Google Ads PPC Training (Advanced)

CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
Search Engine Marketing Workshops
Advanced PPC Making The ROI Grade
John Thyfault,
Vice President of Search Engine & Social Media Marketing, Beasley Direct and
Online Marketing
Adjunct Professor, University of California, Santa Cruz, Silicon Valley Extension
December 14, 2018 | 1000 AM - 1200 PM PST

The Direct Marketing Association of Northern California a 501©(3) non-proﬁt organization.
How To Redeem Your $1,000 of Free B2B Data
Contact Sky Cassidy
MountainTop Data
scassidy@mtd-email.com
(818) 252-8140 x2788
www.MountainTopData.com

The Direct Marketing Association of Northern
California
The Direct Marketing Association of Northern California
was formed to educate, inform and provide networking
opportunities for Direct and Online Marketing
professionals in the San Francisco Bay Area.  
 
We hold monthly seminar meetings, certification
workshops, periodic half-day seminars, and provide
opportunities for the best in learning and job networking in
the Northern California marketing community

DMAnc Certification Requirements
▪ A certificate requires the completion of any 8 courses,
taken within two years of starting.
▪ Of course, if a certificate isn’t in your immediate plan,
you can take as few or as many of the courses as you’d
like.
▪ Students who complete a certification program will
receive a frameable Certificate of Completion as well as
a digital badge to include on your website, blog, email
signature, or social profiles.

Upcoming Certification Workshops
Jan 11, 2019 Account Based Marketing (ABM) for Small to Medium Companies
Jan 25, 2019 How to Use and Set Up Unified Remarketing on Facebook and Google Ads
Jan 30, 2019 Accelerating Lead Generation Using Meeting Maker Campaigns (10 AM to 11 AM)
Feb 1, 2019 Web Analytics Improving Your ROI with Google Analytics
Feb 8, 2019 Advanced Web Analytics
Feb 13, 2019 Web Usability
Mar 1, 2019 Improving Email Marketing Response Rates
Mar 6, 2019 Advanced Email Marketing
Mar 8, 2019 Demand Generation and Lead Conversion Fundamentals
Mar 15, 2019 Advanced Demand Generation and Lead Conversion
Mar 22, 2019 SEO Fundamentals
Mar 29, 2019 Advanced SEO
Apr 12, 2019 Social Media Advertising Best Practices
May 3, 2019 Web Usability
May 10, 2019 Pay-per-Click Advertising Fundamentals
May 17, 2019 Advanced Pay-per-Click Advertising
Jun 7, 2019 How to Use and Set Up Unified Remarketing on Facebook and Google Ads
Jun 14, 2019 Account Based Marketing (ABM) for Small to Medium Companies
Jun 21, 2019 Improving Email Marketing Response Rates
Jun 28, 2019 Advanced Email Marketing
http://www.dmanc.org/certification.htm

About The Instructor
John Thyfault, VP, Search Engine & Social Media Marketing at Beasley
Direct Marketing
John Thyfault has more than 20 years of marketing, sales and product development
experience. His knowledge of search engine optimization (SEO), pay per click (PPC)
marketing and social media marketing, combined with an in-depth understanding of
customer identification, market analysis and segmentation, allows him to deliver high
returns on client marketing investment.
Prior to working with Beasley Direct, John was Senior Client Services Project Director at
ThirdAge.com, a first wave baby boomer lifestyle and community website. At ThirdAge
he successfully led major client sponsorships for Tylenol, American Century, Intel, IBM,
and Revlon.
John has led workshops for the Silicon Valley American Marketing Association, the
Direct Marketing Association in Northern and Southern California and the Business
Marketing Association. He also teaches Search Engine Marketing at University of
California, Santa Cruz, Extension in Silicon Valley and is currently leading day long
seminars as part of the Online Marketing Summit's 2011 International Tour.

Taking PPC Adver/sing To The Next Level

Workshop Agenda
▪ High Level Targeting
▪ Targeting The Right Customer With Ad Extensions
▪ Shared Libraries - Account Wide Tools
▪ Digging Into Data
▪ Shopping & Remarketing Campaigns
▪ Display Advertising in AdWords
▪ Landing Pages and User Profiles
▪ Final Notes

High Level Targeting

Targeting Options
▪ There are lots of targeting options
▪ Understand your customer’s buying behaviors
▪ Do they research and buy during business hours, if
so, which ones
▪ Geo-targeting
▪ FYI Bing does not allow targeting by county
▪ Target by platform
▪ Mobile, laptops, desktops, lightweight browsers
▪ Content/Google Display Network Targeting
▪ Life Event targeting was just released out of Beta

Targeting Options
Networks

Targeting Options
Search Network Features - Display Select
Watch out for default settings

Targeting Options
Geo-Targeting
▪ Identify your audience and where they search
▪ Global region, country, state, region, city, zip code &
hand mapped
▪ Target the right sized area
▪ Sunrise, AZ vs. Phoenix Metro
▪ Use keywords to geo target
▪ Phoenix motorcycle shops
▪ Phoenix Cycle Gear
▪ Tempe motorcycle gear

Targeting Options
Geo-Targeting
▪ Can set up multiple locations to target by
▪ Zip code
▪ DMA region
▪ County (AdWords Only), State, Country, Continent,
Global Region
▪ Telephone area code

Targeting Options
Geo-Targeting

Geo Targeting Advanced
You can also set exclusions up as well

Day Part & Week Part Targeting

Targeting Options
Devices

Targeting The Right Customer With Ad
Extensions

Targeting With Ad Extensions

Targeting
App Extension
▪ The App extension allows you to directly link the Apple
App Store or the Google Play store to download an app
for the mobile device
▪ Link can start download immediately or link to
description in the store
▪ Smart links based on device and OS
▪ Can customize the display for different devices

Shared Libraries - Account Wide Tools

Shared Libraries

Shared Libraries
Bid Strategies

Shared Libraries
Negative Keywords

Digging Into PPC Data

Optimization Strategies
Marin So)ware Inc., Taking Paid Search Performance to the Next Level, 2012

Explore Your Data
▪ AdWords currently has a great number of ways to slice and
dice your data
▪ Auction Insights
▪ Filters
▪ Column Choser
▪ Demographics
▪ Audiences
▪ Google is always coming out with new, live data, flexible and
customizable reporting structures that allow you to analyze
data on steroids!
▪ Don’t forget Google Analytics & Data Studio
▪ More ways to visualize data
▪ Seamless importing into AdWords

Look At Your Standard Repots

Column Chooser

Filters Are Our Friends

Automated Rules

Segment Your Data

Track All Channels via Attribution
Modeling
▪ Using Google Analytics, you can track all of your
conversions from the first touch to the sale/lead using
attribution modeling
▪ Allows you to truly understand how customers are
coming to your website, interacting with your company
and brand and making the final buying/lead decision.
▪ Allows you to increase reach and awareness through
lower costs channels and use search to close the sale

Attribution Modeling - Select Your
Model

Attribution Modeling - Path Length

Attribution Modeling - Time Decay

Attribution Modeling - Multi-channel

Shopping & Remarketing Campaigns

Shopping Campaigns
▪ Used to be called Product Listing Ads
▪ Shopping Ads are more retail centric
▪ These are being rolled into shopping ads by late
August
▪ Display image ads with price and seller as separate
group of ads on Google Search, Google Shopping and
most Google Partner networks
▪ Based on a xml feed of products uploaded to your
Google Merchant Center Account

Shopping Campaigns
▪ Base organizational unit is the Product Group
▪ Ads can be targeted by attribute (color, price, size, in stock,
etc)
▪ Custom labels can be created to combine different attributes
▪ Can set different priorities by campaign if one product is in
multiple campaigns
▪ Has the ability to have dynamically inserted elements
▪ Stock levels
▪ Geo locations, etc
▪ Can be used for local bricks and mortar locations also

Remarketing Campaigns
▪ Ads that appear on partner/display sites after you have
visited the target site once
▪ Text, graphic and/or rich media
▪ Also known as “stalker ads” as they can follow you
around the internet
▪ Can also appear on the search network as text ads
(RLSA)

▪ Starts with a visit to your website where the visitor is
added to a remarketing list
▪ You can define remarketing lists based on visit
characteristics such as pages visited, items added to
cart, cart abandonments, time on site, etc.
▪ Ads then are created to match the list characteristics.
e.g. you browse a site for motorcycle helmets and ads
from that site follow you across the web showing the
helmets you looked at
▪ Can help to improve your conversion rates by targeting
customers who have already come to your site

Why Remarket?
▪ Take the info you have about a visitor to your site and
target them a second, third or fourth time with ads that
are tailored to them specifically
▪ Your cost per visit and cost per conversion will drop since
you have created content based on real, live people who
you have a history with
▪ You can take data derived from one channel (Facebook)
and target those visitors in other channels (Google
Search, Gmail, Google Display)
▪ Can be used across multiple channels
▪ Combining data from different channels can allow for a
rich segmentation of your audience, giving you the
chance for better performing ads

Remarketing Ecocycle
Graphic courtesy of Remarketing Tool Kit by WordStream

visitor is tagged
by pixel or
tracking url

visitor’s interaction with
your site is captured

visitor is added to
an audience based on
original source
and interactions

visitor buys lots of
things from your site

It’s Cold Outside, Make Sure To Layer

Remarketing Challenges
▪ You need a substantial traffic source to start to build
your audiences
▪ It is all about economies of scale
▪ Remarketing is dynamic and your audiences will age
out depending on your sales cycle
▪ Audiences require maintenance to be effective, it is not
set and forget

Two Approaches to Remarketing
▪ In network remarketing
▪ An ad or visit on Facebook adds to a FB audience
and triggers new ad on Facebook
▪ Out of network remarketing
▪ An ad or visit from Facebook triggers an ad on a
different network, i.e. Google Ads, Google Display
Network, YouTube or AdRoll

Steps To Remarket Across Channels
▪ Identify visitor with tags and tracking pixels
▪ Record interaction with your site
▪ Segment visitors into defined audiences
▪ Serve ads to visitors based on the audience they
belong to

▪ Identify your visitor
▪ Tag your site with tracking pixels from all relevant
channels
▪ Google Analytics (Google Ads), Facebook,
LinkedIn, etc
▪ Each tag will send data to its respective origin
▪ Tags will allow you to view interactions across
channels

▪ Create a traffic stream of these visitors - can be paid or
simple referral traffic
▪ Run ads to select audiences on Facebook, etc.
targeting pages on your website
▪ Take the time to create well defined audiences
▪ Use existing social accounts to drive unpaid traffic to
your site
▪ All traffic must include a tracking tag in the URL for
Google Analytics

• Setting controls on your remarketing lists will avoid the
customer seeing you as an “stalker”
• Number of impressions
• Length of time since last visit
• Number of times ads are clicked by a user

Remarketing Ads and Lists

Display Network Targeting
and Best Practices

Targeting Options
Google Display Network

Targeting Options
Google Display Network - Audiences

Life Event Targeting
▪ AdWords opened to the general advertiser the ability to
target by life events in May 2018 for Gmail and
YouTube
▪ Initially only three events are available
▪ College graduation
▪ Marriage
▪ Moving
▪ More will be released over time
▪ Can drive lifts in everything from purchase intent to
consideration, brand interest, and brand recall.

Final Notes
▪ Every click on every ad and keyword can give you
actionable information on your desired audiences.
▪ Mine the data that you are getting to understand your
users.
▪ Look for new uses and audiences for your product
▪ Use your data to target the right user
▪ Structure your campaigns to reflect this targeting
▪ Your landing pages are key to a strong campaign

Free Audits From Beasley Direct and
Online Marketing
Get a free initial Lead Funnel, SEO, PPC or Social
Media Audit from Beasley Direct and Online
Marketing:
https://beasleydirect.com/free-reverse-sales-funnel-offer/
https://beasleydirect.com/free-ppc-advertising-audit/
https://beasleydirect.com/free-seo-audit-offer/
https://beasleydirect.com/free-social-media-audit/
Have us take a quick look at your site and campaigns and
identify some of the areas in which we can help you
improve.

`
John Thyfault
jthyfault@beasleydirect.com
650-323-1881
@JohnThyfault
Don’t forget to fill out our survey that will be sent via
email after our session today.

Google Ads PPC Training (Advanced)

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Google Ads PPC Training (Advanced)

Similar to Google Ads PPC Training (Advanced) (20)

Recently uploaded

Recently uploaded (20)

Google Ads PPC Training (Advanced)