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canopy.ro TAKING DIGITAL TO NEW HEIGHTS
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
Why your AdWords campaign is not how you are
expecting it to be?
CRISTIAN IGNAT
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
1) The relationship between keyword - ad - landing page
canopy.ro
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
- Tells you the need / problem
canopy.ro
The Keyword:
- Promises the user the that...
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
Example of promises:
canopy.ro
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
canopy.ro
Example of promises:
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
canopy.ro
Example of promises:
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
canopy.ro
Example of promises:
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
Your business is NAKED online.
Double check what your ads are promising.
canopy.ro
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
Your business is NAKED online. Some advice:
1) Triple check the promises from your...
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
2) How do you check your agency’s
AdWords performance?
canopy.ro
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
The first 25% of the most expensive kws should have high QS!
canopy.ro
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
3) Check your ads & landing pages on mobile
canopy.ro
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
Stop bidding if you
don’t convert on mobile.
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
4) When is AdWords not performing because of you?
canopy.ro
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
- Usability
- Not Mobile Friendly
- Competition
- Price
canopy.ro
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
Do the following test:
canopy.ro
a) Setup your main objective on site (sale)
b) Te...
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
5) New clients cost a lot. Focus on existing clients.
canopy.ro
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
- Remarketing for Search
canopy.ro
- Upsell
- Show your clients that you care 
Ev...
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
canopy.ro
Google AdWords brings you interested people on the
website.
It’s up to y...
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
canopy.ro
Things to go home with:
1) Online your business is naked.
2) Realistic g...
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
CRISTIAN IGNAT | cristian@canopy.ro
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Why your AdWords campaign is not how you are expecting it to be - inOrbit 2016

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Your business is Naked online. What should you do to gain customers on your side? Cristian Ignat, Chief Canopyst @Canopy has some suggestions. Pay attention to the relationship between keyword - ad - landing page.
Presentation for inOrbit 2016 conference, Slovenia.

Published in: Marketing
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Why your AdWords campaign is not how you are expecting it to be - inOrbit 2016

  1. 1. canopy.ro TAKING DIGITAL TO NEW HEIGHTS
  2. 2. canopy.ro TAKING DIGITAL TO NEW HEIGHTS Why your AdWords campaign is not how you are expecting it to be? CRISTIAN IGNAT
  3. 3. canopy.ro TAKING DIGITAL TO NEW HEIGHTS 1) The relationship between keyword - ad - landing page canopy.ro
  4. 4. canopy.ro TAKING DIGITAL TO NEW HEIGHTS - Tells you the need / problem canopy.ro The Keyword: - Promises the user the that it will solve the need / problem The Ad - Respects the promise in the ad and SOLVES the need / problem The Landing Page
  5. 5. canopy.ro TAKING DIGITAL TO NEW HEIGHTS Example of promises: canopy.ro
  6. 6. canopy.ro TAKING DIGITAL TO NEW HEIGHTS canopy.ro Example of promises:
  7. 7. canopy.ro TAKING DIGITAL TO NEW HEIGHTS canopy.ro Example of promises:
  8. 8. canopy.ro TAKING DIGITAL TO NEW HEIGHTS canopy.ro Example of promises:
  9. 9. canopy.ro TAKING DIGITAL TO NEW HEIGHTS Your business is NAKED online. Double check what your ads are promising. canopy.ro
  10. 10. canopy.ro TAKING DIGITAL TO NEW HEIGHTS Your business is NAKED online. Some advice: 1) Triple check the promises from your ads. 2) Triple check your landing for the top kws in Google 3) Use prices as much as possible in your ads. 4) Focus on the right clicks >>> don’t use too “shiny” ads 6) Focus more on your product, landing, marketing than media 5) Use google.co.uk to analyse Ads, Landings, Online Marketing canopy.ro
  11. 11. canopy.ro TAKING DIGITAL TO NEW HEIGHTS 2) How do you check your agency’s AdWords performance? canopy.ro
  12. 12. canopy.ro TAKING DIGITAL TO NEW HEIGHTS The first 25% of the most expensive kws should have high QS! canopy.ro
  13. 13. canopy.ro TAKING DIGITAL TO NEW HEIGHTS 3) Check your ads & landing pages on mobile canopy.ro
  14. 14. canopy.ro TAKING DIGITAL TO NEW HEIGHTS Stop bidding if you don’t convert on mobile.
  15. 15. canopy.ro TAKING DIGITAL TO NEW HEIGHTS 4) When is AdWords not performing because of you? canopy.ro
  16. 16. canopy.ro TAKING DIGITAL TO NEW HEIGHTS - Usability - Not Mobile Friendly - Competition - Price canopy.ro
  17. 17. canopy.ro TAKING DIGITAL TO NEW HEIGHTS Do the following test: canopy.ro a) Setup your main objective on site (sale) b) Tell 10 friends you’ll give them 300 € c) Make them “spend” those money online d) Sit back and take notes e) How do they search on Google? Do they click your ad? What do they do on your website? Do they add to cart?
  18. 18. canopy.ro TAKING DIGITAL TO NEW HEIGHTS 5) New clients cost a lot. Focus on existing clients. canopy.ro
  19. 19. canopy.ro TAKING DIGITAL TO NEW HEIGHTS - Remarketing for Search canopy.ro - Upsell - Show your clients that you care  Everyone wants 1st – 4th on Google. You should:
  20. 20. canopy.ro TAKING DIGITAL TO NEW HEIGHTS canopy.ro Google AdWords brings you interested people on the website. It’s up to you to make them buy!
  21. 21. canopy.ro TAKING DIGITAL TO NEW HEIGHTS canopy.ro Things to go home with: 1) Online your business is naked. 2) Realistic goals to your agency: Quality Score increase  CPC decrease 3) Check your ads & landing pages on mobile 4) Invest first in your site, product, benefits and then in media 5) New clients cost a lot. Focus on existing clients.
  22. 22. canopy.ro TAKING DIGITAL TO NEW HEIGHTS CRISTIAN IGNAT | cristian@canopy.ro

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