My presentation from SES Chicago 2012 on Winning PPC Tactics.

1. What’s New in PPC? Melissa Mackey
gyro
Search Supervisor
A Checklist To Make Life Easier
Chicago | November 12–16

2. Leaders in B2B SEM
TOP 30 AGENCY
US
• Credentialed by every major search engine
• Active in promotion of thought leadership positions at conferences and within publications
• BMA BtoB Agency of the Year, 2012
• BtoB Top 30 Search Agency 2009, 2010, 2011
• The 2010 BMA B2 Award of Excellence – SEO (Natural Search) Program, Over 50 Keywords
• The 2011 BMA B2 Award of Excellence – PPC (Paid Search) Program, Over $1 Million
Chicago | November 12–16
2

3. Chicago | November 12–16, 2012 | #SESCHI
What’s New In PPC?
@Mel66

4. Chicago | November 12–16, 2012 | #SESCHI
Cut Through The Clutter
@Mel66

5. Chicago | November 12–16, 2012 | #SESCHI
2012: The Year of Mobile (Finally)
• Now is a good time to review your mobile and tablet
results
Uh Oh
@Mel66

6. Chicago | November 12–16, 2012 | #SESCHI
2012: The Year of Mobile (Finally)
• Consider separate campaigns with different
messaging
@Mel66

7. Chicago | November 12–16, 2012 | #SESCHI
2012: The Year of Mobile (Finally)
• Consider features unique to mobile campaigns (e.g.
click to call)
@Mel66

8. Chicago | November 12–16, 2012 | #SESCHI
2012: The Year of Mobile
(Finally)
• Separate campaigns will
help you manage things
like this:
@Mel66

9. Chicago | November 12–16, 2012 | #SESCHI
Other Mobile & Tablet Campaign
Considerations
• Sitelinks
• Dayparting
• Landing page/site
• Where do tablets belong?
@Mel66

10. Chicago | November 12–16, 2012 | #SESCHI
What’s New with Sitelinks
• Google’s New Policy
• Bing actually has them
@Mel66

11. Chicago | November 12–16, 2012 | #SESCHI
Sitelinks: Google’s New Policy
• Use it to your advantage!
• Add as many sitelinks as you can
• But maintain relevance
@Mel66

12. Chicago | November 12–16, 2012 | #SESCHI
Sitelinks on Bing
• Bing actually has sitelinks now
@Mel66

13. Chicago | November 12–16, 2012 | #SESCHI
Sitelinks on Bing
• But performance is lackluster (so far)
@Mel66

14. Chicago | November 12–16, 2012 | #SESCHI
Updated Ad Rotation Options
• Can now
rotate
evenly in
Bing
• at the ad
group
level!
@Mel66

15. Chicago | November 12–16, 2012 | #SESCHI
New Ad Rotation Options for Google
• In response to outcry from the PPC community
@Mel66

16. Chicago | November 12–16, 2012 | #SESCHI
New Ad Rotation Options for Google
• Align your rotation options with campaign
goals, not with Google’s profits
@Mel66

17. Chicago | November 12–16, 2012 | #SESCHI
New Ad Rotation Options for Google
• Be aware of Google policy changes regarding rotation
• New ad rotation default when using Conversion Optimizer or Enhanced CPC.
When you first activate Conversion Optimizer or Enhanced CPC in a
campaign, your ad rotation setting will change to “Optimize for conversions” by
default. We recommend this setting to get the most conversions, but you’re
free to change to a different option.
• Eligible campaigns will switch to “Optimize for conversions.” As we announced
last December, all campaigns using Conversion Optimizer or Enhanced CPC
which are set to use “Optimize for clicks” will be switched to “Optimize for
conversions.” You can opt out of this update via this form up until November
9th, but you may miss out on getting more conversions by doing so.
• “Rotate evenly” change for campaigns using Conversion Optimizer or Enhanced
CPC. As we announced earlier this month, campaigns set to “Rotate evenly”
automatically begin to optimize for clicks when ads in an ad group are
unchanged for 90 days. Similarly, when using Conversion Optimizer or
Enhanced CPC, campaigns set to “Rotate evenly” will automatically begin to
optimize for conversions when ads in an ad group are unchanged after 90 days.
@Mel66

18. Chicago | November 12–16, 2012 | #SESCHI
Google Analytics Data Import to Adwords
• View your GA data right in the Adwords
interface
@Mel66

19. Chicago | November 12–16, 2012 | #SESCHI
Google Analytics Data Import to Adwords
• But make sure it’s actionable!
@Mel66

20. Chicago | November 12–16, 2012 | #SESCHI
Bing Ads: A Bunch Of New Stuff
@Mel66

21. Chicago | November 12–16, 2012 | #SESCHI
Bing Ads: A Bunch Of New Stuff
• Geotargeting by DMA
@Mel66

22. Chicago | November 12–16, 2012 | #SESCHI
Bing Ads: A Bunch Of New Stuff
• Keyword level URLs (update all your param1 to keyword
destination URLs)
@Mel66

23. Chicago | November 12–16, 2012 | #SESCHI
Bing Ads: A Bunch Of New Stuff
• Import from Adwords (in online UI and Bing Editor)
@Mel66

24. Chicago | November 12–16, 2012 | #SESCHI
Bing Ads: A Bunch Of New Stuff
• Bing Ads Intelligence (Excel plugin, unique keyword research
features)
@Mel66

25. Chicago | November 12–16, 2012 | #SESCHI
Bing Ads: A Bunch Of New Stuff
• Editorial exceptions (right in the UI, with reasons for decline –
EXCEPT for declined sitelinks!)
@Mel66

26. Chicago | November 12–16, 2012 | #SESCHI
The Checklist
Mobile:
Review mobile & tablet results; compare to desktop
Consider separate mobile and/or tablet campaigns with different messaging
Consider features unique to mobile campaigns (e.g. click to call)
Review placements by device to avoid fails
Remember to consider:
 Sitelinks
 Dayparting
 Landing page/site
 Tablets – separate campaign, or include with desktop?
Sitelinks
Add as many unique sitelinks to your Google campaigns as you can
 But maintain relevancy to each ad group in the campaign
Start using Bing sitelinks
 But keep an eye on performance & tweak if needed
Ad rotation options
Update Bing ad rotation options to match your goals/strategy
Check your Google rotation settings – make sure you’re using the right one for your
goals/strategy
Google Analytics Data Import to Adwords
What decisions will you make based on this data?
Use GA to supplement Adwords data (not supplant it)
New Bing Features – are these right for you?
Geotargeting by DMA
Keyword level URLs
Import from Adwords
Bing Ads Intelligence
Editorial exception requests
@Mel66

27. mackey
Melissa Mackey
Melissa.Mackey@gyro.com
@Mel66
Chicago | November 12–16
27