Presentation given at the America Outdoors Association conference, Dec. 5, 2012. Daytona Beach, FL.

1. Advanced PPC
America Outdoors 2012
Elizabeth Marsten
@ebkendo
elizabeth@portent.com

2. Ask me anything

3. Agenda:
 Extension Ads
 Advanced Bidding
 GeoTargeting
 Display & Content
 Remarketing
 Product Listing Ads
 Offline Editors
 Beyond Google/Bing

4. Extension Ads

5. SITELINKS
CALL
LOCATION
SOCIAL
MOBILE APPS
PRODUCT
DYNAMIC SEARCH

6. Sitelinks

7. Call

8. Location

9. Social

10. Mobile Apps

11. Product

12. Dynamic Search

13. Combinations

14. Advanced Bidding

15. CPA
ENHANCED
INCREMENTAL
AUTOMATED RULES

16. CPA /Conversion Optimizer

17. Enhanced CPC

18. Enhanced CPC
• You have conversion tracking enabled.
• Have a consistent (steady stream) of
conversions coming in every day (At least
20).
• Don’t care what your CPC is.
• You’re CPA focused.
• You know what your target CPA is and it
doesn’t move up and down much.

19. Incremental Bidding
• AdWords: increase OR decrease your
max CPC by time of day or day of the
week at the campaign level.
• Bing: increase in increments of 10% at the
ad group or campaign level.

20. AdWords

21. Bing Ads

22. Automated Rules
• Use rules for keywords, ads, ad groups or
campaigns to raise or lower bids and budgets
when certain conditions are met.
• You choose the conditions. There are a LOT
to choose from.
• Choose how often the rules run.
• Preview the changes that the rule will make
when it runs.

23. Automated Rules

24. Geotargeting

25. AdWords

26. AdWords

27. Bing Ads

28. Display & Content

29. Display/Content

30. Display/Content

31. Syndicated Search Partner

32. Remarketing

33. LISTS
CUSTOM COMBINATIONS
USING GA

34. Remarketing on the Content Network
• Remarketing is available in the content network only and
applied at the ad group level.
• The display network setting needs to be for placements, not
keywords for maximum reach.
• The best set up is a new campaign for placements and an ad
group with no active placements in it.
• If you want to get the most out of it, have AdWords
Conversion Tracking enabled and running, it will import and
use some of the same tags.
• KNOW what/who you want to remarket to BEFORE you start
setting up. Strategy first, then implementation.

36. Remarketing- Custom Combinations
• Create layers

38. APPLYING REMARKETING:
• If you generated new tags, those will need to be placed
on the page(s) that you want visitors that hit to be re-
marketed to before the program can start working. They
should be implemented just like AdWords Conversion
tracking, insert the code snippet between the body tags.
–OR- Use Google Tag Manager.
• Bids can be set at different levels for different lists, so be
sure to assign the right value to each list by the users
you’re targeting. A visitor that abandoned a full cart is
more valuable than one that doesn’t add to the cart at all
and should be treated as a higher value visitor.

39. Product Listing
Ads

41. MERCHANT CENTER
BASE
SHOPPING
FROOGLE

42. Merchant Center Feed
•Do more than the required attributes
•Be descriptive, unique
•Watch character limits
•Use the AdWords attributes
•Consider the “freshness” factor
•Feeds have a sort of “quality score” too

43. Google Product Type vs. Product Type
Product Type = YOUR taxonomy

44. Categorization/Google Product Type

45. “All Products”

50. #WINNING IN PLAS

51. Bid On One Product

52. Layer Attributes

53. Removing Products
True = included in AdWords/PLAs
False = don’t include

54. Using Negative Keywords
PLAs don’t use search keywords, but you can use negative keywords
at the ad group and campaign level.

55. Ad Group Bid vs. Target Bid

56. Offline Editors

59. Beyond AdWords
& Bing

60. FACEBOOK
TWITTER
ADROLL
ADMARKETPLACE

61. Facebook Ads

64. Facebook Ads

65. Custom Audiences
• Need Power Editor (Google Chrome plugin)
• Only works in the account it’s “native” to
• Import email, phone or FB user IDs

66. Facebook Ads
• Send users to FB page or to a specific URL
• Headlines for ads going to FB pages can’t be edited
• Target and segment like CRAZY
• Change out images often (like 2-3 times per week)
• Watch the “reach” statistics, they’ll tell you when the ads are “tired”
• Do NOT run ads from your personal account
• Watch out for type of ad you choose vs. content being posted on page

67. Twitter Ads
• Not good for direct sales
• Good for events and freebies
• Cheap
• Not a lot of traffic yet
• Starts out “hot” and cools down fast
• Promoted tweet vs. promoted account
• $100 credits available

68. Twitter Ads

69. Twitter Ads

70. AdRoll Remarketing
• Remarket ALL over the web, beyond Google AdWords Display
• See which sites your ad displayed on
• Banner/image ads
• Need a privacy policy and specific text from AdRoll on your site
• Need to install a tracking pixel (“smart pixel”)
• $1k+ budget per month assigned a rep
• Location targeting is tricky
• Low cost
• Use the Live Chat help tool
• Can be frustrating to navigate at first
• Targeting people, not sites
• No frequency caps without a rep
• Need initial traffic to re-target to
• Partnered with Facebook Exchange

71. adMarketplace Display
• Display across their network
• Very cheap, minimum $5 per day budget
• More for traffic/clicks than conversions
• Can track conversions
• Self service center
• Can’t see which sites your ads showed on
• Text ads
• Search syndication

72. Elizabeth Marsten
@ebkendo
elizabeth@portent.com

73. Q&A