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Geeking out on AdWords paid search tactics - Internet Summit 2013
 

Geeking out on AdWords paid search tactics - Internet Summit 2013

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There are a ton of new ad extensions and campaign settings that can improve the performance of your ads. In fact, using ad extensions and enhanced campaigns are pretty much a requirement at this ...

There are a ton of new ad extensions and campaign settings that can improve the performance of your ads. In fact, using ad extensions and enhanced campaigns are pretty much a requirement at this point. This presentation from the Internet Summit 2013 covers the basics.

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    Geeking out on AdWords paid search tactics - Internet Summit 2013 Geeking out on AdWords paid search tactics - Internet Summit 2013 Presentation Transcript

    • November 14, 2013 Digital East: Digital Ad Strategies Andrew Delamarter Director of Search and Inbound @ADNYCE Geeking out on new AdWords search tactics hugeinc.com info@hugeinc.com 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843
    • Huge. We help transform brands and grow businesses.
    • How we’re structured. Founded in 1999 Full-service digital agency 700 employees London. Portland. San Francisco. Los Angeles. Brooklyn. Washington, DC. Atlanta. Rio de Janeiro. Barcelona.
    • Full-service digital capabilities. Research & analytics. Creative. Studio. •  Focus Groups & Surveys •  Ethnography & Usability Studies •  Social Listening & Trends Spotting •  Website, Social and Campaign Analytics •  •  •  •  •  •  •  •  •  •  Visual Motion Digital Branding Campaign Development Mobile, Emerging & In-Store Digital Copywriting & Editorial Photography Video creation and production Animation & Illustration Production Media. Strategy & planning. Technology. •  Brand Planning & Marketing •  Product Strategy & Business Consulting •  Communications Planning •  Search Strategy (SEO, SEM) •  Discipline Specialists (e.g., CRM, mobile) •  Technical Leadership / Architecture •  User Interface Development •  Mobile & Emerging Platforms •  Social Platforms •  Rapid & Enterprise Development •  Quality Assurance & Deployment User experience. Social engagement. •  •  •  •  •  •  •  •  Content Strategy Information Architecture Interaction Design Mobile Experience Social Strategy Social Media Management Blogger & Influencer Outreach Social Media Campaigns •  Media Planning •  Media Buying •  Campaign Management, Optimization & Analysis •  Media Partnership Development Program management. •  Project Management •  Planning & Roadmap Development •  Resource Management •  Risk Mitigation
    • AdAge A-List for 2012 Top ten agencies as ranked by AdAge, across all marketing disciplines. Third-largest mobile agency According to AdAge for 2012. Social media agency of the year 2011 and 2012 by OMMA / MediaPost. Most innovative agency for 2012 by Digiday and One of Five for 2011 by Mashable.
    • Agenda: 1. New AdWords tools. 2. Cool ways to use them.
    • New(ish) toys in AdWords.
    • Location extensions.
    • Location extensions.
    • Click to call.
    • Receive  module  on  Facebook  
    • Sitelinks extensions.
    • Sitelinks extensions.
    • Product listing ads.
    • Product Listing Ads.
    • Social extensions (G+).
    • App download extensions.
    • Receive  module  on  Facebook  
    • Reviews extensions.
    • ?
    • AdWords geekery.
    • Use Sitelinks for offers. $20 off on $200 purchase offer.
    • Use Sitelinks to boost conversion on high-volume generic terms. Separate ‘Auto’ From ‘Home’ prospects
    • Site Location extensions to qualify clicks. •  Great for geotargeting keywords outside of your core area. •  Make sure users see where you are before they click
    • Feed-driven PLAs becoming dominant PPC retail tactic. Source: RKG Q3 DMR
    • PLA strategy. •  CPCs are slightly lower on average. •  Optimize pictures •  Keep fully synced with inventory and up to date. •  Break out PLA reporting from Paid Search •  Look for ways to manage holistically with paid search.
    • Use a custom number for call extensions.
    • Receive  module  on  Facebook   One number for AdWords
    • Receive  module  on  Facebook   And another on the Web site.
    • For better conversion tracking use JavaScript to show a tracking number to AdWords referrals. Put semantic markup on the ‘real’ phone number and address.
    • G+
    • Avoid G+ page confusion. •  Verification process creates duplicates. •  Google Places > G+ Local not a smooth transition. Good luck getting social extensions added!
    • G+ heartache reduction strategy. •  Use a single Gmail address for your brand. •  Unify YouTube, G+, G+ Local, AdWords under single account. •  G+ is buggy. G+ support content is often wrong or outdated. Ask your peers. Wait.
    • “Enhanced campaigns”
    • Boost bar, restaurant keywords at dinner time on mobile devices.
    • Create ‘emergency’ ad groups targeted to mobile devices with a high bid multiplier.
    • @ADNYC hugeinc.com info@hugeinc.com 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843