4. Google Confidential and Proprietary
What is the basic functionality of this product?
4
Broad Match Modifier
Broad Match
Broad Match Modifier
More
Control
More
Volume
Phrase Match
Exact Match
“floors”
+floors - floor, flooring
5. Google Confidential and Proprietary
* A plus sign (+) directly before a word* in a broad match
keyword.
* Each word preceded by a + must appear in the query exactly
or as a close variant**. Synonyms do not trigger a match.
What Is The Broad Match Modifier?
5
*Be sure there are no spaces between the + and modified words, but do leave spaces between words.
** Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like
“floor” and “flooring”). Synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”) aren't
considered close variants.
*
A new AdWords match feature that lets you create keywords
with greater reach than phrase match and more control
than broad match.
6. Google Confidential and Proprietary
Proper Implementation
6
Correct: +womens shoes
Correct: +womens +formal +shoes
Incorrect: +womens+formal+shoes
Incorrect: + womens + formal + shoes
Put a plus sign (+) directly before one or more words* in a broad match
keyword.
*Be sure there are no spaces between the + and modified words, but do leave spaces between words.
** Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor” and “flooring”). Synonyms (like “quick” and “fast”) and
related searches (like “flowers” and “tulips”) aren't considered close variants.
*** In right to left languages, including Arabic and Hebrew, the plus sign is placed at the start of the word (on the right side). Correct example: מלון+ירושלים+). In languages
such as Chinese, Thai and Japanese, a space must come before a plus sign for the broad match modifier to be interpreted and applied correctly.
Should be space
between words
Do not leave space
between + and
modified word
Womens has modified match behavior,
while shoes matches broadly.
Each word will have modified broad
match behavior.
8. Google Confidential and Proprietary
Match Behavior Comparison
8
Phrase &
Exact Match
+ Modified
Words
Broad
Match
Misspellings and
spelling variations
No Yes Yes
Singular / plural No Yes Yes
Stemmings (e.g.,
“floor/flooring”,
“Italy/Italian”)
No Yes Yes
Shortenings (abbrev.,
acronyms)
No Yes Yes
Word order
variations permitted
No Yes Yes
Synonyms and
related searches
No No Yes
Words in keyword
must be present in
the search term
Yes Yes No
In some languages, certain matching features may not be applicable.
9. Google Confidential and Proprietary
BMM is Most Valuable in Campaigns Mainly Using
Phrase and Exact Match
9
% of Current Traffic / Spend in Broad Match
%
Gain
From
Adding
BMM
Keywords
Fully*
*This means adding BMM variants of existing keywords alongside existing keywords - it does NOT mean switching existing broad match keywords to modified broad. Actual
results can vary depending upon implementation specifics,like bid strategy, volume of keywords, use of negatives, etc,
High Potential
Limited Potential
10. Google Confidential and Proprietary
How does this product fit into the Sales
Framework?
Marketing Objective: Online Conversions
4
Broad Match Modifier
Implement BMM
keywords into account
with mostly Exact &
Phrase keywords
20%
Increase in Clicks & Conversions
12. Google Confidential and Proprietary
The Search Funnel: Paths To
Conversion
Before converting, users do
multiple searches and are
exposed to many of your
AdWords ads and keywords
Conversions
What impressions and
clicks led to conversions?
13. Google Confidential and Proprietary
13
What is Search Funnel Data?
Last-
Converting
Clicks
Last Clicks
that Precede Conversions
Assist Clicks &
Impressions
that Precede Conversions
With Search
Funnel
Data: More
Insight
Now: Only Scratching
the Surface
14. Google Confidential and Proprietary
Sample Search Funnel Path – JetWithUs.com
Assist Conversions occur.
Let’s work backwards from conversion.
3/11/09
'Air hotel packages'
3/17/09
'JetWithUs.com flights'
3/24/09
'Hotel flight'
'Soho New York
hotels'
3/26/09
'JetWithUs'
Search Funnel: keywords and dates of search
Conversion
16. Google Confidential and Proprietary
How It Works
16
• The Search Funnel reports gather data using the AdWords
Conversion Tracking cookie (not Doubleclick)
• For all reports, a conversion path is defined as 30 days
walking back from the time of conversion. For now, this date
range is not customizable.
• The Search Funnel reports just 'count backwards' farther in the
search funnel after the conversion is completed. The current
AdWords Conversion Tracking reports only include last
clicks, not assist clicks/impressions.
• There has to have been at least one click and conversion to
set the cookie and populate reports.
17. Google Confidential and Proprietary
Search Funnel FAQs
17
Q: Will report include imported GA goals?
A: Yes.
Q: Will report include AdWords for Search and AdWords for Content?
A: No, google.com only
Q: Will report include search queries?
A: No, just keywords that triggered ads.
21. Google Confidential and Proprietary
Total Internet Spending in the Last 6 Months
Under
$50
$5k -
$7.5k
$7.5k
– $10k
$10k
+
None
$500
-
$1000
$200 -
$500
$100 -
$200
$50 -
$100
$1k -
$2.5k
$2.5 -
$5k
* % of active mobile users who spent money in one of the “amount spent” categories
* Index: Higher = population more likely to use their phones to access mobile content
Source: comScore, Google commissioned study, October 2009
Most Active Mobile Users are Big Spenders
23. Google Confidential and Proprietary
High End Mobile Device Ad Options (Search)
23
High-End
Ad Text
(character
max)
Headline (25)
2 Description lines (35)
Display URL (35)
Landing Page Both WAP & HTML
Tracking
1st and 3rd Party Click
URLs. No 3PAS
Conversion
Tracking
Yes – Accepts Cookies
Analytics
Tracking
Yes – Accepts Java
Script
Display Ads
Yes – Both MGCN and
GCN
Geotargeting
Yes, based on GPS,
wireless gateways and
Search Query
Click-to-call Yes
Flash No
24. Google Confidential and Proprietary
High End Mobile Device Ad Options (Display)
24
Display Mobile Ads (Text and Image) on:
•Optimized Mobile Sites on our Google Mobile Content Network
•Google Apps Network (AFMA) for both iPhone and Android
•Desktop Sites Viewed Via High End Device
Targeting /Pricing Options
•Bid via CPC or CPM for all Display ads
•Placement, Contextually and Enhanced Targeting
•Carrier, Platform and Geo-Targeting
Mobile Image Ad Sizes/Specs
•300x50
•250x250
•200x200
•300x250
Text ads Specs
-3 lines: (25 characters, 35 characters, 35 characters)
-Display URL 35 characters
•All Image Ad Units are 50k Max
•GIF, JPG or PNG - No Flash
•Animation: Yes
•Geo-Target capable
•No 3PAS
25. Google Confidential and Proprietary
WAP Device Ad Options (Search and Display)
25
Search Display
Ad Specs
Headline (18)
Description line
(18)
Display URL (21)
6:1 Aspect Ratio
300 x 50, less than 7.5k
216 x 36, less than 4.5k
168 x 28, less than 3k
4:1 Aspect Ratio
300 x 75, less than 7.5k
216 x 54, less than 4.5k
168 x 42, less than 3k
Landing
Page
WAP, but can render HTML
Tracking 1st Party Click URLs. only No 3PAS
Conversion
Tracking
Yes – Google Conversion Tracking
Analytics
Tracking
No
Display Ads N/A
Yes, in WAP Content
Network
Geo
targeting
Yes- Country Targeting Only
Click-to-call Yes No
Click-to-call
Yes – Verizon, ATT, T-Mobile, Sprint, Nextel,
Metro PCS and Cricket Communications
26. Google Confidential and Proprietary
Why do mobile specific campaigns have better
mobile performance?
Separate campaigns perform better because advertisers are able to:
• Bid separately on mobile: On mobile you are competing to have your ad serve
on 5 ad spots available vs. 11 on desktop. The top 2 ad spots on mobile receive
95% of clicks so it is important to bid aggressively to ensure your ads are
competitive and appear prominently.
• Have mobile specific creatives: You can create mobile specific ad copy such
as “Receive a quote on your phone” or “Book a vacation on your Android”
• Better optimize campaign: Through better visibility and more granular controls
you can focus on keywords and creatives that have the best performance on
mobile
• Set specific mobile daily budgets: Budgets are set at the campaign level and
require separate budgets
27. Google Confidential and Proprietary
Separate mobile campaigns see significantly better mobile
performance than hybrid (desktop + mobile) campaigns
Separating out mobile campaigns from desktop drives
significant performance gains - from more granular control
of bids, budgets, keywords and landing pages
28. Google Confidential and Proprietary
How it changes the optimization game in your favor
AdWords Campaign Experiments
28
29. Google Confidential and Proprietary
ACE: A free tool to test and precisely measure the
impact of changes to your AdWords campaigns
30. Google Confidential and Proprietary
Adjust Budget Split To Control Risk
Current
Setup
80%
Aggressive
Setup
20%
Budget Split
What if we got really
aggressive?
Higher bids, generic
keywords…
31. Google Confidential and Proprietary
ACE Changes The Optimization Game
31
More information at: http://adwords.blogspot.com/2010/08/adwords-campaign-experiments-full-us.html
The problem: Things change!
July 1 August 1
• Other sales/marketing
• Competitors
• Customer demand
fluctuations
• Weather
• Macroeconomic factors
We don’t know how much other
factors account for differences
in observed performance.
Campaign Setup B
1100 clicks
$9.50 CPA
Campaign Setup A
1000 clicks
$10 CPA
The solution: Split testing
CampaignSetup A
(control)
450 conversions
$10 CPA
CampaignSetup B
(experiment)
540 conversions
$9 CPA
50%
budget
50%
budget
July 1
Other factors
affect
experiment
and control
equally.
Clear winner!
20% more
volume
10% better
CPA
32. Google Confidential and Proprietary
How to run an experiment
32
1 Specify experiment settings
2 Make experimental changes
3 Monitor and evaluate your experiment
4 Accept or discard experimental changes
33. Google Confidential and Proprietary
Step 1: Specify experiment settings
33
• Click the Settings tab in the desired campaign.
• Scroll down to Advanced settings.
Click the plus sign to expand.
+ExperimentBETA
34. Google Confidential and Proprietary
Step 1: Specify experiment settings
34
• Click the + Specify experiment settings button
1. Enter a name for the
experiment.
3. Set desired start and end
dates or start manually.
2. Choose the desired traffic
split between control and
experiment.
35. Google Confidential and Proprietary
Step 2: Make experimental changes
35
1. Click Add Keywords
and enter keywords
as normal.
Example: Adding new keywords to the experimental split.
2. Click Add as experiment
only keywords.
3. Click Save.
36. Google Confidential and Proprietary
Keywords added to the experiment are marked by the beaker icon.
To add new ad groups to the experiment or control campaign, go to the Ad groups
tab and click Create ad group.
Step 2: Make experimental changes
Keyword in both control and
experiment campaign.
Keyword in experiment split
only.
36
37. Google Confidential and Proprietary
Step 2: Make experimental changes
37
• Use a segmented view to adjust bids and compare results.
• Click Segment ▼ then Experiment.
38. Google Confidential and Proprietary
Step 2: Make experimental changes
38
To make adgroup bid changes, follow the same procedure from the Ad Groups tab.
Example: Bid change on an experimental keyword.
$0.95
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.93
$0.93 $1.20
$0.93
$0.93
$0.93
$0.93
$0.93.
1. In the experiment row, click the bid you want to adjust.
2. Add or subtract a percentage from the control bid to set the
experimental bid.
39. Google Confidential and Proprietary
Step 2: Make experimental changes
Example: Making a keyword to run only in the control split.
Click the
split you
want the
keyword to
run in.
39
40. Google Confidential and Proprietary
Step 3: Evaluate results
Arrows indicate whether experimental values differ from control values.
More arrows means greater confidence that differences are due to your changes.
1 A statistically significant difference is unlikely to have occurred by chance. More up arrows adjacent to a metric means
greater certainty that a difference between the control and experimental campaign is the result of deliberate changes you’ve
made rather than random chance.
Probability that
experiment and
control groups
are different
99.9%
99%
95%
<95%
40
$233.64
$0.00
$0.92
$0.92
$0.92
$0.00
$0.00
$0.00
$35.53
$0.00
$11.25
$24.27 $0.61
$0.00
$0.00
$0.00
$0.00
$0.54
$0.00
$0.43
$0.50
$1.10
5.71%
8249
471
1.6
2.1
1.8
4.29%
6.34%
5.34%
1237
606
631
66
26
40
The experiment metric is
greater than the control
(99.9+% probability).
The experiment metric is
greater than the control
(95% probability).
No statistically significant difference
between experiment and control
(<95% probability of a difference).
41. Google Confidential and Proprietary
Step 4: Accept or delete changes
Keep or discard experimental changes with a single click.
To apply all experimental
changes, click here.
To discard experimental
changes, click here.
41
42. Google Confidential and Proprietary
What should you ACE?
Search
• Bids
• Keywords
• Generic keywords
• Brand keywords
• Broader match types
• Narrower match
types
• Ad group restructuring
Google Display Network
• Bids
• Keywords
• Placements
• Remarketing
43. Google Confidential and Proprietary
Stop guessing: Know and compare the precise impact of changes
Go ahead, jump: Limit risk of testing major changes
Optimize more often: Run more tests through the year
44. Google Confidential and Proprietary
1. Location Extensions
2. Ad Sitelinks
3. Product Extensions
Ad Extensions
46. Google Confidential and Proprietary
46
Help consumers connect
with your business
(for business owners)
• Conveniently control and
manage your business
listing info, including:
– Addresses
– Phone numbers
– Hours of operation
– Website
• Provide printable coupons
• Bulk upload functionality
Local Business Center
47. Google Confidential and Proprietary
Location Extensions Basics
• Transform your text ads into local ads
• Dynamically associate your ads with relevant business
addresses
• Ads show with addresses on Google.com and Google Maps, and
without addresses on the Search and Content Networks.
48. Google Confidential and Proprietary
Location Extensions Appearance
Address appears
as the 5th line of ad text
Location extension on Google
Location extension ad on Google Maps
Image or icon can appear with ad
49. Google Confidential and Proprietary
Customized
ad icon
Location
extensions ads
Local listings
Location Extensions – Now on Mobile
51. Google Confidential and Proprietary 51
What is Ad Sitelinks?
Ad Sitelinks is a new feature of AdWords that allows you to extend the value
of your existing AdWords ads by providing additional links to deep
content within your sites.
Examples of Ad Sitelinks format:
52. Google Confidential and Proprietary 52
Increase your profitability
By giving users more specific landing page options, you get more
highly qualified traffic and increase your overall conversion rate.
Ad Creative Landing Page
When landing pages are more narrowly targeted to a user’s current
interest they are less likely to get lost on your site and more likely to
turn into a sale.
53. Google Confidential and Proprietary 53
Getting started is easy
You can get started with Ad Sitelinks with just a few clicks. No need to
create new campaigns or ad groups, update your keywords or change
your ad text.
Visit the campaign settings
tab in your account and edit
the ‘Show additional links to
my site’ option under ‘Ad
extensions’
Specify up to 10 site links
in priority order
AdWords will
automatically display up to 4
of them when they are
relevant to a user’s search
query.
55. Google Confidential and Proprietary
Product Ads for online retailers
• Product Ads allow you to connect with the millions of users searching on
Google.com for the products you offer. With product ads, users can see the
exact products you offer before they even reach your site, which leads to
higher quality leads, better conversion rates, and higher ROI for your search
ads.
55
56. Google Confidential and Proprietary
Product Ads provide greater visibility
56
Extensions are
shown in an
expandable
plusbox under
text ads on both
the top and right
hand side of the
page
Listings are a
standalone
format and are
always shown
on the top right
hand side of the
page.
57. Google Confidential and Proprietary
Multiple formats to fit your needs
57
Format
Targeting
Bidding
Pricing
Format
Targeting
Bidding
Pricing
Keyword Targeting Product Targeting
CPA%*
CPC CPC
*CPA pricing available by invitation to a limited number of advertisers
• Product Ads offers both an extensions format that works with your existing
keyword-targeted text ads, and a new standalone listings format that requires
no keywords or ad text.
Extensions Listings
What is the basic functionality of this product?BMM is a new AdWords match feature that lets you create keywords with greater reach than phrase match and more control than broad match. How exactly does it do this?Keywords using the broad match modifier do match when the search contains CLOSE VARIANTS of the words you modify, but donot match synonyms or related searches.We define close variants to include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor” and “flooring”). This matching characteristic offers the potential for more volume than phrase match keywords.But because synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”) are excluded from matching, you get more precise matching control than with broad match - (and, notably, less traffic potential).The phrase match Floors, when using the modifier would allow for floor & flooring
Where clients are using few broad match queries is where we see the most opportunity. You should be focusing your attention on these accounts where gains can be achievedthrough growing impression share on high value searches. You can implement by adding BMM keywords with higher bids than existing broad keywords.The key point here is to pitch selectively. Only pitch to those high potential accounts identified on the SRP list and behave reactively with accounts of low potential for BMM.
Here you can see that Air hotel packages actually assisted – it was searched prior to the last click conversion.*Search Funnel is a confidential beta. Please keep these slides confidential, per the AdWords Terms and Conditions (all beta participants agree to keep beta confidential)
Here is a list of the reports that will be available for Search Funnel analysis. They are broken into 3 sections:1. Sources Analysis2. Interaction Analysis3. Time AnalysisWe’ll go into detail on each report.*Search Funnel is a confidential beta. Please keep these slides confidential, per the AdWords Terms and Conditions (all beta participants agree to keep beta confidential)
*Search Funnel is a confidential beta. Please keep these slides confidential, per the AdWords Terms and Conditions (all beta participants agree to keep beta confidential)
*Search Funnel is a confidential beta. Please keep these slides confidential, per the AdWords Terms and Conditions (all beta participants agree to keep beta confidential)
Notes for using this slide:
Notes for using this slide:
The problem: From July to August, things change!
Youmight allocate a smaller % to the experimental group depending upon the perceived riskiness of the experiment.Notifications are not yet automatic when experiments start or end, so note the dates on your calendar.Also, you may reach desired levels of statistical significance well before the end of an experiment. It’s also possible that by the end of the scheduled experiment, you will not have reached high levels of statistical significance for specific metrics that you’re comparing between test and control.