5. ClickClickMedia.com.au - jeremy@clickclickmedia.com.au
Who Am I?
Jeremy Decker
● Working in AdWords management since 2006.
● Managed hundreds of campaigns with budgets from
$1,000 p/m to $500,000 p/m.
● Worked with brands such as PayPal, Westfield, Apple
& more.
7. ClickClickMedia.com.au - jeremy@clickclickmedia.com.au
Poll
Q: What level of involvement do you have with
Google AdWords?
A. I directly run Google AdWords
B. I manage staff that run Google AdWords
C. I manage an Agency that does it for me
D. I have had no involvement with Google AdWords
9. ClickClickMedia.com.au - jeremy@clickclickmedia.com.au
1.1 What Makes Us Click?
Searching (proactive)
Looking for a product/service
• Buy movies online
• Car service Sydney
• Professional resume writer
Looking for information
• Movie session times
• Car service guide
• Resume writing tips
Display/browsing (reactive)
Highly relevant Ad
• Looking for cheap movie tickets
• Same day Sydney car service
• Resume writing experts
Appealing offer
• Get free movie tickets
• Free 5 year service on the new Holden
• 50% off resume templates
13. ClickClickMedia.com.au - jeremy@clickclickmedia.com.au
Building Granular Campaigns
Section 2
1. Researching your landing page
2. Segmenting campaigns
3. Keyword research
4. Creating ads that work
5. Adding ad extensions
6. All about conversion tracking
16. ClickClickMedia.com.au - jeremy@clickclickmedia.com.au
2.2 Segment The Campaigns
Work out what different
market segments you
should split the campaign
into. Remember to think
of your target users
behaviour (device etc).
Account
Campaign
AdGroup
Ad
Ad
AdGroup
Ad
Ad
Campaign AdGroup
Ad
Ad
Campaign AdGroup
Ad
Ad
21. ClickClickMedia.com.au - jeremy@clickclickmedia.com.au
Data Based Optimisations
Section 3
1. Auditing a campaign
2. Statistically significant optimisations
3. Where to find the biggest wins
4. Understanding quality score
5. Landing page improvements
22. ClickClickMedia.com.au - jeremy@clickclickmedia.com.au
Poll 2
Q: How familiar are you with the AdWords
interface?
A. I’ve logged into AdWords once or twice
B. I have often made changes to and AdWords account
C. I can use AdWords editor
D. I have had no involvement with Google AdWords
29. ClickClickMedia.com.au - jeremy@clickclickmedia.com.au
4.1 What You Should Be Testing
Everything. The most
common test are:
1. Ad Testing
2. Landing Page Testing
3. Match Type Testing
Implement
Test
Gather
Data
Analyse
Results
Roll Out
Findings
Strategize
32. ClickClickMedia.com.au - jeremy@clickclickmedia.com.au
Wrapping it up
1. Know who your audience is before you try to
sell to them.
2. Put the time into designing a campaign being
as granular as possible.
3. Data dictates almost everything.
4. If it’s worth thinking about, it is probably
worth testing!