The document discusses Google AdWords enhancements including Enhanced Campaigns, Product Listing Ads (PLAs), and new Shopping Campaigns. It provides timelines of the rollouts and changes. Enhanced Campaigns consolidated device targeting and introduced bid adjustments. PLA campaigns will be automatically upgraded to the new Shopping Campaigns by August 2014, which allow improved product segmentation, analysis, and bidding.

1. Mastering the PPC Challenge:
Enhanced Campaigns, AdWords & PLA’s
What You Might Have Missed
and What’s Next
John A. Lee
Managing Partner – Clix Marketing

2. Who Am I?
John A. Lee
Managing Partner – Clix Marketing
PPC, Display and Social Advertising
Blogger Speaker

3. Enhanced Campaigns!
Enhanced Campaigns
and the Evolving
Google AdWords
Ecosystem
@john_a_lee
#clzny
via crescentinteractive.com

4. PLAs & Shopping Campaigns!
Remember that
Evolving Ecosystem
Thing?
Let’s Chat About PLAs
and the Transition to
Shopping Campaigns
@john_a_lee
#clzny
via searchenginejournal.com

5. Enhanced Campaigns Timeline
February 2013: Google
Announces Enhanced Campaigns
April 2013: Google PM Paul Feng
Gets Accosted at #HeroConf
July 2013: Forced Migration
April 2014: We’re All Crying a
Little Bit Less at Night
@john_a_lee
#clzny

6. Enhanced Campaigns History
• Bye, bye device segmentation!
• Mobile, geographic & ad
schedule bid adjustments.
• Mobile preferred ads.
• Flexible bid strategies.
• Upgraded Call Extensions and
Sitelinks.
What Changed in
Google AdWords?
@john_a_lee
#clzny

7. Fear Leads to Anger,
Anger Leads to Hate,
Hate Leads to Suffering…
@john_a_lee
#clzny

8. Google AdWords Enhanced Campaigns.
…Taking the Good with the Bad Since 2013
What You Might Have Missed
@john_a_lee
#clzny

9. The Shift in Mobile Targeting
• Mobile, tablet &
desktop targeting
consolidated into a
single campaign.
• Loss of isolated bids
for tablets and
desktops.
• Mobile given a bid
modifier.
@john_a_lee
#clzny

10. The Shift in Mobile Targeting
• Mobile preferred ads.
• Use to test mobile ad
copy.
• Mobile preferred Call
Extensions and
Sitelinks.
• ValueTrack “ifmobile”
parameter for mobile
landing pages.
@john_a_lee
#clzny

11. Impact of the Mobile Shift?
• In summary, not as bad as
we all feared.
• Companies with large sets
of data like iProspect and
Wordstream report
improvement in CTR and
workflow; reduction in
CPC.
• Data via Larry Kim of
Wordstream
• Source:
http://searchengineland.com/new-
data-suggests-adwords-enhanced-
campaigns-actually-work-173315
@john_a_lee
#clzny

12. Bid Adjustments FTW!
Geographic Bid Adjustment Ad Schedule Bid Adjustment
@john_a_lee
#clzny

13. Bid Adjustments and
Optimization Strategy
• PPC managers are encouraged
to rethink their campaign
structure and targeting
strategy.
• Granularity in geotargeting
and ad schedule pay off with
more control over bid and
performance.
• Combined with AdWords
Scripts, can be a powerful
tool.
The Silver Lining
of the Enhanced
Campaign Bid
Adjustments?

14. Bing Ads Parody
• Despite maintaining device
segmentation...
• Microsoft created complete parody
between AdWords Enhanced campaigns
and Bing Ads.
• Mobile bid adjustments & preferred ads.
• Ad schedule bid adjustments.
• Geographic bid adjustments.
• Maintain a small piece of your sanity.
@john_a_lee
#clzny

15. Flexible Bid Strategies
• Customizable bid
automation?
Yes, please.
• More options. Key
point: flexible.
• Set different bid
strategies at the ad
group and keyword
level.
• e.g. keyword a –
manual CPC, keyword
b – Target CPA
@john_a_lee
#clzny

16. Flexible Bid Strategies
• Enhanced CPC
• Existed before Enhanced Campaigns.
• Bid is adjusted up to +/- 20% based on the
likelihood of conversion.
• Maximize Clicks
• Formerly known as Budget Optimizer.
• Target Search Page Location
• Bid to position (ish).
• Target CPA
• Formerly known as Conversion
Optimizer.
• Target Return on Ad Spend.
• Can’t leave e-commerce advertisers out,
can we?
Flex Your PPC Skillz
@john_a_lee
#clzny

17. Flexible Bids in AdWords Editor
Want to Manage
Flexible Bid
Strategies in
AdWords Editor?
Nope. Better Luck
Next Time!
This campaign employs Max CPC and Target CPA
(which doesn’t have a Max CPC) at the keyword level.
Can’t edit either one.
@john_a_lee
#clzny

18. PLAs & Shopping Campaigns.
…Welcome to Enhanced Campaigns v2.0
What’s Next for Product Listing Ads
@john_a_lee
#clzny

19. PLA & Shopping Campaigns Timeline
October 2012: Announced That Google Shopping
Would Become AdWords Product Listing Ads
November-December 2012: E-Commerce Managers
Complained. A Lot
All of 2013: E-Commerce Managers Got Used to
PLAs – Even Liked Them
October 2013: Google Announces a New Campaign
Type for PLAs – Shopping Campaigns
March 2014: Microsoft Announces (finally) That
PLA Campaigns are Live in Bing Ads
@john_a_lee
#clzny

20. Bing Ads PLAs
They Really Do Exist!
• Set up Bing Merchant
Center.
• Import Google product
feed.
• Set up your store.
• Create product targets.
• Boom, baby!

21. What’s the Difference Between
PLAs and Shopping Campaigns?
• PLAs: all product feed review is done in
merchant center.
• Products targeted via Auto Targets in
AdWords.
• Performance analysis done in 3rd party tools
or only as good as Auto Target
segmentation.
• Shopping Campaigns: product feed
review is done in AdWords.
• Organize inventory into product groups.
Streamlines feed-to-targeting process.
• Leverage AdWords labels.
• Conduct performance analysis at product
level.
• Gain access to competitive data to influence
bid and targeting strategy.
• PLA bid simulator FTW!
@john_a_lee
#clzny

22. Google Shopping Campaigns
Quick
Segmentation
Based on Product
Feed
@john_a_lee
#clzny

23. Google Shopping Campaigns
Product &
Category Level
Performance
Analysis
@john_a_lee
#clzny

24. Google Shopping Campaigns
Competitive
Analysis
@john_a_lee
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25. Google Shopping Campaigns
Product Listing
Ads Bid
Simulator
@john_a_lee
#clzny

26. Google Shopping Campaigns
• Legacy PLA campaigns will
be lost in transition to
Shopping Campaigns.
• Initial backlash over lack of ad
group structure and control.
• Announcement/release last week
erased these concerns.
• bit.ly/ShoppingAdGroups
• Complete shift in e-commerce
PLA management strategy.
Potential
Concerns
@john_a_lee
#clzny

27. Shopping Campaigns: Is This
“Enhanced Campaigns v2.0?”
• Rumor mill has been active, but today it
was confirmed.
• Legacy PLA campaigns will be forced to
migrate (“automatically upgraded”) by
August 2014.
• bit.ly/ShoppingMigration
@john_a_lee
#clzny

28. THANK YOU!
• Have questions?
• Twitter: @john_a_lee
• Email: john@clixmarketing.com
• Web: www.clixmarketing.com
@john_a_lee
#clzny