2. Greetings from Wolfgang

3. Digital Marketing Scientists

4. We’re also these guys…

5. 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 Sitelinks
16. Making it easier to build rich and
engaging mobile ads for the Google
Display Network
17. Call out Extensions
18. Product Listing Ads now on search
network
19. New look mobile search ads
20. Local inventory ads expand to more
countries and formats
21. Announcing Ad customiser

6. How Many Adwords Innovations in Q4
2014?
1. Estimated Total Conversions
2. Ad Customisers
3. Video Analytics Page in Adwords For Video
4. Adwords Editor 11
5. Lightbox Ads available on All Screens
6. Diagnostic Tab in Merchant Center
7. Merchant Promotions
8. Custom Affinity Audiences
9. Dynamic Remarketing Across all Verticals

11. Forces Driving Google: Ad Revenue

12. Agenda
Latest AdWords Extension Innovations
Hacking ad extensions
Ad automation – custom ads
Ad optimisation automation – scripts
Audience targeting
Innovation combination
Google Shopping – the bidding anomaly
What’s next
Key Takeaways

13. What’s New?

14. Review Extensions

16. Driving Account Performance
 Up to +80% lift in
CTR

17. The Policy
A review extension must be an accurate, current,
credible, non-duplicative third party review of
the advertiser’s business.
……but

18. The Wolfgang Hack

20. The Wolfgang Hack

21. Source: The Nielsen Company

22. AdWords Seller Ratings

25.  17% lift in CTR
 23% conversion
rate improvement
Performance Improvements

27. Call Out Extensions

28.  29% lift in CTR
 -18% reduction in
CPC

29. Automating Ads

30. Custom Ads

32. Increased Conversion Rate
• Day 1 to 4: 12% Conv.
Rate Lift
• Day 5: 39% Conv. Rate Lift

33. Scripts

35. Winners & Losers

36. Behind the Ad

37. Year of the Audience

38. Remarketing Lists for Search Ads
(RLSA)

39. The Generic Keyword Conundrum

41. A Whole New World of Generics
 Conversion Rate x 16
 -94% Cost / Conversions

42. RLSAs + DSAs
 CTR: +122%
 CPC: -37%
 Conv. Rate: +68%

43. Demographic Targeting

45. Demographic Targeting

46. Google Shopping Campaigns

47. Behind The Scenes
 -46% CPC
 +13% CTR
 +38% Conv. Rate

48. The Bidding Anomaly
 €0.01 Bid
 ROAS = 400:1

49. Key Trends

50. Increased Personalisation

53. Automation

54. Top Takeaways
1. Use ad extensions to drive incremental
results
2. Get hacking…
3. Solve the “Generic Keyword Conundrum”
with RLSAs
4. Get efficient and get results with automation
5. Experiment with bidding