PPC Chat Streamcap – PPC Betas & More

This week Matt Umbro (@Matt_Umbro) came up with yet another great question set titled “PPC Betas & More.” The following is the transcribed Streamcap from the live chat:

Q1: How do you find out about new PPC betas and subsequently, how do you go about getting whitelisted?

  • I Typically wait for a Clix, Seer or Hero to hint at them then I go ask a rep. – James Svoboda (@Realicity)
  • Haven’t done many betas in my current job, but in previous would hear from PPCChatters then ask our rep to be added to it. – Melissa Mackey (@Mel66)
  • I’ve only found out about them by seeing them in the SERPs and asking a rep. Haven’t been whitelisted though. – Luke Alley (@LukeAlley)
  • We have issues & Google brings up a Beta. Most of the time they just share most Betas with us when they launch. – Lance Wilson (@crestonwave)
  • I hear them from a PPCChat and then speak to rep – Additionally, I’ll see ads in the wild. – Matt Umbro (@Matt_Umbro)
  • Half the time, social media, the other half our team let’s us know. I shoot an email asking to be in it & hope our reps get it done. – Michelle Morgan (@michellemsem)
  • I actually found out about Offer Extensions from @fmshovlin blog post at @SEERInteractive – I then emailed my rep! – Matt Umbro
  • My Adwords rep is usually good about letting us know of betas. If I hear or see them elsewhere, they will get us whitelisted. – Alma Smith (@Alma_Smith)
  • I know the search partner Beta is coming out soon, not sure If we are getting on the boat late for that one. – Lance Wilson
  • sometimes I share ideas wit Google reps and sometimes Google reps share their betas with me. – Bart Schuijt (@BartSchuijt)

Q2: How do go about presenting betas to clients?

  • I usually test it on a client who gives us the green light before any other clients as to not bog many down with little details. – James Svoboda
  • “Hey, this seems like fun and it’ll probably be free for a few months. Wanna try?” “Sure!” – Aaron Levy (@bigalittlea)
  • I walk and tell my boss we’re in a beta. He gives me a high five. And that’s the end of it. – Michelle Morgan
  • I tell clients why I think a beta(s) is worth testing and for the most part they agree to the test. – Matt Umbro
  • Convo goes like this – Me: Beta’s typically prove to give a competitive PPC advantage, and… Client cuts me off: OK, do it. – James Svoboda
  • Q2 follow-up, do clients ever give pushback for trying betas? – Matt Umbro
    • Not yet. – James Svoboda
    • No, because I’ll kill the test before it goes south enough for them to push back. – Melissa Mackey
    • Not really pushback, just the occasional “we aren’t prepped on the back end” type of thing. – Aaron Levy

Q3: For those with Google teams or reps, how beneficial and/or prohibitive is your team for trying betas?

  • They’re crazy helpful. I don’t know if I’ve actually filled out “paper” work for a beta. I think they’ve always done it. – Michelle Morgan
  • I’ve been very impressed with my Google team so far…been able to get our accounts whitelisted for some cool betas. – Matt Umbro
  • There are SO many betas out there that some reps just don’t know about them. We have to be proactive to learn about some. – Aaron Levy
  • Too be honest, the best part about an agency team is the ability to get whitelisted for betas. – Matt Umbro
  • I wish we had an agency rep like the good old days. Some clients have no reps at all. – Melissa Mackey

Q4: Does Google run too many betas at one time? Why or why not?

  • I think they have a manageable amount. Most of the time, enough to make everyone happy. You have to chose which is best for you. Which will turn out the biggest benefit if you have it before other people do. Make a decision based on that. – Michelle Morgan
  • Probably. I’d like to see them spend resources fine tuning older ones like Site Links instead of launching new ones. – James Svoboda
  • Probably. The reps don’t even know everything that’s out there. I do like all of the possibilities, though. – Sean Quadlin (@SeanQuadlin)
  • Google may run a few at a time, but I’m glad they take the initiative to keep trying new ideas. – Matt Umbro
  • It all depends. I feel that in one month I’ll hear of 2-3 new beta’s and then go a couple months without hearing anything. – Brian Gaspar (@BGaspar)
  • Can argue either way. Yes: Even they can’t keep track of em all. No: Always innovate and give us new toys and stuff! – Aaron Levy
  • The more testing / Betas the better as far as I’m concerned. – Andrew Baker (@AndrewBaker72)
  • You can never explore too much ideas, hence there can be not such a thing as “too much betas”. However, you should consider whether a beta is relevant to a client’s business or not.  – Bart Schuijt
  • I will say, the constant betas and updates happening in PPC (for better or worse) do make our jobs very interesting! – Matt Umbro

Q5: Historically, which betas (when they were betas) did you see good results from? Poor results?

  • Sitelinks – Francis Shovlin (@fmshovlin)
  • Typically good Betas are the same ones that they end up releasing to the public. +Modified +Broad +Match was my favorite. – James Svoboda
  • Sitelinks (ugh I’ve been here too long) & call metrics. – Aaron Levy
  • Enhanced CPC was really doing well during the beta period. – Bart Schuijt
  • With Dynamic Search Ads I’ve seen some good results in terms of additional revenue, however the CPA’s are a bit higher. – Brian Gaspar
  • Display Campaign Optimizer is amazeballs. Works really well. There are also two that I’m in right now that are pretty awesome. – Michelle Morgan
  • The offers extensions worked well too, but the client is not qualified anymore. – Francis Shovlin
  • Another good option are PLA’s. Great way to gain add exposure for existing efforts while determining new areas to expand to. – Brian Gaspar
  • Remarketing was a great beta when it first came out. Not a beta, but the new mobile app extension is cool. – Matt Umbro

Q6: If you were a Google AdWords engineer, what beta would you test?

  • Multi-Variant Phrase Match. The keyword beta that lets “Chicago Pizza Restaurant” match “Pizza Restaurant Chicago” – James Svoboda
  • I’m interested in the breadcrumb trial beta option. – Brian Gaspar
  • Conversion Metrics linked to Different Attribution Models. – Andrew Baker
  • I’d like to see attribution data in the interface. As much detail as we could get for display + search, etc. – Melissa Mackey
  • Maybe campaign-specific conversion codes. – Aaron Levy
  • From a 3rd party tech perspective yes. Clients want to use the beta but it’s not on the api. Adwords api betas pls. – Matt Whitehead (@maffyu)
  • Also, Event “conversions” in AdWords so we can measure Engagements separate from Conversions. – James Svoboda

Resources

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About the Streamcap Creationist

This is a guest post by Paul Kragthorpe; WebRanking SEM Manager in Minneapolis, Minnesota, #PPCChat Streamcap Grabber, SEO Blog Author. Connect with me @PaulKragthorpe, and Google Plus.

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