Need to Know AdWords Extension Updates & Advanced AdWords Tactics - Feb 2015
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Transcript of Need to Know AdWords Extension Updates & Advanced AdWords Tactics - Feb 2015
@WolfgangDigital
Alan Coleman, CEOBrendan Almack, Director of Clients
Wolfgang Digital
Close To Google
Who’s In The Room?
Great Time To Be A Digital Marketer
IAB – Mediascope Europe June 13
Average European Media Consumption Per Week
Thursday 16th August 2013
How Many Adwords Innovations in Q3 2014?
1. Product ratings on Google Shopping
2. New shipping configuration tool available in Google Merchant Center
3. Search Network with Display Select
4. New Shopping Campaigns Upgrade Tool
5. Close variant matching for all exact and phrase keywords
6. Introducing Website Call Conversions
7. Using Google Search and YouTube to Promote Your App
8. Product Listing Ads become Google Shopping
9. New display ads formats for a multi-screen world
10. Google Shopping: automatic item updates
11. Estimated cross-device conversions, now available for display
12. A simpler way to manage your business locations in AdWords
13. Scale your Shopping campaigns with bulk uploads and AdWords Editor
14. Advertising on your schedule with AdWords Express
15. Introducing Dynamic Sitelinks16. Making it easier to build rich and engaging
mobile ads for the Google Display Network17. Call out Extensions 18. Product Listing Ads now on search network19. New look mobile search ads20. Local inventory ads expand to more countries
and formats21. Announcing Ad customiser
Agenda
1. Visual Web Rollback2. What’s New 3. Behind The Ad 4. Measurement5. Real Time Advertising6. Battle of the Internet Giants7. Key Trends8. E-commerce KPI Report9. Takeaways
1. Visual Web Rollback
Author Images
Image Ad Extensions
YouTube Snippets
Why the Rollback?
“We've been doing lots of work to clean up the visual design of our search results, in particular creating a better mobile experience and a more consistent design across devices.”
What’s New?
Review Extensions
Driving Account Performance
Up to +80% lift in CTR
The Policy
A review extension must be an accurate, current, credible, non-duplicative third party review of the advertiser’s business.
……but
The Wolfgang Hack
The Wolfgang Hack
Source: The Nielsen Company
AdWords Seller Ratings
17% lift in CTR
23% conversion rate improvement
Performance Improvements
Call Out Extensions
29% lift in CTR
-18% reduction in CPC
Behind the Ad
The Audience
Remarketing Lists for Search Ads (RLSA)
The Generic Keyword Conundrum
A Whole New World of Generics
Conversion Rate x 16
-94% Cost / Conversions
RSLAs + DSAs
CTR: +122%
CPC: -37%
Conv. Rate: +68%
Demographic Targeting
Demographic Targeting
Google Shopping Campaigns
Behind The Scenes
-46% CPC
+13% CTR
+38% Conv. Rate
The Bidding Anomaly
€0.01 Bid
ROAS = 400:1
Measurement
A Frustration
Website Call ConversionsEst. Total Conversions
Offline Conversions
32%
More Than Click-to-Call
Tracking Calls from Website
+11%
3-Step Set Up
1. Generate Conversion Code in AdWords
2. Paste Code on Page with Number
3. Adjust html using ‘onclick’ command
Why is this important?
Cost per conversion
Optimisation decisions
Offline Conversion Tracking
ROPO
Real Time Advertising
7. Battle with Internet Giants
Cool image
Why we’re in a good position to comment on this.
Our search marketers have taken an interest
Google Shopping
“Amazonification”
Walked Away from Google Shopping Campaigns
Kissed the Google Search Network Bye Bye
Declared War On Google AdWords
Launching AdWords Competitor
Wednesday 10th Sept 2014
“And they’re searching for all this information on small screens -- sometimes as narrow as 4 inches.”
Tuesday 9th September 2014
The President of Ireland
The President of Ireland
The President of Ireland
Our Advertising Dollar
Migration To Newsfeed
Al’s Bitcoin Investment
Our Social Media Eyeballs
December 2013
April 2014
June 2014
June 2014
June 2014
August 2014
Sept 2014
You Don’t Need To Be Bobby Fischer...
Key Trends
Questions Answered on the SERP
Increased Personalisation
Increased Personalisation
Anybody Recognise This?
Facebook Release New Account Structure
The Search Marketer’s Unfair Advantage
KPI Study
Key Take Aways:1. Ad extensions are your best friend2. Proactively seek customer reviews3. Solve the “Generic Keyword Conundrum” with
RSLAs4. RSLAs + DSA = Cash Money Y’all5. Get creative with Real Time Advertising6. Think beyond website conversions7. Upgrade to Universal Analytics8. Put a search marketer in your social team!