1.5 = +170%
1.5-2 = +101%
2-2.5 = +13%
2.5-3 = +17%
3.5-4 = +5%
*Excludes Brand Terms

28. MOBILE IMPRESSIONS
FOR KW’S AT CPA GOAL
(avg. pos. = change in impressions)
1-1.5 = -16%
1.5-2 = +170%
2-2.5 = -6%
2.5-3 = -63%
3.5-4 = +42%
*Excludes Brand Terms

29. IDEALLY, AD GROUPS WOULD HAVE
ONE KEYWORD PER AD GROUP.
KEYWORD LEVEL MULTIPLIERS
WOULD RENDER THIS OBSOLETE.

30. TIERED AD GROUPS
TYPE DEVICE MULTIPLIER
MAJORS NONE
(NEAR DESKTOP CPA)
FARM ONLY DOWN
(< -20% OF DESKTOP CPA)
PREP -100%
(> -20% OF DESKTOP CPA)

31. USE BID MODIFIERS
SPARINGL
Y .CPA will spike if you use on high
p o s i t i o n k e y w o r d s .
T I E R
C A M PA I G N S& ad groups based on performance.

32. More relevance, better results
Jeff Allen
Hanapin Marketing
@JeffAllenUT
ENHANCED CAMPAIGNS
#NAILEDIT