Join Optmyzr’s Fred Vallaeys and Hanapin’s Matt Umbro as they take you down the path of all the new and improved features that AdWords has rolled out…and what could be coming next!

1. 1
www.dublindesign.com
New AdWords Updates
to Finish the Year
Strong
HOSTED BY:

2. Presenters
• Fred Vallaeys
– CEO at Optmyzr
– @siliconvallaeys
• Matt Umbro
– Associate Director of Search at Hanapin Marketing
– PPC Hero Blogger
– @Matt_Umbro

3. – Run the world’s most popular PPC blog
and conference.
– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a
250% increase in their growth trajectory.
Who is Hanapin?

4. Our Clients

5. Join the conversation
• Include the hashtag #thinkppc in
your Twitter tweets.
Or use the webinar question box to
send us questions.

7. Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

8. Fred’s Agenda
• What happened with the May announcements
• New features for Shopping Ads
• The New AdWords interface

9. #thinkppc
What Happened With
Google Marketing Next
Announcements

10. Custom In-Market Audiences
Why this is exciting:
Define queries that you think define
your in-market segment
When is it coming:
At the Premier Partners event held
September 28th, Google said this would
start to become available next month.

11. Life Event Targeting
Why this is exciting:
Build awareness about your offer,
and target it to the most relevant
audience
1. College Graduation
2. Marriage
3. Moving
When this will be available:
• YouTube since August
• Gmail ads since September

12. Artificial Intelligence for Optimizations

13. Use a Tool With Even Rotation
When running ads
on even rotation,
don’t forget to
prune your losers
and start new tests

14. Data Driven Attribution
Data driven requires a
lot of data at the
conversion action level:
> 15,000 clicks
> 600 conversions
within 30 days

15. As AdWords
becomes more
automated,
what is our role
in PPC?
As AdWords
becomes more
automated,
what is our role
in PPC?

16. Accelerated Mobile Pages (AMP)
In retail, every extra second of load time reduces
conversions up to 20%
● Think in terms of 1 second
AMP ads on the display network (these load 5 seconds
faster, increasing chance of being seen and being
interacted with)
Speed is part of ranking and pricing

17. Historical Quality Score Now in AdWords

18. Landing Page Tab
AdWords is now
drawing attention to
a critical component
of success: the
landing page

19. Easier to Find Winners

20. Find Optimization Opportunities

21. #thinkppc
New AdWords Features for
Shopping Ads

22. Price Benchmarks
Lowest price is
a big driver of
shopping ad
clicks.

23. ★ Size 10 blue sneaker from Reebok
Biddable Product Group
★ Size 11 black sneaker from Nike
Biddable Product Group
★ Size 10 red sneaker from Adidas
Biddable Product Group
★ Size 9 red sneaker from Nike
Biddable Product Group
GRIP Structure
GRIP: Groups of individual products

24. What Size Sells Best

25. Size 10:
Reduce bids
★ Size 10 blue sneaker from Reebok
Biddable Product Group
★ Size 11 black sneaker from Nike
Biddable Product Group
★ Size 10 red sneaker from Adidas
Biddable Product Group
★ Size 9 red sneaker from Nike
Biddable Product Group
Insights by ‘Size’ Attribute

26. Red
★ Size 10 blue sneaker from Reebok
Biddable Product Group
★ Size 11 black sneaker from Nike
Biddable Product Group
★ Size 10 red sneaker from Adidas
Biddable Product Group
★ Size 9 red sneaker from Nike
Biddable Product Group
Insights by ‘Color’ Attribute

27. ★ Size 10 red sneaker from Adidas
★ Size 10 blue sneaker from Reebok
★ Size 9 red sneaker from Nike
★ Size 11 black sneaker from Nike
Biddable Product Group
No GRIP Structure
We must bid the
same for all sneakers,
regardless of size,
color, etc.

28. What About Insights By Price Range?
Say you wanted
to find the best
performing price
range and
change bids...

29. Create a Supplemental Feed

30. Connect to the Main Feed
Set data in
supplemental feed Create a feed rule

31. #thinkppc
AdWords “New”
Features to Try

32. Reporting
Lightweight reporting
with dashboards
Alternatives:
• Data Studio
• Cross platform tools

33. N-Grams: Words

34. Opportunities
Quick wins for your
account

35. Google tries to make 3 parties happy(ish)...
… but you only care about one: advertisers!
The Problem With AdWords (if you’re an advertiser)
Publishers
Users
Advertisers
A
U
G

36. The Problem with Specificity: Advertisers hate when broad match shows their ad
on a generic query whereas users actually like this. So what does Google do?
Is that really a problem?

37. #thinkppc
Ads & Extensions

38. Ads & Extensions
Write an ad and see how it looks
with your extensions

39. Ads & Extensions
Callouts
Location
Structured
Snippets
Updates to call-only
ads

40. Ads & Extensions
Sitelinks as a list

41. Ads & Extensions
Swipeable sitelinks and in-line callouts and structured snippets

42. Ads & Extensions
Promotion extensions - only available in the new interface

43. Ads & Extensions
Price extensions - utilize on desktop

44. Ads & Extensions
Price extensions - utilize on desktop

45. Ads & Extensions
Showcase
Shopping Ads

46. #thinkppc
Miscellaneous

47. Call Bid Adjustments
Adjust bids so call
extensions show more
or less

48. Audience Targeting
Visual demographic data views

49. Audience Targeting
Household income targeting

50. AdWords Editor 12.1
• Expanded Dynamic Search Ads
• Showcase Shopping Ads
• Universal App Campaigns include “In-app actions” goal
• First position bidding
• Keyword display tools
• Bonus - Custom rules

51. Ad Suggestions

52. Offers!
A. I’d like Optmyzr’s offer of a free 1:1 demo with
Fred
B. Get an account analysis by the experts at
Hanapin (For accounts spending 15k+/month)
C. I’d like both
D. No Thanks!

53. Live Q&A Time!

54. #thinkppc
Thank you for attending our webinar!
#thinkppc
Contact Hanapin Directly: marketing@hanapinmarketing.com
Contact Optmyzr Directly: frederick@optmyzr.com
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf