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Google Adwords Distribution Hacks
with Samir Patel @ 500Startups
(Version 2.0 Updated for Mobile+ More May
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Bio: Samir Patel
Founder/CEO of DoRevolution : Bringing Mindfulness
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.
Please watch recorded
LiveStream video as well to
get more context around the
The Problem: Data and
The Channel Explosion:
importance up, effectiveness
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
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.
Why are performance ads so
complex to manage?
Hundreds of Best Practices
Data continuously changes
Success metrics change
Variety of new ways you can advertise
and complexity in optimizing each
(mobile, retargeting, video etc)
Five Pillars of Adwords
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
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
Mobile App Economy is 29.5B Gartner,
50B downloaded, 1M apps, 190
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
Open An Existing App
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
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
Mcommerce & Mobile
A mobile-friendly site is the cornerstone
of any mobile strategy and makes it
easier for your customers to purchase
directly from their smartphones.
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.
Smarter ads optimized for
varying user contexts
4 Mobile PPC Optimization
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
Google Think - MultiScreen: Everything
Google + Mobile
PageSpeed Insights and
Mobile Site Development : MoovWeb,
Bringing Mindfulness to
Pi maximize ROI from Digital
Channels and Marketing
Increase Profits or Lower cost
Simple and Actionable
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