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.

1. November 14, 2013
Digital East: Digital Ad Strategies
Andrew Delamarter
Director of Search and Inbound
@ADNYCE
Geeking out on new AdWords search tactics
hugeinc.com
info@hugeinc.com
45 Main St. #220 Brooklyn, NY 11201
+1 718 625 4843

2. Huge.
We help transform brands
and grow businesses.

3. How we’re structured.
Founded in 1999
Full-service digital agency
700 employees
London.
Portland.
San Francisco.
Los Angeles.
Brooklyn.
Washington, DC.
Atlanta.
Rio de Janeiro.
Barcelona.

4. Full-service digital capabilities.
Research & analytics.
Creative.
Studio.
• Focus Groups & Surveys
• Ethnography & Usability Studies
• Social Listening & Trends
Spotting
• Website, Social and Campaign
Analytics
•
•
•
•
•
•
•
•
•
•
Visual
Motion
Digital Branding
Campaign Development
Mobile, Emerging & In-Store
Digital
Copywriting & Editorial
Photography
Video creation and production
Animation & Illustration
Production
Media.
Strategy & planning.
Technology.
• Brand Planning & Marketing
• Product Strategy & Business
Consulting
• Communications Planning
• Search Strategy (SEO, SEM)
• Discipline Specialists
(e.g., CRM, mobile)
• Technical Leadership /
Architecture
• User Interface Development
• Mobile & Emerging Platforms
• Social Platforms
• Rapid & Enterprise Development
• Quality Assurance & Deployment
User experience.
Social engagement.
•
•
•
•
•
•
•
•
Content Strategy
Information Architecture
Interaction Design
Mobile Experience
Social Strategy
Social Media Management
Blogger & Influencer Outreach
Social Media Campaigns
• Media Planning
• Media Buying
• Campaign Management,
Optimization & Analysis
• Media Partnership Development
Program management.
• Project Management
• Planning & Roadmap
Development
• Resource Management
• Risk Mitigation

5. 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.

6. Agenda:
1. New AdWords tools.
2. Cool ways to use them.

7. New(ish) toys in
AdWords.

8. Location extensions.

9. Location extensions.

10. Click to call.

11. Receive
module
on
Facebook

13. Sitelinks extensions.

14. Sitelinks extensions.

15. Product listing ads.

16. Product Listing Ads.

17. Social extensions (G+).

19. App download extensions.

20. Receive
module
on
Facebook

21. Reviews extensions.

22. ?

23. AdWords
geekery.

24. Use Sitelinks for offers.
$20 off on
$200
purchase
offer.

25. Use Sitelinks to boost conversion on
high-volume generic terms.
Separate
‘Auto’
From
‘Home’
prospects

26. Site Location extensions to qualify
clicks.
• Great for geotargeting
keywords
outside of your
core area.
• Make sure
users see
where you are
before they
click

27. Feed-driven PLAs becoming
dominant PPC retail tactic.
Source: RKG Q3 DMR

28. PLA strategy.
• 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.

29. Use a custom number for call
extensions.

30. Receive
module
on
Facebook
One number for AdWords

31. Receive
module
on
Facebook
And another on the Web site.

32. For better conversion tracking
use JavaScript to show a
tracking number to AdWords
referrals.
Put semantic markup on the ‘real’
phone number and address.

33. G+

34. Avoid G+ page confusion.
• Verification
process
creates
duplicates.
• Google
Places > G+
Local not a
smooth
transition.
Good luck getting social extensions added!

35. G+ heartache reduction strategy.
• 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.

36. “Enhanced
campaigns”

37. Boost bar, restaurant keywords at
dinner time on mobile devices.

38. Create ‘emergency’ ad groups
targeted to mobile devices with a
high bid multiplier.

39. @ADNYC
hugeinc.com
info@hugeinc.com
45 Main St. #220 Brooklyn, NY 11201
+1 718 625 4843