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Google Adwords Distribution Hacks with Samir Patel @

500Startups(Version 2.0 Updated for Mobile+

More May 2014!)

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Bio: Samir Patel Founder/CEO of DoRevolution : Bringing Mindfulness to Marketing

Managed $1B+ in Advertising Spend across Search, Social, Retargeting and Mobile Ads.

Founded SearchForce took company to profitability with Fortune 500 clients. Pioneer in applying Wall Street Quantitative Finance Trading Techniques to Online Marketing. Top US Advertisers as Clients: Progressive, Experian, AT&T, Scottrade, Priceline, eBay, Oracle and Salesforce.com.

MBA, Brand Marketing from Cornell’s Johnson Graduate School of Business.

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Please watch recorded LiveStream video as well to get more context around the presentation

Samir Patel LiveStream

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The Problem: Data and Controls

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The Channel Explosion: importance up, effectiveness down

Lots of Data across Channels (Adwords), Facebook Ads, Twitter, Linkedin, Pinterest,

Analytics (Omniture), Mobile Ads, Marketing Systems (Marketo), Landing page

optimization (Optimizely) but lack of Actionable Intelligence for Advertisers.

Strategic: Most CMO’s lack ‘Growth Expertise’ and know-how because of

invisibility of inventory and growth drivers.

Tactical: Campaign Optimization super complicated and clients need highly analytical staff that is expensive and

difficult to hire.

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Why are performance ads so complex to manage?

Hundreds of Best Practices

Data continuously changes

Intense Competition

Success metrics change

Variety of new ways you can advertise and complexity in

optimizing each (mobile, retargeting, video etc)

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Five Pillars of Adwords Optimization

Account Structure

Keywords

Ad Copy

Landing Pages

Google Analytics

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Core Concepts

Relevance

Quality Score

Bounce Rate

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Account Structure Pillar

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Keywords Pillar

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Keywords Pillar

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Keywords Pillar

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Keyword Pillar

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Landing Page Pillar

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Core Concept : Bounce Rate

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Ad Copy Pillar

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Google Analytics Pillar

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Core Concept : Relevance

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Core Concept : Quality Score

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Core Concept : Quality Score

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10 PPC Optimization Tips• Search Query Report

• Keyword Match Types

• Cross Pollinations: SEO and SEM

• Ad Copy Testing

• Segmented Reporting for Day Parting

• Using Ad Extensions

• Budget Adjustments

• Competitive Terms

• Campaign Structure

• Device Based Bidding

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AD EXTENSIONSSELLER RATINGS

SITELINKS CALL EXT.

LOCATION EXT.

GOOGLE+

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Accelerating

Growth via Mobile

Advertising

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Why Mobile?

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Tell them before you tell them

Mobile Multiple Touch Points

Calls

Apps

Cross Device

Mcommerce & Mobile Sites

In store

4 Tips: Optimizing Mobile PPC

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Calls

This may sound obvious but let's not forget smartphones facilitate

an action that is native to the device itself: phone calls.

Customers sometimes prefer to purchase by phone.

how a spontaneous party was made possible with purchases

made via phone calls.

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Apps

Mobile App Economy is 29.5B Gartner, 50B downloaded, 1M

apps, 190 Countries

Apps are a great way to enrich your relationship with your

customers. App downloads and transactions that happen within

your apps are two important sources of value from mobile.

When consumers download your app, it creates new opportunities

for conversions.

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Open An Existing App

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App Downloads

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New App Ads

New Installations: Mobile App promotions across search, display and

YouTube.

Extract and suggest keywords based on Google Play and Google Seach

Target Customers based on apps they use, frequency of use and in-app

purchase history

Reengagement: Ads that redirect inside of apps already installed, Deep Linking

Conversion Measurement: Installation, Reengagement & In-App Purchases

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Cross Device

Consumers often use multiple devices to make a purchase,

starting by researching on mobile and then waiting until they are on another screen to complete the

transaction.

A product purchased on a laptop originated with research done on a

smartphone.

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Mcommerce & Mobile Sites

A mobile-friendly site is the cornerstone of any mobile

strategy and makes it easier for your customers to purchase

directly from their smartphones.

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5 Common Mistakes Mobile Sites

Unplayable videos

Faulty redirects

Smartphone-only 404s

App download interstitials

Irrelevant cross-linking

Page speed

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In Store

Most people use their smartphones while they are on the

go.

Searching for store locations and getting directions to purchase in stores are common activities that

drive significant value for businesses.

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Smarter ads optimized for varying user contexts

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4 Mobile PPC Optimization Tips

Mobile Bid Adjustments : Need to get on top positions because of form factor, bid higher for location based targeting.

Mobile Preferred Ads : Separate mobile/desktop, Call directly or provide a promotion based on time. Different URL for mobile.

Call Extensions: Ad scheduling based on call center, Your own number or Google’s forwarding number

On Site Call Conversions: Track calls from phone number embedded on website when users need to reach more before they buy

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Tools

Google Think - MultiScreen: Everything Google + Mobile

PageSpeed Insights and Quicksprout

Mobile Site Development : MoovWeb, Mobify

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Bringing Mindfulness to Marketing

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DoRevolution

Pi maximize ROI from Digital Channels and Marketing

Automation Systems.

Automated Actions

Accelerate Growth

Increase Profits or Lower cost

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Simple and Actionable Intelligence

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