The deadline you’ve been waiting for – or dreading – has arrived. It’s July 22: Enhanced Campaigns D Day. If you previously followed the best practice of creating separate campaigns to target different devices and locations, you’ll need to make some changes TODAY. In this free Emergency Clinic, we’ll review the step-by-step changes you need to make NOW to be compatible with Enhanced Campaigns, avoid overbidding on devices, and take advantage of new features. We’ll review the plan of action for these 4 use cases: 1) Your campaigns target only desktop 2) Your campaigns target only mobile 3) Your campaign targets both (most popular) 4) Your campaigns are geo targeted However your account looks now, this emergency clinic will prepare you for the upgrade.

1. CONFIDENTIAL – DO NOT DISTRIBUTE 1
Emergency Clinic: Your Campaigns
Are “Enhanced,” Now What?!
Larry Kim
Founder & CTO, WordStream, Inc.
July 22, 2013

2. Today’s Agenda
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• 4 Most Common Upgrade Paths – Your Campaigns
Target:
– Your campaign targets all devices (most popular)
– Your campaigns are Geo Targeted
– Your campaigns target only desktop
– Your campaigns target only tablet and/or mobile
• AdWords Campaign Upgrade Center

3. Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #wordstream in your Twitter tweets,
Google+ status updates, etc.
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4. Speaker Introductions
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• Larry Kim
– Founder, CTO, WordStream, Inc.
– Been doing PPC & SEO for +10 Years!
– 5 Years ago, started WordStream!
– We’re the Provider of the AdWords Grader
and the 20 Minute PPC Work Week
– Voted #1 Top Influential PPC Experts in 2013
by PPCHero.com!

5. Let’s learn a little about you….
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6. Live-Poll Question 1
Question: What percentage of your campaigns have been
upgraded to AdWords Enhanced Campaigns? #wordstream
a) 1-25%
b) 26-50%
c) 51-75%
d) 76-100%
e) Haven’t Yet Started.
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7. Live-Poll Question 2
How Are Your PPC Campaigns Doing in the New Enhanced
Campaigns World? #wordstream
a) Amazing. Way better than before.
b) Terrible. Performance has tanked.
c) Too early to tell / Haven’t yet migrated to EC.
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8. Key EC Concept: Understanding User Context
• User Context
– Location
– Time
– Device
• Understanding
User Context =
Better ROI
• How is this
different?
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9. What You Get in Enhanced Campaigns
• New Bid Tools
– Day Parting
– Location Bidding
– Mobile Bidding
• Smarter Ads
– Ability to specify mobile preferred ads
– Schedule extensions
– Enhanced sitelinks
Manage your bids across location, time and device —all
within a single campaign!!
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10. Key Changes in Enhanced Campaigns
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1. Campaigns run across all devices
2. Tablet bidding strategies will be aligned with
desktop
3. Mobile bids will be adjusted at the campaign level
4. Mobile bids fully controlled by advertisers

11. AdWords Enhanced Campaigns
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• Migrating to Enhanced Campaigns Depends on
Your Current Campaign Structure
• We’ll Cover the Top 4 Most Common Upgrade
Paths!

12. 1. If Your Campaign Targets All Devices
• This path is well supported. Basically you just get a
ton of new features!
– Set a mobile bid adjustment
– Create mobile preferred ads and extensions
– Consider time of day bid adjustments
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13. Set Campaign/AdGroup Mobile Bid Adjustments
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14. How To Set Mobile Bid Adjustment Factor?
• Weighted Average CPC for Computers & Tablets = [(5,100*$0.11) +
(750+$0.17) ] / (5,100 + 750) = $0.117
• Mobile CPC = $0.08, which is -31.6%
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15. Write Mobile Preferred Ad
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16. Leverage Call Extensions
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17. New Phone Call Conversion Type
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18. Leverage Other Ad Extensions
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19. So Now, You Can Have Ads Like This!
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20. Consider Time Based Bid Management
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21. 2. If Your Campaigns are Geo Targeted
• No Longer Necessary To Create Separate
Campaigns for Each Location
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22. 3. If Your Campaigns Target Only Desktop
• You can set Mobile Bid Adjustment Factor to -100%
• No longer possible to separate tablets from desktop
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23. 4. If Your Campaigns Target only Tablet and/or
Mobile
• No longer supported.
• If you have duplicate campaigns (a mobile and
desktop campaign targeting same keywords) you’ll
need to merge them back together.
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24. The Google Upgrade Center
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25. Merging Campaigns
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26. Choosing Campaign Merging Settings
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27. Summary
• You should be upgrading your account, not Google!
• Beyond setting a mobile bid adjustment and
consolidating duplicated campaigns, remember to
leverage new features as much as possible
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28. WordStream PPC Advisor
SaaS platform connects to
existing AdWords or Bing
accounts
Alert driven. New alerts
generated every week.
“Make it so”
20 minutes a week equals
PPC success!
$299/$499/$999/mo
Premiere Support (monthly
check-ins)
Struggling with PPC? Let our software do all the work!
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29. Free Tools - AdWords Performance Grader
One of a kind, free performance
grader
Deep analysis in 8 key performance
areas
Compares businesses to industry
benchmarks
Provides actionable
recommendations
Biggest Insight: Big opportunities for
improvement
Provide your AdWords credentials
Instant Report Card – On Demand
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30. Special Offer
• Are you interested in a live demo to see how
WordStream's PPC Advisor can help optimize
your paid search campaigns?
– Yes!
– No thanks
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31. Your Questions
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Thank you for attending WordStream’s webinar on Enhanced
Campaigns in AdWords. #wordstream
Don’t forget to sign up for a Free Trial of WordStream:
http://www.wordstream.com/ppc-free-trial
Grade Your AdWords Account Today
http://www.wordstream.com/google-adwords
Or contact us directly:
Larry Kim
lkim@wordstream.com
http://twitter.com/larrykim
Sales line: 1-855-967-3787