Analyze The Newest Pay Per Click Features

This week Matt Umbro (@Matt_Umbro) came up with yet another great question set titled “Analyze The Newest Pay Per Click Features.” The following is the transcribed Streamcap from the live chat:

Q1: What are flexible bid strategies and why would you use them (or not use)?

  • Ability to choose bid strategy as far down as the keyword level (right?!). Haven’t used them yet though. – Luke Alley (@LukeAlley)
  • Flexible bid strategies are part of Enhanced Campaigns. I think they’re useful for Target CPA & Enhanced CPC. – Jonathan Levey (@jlevey)
  • Haven’t used yet either, but the fact it doesn’t tie revenue into algorithm means its not a set it and forget it tool to use. – Gil Hong (@ghong_ssm)
  • We use a 3rd party platform that is more robust. Flexible could be used with CPA optimizer, but exclude 2 ad groups. – Jeremy Brown (@JBGuru)
  • Allows you to bid based on strategic types that more customed made to your business needs but drilled down to the AdGroup level. – Brian Gaspar (@BGaspar)
  • Haven’t used them yet and not sure I would to be honest. I can do everything I need to through Excel or bidding software. – Laura McDonald (@lauramcdonald0)

Q2: What are the implications, positive and negative, of image extensions?

  • Adds the best of Display (pictures) to the more refined arena of Search. – Theresa Zook (@I_Marketer)
  • Positive: Top advertiser is going to get a huge increase in CTR. Negative: Being #2. – James Svoboda (@Realicity)
  • Since they only appear in #1 spot competition will increase & bids will rise – Google will make more money. and #2 and #3 spots will cost a lot more for no benefit. – Steve Cameron (@adventcom)
  • Big positive for travel and auto. Implications of needing to bid higher for 1st pos. and getting more higher funnel clicks. – Gil Hong
    • True. Some verticals it will benefit greatly, especially if advertiser has a good selection of photos. – James Svoboda
  • Lead gen can now compete with PLA’s! – Heather Cooan (@HeatherCooan)
    • Assuming there’s a relevant & attractive image for the lead gen client’s purposes. – Theresa Zook
    • Might be an obvious question, but are image extensions working for lead gen? – Luke Alley
    • Ecommerce already gets images with PLAs. Does Google have the staff to approve images en masse? – Jeremy Brown
      • They at least have the staff to disapprove/delay images en masse. – Gil Hong
  • I’m really psyched about image extensions…especially in combo with PLAs on the right. – Matt Umbro (@Matt_Umbro)
  • Is a big step towards banner ads in Google itself. Organic will get fewer clicks. – Luke Alley
  • SEOs and their image search/sitemaps are going to take a hit (negative?). – Elizabeth Marsten (@ebkendo)
  • I see this as Google’s answer to images for non-ecommerce companies. Could see them restricting it to only those. – Jeremy Brown
  • Another great way of optimizing PPC real estate, more related content increases liklihood of a click/conversion. – Brian Gaspar
  • I’m more psyced for image exts to COMBAT PLAs for lead gen accounts. – John Lee (@John_A_Lee)
  • I love the fact that image extensions allow concept images to show with text ads – will hopefully help boost text ad con rate! – Matt Umbro
  • AdWords image extensions should help with branding. The negative is that they only display in the top position. – Jonathan Levey
  • Image extensions offer a more appealing editorial feel (pro). Quality images are sometimes hard to find & get approved . – WhatRunsWhere (@WhatRunsWhere)
  • I’d think the benefit would vary greatly by industry. – Rebecca Heithoff (@OverpricedPopcn)
  • Negatives would be further impact on natural listings. – Liam Lally (@ZaddleMarketing)
  • The only negative to image extensions is the work it takes to get implemented – can be tedious. – Matt Umbro
  • Obvious potential for abuse, images will have to be checked by humans for violations. – Jesse Semchuck (@jessesem)
  • Another negative is that it is a beta. Has everyone gotten in every client they asked for? – Jeremy Brown
    • Haven’t had any flat out rejections yet, other than needing to edit/change images and convert to EC. – Gil Hong
  • They could only approve large (trusted) brands for image extensions. The little guy could be left out in the dark again. – Jesse Semchuck
    • Yeah, it will be tougher for smaller advertisers who don’t have access to agency or vertical reps. – Heather Cooan
  • Big plus as we’ve seen in PLA is that images in right context help the consumer better determine if the ad is right for them. – DataPop (@datapop)
  • Seems very niche- and search term-dependent. – Doug Thomas (@ferkungamaboobo)
  • Why invest in SEO on a low competition KW if you can just get the #1 Adwords position with an image extension? – Jesse Semchuck
  • The next step in pushing natural results further down the page! Really good for some industries – travel, retail etc. – Laura McDonald

Q3: What have been your favorite/most useful updates to @BingAds over the last 90 days? Why?

  • They at least decided to continue giving us device segmentation in campaigns. – Gil Hong
  • My favorite BingAds update is the Pre-Formatted Excel Report because it saves me time. – Jonathan Levey
  • Honestly, w/ all the updates Goog’s been making (more in last 6 months, than previous 2-3 years?!) been hard to keep up on Bing. – Luke Alley
    • I’m telling you, it seems the last 2 months Google has made so many more updates than ever before. – Matt Umbro
  • I am a fan of the ad extension details report. – Elizabeth Marsten
  • I’m glad to see Sitelinks. And the forthcoming PLAs and Call Extensions have me excited. – John Lee
  • I dunno if it’s Googles switch to enhanced but I am digging the increasing volumes on BingAds these days! – Heather Cooan
  • Still seems to be chasing AdWords’s tail. That said, excited for MCC-styled structure, unless I’m silly & that’s been around. – Doug Thomas
  • The import from Google button…. not new but the most useful tool they’ll ever have! – Laura McDonald
  • I like the Keyword Distribution Graph. – David Szetela (@Szetela)
  • The new sitelinks they have introduced are pretty good. They actually introduced image extensions before Google too. – Laura McDonald

Q4: Have you used the AdWords Upgrade Center? What are your thoughts on the feature?

  • Would rather do it manually. On another note, anyone use Goog reps to help transfer their accounts? – Gil Hong
    • I’d be nervous to use them. More concerned about making Goog money than helping us save money. – Luke Alley
  • The advanced option works well to convert multiple campaigns at once. Avoiding Merge completely. – Jeremy Brown
  • No. I still think it’s best to merge/upgrade individual campaigns manually. – Jonathan Levey
  • Nope. This month is the month to move all campaigns over to Enchanged Campaigns. – Luke Alley
  • When I move a camapign to Enhanced, I do it manually. – Theresa Zook
  • What happens to device settings when the auto-upgrade happens? will mobiles just be included? – Steve Cameron
    • Yes. You have to set mobile bid modifiers to -100% to exclude mobile. – James Svoboda
      • I’m doing that – but what about all those people who won’t do it? – Steve Cameron
        • They are going to cause mobile bids to go through the roof! – James Svoboda
  • Just ask your Google rep to upgrade all your accounts. Seriously. They’ll set mobile bids to whatever you specify. – David Szetela
    • Completely agree, so much easier. Plus, they’re really keen to do it for you. – Laura McDonald
    • How was your experience using your Google rep? I’ve had a similar offer from mine. – Gil Hong
    • We might do that for a few accounts, but for most it’s a matter of minutes using the Upgrade Center. – Jeremy Brown

Q5: Have you used the Display Benchmarks Tool? What do you like/dislike about it? Why?

  • Have looked at it. Am not EVER convinced that Display info I’m given is accurate enough to be actionable. – Theresa Zook
  • I’ve used the display planner tool and that’s probably one of the best tools they’ve got. – Laura McDonald
  • Absolutely, it’s great for benchmarking new verticals. I like the segmentation capabilities, but there are some clear gaps. – Sam Mazaheri (@sammmer)
  • I haven’t, but that is due to my company limiting how our display ads are shown. Remarketing campaign has also been tweaked. – Brian Gaspar

Q6: How are you using the new Display Network features to improve your performance?

  • We are using the new auto-inclusion of Tablets into Display campaigns to trim Display budgets. Tablet performance on Display is generally bad so that means reducing bids and spend to achieve goals. – Jeremy Brown
  • Still getting used to auto and managed placements, hasn’t made managing much easier. – Luke Alley
  • Mostly experimenting with audience slicing. Experiments to find out where the good traffic actually is. – Theresa Zook
  • I still have to migrate most of my GDN, pooping my pants over tablet margins. – Heather Cooan

Q7: What feature(s) of the keyword planner tool do you find valuable that weren’t in legacy versions?

  • I like the ability to mash up and multiply keyword lists. – Jonathan Levey
  • The shopping cart process is pretty smooth. – Sam Mazaheri
  • Grouping has in improved but at the expense of usability and there is still way too many crap keywords to sift through. – DataPop


More PPCChats

Don’t forget to stay tuned for the next #PPCchat on Tuesday at 12 noon Eastern, 9 am Pacific and 5pm in the UK. Same Chat time, same Chat channel.


Check out the PPCChat Twitter list to see and connect with all current and prior participants.

• Matt Umbro (@Matt_Umbro)
• James Svoboda (@Realicity)
• Paul Kragthorpe (@PaulKragthorpe)
• Brian Gaspar (@BGaspar)
• DataPop (@datapop)
• David Szetela (@Szetela)
• Doug Thomas (@ferkungamaboobo)
• Elizabeth Marsten (@ebkendo)
• Gil Hong (@ghong_ssm)
• Heather Cooan (@HeatherCooan)
• Jeremy Brown (@JBGuru)
• Jesse Semchuck (@jessesem)
• John Lee (@John_A_Lee)
• Jonathan Levey (@jlevey)
• Laura McDonald (@lauramcdonald0)
• Liam Lally (@ZaddleMarketing)
• Luke Alley (@LukeAlley)
• Rebecca Heithoff (@OverpricedPopcn)
• Sam Mazaheri (@sammmer)
• Steve Cameron (@adventcom)
• Theresa Zook (@I_Marketer)
• WhatRunsWhere (@WhatRunsWhere)

Analyzing the Newest Streamcaps

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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